The Marketing concentration in the Business Administration major provides the foundation for rewarding careers in brand management, digital marketing, marketing research and analytics, services, retailing, and government.
Marketing drives business growth by translating customer needs and aspirations into products, services, and brands. It is a dynamic discipline with the potential to enhance the lives of consumers and society. Changes in the economic environment, emergence of new consumer cohorts, social norms, new media and technologies such as digital, social, AI, and mixed reality alter consumer behavior and their expectations from products, services, and brands. By using data to understand consumer behavior, developing innovative and sustainable products and services, marketers drive brand value for all organizations — local or global, for-profit or non-profit, business-to-consumer or business-to- business.
Building on these principles, students in this program will learn how to blend creativity and data analysis to develop insightful strategies that deliver value to buyers and sellers. This concentration offers students the opportunity to specialize in specific tracks including brand management, digital marketing, and contemporary marketing.
Admission Criteria:
● Overall GPA – 3.0
120 credits of coursework is required for the baccalaureate degree with a minimum 2.0 overall GPA, and a minimum 2.0 major GPA.
Degree Requirements Overview
| Code | Title | Credits |
|---|---|---|
| New Student Seminar | 1 | |
| SEEDS: General Education Requirements | 15-18 | |
| Major Requirements | 42 | |
| Concentration Requirements | 27 | |
| Free Electives | 35-32 | |
| Total Credits | 120 | |
Major Requirements
| Code | Title | Credits |
|---|---|---|
| Business Administration Required Core | ||
| Business Fundamentals | ||
| ACCT 204 | Fundamentals of Accounting (Students in the Finance concentration take ACCT 201) | 3 |
| or ACCT 201 | Fundamentals of Financial Accounting | |
| BSLW 235 | Legal, Ethical, and Global Environment of Business | 3 |
| BCOM 280 | Strategic Business Communications | 3 |
| INFO 290 | Technology in Business | 3 |
| MGMT 201 | Business Ethics and Social Impact | 3 |
| MGMT 439 | Applied Business Strategy | 3 |
| Integrated Core | ||
| FINC 300 | Integrated Core: Finance | 3 |
| INFO 300 | Integrated Core: Operations Management | 3 |
| MGMT 300 | Integrated Core: Management | 3 |
| MKTG 300 | Integrated Core: Marketing | 3 |
| Collateral Courses | ||
| ECON 101 | Applied Macroeconomics | 3 |
| ECON 102 | Applied Microeconomics | 3 |
| INFO 173 | Spreadsheet Modeling for Business Decisions | 3 |
| INFO 240 | Statistical Methods in Business | 3 |
| Business Administration Career Learning | ||
| BUGN 310 | Campus to Career Transition Course I: Prepare for Your Career | 0 |
| BUGN 320 | Campus to Career Transition Course II: On the Job Success | 0 |
| Total Credits | 42 | |
Marketing Concentration Requirements
| Code | Title | Credits |
|---|---|---|
| Required Concentration Courses | ||
| MKTG 235 | Creative Skills in Marketing | 3 |
| MKTG 241 | Consumer Behavior | 3 |
| MKTG 348 | Digital Marketing | 3 |
| MKTG 442 | Marketing Research | 3 |
| MKTG 446 | Marketing Strategy and Implementation | 3 |
| Concentration Electives | ||
| Complete 9 credits from any one of the following tracks. A course may only count towards one track: | 9 | |
| Brand Management Track | ||
| Brand Management | ||
| Sustainability Marketing | ||
| Luxury Marketing | ||
| New Product Development and Launch Strategy | ||
| Digital Marketing Track | ||
| Content Marketing with Artificial Intelligence | ||
| Social Media Marketing | ||
| Digital Marketing Analytics | ||
| Programmatic Advertising | ||
| Contemporary Marketing Track | ||
| Professional Selling | ||
| Services Marketing | ||
| Customer Relationship Management Practicum | ||
| Sales Management | ||
| Nonprofit Operations and Marketing | ||
| Pharmaceutical and Health Care Marketing | ||
| Brand Management | ||
| Sustainability Marketing | ||
| New Product Development and Launch Strategy | ||
| Content Marketing with Artificial Intelligence | ||
| Social Media Marketing | ||
| Digital Marketing Analytics | ||
| Professional Selling Co-Op Education /Sales Co-Op | ||
| Programmatic Advertising | ||
| Sales Leadership and Negotiation | ||
| Marketing Analytics | ||
| Marketing Co-op Ed | ||
| Independent Study in Marketing | ||
| Special Topics in Marketing | ||
| Business Administration Major Electives | ||
| Complete 3 credits from the list below. | 3 | |
| Total Credits | 27 | |
Business Administration Major Electives
| Code | Title | Credits |
|---|---|---|
| Required or elective concentration courses will not count as major electives | ||
| Cooperative Education | ||
| COED 401 | Cooperative Education Experience I | 3-8 |
| COED 402 | Cooperative Education Experience II | 3-8 |
| COED 403 | Cooperative Education Experience III | 3-8 |
| COED 404 | Cooperative Education Experience IV | 3-8 |
| Economics | ||
| Entrepreneurship | ||
| ENTR 201 | The Entrepreneurial Mindset and Innovation | 3 |
| ENTR 260 | Introduction to Innovation and 3D Printing | 3 |
| ENTR 290 | Special Topics in Entrepreneurship | 3 |
| ENTR 301 | Creating Your Startup Business Model | 3 |
| ENTR 302 | Preparing to Pitch and Launch Your Startup | 3 |
| ENTR 303 | Create and Pitch Your Startup | 6 |
| ENTR 310 | Entrepreneurial Accounting and Finance | 3 |
| ENTR 320 | Marketing for Entrepreneurs | 3 |
| ECON 322 | Health Economics and Policy | 3 |
| ENTR 350 | Entrepreneurship Cooperative Education | 1-3 |
| ENTR 360 | Advanced Innovation and Digitally Mediated Making | 3 |
| ECON 381 | Global Economies and Markets | 3 |
| ENTR 401 | The Legal Entrepreneurial Journey | 3 |
| ENTR 420 | Growing Your Startup Company | 3 |
| ENTR 460 | Applied Digital Innovation Design, and Lean Fabrication | 3 |
| Finance | ||
| FINC 209 | Personal Finance | 3 |
| FINC 221 | Introduction to Finance | 3 |
| FINC 318 | Introduction to Financial Planning | 3 |
| FINC 322 | Corporate Finance | 3 |
| FINC 326 | Investments | 3 |
| FINC 327 | International Financial Management | 3 |
| FINC 350 | Special Topics in Finance | 3 |
| FINC 361 | Financial Technology | 3 |
| FINC 372 | Securities Industry Essentials | 3 |
| FINC 391 | Blockchain and Cryptoassets for Finance | 3 |
| FINC 410 | Computer Applications in Economics and Finance | 3 |
| FINC 423 | Advanced Corporate Finance | 3 |
| FINC 425 | Working Capital Management | 3 |
| FINC 430 | Financial Derivatives | 3 |
| FINC 431 | Advanced International Financial Management | 3 |
| FINC 490 | Advanced Investment Analysis | 3 |
| FINC 491 | Cooperative Education in Finance | 3-8 |
| FINC 495 | Student Managed Fund | 3 |
| Hospitality and Tourism | ||
| HSET 208 | Leisure and Recreation in Society | 3 |
| HSET 250 | Introduction to Hospitality and Tourism | 3 |
| HSET 255 | Professional Development in Hospitality, Sports, Events, Tourism | 3 |
| HSET 260 | Sport Sales | 3 |
| HSET 302 | Managing Facilities in Hospitality, Sports, Events, and Tourism | 3 |
| HSET 315 | International Tourism Marketing and Management | 3 |
| HSET 320 | Sport Marketing | 3 |
| HSET 321 | Events and Entertainment Management and Marketing I | 3 |
| HSET 325 | Service Management | 3 |
| HSET 330 | Resort and Cruise Management | 3 |
| HSET 335 | International Experience in Hospitality, Sports, Events, and Tourism | 3 |
| HSET 340 | Restaurant Management and Operations | 3 |
| HSET 350 | Club Management | 3 |
| HSET 353 | Legal Issues in Hospitality and Tourism | 3 |
| HSET 354 | Analytics for Sports and Entertainment Industries | 3 |
| HSET 355 | Hospitality, Sports, Events, and Tourism Co-op Ed | 3 |
| HSET 356 | Entertainment, Theme Park, and Attractions Industries | 3 |
| HSET 360 | Casino Management | 3 |
| HSET 365 | Event Marketing and Management II | 3 |
| HSET 366 | Hospitality Financial Management | 3 |
| HSET 370 | Customer Relationship Management (CRM) Technologies in Hospitality | 3 |
| HSET 375 | Property and Community Association Management | 3 |
| HSET 380 | Lodging Management | 3 |
| HSET 385 | Human Resource Management in Hospitality, Sports, Events, and Tourism | 3 |
| HSET 390 | Food and Beverage Management | 3 |
| HSET 392 | Special Topics in Hospitality Management | 1-6 |
| HSET 395 | Information Systems and Technology in Hospitality, Sports, Events, and Tourism | 3 |
| HSET 480 | Revenue Management in Hospitality, Sports, Events, and Tourism | 3 |
| HSET 492 | Independent Study in Hospitality, Sports, Events, and Tourism | 1-3 |
| HSET 493 | Special Topics in Leisure and Tourism | 3 |
| International Business | ||
| INBS 250 | Introduction to International Business | 3 |
| INBS 347 | Export/Import Marketing Process | 3 |
| INBS 349 | International Marketing | 3 |
| INBS 350 | Cross-Cultural Behavior and Negotiation | 3 |
| INBS 440 | International Retailing | 3 |
| INBS 482 | International Business Co-op Ed | 3 |
| Information and Decision Science | ||
| INFO 230 | Introduction to Business Co-Op Work Exp | 3-6 |
| INFO 299 | Special Topics in Data and Technology | 3 |
| INFO 301 | Business Decision Making | 3 |
| INFO 306 | Introduction to Web Development | 3 |
| INFO 342 | Information Technology Infrastructure | 3 |
| INFO 351 | Fundamentals of Project Management | 3 |
| INFO 360 | MIS Co-Op | 3 |
| INFO 361 | Information Technology Projects | 3 |
| INFO 366 | Managing Big Data and Cloud Computing | 3 |
| INFO 367 | Introduction to Data Mining | 3 |
| INFO 390 | Digital Transformation | 3 |
| INFO 391 | Blockchain Technology | 3 |
| INFO 395 | Business Analytics and Artificial Intelligence Strategy | 3 |
| INFO 414 | Information Security System Management | 3 |
| INFO 416 | Business Process Analysis and Enterprise Systems | 3 |
| INFO 470 | Electronic Commerce: Creating Business Value Using Information Technology | 3 |
| INFO 476 | Data Mining for Business | 3 |
| INFO 488 | Business Application with Artificial Intelligent (AI) Systems | 3 |
| INFO 491 | Independent Study in Information Systems | 3 |
| INFO 492 | Special Topics in Information Systems | 1-3 |
| INFO 496 | Advanced Systems Analysis and Design | 3 |
| Management | ||
| MGMT 295 | Elements of Business | 3 |
| MGMT 305 | Negotiations in the Workplace | 3 |
| MGMT 314 | Corporate Social Responsibility: Global Strategies | 3 |
| MGMT 315 | Organizational Behavior | 3 |
| MGMT 316 | Human Resource Management | 3 |
| MGMT 318 | Leadership | 3 |
| MGMT 327 | Training, Development, and Career Planning | 3 |
| MGMT 332 | Diversity In Business | 3 |
| MGMT 335 | Small Business Management | 3 |
| MGMT 356 | Cross-Cultural Behavior and Management | 3 |
| MGMT 363 | Business and Society | 3 |
| MGMT 392 | Management Cooperative Education | 3 |
| MGMT 415 | Organizational Theory: Macro Approaches | 3 |
| MGMT 416 | Global Talent Management | 3 |
| MGMT 417 | Total Rewards: Compensation and Benefits | 3 |
| MGMT 431 | Strategic Business Execution | 3 |
| MGMT 433 | Entrepreneurship and Innovation | 3 |
| MGMT 436 | Strategic Project Management | 3 |
| MGMT 491 | Business Consulting | 3 |
| MGMT 492 | Special Topics in Management | 1-3 |
| Marketing | ||
| MKTG 241 | Consumer Behavior | 3 |
| MKTG 250 | Professional Selling | 3 |
| MKTG 307 | Retail Marketing and Management | 3 |
| MKTG 309 | Buying and Distribution Strategies | 3 |
| MKTG 310 | Services Marketing | 3 |
| MKTG 322 | Customer Relationship Management Practicum | 3 |
| MKTG 325 | Practicum in E-Retailing | 3 |
| MKTG 342 | Sales Management | 3 |
| MKTG 344 | Integrated Marketing Communications | 3 |
| MKTG 345 | Nonprofit Operations and Marketing | 3 |
| MKTG 348 | Digital Marketing | 3 |
| MKTG 350 | Pharmaceutical and Health Care Marketing | 3 |
| MKTG 351 | Retail Co-op Education | 3 |
| MKTG 360 | Brand Management | 3 |
| MKTG 365 | Sustainability Marketing | 3 |
| MKTG 441 | Digital Selling | 3 |
| MKTG 442 | Marketing Research | 3 |
| MKTG 443 | Sales Leadership and Negotiation | 3 |
| MKTG 446 | Marketing Strategy and Implementation | 3 |
| MKTG 447 | Marketing Analytics | 3 |
| MKTG 451 | Internship in Retail Management | 3 |
| MKTG 483 | Seminar in Retail Management | 3 |
| MKTG 490 | Marketing Co-op Ed | 3 |
| MKTG 492 | Independent Study in Marketing | 1-3 |
| MKTG 493 | Special Topics in Marketing | 1-3 |
| Real Estate | ||
| REAL 204 | Real Estate Principles and Practice | 3 |
| REAL 305 | Commercial Real Estate Analysis | 3 |
| REAL 360 | Mortgage and Fixed Income Analysis | 3 |
| REAL 405 | Real Estate Developtment | 3 |
| REAL 460 | Real Estate Investments | 3 |
| ECON 201 | Data Analysis Tools in Economics and Business | 3 |
| ECON 203 | Fundamental Mathematics for Economics | 3 |
| ECON 206 | Managerial Economics | 3 |
| ECON 207 | Intermediate Microeconomic Analysis | 3 |
| ECON 208 | Intermediate Macroeconomic Analysis | 3 |
| ECON 215 | The Economics of Social Problems | 3 |
| ECON 221 | Economics of Professional Sports | 3 |
| ECON 224 | Financial Economics | 3 |
| ECON 240 | Economics of Time and Mind | 3 |
| ECON 301 | Money and Banking | 3 |
| ECON 303 | Economic Growth and Development | 3 |
| ECON 308 | Public Finance | 3 |
| ECON 310 | Urban and Regional Economics | 3 |
| ECON 311 | Labor Economics | 3 |
| ECON 314 | Development of Economic Thought | 3 |
| ECON 317 | Optimization Methods for Economics | 3 |
| ECON 321 | Economics of Industrial Organization | 3 |
| ECON 324 | Capital Markets and Financial Institutions | 3 |
| ECON 370 | International Economics | 3 |
| ECON 371 | World Trade and Investment | 3 |
| ECON 381 | Global Economies and Markets | 3 |
| ECON 390 | Applied Econometrics | 3 |
| ECON 395 | Business Forecasting and Analytics | 3 |
| ECON 398 | Economics Independent Study | 1-3 |
| ECON 405 | Economic Development of Sub-Saharan Africa | 3 |
| ECON 408 | Strategic Thinking and Game Theory | 3 |
| ECON 422 | Globalization and World Development | 3 |
| ECON 430 | International Macroeconomic Policy | 3 |
New Student Seminar
| Code | Title | Credits |
|---|---|---|
| Students in the Adult Learner program must take GNED 100. | ||
| Complete one course from the following. Some courses may be restricted by major. Consult with an academic advisor. | 1 | |
| Pathways to Success | ||
| Freshman Seminar in Chemistry | ||
| First Year Seminar | ||
| Adult Academic Success Seminar | ||
| New Student Seminar | ||
| Freshman Seminar in Health and Physical Education | ||
| Pathways to Adult Learning | ||
| New Student Seminar | ||
| New Student Experience for Mathematical Sciences | ||
| Freshman Seminar for Music Majors | ||
| Introduction to Nursing | ||
| Freshman Seminar in Political Science and Law | ||
SEEDS General Education Requirements
Click here for a list of courses that fulfill the SEEDS requirements.
| Code | Title | Credits |
|---|---|---|
| Foundations | ||
| Effective Writing I | ||
| Complete one Effective Writing I course. | 3 | |
| Effective Writing II | ||
| Fulfilled by BCOM 280 in the major. | ||
| Interactive Communication | ||
| Complete one Interactive Communication course. | 3 | |
| Quantitative Reasoning | ||
| Fulfilled by INFO 240 in the major. | ||
| Political and Civic Life | ||
| Fulfilled by ECON 102 in the major. | ||
| World Languages | ||
| Complete two sequential classes in one World Language when starting at the Beginner I or Beginner II level. Complete one class when starting at the Intermediate/Advanced Level. | 3-6 | |
| Exploration | ||
| Complete one course from four different Exploration categories. | 6 | |
| Analyzing Cultures and Societies | ||
| Fulfilled by ECON 101 in the major. | ||
| Creative Expression | ||
| Ethical Inquiry | ||
| Fulfilled by MGMT 201 in the major. | ||
| Historical Thinking | ||
| Literary and Artistic Analysis | ||
| Scientific Reasoning | ||
| Total Credits | 15-18 | |
Recommended Roadmap to Degree Completion
This recommended degree plan is provided as an outline for students to follow in order to complete their degree requirements within four years and 120 credits. This plan is a recommendation and MUST be used in consultation with their academic advisor. Important note: Students should be aware this plan assumes no pre-requisite coursework is required. If pre-requisite coursework is needed, students may have additional requirements to fulfill which do not appear on the plan.
| First Year | |||
|---|---|---|---|
| Fall | Credits | Spring | Credits |
| New Student Seminar | 1 | BCOM 280 (Fulfills SEEDS: Effective Writing II) | 3 |
| SEEDS: Effective Writing I | 3 | INFO 240 (Fulfills SEEDS: Quantitative Reasoning) | 3 |
| ECON 102 (Fulfills SEEDS: Political and Civic Life) | 3 | ECON 101 (Fulfills SEEDS: Exploration – Analyzing Cultures and Societies) | 3 |
| MGMT 201 (Fulfills SEEDS: Exploration – Ethical Inquiry) | 3 | ACCT 204 | 3 |
| INFO 173 | 3 | MKTG 235 | 3 |
| MATH 100 (or Free Elective) | 3 | ||
| 16 | 15 | ||
| Second Year | |||
| Fall | Credits | Spring | Credits |
| MKTG 241 | 3 | SEEDS: Interactive Communication | 3 |
| FINC 300 | 3 | BSLW 235 | 3 |
| INFO 300 | 3 | INFO 290 | 3 |
| MGMT 300 | 3 | MKTG 348 | 3 |
| MKTG 300 | 3 | BUGN 320 | 0 |
| BUGN 310 | 0 | Free Elective | 3 |
| 15 | 15 | ||
| Third Year | |||
| Fall | Credits | Spring | Credits |
| SEEDS: World Language 1 | 3 | SEEDS: World Language 2 | 3 |
| MKTG 442 | 3 | MKTG 446 | 3 |
| Concentration Elective 1 | 3 | Concentration Elective 3 | 3 |
| Concentration Elective 2 | 3 | Free Elective | 3 |
| Free Elective | 3 | Free Elective | 3 |
| 15 | 15 | ||
| Fourth Year | |||
| Fall | Credits | Spring | Credits |
| SEEDS: Exploration 3 | 3 | SEEDS: Exploration 4 | 3 |
| MGMT 439 | 3 | Free Elective | 3 |
| Major Elective | 3 | Free Elective | 3 |
| Free Elective | 3 | Free Elective | 3 |
| Free Elective | 3 | Free Elective | 2 |
| 15 | 14 | ||
| Total Credits 120 | |||