CAAL 07 /09/2020 Agenda Item 5z New Program Proposal Bachelor of Science in Business Administration in Marketing and Business Development The Citadel Summary The Citadel requests approval to offer a program leading to the Bachelor of Science in Business Administration in Marketing and Business Development, to be implemented in the Fall of 2020 through traditional course delivery. The following chart outlines the stages of approval for the proposed program. The Advisory Committee on Academic Programs (ACAP) voted to recommend approval of the proposal. The full program proposal is attached. Stages of Date Comments Consideration Program Proposal 1/31/20 Not Applicable Received Staff comments to 2/27/20 Staff requested revisions to the program proposal to address the institution questions about background, enrollment projections, financing. Revised Program 3/6/20 The revised proposal satisfactorily addressed the requested Proposal Received revisions. ACAP Consideration 6/9/20 The Citadel representative presented the proposal concurrently with the BSBA in Management, citing the need to expand a pathway program within the business administration degree into specialized majors. The present Business Administration degree does not allow for graduates to receive external validation for their specific course of study. Based on the number of students already enrolled in the existing program, The Citadel is projecting high enrollments in this major. According to the representative, the Marketing & Business Development major is designed to meet the growing opportunities for marketing related jobs. The major formalizes existing electives and adds no additional faculty or administrative costs. Additionally, the institution reaffirmed their commitment to the program despite the impact of the pandemic. After remaining discussion, ACAP voted unanimously to recommend approval of the program proposal. Recommendation The staff recommends that the Committee on Academic Affairs and Licensing favorably commend to the Commission the program leading to the Bachelor of Science in Business Administration in Marketing and Business Development, to be implemented in the Fall of 2020. The Citadel, BSBA, Marketing & Business Development, CAAL, 07/09/2020 – Page 1 CAAL 07 /09/2020 Agenda Item 5z The Citadel Student and Program Data Undergraduate In-/Out-of-State Enrollment, Fall 2018 1,862 (63.96%) / 1,049 (36.04%) Number of Approved Programs in 10 Yrs. (FY 2010 - 2019) 24 Number of Terminated Programs in 10 Yrs. (FY 2010 - 2019) 3 Industry related Occupational Wages and Projections in South Carolina, 2016 – 2026* 2016 2016 2026 Total 2016-2026 2016-2026 Total Occupational Median Estimated Projected Employment Annual Avg. Percent Field¹ Income² Employment³ Employment Change Percent Change Change Business and Financial Operations $54,750 86,283 98,373 12,090 1.32% 14.01% ¹ “Occupational Field” represents the closest related occupation category that includes the occupations aligned with the program proposal. ² SC Department of Employment & Workforce (DEW), Labor Market Information. (2019). Occupational Employment and Wage Rates (OES) for All Major Groups in South Carolina in 2016 [Data file]. Retrieved from https://jobs.scworks.org/vosnet/lmi/default.aspx?pu=1 ³ SC Department of Employment & Workforce (DEW), Labor Market Information. (2019). Occupational Projections (Long-term) for Multiple Occupations in South Carolina in 2016-2026 [Data file]. Retrieved from https://jobs.scworks.org/vosnet/lmi/default.aspx?pu=1 * Data downloaded September 16, 2019; Most recent data available. The Citadel, BSBA, Marketing & Business Development, CAAL, 07/09/2020 – Page 2 CAAL 07/09/2020 Agenda Item 5z NEW PROGRAM PROPOSAL FORM Name of Institution: The Citadel Military College of South Carolina Name of Program (include degree designation and all concentrations, options, or tracks): BSBA, Marketing & Business Development Program Designation: Associate’s Degree Master’s Degree Bachelor’s Degree: 4 Year Specialist Bachelor’s Degree: 5 Year Doctoral Degree: Research/Scholarship (e.g., Ph.D. and DMA) Doctoral Degree: Professional Practice (e.g., Ed.D., D.N.P., J.D., Pharm.D., and M.D.) Consider the program for supplemental Palmetto Fellows and LIFE Scholarship awards? Yes No Proposed Date of Implementation: Fall 2020 CIP Code: 52.1401 Delivery Site(s): The Citadel Delivery Mode: Traditional/face-to-face Distance Education *select if less than 25% online 100% online Blended/hybrid (50% or more online) Blended/hybrid (25-49% online) Other distance education (explain if selected) Program Contact Information (name, title, telephone number, and email address): Bob Riggle, Ph.D. Associate Professor of Marketing Department Head – Marketing, Supply Chain, and Economics Phone: 843-953-6978/843-817-1843 Email: [email protected] Institutional Approvals and Dates of Approval (include department through Provost/Chief Academic Officer, President, and Board of Trustees approval): Baker School of Business Marketing Faculty: March 15, 2019 Baker School of Business Undergraduate Curriculum Committee: April 4, 2019 The Citadel, BSBA, Marketing & Business Development, CAAL, 07/09/2020 – Page 1 CAAL 07/09/2020 Agenda Item 5z Baker School of Business Faculty: April 12, 2019 Undergraduate Curriculum Committee: September 3, 2019 Faculty Senate: September 13, 2019 President: September 20, 2019 Board of Visitors: February 1, 2020 Background Information State the nature and purpose of the proposed program, including target audience, centrality to institutional mission, and relation to the strategic plan. This proposal is formalizing the existing Professional Selling pathway into a Marketing & Business Development major. Our current pathway model, which serves as an advising tool and functions similarly to a concentration, allows students to group electives in a related area and focus in a given discipline. Although this approach allows students to achieve learning objectives in the area, the pathway approach is not recognized as a major nor is it annotated on student transcripts. Consequently, students are not able to easily document their achievements for prospective employers and graduate schools. We began our move away from the pathway model in 2018 with the establishment of the Accounting major and the two majors proposed this year (Management, Marketing and Business Development) will complete our planned shift to majors. This proposal formalizes existing Marketing and Professional Selling (Business Development) electives to a Marketing & Business Development Major. The Citadel currently suggests 24 credit hours in sales and marketing classes to students who are interested in a career pathway in marketing and business development. The major will have six required courses and two electives. A review of other marketing-related programs in the state (USC, College of Charleston, Clemson, and Coastal Carolina) highlights that similar majors require between 21 and 24 credit hours in marketing. The Citadel’s new marketing and business development major requirements (i.e. a minimum of 24 hours of related courses) exceed or equal the requirements of other state institutions currently offering marketing majors. No faculty costs or administrative changes are made. While the primary purpose of this proposal is a reclassification of existing classes into a formalized major, there are some minor curriculum modifications. The purpose of the reclassification is to make it more visible to students and employers that The Citadel offers a robust Marketing & Business Development degree that provides the training, skills and critical thinking required to work in large organizations worldwide. The Citadel School of Business is accredited by AACSB. The Bachelor of Science in Business Administration, Marketing & Business Development Major at The Citadel is designed to meet the growing job need and opportunities for marketing related jobs such as marketing research analyst, marketing coordinator, account coordinator, communications specialist, outside sales representatives, inside-sales representatives, business development associate, junior business analyst, or social media specialist to name a few. Recognizing Marketing & Business Development as a major in The Citadel School of Business will formalize a series of courses that already exist and give our students the recognition they have earned. Assessment of Need Provide an assessment of the need for the program for the institution, the state, the region, and beyond, if applicable. The Citadel, BSBA, Marketing & Business Development, CAAL, 07/09/2020 – Page 2 CAAL 07/09/2020 Agenda Item 5z The object of this degree is to prepare students with the marketing skills, technology exposure, quantitative knowledge and recent topics in the marketing and business development discipline for the wide range of career options existing within the profession. The program will provide the students with up to date research in the field, which will provide a base for their career development in a rapidly evolving industry. This program provides students with professional skills including marketing analytics, buyer needs analysis, strong communication skills, inbound and outbound marketing, sales, and experience with cutting-edge tools, platforms, and channels. There is strong demand for graduates of these degrees with above average long-term demand. The Bureau of Labor Statistics Occupational Outlook Handbook 2017-2018 has assessed the job outlook growth from 2018 to 2028 to be as follows: