Bachelor of Science in Marketing


Marketing is a dominant force in today’s competitive and dynamic business environment and is a prominent part of business education in the United States and globally. The Bachelor of Science in Marketing (BSM) degree, also known as the Marketing major, provides an opportunity for undergraduate students to specialize in marketing and offers a career advantage to business students. The BSM degree trains students to work as brand and product managers, advertising and sales promotion specialists, salespeople, marketing researchers and analysts, database and customer relationship managers, experts in digital marketing, and senior managers shaping the competitive strategy and future of companies.

The BSM degree exposes students to current theories and research in consumer behavior, research methodology and analytics, advertising and sales promotion, digital technologies, and the emerging technologies of artificial intelligence and automated marketing. Marketing department courses emphasize an experiential learning pedagogy so that students develop strong problem solving and integration skills. The courses integrate theory, method and applications. They emphasize the collection, organization and processing of consumer and marketing data, new analytic methodologies, and the impact of social media and new product and service technologies. Marketing is an exciting and dynamic field, and the BSM degree reflects this.

Learning Objectives

  • Analyze and apply marketing knowledge of consumer preferences, theory and technology to meet the needs of consumers and marketing managers
  • Understand the digital market space, social media, digital analytic techniques, and develop the knowledge and skills for effective strategies for marketing on the web
  • Understand the global market place and global marketing strategy
  • Understand social responsibility and ethics, and weigh the impact of marketing decisions on society and the physical environment
  • Develop leadership and people skills, and learn to:
    • Think creatively
    • Communicate clearly and effectively in both writing and oral presentations
    • Think critically, analyze the facts, and create intelligent solutions
    • Work effectively as a team leader as well as a team member

Career Opportunities 

There are many career tracks in marketing including field sales, brand management, advertising, digital and social media marketing. Marketing skills are among the most portable. The fundamental theories and skills apply equally to marketing products and services across all industries and arenas — nonprofit organizations, government, social causes, art, sports, tourism, nations, people, politics and so on. Marketing is social and collaborative, requiring interaction with large audiences and collaboration with colleagues across organizational departments from R&D to finance. The field is supported by a strong marketing community led by the American Marketing Association and its many chapters. There is a vast volume of research and literature in the field and there are extensive opportunities for lifelong learning.

Career Paths

  • Chief Marketing Officer
  • Product/Brand Manager
  • Consulting firms
  • Market Research Analyst
  • Media Planner
  • Public Relations Representative
  • Sales Representative
  • Distribution and logistics
  • Social Media Manager
  • Advertising specialists
  • Copywriters
  • Graphic designers
  • Social marketer
  • Event Planner

GW Student Organizations

Below are some suggested student organizations that marketing majors should consider. For a full list of GWSB affiliated organizations, please visit the GWSB Student Organizations website. 

  • Alpha Kappa Psi
  • Ascend at GW
  • Capitol Advertising
  • Delta Sigma Pi (DSP)
  • GW Women in Business (GWWIB)
  • International Business Association (IBA)
  • Launch Pad
  • Lemonade Day DC
  • Multicultural Business Student Association (MBSA)
  • Undergraduate Consulting Group (UCG)

Studying Outside of GWSB

The Department of Marketing encourages students to consider a cross-disciplinary second major or a minor in one of the following fields of study: 

  • Communications (only available as a minor)
  • Economics
  • Film or Theatre
  • Finance
  • Foreign language
  • Graphics Arts
  • International Affairs
  • Journalism and Mass Communication (only available as a minor)
  • Political Science
  • Psychology
  • Sociology