BSBA Program
One of UNC’s strengths - a solid foundation in the liberal arts - is also an important component of UNC’s Kenan-Flagler Business School. The BSBA Program is a broad-based, liberal arts oriented business education.
The core of the BSBA major includes courses in all business disciplines: communication, operations management, the legal environment, organizational behavior, marketing, managerial accounting, finance, economics and strategic management. Business electives begin to help students focus and specialize.
Why Marketing?
Marketing is an interesting, complex, creative, fast-paced and fun business activity. For most people, marketing is synonymous with advertising or sales. Marketers and sales professionals develop, launch and sell products to satisfy consumer needs; they decide to who they sell their product, where their products will be available, how to communicate and build relationships with their customers, and set prices. All of these decisions are made within a complex and dynamic social, political, cultural, economical and technological environment.
BSBA Marketing Area of Emphasis
Students can achieve an area of emphasis in marketing by completing any 3 marketing electives. Typical marketing careers chosen by BSBA students include General Marketing Management, Marketing Consulting, and Sales. Suggested marketing courses for each of these career directions are listed below. Of course, students desiring greater in-depth background are encouraged to take more than the minimum 3 marketing electives. Professor David Roberts is the faculty advisor for the marketing area of emphasis.
General Marketing Management
The classes in this concentration are recommended for students interested in jobs in corporate or field marketing positions, product or brand management, for banking, financial services, retailing, or consumer/business/technology products and services companies. The concentration is also recommended for students interested in starting their own business services. These jobs typically require a broad knowledge of marketing and its role in business decisions.
Foundation Elective
Marketing Strategy (BUSI 566)
Recommended Electives
Advertising (BUSI 560)
Consumer Behavior (BUSI 562)
Retailing & Distribution Channels (BUSI 563)
New Product Development (BUSI 564)
Other Relevant Electives
Marketing Analysis & Decision Making (BUSI 568)
Global Marketing (BUSI 617)
Marketing Consulting
The classes in this concentration are recommended for students interested in jobs as a consultant, analyst, or researcher, either inside a specialist consulting organization, or within an enterprise. Marketing consulting roles typically involve the analysis of information on industries, markets, competitors, and/or customers to support critical business decisions.
Foundation Elective
Marketing Analysis & Decision Making (BUSI 568)
Recommended Electives
New Product Development (BUSI 564)
Marketing Strategy (BUSI 566)
Other Relevant Electives
Consumer Behavior (BUSI 562)
Retailing & Distribution Channels (BUSI 563)
Global Marketing (BUSI 617)
Sales
This concentration is suitable for students who are interested in a direct relationship with their company's customers and partners, and in owning responsibility for producing sales results. Successful completion of the concentration will position you for a career in business-to-business sales, field marketing, or even the successful launch of your own entrepreneurial company.
Foundation Elective
Sales Management (BUSI 561)
Recommended Electives
Sales Strategy & Skills (BUSI 501)
Consumer Behavior (BUSI 562)
Retailing & Distribution Channels (BUSI 563)
Other Relevant Electives
Advertising (BUSI 560)
2009-2010 Class Schedule
|
Fall 2009 |
Spring 2010 |
|
BUSI 406
Principles of Marketing |
BUSI 406
Principles of Marketing |
|
BUSI 561
Sales Management |
BUSI 501
Sales Strategy & Skills |
|
BUSI 563
Retail & Distribution
Channels |
BUSI 560
Advertising |
|
BUSI 564
New Product Development |
BUSI 562
Consumer Behavior |
|
BUSI 566
Marketing Strategy |
BUSI 568
Marketing Analytics &
Decision Making |
|
BUSI 617
Global Marketing |
BUSI 617
Global Marketing |
BSBA COURSES
BUSI 406 Principles of Marketing
This core undergraduate business course is designed to provide you with an introduction to marketing. The course
focuses on key marketing concepts, the role of marketing within organizations, and the role of marketing in society.
This course allows students to build foundational marketing skills, which further can be explored through the
elective course offerings. (prerequisite for General Marketing Management, Marketing Consulting and Sales)
BUSI 501 Sales
This course is designed to give you a practical, hand-on understanding of the personal selling process. The first half
of the course will focus on sales strategy, in which students will learn how companies use personal selling to
enhance their business. The second half of the course concentrates on developing the skills necessary to be an
effective sales person or consultant. Since many students will do sales activities post graduation, this course may
interest all students pursuing marketing and other related fields post graduation.
BUSI 560 Advertising
This course is designed to provide students with the knowledge and tools needed to evaluate, prepare and manage
an integrated marketing communication campaign. The course covers many promotional techniques and media, and
approaches advertising from the marketing management perspective. This course is designed for students who plan
to join marketing departments with active engagement with in-house or outside advertising agencies.
BUSI 561 Sales Management
This course provides students with a comprehensive overview of the sales management process. It covers
important topics, such as sales force planning, budgeting, recruiting, selection, training, compensation, supervision
and control. It is highly recommended for students who are interested in joining a sales organization themselves or
who plan to work in marketing where there will be emphasis on personal selling.
BUSI 562 Consumer Behavior
Understanding the thoughts and actions of consumer is a key element to successful marketing. This course offers an
extensive review of the conceptual models and empirical research in consumer behavior. Students will learn about
how consumers make decisions; both how individual characteristics as well as how the environmental influences
(including those controlled by marketers) can impact consumer decision making. This course is designed for
students who would like to work for organizations who work closely with final consumers.
BUSI 563 Retailing & Distribution Channels
This course explores the theory, practice and issues involved in designing contemporary distribution channels.
Additionally, the course will focus on strategic decisions for successful retail practices. Major emerging and
evolving organizations in the US and around the world will be used to highlight how companies design and manage
distribution channels, and design successful retail environments. This course is designed for students interested in
joining marketing departments, and for those who may have an interest in distribution and supply chain topics.
BUSI 564 New Product Development
This course explores the design and development of new products. Key topics include invention and creativity,
product design, and the value proposition. This course has a broad appeal, and may interest students who would
like to learn more about innovation, entrepreneurship, and new product marketing.
BUSI 566 Marketing Strategy
The most effective marketing programs result from taking a strategic approach to the development of the marketing
plan: analyzing the business in a systematic manner, and using the insight gained to determine the most impactful
activities. This course will cover the critical principles, and provide the tools and frameworks which, if used
consistently, will enable you to develop an effective strategic marketing plan.
BUSI 568 Marketing Analysis and Decision Making
This course introduces students to the process of using analytical techniques, statistical models, and software tools
to solve marketing problems. Select topics covered in the course include: analyzing customer choice behavior, tools
for segmenting and targeting customers, perceptual mapping, new product design, and forecasting. This course is
designed to help students refine their quantitative skills, and emphasizes how these quantitative skills can be used
successfully in a variety of marketing roles.
BUSI 617 Global Marketing
This course provides an overview of the trends, issues, and unique aspects of marketing management in the global
economy. Students will examine the issues involved in marketing products and services across national boundaries
such as culture, ideology, economics, technical standards, politics, and currency movements. This course is
designed for students who are interested in exploring marketing with an international orientation.