Jul 14, 2024  
2024-2025 Undergraduate Catalog 
2024-2025 Undergraduate Catalog

Marketing, B.B.A. (R, A, L)

Marketing is the heart and soul of most organizations and, with a focus on understanding and satisfying the continually changing wants and needs of customers, the most dynamic area of business. There is high demand for marketing graduates - the U.S. Bureau of Labor Statistics projects faster than average growth for marketing professionals. The marketing major provides students with the creative mindset and analytical tools to plan, price, promote and distribute products and services to fulfill the needs of the customer, meet the goals of the organization, and compete successfully. Marketing graduates are prepared for a variety of opportunities to include product and brand management, professional selling and sales management, marketing research and analytics, digital marketing, social media marketing, retailing, advertising, marketing communication and public relations, new product development, logistics and supply chain management, market planning and analysis, new product development, and marketing entrepreneurship. Students may also seek specializations in digital marketing and professional sales.

REAL Curriculum

This major fulfills the R, A and L areas of the REAL Curriculum. Students develop scientific and quantitative reasoning by applying statistical and mathematical models to assist decision makers in solving business problems.  The interaction of cultures and behaviors are examined within the contexts of the domestic and global economic environment, individual and group behavior in organizations, and the practices used by organizations to create value, enhance satisfaction, and manage customer relationships.  The exploration of professional practice occurs through the application of knowledge, skills, and critical reflection in the various business disciplines. Students need majors and/or minors to fulfill the E area to complete the REAL Curriculum requirements.

REAL Foundational Requirements

Foundational Math (3 credits)

REAL Cornerstone Requirements

Writing Intensive (WI) Courses (6 credits)

Writing Intensive courses are denoted below with a (WI). Two writing intensive courses are required to graduate, with at least one at the 300- or 400-level.

General Education Requirements

General Education courses will be denoted below with a (GE). Students are required to take at least 30 credit hours of general education designated courses within their degree requirements. The Marketing major includes 33 general education credits.

Major Requirements (66 credits)

Concentrations (24 credits)

General Marketing Concentration (24 credits)

Digital Marketing Concentration (24 credits)

All organizations, for-profit and not-for-profit, large and small, need digital marketing to be successful in today’s marketplace. This concentration focuses on expanding traditional marketing theories and practices to the digital space by analyzing online consumer behavior and designing advertising and promotional strategies through digital and social media. The concentration covers the latest forms of digital marketing including content marketing, search engine optimization (SEO) and search engine marketing (SEM), social media marketing, marketing analytics, and mobile marketing among others. It equips you to measure the marketing impact and marketing effectiveness of digital strategies and initiatives.

Professional Sales Concentration (24 credits)

Connecting buyers and sellers and bringing value to customers are vital to business success. This concentration provides the essential knowledge and skills required to begin professional careers in sales across a variety of contexts, career paths and industries. Sales representatives provide value for their business customers by satisfying needs and solving customer problems. In order to accomplish this, sales representatives develop strong relationships with their customers that are built on trust, cooperation, commitment and information.

Additional Degree Requirements

Students must earn a major GPA of 2.0.  The major GPA is defined as all courses in the B.B.A. core and all courses prescribed for the major. 

Open Credit Hours (54 credits)

These credits can be used to fulfill additional courses, majors, minors, and/or REAL Curriculum requirements, including Foundational Writing and Foundational Math.

Total Credits Needed for Degree 120