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Marketing

  • Bachelors of Business Administration
  • Minor

The Marketing Program

Marketing at Saint Vincent College addresses the fundamental truths about human behavior and applies them in specific business settings. Marketing students are provided with the necessary background and tools to understand the role of marketing in business and society by leaning heavily on the quantitative and social sciences, particularly economics, psychology and statistics. These diverse conceptual, theoretical and empirical underpinnings of marketing give McKenna School students a working knowledge of how marketing interrelates with all functional areas of business management and influences virtually all organizational plans and decisions.

Undergraduate Programs

What Can I Do With a Degree in Marketing?

Marketing students conduct original survey and observational research, experimental studies, focus groups, advertising campaigns, marketing plans, and business simulations. A marketing education yields a powerful basis on which to earn an M.B.A. or Ph.D., or develop a successful business marketing career.

The McKenna School offers SAP Business One certification. SAP’s comprehensive business software suite is utilized by thousands of prominent world class companies.

Curriculum Requirements

  • Marketing Major Requirements

    Business Core(45 credits)
    BA 100 Financial Accounting I (freshman year) - 3 credits
    BA 170 Organizational Behavior (freshman year) - 3 credits
    BA 220 Principles of Marketing (sophomore year) - 3 credits
    BA 265 Management Information Systems (sophomore year) - 3 credits
    BA 305 Business Ethics (junior year preferred) - 3 credits
    BA 320 Corporate Finance I (sophomore year) - 3 credits
    BA 340 Business Law (junior year) - 3 credits
    BA 350 Statistics I and BA 350A Excel Lab (sophomore year) - 4 credits
    BA 351 Statistics II and BA 351A Excel Lab (sophomore year) - 4 credits
        or  EC 360 Econometrics (sophomore year) - 3 credits
    BA 495 Business Policy and Strategy (senior year) - 3 credits
    EC 101 Principles of Microeconomics (freshman year) - 3 credits
    EC 102 Principles of Macroeconomics (freshman year) - 3 credits
    PS 100 Principles of American Politics - 3 credits
    MA 109/111 Calculus I (freshman year) - 4 credits
    BA 00P ePortfolio Requirement (semester of graduation - pass/fail)

    Marketing major requirements (24 credits)
    BA 150 Managerial Accounting (freshman year) - 3 credits
    BA 330 Advertising and Promotion - 3 credits
    BA 380 Consumer Behavior - 3 credits
    BA 395 Global Marketing - 3 credits
    BA 397 Marketing Research - 3 credits
    BA 425 Strategic Marketing - 3 credits
    BA --- Marketing Electives: Sports Marketing, Internet Marketing or Essentials of Sales - 6 credits

    Note: The total credits required for the Business Administration Marketing major is 67. After completing this major and the college core, nine credits will remain for electives.

    Marketing Minor Requirements
    Required courses: 3 for non-business majors and 4 for business majors
    BA 102 Survey of Accounting (non-business majors only)
         or BA 100 Financial Accounting I (business majors) and BA 150 Managerial Accounting (business majors) - 6 credits
    BA 220 Principles of Marketing - 3 credits
    BA 380 Consumer Behavior - 3 credits

    In addition to the above, any three of the following:
    BA 106 Data Visualization with Tableau - 3 credits
    BA 231 Franchising - 3 credits
    BA 330 Advertising and Promotion - 3 credits
    BA 333 Sports Marketing - 3 credits
    BA 335 Data Analytics - 3 credits
    BA 336 Essentials of Selling - 3 credits
    BA 395 Global Marketing - 3 credits
    BA 397 Marketing Research - 3 credits
    BA 425 Strategic Marketing - 3 credits

  • Business Portfolio

    A Business Portfolio Must Be Completed Before Graduation

    Work to be included:

    • Business Ethics Paper written in BA 170 (First Year)
    • Updated Business Ethics Paper written in BA 305
    • Resume (Completed first year and updated each year.)
    • Experiential Project defined by major -- at least one
    • Information Systems Analysis Project
    • Oral Presentation from 300 level business class or above
    • Term paper written in 300 level business class or above
    • Optional: Professional Thesis  

Program Highlights

Results

Distinctive features of the McKenna School Marketing Major
  • Rankings: The McKenna business seniors score exceptionally well on the ETS national undergraduate business field test.  Out of 496 accredited (i.e., ACBSP and AACSB) business schools, we ranked overall in the top 19.8% of the nation in 2018. In marketing, the McKenna School scored in the top 7.8% of the nation in 2017.
  • Job placements are exceptional -- 18 out of 18 (100%) of our 2017 graduates were working within six months of graduation.
  • Attributable to our ACBSP accreditation, students receive in depth knowledge in 12 business core competency areas: accounting, management, business ethics, marketing, information systems, business finance, the legal environment of business, statistics, business policies, economics, quantitative skills and global dimensions in business.
  • Marketing software taught includes Qualtrics, Tableu Business Intelligence and SAP B1.
  • Students may join Women in Business, the Accounting Club, Pizza and Politics Club, the Finance Club, the OE Club, and Delta Mu Delta (the national Greek honor society for business majors). 
  • The McKenna School offers small class size and marketing professors as advisers, with connections in the field.

Student Work and Research in Marketing

Students will gain practical project experience within each of their marketing courses. Examples of student projects include: conducting market research focus groups and surveys on topics related to student services at the College; developing an innovative advertising campaign; designing a new retail store concept; introducing a product of interest into a global market with perceived market need and demand; creating a personal branding portfolio to “sell” the services of the student to a potential employer.

Internships and Careers in Management

  • Our job placements are exceptional—almost 100% within six months of graduation.
  • Outstanding job placements:
    ADP
    Advanced Sales and Marketing
    Aerotek Professional Services
    Allegheny Ludlum
    American Eagle Outfitters
    A-Z Communications
    Black and Decker
    BNY Mellon
    Capri David & Reed
    Cline Davis Mann (New York)
    Desmone Architects
    Dominion Resources
    Federated Investors
    Giant Eagle
    Ipsos - North America
    KPMG
    Pittsburgh Steelers
    Polyconcept North America
    PPG
    Quarq
    Surgical One Supply
    TEK Systems
    United States Thermoamp
    UPMC
    U.S. Bureau of Census
    Walt Disney World
    Warrior Sports
    West Media Group
  • Job Positions include:
    Accounts Executive
    Account Sales Consultant
    Corporate Communications Specialist
    Customer Relations Representative
    Inside Sales
    Marketing Assistant
    Marketing Manager Coordinator
    Marketing Operations Specialist
    Marketing Specialist
    Performance Analyst
    Product Manager
    Program Merchandising
    Retail Management
    Sales Associate
    Sales Coordinator
    • Sports Marketing
  • Superior Internships:
    American Red Cross
    Atkins & Pearce
    Compunetix Inc.
    Country Music Television
    Disney College Program
    FineLine Multimedia
    Fred Rogers Institute
    Heinz Company
    KDL Freight Management
    Kennametal Inc.
    Kraft Foods  
    Michael Baker Corporation  
    Pennsylvania Trade Representative (Beijing)
    Pittsburgh Riverhounds
    Pittsburgh Steelers
    PNC Financial Services
    R & Q Solutions
    Seidor Miami (SAP B1)
    TEK Systems
    Thermo Twin Industries
    UBS Financial Services
    WTAE-TV
  • Graduate Placements:
    M.B.A. (Katz Graduate School of Business, University of Pittsburgh)
    M.B.A. (North Western University)
    M.B.A. (University of Maryland)
    M.S. (New York University)
    M.S. (The Pennsylvania State University)
    M.S. Sports Management (SUNY Cortland)
    Roger Williams University School of Law 

Student Learning Outcomes

McKenna School marketing majors will:

  •  Achieve expertise in focus groups, experimental design, observational and survey research.
  • Achieve expertise in advertising campaigns, global markets, and sales management.
  • Develop applied data analytic tools relevant to the marketing discipline. 
  • Build effective communication and project management skills.
  • Develop the requisite intellectual curiosity and critical thinking skills allowing them to ethically address complex real-world challenges and opportunities.

Accreditations and Affiliations

  • The McKenna School of Business has seven undergraduate programs and one graduate program accredited by the Accreditation Council for Business Schools and Programs (ACBSP). They are: Accounting, Business Education Information Technology, Business Economics, Finance, International Business, Management, Marketing and the Master of Science in Management: Operational Excellence graduate program. The Economics, Politics and Criminal Justice programs are not accredited through the ACBSP; however, all programs in the McKenna School have regional accreditation through the Middle States Association. The ACBSP is one of the two premier accrediting agencies for business schools worldwide. With a requirement for faculty professional development (e.g., publications and research) and courses primarily taught by faculty holding doctorates, the ACBSP is the leading business accreditation program devoted to teaching excellence and service to students.
  • The McKenna School is also a member of the Middle Atlantic Association of Colleges of Business Administration.

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