Management, Concentration in Marketing, B.S.
Program Overview:
The Marketing concentration prepares students to understand customers, build strong brands, and develop strategies that create value for organizations in today’s competitive marketplace. Combining business strategy with creativity and analytical thinking, the concentration equips students with the knowledge and practical skills needed to design effective marketing solutions across a variety of industries.
Students explore the full spectrum of modern marketing, including consumer behavior, market research, branding, digital marketing, marketing strategy, sales management, and integrated marketing communications. Coursework emphasizes the use of data and market insights to identify opportunities, solve business challenges, and make informed strategic decisions while also developing the creative skills necessary to communicate compelling brand messages.
The curriculum also explores how artificial intelligence, digital technologies, and emerging marketing tools are transforming customer engagement and business strategy, preparing graduates to succeed in today’s rapidly evolving business environment. Through the Marketing concentration, students expand their skills through career-building activities, including real-world projects and internships, that allow them to tackle practical challenges in branding, messaging, and marketing research.
Graduates are prepared to launch successful careers across a wide range of industries, helping organizations strengthen customer relationships, grow market share, and achieve long-term success.
PROGRAM LEARNING OBJECTIVES
PROGRAM LEARNING OBJECTIVES
PLO 1: Apply the appropriate business processes, concepts, and methodologies.
PLO 2: Organize data to apply analytical methodologies to solve qualitative and quantitative problems in business.
PLO 3: Communicate effectively in teams to complete projects and tasks.
PLO 4: Examine professional ethics considering legal, organizational, and societal responsibilities.
PLO 5: Outline Marketing Best Practices to Achieve Organizational Goals.
PROGRAM REQUIREMENTS
PROGRAM REQUIREMENTS
Code | Title | Credits |
| General Education Requirements | 49 |
FS | Understanding College | 1 |
WRI1 | Writing | 3 |
OC1 | Presentation | 3 |
QR1 | Mathematics | 4 |
MAT-1105 | College Algebra |
|
DL | Digital Literacy | 3 |
IT-1001 | Computer Tools |
|
ALC | Arts and Literature across Cultures | 6 |
ENT-1777 | Design Thinking and Innovation |
|
| Choose one ALC course |
|
NSS | Natural Sciences | 6 |
EP | Ethics and Philosophy | 6 |
SSS | Social Sciences | 6 |
ECO-1201 | Principles of Macroeconomics |
|
ENT-1001 | Introduction to Entrepreneurship |
|
HGP | Historical and Global Perspectives | 6 |
FH | Personal Wellness | 2 |
HS-1001 | Health Issues |
|
RS | Religion | 3 |
| Major Requirements | 55 |
ACC-1001 | Elementary Accounting I | 4 |
BAN-2301 | Spreadsheet Analytics | 3 |
BAN-3301 | Descriptive Analytics and Visualization | 3 |
BL-2101 | Business Law I | 3 |
BUS-1001 | Organization and Management | 3 |
BUS-2001 | Global Business | 3 |
BUS-4998 | Capstone Business Policies | 3 |
ECO-2202 | Principles of Microeconomics | 3 |
ECO-2306 | Money and Banking | 3 |
FIN-3301 | Principles of Finance | 3 |
HR-2204 | Human Resources Management | 3 |
IT-1103 | Computer-Based Information Systems | 3 |
IT-3301 | Project Management | 3 |
MKT-2201 | Introduction to Marketing | 3 |
PSC-2502 | Government and Business | 3 |
MKT-3317 | Consumer Behavior | 3 |
Marketing Concentration | Select three of the following courses: MKT-3304 Marketing Management; MKT-3316 Fashion Retail Merchandising; MKT-3307 Advertising and Sales Promotion; MKT-3309 Relationship Management; MKT-3315 Public Relations; MKT-3330 International Marketing; MKT-3370 Travel and Tourism Marketing; MKT-3777 Brand Management; MKT-3788 Market Research Analysis; MKT-3881 Content Marketing; MKT-3888 Social Media Marketing; MKT-2440 Intro to Digital Marketing; ENT-2001 Entrepreneurial Marketing and Innovation. | 9 |
| Liberal Arts | 9 |
| General Electives | 6 |
| Total Credits | 122 |
CURRICULUM HIGHLIGHTS
CURRICULUM HIGHLIGHTS
• A strong foundation in accounting, economics, finance, management, marketing, business law, and information systems prepares students with the broad business knowledge needed for success across industries.
• A comprehensive marketing curriculum includes coursework in consumer behavior, marketing management, digital marketing, integrated marketing communications, merchandising, international marketing, sales, and business analytics.
• Integrated instruction in qualitative and quantitative research, marketing analytics, customer segmentation, data visualization, and data-driven decision making prepares students to transform market insights into strategic recommendations.
• Emphasis on translating research and analytical insights into persuasive presentations, professional reports, visualizations, and strategic recommendations strengthens communication and data storytelling skills.
• Coursework in consumer psychology, behavioral economics, and customer decision-making provides insights into how consumers think, choose, and engage with brands.
• Practical application of digital marketing technologies, business software, marketing analytics, and AI-enabled tools prepares students to navigate emerging trends shaping the future of marketing.
• Hands-on projects, case studies, internships, simulations, design thinking, and entrepreneurship experiences connect classroom learning with real-world marketing challenges.
• Coursework emphasizing international business, sustainability, ethical decision-making, and responsible leadership prepares students to succeed in a global marketplace.
• Grounded in a liberal arts education, the curriculum strengthens critical thinking, creativity, communication, and ethical reasoning while encouraging students to approach business challenges from multiple perspectives.
• A culminating capstone experience integrates knowledge from across the business curriculum to address complex organizational challenges and develop strategic solutions.
CAREER OPPORTUNITIES
CAREER OPPORTUNITIES
The Marketing concentration prepares graduates for diverse career opportunities in areas such as brand development, market research, advertising, digital marketing, sales, and customer engagement.
• Brand Manager
• Market Research Analyst
• Advertising Manager
• Marketing Consultant
• Marketing Manager
• Social Media Manager
• Account Executive
• Sales Manager
• Media Buyer
• Retail Manager
• Pharmaceutical Sales Representative
• Digital Marketing Specialist