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 as you prepare for careers 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).

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

General Education Requirements30
Major Required36
Select one of the following concentrations:12
Final Program Requirements3
Elective Requirements39
Total Semester Hours120

Degree Program Requirements

General Education Requirements (30 semester hours)

Arts and Humanities (6 semester hours) 1
Select 2 courses from the following:6
Art Appreciation
Film and Literature
Image Enhancement using Adobe Photoshop
World Literature through the Renaissance
World Literature since the Renaissance
English Literature: Beowulf to18th Century
English Literature: 18th Century to Present
American Literature before The Civil War
American Literature from The Civil War to Present
Arabic I
Arabic II
French I
French II
German I
German II
Introduction to Japanese
Music Appreciation
Introduction to Philosophy
Critical Thinking
Introduction to Ethics
Philosophy of Science
Introduction to Brazilian Portuguese
Introduction to World Religions
Russian I
Spanish I
Spanish II
Civics, Political and Social Sciences (6 semester hours) 1
Select 1 course from the following:3
Microeconomics for Business
Macroeconomics for Business
Select 1 course from the following: 3
Introduction to Anthropology
Introduction to Cultural Anthropology
Human Sexuality
Social Media and Society
Intercultural Communication
Humane Education: A Global Interdisciplinary Perspective
Introduction to Geography
Practical Food Safety and Awareness
International Relations I
Contemporary World Culture Through Literature
Cultural Diversity in Contemporary American Literature
American Government I
Introduction to Psychology
Introduction to Sociology
Social Problems
American Popular Culture
Communication: Writing, Oral, and Multimedia (9 semester hours)
COMM120Information and Digital Literacy3
ENGL110Making Writing Relevant3
ENGL225Business Writing3
History (3 semester hours)
Select 1 course from the following:3
American History to 1877
American History since 1877
World Civilization before 1650
World Civilization since 1650
Western Civilization before The Thirty Years War
Western Civilization since The Thirty Years War
African-American History before 1877
African-American History since 1877
History of the American Indian
History of Science
Mathematics and Applied Reasoning (3 semester hours)
MATH110College Algebra3
Natural Sciences (3 semester hours)
Select 1 course from the following:3
Introduction to Biology
Introduction to Human Anatomy and Physiology
Introduction to Chemistry
Introduction to Meteorology
Introduction to Geology
Introduction to Environmental Science
Introduction to Physics
Introduction to Astronomy
Total Semester Hours30

Major Required (36 semester hours)

BUSN100Basics of Business3
MGMT101Principles of Supervision3
MKTG201Fundamentals of Marketing3
ACCT105Accounting for Non Accounting Majors3
BUSN235Personal Finance3
BUSN311Law and Ethics in the Business Environment3
FINC300Foundations of Financial Management3
MKTG308Social Media Marketing3
MKTG400Marketing Research3
MKTG401Marketing Strategy3
Total Semester Hours36

Students must choose a concentration for this degree program and may select from a General Concentration, Concentration in Analytics, Concentration in Internet/Web Technology, or a Concentration in Sales.

General Concentration Requirements (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.

Select 4 courses from the following:12
Fundamentals of Business Analysis I
Fundamentals of Business Analysis II
Project Management for Business Analysts
Strategic Alignment in Business Analysis
Principles of Sales
Strategic Internet Marketing
Public Relations
Marketing Management
International Marketing
Contracting and Negotiating
Marketing Writing
Independent Study: Marketing
Total Semester Hours12

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.


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)

BUSN330Fundamentals of Business Analysis I3
BUSN331Fundamentals of Business Analysis II3
BUSN333Project Management for Business Analysts3
BUSN334Strategic Alignment in Business Analysis3
Total Semester Hours12

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.


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)

WEBD122Introduction to Web Analytics3
WEBD220Web 2.0 Fundamentals3
WEBD321Web eCommerce Development3
WEBD323Search Engine Optimization3
Total Semester Hours12

Concentration in Sales (12 semester hours)

Lays the groundwork for understanding the sales process through critical thinking, creative and logical analysis, and effective oral, written, and electronic documentation skills. Explores business knowledge and decision making that support and facilitate lifelong professional development, as well as effective leadership in a sales team environment.


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

  • Demonstrate a clear understanding of the sales process including a mastery of sales closes.
  • Communicate effectively using oral, written, and electronic documentation skills.
  • Analyze customer needs and formulate solutions.
  • Use critical thinking and creative and logical analysis skills, strategies, and techniques to solve complex business problems.
  • Implement and apply current technical and non-technical solutions to business activities, systems, and processes.
  • Demonstrate leadership while working effectively in a sales team environment to accomplish a common goal.
  • Demonstrate a foundation of business knowledge and decision-making skills that supports and facilitates lifelong professional development.

Concentration Requirements (12 semester hours)

MKTG301Principles of Sales3
MKTG307Consumer Behavior3
MKTG403Marketing Management3
MKTG410Contracting and Negotiating3
Total Semester Hours12

Final Program Requirements (3 semester hours)

MKTG495Senior Seminar in Marketing (to be taken as the last course before graduation) 13
Total Semester Hours3

Elective Requirements (39 semester hours)

Select any courses that have not been used to fulfill major requirements. Credits applied toward a minor or certificate in an unrelated field may be used to fulfill elective credit for the major.