Marketing, BBA

Program Description

The marketing curriculum is designed to help students prepare for careers in fields such as retailing, distribution, marketing research, advertising, and personal selling. The program provides knowledge and competencies that facilitate acquiring and succeeding in entry-level positions and moving into marketing management positions or business ownership. Emphasis is on development of analytical skills adequate for and appropriate to professional marketing activities in a highly competitive global market place. Marketing courses stress problem solving and decision making and the development and implementation of competitive policies and strategies.

This major is offered on the Island Campus, the RELLIS Campus, and fully online.

Students should complete the Business Foundation Curriculum in the freshman and sophomore years.

BBA Student Learning Goals and Objectives 

  • G1. To Be Effective Communicators
    • CG1.O1 – Demonstrate the ability to write professionally
    • CG1.O2 – Prepare and deliver professional presentations
    • CG1.O3 – Practice professional interactions
  • G2. To Be Competent in Business Practices
    • CG2.O1 – Demonstrate key concepts in business disciplines
    • CG2.O2 – Use technology to analyze relevant data
  • G3. To Be Good Decision Makers
    • CG3.O1 – Identify key factors for decision making
    • CG3.O2 – Analyze alternative solutions and make a decision
  • G4. To Be Good Citizens
    • CG4.O1 – Identify ethical concepts

In addition, all Marketing Majors will demonstrate knowledge of key marketing theories and concepts, and the ability to apply these theories and concepts.

General Requirements for BBA Degree

Requirements Credit Hours
Core Curriculum Program 42
First-Year Seminars (when applicable)1 0-2
Business Core 45
Marketing Major Requirements 24
Electives 9
Total Credit Hours 120-122

Full-time, first time in college students are required to take the first-year seminars.

Program Requirements

Full-time, First-Year Students
UNIV 1101University Seminar I *1
UNIV 1102University Seminar II *1
Core Curriculum Program
University Core Curriculum42
Business majors are required to complete the following courses as part of their University Core Curriculum Program:
Macroeconomics Principles *
Mathematics for Business and Social Sciences 1
Business Core
BUSI 0011COB Orientation 2,*0
ACCT 2301Financial Accounting3
ACCT 2302Managerial Accounting3
BAIS 2301Computer Applications in Business3
BAIS 3310Management Information Systems Concepts3
BAIS 3311Data Analysis and Statistics3
BLAW 3310Legal Environment of Business *3
ECON 2302Microeconomics Principles *3
FINA 3310Financial Management *3
MATH 1325Calculus for Business & Social Sciences 13
MGMT 3310Principles of Management3
MGMT 3315Business Communications *3
MGMT 4388Business Strategy *3
MKTG 3310Principles of Marketing *3
OPSY 4314Operations Management *3
International Business Course
Select one of the following depending on major:3
Multinational Entities: Accounting and Consolidations (for Accounting Major) 3,*
International Economic Issues (for Business Economics Major)
International Finance (for Finance Major)
Multinational Management (for Management Major) *
International Marketing (for Marketing Major)
International Business (for all other Majors)
Marketing Major Requirements
MKTG 3311Professional Selling3
MKTG 3330Buyer Behavior *3
MKTG 3333Digital Marketing Fundamentals *3
MKTG 4320Marketing Research *3
MKTG 4380Marketing Strategy *3
Marketing Electives
Select 9 hours from the following:9
Advertising and Promotional Strategy
Entrepreneurial Marketing *
Retail Management
Sales Management
Hospitality, Tourism, & Event Marketing
Social Media Marketing
Distribution Channel Strategy
Services Marketing
Marketing Analytics
Special Topics in Marketing
Directed Individual Study
Internship in Marketing
Upper-level Business Elective3
Business Elective3
Non-Business or Business Elective3
Total Hours122

Higher level mathematics course may be accepted as a substitute with approval.


All Business Majors and Minors must complete BUSI 0011 COB Orientation (0 sch) before or during their first semester enrolled in upper-division Business courses.


ACCT 3318 Multinational Entities: Accounting and Consolidations (3 sch) may be taken as either International Business Course or as an Accounting Elective but not both.


Online offering


Blended offering


Course prerequisites are strictly enforced.

Course Sequencing

Plan of Study Grid
First Year
BUSI 0011 COB Orientation 0
Creative Arts Core Requirement 3
ECON 2301 Macroeconomics Principles 3
HIST 1301 U.S. History to 1865 3
ENGL 1301 Writing and Rhetoric I 3
Life & Physical Science Core Requirement 3
UNIV 1101 University Seminar I 1
COMM 1311 Foundation of Communication 3
HIST 1302 U.S. History Since 1865 3
ECON 2302 Microeconomics Principles 3
Language, Philosophy & Culture Core Requirement 3
MATH 1324 Mathematics for Business and Social Sciences 3
UNIV 1102 University Seminar II 1
Second Year
ACCT 2301 Financial Accounting 3
Business Elective 3
Component Area Option Core Requirement 3
MATH 1325 Calculus for Business & Social Sciences 3
POLS 2305 U.S. Government and Politics 3
ACCT 2302 Managerial Accounting 3
Component Area Option Core Requirement 3
Life & Physical Science Core Requirement 3
BAIS 2301 Computer Applications in Business 3
POLS 2306 State and Local Government 3
Third Year
MKTG 3310 Principles of Marketing 3
MGMT 3310 Principles of Management 3
MGMT 3315 Business Communications 3
FINA 3310 Financial Management 3
BAIS 3311 Data Analysis and Statistics 3
MKTG 3311 Professional Selling 3
MKTG 3330 Buyer Behavior 3
MKTG 4340 International Marketing (for Marketing Major) 3
BAIS 3310 Management Information Systems Concepts 3
BLAW 3310 Legal Environment of Business 3
Fourth Year
OPSY 4314 Operations Management 3
MKTG 3333 Digital Marketing Fundamentals 3
MKTG 4320 Marketing Research 3
Marketing Elective 3
Marketing Elective 3
MKTG 4380 Marketing Strategy 3
MGMT 4388 Business Strategy 3
Non-Business Elective 3
Upper-level Business Elective 3
Marketing Elective 3
 Total Hours122


MKTG 3310  Principles of Marketing  
3 Semester Credit Hours (3 Lecture Hours)  

The initial course in Marketing. Description and analysis of the flow of goods, services and ideas to consumers and industrial users. Factors outside the firm are also considered as they affect marketing decisions.

Prerequisite: BUSI 0011.

MKTG 3311  Professional Selling  
3 Semester Credit Hours (3 Lecture Hours)  

An introduction to professional selling as a marketing tool. Emphasis is placed on the theory and application of the professional selling process. Junior standing or above.

MKTG 3315  Advertising and Promotional Strategy  
3 Semester Credit Hours (3 Lecture Hours)  

The student will learn about the development and implementation of a coordinated and integrated advertising and promotions strategy. Emphasis is placed on the interrelationships among advertising, sales management, and sales promotion activities.

Prerequisite: MKTG 3310.

MKTG 3325  Entrepreneurial Marketing  
3 Semester Credit Hours (3 Lecture Hours)  

Entrepreneurial marketing provides entrepreneurs and small business owners with the knowledge needed to successfully perform marketing activities (primarily promotion) on a very low budget. Students will learn the utilization of techniques and the analysis of market characteristics that impact the small entrepreneurial organization, its products and services. Additionally, students will learn how to develop specific yet flexible marketing plans and activities, and the effective management of practices, finances, and obligations associated with the marketing of smaller entrepreneurial firms. Factors inside and outside the firm are researched and analyzed as they affect successful small business marketing decisions.

MKTG 3330  Buyer Behavior  
3 Semester Credit Hours (3 Lecture Hours)  

An examination of the psychological and social influences that affect consumer decision making. Emphasizes the development of marketing programs designed with behavioral considerations in mind.

Prerequisite: MKTG 3310.

MKTG 3333  Digital Marketing Fundamentals  
3 Semester Credit Hours (3 Lecture Hours)  

This course introduces students to the strategies, tools, and techniques of effective digital marketing. The course emphasizes the stages of the digital customer journey, web design, web analytics and metrics, content marketing, search engine optimization (SEO), digital advertising, online video marketing, mobile marketing, and digital strategy. The course includes hands-on experience using software tools for designing digital content to promote brands and build relationships with customers. The course may also include coverage of specialized digital techniques and emerging digital marketing tools. Junior status or permission of the instructor.

MKTG 3340  Retail Management  
3 Semester Credit Hours (3 Lecture Hours)  

A managerial approach to retailing. Topics such as trade area evaluation, buying, layout, pricing, cost and expense analysis are considered.

Prerequisite: MKTG 3310.

MKTG 3345  Sales Management  
3 Semester Credit Hours (3 Lecture Hours)  

An exploration of the problems and practices of sales and sales management. Organizational structure and development of programs to assure a competent and effective sales force are stressed.

Prerequisite: MKTG 3310.

MKTG 3350  Hospitality, Tourism, & Event Marketing  
3 Semester Credit Hours (3 Lecture Hours)  

Application of marketing concepts to hospitality, tourism, and events. Topics include travel and tourism theories, the service environment, buyer behavior, and branding, using an integrative approach to examine marketing strategies as they pertain to these industries. Junior standing or above.

MKTG 3360  Social Media Marketing  
3 Semester Credit Hours (3 Lecture Hours)  

This course provides students with a panoramic view of the tools, techniques, and strategies available to marketers on social media. The course involves an exploration of the major social media platforms and the marketing opportunities on those platforms. It includes coverage of tools for developing and managing social media marketing campaigns and the use of social media for personal and corporate branding. Senior standing.

Prerequisite: MKTG 3310.

MKTG 4310  Distribution Channel Strategy  
3 Semester Credit Hours (3 Lecture Hours)  

This course examines the importance of distribution channels and the process by which firms make distribution channel decisions. Students explore various channel structures available to firms and analyze issues surrounding the design and use of multichannel and omnichannel strategies. Junior standing or above.

Prerequisite: MKTG 3310.

MKTG 4320  Marketing Research  
3 Semester Credit Hours (3 Lecture Hours)  

The study of research in marketing with emphasis on the collection and interpretation of data and its application to the solution of marketing problems. 6 hours of advanced marketing and Junior standing or above.

Prerequisite: BAIS 3311 and MKTG 3310.

MKTG 4330  Services Marketing  
3 Semester Credit Hours (3 Lecture Hours)  

A comprehensive study of marketing challenges and opportunities that are distinct to service organizations. This course explores the differences in marketing goods versus services, the unique characteristics of both service organizations and service customers, the measurement and management of service quality standards and the implementation of service strategies.

Prerequisite: MKTG 3310.

MKTG 4340  International Marketing  
3 Semester Credit Hours (3 Lecture Hours)  

A study of the economic, social and cultural environment of international marketing. The course focuses on marketing decision making in this environment.

Prerequisite: MKTG 3310.

MKTG 4355  Marketing Analytics  
3 Semester Credit Hours (3 Lecture Hours)  

The course teaches students how to utilize various analytics tools to transform data into insights that enable evidence-based marketing decisions. Topics include data gathering along with analysis, interpretation, and communication of data about competitors, customers, and the marketing mix.

Prerequisite: MKTG 4320.

MKTG 4380  Marketing Strategy  
3 Semester Credit Hours (3 Lecture Hours)  

The study and application of the strategic marketing planning process to realistic business situations. Topics include: strategies for growth and competitive advantage; market segmentation, targeting and positioning; marketing mix strategies and tactics; customer satisfaction and relationship building; and evaluation and control of marketing strategies. Attention to ethical considerations in marketing and a triple bottom line (TBL) evaluation of marketing outcomes. Nine additional hours of upper-division marketing, and Senior standing.

Prerequisite: MKTG 3310.

MKTG 4390  Special Topics in Marketing  
1-3 Semester Credit Hours (3 Lecture Hours)  

Selected topics for special study related to marketing functions, processes, or issues. May be repeated for credit when topics vary.

MKTG 4396  Directed Individual Study  
1-3 Semester Credit Hours  

Individual supervised study and a final report.

MKTG 4398  Internship in Marketing  
3 Semester Credit Hours  

Supervised full-time or part-time, off-campus training in business or government organization. Oral and written reports required.