Markets, Innovation and Design (MIDE)

Major Requirements

The Markets, Innovation, and Design (MIDE) program will expose students to the orchestration, design, logic and strategy underlying organizations’ key marketing practices. The MIDE program will highlight the complex interplay that takes place between market research/analysis of consumer-product relationships and the strategic management of the marketing mix or brands. Students pursuing the MIDE program will augment their core understanding of management functions with an interdisciplinary examination of some of the creative, analytical, and technical processes that combine to generate ideas and transform them into images, products, and services that powerfully shape our culture.

The MIDE program will foster students developing a deep appreciation for the interdisciplinary roots and connections among creative and technical design, marketing, and innovation. Moreover, the program will enhance creative thinking and acting. In addition to gaining a better understanding of how their surroundings are constructed, students will cultivate a habit of trying to envision how their world can be improved. Students will also learn quantitative, empathic, interpretive, and visual methods in order to assess the relationships between consumers/users and their environments, with a particular focus on remedying unmet needs and filling gaps between current and ideal circumstances. As they learn more about the overall design process, students also will have the opportunity to practice techniques such as role playing, sketching, creative narrative, prototyping, and simulation, which will help them to transform ideas into reality.

Graduates of the Markets, Innovation, and Design program will complete a curriculum designed to help them achieve the following specific learning objectives.

1. They will understand the basic principles of Marketing, Innovation, and Design and how these academic disciplines and fields of practice are related.
2. They will be able to analyze problems and think strategically from a marketing point of view.
3. They will cultivate innovative habits that enable them to detect problems and provide them with the impetus and confidence to solve them.
4. They will develop a design mindset that enables them to creatively recast problems in various ways and design novel and effective solutions.

BSBA Core Curriculum Requirements

Foundational Literacy Requirements

MGMT 100	Management Past, Present and Future	.5
MGMT 101	Introduction to Organization and Management	1
MGMT 102	Quantitative Reasoning for Managers	1
ECON 103	Economic Principles and Problems	1

Managerial Literacy Requirements

MGMT 200	Foundations Accounting and Financial Management I	1
MGMT 201	Marketing	1
MGMT 203	Managerial Finance	1

Integrative Literacy Requirements

MGMT 302	The Stakeholder Organization	1
MGMT 303	The Technological Organization	1
MGMT 304	The Strategic Organization	1

In the spring of their sophomore year, all BSBA students will, in consultation with their advisers, select a major from among the four specialized programs and will complete the specific major requirements in addition to the BSBA core curriculum requirements. Transferring between programs is possible as long as the student will be able to meet all degree requirements of the new program and still graduate on schedule.

Markets, Innovation, and Design Requirements

Beyond completion of the BSBA core curriculum requirements, all MIDE majors must take the following courses:

MIDE 300	Markets, Innovation, and Design	1
MIDE 301	Understanding Consumers	1
MIDE 302	Design Realization	1
MIDE 303	Entrepreneurship	1
or MIDE 304	Marketing Management

Beyond these core MIDE courses, all MIDE majors must choose FOUR program-related electives. The MIDE program is designed to be sufficiently flexible to enable students to pursue a wide range of interests and career scenarios, such as work in market research, brand management, marketing management, public relations, communications, product design, global consumer culture, and issues of innovation. Therefore, besides taking the MIDE core (the four courses noted above), students are required to choose, with consultation and approval from their advisers, four program-related electives from courses available elsewhere at the University, outside the College of Management. These choices will depend on what makes most sense given the students’ underlying interests. For example, a student contemplating a career in advertising might select four electives from courses such as Introduction to Visual Culture, Film Production, Popular Culture, Political Economy of Media and Advertising, Digital Photography, or Introduction to Creative Writing. The essential idea behind this loose elective structure is to give students the latitude to delve further into their own intellectual interests in relation to the program’s learning objectives. These program-related electives enable students (with the help of their advisers) to apply a more specialized and individualized signature to their program of study. This feature, too, is part of the creativity and innovation embedded in the MIDE program.

College of Management students will take core courses and courses within their specific major that incorporate learning goals:

QUANTITATIVE [1, 6]

• Understand and demonstrate how to analyze and use data to model and improve organizational processes.

TECHNOLOGICAL SKILLS [4, 8]

• Understand technology's impact on organizations and the interplay between technology and the organization.

ORAL COMMUNICATION SKILLS [7]

• Students will demonstrate the ability to deliver effective oral presentations in a team environment.

WRITTEN COMMUNICATION SKILLS [7, 9]

• Students' written work will demonstrate ability to learn from their own performances through reflective writing.

MORAL REASONING [3, 5]

• Students will demonstrate the ability to articulate a moral argument, drawing on and applying insights from ethical theory.

FOUNDATIONAL KNOWLEDGE: FINANCE [1, 6]

• Students will demonstrate the mastery of key concepts in financial literacy.

FOUNDATIONAL KNOWLEDGE: MARKETING [1, 4, 6]

• Students will demonstrate mastery of key Marketing concepts.

INTEGRATIVE/SYNTHESIS SKILLS [1, 2]

• Students will demonstrate the ability to evaluate, identify, and understand different organizational perspectives and be able to integrate and synthesize diverse information.

Numbers in parentheses reflect related Educational Goals of Bucknell University.

Faculty

Professors: Raquel Meyer Alexander (Dean of the College of Management), Douglas E. Allen (MIDE Chair), Mark S. Bettner (ACFM Chair), Neil Boyd, William R. Gruver, Tammy B. Hiller, Elton G. McGoun (GLBM Chair)

Associate Professors: Matthew D. Bailey, Mihai Banciu (Associate Dean of Faculty for the College of Management), Cynthia Guthrie, Jamie R. Hendry (MSUS Chair), David E. Jensen, Michael E. Johnson-Cramer, Eric C. Martin, Stacy Mastrolia, Curtis Nicholls, Eric L. Santanen, Frank Schreiner, Janice M. Traflet, Stephen D. Willits

Assistant Professors: Jimmy Chen, Annetta Grant, Richard Kedzior, Kristy Schenck, Alia C. Stanciu

Visiting Professor: Timothy Sweeney (emeritus)

Visiting Associate Professor: Mark M. McNabb

Visiting Assistant Professors: Ryan S. Burg, Yi (Cathy) Chen, Brian Cornforth

Lecturers: Paul W. Brann, Christopher W. Kisvarday, Mary F. Leshinskie, Edward J. Loftus, Dianne McDonald

Associate Professor of Management Practice: Robert A. Needham