The George Washington University
School of Business: Undergraduate Programs

Marketing

Overview

The BBA with a concentration in Marketing provides undergraduate students with the analytical and technical tools, as well as a strong conceptual framework, needed to understand consumer and organizational buying behavior and strategic marketing processes. These processes include market research, segmentation, targeting, positioning, integrated marketing communications, and relationship building. Students will develop competencies and skills in: identifying customer needs and wants; making decisions about which markets organizations should serve; designing product, service and program offerings for these markets; planning and implementing strategies to communicate with and sell to these markets; and creating value through profitable relationships with customers as well as channel partners, suppliers, and other stakeholders.

Career Options in Marketing

Upon successful completion of the GWSB field of concentration in Marketing, students are well-suited for entry-level professional positions in sales, advertising, marketing research, retailing, brand management, customer service, consulting, purchasing, media planning, direct marketing, and public relations. Marketing also provides an excellent foundation for graduate studies in a wide range of areas, including business, public administration, public policy, international relations, and law. Various types of marketing positions can be found in all types of for-profit firms (business-to-consumer and business-to-business), non-profit organizations, and governmental agencies. An undergraduate degree in Marketing offers students a very broad, diverse, and exciting array of career opportunities and also provides an excellent foundation for those with entrepreneurial aspirations.

Program of Study

All GWSB students are expected to complete a range of prerequisite classes during their first two years at GW, some of which have a direct impact on later studies in Marketing. During the freshman and sophomore years, students are exposed to basic economic and market principles in Microeconomics (ECON 11) and Macroeconomics (ECON 12), and basic statistical analysis techniques in Introduction to Business and Economic Statistics (STAT 51/53). These courses provide an important foundation for the business core course in Marketing, Basic Marketing Management (BADM 110), which is a required course for all GWSB students and a prerequisite to all field courses in Marketing.

Students selecting the field of concentration in Marketing complete one Analytical Tools Elective, which prepares students for the statistical and computational analysis of business problems. They also complete one Field Tools Elective, which familiarizes students with common analytical techniques used in marketing. Students pursuing a field of concentration in Marketing also choose one Field-Related Elective (a course outside of the Marketing Department). This course exposes students to other fields relevant to marketing, such as international business, psychology, sociology, anthropology, economics, or communications.

After completing the core course, Basic Marketing Management (BADM 110), students with a field of concentration in Marketing are required to take three Marketing field courses: Consumer Behavior (MKTG 142), Marketing Research (MKTG 143), and either Salesmanship & Sales Management (MKTG 150) or Advertising (MKTG 148). After completing Basic Marketing Management (BADM 110), Consumer Behavior (MKTG 142), and Marketing Research (MKTG 143), students complete the program’s capstone field course, Marketing: Strategic Planning (MKTG 159).

Course Guidelines

Core Course:
  • BADM 110* Marketing Management (Prerequisite: STAT 51/53)
Analytical Tools Elective (Choose One):
  • STAT 112 Business and Economic Statistics II (Prerequisite: STAT 51/53)
  • STAT 118 Regression Analysis (Prerequisite: STAT 51/53)
Field Tools Elective (Choose One):
  • ANTH 157 Kinship, Family, & Community
  • COMM 120 Small Group Communication (Prerequisite: COMM 25 or permission of the instructor )
  • COMM 174 Intercultural Communication (Prerequisite: COMM 41 or permission of the instructor )
  • ENGL 100 Intermediate Expository Writing (Prerequisite: UW 20 or equivalent)
  • ENGL 101 Advanced Writing (Prerequisite: UW 20 or written permission of the instructor)
  • ECON 123 Introduction to Econometrics (Prerequisite: ECON 11, 12, MATH 31/52, & STAT 112)
  • ECON 136 Natural Resources and Environmental Economics
  • ECON 148 Health Economics
  • GEOG 125 Transportation and Communication (Prerequisite: GEOG 1)
  • GEOG 134 Energy Resources (Prerequisite: GEOG 2)
  • MGT 115 Leadership (Prerequisite: BADM 130)
  • NSC 175 Leadership and Management
  • NSC 176 Leadership and Ethics
  • SMPA 152 Principles of Public Relations
  • PHIL 045 Introduction to Logic
  • PHIL 135 Ethics in Business and the Professions
  • PSYC 119 Group Dynamics (Prerequisite: PSYC 1)
  • PSYC 121 Memory and Cognition (Prerequisite: PSYC 1)
  • PSYC 125 Cross-Cultural Psychology (Prerequisite: PSYC 1)
  • PSYC 129 Theories of Personality (Prerequisite: PSYC 1)
  • PSYC 131 Psychological Tests (Prerequisite: PSYC 1)
  • PSYC 144 Industrial/Organizational Pyschology (Prerequisite: PSYC 1)
  • PSYC 150 Pyschology of Sex Differences (Prerequisite: PSYC 1)
  • PSYC 152 Women and Psychology (Prerequisite: PSYC 1)
  • PSYC 156 Psychology of Attitudes and Public Opinion (Prerequisite: PSYC 1)
  • SOC 101 Social Research Methods (Prerequisite: SOC 1)
  • SOC 102 Techniques of Data Analysis (Prerequisite: SOC 101)
  • SOC 105 Social Problems in American Society (Prerequisite: SOC 1)
  • SOC 111 Qualitative Research (Prerequisite: SOC 1)
  • SOC 168 Economic Sociology (Prerequisite: SOC 1)
  • SOC 169 Urban Sociology (Prerequisite: SOC 1)
  • SOC 173 Social Movements (Prerequisite: SOC 1)
  • WSTU 121 The Anthropology of Gender: Cross Cultural Perspectives (Same as ANTH 121)
  • WSTU 152 Women and Psychology (Same as PSYC 152)
Field Courses (Choose Four):
  • MKTG 142* Consumer Behavior (Prerequisite: BADM 110)
  • MKTG 143* Marketing Research (Prerequisite: BADM 110 & BADM 64)
  • MKTG 159* Marketing: Strategic Planning (Prerequisite: BADM 110, MKTG 142 & 143)
  • MKTG 148 Advertising (Prerequisite: MKTG 142)
  • MKTG 150 Sales and Salesmanship (Prerequisite: BADM 110)
Field Related Elective (Choose One):
  • AMST 167 Themes in US Cultural History
  • ANTH 153 Psychological Anthropology (Prerequisite: ANTH 2)
  • COMM 150 Persuasion (Prerequisite: COMM 25)
  • COMM 176 Issues and Image Management (Prerequisite: COMM 40/41)
  • ECON 158 Industrial Organization (Prerequisite: ECON 11 & 12)
  • SMPA 175 Media Management (Prerequisite: EMDA 100)
  • GEOG 145 Cultural Geography (Prerequisite: GEOG 1)
  • IBUS 160 Introduction to International Business (Prerequisite: ECON 11 & 12)
  • IBUS 166 International Marketing Management (Prerequisite: BADM 110 & BADM 145)
  • IBUS 168 Foreign Market Analysis (Prerequisite: BADM 110, IBUS 166)
  • SMPA 152 Principles of Public Relations
  • PSYC 121 Memory and Cognition (Prerequisite: PSYC 1)
  • SOC 168 Economic Sociology (Prerequisite: SOC 1)
  • TSTD 136 Sport and Event Marketing (Prerequisite: BADM 110)
  • TSTD 145 Travel Marketing Communications


Or another course with permission of the field advisor
* Required