Department of Marketing and Sales

Grise Hall, Room 401
Phone: (270) 745-2249
Marketing Fax: (270) 745-5956
Marketing e-mail: MKT@wku.edu
Website: www.wku.edu/gfcb/marketing

Dr. Rick Shannon, Chair

Professors: D. Fugate, J. Gotlieb, R. Milliman
Associate Professors: L. Forbes, C. Martin, R. Shannon
Assistant Professors: J. Phillips, P. Todd
Executives-in-Residence: G. Benton, A. Hall
Professor Emeritus: R. Jefferson

Marketing Vision Statement
Western Kentucky University’s Marketing Department will be regionally acclaimed and nationally recognized for excellence in marketing and sales education.

Marketing Mission Statement
“To offer high quality undergraduate and graduate education for our varied constituencies.” Our goal is to graduate students with the knowledge and skills necessary for success and leadership in the business community. To accomplish this mission, we will use progressive teaching techniques as well as seek and apply knowledge through research. We also provide service to the university and the community using our expertise. Ultimately, we insure that students are prepared to excel in an ever changing, increasingly competitive, global environment by engaging them in the classroom and the business community.

Core Values (for students and faculty)
Honesty • Integrity • Trustworthiness • Ethics • Initiative • Curiosity • Tolerance of Other People and Ideas • Loyalty • Accountability / Personal Responsibility • Entrepreneurial Spirit • Strong Work Ethic • Empathy • Cultural Awareness and Respect

Marketing
The Marketing discipline offers two areas of concentration within the major: 1) general marketing and 2) sales. This allows the student to develop an education program which more closely fits their career aspirations and increases their placement opportunities.

Marketing is a dynamic business function that leads to goal-oriented exchanges between individuals and organizations. Important marketing activities include developing an idea, good or service intended to satisfy consumer wants and needs, promoting / advertising it to likely customers, selling it at a mutually agreeable price, and distributing it in acceptable locations.

The objectives of the marketing program are to teach students (1) the importance of marketing in an economy characterized by free consumer choice, (2) the knowledge and skills required to perform marketing activities, and (3) the interaction between marketing and diverse environmental forces which impact marketing decisions. The marketing student is prepared for a wide range of career opportunities in business and non-business, for profit and not-for-profit organizations. Entry-level business positions serve as a step into sales force management, pricing, product or brand management, advertising, market research, physical distribution, sports marketing or purchasing.

Careers in marketing often lead to high-level management positions. Non-business and not-for-profit organizations (hospitals, educational institutions and charitable groups) also seek well-trained marketing graduates.

When planning a program of study in this department, each student should be aware of the University’s academic requirements and regulations contained in this catalog in the chapter “Academic Information.”  Specific attention should be given to the subsections in the chapter entitled (a) Academic Programs, (b) General Education Requirements, and (c) Academic Requirements and Regulations. Students should be aware that some academic programs may require additional scholastic regulations and standards not specified in the catalog. To obtain a copy of these regulations, students should contact the department head.

Major in Marketing
The major in marketing (reference number 720) requires 73 hours in professional and elective courses and leads to a Bachelor of Science degree. Marketing majors must earn a “C” or better in all Marketing classes (MKT prefix) used as a part of the major on the degree program. Transfer Marketing classes with a grade of less than a “C” will not count towards the Marketing major. No minor or second major is required, although approved minors inside or outside the Gordon Ford College of Business are permitted and encouraged. Marketing majors must complete the Gordon Ford College of Business core consisting of ACCT 200, 201, CIS 141, ECON 202, 203, 206, MATH 116, COMM 161, CIS 243, ECON 306, FIN 330, MGT 200, 210, 314, 498, and MKT 220. One quantitative course must also be completed and may be chosen from the following: MATH 119, PHIL 115, PHIL 321, COMM 346. All marketing majors must take the following required courses: MKT 321, 421, 422, and 499; MGT 361, and a 3-hour upper-division business elective. For the General Marketing concentration (MKGM), a student must also take MKT 322 or 325; MKT 327 or 423; MKT 323 or 324; plus one additional marketing elective. For the Sales concentration (MKSA), a student must also take MKT 325, 424, and 425, plus one additional marketing elective.

Suggested Program of Study

Suggested Program of Study

Minor in Marketing
The marketing minor (reference number 413) provides an attractive complement to many traditional liberal arts majors. Combinations of marketing with foreign language, agriculture, advertising, the performing arts, sports, health care and hospitality services, fashion retailing and others would broaden and strengthen career options. Marketing has a role in any occupational field that involves consumers and the choices which they make. The marketing minor is also appropriate for business majors who wish to increase their understanding of marketing. Students who are business majors must take 15 hours of marketing courses beyond MKT 220. The minor requires 24 to 27 semester hours. MATH 116 and SOCL 100 or PSY 100 are recommended as background courses before beginning the minor though they are not a part of the minor program. The MATH and SOCL/PSY courses may be applied to general education requirements. The minor sequence is as follows: ACCT 200; ECON 202 or ECON 203; ECON 206 or equivalent; MKT 220; MKT 321; and 9 hours of upper-level MKT electives (12 hours of upper-level MKT electives for business majors). Marketing minors must earn a “C” or better in all Marketing classes (MKT prefix) used as a part of the minor on the degree program. Transfer marketing classes with a grade of less than a “C” will not count towards the marketing minor. More detailed information is available from the Department of Marketing and Sales.

Minor in Sales
The sales minor (reference number 452) provides an attractive option for students interested in professional selling. Combining a sales minor with a variety of fields such as finance, accounting, management, advertising, communication, health care and hospitality services, public relations, fashion retailing and numerous others would provide very strong career options. The minor requires 18 semester hours. All students must complete a 12-hour core composed of MKT 220, 325, and 425, along with COMM 263, A student must also take either COMM 345 or PSY 350.   The remaining three credits must be chosen from MKT 323, 424, or 427, or another MKT course approved by the marketing department head. Sales minors must earn a “C” or higher in all marketing classes (MKT prefix) used as part of the minor. At least 6 hours in the Sales minor must be unduplicated from courses counted in the major or other minors. More detailed information is available from the Department of Marketing and Sales.