Marketing

Western's Marketing emphasis is built on the foundation of traditional marketing principles, with a focus on leveraging new technologies and collaboration across disciplines.

In an age when time to market and customer relationships rule, marketing can only succeed if everyone in the organization participates.

Western combines the expertise of its Marketing faculty with its Art, Communication and Computer Science faculty to equip our students to respond to real-time customer needs. Our approach prepares Western students to be true utility players in any marketing environment.

What Will You Learn? What Skills Will You Acquire When You Study Marketing?

Marketing is both a philosophy and a toolkit. Western Marketing students are well versed in strategy, planning and execution. Our Marketing courses focus on teaching the fundamental importance of customer relationships and their links to company profits and long-term success. In today’s environment, employers value workers who can understand the big picture and drive results. Western Marketing students can:

  • Assess the competitive environment with an eye toward change and constant improvement.
  • Analyze the firm’s current standing in the marketplace and prioritize resources to maximize marketing impact.
  • Plan a unified brand image and a unique customer experience.

Beyond the Classroom

Our small classes and faculty with real-world marketing experience work with the local business community on comprehensive marketing plans, social media and market research projects. These applied projects give Western students experience that goes well beyond the theoretical, while building their communication, project-management and problem-solving skills.

Recent Marketing majors have interned at:

  • Cambridge Financial Partners
  • Crested Butte Film Festival
  • Telluride Tourism Association
  • Two Plank Productions
  • Colorado Freeskier
  • Pueblo Chamber of Commerce

After Graduation

Western Marketing graduates have gone on to work for top-tier advertising firms, such as Crispin Porter + Borgusky, and have also started and grown many successful businesses.

Next Steps

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Courses

FOR REQUIRED COURSES AND DEGREE PLANS, VISIT THE OFFICIAL UNIVERSITY CATALOG. This is a list of courses offered by Western State Colorado University. To ensure the courses you need are offered during the current semester, please visit the current university catalog at http://www.western.edu/catalog. To determined the courses required for your major, check the "Majors and Minors" tab for your area of study.

 ACC 201 - INTRODUCTION TO FINANCIAL ACCOUNTING (3 credits)

An introduction to the field of accounting with emphasis on corporate financial statements. Financial statements are viewed as a communication device conveying the financial health of a business to interested parties. The objective of this first course is to teach students to read, analyze, and interpret these financial statements. The emphasis is on developing critical thinking and problem-solving skills using accounting concepts. Students are exposed to the steps used by accountants to record, measure, and process financial information. Cash flow analysis is contrasted with the accrual basis of accounting; the concepts of asset valuation and income measurement are discussed. Accounting majors must pass this class with a minimum grade of "C." Prerequisites: completion of the College Mathematics Course Requirement with minimum grade of "C-", or instructor permission.

 ACC 202 - INTRODUCTIONTO MANAGERIAL ACCOUNTING (3 credits)

An introduction to the preparation, uses, and analysis of common management accounting information. Topics include cost-volume-profit analysis, capital budgeting and present value applications, cash budgets, financial statement analysis, taxes, and management decisions, plus a brief introduction to modern cost accounting, with emphasis on activity-based costing systems. The development of problem-solving and analytical abilities is given primary importance throughout the course. Accounting majors must pass this class with a minimum grade of "C". Prerequisites: MATH 140, MATH 141, or MATH 151 with a minimum grade of C; and ACC 201 with a minimum grade of C.

 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 220 - COMPUTER APPLICATIONS IN BUSINESS (3 credits)

Designed to teach students to apply a variety of interdisciplinary computer applications in their business professions. Topics include integrating word processing, spreadsheets, databases, communications, and graphics on personal computers. A minimal skill in keyboarding is required.

 BUAD 270 - PRINCIPLES OF MARKETING (3 credits)

An introduction to the fundamental concepts of marketing, including consumer demand and behavior, segmentation, advertising, marketing research, product development, distribution, pricing, the internet as a marketing agent, and global marketing issues. The student is exposed to the most basic tools, factors, and marketing principles administered by management in establishing policy, planning, and complex problem solving. Prerequisites: ENG 102 with a minimum grade of "C-" and completion of at least 24 credits; or instructor permission.

 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 309 - BUSINESS COMMUNICATION (3 credits)

A study of the fundamentals, principles, and practices of effective written communication, including concepts of appearance, language, and psychology of tone and persuasiveness as applied to the business letter, memorandum, and report. Presentation skills are also discussed. Prerequisites: ENG 102 with a minimum grade of "C-"; sophomore standing.

 BUAD 311 - ESSENTIAL 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 "C-"; ACC 201 with a minimum grade of "C"; BUAD 270; 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 consumers' 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 COTH 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.

 CIS 120 - INFORMATION MANAGEMENT AND ANALYSIS (3 credits)

An in-depth study of the essentials of word-processing, spreadsheets, and information management, using modern computers and software. Substantial student competence in these areas is required for further study at the College. Applications are presented from various fields.

 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 460 or above; pass MATH 099; or Accuplacer Elementary Algebra test score of 85 or higher, or college-level math requirement with a minimum grade of "C-." Prerequisite or corequisite: ENG 102.

 ECON 202 - MICROECONOMICS (3 credits)

The theory of microeconomics makes use of the tools of marginal cost-benefit analysis to provide a framework for the economic analysis of decision-making. The focus is on the choices of individual firms and consumers, and the resultant outcomes in individual markets. The social implications of the functioning of competitive markets are examined, as well as the causes of market failure and the potential roles of government in correcting them. Prerequisite: ACT math score of 19 or above; SAT math score of 460 or above; pass MATH 099; or Accuplacer Elementary Algebra test score of 85 or higher, or college-level math requirement with a minimum grade of "C-."

Faculty & Staff

Faculty

Lecturer in Marketing
BBA Marketing, BA Psychology , Kent State University , M.B.A., Global Social and Sustainable Enterprise, Colorado State University
Phone: 970.943.3005
Office Location: Borick 250
Associate Dean of the Business School, Professor of Business Administration
B.A., Brigham Young University; M.A., Ph.D., Michigan State University.
Phone: (970) 943-2610
Office Location: Borick Building 217