Many different types of marketing range from influencers to billboards, so in 2019 Rockhurst completely redesigned the program based on research with employers and an analysis of marketing industry trends and other marketing major programs.
The results make Rockhurst University one of the top schools for marketing and sales education in Kansas City.
Program Overview
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The marketing concentration of the Bachelor of Business Administration (BSBA) at Rockhurst’s Helzberg School of Management teaches the most important concepts in marketing – such as market research, market segmentation and targeting, consumer behavior, the distribution of goods and services, pricing policy, promotion, and communication, as well as marketing management – while offering students the opportunity to explore specialty areas of interest.
In this way, Rockhurst provides a concentration that can be tailored to each student’s direct interests and professional goals. The program offers a broad liberal arts background and a strong professional education that equips marketing students to handle the complexities of modern business.
Learning Outcomes
Marketing is a practical, career-oriented concentration that develops:
- General business acumen
- Analytical skills, logic and creativity
- Marketing decision-making
- Analytical skills
- Creative problem-solving
- Marketing strategy
- Presentation skills course designed specifically for marketers
Program Outcomes
Students will be prepared for a variety of marketing jobs in a fast-growing segment of the job market. According to the Bureau of Labor Statistics, overall employment of advertising, promotions and marketing managers is projected to grow 10% from 2016 to 2026 – faster than the average for all occupations.
Advertising, promotion, and marketing campaigns will continue to be essential for organizations as they seek to maintain and expand their share of the market. Specific job titles for new graduates include advertising agency account manager, public relations specialist, digital media coordinator, marketing coordinator and social media analyst, among others.
Marketing Director
Product Marketing Specialist
Social Media Manager
Brand Manager
Copywriter
Market Research Analyst
Sales Coordinator
Fundraising Strategist
Course Map
Degree and class descriptions and requirements can be found by clicking on the course catalog listings below. Rockhurst students can plan to take classes offered by complementary disciplines to fill core concentration requirements.
Popular Courses
This course immerses students at the intersection of strategy and creativity by focusing on the study of the promotional mix. Students study how advertising, sales promotions, public relations, personal selling, direct marketing, branding, and digital marketing are used as part of the overall marketing plan.
This course will examine the history, theory, philosophy, and functions of public relations practices and programs in organizations. The course may provide case study and/or service learning opportunities for students to identify, analyze, and critique public relations practices.
This course is designed to introduce and advance the necessary knowledge and skills involving brand and brand management in the modern business firms. The course modules include brand equity, positioning, brand elements, structure, programs, and a whole portfolio of strategies that allow firms to achieve better market performance through effective brand building and management. This course will not only focus on the foundation theories of brand management, but also emphasize the real-world experience.
This course offers a study of the role of technology within nonprofit organization communications. Course material focuses on the effective application of digital applications such as email, social media, websites, app development and other emerging technologies. Attention is given to case studies, industry trends and integration of multiple communication channels for successful awareness building, constituent and internal communication, community relations, public relations, advocacy and fundraising.
Degree Info
- Experiential Learning: A variety of marketing simulations
- Internships: Rockhurst University’s Career Services helps students search for internships consistent with their interests.
- Hands-on Class Projects: The concentration is grounded in active learning and hands-on experiences. In one class project, students create a comprehensive business plan to establish foreign operations for a domestic company.
- Networking: Students have considerable opportunities to network with prospective employers through RU's Helzberg School of Management and Rockhurst University Career Services events such as Leadership & Ethics Day, Dinner with the Industry, as well as Meet the Firms.
- Magis Leaders Program: Students have the opportunity to apply for a year-long, enhanced professional readiness program. With their mentor from the community, each student in the program will assess and adjust their personal and professional skills to enhance their performance in organizational settings.
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