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Marketing

Bachelor of Science in Business

Marketing goods and services for business-to-consumer, business‑to business, and consumer-to-consumer organizations will be the beginning focal point for a marketing major. Key areas studied in this major include the distribution of goods and services, target audience analyzation, strategic business plans, media planning and packaging. Integrated marketing communications principles are introduced to you for creating and evaluating interactive activities and exercises in personal and mass selling. E-Business, television, web technology, and graphics will be utilized in the production of computer graphics for the upper-level multimedia, television application, and research projects.

The student who majors in marketing will be able to recognize best practice functions and make decisions leading to the development of a business plan and/ or product.

Through Bay Path’s innovative and hands-on courses you can meet women leaders in entrepreneurial, corporate and nonprofit settings, create original solutions to real-world business problems, travel on exciting field trips, and engage in career-related internships. Bay Path’s Marketing program will help you to develop critical, innovative, and reflective thinking skills needed for statistical data analysis, and management science skills necessary to support personal and professional decision-making processes.

Accelerated Degree Options:

  • 3-Year Bachelor's Degree. Students with a record of strong academic achievement and a desire to fast track their education are encouraged to apply to the accelerated degree program. The program allows students to earn their degree in three years of year-round study, enabling them to save on tuition costs and enter the workforce sooner. Click here to learn more. 
  • 3+1 Bachelor's to Master's Degree. Bay Path offers a fantastic opportunity to continue on to one of our many graduate degree programs. Known as our 3 +1 program, you can earn your bachelor's and master's degree in four years. Click here to learn more. 

As a double-major in marketing and accounting, the Sullivan Career and Life Planning Center was instrumental in ensuring that I graduate on time. With guidance from the center, I was able to secure a summer marketing internship. When I walked into the company, Gravity Switch, for my interview, I was put right in the job for four hours to work on a graphic design project." - Erin, Marketing & Accounting Double Major

Internship and Employment Outcomes: 

  • Jimmy Fund
  • Lenox Manufacturing
  • Walt Disney World
  • KPMG
  • New York Mellon
  • Pride Convenience Stores
  • Hewlett Packard
  • Newell Rubbermaid
  • Walgreens

Course Requirements

Code Course Name Credits
Arts Elective 3

Financial Literacy 1

Global Electives 6

Physical Fitness 1

Science with Lab 4

Citizenship Electives 6

ACC100 Intro to Financial Accounting 3

This courses objective is to develop the ability to read, interpret, identify the differences and the relationships between the primary financial statements. This objective is met not only by analyzing the effect of business transactions on financial statements and financial ratios but also by recording essential transactions, measuring the amounts of assets, liabilities, owners equities, revenues, and expenses, and preparing the primary financial statements. This course also explains the difference between the cash and accrual bases of income measurement, the use of t-account analysis in determining important measures of business activity, and how the time value of money affects the measurement of liabilities. This emphasis on financial statements is facilitated by a semester-long study of the content of corporate annual reports culminating in a comprehensive annual report project. Prerequisite: sophomore status with the exception of highly qualified first-year accounting majors. Offered in the Fall semester.

ACC101 Intro to Managerial Accounting 3

ACC 101 (3 credits) Introduction to Managerial Accounting The primary objective of this course is to explore how accounting information is used to help managers make decisions with an emphasis on their planning and control activities. This objective is accomplished by exploring the terms that are used to classify costs, key business cost behavior patterns, cost-volume-profit analysis, budgeting, raw materials and direct labor variance analysis, short-run decision making using relevant costs, and performance evaluation. Students are also introduced to how product costs are determined in manufacturing, merchandising, and service businesses. Prerequisite: ACC 100

BUS120 Business in Society 3

This course provides the 21st Century foundation for business students who will need newly shaped perspectives, solid research and communication skills, positive ethical spirit, and new technological resources to work and make decisions in global economy. Through experimental learning, reflective observations, active conceptualization, hands-on research projects and multiple field trips, students learn the basics of business, the process of innovation and the role that business plays in society. Students are encouraged to develop their own innovative capacities, whether they want to start up a business of their own, augment the capabilities of a small business, step up to the myriad of non-profit challenges, or excel in corporate America. Students learn how to think systematically as business professionals, innovators and/or entrepreneurs. By first exploring the economics of business, in this country and beyond, students begin to recognize that all businesses are subject to ongoing trends, discoveries and breakthroughs that must be accommodated. Some represent threats; others opportunities. None can be ignored. Learning that the form of a business should follow the functions it must provide, students discover the range of options available to them as they contemplate career paths that may be of interest to them. Finally, students are provided with insight into each of the areas of functional expertise found in all organizations; i.e., finance and accounting, marketing and sales, customer support, operations, logistics, et. al. This course was formerly known as Innovations in Business. BUS 120 is the prerequisite for all business courses. Offered in the fall semester

BUS226 Principles of Marketing 3

A survey of the marketing structure for the creation, research, and distribution of goods and services for all types of corporations is examined. Specifically, the fundamentals of the marketing mix: product development, promotion activities, price objectives and placement of goods or services will be explored. Students will also examine how communication, distribution, and exchange activities affect consumer behaviors. Offered in the spring semester

BUS230 Principles of Sales 3

This course studies the selling process including understanding distribution relationships, companies and their products, as well as persuasion, which will lead to developing a successful salesperson. Role playing is used to provide an opportunity for application and practice. Prerequisite: BUS 226

BUS235 Dynamics of Management 3

This course is an introduction to the basic functions and theories of management in the context of a dynamic environment. Emphasis is on the role of managers in making organizations effective and efficient, in part through developing an understanding of how to assess and capitalize on the changing internal and external environments, but most of all how to deal with the complexities of human behavior in the context of organizational management. Offered in the fall semester

BUS245 Social Media & Electronic Business 3

Business today is not conducted like it used to be. Internet is such an important element of all exchanges and everyone needs to know how to communicate or face being left behind in employment, business transactions or life in general. The course covers the World Wide Web, the Internet with a strong focus on sound media such as linked in, facebook, twitter, myspace and blogs. Prerequisites: BUS 226

BUS260 Integrated Marketing Communications 3

Integrated Marketing Communications This course presents media-oriented analysis of advertising and sales promotion related to the marketing of goods and services. Budgeting, reach and frequency as well as the development of multimedia advertising campaigns highlight this theoretical, yet practical approach. Prerequisite: BUS 226

BUS300 Organization Development and Change 3

Organizational Development and Change provides students with the opportunity to learn critical theory and application in the field of Organizational Behavior and Change and how to use that knowledge to improve organizational development to adapt quickly and effectively to change. Students apply proven methods to help organizations achieve goals and build capabilities to meet future challenges. Prerequisite: BUS235

BUS308 Communicating in Business 3

This course builds a bridge from students general education to the work they do in the field of business. With the aim of preparing students for both professional life and graduate work, this writing-intensive course introduces disciplinary strategies for preparing routine business correspondence, for investigating provocative issues, and for communicating to others about them. In this way, the course offers students time to learn and to practice more advanced skills in reading, writing, speaking, and listening; in using appropriate software support in presentations; and in mastering information literacy in the field of business. The course emphasizes fundamental principles of communication with time-on-task and real world, discipline-specific models for communication tasks. Prerequisites: ENG 114, ENG 122, and ENG 124

BUS327 Financial Management 3

In this course students will learn the concepts, tools, and the analytical techniques that are essential in conducting financial analysis. The course is targeted to teach students financial analysis and its linkage to business performance. The course will cover one of financial ratios to identify potential risks and opportunities, analyzing financial performance of a company, conducting financial forecast, time value of money, cost of capital and return on investments. Prerequisite: MAT112, ECO212, ACC101, Basic use of Excel Offered in the fall semester

BUS342 Brand Development and Management 3

The students in this course will be introduced to the concept of branding and its impact on products, lifestyles and societies within the element of marketing. The students will examine the history of branding, discuss the development of strong and seemingly impervious brands, as well as develop an innovative brand position for an entrepreneurial venture. Students will learn to identify, evaluate, create, and present their own positions on branding as a consumer and as a marketer. Prerequisite: BUS 226

BUS400 Marketing Research 3

Utilizing 21st Century information tools and systems, students will data mine for current product and/or service developments and trends. Gathering secondary research information from case studies, industry associations, and books and periodicals, students will assess qualitative and quantitative information. Possible primary research opportunities through focus groups and/or statistical survey may be incorporated. Final recommendations and suggestions presented in a PowerPoint executive summary portfolio format will be made to entrepreneurs and/or representatives from corporations. Prerequisite: MAT 112

BUS491 Capstone: Strategic Management and Policy 3

This course is all about connecting the dots, linking various functions of business and understanding the interdependency between marketing, sales, advertising, operations/supply chain and other business functions. The purpose of this course is to enable the student to integrate the lessons learned in previous business, accounting, finance, international business and management courses through the use of case studies analyzed from the general managers point of view. Students will also learn the importance of score card and metrics that are essential for running a business. Prerequisite: ECO212, BUS327 Offered in the fall semester

BUS499 Business Internship 6

(This course is graded Pass/Fail.) Senior business students gain work experience in multi-varied business organizations, i.e., insurance, manufacturing, banking, advertising, personnel, marketing, international trade, etc. Students obtain on-the-job training supervised by both professional managers and college faculty. Prerequisites: A minimum cgpa of 2.0, senior status, and approval of department chair

COM130 Tech Tools for the Professions 3

COM 130 (3 credits) Tech Tools for the Professions. This course provides the student with a hands-on exercise-oriented approach to learning. Understanding file management and functions of the operating system, developing a thorough knowledge of Excel, and acquiring database management skills will be covered. Students will be provided with practical examples that demonstrate the computer as a useful tool for presenting business data and solving problems. Topics will include creating professional-looking worksheets; using templates; building formulas and functions; creating and modifying charts, including pivot tables; working with Excel lists; managing multiple worksheets and workbooks; developing customized applications with macros and visual basic; utilizing financial functions, goal seeking, and what-if assumptions. Students will also design, create, and modify databases, run queries; and produce reports.

ECO211 Macroeconomics 3

This course examines the elementary principles of economics involving individual and social choice, economic analysis, supply, demand, the market and the price mechanism. Major concentration is on macroeconomic principles relative to money, the banking system, national income analysis, inflation, unemployment and the dilemma of stabilization, competing theories in contemporary times and world trade, development issues and alternatives, and evolving economic systems. Offered in the fall semester

ECO212 Microeconomics 3

Microeconomics studies theories of specialization, trade, income distribution and consumer choice; the theory of the firm; real-world market analysis; the problems of modern society; and the overview of evolutionary growth and change in the American economy.

ENG114 Critical Reading & Response 3

This course introduces the integration of communication skills essential for effective reading, writing, speaking, and listening at the college level. In this writing intensive course, students develop composition skills to produce collegiate-level papers modeling rhetorical modes and thematic content in addition to strategies for reading complex texts; presentation skills for personal introductions, verbal summaries of readings and response writings, and peer review of papers; and basic technological skills for word processing, e-mail, and introductory-level online research.

ENG124 Research & Writing in the Disciplines 3

In this course students will apply the practices for effective reading and writing introduced in ENG 114 to the distinctive language and forms of various disciplines. This course lays the foundation for academic and professional research and stresses the use of appropriate and effective information sources. Readings for a variety of academic audiences will provide students with strategies to communicate in the sciences, business and technology, psychology, liberal studies, and the social sciences. Research and documentation skills appropriate to the disciplines are stressed. In addition to leading students through the research process from start to finish, this course will examine the many ramifications of academic honesty. Prerequisite: ENG 114

ENG134 Literary Genres 3

Selected readings in fiction, poetry, and drama introduce the student to literary types and techniques. These readings provide a basis for collegiate-level discussion, analysis, and the development of critical judgment. Building on the communications and research skills from earlier courses in the sequence, this course emphasizes continued practice in writing, and students complete a documented research paper using primary and secondary sources as one of the course writing assignments. Discussions and oral presentations based on assigned literature support the overall goal of the sequence: to enhance the advancement of the students, first academically and then professionally. Prerequisite: ENG 114

LAW220 Business Law 3

This course studies the legal environment of business, including an examination of the format and characteristics of corporations, partnerships, and agency law. The law of contracts is studied in detail. Prerequisite: LAW 103

MAT112 Applied College Mathematics 3

This course is designed for diverse students to acquire a solid foundation in non-calculus mathematics. It uses practical mathematics to develop problem solving and analytical skills. Topics include linear equations, linear inequalities, matrix and its application, linear programming, and the simplex method. Prerequisite: MAT 104 or appropriate placement test score

MAT120 Statistics 3

This is an introduction to the basic descriptive and inferential statistics for students from all disciplines. It emphasizes the development of statistical literacy and the use of computer for analyzing data. Topics include principles of experimental design; graphical and numerical methods for summarizing, describing, exploring and analyzing data; binomial and normal probability distributions; point and interval estimates for means and proportions; hypothesis testing; and correlation and regression. Offered both semesters

WEL100 Women as Empowered Learners & Leaders 3

Women as Empowered Learners and Leaders is an interdisciplinary course, designed to give all students entering Bay Path University a common experience and foundation for their education. This course is an introduction to the University, to academic study, and to various approaches to thinking about personal potential, to understand the process of becoming a learner, and a leader, and composing a life, to appreciate beauty, and work actively toward establishing community and justice in the context of being a woman at the beginning of the 21st century.

WEL310 Strategies for Career and Personal Growth 1

(This course is graded Pass/Fail.) In their junior year before the opening of the spring semester, baccalaureate degree students will be offered a special opportunity to learn up-to-date information about the current work world in an intensive two-and-a-half-day workshop format. Students will meet successful professionals who will discuss the challenges and opportunities of their respective fields and help students prepare for interviews as well as learn how to navigate the early stages of their new careers.

WEL400 WELL in Practice 3

By WEL400, you will be ready to blend all the skills you have learned during the WELL program—leadership, critical thinking, research, writing, analysis, and public presentation—with a community service project. Empathy, respect, and tolerance are the core human values that are stressed. It’s what every good leader needs to confidently show the way.