Marketing - Marketing Specialization


Contact: David Bonebright, Professor of Business Management and Marketing,, 434.797.8529

Length of Program: A full-time student may complete this program in four semesters.

Purpose: The Marketing program is designed for students who are preparing for full-time employment in merchandising, retailing or related marketing occupations. Persons seeking initial employment in Marketing or those already employed in Marketing and seeking advancement may benefit from this program.

Occupational Objectives: Students completing the marketing degree with a concentration in electronic commerce will have the skills needed to take a leadership role in the development and/ or management of electronic commerce activities in a variety of workplace settings. In addition to being trained specifically in electronic commerce, graduates of this program will be prepared for possible employment opportunities in a variety of management and marketing positions. The following occupational titles represent examples of possible employment opportunities for graduates with an electronic commerce specialization:

  • Sales Representative
  • Management Trainee
  • Department Manager
  • Buyer and Assistant
  • Buyer Manager
  • Direct Marketer
  • Administrative Assistant
  • Entrepreneur
  • Supervisor
  • Real Estate Sales
  • Insurance Sales
  • Manager Trainee
  • Department Manager
  • Small Business Owner/Manager
  • Other Related Marketing Occupations
  • Office Manager

Admission Requirements: In addition to the requirements established for the College, entry into this program requires completion of four units of high school English and one unit of high school mathematics. If you meet the general admission requirements, a counselor will discuss with you the strengths and weaknesses of your academic background and your strengths and weaknesses as revealed by an appropriate placement test. You may correct any deficiencies in academic preparation in the College’s developmental studies program.

Program Description: The program includes technical courses in marketing, related business courses and general education courses. Instruction will include both the theoretical concepts and practical applications needed for further success in Marketing. You are urged to consult with the Counseling Office and a faculty advisor in planning your program and selecting electives. Upon satisfactory completion of the program, you will be awarded the Associate of Applied Science in Marketing.

Program Requirements: To receive the Associate of Applied Science in Marketing, you will need to complete 66 credits with a grade point average of 2.00 or better. The outline on the following page represents a typical order of courses taken by full-time students.

Program Outcomes:

DCC Marketing—Consumer Marketing Specialization graduates will demonstrate the ability to:

  1. Understand the role and practice of marketing within an organization, including theoretical and applied aspects of the marketing discipline;
  2. demonstrate competency in presentation skills including organization, eye-contact, volume, pacing, and visual aids (i.e., PowerPoint);
  3. apply a wide variety of computer software skills to business communication media such as written reports and business plans using word processing software and business presentations using presentation software;
  4. perform and interpret basic business math calculations (e.g., mark-ups, interest rates, ratios, etc.) and business accounting principles, basic financial reports and book keeping fundamentals;
  5. create marketing strategies and plans that utilize elements of the marketing mix, product mix, and/or media mix;
  6. analyze marketing problems and issues facing companies and organizations and conceptualize possible alternative solution action plans;
  7. understand the basic concepts associated with business ethics and the importance of developing and adhering to a strong set of generally-accepted ethical principles;
  8. demonstrate basic principles of human relationship skills which can be used to successfully interrelate with customers, associates, employees, and superiors in a business setting;
  9. understand basic economics, various economic systems, legal and regulatory requirements for business and industry and their impact on business; and
  10. apply the strategic principles of selling to consumer buying behavior and marketing decisions as it relates to the marketing goals and objectives.

Course Sequence

First Semester   Lecture Hours Lab Hours Course Credits
AST 117 Keyboarding for Computer Usage 1 0 1
BUS 100 Introduction to Business 3 0 3
BUS 121 Business Mathematics I 3 0 3
ENG 111 College Composition I 3 0 3
ITE 115 Intro. to Computer Applications & Concepts 3 2 3
MKT 100 Principles of Marketing 3 0 3
SDV 100 College Success Skills 1 0 1
Total   17 0 17
Second Semester   Lecture Hours Lab Hours Course Credits
BUS 200 Principles of Management 3 0 3
BUS 122 Business Mathematics II 3 0 3
MKT 110 Principles of Selling 3 0 3
BUS 236 Communications in Management 3 0 3
ITE 215 Advanced Computer Applications & Integration 4 0 4
Total   16 0 16
Third Semester   Lecture Hours Lab Hours Course Credits
ACC 111 Accounting I 3 0 3
BIO 100 Basic Human Biology 3 0 3
ECO 120 Survey of Economics 3 0 3
HLT/PED Approved Wellness Elective 0 2 1
MKT 216 Retail Organization & Management 3 0 3
MKT 228 Promotion 3 0 3
Total   15 2 16
Fourth Semester   Lecture Hours Lab Hours Course Credits
ACC 110 Introduction to Computerized Accounting 2 0 2
BUS 108 Business Etiquette 1 0 1
BUS 149 Workplace Ethics 1 0 1
HUM 198 Seminar and Project in Humanities 3 0 3
MKT 170 Customer Service 1 0 1
MKT 227 Merchandise Buying and  Control 3 0 3
MKT 298/
MKT 297
Seminar and Project in Marketing OR
Cooperative Education



MKT 281 Principles of Internet Marketing 1 0 1
Total   15 0 15

Total Minimum Credits for the Associate of Applied Science Degree in Marketing: 66