Department Philosophy Regarding the Undergraduate Marketing Curriculum

            At the undergraduate level, the objective is to prepare students to successfully compete in the marketplace with the necessary marketing and managerial skills to function as meaningful and productive members of our society.


            Philosophically, the members of the Department recognize that, at the undergraduate level, to successfully train students to compete in the marketplace, theoretical marketing knowledge must be supplemented with information concerning the way in which such knowledge is applied in the business world. Such supplementation may take the form of examples, speakers, cases, current news items from business magazines, newspapers, radio, and television, and discussion based on consulting experiences.


            Also, the Faculty recognizes that a variety of perspectives and skills are necessary for a student to function as a meaningful and productive member of society. In principle, the Faculty believes that marketing knowledge must be presented in the context of a variety of perspectives and that multiple faculty will needed to achieve objective. In particular, marketing knowledge must be integrated with ethical and global issues, taking into account the influence of political, social, legal, regulatory, environmental and technological perspectives, and recognizing the impact of demographic diversity on organizations and markets. These perspectives are to be woven throughout the marketing curriculum.


            As delineated in this Handbook, additions, changes, and deletions to the undergraduate curriculum are to be reviewed by the FAC. Additionally, along with the Chairperson, this body has the responsibility for periodic review and evaluation of the undergraduate curriculum. The purpose of the review and evaluation process is to assure that (1) the undergraduate curriculum is consistent with the Department's mission, (2) it is updated to incorporate improvements based on contemporary marketing theory and practice, and (3) it embodies the ideas presented in this philosophy.


            In conclusion, a Kent State University student, with a business degree, majoring in marketing should:


  1. Understand the practice of marketing from the perspective of a service provider or manufacturer, channel members, and customers. Consequently, the student:
  • should have knowledge of consumer and industrial buyer behavior, business-to-business transactions, and the functions of the organization,
  • should understand the principles of effective marketing communication, and
  • should understand the process of marketing management decision making and the interrelationships between marketing controllables.
  1. Be able to present his/her ideas orally and in written form, and to conduct appropriate analysis of marketing problems in order to make marketing management decisions
  2. Be able to conduct the data analysis necessary to do marketing-related activities and present such information to others in the organization.
  3. Be sufficiently competent in learning of technological skills that they will be able to adapt to new technology offerings in the future.