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.
Code | Title | Semester Hours |
---|---|---|
Lower Division Requirements | ||
BCOR 1910 | Business for Good | 2 |
BCOR 2110 | Financial Accounting | 4 |
BCOR 2120 | Accounting Information for Decision Making | 4 |
BCOR 2210 | Legal Environment of Business | 2 |
BCOR 2710 | Business Information Technology | 4 |
ECON 1050 | Introductory Economics | 4 |
ECON 2300 | Introductory Statistics | 4 |
MATH 112 | Calculus for Business | 3 |
Subtotal | 27 | |
Upper Division Requirements | ||
BCOR 3410 | Fundamentals of Finance | 4 |
BCOR 3510 | Marketing and Business Communications | 4 |
BCOR 3610 | Managing People and Organizations | 4 |
BCOR 4910 | Business Ethics and Sustainability | 4 |
One course from the “Quantitative Methods for Business” course-list 1 | 4 | |
One course from the “International/Global Awareness” course-list 2 | 4 | |
One course from the “Strategic Business Integrations” course-list 3 | 4 | |
Subtotal | 28 | |
Total Semester Hours | 55 |
e.g., BCOR 3750 Analytics in Operations and Supply Chain Management
e.g., BCOR 3860 International Business
e.g., BCOR 4970 Strategic Management
Note:
All upper division marketing major courses must be taken in residence at LMU. However, up to two courses approved in advance for LMU supported study abroad programs may count toward the major. 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.
Code | Title | Semester Hours |
---|---|---|
BCOR 3510 | Marketing and Business Communications | 4 |
MRKT 3512 | Customer Insights | 4 |
MRKT 3513 | Rethinking the Marketplace | 4 |
MRKT 3516 | Company and Customer Mutualism | 4 |
MRKT 3521 | The New World of Branding and Advertising | 4 |
MRKT 3531 | Brand Planning and Strategy | 4 |
MRKT 3532 | Personal Brand Management | 1 |
MRKT 3534 | Conceptual Brand Thinking | 4 |
MRKT 3570 | Marketing Law | 4 |
MRKT 3597 | Internship | 1 |
MRKT 3598 | Special Studies | 1-4 |
MRKT 4510 | Advertising and Promotion Management | 4 |
MRKT 4515 | Managing Retail and Service Businesses | 4 |
MRKT 4517 | Data-Driven Customer Insights | 4 |
MRKT 4521 | Adaptive Media and Analytics | 4 |
MRKT 4523 | Historical Survey of Business and Capitalism in Society | 4 |
MRKT 4524 | Sustainable Marketing Enterprises | 4 |
MRKT 4525 | Competitive Strategy | 4 |
MRKT 4527 | Customer Relationship Management Analytics | 4 |
MRKT 4531 | Creative Brand Management | 4 |
MRKT 4532 | Advertising Account Management | 1 |
MRKT 4533 | Psychology of Health and Marketing | 4 |
MRKT 4534 | Bottom-up Marketing Innovation | 4 |
MRKT 4535 | Public Policy and Marketing | 4 |
MRKT 4536 | Professional Selling | 4 |
MRKT 4543 | Brands, Celebrities, and the Arts | 4 |
MRKT 4545 | New Product Development | 4 |
MRKT 4546 | Brand Management | 4 |
MRKT 4547 | Strategic Marketing Decision Making | 4 |
MRKT 4553 | Non-Profit Marketing | 2 |
MRKT 4555 | Business-to-Business Marketing | 4 |
MRKT 4556 | Supply Chain Management and Logistics | 4 |
MRKT 4561 | Managing User Experience | 4 |
MRKT 4563 | New Perspectives for Understanding Markets | 4 |
MRKT 4565 | The Psychology of Selling and Consuming | 4 |
MRKT 4566 | Pricing Goods and Services | 4 |
MRKT 4573 | Sports Marketing | 4 |
MRKT 4574 | Entertainment Marketing | 4 |
MRKT 4576 | Marketing Strategy in the Global Environment | 4 |
MRKT 4583 | Modern Consumer Culture | 4 |
MRKT 4593 | Brand Storytelling | 4 |
MRKT 4595 | Value Creation and Marketing Accountability | 4 |
MRKT 4598 | Special Studies | 1-4 |
MRKT 4599 | Independent Studies | 1-4 |
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 Marketing and Business Communications during the fall semester of sophomore year. In the sophomore year, students choose one of the four specialized Marketing Curriculum Pathways or General Marketing. At the beginning of their junior year, students commence coursework toward their chosen Pathway or General Marketing: The four pathways are: 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. General Marketing and Marketing Curriculum Pathways all require MRKT 3512 Customer Insights, with BCOR 3510 Marketing and Business Communications as a prerequisite. It is strongly recommended that all marketing students complete MRKT 3512 Customer Insights before the start of their junior year. The additional foundational courses within the respective pathways are MRKT 3513 Rethinking the Marketplace (A-LIST Pathway), MRKT 3516 Company and Customer Mutualism (COIN Pathway), MRKT 4517 Data-Driven Customer Insights (MA Pathway), and MRKT 3521 The New World of Branding and Advertising (M-School Pathway). For all pathways, students must complete 20 units for the major.
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, one advanced MRKT elective course chosen from among those specifically designated as A-LIST electives, one advanced MRKT elective course chosen either from the A-LIST elective or other MRKT 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, one advanced MRKT elective course chosen only from among those specifically designated as COIN electives, one advanced MRKT elective course chosen either from the COIN electives or any other 4000-level MRKT elective (or MRKT 3513 Rethinking the Marketplace or MRKT 3521 The New World of Branding and Advertising), and the capstone MRKT 4595 Value Creation and Marketing Accountability.
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 and Business Communications, Marketing students can apply for admittance into the M-School program during the spring semester of their sophomore year. Admittance is competitive and not guaranteed; however, if accepted into the M-School, students are required to complete, in addition to MRKT 3512 Customer Insights, four M-School specific classes in order to meet the requirements of the Marketing major. Required classes include the foundational MRKT 3521 The New World of Branding and Advertising course and the capstone MRKT 4531 Creative Brand Management course. After completing MRKT 3512 Customer Insights and MRKT 3521 The New World of Branding and Advertising, students will complete two additional required courses among the following M-School courses: MRKT 3531 Brand Planning and Strategy, MRKT 3533 Production Tools and Techniques, MRKT 3534 Conceptual Brand Thinking, MRKT 4521 Adaptive Media and Analytics and MRKT 4538 Full Funnel Marketing. The fifth and final M-School course is MRKT 4531 Creative Brand Management, taken senior year, spring semester.
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. The Marketing major requires MRKT 3512 Customer Insights and four upper division courses beyond BCOR 3510 Marketing and Business Communications, regardless of the pathway selected. Requirements to complete the upper division courses for the general marketing major and each pathway are specified above.
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.
First Year | ||
---|---|---|
Fall | Semester Hours | |
BCOR 1910 | Business for Good | 2 |
ECON 1050 | Introductory Economics | 4 |
FFYS 1000 | First Year Seminar | 4 |
University Core | 4 | |
Semester Hours | 14 | |
Spring | ||
ECON 2300 | Introductory Statistics | 4 |
MATH 112 | Calculus for Business | 3 |
RHET 1000 | Rhetorical Arts | 3-4 |
University Core | 4 | |
Elective | 4 | |
Semester Hours | 18-19 | |
Sophomore Year | ||
Fall | ||
BCOR 2110 | Financial Accounting | 4 |
BCOR 2210 | Legal Environment of Business | 2 |
BCOR 3510 | Marketing and Business Communications | 4 |
University Core | 4 | |
University Core | 4 | |
University Core | 3-4 | |
Semester Hours | 21-22 | |
Spring | ||
BCOR 2120 | Accounting Information for Decision Making | 4 |
BCOR 2710 | Business Information Technology | 4 |
MRKT 3512 | Customer Insights | 4 |
University Core | 4 | |
Semester Hours | 16 | |
Junior Year | ||
Fall | ||
BCOR 3410 | Fundamentals of Finance | 4 |
BCOR 3610 | Managing People and Organizations | 4 |
Elective | 4 | |
One Marketing Pathway Foundation Course (dependent on pathway): | 4 | |
Rethinking the Marketplace (A-LIST) | ||
Company and Customer Mutualism (COIN) | ||
Data-Driven Customer Insights (M-School) or The New World of Branding and Advertising |
||
Semester Hours | 16 | |
Spring | ||
BCOR 3750 | Analytics in Operations and Supply Chain Management | 4 |
BCOR 3860 | International Business | 4 |
MRKT Pathway-Specific Required or Elective Course or General Marketing Elective course | 4 | |
Elective | 4 | |
Semester Hours | 16 | |
Senior Year | ||
Fall | ||
BCOR 4910 | Business Ethics and Sustainability | 4 |
MRKT Pathway-Specific Required or Elective Course | 4 | |
Elective | 4 | |
Elective | 4 | |
Semester Hours | 16 | |
Spring | ||
BCOR 4970 | Strategic Management | 4 |
MRKT 4547 | Strategic Marketing Decision Making | 4 |
MRKT Pathway-Specific Capstone Course (dependent on pathway): | 4 | |
Brand Storytelling (A-LIST Pathway) | ||
Value Creation and Marketing Accountability (COIN Pathway) | ||
Strategic Marketing Decision Making (MA Pathway) | ||
Creative Brand Management (M-School Pathway) | ||
General Marketing Elective | 4 | |
Elective | 4 | |
University Core | 4 | |
Semester Hours | 24 | |
Minimum Semester Hours | 141-143 |
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