Catalogue 2012 - 2013

Marketing Major

General Information

Marketing is a dynamic force in today’s multinational economy. Given the highly competitive nature of business, it is essential that business organizations understand and respond to the wants and needs of multiple markets. In order to manage markets successfully, Marketing managers must employ a combination of good business judgment, effective analytical techniques, and professional communication skills. The marketing program strives to provide students with abilities in each of these areas.

Students in the Marketing major learn how to develop their marketing skills to become efficient marketing managers. Course projects are designed to provide students with exposure to real world marketing management problems. Students often work in group projects where they meet with business clients, gather marketing information, and develop real-time marketing solutions.

Career Preparation

In order to help students understand careers available to Marketing majors, faculty in the Department of Marketing design activities to guide students from career exploration through career implementation. Examples of some of these include:

  1. Career Exploration in the freshman year is accomplished in First Year Seminar where students are introduced to marketing career opportunities;
  2. Career Investigation in the sophomore year courses includes classroom assignments in MK 200 which could include visiting a Human Resource office or shadowing a marketing professional;
  3. Career Determination in the junior year is accomplished using an assignment in MK 301 which is designed to help students become more knowledgeable about career options and to assist students with selecting an appropriate career path; and
  4. Career Implementation in the senior year includes résumé writing and review of job descriptions and responsibilities in MK 421.

Career Opportunities

Students majoring in marketing often pursue careers in marketing management, marketing research, sport marketing, sales and sales management, consumer management, and product/brand management.


Professors: Paul Costanzo (chair), Elizabeth Elam, Janelle Goodnight, Harlan Spotts

Professional Educator: James McKeon

Program Learning Goals

Having completed a major in Marketing, the student will have the ability to:

  1. understand the interactions required for the effective design and execution of strategic and marketing plans;
  2. apply marketing theories and concepts to the analysis and design of solutions for marketing-related business challenges;
  3. demonstrate skills in quantitative and qualitative research techniques as they apply to marketing problems; and
  4. produce effective marketing plans, research reports, and oral presentations.

See Core Requirements for All Business Majors and General University Requirements (83 credit hours)

Degree Requirements

Required Marketing courses (18 credit hours)

MK 301Buyer Behavior

3 cr.

MK 318Marketing Research

3 cr.

MK 421Marketing Management

3 cr.

MK 440Marketing Seminar

3 cr.

Total Credit Hours:12

And two of the following three courses

MK 317Promotional Strategy

3 cr.

MK 320Price and Product Strategy

3 cr.

MK 323Distribution Strategy

3 cr.

Total Credit Hours:6

Other required courses (3 credit hours)

COMM 340Business Communication

3 cr.

Total Credit Hours:3

Electives (18 credit hours)

MK 3XX/4XXMarketing Elective

3 cr.

MK 480Internship

3 cr.


BUS XXXBusiness Elective

3 cr.

NBEL XXXNon-business Elective

12 crs.

Total Credit Hours:18

Total Credit Hours: 39

Total credit hours required for graduation–122.

Students earning less that a B- in ENGL 132 or ENGL 133 will be required to take ENGL 206, Business Writing in sophomore year.

Students must take 33 credit hours of coursework in 300-400 level courses. All students must take 12 hours of upper level (300-400) courses in their major at Western New England University.

Non-business electives must be selected in such a way to ensure that all “perspectives of understanding” requirements have been satisfied.

Courses to be included in computing the 2.0 minimum average in the major are all MK courses.