The BA/BS in Marketing degree online requires 120 total credit hours, including 12 from core marketing classes.
General Education Business Courses (15-17 Credit Hours)
To earn a BA or BS in any business discpline, students must take 15-17 credit hours of General Education Business Courses. Please speak with an enrollment counselor for more details.
Core Business Requirements (36 Credit Hours)
This course introduces students to the accounting information framework used by organizations to collect, maintain, and report financial information. Special emphasis will be given to transaction analysis and the resulting effect on the financial statements. Lab fee may be required.
This course focuses on the development, analysis, interpretation, and communication of financial information designed to assist managers in achieving the goals of an organization. Topics include discussions about different cost accumulation systems, cost management systems, activity-based costing and management, and planning and control. Lab fee may be required.
This course introduces the student to the fundamental concepts of financial management including basic financial analysis, working capital management, planning and forecasting, security valuation, capital budgeting, cost of capital, leverage and capital structure, and international financial management. Lab fee may be required.
This course provides students with an overview of global business and trade within the framework of today’s dynamic business environment. The course also looks at how historical perspectives influence and shape current events. Topics to be covered include globalization, trade theories, governmental influence on trade, cross national trade agreements, and an introduction to capital markets and foreign exchange. The course also examines how businesses interact with the cultural, political, ethical, legal, and economic environments of multiple nations. An overview of international business strategies is also provided. This course uses library research, case studies, and current business events to understand the methods and practices that international managers use to address these issues. Lab fee may be required.
Introduction to Business and Free Enterprise is an introductory course designed to prepare students to deal effectively with the challenges of contemporary life, including business activities such as management, marketing, teamwork, leadership, globalization, economic implications, as well as future expectations. This course intends to assist students in developing the skills needed to understand the principles and processes of everyday business life; and to introduce students to the academic opportunities and activities offered by the Plaster School of Business & Entrepreneurship and the Lindenwood University community. In addition, the seminar will provide information, instruction, exercises, techniques, group interaction, and guidance in the areas of personal growth. Lab fee may be required.
This course covers essential components of information systems and the impact of information technology on business organizations. Topics discussed include communications and networking, e-commerce, web technologies, database management, and systems development methodologies. Issues of cybercrime and computer ethics will be discussed. Use of spreadsheet software for decision support is emphasized. Lab fee may be required.
This survey course explores the development of the understanding of organizations and of the decision making skills required in management positions. The purpose of this course is to examine how management concepts have developed and continue to change. A detailed examination will be conducted of the four basic functions of management: planning, organizing, motivating, and controlling. Particular emphasis will be given to goal planning, managing change, career progression, and the managerial value system. By the end of this course, students will appreciate the changing environment of management. Lab fee may be required.
Business law is an introductory course designed to familiarize the student with the subject matter of the legal environment of business. Particular emphasis will be given to the sources of law; the role of society; the judicial function; and selected areas such as governmental regulation and agencies, crimes and torts, contracts, business organizations, agency, and employment law. Various approaches to understanding legal issues will be used, including case law analysis and the examination of current legal issues affecting business. Lab fee may be required.
This course provides an introduction to business analytics, which involves the use of statistical, predictive and optimization models to transform data into insight for making better decisions. An important goal is to encourage a more disciplined thinking process in the way a manager approaches management decision situations and to apply mathematical modeling with spreadsheets to decision making. Topics covered will include data visualization, forecasting, linear optimization, transportation and transshipment problems and simulation modeling. Hands-on projects and cases will relate to problems arising in a variety of functional areas of business, including finance, accounting, economics, marketing, sport management and supply chain management. Lab fee may be required.
Management Policy is an advanced course designed to apply the theoretical principles of management to the processes of setting, implementing, and evaluating business strategy. This is the capstone course for all business majors, drawing on the information and skills developed over the course of the business program. The course will serve to reinforce the integration of the concepts presented in core business courses with the student’s business degree. Various approaches to understanding these management issues will be used, including examinations and case study analyses. Final semester of senior year. Lab fee may be required.
This course is an in-depth introduction to the functional business area of marketing. It examines how goods and services are presented to target customers through the use of the marketing-mix variables: product, price, place, and promotion. Emphasis in this course is on the student developing a working knowledge of the vocabulary, principles, concepts, and theories of contemporary marketing as used in various organizational settings. Lab fee may be required.
Choose one of the HRM courses below
This course examines human resource functions related to business organizations, including job descriptions, recruiting and selecting, training and development, performance management, compensation, labor management relations, and strategic planning. Lab fee may be required.
This course explores the behavior of individuals, teams, groups, and organizations, in the workplace. Topics include business trends, globalization, ethics, corporate social responsibility, leadership, team dynamics, change management, performance, morale, power, personalities, desirable competencies, and communication. Lab fee may be required.
Five Required Major Courses (15 Credit Hours)
This course provides an introduction to the multiple sources of data and information used in making strategic and tactical marketing decisions. The course is designed to introduce the student to the strengths and limitations of a variety of marketing techniques and to the thought processes involved in selecting appropriate marketing techniques. Particular emphasis will be given to problem definition, design of marketing research studies, data collection techniques, data analysis and interpretation. A comprehensive team case toward the end of the course will tie together the concepts presented and provide an opportunity for oral and written presentation. Lab fee may be required.
This course focuses on the marketing function of communicating the various promotional activities such as advertising and promotion with an emphasis on the planning, preparing, and placing the messages of integrated brand promotion. The role of the advertising agency and the dynamic role of the internet in integrated brand promotion will be explored in detail. A course project will enable students to apply the concepts discussed in the course to a real world situation. Lab fee may be required.
This course will cover the major topics within digital marketing with a focus on analytics, but also including advertising, SEO/SEM, elements of html and landing page optimization, e-mail marketing and current best industry practices. Lab fee may be required.
This course examines the concepts of personal selling. The goal of this course is to provide a detailed analysis of the innovative selling strategies and concepts necessary to negotiate mutually beneficial agreements. Particular emphasis will be given to professional presentation and image management of the salesperson, building long-term relationships with customers, sales theory concepts involved in personal sales, and business-to-business sales. Lab fee may be required.
Topics to be covered include defining marketing problems and opportunities, evaluating alternative solutions, and developing strategies to address these issues. Students will be required to actively participate in discussion of outside readings and case studies that address a variety of marketing related issues. In addition, the course utilizes a team-based computer simulation in which students will form companies and compete in simulated markets. Lab fee may be required.
Elective Requirement (12 Credit Hours)
This course offers a focused examination of the creative processes involved in developing promotional messages, from brainstorming, through strategic message revision, to finished tactical message execution. Emphases will include practicing the tactics of the creative promotional concept execution, including targeting and tailoring promotional messages by integrating verbal and graphic message components for delivery across a variety of media platforms, including print, outdoor, broadcast, and interactive.
This course offers a comprehensive study of the processes involved in the development and deployment of successful advertising campaigns and will focus on the conceptualization, planning, budgeting, project timeline development and measurements of success and other stages of these campaigns. Creating a media plan, market segmentation overview and analysis of response rate are part of this class. An understanding of expectations, investment and return on investment will be reviewed as well.
This course is designed to provide an extensive analysis of the marketing mix and how it can be standardized for transnational markets. The course will present techniques used to identify potential markets of products and/or services in the global marketplace. Lab fee may be required.
This course is designed for students who are interested in understanding the fundamental aspects of Supply Chain Management (SCM). It is designed to familiarize the student with the subject matter of procurement, forecasting, inventory management, enterprise resource planning, quality management, location selection, supply chain integration and performance measurement. Lab fee may be required.
This course will cover the major topics within social media marketing with a focus on application of theory, social media metrics, platforms, advertising and market research. Focus will be applied to case studies and projects. Lab fee may be required.
Pricing is an intermediate course designed to strengthen the student’s understanding of pricing strategy. The goal of this course is to provide the student with an understanding of the strategic importance of pricing, the psychological impact of various pricing tactics, a review of the strategic pricing options, and the experience of analyzing the impact of various pricing strategies. Lectures and case studies will provide the theory and analytical tools for development of pricing strategies and tactics. Computer simulations will provide students with the opportunity to apply knowledge derived from lectures and case studies. Lab fee may be required.
This course will study the managerial process and design for new product development. The course will examine the product manager’s role in team management as it relates to new opportunity identification; new concept generation; new concept evaluation; development of the product or idea; and the steps necessary for successful market or launch. Particular emphasis will be placed on the following areas: the marketing process of finding and solving consumer needs, concept testing, forecasting, and financial analysis, product protocol, design, product testing, strategic launch planning, and market testing. Lab fee may be required.
This course introduces students to a shift in how organizations (for-profit and nonprofit) promote products, services, and ideas through relationship marketing and marketing communications. Students will examine more credible and cost effective ways to create relationships with target markets than traditional mass-market advertising. They will examine marketing strategies that use the fundamentals of classic public relations, word-of-mouth (WOM) marketing, event marketing, mobile marketing, social media networking, and other forms of creative marketing communications to foster interactions among organizations, products, consumers, and the media. Lab fee may be required.
This course is designed to strengthen the student’s understanding of consumers’ marketplace behaviors. Topics to be covered include motivation, buying behavior, learning, problem solving, perception, and decision making. Students will consider the implications of the social, cultural, and psychological factors that form consumer behavior. Particular emphasis will be given to marketing techniques and strategies used to anticipate and define consumers’ wants and needs. Lab fee may be required.
The Internship Program is designed to expose the student to a variety of practical business environments. This exposure will permit the student to observe and experience firsthand how businesses function in today’s society.
This course examines the differences between for profit and nonprofit organizations and includes examination of philanthropy and techniques of fundraising, relationships with umbrella funding organizations, government funding, and budgeting. Lab fee may be required.
This course will examine and teach how to create a marketing plan for a nonprofit organization identifying the targets of the plan and addressing what is known as the four P’s of marketing: place, public, price and promotion. Lab fee may be required.
This course examines the unique process of applying marketing principles to the sport industry. The purpose of this course is to survey the functions of sport marketing. Students will learn about integrated marketing strategies within the sport industry and will gain a better understanding of sport consumers, the needs and desires of sport consumers, and the marketing mix as it applies to sport. Lab fee may be required.
This course focuses on the planning, management, and execution of successful events, such as sporting events, artistic performances, corporate conferences, and community and charitable events. Topics addressed include organizational structure, legal issues, risk analysis, budget preparation, negotiations, vendor relations, product and service development, staff management and development, and post-event analysis. Out of class field experience and training will be scheduled as appropriate. Lab fee may be required.
As you’re making your decision about pursuing an online degree, you are likely to have questions. From program information to details about the application process, we’re here to help you find the answers you need.