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

Coursework Examples

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

Our curriculum is designed with input from employers, industry experts, and scholars. You'll learn theories combined with real-world applications and practical skills you can apply on the job right away.

Courses in the Major

  • BMGT 110
  • ACCT 301
  • BMGT 496
  • MRKT 310
  • MRKT 354
  • MRKT 395
  • MRKT 410
  • MRKT 412
  • MRKT 454
  • MRKT 457
  • MRKT 314
    or any MRKT course
  • MRKT 495

Related Required Courses

Note: The following related required courses for the major are listed under general education ourses and may be applied to general education or elective requirements.

  • ECON 201
  • ECON 203
  • IFSM 300

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).

Research and Computer Literacy Courses

  • PACE 111M
    or PACE 111B
    or other PACE 111 course
    (to be taken in first 6 credits)
  • LIBS 150
    or CAPL 398A
    or other general education elective
  • IFSM 300
    (related requirement for the major)

Communications Courses

  • WRTG 111
    or WRTG 291
    or other writing course
  • WRTG 112
  • SPCH 100
    or other communication, writing, or speech course
  • WRTG 391
    or other advanced upper-level writing course

Math Course

  • MATH 103 (or other approved math or statics course)

Arts and Humanities Courses

  • HIST 142
    or HIST 157
    or other arts and humanities course
  • ARTH 204
    or foreign language course or other arts and humanities course

Behavioral and Social Science Courses

  • ECON 201 (related requirement for the major)
  • ECON 203 (related requirement for the major)

Biological and Physical Sciences Courses

  • BIOL 101
    and BIOL 102
    or other paired science lecture and laboratory courses
  • NUTR 100
    or BIOL 160
    or other science lecture course

Career Preparation

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.