Management and Marketing


Program Details

Marketing lies at the heart of successful organizations. Thriving businesses need employees who can identify customer needs as well as create and implement marketing solutions to satisfy those needs. Through your Marketing courses at Western Illinois University, you will develop important skills in the core strategic areas of products and services, professional selling, promotion, pricing, and marketing management through knowing and doing. The program has two focused certificates on integrated marketing communication and marketing technologies that will allow you to fully explore emerging areas of marketing used by worldclass companies, to engage consumers and businesses. Mobile marketing, social media marketing, and a host of Internet-based marketing technologies give our students a “knowledge edge” after completing their degrees. Classes are taught using a combination of multimedia technology, case analysis, lecture, computerbased simulations, and experiential learning activities. Class sizes are typically limited to 45 in principles courses, with advanced courses restricted to 35 students per section. The Marketing major is offered at both the Macomb and Quad Cities campuses.

Integrated Baccalaureate and Master's Degree Option

Bachelor of Business in Marketing/Master of Business Administration

The Bachelor of Business in Marketing/Master of Business Administration (MBA) integrated degree program provides an opportunity for outstanding undergraduate Marketing majors to complete both a Bachelor of Business degree in Marketing and an MBA in five years. The integrated degree allows a student to begin taking up to 6 semester hours of MBA courses during the senior year and to count these courses toward both undergraduate and graduate degree requirements. View detailed integrated degree requirements.

Student Professional Organizations

Marketing students are encouraged to join and participate in Western’s Marketing Club. Membership in the organization broadens students’ education through discussions, visits with leading marketing officials, assistance with résumé and interview preparation, and field trips to marketing firms.

Department Minors

  • Human Resource Management: Macomb, Quad Cities
  • International Business: Macomb, Quad Cities
  • Management: Macomb, Quad Cities
  • Marketing: Macomb, Quad Cities
  • Supply Chain Management: Macomb, Quad Cities

Additional Resources

A degree in Marketing is very desirable, offering challenging opportunities, career flexibility, and financial rewards. Career opportunities in Marketing are varied and are available in the business, government, and nonprofit sectors.

Alumni Job Titles

Within 5 Years of Graduation
  • Associate Product Manager
  • Bond Service Representative
  • Billing/Claims Analyst
  • Marketing Administrator
  • Outreach & Enrollment Specialist
  • Vendor Returns Specialist
5+ Years Past Graduation
  • Account Executive/Manager
  • Assistant Vice President
  • Customer Service Coordinator
  • Consumer Intelligence Manager
  • Director of Brand Development
  • Plant Manager

Employers of Alumni

  • Antares Institute of Health
  • Beltman Relocation Group
  • Brand Connections
  • Charles Schwab
  • CDW
  • John Deere
  • Kinze Manufacturing
  • Quad Cities River Bandits
  • Rockwell Collins
  • United States Air Force
  • UP Global
  • Veterans Canteen Service

Please refer to the undergraduate catalog for detailed program information and course requirements.

Course Descriptions


317 International Business. (3) (Global Issues) Introductory review of international trade emphasizing the role of marketing and distribution in directing the flow of products to and from the United States. The course also focuses on the impact of competition, politics, regulation, culture, finance, and technology.

327 Marketing Principles. (3) A general examination of the basic elements of the marketing functions. Such elements include the development, pricing, promotion, and distribution of goods and services studied in the framework of strategic and tactical decision-making by marketing managers as applied to business and nonbusiness organizations. Prerequisite: ACCT 200 or ACCT 201 or ECON 232 or junior standing.

329 Marketing Research. (3) This course concentrates on the fundamental techniques involved in determining problems, gathering and processing secondary and primary sources of information to solve marketing problems. Students will apply the research process to particular problem areas or cases through computer applications and statistical analysis. Prerequisites: MKTG 327 and STAT 171 or equivalent.

331 Promotional Concepts. (3) Emphasis is on promotion as the communication function of marketing. Attention is given to marketing communications theory, concepts, and research with in-depth treatment of all elements of the promotion mix (i.e., advertising, sales promotion, personal selling, public relations, and pointof- purchase communications). Prerequisite: MKTG 327.

333 Consumer Behavior. (3) The application of behavior science concepts and methods to the solution of marketing problems and the development of marketing strategies. Psychological and socio-cultural factors are examined in relation to the consumer decision-making process. Prerequisite: MKTG 327.

335 Professional Selling. (3) Learning to develop and apply essential professional selling skills through the use of interpersonal communication to effectively market yourself and the organization you represent. Basic concepts, processes, and techniques for selling, including customer analysis, prospecting, developing rapport, handling objections, customer service, and other related areas. Prerequisite: MKTG 327.

337 Services and Product Marketing. (3) This course provides students with skills to understand and effectively manage both services and product marketing strategies. Students will apply these skills in developing a new service in either a profit or non-profit context. Prerequisite: MKTG 327.

343 Retailing Management. (3) Retailing is studied from a decision-making approach. Topics covered include retailing strategy, consumer shopping behavior, human resource planning, the retail mix, communications, merchandising, and location. Prerequisite: MKTG 327.

371 Internet Marketing. (3) An examination of how businesses are using the Internet as a viable marketing tool. Understand the impact of the World Wide Web on the marketing mix and examine the unique competencies of this technology. Prerequisite: MKTG 327.

400 Marketing Internship. (1–12, repeatable to 12) Integrates marketing theories with application to actual business practice. All internships are supervised by a faculty coordinator and an executive in the business firm. In order to receive maximum credit, the student must be in a full-time position for a minimum of 16 weeks. Proportional credit will be granted for internships of shorter duration or with less working hours. These hours cannot be applied toward meeting the requirements for a Marketing minor. Prerequisites: Marketing major or minor, minimum junior standing, 2.75 GPA, 9 s.h. of Marketing coursework, and written approval of department chairperson. Graded S/U only.

411 Mobile Marketing. (3) An exploration of the applications of mobile marketing to increase brand awareness, generate customer profile information, increase site traffic, improve customer loyalty, and enhance revenues. Prerequisite: MKTG 327.

417 International Marketing. (3) (Global Issues) Emphasis is on marketing planning and strategies in the global environment. An examination of the cultural, political, economic, and other important factors affecting the international marketer and international marketing operations. Prerequisite: MKTG 327.

421 Seminar in Marketing Technologies. (3) A seminar course on the latest technological advances being deployed by marketers. Students will learn to understand and evaluate the impact of potential technologies on marketing strategy using industry and organizational examples. Prerequisite: MKTG 327.

429 Marketing Measurement and Pricing. (3) This course provides students with skills to measure the effectiveness of marketing strategies with emphasis on the pricing component of the marketing mix. Computation, application, and interpretation of commonly used marketing measurements provide students the ability to evaluate marketing decisions. Prerequisite: MKTG 327. Prerequisite or Corequisite: CS 302.

431 Direct Marketing Management. (3) An examination of the concepts, strategies, and applications involved in direct marketing, including direct mail, direct response advertising, telemarketing, catalogs, broadcast, and co-ops. Measurability, accountability, lists, database management, and the integration of direct marketing programs into the marketing mix are stressed. Prerequisite: MKTG 327.

432 Advertising and Promotional Campaigns. (3) Planning and development of advertising campaigns by students. A skills and techniques course which focuses on the application of advertising, sales promotion, and public relation concepts to the development of a promotional campaign. Prerequisites: MKTG 331, 333, or permission of the instructor.

441 Customer Relationship Management. (3) A systematic overview of the background and the methods of facilitating customer relationships for competitive advantage including a discussion of the concepts and frameworks surrounding the process of developing and maintaining efficient customer relationship management. Prerequisite: MKTG 327 or SCM 211.

460, 461 Independent Study in Marketing. (1–3 each, not repeatable) The student works with a Marketing professor to pursue an investigation of special Marketing interest. Prerequisites: Marketing major or minor, 2.75 GPA or higher, 12 s.h. of Marketing coursework, written permission of the professor and department chairperson.

479 Marketing Practicum in Survey Research. (3) Student will work one-on-one with a faculty member on a research project in survey research. This course brings together the theory and practice of survey research methods. Prerequisites: Successful completion of MKTG 329 and POLS/SOC 432.

497 Marketing Management. (3) The integration and implementation of marketing strategy by the marketing management manager is the focus of this capstone course. Through participative analysis and discussion, each student is exposed to the dynamic marketing environment. Prerequisites: MKTG 327, an additional 6 s.h. of Marketing coursework, and senior standing.


Department of Management and Marketing

Dr. Craig Conrad, Chairperson
Location: Stipes Hall 414
1 University Circle
Macomb, IL 61455-1390
Phone: (309) 298-1535
Fax: (309) 298-1019

Management and Marketing Website

Management and Marketing Directory

College of Business & Technology (CBT)

Dr. John A. Elfrink, Interim Dean
CBT Email:
Location: Stipes Hall 101
1 University Circle
Macomb, IL 61455-1390
Phone: (309) 298-2442
Fax: (309) 298-1039

CBT Website

CBT Directory


Andrea Riebling, Academic Advisor
Business Disciplines (A-I)

Chris Ramsey, Academic Advisor
Business Disciplines (J-L)

Sara Lytle, Director/Academic Advisor
Business Disciplines (M-O)

Anna James, Academic Advisor
Business Disciplines (P-Z)

Macomb: Stipes Hall 133
Phone: (309) 298-1619
Website: Stipes Hall Advising

Ashley Wilkinson, Academic Advisor
Quad Cities Campus
Quad Cities: QC Riverfront 109
Phone: (309) 762-5787
Website: Quad Cities Advising

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