HIGHER EDUCATION COORDINATING COMMISSION June 10, 2021

Docket Item #: 5.2

Docket Item:

University Program Approval: Eastern Oregon University, Bachelor of Arts (B.A.)/Bachelor of Science (B.S.) in Marketing.

Summary:

Eastern Oregon University proposes a new degree program leading to B.A./B.S. in Marketing. The statewide Provosts’ Council has unanimously recommended approval. Higher Education Coordinating Commission (HECC) staff completed a review of the proposed program. After analysis, HECC staff recommends approval of the program as proposed.

Staff Recommendation:

The HECC recommends the adoption of the following resolution:

RESOLVED, that the Higher Education Coordinating Commission approve the following program:

B.A./B.S. in Marketing at Eastern Oregon University.

One University Boulevard La Grande, Oregon 97850-2807 • Voice: 541-962-3511 • Web: www.eou.edu

Date: December 17, 2020 Subject: Notification of a New Program To: Statewide Provost Council From: Sarah Witte, Provost and Senior Vice President for Academic Affairs Institution: Eastern Oregon University College/School: College of Business Department/Program Name: Business Administration Degree and Program Title: BS/BA in Marketing Will Present to EOU Board of Trustees: April 7, 2021 Description: The College of Business (COB) at Eastern Oregon University is proposing the establishment of a Bachelor of Arts (BA), and Bachelor of Science (BS) in Marketing at EOU. The BA/BS of Marketing is designed as a comprehensive program that carries the required general education and institutional requirements for the degree. The core requirement for the degree includes business classes that will provide students with a basic foundational knowledge of business fundamentals while preparing them to be successful in the employer-driven marketing specific courses required for the completion of the degree. The Marketing degree will provide student learners with relevant marketing content and applied experiential learning experiences to provide them with career-ready knowledge, skills, and abilities aligned with expectations of employers in the marketing field. Influenced by new technologies and integrated with EOUs proposed public relations degree, our degree recognizes the skills and abilities employers are seeking and is designed to remain relevant and responsive to the emergent field of integrated marketing communications. Program Location and Modality: In person (will replace the current Business Administration: Marketing Concentration); and Online Anticipated Start Date: Fall 2022 Anticipated Enrollment: Anticipated fall term headcount and FTE enrollment

Enrollment Projections 2021-22 2022-23 2023-24 2024-25 2025-26 2026-27

Bachelor's - Marketing 11 30 50 63 74 74

One University Boulevard La Grande, Oregon 97850-2807 • Voice: 541-962-3511 • Web: www.eou.edu

Addressing Statewide Rural Needs: Marketing in its purest form seeks to serve organizations by clearly communicating the attributes and benefits of a product or service so the public can understand just what and why they are purchasing. As a result, marketing creates an overall more informed and knowledgeable social economy. A high percentage of the students who complete the Marketing degree at EOU are from the greater Eastern Oregon region. Given that many of the students will stay in the region after graduation, the socio-economic climate of the region will benefit as qualified students help companies develop more successful businesses. Eastern Oregon University is the only university granting 4-year degrees in Eastern Oregon. Marketing degrees continue to demonstrate growth, thereby justifying the necessity for the addition of the degree offering. As a rural university EOU fills not only a need for a specific student audience, stakeholders also benefit from the program as students apply their lessons as they complete experiential projects within the region. This degree requires experiential and project-based learning addressing the civic and cultural demands of eastern Oregon citizenship. Employment Success Summary: The Bureau of labor and statistics ranks Marketing as 30th in occupations expected to have the largest rate of growth over a 10-year period and 50th with most projected openings. The number of jobs for marketing managers is expected to increase by 10% nationwide by 2026. Demand is even higher in many urban areas of the country. Key contemporary learning topics include integrated marketing and communication strategies, experiential opportunities, the use of multi- and digital channels/platforms, and web and data (“Big data”) analytics. Taken from research generated from Wiley Publishing, the need for qualified marketers is fast outpacing the source of qualified applicants. Aligned with the EOU Mission, the marketing degree is deliberately designed to serve as the educational, economic, and cultural engine for rural places by further cultivating for- and not-for-profit partnerships in our region as a source of internships, real world projects, prost=graduate placements, and advice. EOU serves a specific student audience that is drawn to small class sizes and the more hands-on guidance that EOU can deliver because of its size. The marketing concentration under the College of Business at EOU has been a successful program for years. Students engage in experiential projects with local and regional businesses by completing marketing projects ranging from developing ads to designing marketing strategies. The expansion of the concentration will afford us the ability bring expansion and currency to the career-ready knowledge, skills, and abilities expected of marketing graduates to serve our region including the unique challenges facing small businesses. Collaboration: N/A Contacts: Dr. Edward Henninger, Dean of the College of Business One University Blvd, Zabel Hall 255, La Grande, OR 97850 541-962-3399 eahenninger@eou.edu

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Institution: Eastern Oregon University

College/School: College of Business Department/Program Name: Business

Degree and Program Title: BS/BA in Marketing

1. Program Description a. Proposed Classification of Instructional Programs (CIP) number. CIP Codes 52.1401, 52.0208, 52.1402, 52.1403,52.1499. b. Brief overview (1-2 paragraphs) of the proposed program, including its

disciplinary foundations and connections; program objectives; programmatic focus; degree, certificate, minor, and concentrations offered.

The College of Business (COB) at Eastern Oregon University is proposing the establishment of a Bachelor of Arts (BA), and Bachelor of Science (BS) in Marketing. The BA/BS in Marketing is designed as a comprehensive program that carries the required general education and institutional requirements for the degree. The core requirements for the degree includes business classes that will provide students basic foundational knowledge of business fundamentals while preparing them to be successful in specialized lower and upper division marketing courses required for the completion of the degree. The Marketing degree will provide student learners with relevant marketing content and applied learning experiences to provide them with career-ready knowledge, skills, and abilities aligned with expectations of employers in the marketing field.

This proposed new BS/BA in marketing degree will not only provide students with a solid marketing foundation but also research and presentation skills through learn-by-doing experiential learning opportunities in marketing including emerging digital, interactive, and mobile technologies; web and data analytics; project management; interdisciplinary integrated marketing communications; creativity and innovation; and interpersonal and teamwork skills. Given such a dynamic and vulnerable business environment during the current pandemic, the constant evolution of marketing including the demand from remote consumers and online shopping and ordering will likely accelerate. Influenced by new technologies and integrated with EOUs proposed public relations degree, our degree recognizes the skills and abilities employers are seeking and is designed to remain relevant and responsive to the emergent field of integrated marketing communications.

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c. Course of study – proposed curriculum, including course numbers, titles, and credit hours.

EOU MARKETING DEGREE PROGRAM CHECK SHEET Complete all Institutional Graduation Requirements (Including University Writing Requirement, Diversity Requirement, General Education Requirement, etc.) as provided at http://www.eou.edu/registrar. Program Requirements: Marketing is a minimum 85 graded credit hour degree. A grade of “C-” or better is required for each course counting towards the major, but a cumulative GPA of at least a 2.00 is required for completion of the major. No classes may be taken for S/U credit.

STAT 243 is a required prerequisite for this program. [Online students complete STAT 243A/243B in lieu of STAT 243]

DEGREE PROGRAM CHECK SHEET

Complete all Institutional Graduation Requirements (Including University Writing Requirement, Diversity

Requirement, General Education Requirement, etc.) as provided at http://www.eou.edu/registrar.

Program Requirements: Marketing is a minimum 81 graded credit hour degree. A grade of “C-” or better is

required for each course counting towards the major, but a cumulative GPA of at least a 2.00 is required for

completion of the major. No classes may be taken for S/U credit.

STAT 243 is a required prerequisite for this program. [Online students complete STAT 243A/243B in lieu

of STAT 243]

CORE REQUIRED COURSES: 30 credits

Course

Number

Course Title Credits Prerequisites

BA 131 Business Infor & Data

Processing

4

ACCT 211 Financial Accounting 4 MATH 070 or higher with a C- or

better.

ACCT 213 Managerial Accounting 4 ACCT 211

BA 225 Business Communications

[UWR]

4 WR 121

ECON 201 Microeconomics [SSC] 5 MATH 095 or MATH 098

3

ECON 202 Macroeconomics 5

BA 254 Business Law 4

UPPER DIVISION REQUIRED COURSES: 55 credit hours

Course

Number

Course Title Credits Prerequisites

BA 303 Information Management 4 BA 131 or CS 161

BA 312 Principles of Marketing 4

BA 313 Principles of Finance 4 BA or ACCT 213, 303, ECON 202

& STAT 243

BA 321 Principles of Management 4

COM 325 Intercultural Communication 3

MKT 346 Digital Marketing Social Media

Strategies

4 BA 303, 312

MKT 365 Marketing Research 4 BA 303, 312

BA 411 Business Ethics & Society

[UWR]

4 BA 225, BA 321

MKT 455 Personal Selling and Customer

Relations

4 BA 312

MKT 477 Strategic Brand Management 4 BA 312, MKT 365

MKT 465 Consumer Behavior 4 BA 312

MKT 485 International Marketing 4 BA 312

MKT 490 Marketing Strategy Capstone

[UWR]

4 BA 312, MKT 346, 365, 455, 465,

485

Choose one of the following 4 credit required courses:

MKT 464 Promotional Strategy 4 BA 312

COM 345 Advertising Principles &

Practice 4

Total credits required: 85

NOTE: Students may not declare the Business minor in conjunction with the Marketing degree.

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Course Titles, Credits, Descriptions, and Prerequisites

STAT 243 - Elementary Statistics*SMI (Credits: 4) Gen Ed Core-Natural, Math & Info

Sciences. This is an introduction to concepts of statistical data analysis including

experimental design, descriptive statistics, the normal distribution, confidence intervals

and hypothesis testing. Students will also work with statistical computing packages such

as MINITAB.

BA 231 - Introduction to Business in a Global Environment*GTW (Credits: 4). Gen Ed Core-Gateway. BA 231 provides an overview of business in society, exploring the historical, social, economic, ethical and legal environments. In addition, the course explores the major functional areas of business: marketing, management, human resources, financial markets and global business. Business major and non-major students are introduced to business terminology, concepts, practices and career opportunities.

ACCT 211 - Financial Accounting (Credits: 4)

Introduction to financial statements prepared by accountants for business entities. Emphasis of the course is upon the fundamental procedures involved in the preparation of financial data for presentation to outside users. Prerequisite: MATH 070. ACCT 213 - Managerial Accounting (Credits: 4) A study of the development, presentation, and interpretation of accounting information utilized by management in decision making, planning and control. Prerequisite: ACCT 211. BA 225 - Business Communications (Credits: 4) Institutional Graduation Requirement – UWR. Analysis of methods of investigating, collecting, organizing, and presenting data for formal and informal business reports. Prerequisite: WR 121 or equivalent. BA 254 - Business Law (Credits: 4) Nature, origin and philosophy of law and procedures. Study of law of contracts and sales. Must have at least sophomore standing.

ECON 201 - Microeconomics*SSC (Credits: 5) Gen Ed Core-Social Sciences. A

systematic investigation of the operation of a market system, focusing on the role of

households, firms, and government in determining wages and prices. The topics of

analysis include concentration of economic power, the distribution of income, and the

role of government in a market system. Prerequisite: MATH 095 or MATH 098. Student

must have at least sophomore standing to register for this course.

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PRLS 211: Public Relations Techniques (3 credit hours) This toolbox-level class introduces the basic communication genres/activities and campaign strategies/tactics in public relations industry with a focus on media relations techniques. Students learn to work with the traditional mass media and the new media platforms to help both for-profit and nonprofit clients/employers in storytelling.

BA 303 - Business Info & Data Management (Credits: 4) Information Systems (IS)

develop the information that managers use to make decisions and is a necessary

component for the creation, storage, transformation, and protection of business data.

This course will introduce you to IS and the design, analysis, and implementation of

datasets and is intended to refine and extend skills in Microsoft Excel and other

business management technologies. The course will conclude with a study of

management information systems (MIS) and the role they play in organizations.

Prerequisite: BA 131 or CS 161 or CS 161A. Student must have sophomore standing to

register for this course.

BA 312 - Principles of Marketing (Credits: 4). An introductory course focusing on the

methods of identifying and interpreting wants and needs of consumers, selecting the

particular wants and needs the organization will satisfy, and determining the proper mix

of product, price, promotion and place. Lecture and readings are blended with problems

and cases for class discussion. Student must have at least sophomore standing to

register for this course.

BA 313 - Principles of Finance (Credits: 4). Introductory course in financial concepts

focusing on analyzing the firm’s performance, understanding risk and return, and

conducting capital budgeting and business valuation. Prerequisites: BA 213 or ACCT

213, BA 303 or ACCT 303, ECON 202, and STAT 243 or STAT 243A (co-requisite

STAT 243B). Student must have at least sophomore standing to register for this course.

BA 321 - Principles of Management (Credits: 4). Study of primary functions of

management of goal-directed organizations. Analysis of the internal organization

structure and of management roles within complex organizations. Study of structural

bases, work-flow pattern, leadership patterns, and control systems upon human

behavior. Student must have at least sophomore standing to register for this course.

MKT 346 - Digital Marketing and Social Media Strategies (Credits: 4). Designing a

purpose driven social media strategy helps to guide businesses online activity. In this

class students will create digital and social media strategies that will drive brand

awareness, create customer engagement and increase sales. Students will gain a

broad perspective of the digital landscape and how to elevate a brand equity online.

They will also develop an understanding of the common digital tools such social media

engagement (SEM), search engine optimization (SEO), and integrated digital marketing

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strategy. Prerequisite: BA 312. Student must have at least sophomore standing to

register for this course.

MKT 365 - Marketing Research and Data Analytics (Credits: 4). Marketing research is

the process of gathering and analyzing information about customers and competitors in

the market. In this class students will learn how marketing research targets specific

problems and seeks to solve them through the use of data collection and data analysis.

Students will use data analysis to create correlations that support a predetermined

research goal. Students will engage in activities that demonstrate practical application of

market research theory. Prerequisite: BA 312 and BA 303. Student must have at least

sophomore standing to register for this course.

BA 411 - Business Ethics & Society (Credits: 4). Institutional Graduation Requirement –

UWR. As future managers, leaders, and citizens, each of you will have influence on the

organizations in which you participate. This course will assist you in exploring and

developing knowledge of ethical perspectives, decision- making processes, and the

development of solutions to ethical dilemmas. BA 411 provides an opportunity for

students to investigate the many ethical challenges facing individuals and organizations

in the business environment. Study of various ethical perspectives will enable students

to increase their ability to analyze ethical problems, critically assess ethical arguments

relevant to such issues, and recommend solutions to ethical dilemmas. Students will

develop a working knowledge of major themes surrounding ethical issues, including, but

not limited to, corporate social responsibility. Prerequisites: BA 225 and 321. Must have

junior standing to register for this course.

MKT 464 - Promotion Strategy (Credits: 4) The marketing mix, also referred to as the

4’P’s, is defined as the set of tools that companies use to achieve their marketing goals;

Product, Price, Place, & Promotion. Students will use critical thinking skills combined

with market research to determine the appropriate promotional media for various

products and services. Students will also develop communication skills by writing

promotional messages for a variety of media, including but not limited to radio and

television commercials, social media, and research briefs. Prerequisite: BA 312.

Student must have at least junior standing to register for this course.

MKT 465 - Consumer Behavior (Credits: 4). Consumer behavior is the study of when,

why, how, and where people do or do not buy a product. It blends elements from

psychology, sociology, social anthropology and economics. The behavior that

consumers display in searching for, purchasing, using, evaluating, and disposing of

products and services reflects their beliefs of which will satisfy their overall needs.

Consumer behavior describes two different kinds of consumer entities, the personal

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consumer and the organizational consumer. Prerequisites: BA 312. Student must have

at least junior standing to register for this course.

MKT 485 - International Marketing (Credits: 4). Through the study of strategies, and

techniques commonly used in international marketing, students will develop an

understanding of how companies identify and develop business opportunities

internationally. Students will learn how to evaluate viability of international markets as

well as how to develop strategies to use when marketing their products internationally.

By studying global sociocultural factors and analyzing their impact on marketing

operations, the student will gain applicable knowledge related to international marketing.

Prerequisite: BA 312. Student must have at least junior standing to register for this

course.

COM 325 - Intercultural Communication*AEH (Credits: 3) Institutional Graduation

Requirement - DPD. This course examines how communication behavior differs among

cultures in various contexts such as workplace, school, healthcare, and diplomacy.

Students learn to be adapting to different worldviews, meaning systems, stereotypes,

and ethnocentric behavior. Major issues such as identity, ethnocentrism, and

multiculturalism will be discussed. Prerequisite: Must have at least sophomore standing

to register for this course.

COM 345 - Advertising Principles & Practice (Credits: 4) This course introduces the

concepts, history, theories, legal/ ethical issues, and routine practices of advertising as

a medium of information in modern society. Students learn how advertising meshes with

the ethos of our national culture, how advertising works in the market economy, how

advertising appeals to consumers, and how to create selling ad copy.

MKT 455 - Personal Selling and Customer Relations (Credits: 4) Personal selling

scenarios are important promotional elements where the product attributes are

communicated to potential customers. Whether sales take place in the virtual or in-

person environment, the customer is at the heart of a sales transaction. In this course

students will learn how to create mutually beneficial sales presentations that connect

specifically to a customer’s needs. Students will create holistic personal selling

strategies that include post purchase behavior and the development of in-depth

customer service plans.

MKT 477 - Strategic Brand Management (Credits: 4). In this course students will focus

on learning how to effectively develop a brand strategy. Brand strategy is the

development of a clear tactical plan to communicate the perception of the

company’s credibility and reputation to its intended market. Students will analyze

existing brands and create strategies to build brand equity and develop awareness

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of new brands. Students will create strategic and management sustainable brand

strategy across a broad range of products and services.

MKT 488 - The Agency (Credits: 4). Marketing is the process of analyzing products,

identifying target markets, and exploring the best ways of connecting products and/or

services to people. In this class students will learn to appraise customer needs and

construct promotional strategies. This class provides an opportunity for students to learn

by doing. The class provides experiential learning through the facilitation of field

experiences; students will work with businesses to assess marketing needs, determine

strategy, formulate and present proposals to businesses.

MKT 490 - Marketing Strategy Capstone (Credits: 4). Personal branding is the

deliberate task of creating and communicating an individual’s image. Students enrolled

in the MKT concentration will complete a culminating final project: a personal brand E-

Portfolio. The creation of this personal brand project will require you to use the

concepts, skills and theory that you have gained through your marketing classes. The

goal in completing this project is to develop an E-Portfolio student can use as a

representation of the skills and abilities they have gained by completing the assigned

marketing classes.

d. Manner in which the program will be delivered, including program location (if offered outside of the main campus), course scheduling, and the use of technology (for both on-campus and off-campus delivery).

The program curriculum will be offered both on the EOU campus and through online delivery. Many of the business and marketing classes that make up the degree are currently offered through both modalities. The MKT classes will contain a combination of asynchronous activities and synchronous activities. Several of the marketing classes will have experiential elements (e.g., The Agency) that will allow both on-campus and online students to participate in project-based experiential learning activities designed to help businesses in the region. These project-based activities are elemental in helping the student to gain practical experiences resulting in regional businesses gaining much

e. Adequacy and quality of faculty delivering the program. Full-time faculty and adjuncts will be used and are appropriately qualified in marketing or specialized marketing fields for course assignments. Among the faculty, Dr. Shari Carpenter has been teaching marketing classes at EOU since 2005. Before coming to academia, Dr. Carpenter worked in various marketing positions from sales and marketing strategy to founding an advertising agency. Other FT faculty with marketing education and experience include Dr. Michael Fields, Dr. Gary Keller, Dr. Laura Gow-Hogge, and Dr. Les Mueller.

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Should projected growth be achieved, we will require an additional appropriately qualified FT faculty member by year two, by Fall 2023.

f. Other staff. None at this time.

g. Adequacy of facilities, library, and other resources.

EOU currently supports student’s success both online and on-campus with a fully staffed IT department. EOU Library provides online and on-campus access to a full complement of research databases. As well as providing a dedicated Library liaison to assist with marketing-related research and analytics. EOU Financial Aid department is dedicated to helping students with accessing funds needed to cover all costs related to their education. The College of Business supports academic advising through professional and faculty advising, ensuring that students will complete the Marketing degree in an effective and efficient manner. The EOU Learning Center will support additional tutoring and provide ADA related disability services as needed to ensure student success. The Writing Center at EOU helps both online and on-campus students. The Canvas LMS has been successfully used by students and faculty for several years and supports both online and on-campus delivery of courses.

h. Anticipated start date. Winter term, January 2022

1. Relationship to Mission and Goals a. Manner in which the proposed program supports the institution’s mission, signature areas of focus, and strategic priorities.

EOU seeks to guide student inquiry through integrated, high-quality professional programs that lead to responsible and reflective action in a diverse and interconnected world.

1. This new degree aligns well here as it is focused on professional and intercultural communication, inquiry and critical thinking, and service and experiential learning, learning by doing

2. Aligned with the EOU Mission, the marketing degree is deliberately designed to serve as the educational, economic, and cultural engine for rural places by cultivating planned educational partnerships in our region as a source of internships, real-world projects, and consulting.

As an educational, cultural, and scholarly center, EOU connects the rural regions of Oregon to a wider world. Our beautiful setting and small size

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enhance the personal attention our students receive, while partnerships with colleges, universities, agencies, and communities add to the educational possibilities of our region and state

1. This new degree aligns well with this expectation as it emphasizes student engagement, practical/applied learning, and academic and career advice. Project-based courses (experiential learning designations) rely on developing relationships and partnerships with area community colleges, agencies, local and regional governments, and communities to impact economic and workforce development in our region.

b. Manner in which the proposed program contributes to institutional and statewide goals for student access and diversity, quality learning, research, knowledge creation and innovation, and economic and cultural support of Oregon and its communities.

The Bureau of Labor Statistics ranks Marketing as 30th in occupations expected to have the largest rate of growth over a 10-year period and 50th with most projected openings. The number of jobs for marketing managers is expected to increase by 10% nationwide by 2026. Demand is even higher in many urban areas of the country. Key contemporary learning topics include integrated marketing and communication strategies, experiential opportunities, the use of multi- and digital channels/platforms, and web and data (“Big data”) analytics. Taken from research generated from Wiley Publishing, the demand for qualified marketers is fast outpacing the supply of qualified applicants.

EOU serves a specific student audience that is drawn to small class sizes and more hands-on guidance that EOU can deliver because of its size. The marketing concentration under the College of Business at EOU has been a successful program for years but is more elective based than prescription based. Students engage in experiential projects with local and regional businesses by completing marketing projects ranging from developing ads to designing marketing strategies. Moving from a concentration to a marketing degree will afford us the ability to bring expansion and greater currency to the career-ready knowledge, skills, and abilities expected of marketing graduates to serve our region including the unique challenges facing small businesses.

c. Manner in which the program meets regional or statewide needs and enhances the state’s capacity to:

improve educational attainment in the region and state; respond effectively to social, economic, and environmental challenges and opportunities; and

address civic and cultural demands of citizenship.

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Marketing in its purest form seeks to serve organizations by clearly communicating the attributes and benefits of a product or service so the public can understand just what and why they are purchasing. As a result, marketing creates an overall more informed and knowledgeable social economy. A high percentage of the students who complete the Marketing degree at EOU are from the greater Eastern Oregon region. Given that many of the students will stay in the region after graduation, the socio-economic climate of the region will benefit as qualified students help companies develop more successful businesses. Eastern Oregon University is the only university granting 4-year degrees in Eastern Oregon. Marketing degrees continue to demonstrate growth, thereby justifying the necessity for the addition of the degree offering. As a rural university EOU fills not only a need for a specific student audience, stakeholders also benefit from the program as students apply their lessons as they complete experiential projects within the region. This degree requires experiential and project-based learning addressing the civic and cultural demands of eastern Oregon citizenship.

1. Accreditation a. Accrediting body or professional society that has established standards in the

area in which the program lies, if applicable. 1. International Accreditation Council for Business Education (IACBE)

b. Ability of the program to meet professional accreditation standards. If the program does not or cannot meet those standards, the proposal should identify the area(s) in which it is deficient and indicate steps needed to qualify the program for accreditation and date by which it would be expected to be fully accredited. 1. Eastern Oregon University is accredited by the Northwest Commission on

Colleges and Universities. Accreditation of an institution of higher education by the Northwest Commission on Colleges and Universities indicates that it meets or exceeds criteria for the assessment of institutional quality evaluated through a peer-review process. The college of Business is accredited by the IACBE and adheres to their standards for assessment.

2. Having already achieved initial and reaffirmed accreditation (reaffirmation approved July 2020) The program was developed in ways to assure that once we have graduates it will align with and conform to the IACBE principles so we do not anticipate an inability to meet their standards once we apply. As noted below, our new degree should qualify for a shorter review process for new majors since it is linked to the College’s business programs that have already achieved IACBE accreditation.

3. The degree was deliberately designed to align with IACBE accreditation principles. It is highly likely that our new degree will be accredited.

c. Indicate steps needed to qualify the program for accreditation and date by which

it would be expected to be fully accredited. i. Having already achieved initial and reaffirmed accreditation (reaffirmation

approved July 2020), the new degree was developed in ways to assure

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that once we have graduates it will align with and conform to the IACBE principles so we do not anticipate an inability to meet their standards once we apply. As noted below, our new degree should qualify for a shorter review process for new majors since it is linked to the College’s business programs that have already achieved IACBE accreditation.

d. If the proposed program is a graduate program in which the institution offers an undergraduate program, the proposal should identify whether or not the undergraduate program is accredited and, if not, what would be required to qualify it for accreditation.

i. N/A, undergraduate degree only.

e. If accreditation is a goal, the proposal should identify the steps being taken to achieve accreditation. If the program is not seeking accreditation, the proposal should indicate why it is not.

i. N/A, undergraduate degree only. .

1. Need a. Anticipated fall term headcount and FTE enrollment over each of the next five years.

Enrollment Projections 2021-22 2022-23 2023-24 2024-25 2025-26 2026-27

Bachelor's - Marketing 11 30 50 63 74 74

b. Expected degrees/certificates produced over the next five years. 40

c. Characteristics of students to be served (resident/nonresident/international; traditional/ nontraditional; full-time/part-time, etc.).

The program was designed to address the needs of full- and part-time resident/nonresident/international students; traditionally aged students pursuing their first career and supporting nontraditional students who may be starting/returning to College for greater career access and/or career advancement.

d. Evidence of market demand. Relying on multiple sources, market demand nationwide, regionally, and locally reveals that marketing professionals remain in high demand especially with digital marketing and analytics skills for which we are offering.

If the program’s location is shared with another similar Oregon public university program, the proposal should provide externally validated evidence of need (e.g., surveys, focus groups, documented requests, occupational/employment statistics, and forecasts).

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1. N/A

Estimate the prospects for success of program graduates (employment or graduate school) and consideration of licensure, if appropriate. What are the expected career paths for students in this program?

1. Research-based on faster than average demand and skills/expertise expected, career paths for graduates include advertising and promotion, public relations, digital marketers and analysis, marketing researchers, sales, and brand managers.

Outcomes and Quality Assessment a. Expected learning outcomes of the program (PLOs).

After completing this program, students will be able to:

1. Apply critical thinking skills and problem-solving techniques to a variety of complex business situations.

2. Create brand awareness through digital marketing platforms and social marketing management.

3. Evaluate the impact of the rapidly changing macro and micro marketing environment on the development of a marketing strategy.

4. Define the elements of international marketing. 5. Develop strategic marketing plans built on market research, customer analysis,

and key financial indicators. 6. Communicate outcome-based sales proposals to diverse audiences.

b. Methods by which the learning outcomes will be assessed and used to improve curriculum and instruction.

The IACBE standards of accreditation require all college of business programs to set Program outcomes (PLOs) and course outcomes (CLOs) that are measurable and assessable. The business core courses have already been mapped to a set of assessments. Course learning outcomes in the MKT courses map to and align with the degree’s PLOs. Each course will have achievable outcomes that will be assessible and measured through instructor created activities and mapped to POLs using Canvas and Campus Labs. Evaluating student scores on these accessible activities will provide continuous feedback on achieving the PLOs and the level of student satisfaction and preparation.

Given the rapidly changing marketing environment, course outcomes will be reviewed on a biannual basis to ensure students are receiving marketing education that is timely and relevant. A group of marketing professionals will serve as our degree advisory committee and contribute to our ability to maintain degree relevance. Also, as open members of the National Millennial Community/Gen Z community, our majors will be connected to a unique source of industry professionals whose careers depend on their

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ability to anticipate marketing trends and challenges. All feedback on changes in the marketing environment will be reviewed and addressed as needed.

c. Nature and level of research and/or scholarly work expected of program faculty; indicators of success in those areas.

Faculty at EOU must not only demonstrate annually their effectiveness in instruction and advising, service to the institution, and public outreach but a recurring scholarly commitment to his or her academic discipline. Faculty teaching in the MKT degree will be academically qualified and bring their practical experiences to the classroom. As part of their faculty evaluation processes, faculty will be held to publication and research standards put forth by the university (detailed in the EOU faculty handbook) and the IACBE. Faculty will be encouraged to join relevant marketing organizations such as the American Marketing Association (AMA) and the Association of National Advertisers (ANA). All the FT faculty involved in its delivery are doctorly qualified with appropriate marketing and public relations qualifications and are regularly active in their disciplines focused primarily on applied, integrative, and pedagogical research. We are currently conducting a marketing faculty search to start in Winter 2021. The scholarship expectation will not change as the faculty will continue to develop and work with regional and expanding partnerships in exploring solutions to real-world marketing challenges. Several faculty will continue to research and present on internationalizing rural university curriculum, faculty exchange programs, global marketing, agribusiness, and online teaching best practices. Projects integrated in courses will stimulate joint student-faculty research projects and take advantage of our existing marketing projects lab.

6. Program Integration and Collaboration a. Closely related programs in this or other Oregon colleges and universities.

There are other institutions in the state that offer bachelor’s degrees in Marketing including both University of Oregon and Oregon State University. Being recognized as Oregon’s rural university, a best value, and for offering high-quality online business programs, we do not foresee direct conflict with those degrees in pursuing a unique primarily rural target audience. Our degree is designed to work closely on projects with eastern Oregon organizations and small businesses to support economic and workforce development in eastern Oregon.

We are also one of the founding members of the National Millennial/GenZ Community (NMC), EOU is the only institution in the state that is allowed to have an affiliation. NMC is an international organization that involves marketing students in weekly conversations with marketing executives around the world.

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5. Ways in which the program complements other similar programs in other Oregon institutions and other related programs at this institution. Proposal should identify the potential for collaboration.

The proposed EOU BS/BA in Marketing is a niche program that will fill the needs of a specific student audience and will recognize the unique challenges facing rural communities. The marketing program will serve students from our region as well as benefiting businesses from our region.

c. If applicable, the proposal should state why this program may not be collaborating with existing similar programs.

i. N/A

d. Potential impacts on other programs. i. We do not anticipate a substantial impact on other programs at the

university level and at a general competitive level within the state, given the rural nature and different needs of EOU’s typical student audience.

1. External Review a. If the proposed program is a graduate-level program, follow the guidelines provided in External Review of New Graduate Level Academic Programs in addition to completing all of the above information.

1. N/A - Undergraduate level only.

Institution: Eastern Oregon University Program: BA/BS in Marketing

Action: At the May 18, 2021 meeting, the Statewide Provosts Council approved a new program for Eastern Oregon University, BA/BS Marketing to move forward to the Oregon Higher Education Coordinating Commission for its review and approval. The Eastern Oregon University Board of Trustees approved the BA/BS in Marketing program at its May 20,2021 meeting.

Eastern Oregon University Sarah Witte, provost X Approved _ Opposed __Abstained

Oregon State University Ed Feser, provost X Approved Opposed Abstained

Portland State University Susan Jeffords, provost X Approved Opposed Abstained

University of Oregon Patrick Phillips, provost X Approved Opposed Abstained

Oregon Health & Science University

Elena Andresen, interim provost X Approved Opposed Abstained

Oregon Tech Joanna Mott, provost X Approved Opposed Abstained

Southern Oregon University Susan Walsh, provost X Approved Opposed Abstained

Western Oregon University Rob Winningham, provost X Approved Opposed Abstained