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2017-2018 Undergraduate Bulletin

Department of Marketing

College of Business

Web Page: http://business.fsu.edu/academics/departments/marketing/

Chair: Michael Brady; Professors: Brady, Cronin, Hartline, Hofacker, Kim, Lee; Associate Professors: Bolander, Bonney, Mende, Scott; Assistant Professors: Fajardo, Harmeling; Senior Lecturer in Marketing: Pallentino; Associate in Marketing: Kinney; Assistants in Marketing: Hopkins; John R. Kerr Research Chair in Marketing: Cronin; Carl DeSantis Professors of Business Administration: Bolander, Brady, Hofacker; Charles A. Bruning Professor of Business Administration: Hartline; Madeline Duncan Rolland Associate Professor of Business: Scott

The marketing curriculum prepares students for successful careers in both the public and private sectors. Courses are oriented toward: (1) problem solving and management decision making; (2) providing knowledge of the tools, types of organization, and institutions utilized in performing marketing activities; and (3) developing the ability to plan and implement marketing policy, strategy, and procedures. Consistent with their interests and career goals, students may choose to major in either marketing, professional sales, or retail management within the marketing degree program.

The curriculum includes qualitative and quantitative elements with an emphasis on the successful deployment of marketing strategies, especially among the service sector enterprises that dominate our state and national economies. The curriculum is designed to impart knowledge and competence in marketing that will enable graduates to (1) progress well in the early stages of their careers; (2) analyze, plan, organize, coordinate, and control marketing activities; (3) think analytically and respond creatively; (4) communicate effectively; and (5) gain broad perspectives essential to the attainment of top management responsibilities.

Computer Skills Competency

All undergraduates at Florida State University must demonstrate basic computer skills competency prior to graduation. As necessary computer competency skills vary from discipline to discipline, each major determines the courses needed to satisfy this requirement. Undergraduate majors in marketing, retail management, and professional sales satisfy this requirement by earning a grade of "C–" or higher in CGS 2100 (state mandated business prerequisite requirement) or CGS 2518.

Required Risk in Business and Society Course

All undergraduates at Florida State University intending to enter a business major must complete RMI 2302, Risk in Business and Society, with a "C–" or better by the end of their sophomore year. Transfer students will be required to complete this course in their first semester at FSU.

State of Florida Common Program Prerequisites

The state of Florida has identified common program prerequisites for this University degree program. Specific prerequisites are required for admission into the upper-division program and must be completed by the student at either a community college or a state university prior to being admitted to this program. Students may be admitted into the University without completing the prerequisites, but may not be admitted into the program.

At the time this document was published, some common program prerequisites were being reviewed by the state of Florida and may have been revised. Please visit https://dlss.flvc.org/admin-tools/common-prerequisites-manuals for a current list of state-approved prerequisites.

The following lists the common program prerequisites or their substitutions, necessary for admission into this upper-division degree program:

  1. ACG X021 or ACG X022, or ACG X001 and ACG X011
  2. ACG X071 or ACG X301
  3. CGS X100 (or demonstrated competency) or CGS X100C or CGS X530 or CGS X570 or CGS X060 or CGS X531 or CGS X000 or ISM X000 or CGS X518
  4. ECO X013
  5. ECO X023
  6. MAC X233 or MAC X230
  7. STA X023 or STA X122 or QMB X100

Requirements for a Major in Marketing

All students must complete:

  1. the University-wide baccalaureate degree requirements summarized in the "Undergraduate Degree Requirements" chapter of this General Bulletin;
  2. the state of Florida common prerequisites for marketing majors;
  3. the general business core requirements for marketing majors;
  4. the general business breadth requirements for marketing majors;
  5. the major area requirements for marketing majors.

Students must be admitted to the major no later than the end of their fifth mapping term, as determined by the College of Business.

Note: To be eligible to pursue a major in marketing, students must meet the admission requirements for the AACSB accredited business programs in the College of Business. These admission requirements are described in the "College of Business" chapter of this General Bulletin.

General Business Core Requirements

All marketing majors must complete the following six courses. A grade of "C–" or better must be earned in each course.

BUL 3310 The Legal and Ethical Environment of Business (3).

FIN 3403 Financial Management of the Firm (3).

GEB 3213 Business Communications (3).

ISM 3541 Introduction to Business Analytics (3).

MAN 3240 Organizational Behavior (3).

MAR 3023 Basic Marketing Concepts (3).

General Business Breadth Requirements

All marketing majors must complete two courses as follows. Each course selected must be completed with a grade of "C–" or better. No course may be used to satisfy part of the general business breadth requirements and part of the marketing major area requirements.

MAN 3600 Multinational Business Operations (3).

or

MAR 3400 Professional Selling (3).

MAN 4752 Competitive Dynamics (3).

QMB 3200 Quantitative Methods for Business Decisions (3).

Capstone Course

All marketing majors must complete the capstone class in Competitive Dynamics (MAN 4752).

Major Area Requirements

All marketing majors must complete six courses as listed below. A grade of "C–" or better must be earned in each course used to satisfy the marketing major area requirements. No course may be used to satisfy part of the marketing major area requirements and part of the general business breadth requirements. Also, no course may be used to satisfy a marketing major elective and a requirement or elective in one of the other majors in the marketing department.

MAR 3503 Consumer Behavior (3).

MAR 4613 Marketing Research (3).

MAR 4308 Marketing Strategy (3).

Plus three electives from the following list of courses:

IFS 3124 Business Case Analysis and Solution Development (3).

MAN 3504 Service Operations Management (3).

MAN 3600 Multinational Business Operations (3).

MAN 4143 Contemporary Leadership Challenges (3).

MAN 4301 Human Resource Management (3).

MAR 3231 Retailing Management (3).

MAR 3323 Promotional Management (3).

MAR 3400 Professional Selling (3).

MAR 3461 Principles of Purchasing (3).

MAR 3711 Sports, Recreation, and Entertainment Marketing (3).

MAR 4156 Multinational Marketing (3).

MAR 4203 Logistics and Supply Chain Management (3).

MAR 4238 Advanced Strategic Retail Management (3).

MAR 4403 Sales Management (3).

MAR 4415 Advanced Sales Techniques (3).

MAR 4524 Consumer Demand Analytics with Big Data (3).

MAR 4462 Seminar in Purchasing/Materials Management (3).

MAR 4614 Advanced Marketing Research (3).

MAR 4717 Strategic Sports Marketing (3).

MAR 4721 Electronic Marketing (3).

MAR 4841 Services Marketing (3).

MAR 4939r Marketing Seminar (3).

MAR 4941 Marketing Internship (3).

*MAN 3600 and MAR 3400 cannot be double counted to satisfy the General Breadth Elective and the major requirements.

Honors in the Major

The Department of Marketing offers honors in the major to encourage talented students to undertake independent and original research as part of the undergraduate experience. For requirements and other information see the "University Honors Office and Honor Societies" chapter of this General Bulletin.

Requirements for a Major in Professional Sales

All students must complete:

  1. the University-wide baccalaureate degree requirements summarized in the "Undergraduate Degree Requirements" chapter of this General Bulletin;
  2. the state of Florida common prerequisites for professional sales majors;
  3. the general business core requirements for professional sales majors;
  4. the general business breadth requirements for professional sales majors; and
  5. the major area requirements for professional sales majors.

Students must be admitted to the major no later than the end of their fifth mapping term, as determined by the College of Business.

Note: To be eligible to pursue a major in professional sales, students must meet the admission requirements for the AACSB accredited business programs in the College of Business. These admission requirements are described in the "College of Business" chapter of this General Bulletin.

General Business Core Requirements

All professional sales majors must complete the following six courses. A grade of "C–" or better must be earned in each course.

BUL 3310 The Legal and Ethical Environment of Business (3).

FIN 3403 Financial Management of the Firm (3).

GEB 3213 Business Communications (3).

ISM 3541 Introduction to Business Analytics (3).

MAN 3240 Organizational Behavior (3).

MAR 3023 Basic Marketing Concepts (3).

General Business Breadth Requirements

All professional sales majors must complete the two courses as follows. Each course must be completed with a grade of "C–" or better. No course may be used to satisfy part of the general business breadth requirements and part of the professional sales major area requirements.

MAN 4752 Competitive Dynamics (3).

MAR 3400 Professional Selling (3).

QMB 3200 Quantitative Methods for Business Decisions (3).

Capstone Course

All professional sales majors must complete the capstone class in Competitive Dynamics (MAN 4752).

Major Area Requirements

All professional sales majors must complete six courses as listed below. A grade of "C–" or better must be earned in each course used to satisfy the professional sales major area requirements. No course may be used to satisfy part of the professional sales major area requirements and part of the general business breadth requirements. Also, no course may be used to satisfy a sales major elective and a requirement or elective in one of the other majors in the marketing department.

MAR 4403 Sales Management (3).

MAR 4415 Advanced Sales Techniques (3).

MAR 4613 Marketing Research (3).

MAR 4941 Marketing Internship (3).

Plus two electives from the following list of courses:

ACG 3101 Financial Accounting and Reporting (3).

ENT 4014 Creating New Ventures (3).

FIN 3244 Financial Markets, Institutions, and International Finance Systems (3).

IFS 3124 Business Case Analysis and Solution Development (3).

ISM 4113 Management Information Systems Analysis and Design (3).

MAN 3504 Service Operations Management (3).

MAN 3600 Multinational Business Operations (3).

MAN 4143 Contemporary Leadership Challenges (3).

MAN 4301 Human Resource Management (3).

MAR 3231 Retailing Management (3).

MAR 3323 Promotional Management (3).

MAR 3461 Principles of Purchasing (3).

MAR 3503 Consumer Behavior (3).

MAR 3711 Sports, Recreation, and Entertainment Marketing (3).

MAR 4156 Multinational Marketing (3).

MAR 4203 Logistics and Supply Chain Management (3).

MAR 4238 Advanced Strategic Retail Management (3).

MAR 4462 Seminar in Purchasing/Materials Management (3).

MAR 4614 Advanced Marketing Research (3).

MAR 4717 Strategic Sports Marketing (3).

MAR 4721 Electronic Marketing (3).

MAR 4841 Services Marketing (3).

MAR 4939r Marketing Seminar (3).

MAR 4941 Marketing Internship (3).

MAR 4946 Professional Sales Practicum (3).

RMI 3011 Risk Management/Insurance (3).

Requirements for a Major in Retail Management

All students must complete:

  1. the University-wide baccalaureate degree requirements summarized in the "Undergraduate Degree Requirements" chapter of this General Bulletin
  2. the state of Florida common prerequisites for marketing majors
  3. at least sixty semester hours of courses in non-business disciplines which includes CGS 2518, Spreadsheets for Business Environments (3)
  4. the general business core requirements for marketing majors
  5. the general business breadth requirements for marketing majors
  6. the major area requirements for marketing majors

Students must be admitted to the major no later than the end of their fifth mapping term, as determined by the College of Business.

Note: To be eligible to pursue a major in retail management, students must meet their admission requirements for the AACSB accredited business programs in the College of Business. These admission requirements are described in the "College of Business" chapter of this General Bulletin.

General Business Core Requirements

All retail management majors must complete the following six courses. A grade of "C–" or better must be earned in each course.

BUL 3310 The Legal and Ethical Environment of Business (3).

FIN 3403 Financial Management of the Firm (3).

GEB 3213 Business Communications (3).

ISM 3541 Introduction to Business Analytics (3).

MAN 3240 Organizational Behavior (3).

MAR 3023 Basic Marketing Concepts (3).

General Business Breadth Requirements

All retail management majors must complete two courses as follows. Each course selected must be completed with a grade of "C–" or better. No course may be used to satisfy part of the general business breadth requirements and part of the marketing major area requirements.

MAN 3600 Multinational Business Operations (3).

or

MAR 3400 Professional Selling (3).

MAN 4752 Competitive Dynamics (3).

MAR 3400 Professional Selling (3).

QMB 3200 Quantitative Methods for Business Decisions (3).

Capstone Course

All retail management majors must complete the capstone class in Competitive Dynamics (MAN 4752).

Major Area Requirements

All retail management majors must complete six courses as listed below. A grade of "C–" or better must be earned in each course used to satisfy the retail management major area requirements. No course may be used to satisfy part of the retail management major area requirements and part of the general business breadth requirements. Also, no course may be used to satisfy a Retail Management major elective and a requirement or elective in one of the other majors in the Marketing Department.

MAR 3231 Retailing Management (3).

MAR 4203 Logistics and Supply Chain Management (3).

MAR 3503 Consumer Behavior (3).

MAR 4238 Advanced Strategic Retail Management (3).

Plus two electives from the following list of courses:

ACG 3101 Financial Accounting and Reporting (3).

ISF 3124 Case Analysis and Solution Development (3).

MAN 3504 Service Operations Management (3).

MAN 3600 Multinational Business Operations (3).

MAN 4143 Contemporary Leadership Challenges (3).

MAN 4301 Human Resource Management (3).

MAR 3323 Promotional Management (3).

MAR 3400 Professional Selling (3).*

MAR 3461 Principles of Purchasing (3).

MAR 3711 Sports, Recreation, and Entertainment Marketing (3).

MAR 4156 Multinational Marketing (3).

MAR 4403 Sales Management (3).

MAR 4415 Advanced Sales Techniques (3).

MAR 4462 Seminar in Purchasing/Materials Management (3).

MAR 4524 Consumer Demand Analytics with Big Data (3).

MAR 4613 Marketing Research (3).

MAR 4614 Advanced Marketing Research (3).

MAR 4717 Strategic Sports Marketing (3).

MAR 4721 Electronic Marketing (3).

MAR 4841 Services Marketing (3).

MAR 4939r Marketing Seminar (3).

MAR 4941 Marketing Internship (3).

RMI 3011 Risk Management/Insurance (3).

* MAR 3400 cannot be used to satisfy the General Breadth Elective and the major requirements.

Definition of Prefixes

GEB—General Business

MAN—Management

MAR—Marketing

QMB—Quantitative Methods in Business

ISM—Information Systems Management

Undergraduate Courses

ISM 3541. Introduction to Business Analytics (3). This is an introductory course intended to familiarize students with basic business analytics concepts and applications. It will cover the principles of data analytic thinking and provide a solid foundation for data driven decision making in various business and organizational settings. The course will place special emphasis on working through applications and examples of analytics in the real world.

MAN 3600. Multinational Business Operations (3). Prerequisites: ECO 2013 and ECO 2023. This course provides an overview of the environments, markets, institutions, challenges, strategies, and operations of international and cross-cultural business; the globalization of business and associated challenges posed for the competitiveness of the modern enterprise; and the orientations, strategies, and tactics appropriate for international business success.

MAR 3023. Basic Marketing Concepts (3). Prerequisites: ECO 2023 and one behavioral science course. This course is a required prerequisite for all marketing courses. Gives the student an understanding of the decision areas and the ability to utilize marketing concepts to make business decisions.

MAR 3231. Retailing Management (3). Prerequisite: MAR 3023. This course is an intensive training in the rudiments of retail operations.

MAR 3323. Promotional Management (3). Prerequisite: MAR 3023. This course focuses on issues related to management of promotional tools including advertising, personal selling, sales promotion, public relations, and publicity.

MAR 3400. Professional Selling (3). Corequisite: MAR 3023. This course addresses the application of behavioral and persuasive communication theories, as well as the techniques necessary to develop effective personal selling skills within organizations.

MAR 3503. Consumer Behavior (3). Prerequisite: MAR 3023. This course acquaints the student with the fundamental theories from the behavioral sciences as applied to the consumer decision making process.

MAR 3711. Sports, Recreation and Entertainment Marketing (3). Prerequisite: MAR 3023. This course provides students a framework for understanding how marketing strategies and tactics can be successfully applied within sports, and within recreational and entertainment organizations.

MAR 4156. Multinational Marketing (3). Prerequisites: MAR 3023 and MAN 3600. This course introduces the student to marketing management decision making in international environments through the use of cases and/or business games.

MAR 4203. Logistics and Supply Chain Management (3). Prerequisite: MAR 3023. This course introduces the student to the management of logistics activities involved in the flow of goods, information, and funds throughout the supply chain.

MAR 4238. Advanced Strategic Retail Management (3). This course introduces the complex nature of the retail industry, shows how to recognize and manage the many challenges when students begin their career, and examines the many characteristics of leadership and the necessary critical thinking and strategic decision-making skills they need to effectively build and lead teams.

MAR 4403. Sales Management (3). Prerequisites: MAR 3023 and MAR 3400. This course exposes the student to concepts, activities, and analysis pertaining to sales and the management of the sales force.

MAR 4415. Advanced Sales Techniques (3). Prerequisites: MAR 3023 and MAR 3400. This course builds upon and enhances student skills and knowledge developed in the basic professional selling course. Focus is on using a strategic and consultative sales model to develop, manage, and deliver realistic sales presentations.

MAR 4480. Marketing Strategy (3). Prerequisite: MAR 3023. This course teaches students to draw upon and utilize the knowledge and skills developed in marketing and business courses, and integrate the frameworks and analytical tools of marketing strategy that will enable students to develop a cohesive strategy that an organization can execute.

MAR 4524. Consumer Demand Analytics with Big Data (3). This course is an advanced undergraduate class for mainly business students. However, students from economics, engineering, and other disciplines may also find it useful.

MAR 4613. Marketing Research (3). Prerequisites: MAR 3023 and QMB 3200. This course examines marketing research as an information-providing activity for the purpose of management decision making.

MAR 4614. Advanced Marketing Research (3). Prerequisite: MAR 4613. This course provides experience in designing and conducting actual marketing research studies.

MAR 4717. Strategic Sports Marketing (3). Prerequisites: MAR 3023 and MAR 3711. This course enables students to conduct strategic analyses relating to the marketing of sports. Topics include a wide range of issues within the realm of professional sports, in an interactive seminar and a workshop-like environment.

MAR 4721. Electronic Marketing (3). Prerequisite: MAR 3023. This course examines Internet communication, direct sales through electronic commerce, as well as Internet-based promotional communications.

MAR 4841. Services Marketing (3). Prerequisite: MAR 3023. This course examines marketing in the service industries with particular emphasis on unique aspects of services marketing, the service-marketing mix, and the implementation of service strategies.

MAR 4860. Customer Relationship Management (3). Prerequisite: MAR 3023. This course introduces students to the basic theories and terminology of customer relationship management. Special emphasis is placed on customer retention and technological tools for enhancing customer relationships.

MAR 4905r. Directed Individual Study (1–3). May be repeated to a maximum of twelve semester hours.

MAR 4939r. Marketing Seminar (3). Prerequisite: MAR 3023. This course covers various topics taught by different instructors each semester. May be repeated to a maximum of six semester hours.

MAR 4941. Marketing Internship (3). Prerequisite: MAR 3023 and six hours of additional coursework in Marketing. Consent of internship director and faculty advisor required. This course is a marketing internship designed for marketing majors who want to gain real world experience in the marketing field through on-the-job practice. Students work under the direction of an approved industry professional, a faculty advisor and the internship director.

MAR 4946. Professional Sales Practicum (3). Prerequisites: MAR 3023, MAR 3400, and one other sales course; Consent of internship director or sales program director. This course is designed for Professional Sales majors who want to gain real-world experience through one of three options: (1) on the job practice, i.e., a sales internship, (2) strategic account management, i.e., a faculty-directed study of sales research techniques, or (3) a professional sales competition, with the permission of the sales program director.

MAR 4970r. Honors Thesis (3). Prerequisites: MAR 3023 and admission to the honors-in-the-major program. May be repeated to a maximum of six semester hours. Six semester hours of thesis are required to complete honors in the major.

Graduate Courses

GEB 5907r. Special Studies in Business (1–3).

GEB 6904r. Readings for Examination (1–12). (S/U grade only.)

MAN 5601. Multinational Business Operations (3).

MAR 5028. Fundamentals of Marketing (3).

MAR 5107. Business Ethics and Social Responsibility (3).

MAR 5125. Marketing Strategy in the Global Environment (3).

MAR 5336. Strategic Corporate Communication (3).

MAR 5408. Sales Leadership (3).

MAR 5409. Business-to-Business Sales and Marketing (3).

MAR 5416. Strategic Sales Force Management (3).

MAR 5505. Consumer Behavior (3).

MAR 5625. Marketing Research and Analytics (3).

MAR 5816. Marketing Strategy (3).

MAR 5818. Corporate Affairs Management (3).

MAR 5861. Customer Relationship Management (3).

MAR 5907r. Directed Individual Study (1–3). (S/U grade only.)

MAR 5908r. Special Studies in Management (1–3).

MAR 5917r. Supervised Research (1–3). (S/U grade only.)

MAR 5935r. Special Topics in Marketing (1–3).

MAR 5940r. Supervised Teaching (1–3). (S/U grade only.)

MAR 5957r. Global Business Seminar (1–3).

MAR 6506. Seminar in Consumer Behavior Methods (3).

MAR 6575. Seminar in Marketing: Selected Topics in Consumer Behavior (3).

MAR 6636. Quantitative Methods I: Measurement, Scaling, and Choice (3).

MAR 6658. Quantitative Methods II: Psychometric and Econometric Approaches to Marketing (3).

MAR 6665. Seminar in Marketing Models (3).

MAR 6817. Seminar in Marketing Management (3).

MAR 6828. Seminar in Marketing: Elements and Integration of Marketing Strategy (3).

MAR 6918r. Supervised Research (1–3). (S/U grade only.)

MAR 6919r. Supervised Teaching (1–3). (S/U grade only.)

MAR 6979. Seminar in Marketing: Research Methodology (3).

For listings relating to graduate coursework for thesis, dissertation, and master's and doctoral examinations and defense, consult the Graduate Bulletin.