Bachelor of Arts in Marketing

Marketing is a fascinating, broad-based, and rapidly evolving discipline, encompassing everything from strategic analysis to how to create, deliver, and sell a product or service. Concordia’s program prides itself on international focus, deep faculty industry experience, and a culture that encourages strong faculty/student ties. In addition, students have extensive contact with business leaders through local and international internships, field trips, and career mentoring through faculty. 

Alain Gracianette, D.Mgt., Professor, agracianette@cu-portland.edu

MKT 360      PRINCIPLES OF MARKETING      Credits: 3

This course helps students discover how marketing activities relate to other functions of a business or non-business operation. In doing so, students will discover who marketers are, how they think, and what they do in connection with identification of target markets, creation of a marketing mix, and development of strategic plans to assist in managerial decision making.
Prerequisites: BA 101 and BA 203 with a C or higher.

MKT 362      CONSUMER BEHAVIOR      Credits: 3

Consumer behavior is the study of the cognitive, affective, behavioral and environmental factors that influence decision-making in the marketplace. Students will explore theoretical concepts and learn how the consumer engages in the buyer-seller relationship and the psychological factors that influence and shape consumer behavior. In addition, students will read some of the primary research and will develop a final paper or other project to demonstrate their integrated understanding.
Prerequisites: MKT 360 with a C or higher.

MKT 363      MARKETING RESEARCH      Credits: 3

This course introduces students to the fundamentals of marketing research, including research design, methodologies, analytical techniques, and reporting strategies. Students learn how to obtain, analyze, and use primary and secondary data that enable managers to make good decisions and avoid bad ones.
Prerequisites: MKT 360 with a C or higher.

MKT 365      INNOVATION AND PRODUCT LIFE CYCLE      Credits: 3

This course focuses on the principles, strategies, practices and applications of product lifecycle management (PLM) and how PLM is implemented by today's most innovative organizations. Particular emphasis is placed on the perceived risks and benefits of product innovation throughout the entire product lifecycle and the impact on corporate structure, operations and growth.
Prerequisites: MKT 360 with a C or higher.

MKT 366      GLOBAL MARKETING      Credits: 3

This course examines the ingredients necessary for the development and implementation of an international marketing program. Key elements examined include the similarities and differences in customer product preference, strategic planning, cultural sensitivity, economic and financial considerations, legal issues, and political conditions.
Prerequisites: MKT 360 with a C or higher.

MKT 399E      EXPERIMENTAL COURSE      Credits: 3

Experimental course option varies by term. Please see academic department for course description.

MKT 467      MARKETING STRATEGY AND MANAGEMENT      Credits: 3

Primary focus is on the management perspective of strategic development in marketing. Emphasis is on developing and implementing marketing strategies and determining their impact on customer satisfactions, profitabiity, and competitive advantage.
Prerequisites: MKT 360 with a C or higher.