The marketing curriculum involves analysis of the ways business firms plan, organize, administer, and control their resources to achieve marketing objectives. Through proper selection of courses, a student may prepare for a career in general marketing management, promotion management, personal selling and sales management, marketing research, channels management, and/or retail management.

Learning Objectives for the Marketing Concentration

Upon completion of a concentration in marketing, students will be able to do the following:

• Conduct and present a comprehensive consumer behavior audit.
• Analyze a company’s existing product, determine its positioning in the marketplace, and develop a marketing mix strategy reflective of its positioning.
• Prepare and defend a marketing plan for a company by integrating appropriate concepts and methods.
• Develop a marketing research plan and defend its procedural soundness.
• Demonstrate an understanding of the stages of the sales process and the way these stages are implemented.
• Demonstrate an understanding of the global marketplace and how to design marketing strategies that are appropriate for various cultures and countries.

Degree Requirements

The following courses are required for the marketing concentration:

Course List

Code	Title	Hours
BU 362	Marketing Research	3
BU 364	Consumer Behavior	3
BU 471	Marketing Management	3
Select three additional hours from the following:		3
BU 361	Principles of Retailing
BU 363	Promotion
BU 366	Sales
BU 368	International Marketing
BU 369	Entrepreneurial Marketing
BU 371	Digital Marketing
BU 473	Marketing Channels
Graded upper-division elective hours in accounting, business, business data analytics, or economics		12
Total Hours		24