Marketing (B.A.)

Admission  Requirements: Students who meet the University requirements for regular admission are eligible for admission to the Mike Ilitch School of Business.

 

Degree Requirements

Candidates for the bachelor’s degree must complete 122 credits including satisfaction of the degree requirements. All course work must be completed in accordance with the academic rules of the University and those of the Mike Ilitch School of Business.

Marketing Major

The marketing major is designed to prepare students for a variety of careers in marketing. Marketing is the activity and institution involved in creating, communicating, delivering and exchanging offerings that have value for customers and society. Marketing management involves situation analysis, selection of marketing strategies and target markets, and coordination of product development, pricing, promotion and distribution elements.

As a complement to the basic major, students elect to pursue specializations in advertising or marketing management.

All students majoring in marketing must complete the requirements of their specializations and subsequently take MKT 6996.

Advertising/Marketing Communications Specialization

This specialization prepares students for work in a wide variety of businesses, advertising agencies, public institutions, and other organizations. It may serve as a background for people who plan to work in the advertising/marketing communications industry, or for general marketing jobs where promotional issues play a particularly prominent role.

Core
MKT 5490Principles of Advertising3
MKT 5410Marketing Research and Analysis3
MKT 5450Consumer Behavior3
MKT 6996Strategic Marketing3
Elective
Select two of the following:6
Sales Management
Advertising Copy
Advertising Media Planning
Public Relations of Business
Integrated Marketing Communications Strategy
Total Credits18
 

Marketing Management Specialization

This specialization provides students with broad exposure to the discipline of marketing management. In addition to the general focus on marketing management, the marketing management specialization trains individuals for a wide spectrum of marketing careers including marketing research, brand management, sales and sales management and product development.

Core
MKT 5410Marketing Research and Analysis3
MKT 5450Consumer Behavior3
MKT 6996Strategic Marketing3
Elective
Select three courses offered by the department of marketing and supply chain management and included on the department list available from the Office of Undergraduate Student Services9
Total Credits18