Senate #13 Approved 12/11/86 _________ REQUEST FOR AUTHORIZATION TO ESTABLISH A NEW DEGREE PROGRAM TRACK The University of North Carolina Date: November 18, 1986 Constituent Institution: __________ __ _____ ________ __ _________ University of North Carolina at Asheville _________ ___ __________ API Discipline Specialty Title: Marketing and Purchasing ____ _ API Discipline Specialty Number: 0509 Level: B _________ Title of proposed new degree program track: Marketing Title(s) of currently established degree program tracks in the same HEGIS discipline specialty as the proposed new degree ____ program track: NONE ___________ __ ___ ________ ___ ______ _______ _____ I. DESCRIPTION OF THE PROPOSED NEW DEGREE PROGRAM TRACK A. Describe the proposed new degree program track. B. List the educational objectives of the new degree program track. C. List other institutions in North Carolina operating similar degree programs or degree program tracks. Also list any consultant reports, committee findings, and simulations (cost, enrollment shift, induced course load matrix, etc.) generated in planning the proposed program rack. D. Indicate how this proposed new degree program track differs from the basic program and from any other degree program tracks already included within the basic degree program and the probable effect on enrollment of these existing programs. _____________ ___ ___ _______ _____ II. JUSTIFICATION FOR THE PROGRAM TRACK A. Indicate student demand and demand for graduates, citing manpower needs in North Carolina and elsewhere. B. Enrollment (upper division majors, junors and seniors ____ only,for baccalaureate programs) 1. Describe the likely sources of students who will enroll in the program and the project net enrollment increases. Page 2 2. Project enrollment for four years, giving the basis for the projections. 3. Project enrollment by numbers and race using the chart below: +-------------------------------------------------------------------+ YEAR 1 YEAR 2 YEAR 3 YEAR 4 1987-88 1988-89 1989-90 1990-91 +-------------------------------------------------------------------+ BLACK 2 3 5 5 WHITE 50 65 80 98 OTHER - - - - +-------------------------------------------------------------------+ TOTALS 52 68 85 103 +-------------------------------------------------------------------+ Page 3 ___________ __ ___ ________ ___ ______ _______ _____ I. Description of the Proposed New Degree Program Track A. & B. Describe the proposed new degree program track and its educational objectives. The new Marketing track is intended to provide students with a well-rounded set of marketing course offerings approaching that offered in accredited Colleges of Business Administration all over the country. This set of courses is described below. This kind of program will give the student a thorough understanding of the practice of Marketing Management in the U.S. and other advanced Western nations. It will give them a grounding in the four basic elements in the "marketing mix": product, distribution, promotion, and price. It will employ the case method to give a real-world "flavor" to the learning process and to give special meaning to theoretical concepts such as market segmentation and differentiation. It will, together with the strong grounding in Humanities and Social Sciences provided by other departments, give the student an appreciation of the environment in which Marketing decisions are made. The Marketing program will also provide an understanding of the role of marketing in the U.S. economic system, and how it relates to the development of international business. The new program will also complement the strong Management Department core offerings in Organizational Behavior, Production, Decision-making and Policy. Students will be in a position to offer to potential employers a strong background in this universally-recognized field which is critical to business success. Business firms have long ago recognized the importance of adopting the "marketing concept" - the notion that the primary objective of a firm is to know and to satisfy the customer. Firms in Western North Carolina are no exception. List of Courses Business Law (Mgmt 340) (proposed shift to core) Marketing Research (Mgmt 351) Marketing and the Consumer (Mgmt 453) Marketing Strategy (Mgmt 458) Choice of four of the following: Marketing Channels (Mgmt 454) Sales Management (Mgmt 354) International Marketing (Mgmt 450) Retailing Management (Mgmt 356) Social Psychology (Psych 200) Perception (Psych 325) Communication Strategies in Advertising (Comm 342) I-C. List other institutions in North Carolina operating similar degree programs or degee program tracks. Page 4 Appalachian State UNC-Greensboro UNC-Wilmington Western Carolina University I-D. Indicate how this proposed new degree program track differs from the basic program and from any other degree program tracks already included within the basic degree program and the probable effect on enrollment of these existing programs. The Marketing track incorporates the Management core and provides an additional 24 to 27 hours of specialized training in the Marketing field. Currently students declare a General Business track in Marketing. The establishment of this track provides a specified track for students interested in Marketing. Students currently in the General Track (Marketing) would shift into this track. It is also expected that the establishment of a Marketing track will draw students currently employed in the Asheville vicinity who wish to increase their skills and open up greater career opportunities. _____________ ___ ___ _______ _____ II. Justification for the Program Track II-A. Indicate student demand and demand for graduates, citing manpower needs in North Carolina and elsewhere. Enrollment in Marketing courses has risen steadily over the past several semesters. Every class offered in recent semesters has been well-attended. The attached data on marketing and sales occupational growth and projection as taken from the ____________ _______ ________ Occupational Outlook Handbook of the U.S. Department of Labor indicates a hugh demand for persons in Marketing careers for the U.S. as a whole. North Carolina is expected to grow at least as fast as the nation, so the demand in the state should be strong. II-B. Enrollment (upper division majors, juniors and seniors ____ only, for baccalaureate programs). Students will be drawn from the General track (Marketing). The program is also projected to attract students from the Asheville community seeking to develop specialized skills in Marketing. The track is not expected to significantly affect net enrollment as most students would otherwise declare the General track. Based on the numbers of students currently in the General track (Marketing), it is projected that within four years there will be 100 students in the track. II-B. - continued The following data indicating enrollment in our current Marketing courses supports this projection. Page 5 Fall 1986 Mgmt 350 63 students Mgmt 351 17 students Mgmt 354 20 students Mgmt 453 12 students Spring 1986 Mgmt 350 46 students Mgmt 351 17 students Mgmt 354 13 students Mgmt 450 10 students Fall 1985 Mgmt 350 58 students Mgmt 354 11 students Mgmt 453 15 students It is expected that as more classes are offered enrollment in the program will increase. _______ III. Faculty III-A. List the names of persons now on the faculty who will be directly involved in the proposed program track. (Include resumes in attachment.) Dr John A. Reinecke (Resume is attached.) III-B. Project the need for new faculty for the proposed program track for the first four years. For 1987-88 an additional faculty member is needed. By 1989-90 a third person will be needed if a full program is to be offered without heavy dependence upon adjuncts. The only dependence upon present faculty other than Dr. Reinecke will be the occasional part-time participation of Dr. Robert Williams in teaching International Marketing. III-C. If acquisition of new faculty will require additional funds, please explain where and how these funds will be obtained. The position for 1987-88 has been budgeted. The additional position for 1989-90 will require additional appropriation of state funds. III-D. Please explain how the program track will affect faculty activity, including course load, public service activity and scholarly research. The program track is not expected to affect course loads in the Management Department if new positions are granted. It will certainly help stimulate both research in Marketing and public service activity for the Marketing sector of the area business Page 6 community. Members of the Marketing Advisory Council are quite interested in the effect of this new program on the business community. __________ ___________ IV. Additional Information Include additional information deemed pertinent to the review of this new degree program track proposal. The numbers of students currently specifying a Marketing specialty in the general track demonstrates the need for this program. The currently listed Public Administration track would be dropped in exchange for the Marketing track.