REQUEST TO COLLEGE CURRICULUM COMMITTEE FOR CURRICULAR IMPROVEMENTS
DEPARTMENT: MKTG PROPOSED EFFECTIVE SEMESTER: Fall 2009 COLLEGE: Haworth College of Business
PROPOSED IMPROVEMENTS
Academic Program Substantive Course Changes Misc. Course Changes
New degree*
New major*
New curriculum*
New concentration*
New certificate
X New minor
Revised major
Revised minor
x New course
Pre or Co-requisites
Credit hours
Enrollment restriction
Prefix
Deletion (required by others)
Course #, different level
Course-level restriction
Title and description
Title
Description (attach current & proposed)
Deletion (not required by others)
Course #, same level
Variable credit
Credit/no credit
Cross-listing
COGE reapproval
Other (explain**) Admission requirements
Graduation requirements
Deletion Transfer
Other (explain**)
(attach current & proposed)
General education (select one)
Not Applicable
Other (explain**)
** Other:
Title of degree, curriculum, major, minor, concentration, or certificate: Business Minor for Non-Business Students
Existing course prefix and #: N/A Proposed course prefix and #: BUS 2002 Credit hours: 3
Existing course title: N/A
Proposed course title: Marketing
Existing course prerequisite & co-requisite(s): N/A
Proposed course prerequisite(s): None
Proposed course co-requisite(s) : N/A
Proposed course prerequisite(s) that can also be taken concurrently: N/A
Is there a minimum grade for the prerequisites or corequisites?
No
The default grades are D for undergraduates and C for graduates.
Major/minor or classification restrictions: Open to all WMU sophomore students or above who are in good standing with the university.
For 5000 level prerequisites & corequisites : Do these apply to: (circle one) undergraduates graduates both
Specifications for University Schedule of Classes: a. Course title (maximum of 30 spaces): Marketing b. Multi-topic course: No X Yes c. Repeatable for credit: No X Yes d. Mandatory credit/no credit: X No Yes e. Type of class and contact hours per week (check type and indicate hours as appropriate)
1. Lecture 3. X Lecture/lab/discussion 5. Independent study
2. Lab or discussion 4. Seminar or studio 6. Supervision or practicum
CIP Code (Registrar’s use only) :
Chair/Director
Chair, College Curriculum Committee
Dean Date: Graduate Dean:
Curriculum Manager: Return to dean Date Forward to:
Date
Date
Date
Date
Chair, COGE/ PEB / FS President Date
Revised May 2007. All previous forms are obsolete and should not be used.

FOR PROPOSALS REQUIRING GSC/USC REVIEW:
* Approve Disapprove
* Approve Disapprove
Chair, GSC/USC
Provost
Date
Date

1. Explain briefly and clearly the proposed improvement.
Marketing is an examination of marketing theory, concepts and processes used by both profit and non-profit organizations to create customer value, achieve and sustain competitive advantage and to accomplish strategic mission and objectives for the non business majors. This is a required course within the Business
Minor for Non-Business Students.
2. Rationale. Give your reason(s) for the proposed improvement. (If your proposal includes prerequisites, justify those, too.)
Marketing is part of the proposed Business Minor for Non-Business Students which improves the options available to non-business majors by providing business courses designed for students pursuing a major outside the business college.
3. Effect on other colleges, departments or programs. If consultation with others is required, attach evidence of consultation and support. If objections have been raised, document the resolution. Demonstrate that the program you propose is not a duplication of an existing one.
Not expected to have a significant effect on other colleges, departments or programs.
4. Effect on your department’s programs. Show how the proposed change fits with other departmental offerings.
Not expected to have a significant effect on department programs.
5. Effects on enrolled students: Are program conflicts avoided? Will your proposal make it easier or harder for students to meet graduation requirements? Can students complete the program in a reasonable time? Show that you have considered scheduling needs and demands on students’ time. If a required course will be offered during summer only, provide a rationale.
Will not affect enrolled students. No conflicts are expected. Graduation requirements of Marketing majors should be unaffected.
6. Student or external market demand. What is your anticipated student audience? What evidence of student or market demand or need exists? What is the estimated enrollment? What other factors make your proposal beneficial to students?
Non-business students are expected to find the proposed Business Minor for Non-Business Students an attractive option in conjunction with a major in Arts & Sciences, Aviation, Education, Engineering, Fine Arts, or Health &
Human Services. The proposed business minor could provide a competitive edge for WMU students when applying for employment in a business setting, e.g., a theatre major seeking employment with an event organizing firm, or a chemistry major seeking a job in a chemical manufacturing firm, or a physical education major with an interest in exercise management.
Thus, demand for Marketing is expected to be substantial. Initial estimates would call for approximately 4sections (a total of 192 students – with a limit of 48 students per section) would be needed for Fall and Spring semesters.
7. Effects on resources. Explain how your proposal would affect department and University resources, including faculty, equipment, space, technology, and library holdings. Tell how you will staff additions to the program. If more advising will be needed, how will you provide for it? How often will course(s) be offered? What will be the initial one-time costs and the ongoing base-funding costs for the proposed program? (Attach additional pages, as necessary.)
Faculty to teach the courses could be drawn from among knowledgeable persons in industry if HCoB faculty members are otherwise assigned. An HCoB faculty would oversee delivery of consistent quality in each course.
Effect on equipment, space, technology: Courses will be taught in Schneider Hall using existing technology.
Library holdings: No additional library resources are anticipated, as the students are current WMU students and the materials are similar to the same current materials needed by existing courses.

Advising: In general, little advising would be needed for the non-business minors. Most students’ information needs will be met with booklets that describe the proposed business minor requirements and show the seven course syllabi.
The advising office would receive students’ declared minor slips and include newly declared business minors in the relevant database. A staff member, rather than an academic advisor, could be trained to do this.
8. General education criteria. For a general education course, indicate how this course will meet the criteria for the area or proficiency. (See the General Education Policy for descriptions of each area and proficiency and the criteria. Attach additional pages as necessary. Attach a syllabus if (a) proposing a new course, (b) requesting certification for baccalaureate-level writing, or (c) requesting reapproval of an existing course.)
This course is not intended to serve as General Education course but will be available as an elective for non-business students interested in marketing.
9. List the learning outcomes for the proposed course or the revised or proposed major, minor, or concentration. These are the outcomes that the department will use for future assessments of the course or program.
To be able to: 1) Understand and explain basic marketing terminology, concepts, and strategies;
2) Understand and explain the marketing function in relation to other business functions; 3) Develop thorough, comprehensive and appropriate consumer segments; and, 4) Explain the process by which to analyze and solve marketing problems.
10. Describe how this curriculum change is a response to assessment outcomes that are part of a departmental or college assessment plan or informal assessment activities.
The accreditation association for business colleges, the Association to Advance Collegiate Schools of Business
(AACSB), continually revises its standards, most recently in January 2008. The proposed business minor is expected to reduce the number of non-business majors in sophomore level BBA-required classes. This reduction will assist
HCoB’s efforts to meet an emerging informal standard among AACSB schools regarding faculty to student ratios.
The current HCoB ratio is substantially higher than those of our peer, competitor and aspirant AACSB schools.
Marketing is one of the core courses within this minor.
11. (Undergraduate proposals only) Describe, in detail, how this curriculum change affects transfer articulation for
Michigan community colleges. For course changes, include detail on necessary changes to transfer articulation from
Michigan community college courses. For new majors or minors, describe transfer guidelines to be developed with
Michigan community colleges. For revisions to majors or minors, describe necessary revisions to Michigan community college guidelines. Department chairs should seek assistance from college advising directors or from the admissions office in completing this section.
Michigan community college currently offer undergraduate business courses that are identified as equivalent to several lower division BBA major requirements. These equivalent courses may be transferred for credit as 1000 and
2000 level BBA major and General Business minor requirements. Such courses would continue to be accepted as equivalent for transfer students pursuing a BBA. If transfer students have taken the equivalent of MKTG 2500 and met the required transfer grade requirements, the course could be used as three credit hours toward BUS 2002 requirements of the proposed Business Minor.
Transfer students who began their programs at a Michigan community college prior to Fall 2009 (or the effective date of this proposal) will follow the transfer policies in effect at the time of their first semester at the community college.

Catalog Description:
Marketing is an examination of marketing theory, concepts and processes used by both profit and nonprofit organizations to create customer value, achieve and sustain competitive advantage and to accomplish strategic mission and objectives. Students will be expected to understand how marketing can be applied to a variety of organizations such as for profit, nonprofits, healthcare and, educational institutions. This course is designed for the non-business student with an interest in marketing. This is a required course within the
Business Minor for Non-Business Students. This course is not substitutable for MKTG 2500.