Marketing
- Bachelor of Science
- Minor
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The Marketing Program
Marketing at Saint Vincent College teaches students to anticipate and satisfy customer needs in the marketplace. Marketing is at once exciting and challenging—it involves creating, communicating, delivering, and exchanging goods and services that offer value for customers, clients, partners, and society at large. McKenna School marketing students are introduced to the strategic role of marketing in business and nonprofit settings, and in society. Marketing students begin with courses in consumer psychology, marketing research and digital marketing and learn important skills for applying marketing strategy. These skills including marketing plans, business simulations, the interpretation of statistical data, in-depth training in Excel, and advertising and promotion planning.
Successful marketing students are often creative; they like people, their ideas, activities, backgrounds, and opinions. Marketing students enjoy trying new products and brands, trackingdata and trends, and they follow digital media, social platforms, and interesting advertising and promotion campaigns.
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.
Undergraduate Programs
What Can I Do With a Degree in Marketing?
Marketing majors may pursue a variety of specialty areas, including the following:
Advertising & Promotion Management
Advertising managers usually work in the business side of advertising, planning campaigns for clients, selling media space or time, generating new promotion ideas and advertising concepts, and preparing budgets.
Brand Management
Brand managers apply product design, promotion, pricing and distribution techniques to increase the perceived value of a product line or brand over time. Brand management emphasizes brand recognition, brand equity, and brand loyalty.
Professional Sales
Sales representatives showcase and sell goods or services to businesses, organizations, and government agencies, rather than selling directly to consumers. Sales representatives are critical to manufacturers and wholesalers, as they promote and market the products for them.
Marketing Research
Marketing research is the systematic and objective identification, collection, analysis, dissemination, and use of information to improve decision making related to identifying and solving problems and opportunities in marketing. Marketing researchers conduct focus groups, design surveys and observational studies, and analyze primary data to help clients better understand customer needs and trends.
Entertainment Marketing
Entertainment marketers use marketing strategies to generate interest for upcoming entertainment events, such as a movie releases, theatre productions, TV shows, gaming and sports. Some popular entertainment marketing strategies include celebrity endorsements, strategic brand partnerships, and product placements.
Retail Management
Retail marketers are involved with logistics, buying, customer service, merchandising, store design, market research, and promotions for organizations that sell directly to customers.
Marketing Analytics
Marketing analytics uses statistical techniques to analyze and track secondary data to help managers make more informed decisions about customer buying patterns.
Non-Profit Marketing
Nonprofit marketing refers to the tactics and strategies nonprofit organizations use to raise donations and spread their message. Nonprofit marketers use wide range of activities, such as direct mail marketing, mobile marketing, content marketing, and social media marketing.
Digital Marketing
Digital marketing is the use of digital or social channels to promote a brand. Digital markers use the internet, social media, search engines, mobile devices and other media channels. It requires new ways of marketing to consumers and understanding the impact of their behavior.
The McKenna School also offers SAP Business One certification. SAP’s comprehensive business software suite is utilized by thousands of prominent world class companies.
Benefits of a Minor in Marketing
The marketing minor compliments a variety of majors who are looking for a fundamental background in business and consumers, including communication, education, psychology, and sociology. A marketing minor is also a powerful combination for other business majors and economics majors looking for a practical view of the marketplace.
Curriculum Requirements
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Requirements for a Bachelor of Science in Marketing
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)Requirements for a Bachelor of Science in Marketing (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 creditsNote: 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.
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 -
Requirements for a Minor in Marketing
Requirements for a Minor in Marketing
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
Job Placements and Careers
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Job Placements and Internships
Our students have secured jobs and internships in several areas of marketing and related fields. Some include:
ADP
Advanced Sales and Marketing
Aerotek Professional Services
Allegheny Ludlum
American Eagle Outfitters
American Red Cross
Atkins & Pearce
A-Z Communications
Black and Decker
BNY Mellon
Capri David & Reed
Cline Davis Mann (New York)
Compunetix Inc.
Country Music Television
Desmone Architects
Disney College Program
Dominion Resources
Federated Investors
FineLine Multimedia
Fred Rogers Institute
Giant Eagle
Heinz Company
Ipsos - North America
KDL Freight Management
Kennametal Inc.
KPMG
Kraft Foods
Michael Baker Corporation
Pennsylvania Trade Representative (Beijing)
Pittsburgh Riverhounds
Pittsburgh Steelers
PNC Financial Services
Polyconcept North America
PPG
Quarq
R&Q Solutions
Seidor Miami (SAP B1)
Surgical One Supply
TEK Systems
Thermo Twin Industries
United States Thermoamp
UPMC
U.S. Bureau of Census
USB Financial Services
Walt Disney World
Warrior Sports
West Media Group
WTAE-TV
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Career Options
There are many career options in marketing including:
Accounts Executive
Account Sales Consultant
Corporate Communications Specialty
Customer Relations Representative
Inside Sales
Marketing Assistant
Marketing and Communications Coordinator
Marketing Manager Coordinator
Marketing Operations Specialist
Marketing Specialist
Performance Analyst
Product Manager
Program Merchandising
Retail Management
Sales Associate
Sales Coordinator
Sports Information
Sports Marketing
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, Economics, Management, Marketing and the Master of Science in Management: Operational Excellence graduate program. Three programs in Business Data Analytics (launched Fall 2020), Sports Management (launched Fall 2021) and Business Administration (launched Fall 2021) are in candidacy for accreditation.
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. 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.
The McKenna School is also a member of the Middle Atlantic Association of Colleges of Business Administration. The 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.
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.
Student Testimonies
Marie Matt, C'23
Marketing Major @ Saint Vincent College
Hometown: North Huntingdon, PA
"Saint Vincent's Marketing Major allowed me to find my true passion. Intriguing classes in consumer behavior, digital marketing analytics and marketing research showed me how marketing is an essential part of any organization. Thank you, Saint Vincent, for helping me find my passion and a rewarding placement with GNC Corporation."
Lisa Mason, C'17
Senior Level Marketing @ UPMC
Hometown: Connellsville, PA
"As a graduate of Saint Vincent College, I can honestly say that my time as a Marketing major has made all the difference in where I am in my career today. All of the positive experiences with my professors enabled me to gain confidence and helped me achieve my senior level marketing position at UPMC."
Faculty
Thomas Cline, Ph.D.
Professor, Business Administration
thomas.cline@stvincent.edu
Robert DePasquale, Ph.D.
Professor, Business Administration
rob.depasquale@stvincent.edu
Jeffrey Godwin, Ph.D.
Professor, Business Administration
jeff.godwin@stvincent.edu
Nicholas Racculia, Ph.D.
Professor, Business Administration
nicholas.racculia@stvincent.edu
Mr. A. Mark. Abramovic
Insttructor, Business Administration
mark.abramovic@stvincent.edu