Marketing Concentration

Marketing Concentration in Business Administration Major
Marketing in the digital information age requires keen insight into consumer behavior, product design and functionality, and effective management of marketing information systems, processes and resources. The Eastern Marketing concentration courses address contemporary marketing needs by providing a solid overview of current advertising, sales and marketing best practices, a thorough analysis of factors influencing consumer behavior and marketing research techniques, and thoughtful examination of multicultural perspectives and insights into effective international marketing.

Concentration Requirements
A minimum of 9 credit hours from the following 300 and 400 level elective courses is required to complete a Marketing Concentration in addition to a student’s Business Administration major required courses. Students seeking a Marketing Concentration must complete BUS 428 – Marketing Research.

One Required Course (3 credits) Credits
BUS 428 Marketing Research 3
Two Elective Courses Listed Below (6 credits) Credits
BUS 321 Advertising 3
BUS 324 Marketing Management for the Hospital Industry 3
BUS 325 Consumer Behavior 3
BUS 326 Sales Management 3
BUS 327 Industrial Marketing 3
BUS 329 International Marketing 3
BUS 429 Strategic Marketing 3
BUS 465 Seminar in Marketing 3

Business Administration – Four Year Plan of Study and Elective Courses


Concentration Benefits and Career Information
Students who complete a International Business Concentration in addition to their Bachelors Degree in Business Administration are more prepared for careers such as Brand Manager, International Sales Specialist, Marketing Campaign Manager, Marketing Consultant, Market Research Analyst and Sales Manager. With complimenting minors in Communication, Advertising, or BIS focusing in E-Commerce, students become great picks for high demand positions in Targetal Marketing.

Common Complementary Programs and Courses
Management Concentration: Many individuals concentrating in Marketing add a Management concentration so as to either better position themselves for leadership positions in marketing teams and organizations or focus on the area of business to business marketing. The following Management concentration courses may be of particular relevance:

BUS 331 – Organizational Behavior
BUS 332 – Management of Organizations
BUS 434 – Organizational Improvement & Management Development
BUS 450 – International Business

BIS Minor and Marketing Related BIS Electives: Two of the hottest Marketing areas are 1) Internet e-commerce and marketing, and 2) Customer Management and Profiling using databases and data mining. Depending upon a person’s desired career path in Marketing, an individual may find the following BIS electives valuable in landing a job and improving one’s job performance and productivity.

BIS 365 – Emerging Technologies and Business Applications
BIS 375 – Electronic Commerce
BIS 377 – Organizational Website and Database Management
BIS 447 – Business Intelligence and Data Solutions

Common BIS positions held by alumni include Marketing Website Content Managers, Market Research Analyst, and more!

Communication Minor with Advertising Concentration: Getting the right message out at the right time in the right medium is critical in today’s marketing world and for modern businesses and non-profit organizations. The Communication minor requires two concentration areas with a minimum of two courses each. Helpful minor concentration electives for Business – Marketing concentration majors may depending upon one’s area of interest include the following:

COM 270 – Advertising Essentials
COM 373 – Adverting Copywriting
COM 476 – Advertising Media Planning
COM 478 – Advertising Campaign

Communication Minor with Public Relations Concentration: Getting the right message out at the right time in the right medium is critical in today’s marketing world and for modern businesses and non-profit organizations. The Communication minor requires two concentration areas with a minimum of two courses each. Helpful Public Relations Advertising minor concentration electives for Business – Marketing concentration majors may depending upon one’s area of interest include the following:

COM 260 – Introduction to Public Relations
COM 364 – Public Relations Writing Methods
COM 464 – Public Relations Crisis Management
COM 468 – Public Relations Campaigns