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Loyola Marymount University Bulletin 2020-2021 [ARCHIVED CATALOG]
Marketing, B.B.A.
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Objectives
The Marketing major focuses on activities that facilitate the creation of value and exchange between individuals and organizations. The Marketing Pathway Curriculum, introduced Fall 2018, prepares students to be future-proof and real-world ready in careers such as marketing research and analytics, advertising and promotion, interactive digital and social media marketing, brand planning and strategy, marketing and product management, global marketing, diversity marketing, retailing, and sales management. Additionally, these career paths can lead to leadership positions in all types of organizations and industries, including nonprofit and government sectors.
Learning Outcomes
- Students should know the core concepts of creating customer and company value and developing and executing the marketing mix (consisting of product, pricing, promotional, and place/distribution strategy) within the broader context of business, society, and culture.
- Students should understand the environmental, psychological, technological, socio-cultural, and competitive factors impacting businesses and consumers within marketing and exchange processes in the 21st century.
- Students should understand the impact of present and future technological change (e.g., digital and social media marketing, e-commerce, virtual and augmented reality, machine learning and artificial intelligence) on both consumer behavior and marketing strategy and practice.
- Students should understand the ethical and legal implications of both customer and business decision-making processes and outcomes.
- Students should acquire analytical and critical thinking skills, both qualitative and quantitative, for addressing challenges and optimizing the decision processes for businesses and consumers.
- Students should develop effective oral and written communication skills.
- Students should learn to collaborate and work effectively in teams.
- Students should develop confidence in expressing, articulating, and championing both their creativity and their ethical principles in addressing business and organizational opportunities and challenges.
- Students should understand how marketing activities impact the financial performance of a firm (such as profitability) and the economic outcomes for society.
Lower Division Requirements:
Upper Division Requirements:
Note:
For purposes of meeting the requirements for the B.B.A. in Marketing, an overall cumulative grade point average of at least a C (2.0) must be obtained in all courses required in the major.
All (Business Core, Major, and Elective) Marketing Courses:
Note:
Students in the Marketing major begin by completing the Business core marketing course, BCOR 3510 Marketing and Business Communications , which is a required core business class for all business and accounting majors. It is strongly recommended that students complete BCOR 3510 during their sophomore year. At the beginning of their junior year, students then choose to enter one of the four specialized Marketing Curriculum Pathways: Applied Learning in Societal Transformation (A-LIST), Congruity of Interests (COIN), Marketing Analytics (MA), or the M-School Pathway. Note that admission into the M-School Pathway is competitive and based on an application process taking place in the students’ sophomore year. Once in a Pathway, students must first complete the specific Foundational course(s) within that Pathway before taking any advanced MRKT elective courses or the required Capstone course within that respective Pathway. The foundational courses within the respective pathways include MRKT 3512 Customer Insights and MRKT 3513 Rethinking the Marketplace (in the A-LIST Pathway), MRKT 3512 Customer Insights and MRKT 3516 Company and Customer Mutualism (in the COIN Pathway), MRKT 3512 Customer Insights and MRKT 4517 Data-Driven Customer Insights (in the MA Pathway), and MRKT 3521 The New World of Branding and Advertising (in the M-School Pathway).
Requirements for the Marketing major are specific to each Pathway:
Students in the General Marketing program will complete MRKT 3512 Customer Insights , at least one Pathway foundational course (MRKT 3513 Rethinking the Marketplace , MRKT 3516 Company and Customer Mutualism , MRKT 4517 Data-Driven Customer Insights , MRKT 3521 The New World of Branding and Advertising ), and three upper-division MRKT electives including at least two 4000-level courses. Please note that Pathway prerequisites are applicable to General Marketing students.
Students in the A-LIST Pathway will complete MRKT 3512 Customer Insights and MRKT 3513 Rethinking the Marketplace , two advanced MRKT elective courses chosen from among those specifically designated as A-LIST electives, and the capstone MRKT 4593 Brand Storytelling course.
Students in the COIN Pathway will complete MRKT 3512 Customer Insights and MRKT 3516 Company and Customer Mutualism , two advanced MRKT elective courses chosen only from among those specifically designated as COIN electives, and the capstone MRKT 4595 Value Creation and Marketing Accountability course.
Students in the MA Pathway must complete MRKT 3512 Customer Insights , MRKT 4517 Data-Driven Customer Insights , MRKT 4527 Customer Relationship Management Analytics , one upper-division MRKT elective, and the capstone MRKT 4547 Strategic Marketing Decision Making course.
Alternatively, after completing BCOR 3510 , Marketing students can apply for admittance into the M-School program at the end of their sophomore year. Admittance is competitive and not guaranteed; however, if accepted into the M-School, students are required to complete the five M-School specific classes in order to meet the requirements of the Marketing major. Students apply to one of two tracks within the M-School Pathway: 1) Content Creation or 2) Strategy and Management. Required classes for both tracks include MRKT 3521 The New World of Branding and Advertising and MRKT 4598 Special Studies (Creative Marketing Studio). Additional required courses within the Content Creation track include MRKT 4511 Cross-Platform Content Creation , MRKT 4598 Special Studies (Conceptual Brand Thinking) and MRKT 4598 Special Studies (Production Tools and Techniques). Additional required courses within the Strategy and Management track include MRKT 3531 Brand Planning and Strategy , MRKT 4521 Adaptive Media and Analytics , and MRKT 4598 Special Studies (Growth Marketing).
Please note that students will be permitted to begin taking their foundational course and associated required or advanced elective courses within a Pathway only after completing BCOR 3510 Marketing and Business Communications .
Model 4-Year Plan–Bachelor of Business Administration–Marketing Major Curriculum
The following curriculum represents one possible order or sequence in which it is expected that students will take the various courses required for the B.B.A. (Marketing major) degree. Individual schedules may vary due to student qualifications, participation in Study Abroad programs, and course availability. In order to graduate within 4 years, a student should complete an average of 16 credits each semester.
Total: 13-14 semester hours
Total: 18-19 semester hours
Total: 16-18 semester hours
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