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2025 Undergraduate Catalog

Bachelor of Arts in Marketing

The Bachelor of Arts in Marketing provides a variety of knowledge and skills applicable to nearly any industry where marketing efforts such as advertising, public relations, promotions and events, market research, sales, and ecommerce play a significant role in the growth of the organization. This bachelor’s program is designed to increase your self-motivation, self-confidence, and your ability to work well with others. You’ll discover creative problem solving and be taught how to take appropriate business risks and spot market trends in the corporate, government, and military sectors.

This program has been designed in consultation with industry business leaders and is accredited by the Accreditation Council for Business Schools and Programs (ACBSP®).

ACBSP® is a registered trademark of the Accreditation Council for Business Schools and Programs.

Degree Program Objectives

In addition to the institutional and degree level learning objectives, graduates of this program are expected to achieve these learning outcomes:

  • Integrate the marketing function with fundamental business enterprise concepts and principles of management, finance, strategic planning, and information systems.
  • Apply marketing principles to a particular business.
  • Use marketing research to identify and exploit business opportunities.
  • Critically analyze an organization’s marketing function and assemble and apply the various marketing strategies and techniques that align with the organization’s mission.
  • Develop a strategic marketing plan.

Degree at a Glance

Degree Program Requirements

General Education (30 semester hours)

Major Required (36 semester hours)

Students must choose a concentration for this degree program and may select from a General Concentration, Concentration in Analytics, Concentration in Digital Marketing, Concentration in Internet-Web Technology, or Concentration in Retail Management.

General Concentration (12 semester hours)

This general concentration allows you to select from all concentration courses offered in this program, including marketing, sales, advertising, analysis, and public relations courses.

Objectives
Concentration Requirements (12 semester hours)

Concentration in Analytics (12 semester hours)

Data procurement and analysis is a vital role in marketing and business. It helps ensure that the business is operating efficiently, that marketing programs that are implemented are effective, and creates better tools for marketers to use during the decision-making process. In addition to the institutional, general education, and program level learning objectives, the Concentration in Analytics is designed to provide additional information to marketing students to enhance their skills to make more objective-based decisions in today's business environment.

Objectives

Upon successful completion of this concentration, the student will be able to:

  • Identify business needs and problem domains.
  • Analyze processes and behavior requirements for problem solutions.
  • Diagram current and proposed business processes using various tools and techniques.
  • Recommend business solutions.
  • Develop business processes and improvements.
  • Develop functional business capabilities.
  • Facilitate and manage recommended projects.
Concentration Requirements (12 semester hours)

Concentration in Digital Marketing (12 semester hours)

Digital marketing serves as a primary means of reaching existing and potential customers in the modern world of business. Knowledge of the tools utilized in the digital marketing space are becoming essential for marketing professionals. The digital marketing concentration is designed to build on the knowledge gained in the Bachelors of Arts Marketing program and to provide focus on marketing from a digital perspective and developing an integrated marketing strategy.

Objectives

Upon successful completion of this concentration, the student will be able to:

  • Explain the principles and practices of digital marketing.
  • Analyze Web technology tools available to manage and enhance marketing programs.
  • Apply digital marketing concepts and skills to promote integrated marketing strategies.
Concentration Requirements (12 semester hours)

Concentration in Internet-Web Technology (12 semester hours)

Internet and web technology play a vital role in marketing and business. Internet and web technology serves as a primary means to touch existing and potential customers. To be effective, marketers need to have a working understanding and knowledge of the tools utilized in the Internet/Web Technology space. Without this underpinning knowledge it can be difficult to translate the needs of the marketing organization to the IT professionals that perform the coding and technological work. In addition to the institutional, general education, and program level learning objectives, the Concentration in Internet and Web Technology is designed to provide additional information to marketing students to enhance their skills to make more objective-based decisions in today's business environment.

Objectives

Upon successful completion of this concentration, the student will be able to:

  • Analyze Web technology tools available to manage and enhance marketing programs.
  • Explain the principles and practices of Internet/Web technology.
  • Apply Web analytics, Web videography, search engine optimization, and Web content management systems skills to promote marketing program effectiveness.
Concentration Requirements (12 semester hours)

Concentration in Retail Management (12 semester hours)

According to the National Retail Federation, Retail directly and indirectly supports 42 million jobs, provides $1.6 trillion in labor income and contributes $2.6 trillion annually to U.S. GDP. As the retail industry grows, the marketing aspects of retail management will be key to growth, expansion, and survival. Marketers need to have an understanding of the retail management space and to look beyond traditional formats, products, and services to ensure successful marketing practices are being utilized and practiced.

Objectives

Upon successful completion of this concentration, the student will be able to:

  • Define the importance of retail strategy formulation and the impact of retailing on the economy in the global environment.
  • Examine and identify the retailing process and how today’s managers assess and implement strategies used in the management of information technology, financial, and human resources.
  • Explore and examine analytical techniques for diagnosing the competitive position of retail focused strategy, and identifying and analyzing specific retail options.
  • Explore and examine major differences between a successful versus poorly run retail operation to include visual communication, store design, employee recruitment, and consumer value propositions.
  • Explore and examine the many factors of merchandise blending and how to determine which components are needed for successful assortments for the consumer.
  • Explore and examine the dynamic and competitive nature of the retail industry.
Concentration Requirements (12 semester hours)

Final Program Requirement (3 semester hours)

Elective Requirements (39 semester hours)

  1. All literature courses require successful completion of ENGL101-Proficiency in Writing or ENGL110-Making Writing Relevant.

  2. All literature courses require successful completion of ENGL101-Proficiency in Writing or ENGL110-Making Writing Relevant.

  3. Prerequisite: Senior Standing and completion of all major courses prior to enrollment. Must be taken as the last course before graduation.

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