American Public University System Catalog
2026 - 2027 Catalog
Bachelor of Arts in Marketing
Program Description
The Bachelor of Arts in Marketing offers a comprehensive curriculum that seamlessly blends traditional marketing principles with cutting-edge digital strategies. Students will explore foundational areas such as branding, marketing strategy, and marketing research, alongside specialized courses in social media marketing, digital marketing, and integrated marketing communications. This program is designed to equip students with the skills necessary for success in dynamic industries, empowering them to drive growth through innovative marketing strategies, data-driven insights, and effective brand management.
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
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General Education Requirements
30
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Major Required
54
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Select one of the following concentrations:
9
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Final Program Requirement
3
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Elective Requirements
24
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Total Semester Hours
120
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Degree Program Requirements
General Education (30 semester hours)
| Arts & Humanities (6 semester hours) 1 |
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Select 2 courses from the following:
6 |
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Arabic I
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Arabic II
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Art Appreciation
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Survey of Photography
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Film and Literature
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Image Enhancement using Adobe Photoshop®
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Literature of American Encounters, Revolution, and Rebellion
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From Abolition to #MeToo: Literature of the American Civil Rights Movement
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Pivotal Figures in Early British Literature
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British Literature from Wordsworth through the Wasteland
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Leadership in World Literature: Antiquity to the Early Modern Period
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Literature of the Newly Globalized World: The Individual’s Struggle to Adapt
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Music Appreciation
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Jazz and Rock
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World Music and Cultures
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Introduction to Philosophy
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Critical Thinking
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Introduction to Ethics
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Philosophy of Science
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Thinking & Acting Ethically
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Introduction to the Study of Religion
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Introduction to World Religions
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Spanish I
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Spanish II
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| Civics, Political & Social Sciences (6 semester hours) |
| Communication: Writing, Oral, and Multimedia (9 semester hours) |
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Select 1 course from the following:
3 |
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Emerging Technology for College Success
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Public Speaking
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Interpersonal Communications
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Proficiency in Writing
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Argumentation and Rhetoric
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Introduction to Literature
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Technical Writing
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Scientific Writing
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Effective Business Communication
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Human Relations Communication
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Information Literacy and Global Citizenship
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Introduction to Information Technology Writing
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Human Relations
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| History (3 semester hours) |
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Select 1 course from the following:
3 |
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American History to 1877
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American History since 1877
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World Civilization before 1650
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World Civilization since 1650
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Western Civilization before The Thirty Years War
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Western Civilization since The Thirty Years War
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African-American History before 1877
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African-American History since 1877
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History of the American Indian
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History of Science
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| Mathematics and Applied Reasoning (3 semester hours) |
| Natural Sciences (3 semester hours) |
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Select 1 course from the following:
3 |
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Introduction to Biology
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Introduction to Human Anatomy and Physiology
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Introduction to Chemistry
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Introduction to Meteorology
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Introduction to Geology
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Introduction to Environmental Science
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Introduction to Physics
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Introduction to Astronomy
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Total Semester Hours 30 |
Major Required (54 semester hours)
Total Semester Hours 54 |
Students must choose a concentration for this degree program and may select from a General Concentration, Concentration in Digital Marketing Strategies, Concentration in Marketing Communication Strategy, or Concentration in Marketing Decision Making.
General Concentration (9 semester hours)
The General Concentration provides students with the opportunity to customize their educational journey by selecting courses that are in accordance with their specific career aspirations and interests. By completing 9 semester hours from a wide array of courses, students can attain a comprehensive understanding pertinent to their professional goals and personal interests.
Students must select 9 semester hours from undergraduate courses that have the following prefixes and have not already been used to fulfill their degree requirements: ACCT, ANLY, BUSN, DEFM, ECON, ENTR, FINC, HOSP, HRMT, MGMT, MKTG, RLMT, RTMG, SCMG and TLMT.
Objectives
Upon successful completion of this concentration, the student will be able to:
- Demonstrate the ability to integrate knowledge from multiple disciplines to address complex challenges and make well-informed decisions in their professional environments.
Concentration Requirements (9 semester hours)
Total Semester Hours 9 |
Concentration in Digital Marketing Strategies (9 semester hours)
The Digital Marketing Strategies concentration equips students with the essential skills needed to leverage digital technologies for effective online marketing. This concentration covers key areas such as web analytics, search engine optimization (SEO), and the strategic use of digital media tools. Students will gain hands-on experience in analyzing web traffic, optimizing content for search engines, and utilizing digital platforms to engage audiences. By integrating these tools, students will be prepared to make data-driven decisions that enhance online visibility, improve user engagement, and drive the success of digital marketing campaigns.
Objectives
Upon successful completion of this concentration, the student will be able to:
- Analyze digital marketing tools to optimize online campaigns and achieve measurable results in the digital landscape.
Concentration Requirements (9 semester hours)
Total Semester Hours 9 |
Concentration in Marketing Communication Strategy (9 semester hours)
The Marketing Communications Strategy concentration empowers students to create cohesive and impactful marketing messages that resonate across both traditional and digital channels. Students will gain expertise in enhancing brand visibility, managing reputation, and engaging target audiences effectively. By leveraging strategic communication tools, students will craft tailored campaigns that drive engagement, foster brand loyalty, and build lasting connections between brands and consumers.
Objectives
Upon successful completion of this concentration, the student will be able to:
- Develop marketing communication strategies to drive consumer engagement and brand growth.
Concentration Requirements (9 semester hours)
Total Semester Hours 9 |
Concentration in Marketing Decision Making (9 semester hours)
The Marketing Decision Making concentration focuses on equipping students with the analytical skills and strategic thinking necessary to make informed marketing decisions. Students will learn to analyze data, evaluate market trends, and apply critical thinking techniques to address complex marketing challenges. By developing a strong understanding of business analysis, web analytics, and decision-making frameworks, students are prepared to make data-driven decisions that enhance marketing strategies and contribute to business success.
Objectives
Upon successful completion of this concentration, the student will be able to:
- Apply analytical tools and strategic frameworks to make informed marketing decisions.
Concentration Requirements (9 semester hours)
Total Semester Hours 9 |
Final Program Requirement (3 semester hours)
Total Semester Hours 3 |
Elective Requirements (24 semester hours)
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Select any courses that have not been used to fulfill requirements listed above. Credits applied toward a minor or certificate in an unrelated field may be used to fulfill elective credit for the major. 24 |
Total Semester Hours 24 |
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All literature courses require successful completion of ENGL101-Proficiency in Writing or ENGL110-Making Writing Relevant.
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Prerequisite: Senior Standing and completion of all major courses prior to enrollment. Must be taken as the last course before graduation.