MARKETING

 

Mission Statement

 

The UNF undergraduate program in marketing is intended for students who seek learning opportunities about marketing functions, institutions, and marketing management practices in consumer and organizational business, industrial and governmental markets.  The marketing curriculum is designed to expose students to the foundations and functioning of marketing and marketing management and to develop their understanding, appreciation, and proficiency in marketing decision making within and across firms and in society.  The curriculum furnishes students with content knowledge and its applications in the principles of marketing, consumer behavior, marketing research and information systems, strategic marketing management, international marketing and additional elective areas of marketing as well as more general knowledge and skills relevant to business and a business career. 

 

Student Learning Outcomes

 

Pursuant to this mission, the Marketing program shares seven core learning objectives common to all majors within the Bachelor of Business Administration degree in the Coggin College of Business. These are listed below with reference to their emphasis within marketing courses.

1. Coggin College of Business students majoring in Marketing will communicate effectively in written, oral and electronic formats.
   
   
2. Coggin College of Business students majoring in Marketing will identify and propose alternatives to reconciling ethical issues in decision-making.
   
   
3. Coggin College of Business students majoring in Marketing will understand the global economy and recognize the impact of diverse socio-economic and cultural factors on business operations.
   
   
4. Coggin College of Business students majoring in Marketing will utilize technology to enhance decision-making skills and improve productivity.
   
   
5. Coggin College of Business students majoring in Marketing will demonstrate the ability to think critically to identify problems, and propose alternatives to these problems.
   
   
6. Coggin College of Business students majoring in Marketing will acquire knowledge in the major functional areas of business and understand the interrelationships among them. 
   
7. Coggin College of Business students majoring in Marketing successfully completing their program of study will demonstrate the following content knowledge and skills specific to their major.

 

 

Content/Discipline Knowledge & Skills

 

• Foundations and principles of marketing and marketing management and their application
  
  
• Concepts and theories of consumer behavior and decision making and their application
  
  
• Decision processes for marketing research and information management and their application
  
  
• Framework and decision processes in strategic marketing management and their application
  
  
• Distinctions and managerial decision making for International marketing and their application

Critical Thinking Skills

• gather, analyze and apply marketing information
  
  
• interpret marketing documents that use basic statistical and other quantitative techniques
  
  
• critically analyze a firm's marketing problems and formulate solutions in the key decision areas of price, promotion, product and distribution.

Communication Skills

• present business ideas orally and in writing for the comprehension by business and non-business professionals
  
  
• work effectively in a group or team environment

Curriculum Map
Click on the image below to see in which Marketing courses these Student Learning Outcomes are addressed:

Click Here to See the Marketing Services Curriculum Map

Assessment Approaches

 

Oral communication (objective 1) will be assessed by the average student performance while delivering an individual speech during SPC 4064 (Public Speaking for Professionals), using a standardized, anchored grading rubric for all students.

International business knowledge (objective 3) will be assessed by the average student score on the international business assessment indicator (sub-score) of the Major Field Test in Business from the Educational Testing Service (ETS), which will be administered in each student’s last term in their program of study.

Use of technology (objective 4) will be assessed by the average student score on questions developed by Coggin College Information Systems Management (ISM) faculty, and administered at the beginning and end of the term as each student completes ISM 4011 (Introduction to Management Information Systems). 

Critical thinking (objective 5) will be assessed by the average student score on a standardized critical thinking instrument (e.g., the Watson-Glazer Critical Thinking Appraisal), which will be administered as part of an upper division course required of all majors (e.g., MAN 3504 – Production / Operations & Logistics Management). 

Content knowledge in the functional areas of business (objective 6) will be assessed through the Major Field Test in Business from ETS, and administered in each student’s last term.  Content knowledge will be measured by the average overall student score, as well as the average student score on each of eight assessment indicators (or sub-scores), including accounting, economics, management, quantitative analysis, finance, marketing, legal / social environment, and information systems.

Knowledge specific to the major (objective 7) will be assessed by the average score of all Marketing majors graduating each term on the Marketing assessment indicator (sub-score) of the Major Field Test in Business from ETS.  In addition, advanced Marketing questions developed by the Coggin College Marketing faculty will be administered via course-embedded instruments in the required courses within the major, or appended to the Major Field Test in Business taken in the student’s last term.  The average score on these questions will be used for assessment of knowledge specific to the major.

Additional assessment approaches are in development, and those noted above are subject to revision as deemed appropriate.

 

Career Opportunities

For information on the many career options available to Marketing majors, go to What Can You Do with a Marketing Major at: http://www.unf.edu/dept/cdc/majors/marketing.html

 

For More Information

To learn more about the UNF Marketing program and majoring in Marketing, go to http://www.unf.edu/ccb/mml/marketing.htm

 

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