Office of Programs and Academic Assessment (MC 103) 2630 University Hall 601 South Morgan Street Chicago, IL 60607

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1 Office of Programs and Academic Assessment (MC 10) 260 University Hall 601 South Morgan Street Chicago, IL March 24, 2014 TO: FROM: Ilene Harris, Chair Senate Committee on Educational Policy Dana Wright, Director for Academic Program Development I am submitting for review and action by the Senate Committee on Educational Policy the attached Proposal to Establish Four Concentrations within the Bachelor of Science in Marketing: Marketing Research, Innovation and Product, Marketing Promotions and Communications, and Sales Leadership. The proposal was approved by the Department of Managerial Studies on December, 201 and the College of Business Administration Faculty on March 7, ATTACHMENT

2 Title: Sponsor: Executive Summary: Proposal to Establish 4 Concentrations within the BS in Marketing: Marketing Research, Innovation and Product, Marketing Promotions and Communications, and Sales Leadership Department of Managerial Studies College of Business Administration The Department of Managerial Studies is proposing to revise its BS in Marketing to include four concentrations: Marketing Research Innovation and Product Marketing Promotions and Communications Sales Leadership The concentrations have been chosen based on existing faculty strengths and are focused in areas of job growth and demand over the next 10 years as documented in the Occupational Outlook Handbook published by the U.S. Bureau of Labor Statistics. The purpose of forming the concentrations is twofold: to enhance the employment prospects for graduates to focus curriculum planning for students Currently, students must complete nine hours of elective credit within their major requirements. With the formation of concentrations, they will have the additional option of selecting these nine credit hours from within one of four areas of specialization. Once the requirements for the concentration have been met, the concentration will be recorded on the students transcripts along with their degree. Description: The Department of Managerial Studies is proposing to modify its undergraduate degree in marketing to offer four concentrations. A student will need to complete courses (9 hours) to fulfill the requirements of a concentration. In cases where an elective can apply to more than one concentration, the same elective cannot be counted twice. A student will still earn a BS in Marketing even if s/he chooses to not take the elective credits within one concentration cluster. The proposal to create four concentrations will not change the requirements for the degree or for graduation. Since students are already required to take three electives (9 hours) in their major to graduate, a concentration will simply enable them to focus their choice of electives in an area of specialization that will have the added benefit of being documented on their transcript. 1

3 In order to form these concentrations, existing electives will be utilized, and five new courses will be developed. One of these courses, Digital and Social Media Marketing, has already been taught in fall 201 as a MKTG 494 Special Topics course. Brand was taught in spring 2014, also as a MKTG 494 Special Topics course. Please note that courses related to the four concentrations do have prerequisites; however, the prerequisites are either requirements of the business core (earned by all undergraduate CBA students) or major requirements of the degree so the concentrations will be equally accessible to marketing students. The five new courses being developed are: 1) MKTG Market and Business Intelligence 2) MKTG Advanced Marketing Research ) MKTG Brand 4) MKTG Digital and Social Media Marketing 5) MKTG Sales Below are the four proposed marketing concentrations: 1) Advanced Marketing Research: All three courses below are required: a) MKTG Marketing Analytics b) MKTG 467--Market and Business Intelligence c) MKTG Advanced Marketing Research 2) Innovation and Product Required Courses: a) MKTG 477 Interdisciplinary Product Development I b) MKTG Interdisciplinary Product Development II One additional course from the list below: c) MKTG 470 Brand d) MKTG 475 Product ) Marketing Promotions and Communications Choose any three courses out of four: a) MKTG 46 - Marketing Channels and E-Commerce b) MKTG 470 Brand c) MKTG Advertising and Sales Promotion d) MKTG Digital and Social Media Marketing 2

4 4) Sales Leadership Required course: a) MKTG Sales Choose any two additional courses from the list below: b) MKTG 452 Principles of Retailing c) MKTG 47 The Personal Selling Effort in Marketing d) MKTG 476 Business-to-Business Marketing Justification: Offering concentrations within the marketing degree corresponding to defined career paths should improve students employment prospects upon graduation. The College of Business Administration (CBA) s Business Career Services has received feedback from employers that a concentration would strengthen a student s resume and employment attractiveness because it demonstrates a cluster of specialized skills, knowledge, and interest. The primary research conducted by the Department through interviews with employers also supports this finding. In addition to enhancing employment prospects, students who are interested in specializing in a particular area of marketing will find that a concentration map will facilitate planning their course schedules each semester. We will be able to introduce concentrations without any change in major or graduation requirements. Catalog Statement: BS in Marketing Marketing involves several business activities that are performed in the process of getting goods and services from producer to the ultimate consumer. These activities include product management, pricing, promotion, and distribution. The Bachelor of Science in Marketing provides students not only with an understanding of those activities that comprise marketing but also with the tools and concepts they will need to make sound decisions in the area. Marketing involves several business activities that are performed in the process of getting goods and services from producer to the ultimate consumer. These activities include product management, pricing, promotion, and distribution. The Bachelor of Science in Marketing provides students not only with an understanding of those activities that comprise marketing but also with the tools and concepts they will need to make sound decisions in the area.

5 Thus, courses are provided in marketing research, consumer behavior, analytical techniques in marketing, and marketing strategy to name a few. Several elective courses are also available to the student who desires a broader view of the area. The basic objective of the curriculum is to produce a student who has a sound understanding of theory and a keen sense of how to apply it in practice. Thus, courses are provided in marketing research, consumer behavior, analytical techniques in marketing, and marketing strategy to name a few. Students are also able to choose among four concentrations depending upon their interests and career focus. The basic objective of the curriculum is to produce a student who has a sound understanding of theory and a keen sense of how to apply it in practice. Degree Requirements Marketing To earn a Bachelor of Science in Marketing degree from UIC, students need to complete University, college, and department degree requirements. The Department of Managerial Studies degree requirements are outlined below. Students should consult the College of Business Administration section for additional degree requirements and college academic policies. BS in Marketing Degree Requirements General and Basic Course Requirements Business Core Major Requirements 18 Business Electives 9 Total BS in Marketing 120 4

6 General Course Requirements See General Course Requirements in the College of Business Administration section for the list of courses needed to meet this requirement. Business Core See Business Core in the College of Business Administration section for the list of courses needed to meet this requirement. Major Requirements Courses MKTG 461 Consumer Market Behavior MKTG 462 Marketing Research MKTG 465 Marketing Nine additional hours selected from among the non-required 400-level courses in Marketing, except MKTG 499 Independent Study in Marketing. 9 Total Major Requirements 18 Students may choose to focus their nine elective hours for their major within a given concentration. The same elective 5

7 cannot be counted toward more than one concentration. Students may also choose to complete the degree without a concentration. In this case, students may fulfill their 9 hour elective requirement by choosing any combination of marketing electives from within the Department of Managerial Studies. The Department of Managerial Studies offers the following four concentrations in marketing: Concentration in Marketing Research Courses (All three courses are required) MKTG 460 Marketing Analytics MKTG 467 Market and Business Intelligence MKTG 468 Advanced Marketing Research Concentration in Innovation and Product : Required Courses MKTG Interdisciplinary Product Development I MKTG Interdisciplinary Product Development II Additional Courses (Choose one out of two) MKTG Brand MKTG 475 Product 6

8 Concentration in Marketing Promotions and Communications Courses (Choose three out of four) MKTG 46 - Marketing Channels and E-Commerce MKTG 470 Brand MKTG Advertising and Sales Promotion MKTG Digital and Social Media Marketing Concentration in Sales Leadership Required Course: MKTG Sales Additional Courses: (choose two out of three) MKTG 452 Principles of Retailing MKTG 47 The Personal Selling Effort in Marketing MKTG 476 Business-to- Business Marketing Business Electives Courses Nine hours from courses in the College of Business Administration. Students may choose ECON 221 Macroeconomics in the World Economy: Theory and Applications or any CBA 9 7

9 courses at the 00- or 400- level. Total Business Electives 9 Minority Impact Statement: Budgetary and Staff Implications: The requested changes should have no negative impact on minority students. Program changes will be clarified for all students, and the value of transcripted concentrations will benefit all students as they apply for positions in the workforce. The changes proposed in the new curriculum are not anticipated to affect the budget and staff because no changes are made to the major requirements or hours required for graduation. If growth in enrollment occurs due to the establishment of concentrations, capacity can be increased and financed through the increased revenue flowing to the department. Library Resource Implications: Space Implications: Unit (e.g. department) approval date: College (educational policy committee, faculty) approval dates: Contact Person: Proposed Effective Date/Term: The establishment of concentrations for the BS in Marketing and the creation of five new courses will not place new or increased demands on library resources. M a t e r i a l s that may be used for new courses are from already present in library collections, or example, already subscribed journals such as the Journal of Marketing, Marketing News, and Harvard Business Review. No physical space changes are required. December, 201 March 7, 2014 Cheryl Nakata, Department Head, Department of Managerial Studies Spring,

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