Follow Christ, Lead the Way

The Bachelor of Arts with a major in Marketing and Consumer Behavior focuses on what motivates consumers to make purchasing decisions, and how this understanding can be used to develop competitive marketing strategies.

Objectives

On graduating from the major, students should be able to:
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    Analyze the motivations of consumers that drive purchasing decisions.
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    Interpret marketing data to determine accurate segmentation and target markets for use in industry.
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    Demonstrate critical thinking to display an understanding of the principles of consumer behavior to improve decision-making in a business environment.
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    Integrate Christian principles within consumer behavior analysis in developing and applying overall marketing strategies.
This degree program is available in the following formats:

Explore the full enrichment of the traditional collegiate experience and make new friends on our lively campus in Circleville Ohio.

100% Online courses in a 5-week as-you-go flexible format for busy adults featuring forum discussions and weekly assignment deadlines.

MAJOR51 HOURS

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    Introduction to economic analysis at the aggregate level, including the impact of both domestic and international policies on key economic indicators and on overall macroeconomic performance. Recommended: College-level economics course
     
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    Theoretical and practical problems of ethical behavior and decision-making in the workplace, and development of a biblically based framework for moral and ethical issues.
     
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    Principles and practices of law, and their impact on business situations, emphasizing the dynamic interaction between the individual, organization, and society, in the context of Christian ethics and proper business conduct.
     
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    Operating a business in today’s international marketplace from a faith-based perspective, including how businesses interact with and are affected by political, economic, social, technological, environmental, and legal issues.
     
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    A review of basic math functions with emphasis on real-world application, including fundamentals of banking, pricing, payroll, interest, reading and analyzing financial statements, taxes, insurance, and investments, and application of these concepts to situations in business and personal life.
     
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    The interacting marketing activities of analysis, planning, implementation, and control with a focus on competitive and customer analysis, marketing strategy development, and implementations for decision-making in domestic and global organizations. The course incorporates current developments in marketing, including the social, legal, ethical, and technological environments of marketing. Students apply these skills and concepts in a real marketing situation to make recommendations for marketing strategy and tactics.
     
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    Overview of the marketing ecosystem used to create, manage, maintain, grow, or change organizational marketing campaigns, programs, and processes.
     
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    Using media and incentives to inspire customers to purchase products or services.
    Prerequisite: MKT3000
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    Basic consumer behavior theories and how that behavior can be affected by marketing strategies.
     
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    Continuation of MKT3200, with emphasis on consumer behavior theories and analysis.
    Prerequisite: MKT3200
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    Decision-making for the management of products and brands in relationship to the product life cycle.
    Prerequisite: MKT3000
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    Use of data analysis and consumer perspective in contemporary marketing efforts.
    Prerequisite: MKT3000
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    Continuation of MKT4000 emphasis on recent trends and events in consumer behavior.
    Prerequisite: MKT4000
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    This course serves as the culmination and integration of the learning from all undergraduate marketing (MKT) courses.
     
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    Critical thinking about the major personality theories, focusing on major features and underlying assumptions of each theory, with attention to the use of new and long-standing theories as they apply to modern thinking and behaviors in light of the principles of Scripture.
    Prerequisite: any introductory psychology course.
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    Social group influences on individual behavior, including behavioral expressions such as aggression, prejudice, attitude change, and affiliation, examined from the viewpoint of social science and Scripture.
    Prerequisite: any introductory psychology course.
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    An introduction to basic psychological research techniques and methodology including collecting, organizing, and analyzing psychological data for quantitative research, and an introduction to statistical reasoning with a focus on fundamental concepts and statistical methods for psychological research. (Recommendation: prior college level math course)
     

*Students may count this course toward the Mathematics or Statistics requirement in the General Education Core.

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