.. "'... UNIVERSITY OF
•
. . '. MARYLAND
1119 Main Administration Building
College Park, Maryland 20742-5031
301.405.5252 TEL 301.405.8195 FAX
OFFICE OFTHE SENIOR VICE PRESIDENT
FOR ACADEMIC AFFAIRS AND PROVOST
February 25, 2010
MEMORANDUM
TO:
G. Anandalingam
Dean, Robert H. Smith School of Business
FROM:
Elizabeth Beise (1J
Interim Associate Provost for Academic Planning and Programs
SUBJECT:
Proposal to Modify the Curriculum for the B.S. in Marketing (PCC log no. 09048)
6
At its meeting on February 19,2010, the Senate Committee on Programs, Curricula and
Courses approved your proposal to modify the curriculum for the B.S. in Marketing. A copy of
the approved proposal is attached.
The changes are effective Fall 2010. The College should ensure that the changes are fully
described in the Undergraduate Catalog and in all relevant descriptive materials, and that all
advisors are informed.
MDC/
Enclosure
cc:
Alex Chen, Chair, Senate PCC Committee
Sarah Bauder, Office of Student Financial Aid
Reka Montfort, University Senate
Erin Howard, Data Administration
Donna Williams, Institutional Research & Planning
Anne Turkos, Archives
Linda Yokoi, Office of the Registrar
James Dietz, Undergraduate Studies
Brian Horick, Robert H. Smith School of Business
Janet Wagner, Robert H. Smith School of Business
THE UNIVERSITY OF MARYLAND, COLLEGE PARK
PROGRAM/CURRICULUM/UNIT PROPOSAL
•
Please email the rest of the proposal as an MSWord attachment
to pcc-submlsslons@)umd.edu.
•
!PCC LOG NO
.
09 0 4 8
Please submit the signed form to the Office of the Associate Provost
for Academic Planning and Programs, 1119 Main Administration Building, Campus.
--'
College/School: Robert H. Smith School of Business
College/School unit code-7 digits: 1290101
Department/Program: Marketing
Department/Program unit code-7 digits: 1290901
Type of Action (choose one):
_
(including informal specializations)
0 New academic degree/award program
0 New Professional Studies award iteration
o Renaming ofprogram or formal Area ofConcentration
o Addition/deletion offormal Area ofConcentration
0 New Minor
o Suspend/delete program
0 Other
Italics indicate that the proposed program action must be presented to the full University Senate for consideration.
Summary of Proposed Action:
The Smith School's Marketing Department is requesting that the number of upper level ECON courses required for the
major be lowered from 2 courses to 1 course. For more details see the enclosed proposal.
==============~=============================~=====================================
APPROVAL SIGNATURES - Please print name, sign, and date. Use additional lines for multi-unit programs.
2. Department Chair
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3. College/School PCC Chair
4. Dean
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5. Dean of the Graduate School (if required)'
6. Chair, Senate PCC
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7. University Senate Chair (if required) - - - - - - - - " " 7 " " : I - : i - - - - - - - : - - - - - - - - - - - - - ­
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8. Vice President for Academic Affairs & Provost ------'-"'~..:>£I.q....IU-~H"""'''''''&_-------::..+-I_-I
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REASONS FOR PROPOSED ACTION
After a review of its curriculum, the Marketing Department of the Robert H. Smith School of Business is in
agreement with the national trend and is requesting that the number of upper level ECON courses required for the
major be lowered from 2 courses to 1 course. By reducing the number of upper level economic courses required,
students will be able to take an additional elective in its place providing greater flexibility and increased
opportunity for students to pursue other coursework in programs like study abroad, minors, Smith School
Fellows Programs, or 2nd majors. An additional ECON course is not required for any career opportunity in
Marketing, and with more elective credit, students can tailor their curriculum to fit their specific career goals.
In addition, the Economics Dept at UM has faced a significant increase in the number of students in their major.
As a result, business and economics students are having more difficulty accessing upper level ECON courses.
By eliminating the 2nd economics course required in the Marketing major, these students will have less
difficulty completing degree requirements. A significant number of Smith School majors already only require
one upper level ECON course including Accounting, Information Systems: Business Specialization, Operations
Management, and Supply Chain Management.
DESCRIPTION OF CURRICULUM CHANGE
Marketing majors will still be required to complete 3 credits of upper level economics from ECON 305 Intermediate
Macroeconomic Theory & Policy, ECON 306 Intermediate Microeconomic Theory, ECON 330 Money and Banking, or
ECON 340 International Economics. However, they will no longer be required to complete a 2nd upper level economics
from the options noted below under the old requirements. Students who have completed ECON 325 or ECON326 can
substitute these courses for ECON305 and ECON306 respectively.
Old Requirements
BMGT 451—Consumer Analysis
BMGT 452—Marketing Research Methods
BMGT 457—Marketing Policies and Strategies
3 cr
3 cr
3 cr
Three of the following courses:
9 cr
BMGT 352—Customer-Centric Innovation - New Option
BMGT 353—Retail Management
BMGT 357—Retailing and Marketing Internship (3 credits only)
BMGT 372—Introduction to Logistics and Supply Chain Management
BMGT 450—Integrated Marketing Communications
BMGT 454—Global Marketing
BMGT 455—Sales Management
BMGT 458—Special Topics in Marketing (maximum 6 credits if content differs)
BMGT 484—Electronic Marketing
Total .........................................................................................................18 cr
Upper Level Economics Requirements
One of the following courses:
ECON 305 Intermediate Macroeconomic Theory & Policy
ECON 306 Intermediate Microeconomic Theory
ECON 330 Money and Banking
ECON 340 International Economics
One additional course from the following courses: (DELETING)
ECON 305 Intermediate Macroeconomic Theory & Policy
ECON 306 Intermediate Microeconomic Theory
ECON 311 American Economic History Before the Civil War
3 cr
3 cr
ECON 315 Economic Development of Underdeveloped Areas
ECON 330 Money and Banking
ECON 340 International Economics
ECON 375 Economics of Poverty and Discrimination
ECON 380 Comparative Economic Systems
Any 400 Level ECON
Note: Students who have completed ECON 325 and ECON326 can substitute these courses for ECON305 and ECON306
respectively.
Total Upper Level Economics Requirements………………………………6 cr
New Requirements
BMGT 451—Consumer Analysis
BMGT 452—Marketing Research Methods
BMGT 457—Marketing Policies and Strategies
3 cr
3 cr
3 cr
Three of the following courses:
9 cr
BMGT 352—Customer-Centric Innovation
BMGT 353—Retail Management
BMGT 357—Retailing and Marketing Internship (3 credits only)
BMGT 372—Introduction to Logistics and Supply Chain Management
BMGT 450—Integrated Marketing Communications
BMGT 454—Global Marketing
BMGT 455—Sales Management
BMGT 458—Special Topics in Marketing (maximum 6 credits if content differs)
BMGT 484—Electronic Marketing
Total .........................................................................................................18 cr
Upper Level Economics Requirements
One of the following courses:
ECON 305 Intermediate Macroeconomic Theory & Policy
ECON 306 Intermediate Microeconomic Theory
ECON 330 Money and Banking
ECON 340 International Economics
3 cr
Note: Students who have completed ECON 325 and ECON326 can substitute these courses for ECON305 and ECON306
respectively.
Total Upper Level Economics Requirements………………………………3 cr (only 1 course now required)
Additional Degree Requirements of the Marketing Major
At the Smith School of Business, a minimum of 120 credit hours is required to complete a Bachelor of Science degree.
Besides the major requirements, economics requirements and freshmen/sophomore requirements listed above and
junior/senior level Smith School of Business core requirements listed below, a student must complete the University's
CORE General Education Requirements and sufficient lower and upper level elective credit to accumulate a total of 120
credit hours. A minimum of 58 credit hours of the required 120 hours must be in 300-400 (upper) level courses. A
detailed explanation including additional Smith School of Business degree requirements are listed on the next page.
Freshmen/Sophomore Smith School Requirements
MATH 220 or 140 - Elem.Calculus I or Calculus I
BMGT 220 & 221 - Principles of Accounting I & II
BMGT 230 or 231 - Business Statistics
ECON 200 & 201 - Principles of Micro & Macro Economics
COMM 100, 107 or 200 - Foundations of Speech Communications,
Speech Communication, or Critical Thinking and Speaking
Total
3-4 cr
6 cr
3 cr
8 cr
3 cr
23-24 cr
Junior/Senior Smith School Requirements
BMGT 301 - Introduction to Information Systems
BMGT 340 - Business Finance
BMGT 350 - Marketing Principles
BMGT 364 - Management and Organization
BMGT 367 - Career Search Strategies and Business
BMGT 380 - Business Law
BMGT 495 - Business Policies
Total
3 cr
3 cr
3 cr
3 cr
1 cr
3 cr
3 cr
19 cr
Marketing Major Requirements (details listed previously)
18 cr
Upper Level Economics Requirements (details listed previously)
3 cr
University CORE General Education Requirements - not
fulfilled by Smith School requirements listed above. - Total Credits
28 cr
Lower Level Electives
16-17 cr
Upper Level Electives
12 cr
Grand Total Required
120 cr
Current Catalog Description
The goal of marketing is to satisfy all the stakeholders of the firm—employees, dealers, stockholders, and customers—by
seeing that quality goods and services are developed and provided at fair prices and in a way that benefits the community
and society. World-class competition has forced businesses to develop marketing programs that are as good as the best.
This means getting closer to the customer, joining other organizations to create value for the consumer, and designing
integrated distribution and communication programs that provide a seamless flow from producers to consumers. Pricing,
communication/promotion, product/service, and distribution activities inherent in the development of marketing programs
are applicable to non-profit organizations, business-to-business organizations, and firms that sell to ultimate consumers.
Many types of careers are available to the marketing major. These include, but are not limited to: sales, advertising,
retailing, product/service management, and marketing research. Because of the many different employment opportunities
in marketing, many marketing electives are offered along with three core courses required of all marketing majors—
consumer analysis, marketing research, and marketing strategy.
Updated Catalog Description
No Change.
Typical Four Year Plan
Year 1, First Term
Courses
ENGL101 (if not exempt) or
elective
MATH 220 (or as
placed)
ECON200
CORE class
Lower level elective
Year 1, Second Term
Credits
Courses
Credits
3
ECON201
MATH220 (if still needed) or
BMGT230
COMM107
CORE
CORE
4
3
4
3
3
16
Year 2, First Term
Courses
BMGT220
BMGT230 (if still needed) or
elective
Lower level elective
Lower level elective
CORE (Lab Science)
Year 2, Second Term
Credits
3
Courses
BMGT221
Credits
3
3
2
3
4
15
CORE
Remaining electives
CORE
3
6
3
Year 3, First Term
15
Year 3, Second Term
Courses
BMGT350 (College
Core)
Upper level elective (1 of 4)
College Core
Credits
College Core
ECON 305, 306, 330 or 340
BMGT367 (College
Core)
3
3
3
3
3
1
16
Year 4, First Term
Courses
BMGT452 (Major requirement 2
of 6)
Major Requirement (3 of 6) from
options
Major Requirement (4 of 6) from
options
Professional Writing
Upper level elective (3 of 4)
3
3
3
3
16
Courses
BMGT451 (Major requirement 1 of
6)
College Core
College Core
Advanced Studies
Core
Upper level elective (2 of 4)
BMGT367 (if still
needed)
Credits
3
3
3
3
3
1
15-16
Year 4, Second Term
Credits
3
3
3
3
3
15
Courses
BMGT457 (Major requirement 5 of
6)
BMGT495 (College Core)
(340/350/364 prereqs)
Major Requirement (6 of 6) from
options
Upper level elective (4 of 4)
Credits
3
3
3
3
12
Prerequisite/Course Sequencing Structure
BMGT350: Prerequisite: ECON200 or ECON205
BMGT351: Prerequisite: BMGT350
BMGT 353: Prerequisites: BMGT220; and BMGT350
BMGT 357: Prerequisites: BMGT350
BMGT 372: No Prerequisite
BMGT 450: Prerequisite: BMGT350
BMGT 451: Prerequisite: BMGT350
BMGT 452: Prerequisites: BMGT230; and BMGT451
BMGT 454: Prerequisite: BMGT350
BMGT 455: Prerequisite: BMGT350
BMGT 457: Prerequisite: BMGT350
BMGT 484: Prerequisite: BMGT350
COURSE DESCRIPTIONS
BMGT 350 Marketing Principles and Organization (3) Prerequisite: ECON200 or ECON205. An introduction to the concepts and
principles of marketing including the marketing of service and nonprofit organizations. Provides an overview of all the concepts in
marketing including relationship marketing, product development, pricing, promotion, marketing research, consumer behavior,
international marketing, distribution and internal marketing to employees.
BMGT 351 Direct Marketing (3) Three hours of lecture per week. Prerequisite: BMGT350. For BMGT majors only. Planning,
execution and evaluation of direct marketing strategy. Analysis of direct marketing programs in the consumer, business-to-business,
and international markets. Advantages and disadvantages of direct mail, catalog, telephone, and Internet marketing will be discussed.
The roles of marketing research, database marketing, and financial management in direct marketing are examined. Examples are
drawn from the marketing of for-profit and non-profit organizations.
BMGT 352 Customer-Centric Innovation (3) Prerequisite: BMGT350 Addresses the management of new products and services with
a focus on the innovation process, specifically the development and launching of new products that meet strong customer needs.
Topics focus on the basic steps involved in innovating new products or services: Opportunity Identification, Concept Generation,
Design, Testing and Launch. (new course)
BMGT 353 Retail Management (3) Prerequisites: BMGT220; and BMGT350. Planning and implementing retail marketing strategy.
Store and nonstore (catalog, Internet) retailing. Evaluation of how environmental trends in the consumer market, competition, the
economy and technology affect retail strategy in the U.S. and global market.
BMGT 357 Retailing and Marketing Internship (3-6) Prerequisites: BMGT350 and permission of department. For BMGT majors only.
Supervised work experience with a firm engaged in marketing goods or services. Students apply concepts learned in marketing classes
and analyze the firm's organizational structure, environment and marketing strategy.
BMGT 372 Introduction to Logistics and Supply Chain Management (3) The study of logistics and supply chain management
involving the movement and storage of supplies, work-in-progress and finished goods. Logistics cost trade-offs with the firm and
between members of the supply chain are examined.
BMGT 450 Integrated Marketing Communications (3) Prerequisite: BMGT350. For BMGT majors only. Credit will be granted for
only one of the following: BMGT354 or BMGT450. Formerly BMGT 354. In-depth study of coordinated marketing activities
including advertising, sales promotion, Internet marketing, direct marketing and personal selling. Emphasizes strategic planning to
effectively use these promotional tools to communicate with customers and meet marketing goals. Blends theory and current practice
to provide managerial orientation.
BMGT 451 Consumer Analysis (3) Prerequisite: BMGT350. Recommended: PSYC100; and PSYC221. Identifying buyer behavior
concepts relevant to a specific marketing problem so that appropriate marketing decisions can be made. Conceptual frameworks are
drawn from psychology, sociology, economics, and other social sciences to aid in understanding the behavior of ultimate and
industrial buyers.
BMGT 452 Marketing Research Methods (3) Prerequisites: BMGT230; and BMGT451. Focuses on aiding marketing decisionmaking through exploratory, descriptive and casual research. Develops student skills in evaluating and writing market research
proposals, interpreting and analyzing subsequent reports and appraising their usefulness to managers; designing studies, including
selection of data collection method, development of data collection instrument, sample design, collection and analysis of data and
reporting the results.
BMGT 454 Global Marketing (3) Prerequisite: BMGT350. Marketing functions from the global executive's viewpoint, including
coverage of global marketing policies relating to product adaptation, data collection and analysis, channels of distribution, pricing,
communications and cost analysis. Consideration is given to the cultural, legal, financial and organizational aspects of global
marketing.
BMGT 455 Sales Management (3) Prerequisite: BMGT350. The roles of the sales executive as a planner, manager of resources and
marketing functions and recruiter, trainer, motivator and leader of field sales personnel. Techniques and sequence of problem analysis
for selling and sales management decisions and to the practical framework in which these decisions take place. Teaching vehicles
feature strong classroom interactions, cases, journal articles, research findings, guest sales managers, debates, and modern company
practices.
BMGT 457 Marketing Policies and Strategies (3) Prerequisite: BMGT350. This capstone course ties together various marketing
concepts using the fundamentals of strategic market planning as the framework. Application of these principles is accomplished by
analyzing and discussing cases and by playing a marketing strategy computer simulation game. Analysis of current business articles to
understand the link between theory and real-world problem solving.
BMGT 458 Special Topics in Marketing (3) Selected advanced topics in marketing.
BMGT 484 Electronic Marketing (3) Prerequisite: BMGT350. For BMGT majors only. Examines the process of developing,
implementing and analyzing strategies for successfully marketing a variety of existing and potential products and services on the
Internet. Special attention devoted to the tools and techniques unique to the electronic media.
ECON 305 Intermediate Macroeconomic Theory and Policy (3) Prerequisites: ECON200; and ECON201; and MATH220. Analysis of
the determination of national income, employment, and price levels. Discussion of consumption, investment, inflation, and
government fiscal and monetary policy.
ECON 306 Intermediate Microeconomic Theory (3) Prerequisites: ECON200; and ECON201; and MATH220. Analysis of the
theories of consumer behavior and of the firm, market systems, distribution theory and the role of externalities.
ECON 311 American Economic History Before the Civil War (3) Prerequisites: ECON200 and ECON201. Topics include: the British
settlement of the North American colonies, economic development in the colonial period, the economics of the American Revolution,
the writing of the Constitution, the development of financial markets in the early 19th century, public lands and the spread of western
agriculture, slavery, banking, and early industrialization.
ECON 315 Economic Development of Underdeveloped Areas (3) Prerequisites: (ECON200 and ECON201) or ECON205. Credit will
be granted for only one of the following: ECON315 or ECON416. Analysis of the economic and social characteristics of
underdeveloped areas. Recent theories of economic development, obstacles to development, policies and planning for development.
ECON325 Intermediate Macroeconomic Analysis; (3) Prerequisite: ECON300. For ECON majors only. Credit will be granted for
only one of the following: ECON305 or ECON325. Analysis of macroeconomic behavior and policy with emphasis on theoretical
rigor. Topics include the deterimants of economic growth, unemployment, inflation, and international economic flows.
ECON326 Intermediate Microeconomic Analysis; (3) Prerequisite: ECON300. For ECON majors only. Credit will be granted for only
one of the following: ECON306 or ECON326. Analysis of economic decision-making by individual buyers and sellers, and resulting
market outcomes, with emphasis on theoretical rigor. The efficient properties of perfect competition are examined, followed by
consideration of market power, externalities, and asysmetric information.
ECON 330 Money and Banking (3) Prerequisite: ECON200 and ECON201. The structure of financial institutions and their role in the
provision of money and near money. Analysis of the Federal Reserve System, the techniques of central banks, and the control of
supply of financial assets in stabilization policy. Relationship of money and credit to economic activity and the price level.
ECON 340 International Economics (3) Prerequisite: ECON200 and ECON201. Credit will be granted for only one of the following:
ECON340 or ECON441. A description of international trade and the analysis of international transactions, exchange rates, and
balance of payments. Analysis of policies of protection, devaluation, and exchange rate stabilization and their consequences.
ECON 375 Economics of Poverty and Discrimination (3) Prerequisites: (ECON200 and ECON201) or ECON205. The causes of the
persistence of low income groups; the relationship of poverty to technological change, to economic growth, and to education and
training; economic results of discrimination; proposed remedies for poverty and discrimination.
Assessment Plan
Marketing
(PROGRAM OF STUDY / MAJOR / DEGREE LEVEL, ETC.)
Program Contact: Wendy Moe
E-mail:
wmoe@rhsmith.umd.edu
Date submitted to Academic Unit Head:
Phone:
301-405-9187
September 2, 2005
Program Goals:
Provide students with the required business management skills, the general business knowledge, and the
specific knowledge of the field of marketing, to be future leaders in the knowledge-based “digital” economy.
Relevance of goals to the mission statements and/or strategic plans of the University, College, or Program as
applicable:
Important business management skills required to succeed in the knowledge-based economy include critical
reasoning, and oral and written communication. These are skills outlined in the University’s learning goals
and objectives. The R.H. Smith School’s Vision Statement stresses the importance of training students to be
future leaders in the knowledge and information-based, “digital” economy.
Student Learning Outcomes
(list the three-to-five most important)
Assessment Measures and Criteria
(describe one or more measures for each
outcome and criteria for success)
1. Students will be able to demonstrate a clear understanding of
important concepts in the core business disciplines and in the
specific field of Marketing.
All Marketing students registered in BMGT
495, Business Policies (the capstone course for
business students) during the semester in which
assessments occur, are required to take a twopart test. Part 1 tests their knowledge of core
business disciplines while Part 2 tests their
knowledge of marketing. Eighty percent of
students should answer, correctly, 70 percent of
the questions in Part1 of the exam, and 80% of
the students should answer, correctly, 70% of
the questions in Part 2 of the exam.
2. Students will demonstrate critical reasoning and written
communication skills through the individual analysis and write-up
of a business case.
All Marketing students are required to analyze a
business case for BMGT 495 and prepare a
written analysis of the case. Eighty percent of
students should meet expectations (21 out of 30
available points) in an assessment of their
critical reasoning and written communication
skills. See attached Critical Reasoning and
Written Communication grading rubric.
3. Students will demonstrate their oral communication skills by
All Marketing students are required to make a
presentation in BMGT 495 on a business case.
presenting an analysis of a business case to their class.
Eighty percent of students should meet
expectations in an assessment of their oral
presentation skills (18 out of 24 available
points). See attached Oral Communications
grading rubric.
4. Students will demonstrate their leadership skills by leading a
class discussion on a business case.
After first making a class presentation on a
business case, all Marketing students are
required to lead a class discussion based on the
case and the presentation. Eighty percent of
students should meet expectations (12 of 18
available points) in an assessment of their skills
in leading the class discussion. See attached
Leadership grading rubric.
5. Students will demonstrate their abilities to work effectively with
other members of a team in the preparation of a group project.
All Marketing majors are required to participate
in the completion of a group project as part of
the requirements for BMGT 495. The group
generally consists of 4-6 students. The group is
required to analyze a business case, a major
industry or a market segment. Eighty percent
of students should meet expectations (10 of 15
points) in an assessment of their teamwork
skills. The assessment will be made by the
instructor but will, in part, be based on student
evaluation of other team members. See
attached Teamwork grading rubric.