FROM: Elizabeth Beise (1J 6 Interim Associate Provost for Academic Planning and Programs

Transcription

1 ... '. MARYLAND "'... UNIVERSITY OF OFFICE OFTHE SENIOR VICE PRESIDENT FOR ACADEMIC AFFAIRS AND PROVOST 1119 Main Administration Building College Park, Maryland TEL FAX February 25, 2010 MEMORANDUM TO: G. Anandalingam Dean, Robert H. Smith School of Business FROM: Elizabeth Beise (1J 6 Interim Associate Provost for Academic Planning and Programs SUBJECT: Proposal to Modify the Curriculum for the B.S. in Marketing (PCC log no ) At its meeting on February 19,2010, the Senate Committee on Programs, Curricula and Courses approved your proposal to modify the curriculum for the B.S. in Marketing. A copy of the approved proposal is attached. The changes are effective Fall The College should ensure that the changes are fully described in the Undergraduate Catalog and in all relevant descriptive materials, and that all advisors are informed. MDC/ Enclosure cc: Alex Chen, Chair, Senate PCC Committee Sarah Bauder, Office of Student Financial Aid Reka Montfort, University Senate Erin Howard, Data Administration Donna Williams, Institutional Research & Planning Anne Turkos, Archives Linda Yokoi, Office ofthe Registrar James Dietz, Undergraduate Studies Brian Horick, Robert H. Smith School of Business Janet Wagner, Robert H. Smith School of Business

2 THE UNIVERSITY OF MARYLAND, COLLEGE PARK PROGRAM/CURRICULUM/UNIT PROPOSAL Please the rest ofthe proposal as an MSWord attachment!pcc LOG NO to Please submit the signed form to the Office of the Associate Provost --' for Academic Planning and Programs, 1119 Main Administration Building, Campus. College/School: Robert H. Smith School of Business College/School unit code-7 digits: Department/Program: Marketing Department/Program unit code-7 digits: Type of Action (choose one): _ (including informal specializations) 0 New academic degree/award program o Renaming ofprogram orformal Area ofconcentration 0 New Professional Studies award iteration o Addition/deletion offormal Area ofconcentration 0 New Minor o Suspend/delete program 0 Other Italics indicate that the proposed program action must be presented to the full University Senatefor consideration. Summary of Proposed Action: The Smith School's Marketing Department is requesting that the number of upper level ECON courses required for the major be lowered from 2 courses to 1 course. For more details see the enclosed proposal. ==============~=============================~===================================== APPROVAL SIGNATURES - Please print name, sign, and date. Use additional lines for multi-unit programs. 2. Department Chair ~(. I'\. c~ 3. College/School PCC Chair 4. Dean 'AJ / Dean of the Graduate School (if required)'t! ' ~ 6. Chair, Senate PCC.t ~j (?~ /0 I/' 7. University Senate Chair (if required) ""7"":I-:i : ?!1qJjt ~ 8. Vice President for Academic Affairs & Provost j/cj /ZOIO '-"'~..:> I.q...IU-~H"""'''''''&_ ::..+-I_-- I I

3 REASONS FOR PROPOSED ACTION After a review of its curriculum, the Marketing Department of the Robert H. Smith School of Business is in agreement with the national trend and is requesting that the number of upper level ECON courses required for the major be lowered from 2 courses to 1 course. By reducing the number of upper level economic courses required, students will be able to take an additional elective in its place providing greater flexibility and increased opportunity for students to pursue other coursework in programs like study abroad, minors, Smith School Fellows Programs, or 2 nd majors. An additional ECON course is not required for any career opportunity in Marketing, and with more elective credit, students can tailor their curriculum to fit their specific career goals. In addition, the Economics Dept at UM has faced a significant increase in the number of students in their major. As a result, business and economics students are having more difficulty accessing upper level ECON courses. By eliminating the 2 nd economics course required in the Marketing major, these students will have less difficulty completing degree requirements. A significant number of Smith School majors already only require one upper level ECON course including Accounting, Information Systems: Business Specialization, Operations Management, and Supply Chain Management. DESCRIPTION OF CURRICULUM CHANGE Marketing majors will still be required to complete edits of upper level economics from ECON 305 Intermediate Macroeconomic Theory & Policy, ECON 306 Intermediate Microeconomic Theory, ECON 330 Money and Banking, or ECON 340 International Economics. However, they will no longer be required to complete a 2 nd upper level economics from the options noted below under the old requirements. Students who have completed ECON 325 or ECON326 can substitute these courses for ECON305 and ECON306 respectively. Old Requirements BMGT 451 Consumer Analysis BMGT 452 Marketing Research Methods BMGT 457 Marketing Policies and Strategies Three of the following courses: 9 cr BMGT 352 Customer-Centric Innovation - New Option BMGT 353 Retail Management BMGT 357 Retailing and Marketing Internship (edits only) BMGT 372 Introduction to Logistics and Supply Chain Management BMGT 450 Integrated Marketing Communications BMGT 454 Global Marketing BMGT 455 Sales Management BMGT 458 Special Topics in Marketing (maximum 6 credits if content differs) BMGT 484 Electronic Marketing Total...18 cr Upper Level Economics Requirements One of the following courses: ECON 305 Intermediate Macroeconomic Theory & Policy ECON 306 Intermediate Microeconomic Theory ECON 330 Money and Banking ECON 340 International Economics One additional course from the following courses: (DELETING) ECON 305 Intermediate Macroeconomic Theory & Policy ECON 306 Intermediate Microeconomic Theory ECON 311 American Economic History Before the Civil War

4 ECON 315 Economic Development of Underdeveloped Areas ECON 330 Money and Banking ECON 340 International Economics ECON 375 Economics of Poverty and Discrimination ECON 380 Comparative Economic Systems Any 400 Level ECON Note: Students who have completed ECON 325 and ECON326 can substitute these courses for ECON305 and ECON306 respectively. Total Upper Level Economics Requirements 6 cr New Requirements BMGT 451 Consumer Analysis BMGT 452 Marketing Research Methods BMGT 457 Marketing Policies and Strategies Three of the following courses: 9 cr BMGT 352 Customer-Centric Innovation BMGT 353 Retail Management BMGT 357 Retailing and Marketing Internship (edits only) BMGT 372 Introduction to Logistics and Supply Chain Management BMGT 450 Integrated Marketing Communications BMGT 454 Global Marketing BMGT 455 Sales Management BMGT 458 Special Topics in Marketing (maximum 6 credits if content differs) BMGT 484 Electronic Marketing Total...18 cr Upper Level Economics Requirements One of the following courses: ECON 305 Intermediate Macroeconomic Theory & Policy ECON 306 Intermediate Microeconomic Theory ECON 330 Money and Banking ECON 340 International Economics Note: Students who have completed ECON 325 and ECON326 can substitute these courses for ECON305 and ECON306 respectively. Total Upper Level Economics Requirements (only 1 course now required) Additional Degree Requirements of the Marketing Major At the Smith School of Business, a minimum of 120 credit hours is required to complete a Bachelor of Science degree. Besides the major requirements, economics requirements and freshmen/sophomore requirements listed above and junior/senior level Smith School of Business core requirements listed below, a student must complete the University's CORE General Education Requirements and sufficient lower and upper level elective credit to accumulate a total of 120 credit hours. A minimum of 58 credit hours of the required 120 hours must be in (upper) level courses. A detailed explanation including additional Smith School of Business degree requirements are listed on the next page.

5 Freshmen/Sophomore Smith School Requirements MATH 220 or Elem.Calculus I or Calculus I BMGT 220 & Principles of Accounting I & II BMGT 230 or Business Statistics ECON 200 & Principles of Micro & Macro Economics COMM 100, 107 or Foundations of Speech Communications, Speech Communication, or Critical Thinking and Speaking Total 3-4 cr 6 cr 8 cr cr Junior/Senior Smith School Requirements BMGT Introduction to Information Systems BMGT Business Finance BMGT Marketing Principles BMGT Management and Organization BMGT Career Search Strategies and Business BMGT Business Law BMGT Business Policies Total Marketing Major Requirements (details listed previously) Upper Level Economics Requirements (details listed previously) University CORE General Education Requirements - not fulfilled by Smith School requirements listed above. - Total Credits Lower Level Electives Upper Level Electives Grand Total Required 1 cr 19 cr 18 cr 28 cr cr 12 cr 120 cr Current Catalog Description The goal of marketing is to satisfy all the stakeholders of the firm employees, dealers, stockholders, and customers by seeing that quality goods and services are developed and provided at fair prices and in a way that benefits the community and society. World-class competition has forced businesses to develop marketing programs that are as good as the best. This means getting closer to the customer, joining other organizations to create value for the consumer, and designing integrated distribution and communication programs that provide a seamless flow from producers to consumers. Pricing, communication/promotion, product/service, and distribution activities inherent in the development of marketing programs are applicable to non-profit organizations, business-to-business organizations, and firms that sell to ultimate consumers. Many types of careers are available to the marketing major. These include, but are not limited to: sales, advertising, retailing, product/service management, and marketing research. Because of the many different employment opportunities in marketing, many marketing electives are offered along with three core courses required of all marketing majors consumer analysis, marketing research, and marketing strategy. Updated Catalog Description No Change.

6 Typical Four Year Plan Year 1, First Term Year 1, Second Term Courses Credits Courses Credits ENGL101 (if not exempt) or elective 3 ECON201 4 MATH 220 (or as placed) 3 MATH220 (if still needed) or BMGT230 3 ECON200 4 COMM107 3 CORE class 3 CORE 3 Lower level elective 3 CORE Year 2, First Term Year 2, Second Term Courses Credits Courses Credits BMGT220 3 BMGT221 3 BMGT230 (if still needed) or elective 3 CORE 3 Lower level elective 2 Remaining electives 6 Lower level elective 3 CORE 3 CORE (Lab Science) Year 3, First Term Year 3, Second Term Courses Credits Courses Credits BMGT350 (College Core) 3 BMGT451 (Major requirement 1 of 6) 3 Upper level elective (1 of 4) 3 College Core 3 College Core 3 College Core 3 College Core 3 Advanced Studies Core 3 ECON 305, 306, 330 or Upper level elective (2 of 4) 3 BMGT367 (College Core) 1 BMGT367 (if still needed) Year 4, First Term Year 4, Second Term Courses Credits Courses Credits BMGT452 (Major requirement 2 of 6) 3 BMGT457 (Major requirement 5 of 6) 3 Major Requirement (3 of 6) from options 3 BMGT495 (College Core) (340/350/364 prereqs) 3 Major Requirement (4 of 6) from options 3 Major Requirement (6 of 6) from options 3 Professional Writing 3 Upper level elective (4 of 4) 3 Upper level elective (3 of 4)

7 Prerequisite/Course Sequencing Structure BMGT350: Prerequisite: ECON200 or ECON205 BMGT351: Prerequisite: BMGT350 BMGT 353: Prerequisites: BMGT220; and BMGT350 BMGT 357: Prerequisites: BMGT350 BMGT 372: No Prerequisite BMGT 450: Prerequisite: BMGT350 BMGT 451: Prerequisite: BMGT350 BMGT 452: Prerequisites: BMGT230; and BMGT451 BMGT 454: Prerequisite: BMGT350 BMGT 455: Prerequisite: BMGT350 BMGT 457: Prerequisite: BMGT350 BMGT 484: Prerequisite: BMGT350 COURSE DESCRIPTIONS BMGT 350 Marketing Principles and Organization (3) Prerequisite: ECON200 or ECON205. An introduction to the concepts and principles of marketing including the marketing of service and nonprofit organizations. Provides an overview of all the concepts in marketing including relationship marketing, product development, pricing, promotion, marketing research, consumer behavior, international marketing, distribution and internal marketing to employees. BMGT 351 Direct Marketing (3) Three hours of lecture per week. Prerequisite: BMGT350. For BMGT majors only. Planning, execution and evaluation of direct marketing strategy. Analysis of direct marketing programs in the consumer, business-to-business, and international markets. Advantages and disadvantages of direct mail, catalog, telephone, and Internet marketing will be discussed. The roles of marketing research, database marketing, and financial management in direct marketing are examined. Examples are drawn from the marketing of for-profit and non-profit organizations. BMGT 352 Customer-Centric Innovation (3) Prerequisite: BMGT350 Addresses the management of new products and services with a focus on the innovation process, specifically the development and launching of new products that meet strong customer needs. Topics focus on the basic steps involved in innovating new products or services: Opportunity Identification, Concept Generation, Design, Testing and Launch. (new course) BMGT 353 Retail Management (3) Prerequisites: BMGT220; and BMGT350. Planning and implementing retail marketing strategy. Store and nonstore (catalog, Internet) retailing. Evaluation of how environmental trends in the consumer market, competition, the economy and technology affect retail strategy in the U.S. and global market. BMGT 357 Retailing and Marketing Internship (3-6) Prerequisites: BMGT350 and permission of department. For BMGT majors only. Supervised work experience with a firm engaged in marketing goods or services. Students apply concepts learned in marketing classes and analyze the firm's organizational structure, environment and marketing strategy. BMGT 372 Introduction to Logistics and Supply Chain Management (3) The study of logistics and supply chain management involving the movement and storage of supplies, work-in-progress and finished goods. Logistics cost trade-offs with the firm and between members of the supply chain are examined. BMGT 450 Integrated Marketing Communications (3) Prerequisite: BMGT350. For BMGT majors only. Credit will be granted for only one of the following: BMGT354 or BMGT450. Formerly BMGT 354. In-depth study of coordinated marketing activities including advertising, sales promotion, Internet marketing, direct marketing and personal selling. Emphasizes strategic planning to effectively use these promotional tools to communicate with customers and meet marketing goals. Blends theory and current practice to provide managerial orientation. BMGT 451 Consumer Analysis (3) Prerequisite: BMGT350. Recommended: PSYC100; and PSYC221. Identifying buyer behavior concepts relevant to a specific marketing problem so that appropriate marketing decisions can be made. Conceptual frameworks are drawn from psychology, sociology, economics, and other social sciences to aid in understanding the behavior of ultimate and industrial buyers. BMGT 452 Marketing Research Methods (3) Prerequisites: BMGT230; and BMGT451. Focuses on aiding marketing decisionmaking through exploratory, descriptive and casual research. Develops student skills in evaluating and writing market research proposals, interpreting and analyzing subsequent reports and appraising their usefulness to managers; designing studies, including

8 selection of data collection method, development of data collection instrument, sample design, collection and analysis of data and reporting the results. BMGT 454 Global Marketing (3) Prerequisite: BMGT350. Marketing functions from the global executive's viewpoint, including coverage of global marketing policies relating to product adaptation, data collection and analysis, channels of distribution, pricing, communications and cost analysis. Consideration is given to the cultural, legal, financial and organizational aspects of global marketing. BMGT 455 Sales Management (3) Prerequisite: BMGT350. The roles of the sales executive as a planner, manager of resources and marketing functions and recruiter, trainer, motivator and leader of field sales personnel. Techniques and sequence of problem analysis for selling and sales management decisions and to the practical framework in which these decisions take place. Teaching vehicles feature strong classroom interactions, cases, journal articles, research findings, guest sales managers, debates, and modern company practices. BMGT 457 Marketing Policies and Strategies (3) Prerequisite: BMGT350. This capstone course ties together various marketing concepts using the fundamentals of strategic market planning as the framework. Application of these principles is accomplished by analyzing and discussing cases and by playing a marketing strategy computer simulation game. Analysis of current business articles to understand the link between theory and real-world problem solving. BMGT 458 Special Topics in Marketing (3) Selected advanced topics in marketing. BMGT 484 Electronic Marketing (3) Prerequisite: BMGT350. For BMGT majors only. Examines the process of developing, implementing and analyzing strategies for successfully marketing a variety of existing and potential products and services on the Internet. Special attention devoted to the tools and techniques unique to the electronic media. ECON 305 Intermediate Macroeconomic Theory and Policy (3) Prerequisites: ECON200; and ECON201; and MATH220. Analysis of the determination of national income, employment, and price levels. Discussion of consumption, investment, inflation, and government fiscal and monetary policy. ECON 306 Intermediate Microeconomic Theory (3) Prerequisites: ECON200; and ECON201; and MATH220. Analysis of the theories of consumer behavior and of the firm, market systems, distribution theory and the role of externalities. ECON 311 American Economic History Before the Civil War (3) Prerequisites: ECON200 and ECON201. Topics include: the British settlement of the North American colonies, economic development in the colonial period, the economics of the American Revolution, the writing of the Constitution, the development of financial markets in the early 19th century, public lands and the spread of western agriculture, slavery, banking, and early industrialization. ECON 315 Economic Development of Underdeveloped Areas (3) Prerequisites: (ECON200 and ECON201) or ECON205. Credit will be granted for only one of the following: ECON315 or ECON416. Analysis of the economic and social characteristics of underdeveloped areas. Recent theories of economic development, obstacles to development, policies and planning for development. ECON325 Intermediate Macroeconomic Analysis; (3) Prerequisite: ECON300. For ECON majors only. Credit will be granted for only one of the following: ECON305 or ECON325. Analysis of macroeconomic behavior and policy with emphasis on theoretical rigor. Topics include the deterimants of economic growth, unemployment, inflation, and international economic flows. ECON326 Intermediate Microeconomic Analysis; (3) Prerequisite: ECON300. For ECON majors only. Credit will be granted for only one of the following: ECON306 or ECON326. Analysis of economic decision-making by individual buyers and sellers, and resulting market outcomes, with emphasis on theoretical rigor. The efficient properties of perfect competition are examined, followed by consideration of market power, externalities, and asysmetric information. ECON 330 Money and Banking (3) Prerequisite: ECON200 and ECON201. The structure of financial institutions and their role in the provision of money and near money. Analysis of the Federal Reserve System, the techniques of central banks, and the control of supply of financial assets in stabilization policy. Relationship of money and credit to economic activity and the price level. ECON 340 International Economics (3) Prerequisite: ECON200 and ECON201. Credit will be granted for only one of the following: ECON340 or ECON441. A description of international trade and the analysis of international transactions, exchange rates, and balance of payments. Analysis of policies of protection, devaluation, and exchange rate stabilization and their consequences. ECON 375 Economics of Poverty and Discrimination (3) Prerequisites: (ECON200 and ECON201) or ECON205. The causes of the persistence of low income groups; the relationship of poverty to technological change, to economic growth, and to education and training; economic results of discrimination; proposed remedies for poverty and discrimination.

9 Assessment Plan Marketing (PROGRAM OF STUDY / MAJOR / DEGREE LEVEL, ETC.) Program Contact: Wendy Moe Phone: wmoe@rhsmith.umd.edu Date submitted to Academic Unit Head: September 2, 2005 Program Goals: Provide students with the required business management skills, the general business knowledge, and the specific knowledge of the field of marketing, to be future leaders in the knowledge-based digital economy. Relevance of goals to the mission statements and/or strategic plans of the University, College, or Program as applicable: Important business management skills required to succeed in the knowledge-based economy include critical reasoning, and oral and written communication. These are skills outlined in the University s learning goals and objectives. The R.H. Smith School s Vision Statement stresses the importance of training students to be future leaders in the knowledge and information-based, digital economy. Student Learning Outcomes (list the three-to-five most important) 1. Students will be able to demonstrate a clear understanding of important concepts in the core business disciplines and in the specific field of Marketing. 2. Students will demonstrate critical reasoning and written communication skills through the individual analysis and write-up of a business case. Assessment Measures and Criteria (describe one or more measures for each outcome and criteria for success) All Marketing students registered in BMGT 495, Business Policies (the capstone course for business students) during the semester in which assessments occur, are required to take a twopart test. Part 1 tests their knowledge of core business disciplines while Part 2 tests their knowledge of marketing. Eighty percent of students should answer, correctly, 70 percent of the questions in Part1 of the exam, and 80% of the students should answer, correctly, 70% of the questions in Part 2 of the exam. All Marketing students are required to analyze a business case for BMGT 495 and prepare a written analysis of the case. Eighty percent of students should meet expectations (21 out of 30 available points) in an assessment of their critical reasoning and written communication skills. See attached Critical Reasoning and Written Communication grading rubric. 3. Students will demonstrate their oral communication skills by All Marketing students are required to make a presentation in BMGT 495 on a business case.

10 presenting an analysis of a business case to their class. Eighty percent of students should meet expectations in an assessment of their oral presentation skills (18 out of 24 available points). See attached Oral Communications grading rubric. 4. Students will demonstrate their leadership skills by leading a class discussion on a business case. 5. Students will demonstrate their abilities to work effectively with other members of a team in the preparation of a group project. After first making a class presentation on a business case, all Marketing students are required to lead a class discussion based on the case and the presentation. Eighty percent of students should meet expectations (12 of 18 available points) in an assessment of their skills in leading the class discussion. See attached Leadership grading rubric. All Marketing majors are required to participate in the completion of a group project as part of the requirements for BMGT 495. The group generally consists of 4-6 students. The group is required to analyze a business case, a major industry or a market segment. Eighty percent of students should meet expectations (10 of 15 points) in an assessment of their teamwork skills. The assessment will be made by the instructor but will, in part, be based on student evaluation of other team members. See attached Teamwork grading rubric.