BA in Marketing and Consumer Behavior

The Bachelor of Arts 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:

• Analyze the motivations of consumers that drive purchasing decisions.
• Interpret marketing data to determine accurate segmentation and target markets for use in industry.
• Demonstrate critical thinking to display an understanding of the principles of consumer behavior to improve decision-making in a business environment.
• Integrate Christian principles within consumer behavior analysis in developing and applying overall marketing strategies.

MAJOR51 Hours

• BUS2070 Macroeconomics3
  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
• BUS2800 Business Ethics3
  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.
• BUS3050 Business Law3
  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.
• BUS4600 International Business3
  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.
• MKT1050 Introduction to Marketing3
  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.
• MKT3000 Marketing Concepts and Application3
  Overview of the marketing ecosystem used to create, manage, maintain, grow, or change organizational marketing campaigns, programs, and processes.

  Prerequisite: MKT1050
• MKT3100 Advertising and Promotion3
  Using media and incentives to inspire customers to purchase products or services.

  Prerequisite: MKT3000
• MKT3200 Consumer Behavior3
  Basic consumer behavior theories and how that behavior can be affected by marketing strategies.
• MKT4000 Advanced Consumer Behavior3
  Continuation of MKT3200, with emphasis on consumer behavior theories and analysis.

  Prerequisite: MKT3200
• MKT4220 Product and Brand Management3
  Decision-making for the management of products and brands in relationship to the product life cycle.

  Prerequisite: MKT3000
• MKT4230 Market Research3
  This course provides a study of how data analysis and consumer perspective are used in contemporary marketing efforts.

  Prerequisite: MKT3000
• MKT4300 Key Trends in Consumer Behavior3
  Continuation of MKT4000 emphasis on recent trends and events in consumer behavior.

  Prerequisite: MKT4000
• MKT4800 Marketing and Consumer Behavior Capstone3
  This course serves as the capstone project organizing all material students have learned the duration of their marketing and consumer behavior program. Students will analyze and develop comprehensive marketing strategies creating a project that represents the fullness of the student's education and their integration of biblical principles within marketing and consumer strategy.

  Prerequisite: Completion of major courses.
• PSY3020 Theories of Personality3
  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: PSY1020
• PSY3030 Social Psychology3
  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: PSY1020
• PSY3060 Statistics for Social Sciences3
  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. Recommended

  prerequisite: college level math course

*Please choose one of the following:

• MAT2050 Applied Math (Online Campus)3
  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.
• Mathematics Elective from MAT (Circleville Campus)3

*Online students may count MAT2050 as a Mathematics elective in the General Education Core. MAT2050 does not fulfill General Education Mathematics requirements for Circleville Campus students.