All currently admitted William & Mary students interested in a business minor must apply for admission to the Undergraduate Business Program. Students minoring in marketing must complete 18 credits in the discipline. These credits focus understanding of marketing beyond basic principles to look more critically at advertising strategies, decision theory, marketing in a digital world, and consumer behavior.
Prerequisite Business Courses
ECON 101 - Principles of Microeconomics
The study of economic behavior at the level of individual households and firms. Topics include scarcity and choice, supply and demand, production, cost and market organization.
ECON 102 - Principles of Macroeconomics
The study of aggregate economic activity. Topics include national income and output, unemployment, money and inflation, and international trade.
BUAD 231 - Statistics
Basic concepts of statistical analysis within a business environment. Attention is given to solution methods via use of a computer
BUAD 203 - Principles of Accounting
A study of the use and preparation of financial information and the accounting system as an interpretive tool to communicate information about a variety of economic events to both internal and external users. Topics covered include the preparation and interpretation of financial statements for external users as well as managerial uses of accounting data, cost analysis, budgeting and performance evaluation.
BUAD 311 - Principles of Marketing
A study of the role of marketing in business and the economy. Emphasis is on the examination of functions, institutions and policies.
BUAD 452 - Marketing Research
Introduction of fundamentals of marketing research. Use of research information in marketing decision making. Topics include research design, interrogative techniques, data collection methods, scaling, sampling and alternative methods of data analysis. Students design and execute their own research projects.
New Requirement - Choose 2 of the following courses:
BUAD 446 - Consumer Behavior
The consumer-firm relationship is analyzed through the application of concepts drawn from contemporary behavioral science to concrete business cases and practices. Relevant concepts from the fields of cultural anthropology, sociology and psychology are applied to problems encountered in marketing to various consumer groups.
BUAD 448 - Marketing Strategy
Managerial techniques in planning and executing marketing programs. Emphasis on decision making related to marketing segmentation, product innovation and positioning, pricing and promotion Extensive use of cases, readings and a management simulation.
BUAD 451 - Customer Insights for Innovation
Many business opportunities and decisions depend on an understanding of customers' values, needs, aspirations and behaviors. These unique insights inform the development of products, services, and brands that are valued by customers and differentiated from competition. This course will be an immersive and experiential introduction to customer insights research, including fieldwork using a variety of qualitative research methods. In addition, these methods will be applied within the context of generating concepts for new products and services that address the insights identified.
Choose 1 additional elective to be chosen from the following:
BUAD 447 - Customer Experience Management
To be competitive in today's marketplace, service organizations must provide a quality experience for their customers. Customer experience management (CEM) is the process of strategically managing a customer's entire experience with a company. Specifically, this course identifies the key dimensions on which customer perceptions of service excellence are based, and describes strategies for offering superior customer service. Students will gain a better understanding of how customers evaluate service firms. Students will gain a better understanding of how customers evaluate service firms; they will also have a "tool kit" of ideas, measures and techniques to help improve service excellence.
BUAD 450 - Global Marketing
This course includes theories of and justifications for free trade, a study of environments across international markets (including the economic environments, the cultural environments, the political/ regulatory environments, and the physical/ geographic environments) and the practice of marketing including global marketing management for large, small and medium sized firms. Topics include globalization, global strategies, international service marketing and marketing in the developing world.
BUAD 453 - Sustainability Inspired Innovation and Design
Many companies are embracing sustainability as the inspiration and impetus for the next wave of product and service innovation. In this course, we will explore the reasons behind this growing interest in sustainability, what sustainability means to consumers, and the opportunities it presents to companies that want to "do well while doing good". This course will also emphasize the process and outcome of product and service innovation, from creative idea generation to concept evaluation. Specifically, students will gain significant hands-on experience with the tools and techniques of "Design Thinking" in a studio setting, with a focus on developing innovative ideas that promote the principles of sustainability.
BUAD 456 - Advertising and Digital Marketing
A study of how to use advertising and marketing communications, with special emphasis on digital media, to build and sustain relationships with consumers. Development of an integrated marketing communication campaign will emphasize the presentation of products to consumers through relevant media to include digital channels. Target market identification, situation analysis, promotional strategy and tactics, and evaluation within budgetary constraints will be stressed.