Marketing

  • Bachelor of Arts in Business Administration
    • Emphasis

    Get Involved

    A college education is more than just taking courses. Meet new people, apply your skills and stretch beyond your comfort zone. Make your education an experience.

    • Career Fairs: Connect with future employers during the various career fairs in the School of Business and around Colorado.
       
    • ICELab: The Innovation + Creativity + Entrepreneurship (ICE) Lab on upper campus is a space that provides startups and expanding businesses with the materials and support needed to succeed.
       
    • Office of Career Success: Business students have a department-specific career services professional.
       
    • Study Abroad: Experience Harlaxton College in the English Midlands.

    Scholarships

    Institutional Scholarships

    Common Scholarships

    Western offers approximately 70 common scholarships for which a wide variety of students are eligible (e.g., locals, veterans, transfers). Apply for any number of these common scholarships using Western’s Common Scholarship Application, which is due April 1. For more information, visit western.edu/scholarships.

    Early Action Credit

    If a student is accepted to Western by Nov. 1 and qualifies for a merit scholarship, the student will receive an additional $500 for the first year. Use our Net Price Calculator to determine whether you qualify for a merit scholarship.

    Mountaineer Alumni Recommendation Scholarship

    Western Colorado University alumni can nominate prospective students for a $500 scholarship ($250 per semester) for first year only. Application deadline is typically June 1. For more information, visit western.edu/mars.

    Neighboring States Program

    Students with a permanent address from one of the seven contiguous neighboring states to Colorado who have demonstrated financial need are automatically considered for a special $1,000 per year grant, totaling $4,000 over four years.

    The Western Neighboring States program can be added to WUE, CP or merit scholarships. So, if you are a permanent resident of one of those seven states—and show financial need—you are eligible.

    For more information about the Neighboring States program, visit Western’s Tuition Discount Programs Page.

    Presidential Promise

    The Presidential Promise is guaranteed to students who have received a scholarship through the Denver Scholarship Foundation (DSF) and/or GearUp—and are eligible for a Pell Grant.

    For students who meet these criteria, Western will cover the cost of tuition and fees through the combination of federal, state and institutional aid. For more information on the Presidential promise, visit western.edu/scholarships.

    Tuition Discount Programs

    Western Undergraduate Exchange (WUE) or Central Plains (CP) tuition represents a substantial savings relative to normal, out-of-state tuition. Students eligible for the WUE or CP program will be charged 150% of Western’s total in-state tuition. For 2018-19, total in-state tuition was $8,934. WUE/CP tuition was $13,401. The WUE/CP discount is valued at $4,695.

    For more information about the WUE and CP geography-based programs, visit Western’s Tuition Discount Programs Page.

    Western Merit Scholarship

    Immediately upon acceptance at Western, every student is considered for a merit scholarship worth between $2,500-$4,500 per year for in-state students and $8,000-$10,000 for out-of-state students. The amount is based on the student's GPA and ACT/SAT scores. Visit our Net Price Calculator at western.edu/cost to determine whether you qualify for a merit scholarship. 

    For more information about merit scholarships at Western, visit western.edu/scholarships.

    Faculty & Staff

    Faculty

    Joel Watson, Ph.D. headshot
    Assistant Professor of Marketing, Graduate Faculty for Outdoor Industry MBA
    Phone: 970.943.3008
    Office Location: Borick Business Building 246

    Courses

    FOR REQUIRED COURSES AND DEGREE PLANS, VISIT THE OFFICIAL UNIVERSITY CATALOG. This is a sample of courses offered by Western Colorado University. To ensure the courses you need are offered during the current semester, please visit the university course search.

     BUAD 100 - Business in Society (3 credits)

    A study of the role of business in modern society. Topics include the private enterprise system, consumerism, management functions, major functional areas of large business, vital areas of small-business operation, and the environment of business.

     BUAD 150 - Introduction to Hospitality (3 credits)

    An introduction to hospitality management, including historical developmental patterns, current business trends, and future international expectations. Current job market, working environments, personal risks, and rewards are explored.

     BUAD 300 - Business Ethics (3 credits)

    A study of how ethics apply to business organizations today. Special emphasis is placed on developing moral reasoning. The course provides multiple perspectives on actual cases and ethical dilemmas faced by organizations with an emphasis on allowing students to think through ethical problems. Topics studied include moral philosophies, moral agency and development, ethical underpinnings of free markets and economic systems, and ethical concerns with the environment, future generations, and other stakeholders such as employees and consumers. Prerequisites: completion of Base Curriculum; BUAD 309 or COTH 202; or instructor permission.

     BUAD 311 - Essentials Excel Skills for the Workplace (1 credits)

    This course prepares the student for Microsoft Excel Office Specialist certification. This course covers all of the topics tested by the certifying examination including managing worksheets and workbooks, applying formulas and functions, analyzing and organizing data, visual presentation of data, and sharing worksheet data with others. Prerequisites: college-level mathematics requirement with a minimum grade of "C-" or instructor permission

     BUAD 312 - Advanced Excel Applications (2 credits)

    This course emphasizes the use of computer spreadsheets to organize, analyze and present quantitative information to aid managerial decision-making. The course exercises include examples from several disciplines including business, energy and environmental impact analysis, natural sciences, and social sciences. Specific topics will include business planning and budgeting, capital budgeting and net present value analysis, time value of money, cost / benefit analysis, goal seeking, scenario planning and pivot tables. Prerequisites: BUAD 311, Excel Office Specialist certification or instructor permission.

     BUAD 315 - Business Law (3 credits)

    Study includes: sales, commercial paper, secured transactions, corporations, partnerships, estates, trusts, and agency. Prerequisite: BUAD 210.

     BUAD 325 - Management Information Systems (3 credits)

    A study of how managers can and should be involved with systems planning, development, and implementation; what information systems resources are available to managers for decision support; and how information and technology can be used to support business strategy. Also, this course takes a managerial approach to information systems concepts and applications in business, while exposing the student to various types of software in the business sector. Prerequisite: BUAD 220 or CIS 120.

     BUAD 335 - Marketing Communications (3 credits)

    Advertising, sales promotions, media utilization, public relations, and personal selling are highlighted in this course. Legal regulations and ethical considerations in mass media advertising and promotions are also covered. Finally, the student is exposed to the principles of planning and budgeting for such media events. Prerequisites:MATH 140, MATH 141, or MATH 151 with a minimum grade of ÒC-Ó; ACC 201 with a minimum grade of ÒCÓ; BUAD 270; or instructor permission.

     BUAD 340 - Global Business (3 credits)

    An advanced course with application of management and marketing principles to the inter-national marketplace. Cultural, political, and geographic differences are analyzed in order to develop market strategies for global markets. Prerequisite: BUAD 309 or COM 202; or instructor permission.

     BUAD 345 - Consumer Behavior (3 credits)

    Utilizing theories from the behavioral sciences, this course provides an in-depth examination of the individual customer learning and decision-making processes, segmentation, as well as culture, subculture, and social class relationships with marketing. Students develop an understanding of consumer's shopping behavior, utilization of different marketing channels, perception of products, and reactions to advertising and other selling methods. Prerequisites: completion of Base Curriculum; BUAD 270; or instructor permission.

     BUAD 350 - Human Resource Management (3 credits)

    Provides students with an understanding of the functions, content and challenges of Human Resource Management (HRM) in organizations today. Insights will be developed on basic dimensions of HRM such as recruitment, selection, performance management, rewards and retention, as well as particular challenges concerning strategic HRM and global environments. Emphasis is placed on how the complexities of HRM relate to students' past and future experiences as members of organizations. Prerequisites: BUAD 309 or COM 202 or instructor permission.

     BUAD 425 - Marketing Research (3 credits)

    The focus of this course is the collection, analysis, and interpretation of marketing data for reporting research information necessary to make informed marketing decisions. Students develop skills in defining research problems, designing surveys, experiments, and observational studies, managing data collection, performing data analysis, and communicating results. Prerequisites: completion of Base Curriculum; BUAD 270; or instructor permission. BUAD 335 and BUAD 345 recommended.

     BUAD 491 - Strategic Management (3 credits)

    The formal analysis of an organization's macro and industry environment; its mission and goals; and strategy formulation, implementation, and control. This is a capstone course which integrates the student's knowledge from the areas of accounting, finance, marketing, and management. Students are encouraged to take this course during their last semester; graduating seniors are given priority in enrollment. Prerequisites: completion of Base Curriculum; BUAD 309; BUAD 333 or 350; BUAD 360; and senior standing.

     BUAD 499 - Internship in Business Administration ( credits)

    A course designed specifically for junior- and senior-level students. Internships provide guided, counseled, and progressive experience under a dual-tutelage program of a businessperson and an academician. An academically monitored activity to assure quality experience. Graded Satisfactory/Unsatisfactory only. Prerequisite: completion of Base Curriculum; or instructor permission.

     COM 372 - Issues Management (3 credits)

    An exploration of the communication practices and strategies used by organizations to react to current events, publicity, and society. Emphasis is placed upon persuasion, media relations, and information campaigns. Prerequisite: junior standing.

     CS 160 - Introduction to Web Design (3 credits)

    An introduction to creating web pages and sites with XHTML and CSS as well as using site building software and commercial plugin capabilities. This course is designed for students without a background in computer science.

     ECON 201 - Macroeconomics (3 credits)

    An introduction to the methods, models, and approaches used by economists to analyze and interpret events and policies related to the overall operation of the economy. The course endeavors to make sense of unemployment, inflation, recessions, debt and deficits, economic growth, the expanding role of the Federal Reserve, and policies to provide stability to the economy. Additional attention is given to the making of economic policy in an era of globalization. Finally, students are exposed to multiple schools of thought regarding macroeconomic reasoning. Prerequisite: ACT math score of 19 or above; SAT math score of 500 or above; pass MATH 099; or Accuplacer Elementary Algebra test score of 85 or higher, or university-level math requirement with a minimum grade of C-. Prerequisite or corequisite: ENG 102.

  • Bachelor of Arts in Business Administration
    • Emphasis

    Marketers are managers, researchers, artists and communicators who seek to understand what people need and how to satisfy those needs in a profitable and valuable way. Done well, this process creates mutually beneficial relationships between businesses and customers. Students who graduate with marketing credentials will be able to play critical roles in every phase of a business’ life while enjoying the challenges of working in a creative, collaborative and ever-evolving field.

    The Program

    The Marketing emphasis is a confluence of topics in business, psychology, communications, art and computer science. Students start with a base of courses in business, accounting and economics along with their liberal arts core. As students advance to their marketing-specific courses, they dive into the details of conducting market research, strategizing campaigns, planning brand images, executing creative projects and measuring impact.

    Many students combine their Marketing emphasis with another major, minor or emphasis in the School of Business. Complementary programs outside of the School of Business include (but are certainly not limited to) ArtCommunication Arts, Computer Science, Psychology and Recreation & Outdoor Education.

    Careers

    According to the Bureau of Labor Statistics, advertising, promotions and marketing careers will grow by 10% by 2026 with average annual salaries ranging from $117,000 to $134,000.

    The rise of big data enables companies to cater better to the needs of their customers, whether it be used for expanding into a new market or measuring the performance of a campaign. In a sea of information, effective marketers will be able to find relevant data and drive creative strategy from it. At the same time, marketing is becoming more and more personalized. Marketers who understand human behavior, share meaningful stories and speak to the direct needs of their customers will stand out from the clutter. 

    At Western, you’ll learn in a personalized environment, organize campus events, hone your skills in internships and take courses in fields that fit your vision. Essentially, you’ll graduate with the complete package needed to thrive as a 21st-century marketer.

    Learn More

    Reach out to Joel Watson, Ph.D. for more information.