Major

The marketing major is designed to meet the needs of a dynamic and culturally diverse marketing industry. It provides students with both theory and practice that address the rapidly changing marketing environment with a focus on digital and global marketing. Upon completion of the program, students will have gained skills necessary for a successful career in marketing and/or preparation for graduate work.

Upon completion of the major, students will be competent in:

  • assessing an organization's strengths, weaknesses, opportunities and threats by utilizing appropriate research and analysis.
  • conducting market research on diverse target market(s)
  • understanding consumer behavior from a cross-cultural perspective.
  • developing a comprehensive marketing plan that includes the selection and evaluation of alternative segmentation, product, price, distribution, and marketing communication objectives, strategies, and tactics.
  • creating and executing successful digital and relationship marketing campaigns.

Requirements for the major are:

Business Foundations

  • IB 101S Intro to Global Business or MN 110S Principles of Management & Leadership
  • MN 271 Principles of Accounting
  • EC 281S Principles of Microeconomics or EC 282S Principles of Macroeconomics
  • IB 378 Investment Finance or MN 377 Introduction to Business Finance
  • IB 201M IB Statistics or other approved Statistics Course

Marketing Requirements

  • MK 270S Principles of Marketing
  • MK 321 Consumer Behavior
  • MK 373 Marketing Communications
  • MK 374 Market Research
  • MK 375S Digital Marketing
  • IB 485 International Marketing

Marketing Internship

Students majoring in Marketing will complete the Marketing Internship as an Independent Study course sponsored, supervised, and approved by a Marketing/IB faculty during their junior or senior year.

Marketing Comprehensive Examination

MK 498 is the Marketing major comps course. Students will complete the comps in the winter or spring of their senior year.

Marketing Elective

Students must complete any one of the following elective courses:

  • AN206G Cultural Anthropology
  • IB 210 Students in Free Enterprise
  • IB 313G Marketing in Emerging Markets
  • IB 303 Global Capitalism
  • IB 360G Marketing a New Global Venture
  • Multicultural Marketing (Winter Term)
  • AR 342 Introduction to Graphic Design
  • AR 346 The Art of Web Page Design
  • CM 221 Media and Society
  • CM 303 Propaganda and Persuasion
  • CM 312 Public Relations Theory and Practices
  • CM 360A Media Ethics
  • Any marketing related course approved by a Marketing/IB faculty

All courses for the major must be passed with a grade of C- or better.

Sample course schedule:

First-Year Students

IB 101S Introduction to Global Business or MN 110S Principles of Management and Leadership

IB 201M or other approved Statistics course

MK 270S Principles of Marketing

Sophomores

MN 271 Principles of Accounting

EC 282 Principles of Macroeconomics or EC 281 Principles of Microeconomics

MK 321 Consumer Behavior

Juniors

MK 374 Market Research

MK 373 Marketing Communications

MK 375S Digital Marketing

IB 378 Investment Finance or MN 377 Introduction to Business Finance

Marketing Internship

Elective

Seniors

IB 485 International Marketing

MK 498
Marketing Strategies

Requirements for a minor in Marketing include successful completion of the following four core courses:

MK 270S Principles of Marketing

MK 321 Consumer Behavior

MK 374 Market Research

IB 201M Statistics or other approved Statistics course

In addition, students must complete any two of the following elective courses:

  • MK 373 Marketing Communications
  • MK 375S Digital Marketing
  • IB 360 Marketing a New Global Venture
  • IB 313G Marketing in Emerging Markets
  • IB 485 International Marketing
  • Multicultural Marketing (Winter Term)
  • IB101 Introduction to Global Business
  • MN 110S Principles of Management and Leadership
  • AR 342 Introduction to Graphic Design
  • AR 346 The Art of Web Page Design
  • CM 221 Media and Society
  • CM 303 Propaganda and Persuasion
  • CM 312 Public Relations Theory and Practices
  • CM 360A Media Ethics

Three of the courses for the Marketing minor must be Eckerd College courses. Students with transfer credit should consult with the International Business discipline coordinator about meeting the requirements for the minor.

Only one Winter Term course may count toward the minor.

All courses for the minor must be passed with a grade of C- or better.