Attain the marketing skills and business acumen vital to today's ever-expanding global business environment by pursuing a bachelor's degree in marketing.
Fueled by increasing globalization and the developing role of the Internet in business, the field of marketing is constantly evolving. As global competition intensifies, organizations increasingly rely on skilled professionals to identify and develop profitable new products and markets.
This program is also available as a minor.
About the Marketing Bachelor's Degree
In your marketing courses, you’ll study the strategic marketing processes for consumer and organizational markets, including environmental scanning and positioning; marketing research and analysis; segmentation, targeting, and positioning; product development and differentiation; valuation and pricing; channel and value-chain management; integrated marketing communications; and relationship building. You’ll also examine consumer behavior and consumer relationship management, global marketing, online marketing, and sales management.
What You'll Learn
Through your coursework, you will learn how to
- Apply marketing knowledge and skills to meet organizational goals through analytic and managerial techniques related to customers, executives, finance, information technology, law, operational domains, and customer relations
- Employ strategic marketing skills, including scenario planning, market intelligence, customer profiles, marketing plans, and competitive analysis, to respond to organizational marketing challenges
- Conduct research, analyze data, create effective marketing plans, and support decisions that meet the needs and desires of global customers
- Act with personal and professional integrity in the global marketplace of employers, peers, and customers
- Cultivate and maintain positive interpersonal relationships based on engagement and positive interaction with teams, managers, and customers
In past projects, students have had the opportunity to
- Prepare an integrated marketing communications plan
- Submit a strategic marketing plan for an established business
- Select a target market for a specific product, apply consumer data to identify market segments, and develop a marketing mix strategy for those segments
- Analyze a real-world marketing situation as presented in a case study
- Defend and support marketing recommendations in a formal written document
Marketing Bachelor's Degree Requirements
A degree with a major in marketing requires the successful completion of 120 credits of coursework, including 36 credits for the major; 41 credits in general education requirements; and 43 credits in the minor, electives, and other degree requirements. At least 18 credits in the major must be earned in upper-level courses (numbered 300 or above). See overall degree requirements.
Courses in the Major
- Introduction to Business and Management (3 Credits, BMGT 110)
- Accounting for Nonaccounting Managers (3 Credits, ACCT 301)
- Business Ethics (3 Credits, BMGT 496)
- Marketing Principles (3 Credits, MRKT 310)
- Integrated Marketing Communications (3 Credits, MRKT 354)
- Managing Customer Relationships (3 Credits, MRKT 395)
- Consumer Behavior (3 Credits, MRKT 410)
- Marketing Research (3 Credits, MRKT 412)
- Global Marketing (3 Credits, MRKT 454)
- Digital Marketing (3 Credits, MRKT 457)
- Nonprofit Marketing (3 Credits, MRKT 314)
or any MRKT course
- Strategic Marketing Management (3 Credits, MRKT 495)
General Education Requirements
Since some recommended courses fulfill more than one requirement, substituting courses for those listed may require you to take additional courses to meet degree requirements. Consult an advisor whenever taking advantage of other options. See information on alternate courses (where allowable) to fulfill general education requirements (in communications, arts and humanities, behavioral and social sciences, biological and physical sciences, mathematics, and interdisciplinary issues).
- Introduction to Research (1 Credits, LIBS 150) (to be taken in first 6 credits)
Writing and Communications Courses
- Introduction to Academic Writing I (3 Credits, WRTG 111)
or Research Writing (3 Credits, WRTG 291)
or other writing course
- Introduction to Academic Writing II (3 Credits, WRTG 112)
- Foundations of Oral Communication (3 Credits, SPCH 100)
or other communication, writing, or speech course
- Advanced Research Writing (3 Credits, WRTG 391)
or other advanced upper-level writing course
- Introduction to Statistics (3 Credits, STAT 200) (related requirement for the major)
Arts and Humanities Courses
- Western Civilization II (3 Credits, HIST 142)
or History of the United States Since 1865 (3 Credits, HIST 157)
or other arts and humanities course
- Introduction to Humanities (3 Credits, HUMN 100)
or foreign language course or other arts and humanities course
Behavioral and Social Science Courses
- Principles of Macroeconomics (3 Credits, ECON 201) (related requirement for the major)
- Principles of Microeconomics (3 Credits, ECON 203) (related requirement for the major)
Biological and Physical Sciences Courses
- Concepts and Applications of Information Technology (3 Credits, IFSM 201) (related requirement for the major)
- Information Systems in Organizations (3 Credits, IFSM 300) (related requirement for the major)
The bachelor's degree in marketing requires 43 credits of minor and/or elective coursework.
This program is designed to help prepare you for a career in marketing management, marketing research, or sales in private and public corporations, marketing agencies, or entrepreneurial endeavors.