2020-2021 University Catalog

Business Administration Marketing Concentration

The marketing program at Multnomah is a hands-on course of study designed to prepare students to positively contribute to organizational success by understanding the competitive world of marketing. Graduates will be effective marketers who understand the challenges faced by organizations related to identifying target audiences, marketing research, and designing and implementing branding, strategic advertising, messaging, promotions, and other marketing tools. Students will learn how to apply these skills across the broad range of needs exhibited by both for-profit and not-for-profit entities.

Marketing skills are not just studied in abstract, but are developed at a practical level by a significant number of supervised projects conducted for real-word organizations. These projects have real-world goals and outcomes, they produce results that the organizations can and do use! This interaction within the “off-campus” world allows students to positively impact the community for the common good, as they build their understanding and skills. These projects will become the basis of a skills portfolio setting graduates up for employment success immediately upon completion of their studies.

Topics studied include consumer acquisition and behavior, market research and demographics, how culture impacts consumer behavior, sales management, professional selling, and retail and category management. Focus is placed on the unique marketing needs of not-for-profit organizations. Underlying every course is a robust integration of Biblical truth and an intentional exploration regarding how faith impacts the activities of our lives.

Program Outcomes

In addition to the program outcomes of the general Business Administration major, the Marketing Concentration graduate will be able to:

  • Identify areas of ethical concern facing marketing professionals and articulate appropriate ethical guidelines based upon Biblical principles.
  • Explain key concepts, theories, and practices important to the management of organizations and apply them to specific situations facing organizations.
  • Analyze marketing problems or opportunities facing an organization, and solve marketing problems using quantitative and qualitative analysis.
  • Demonstrate acquired knowledge through conducting primary and secondary research, create surveys, analyze data and present accurate and valuable research findings.
  • Demonstrate effective sales and/or negotiation skills.
  • Execute a real-world client marketing report for a for profit/ non-profit organization through analyzing the market, assessing tradeoffs in various marketing strategies and providing research support for selected marketing strategies.

Requirements for the Marketing Concentration

Required: 59 semester hours; 38 or more upper-division credits; minimum 2.0 GPA.

All courses in the major must be completed with a grade of C- or higher.

BUS 201Business Essentials

3

BUS 302Principles of Management

3

BUS 313Intro to Business Information Systems

3

BUS 317Project Management

3

BUS 321Business Ethics

2

BUS 322Business Law Foundations

3

BUS 331Organizational Behavior

3

BUS 341Principles of Finance

3

BUS 452Business in Global Economy

3

BUS 496Strategic Management

3

MKT 362Principles of Marketing and Sales

3

ACC 215Financial Accounting

3

ACC 216Managerial Accounting

3

ECN 233Microeconomics

3

ECN 234Macroeconomics

3

MTH 224Statistics

3

Marketing Track

Select 12 credits from the electives below
MKT 363Consumer Behavior

3

MKT 411Digital Marketing

3

MKT 424Content Marketing

3

 

MKT 415Marketing Research

3

OR

PSY 373Research Methods

3

 

BUS 490Internship

3

Click here to download recommended program layout.