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

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
Arabic I
Arabic II
Art Appreciation
Survey of Photography
Film and Literature
Image Enhancement using Adobe Photoshop®
French I
French II
German I
German II
Introduction to Japanese
Literature of American Encounters, Revolution, and Rebellion
From Abolition to #MeToo: Literature of the American Civil Rights Movement
Pivotal Figures in Early British Literature
British Literature from Wordsworth through the Wasteland
Leadership in World Literature: Antiquity to the Early Modern Period
Literature of the Newly Globalized World: The Individual’s Struggle to Adapt
Music Appreciation
Jazz and Rock
World Music and Cultures
Introduction to Philosophy
Critical Thinking
Introduction to Ethics
Philosophy of Science
Introduction to Brazilian Portuguese
Introduction to the Study of Religion
Introduction to World Religions
Russian I
Spanish I
Spanish II
Thinking and Acting Ethically
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
Microeconomics
Macroeconomics
Humane Education: A Global Interdisciplinary Perspective
Introduction to Geography
Practical Food Safety and Awareness
International Relations I
Forgotten America--Under Represented Cultures in American Literature
Introduction to Political Science
American Government I
Introduction to Psychology
Death and Dying
Race & Religion
Hope and Resilience
Introduction to Sociology
Social Problems
American Popular Culture
Exploring Society and Cultures via Science Fiction
Communication: Writing, Oral, and Multimedia (9 semester hours)
COMM120Information and Digital Literacy3
ENGL110Making Writing Relevant3
ENGL226Effective Business Communication3
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
The History and Context of STEM
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
Introduction to STEM Disciplines
Total Semester Hours30

Major Required (36 semester hours)

BUSN100Basics of Business3
MGMT101Principles of Supervision3
MKTG201Fundamentals of Marketing3
ACCT105Accounting for Non Accounting Majors3
BUSN235Personal Finance3
MATH120Introduction to Statistics3
BUSN311Law and Ethics in the Business Environment3
FINC300Foundations of Financial Management3
MKTG308Social Media Marketing3
MKTG400Marketing Research3
MKTG401Marketing Strategy3
MKTG420Branding3
Total Semester Hours36

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 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 Policy Decision-Making
Principles of Sales
Strategic Internet Marketing
Public Relations
Advertising
Marketing Management
International Marketing
Contracting and Negotiating
Integrated Marketing Communications
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.

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)

BUSN330Fundamentals of Business Analysis I3
BUSN331Fundamentals of Business Analysis II3
BUSN333Project Management for Business Analysts3
BUSN336Strategic Policy Decision-Making3
Total Semester Hours12

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)

WEBD122Introduction to Web Analytics3
WEBD323Search Engine Optimization3
MKTG310Digital Marketing3
MKTG425Integrated Marketing Communications3
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.

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)

WEBD122Introduction to Web Analytics3
WEBD311Internet Concepts3
WEBD321Web eCommerce Development3
WEBD323Search Engine Optimization3
Total Semester Hours12

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)

RTMG201Retail Inventory Management3
RTMG300Retail Strategy3
RTMG301Retail Innovation3
RTMG303Retail Merchandising Operations3
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 not already taken to fulfill the requirements listed above. Credits applied toward a minor or certificate in an unrelated field may be used to fulfill elective credit for the major.39
Total Semester Hours39