B.B.A. in Marketing

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Full Description

The Bachelor of Business Administration degree in Marketing provides a general approach that can be applied in a wide range of areas of business (e.g., for profit, nonprofit, service and manufacturing). The program addresses the breadth within the marketing field through courses (e.g., consumer behavior, marketing research, international marketing, personal selling, advertising and promotion management) that provide the student with an appreciation of all central topic areas in the field.

The Marketing major offers students the opportunity to have a generalist’s perspective or to focus on one of four concentrations. Students gain a working knowledge of the theory and practice of marketing and learn the tasks involved in the analysis, planning, implementation and control of marketing programs that result in strategies and tactics used by businesses to sell products to consumers and other businesses.

The Marketing major includes the following concentrations:

• The Entrepreneurial Marketing optional concentration is for those with an entrepreneurial spirit. This concentration will offer insights into marketing strategies tailored for startups and small businesses. Students will explore innovative approaches to marketing and learn how to navigate the unique challenges faced by entrepreneurs.
• The Marketing Analytics optional concentration focuses on harnessing the power of data to make informed marketing decisions and optimize marketing strategies.
• The Sales Management optional concentration is designed to equip students with the skills and knowledge needed to lead successful sales teams, manage customer relationships, and drive revenue growth.
• The Social Media and Digital Marketing optional concentration is designed to teach students how to create and implement effective digital marketing campaigns through a strong online presence across various platforms, this concentration will allow students to explore the world of digital marketing and social media.

Marketing students may apply early to the M.B.A. degree and double count 9 credit hours of graduate courses toward both degree programs. See the Combined Bachelor's/Master's Degree Program policy in the University Catalog for more information.

Admission Requirements

The university affirmatively strives to provide educational opportunities and access to students with varied backgrounds, those with special talents and adult students who graduated from high school three or more years ago.

First-Year Students on the Kent Campus: First-year admission policy on the Kent Campus is selective. Admission decisions are based upon cumulative grade point average, strength of high school college preparatory curriculum and grade trends. Students not admissible to the Kent Campus may be administratively referred to one of the seven regional campuses to begin their college coursework. For more information, visit the admissions website for first-year students.

First-Year Students on the Regional Campuses: First-year admission to Kent State’s campuses at Ashtabula, East Liverpool, Geauga, Salem, Stark, Trumbull and Tuscarawas, as well as the Twinsburg Academic Center, is open to anyone with a high school diploma or its equivalent. For more information on admissions, contact the Regional Campuses admissions offices.

International Students: All international students must provide proof of English language proficiency (unless they meet specific exceptions) by earning a minimum 525 TOEFL score (71 on the Internet-based version), minimum 75 MELAB score, minimum 6.0 IELTS score or minimum 48 PTE Academic score, or by completing the ELS level 112 Intensive Program. For more information, visit the admissions website for international students.

Transfer Students: Students who have attended any other educational institution after graduating from high school must apply as undergraduate transfer students. For more information, visit the admissions website for transfer students.

Former Students: Former Kent State students or graduates who have not attended another college or university since Kent State may complete the reenrollment or reinstatement form on the University Registrar’s website.

Admission policies for undergraduate students may be found in the University Catalog's Academic Policies.

Some programs may require that students meet certain requirements before progressing through the program. For programs with progression requirements, the information is shown on the program's Coursework tab.

Transfer Students to B.B.A. Degree: A minimum 2.000 overall GPA is required for admission into this major. Students who have previously attended Kent State and have completed (or the equivalent of) COMM 15000, ENG 21011, MATH 11010 and MKTG 25010 must have earned a minimum C grade in the courses.

Admission Restrictions for Dual Programs

• Students admitted to the Professional Sales undergraduate certificate may not declare the Sales Management concentration (and vice versa).
• Students admitted to the B.B.A. degree in Entrepreneurship may not declare the Entrepreneurial Marketing concentration (and vice versa).

Program Learning Outcomes

Graduates of this program will be able to:

1. Demonstrate an understanding of segmentation, target marketing and positioning.
2. Demonstrate an ability to collect and analyze market research data.
3. Demonstrate an understanding of effective personal selling tactics.
4. Demonstrate an ability to conduct financial analyses for the purposes of making strategic marketing decisions.

Students earning a B.B.A. degree in Ambassador Crawford College of Business and Entrepreneurship are expected to have the following:

1. Core Business Knowledge - Recall the strategic frameworks that are used to make business decisions.
2. Analytical Skills - Use analytical methodologies and critical thinking skills to evaluate and solve business problems.
3. Digital Technology – Demonstrate the technological skills necessary to analyze business problems and develop solutions.
4. Written Communication - Write effective business communications.
5. Oral Communication - Make effective business presentations, using appropriate technologies.
6. Teamwork – Collaborate effectively with others to achieve a common business purpose.
7. Business Ethics – Recognize ethical business dilemmas and use ethical decision making to resolve the dilemma.
8. Global - Analyze the key global factors when making business decisions.

Program Requirements

Major Requirements

¹

Students who change their major from Managerial Marketing to Marketing, may use (a) MMTG 35011 in place of MKTG 35030, (b) MMTG 35021 in place of MKTG 35050 and (c) MMTG 45023 in place of MKTG 35035.

²

Students who have a double major with Entrepreneurship and who have completed ENTR 37045 are not required to take MKTG 45046 for the Marketing major. However, students in the double major cannot waive ENTR 37045 for the Entrepreneurship major by taking MKTG 45046.

³

Students who have taken MATH 10041 for another program may use it in place of BA 24056.

⁴

Transfer students, new students with college credit and continuing students who have changed their program to a B.B.A. degree may be waived out of BUS 10123 if one of the following occurs:

• They earned 30 or more credit hours and completed two of the following courses: ACCT 23020, ACCT 23021, CIS 24053, FIN 26074, MGMT 24163 and/or MKTG 25010.
• They earned 60 or more credit hours and completed one of the following courses: ACCT 23020, ACCT 23021, CIS 24053, FIN 26074, MGMT 24163 or MKTG 25010.
• They have sufficient breadth and depth of knowledge in a business field (as demonstrated by a CLEP or Credit by Exam score) but do not meet the criteria listed above, and the waiver is approved by the college dean's office.

⁵

Students may take MATH 10051 or PHIL 21002 in place of MATH 11012 or MATH 12002. Taking MATH 10051 or PHIL 21002 will not replace a low grade in either MATH 11012 or MATH 12002. Students are required to take MATH 11012 or MATH 12002 if they change their major to, or want to double major in, Economics or Finance and/or intend to declare a minor in Data Analytics. Students who intend to enroll in certain graduate programs and/or are working toward Phi Beta Kappa status are highly encouraged to take MATH 11012 or MATH 12002.

⁶

Minimum C grade is required in ENG 21011 or HONR 20197.

⁷

Maximum 4 credit hours of Physical Activity, Wellness and Sport (PWS) courses may be counted toward the 120 total credit hours or 39-upper-division-credit-hour graduation requirement. General elective courses may be selected from any area and at any level provided students do not go over the PWS restriction, and they satisfy the 39 credit hour upper-division requirements. A minor (business or non-business) is encouraged. Any other exceptions must be approved by the assistant dean. Students in the Social Media and Digital Marketing concentration are encouraged to take an internship as a general elective.

Additional Requirements for Students Not Choosing a Concentration

¹

Students may take either MKTG 45192 or MKTG 45292 to satisfy a major elective, but not both.

²

Students who have a double major with Entrepreneurship and who have completed ENTR 37045 are not required to take MMTG 35030 as a major elective. However, students in the double major cannot waive ENTR 37045 for the Entrepreneurship major by taking MMTG 35030.

Entrepreneurial Marketing Concentration Requirements

Marketing Analytics Concentration Requirements

Sales Management Concentration Requirements

¹

Students who have a double major with Entrepreneurship and who have completed ENTR 37045 are not required to take MMTG 35030 for the Sales Management concentration. However, students in the double major cannot waive ENTR 37045 for the Entrepreneurship major by taking MMTG 35030.

Social Media and Digital Marketing Concentration Requirements

Progression Requirements

• Minimum 2.000 overall GPA
• Minimum C grade in COMM 15000, ENG 21011, MATH 11010, MKTG 25010 and MMTG 35011

Graduation Requirements

• Students must complete a minimum 50 percent of business credit hours (required for the B.B.A. degree) in-residence on a Kent State University campus.
• Students must complete at least 50 percent of their major credit hours in residence on a Kent State University campus.
• Students must complete two measures of outcomes assessment as specified by the college for complete satisfaction of the B.B.A. degree.

Roadmap

This roadmap is a recommended semester-by-semester plan of study for this major. However, courses designated as critical (!) must be completed in the semester listed to ensure a timely graduation.

• Delivery:
  • In person
• Location:
  • Kent Campus

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