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
Course Requirements
This Bulletin covers the degree requirements for students matriculating in the current academic year. Students who matriculated before the current year can find their requirements in the relevant archived Bulletin.
The following requirements must be fulfilled: a minimum of 120 credits, including courses for the University General Education Requirement; School of Business general requirements; and 30 credits in marketing major courses.
Students pursuing marketing as a second major should reference the marketing as a second major requirements section at the bottom of this page.
| Code | Title | Credits |
|---|---|---|
| University General Education Requirement | ||
| One course in critical thinking in the humanities. | ||
| Two courses in critical thinking, quantitative reasoning, or scientific reasoning in the social sciences. | ||
| One course that has an approved oral communication component. | ||
| One course in quantitative reasoning (must be in mathematics or statistics). | ||
| One course in scientific reasoning (must be in natural and/or physical laboratory sciences). | ||
| UW 1020 | University Writing (4 credits) | |
| After successful completion of UW 1020, 6 credits distributed over at least two different Writing in the Disciplines (WID) courses taken in separate semesters (summer counts as one semester). WID courses are designated by a "W" appended to the course number. | ||
Approved courses can be found under University General Education Requirement.
| Code | Title | Credits |
|---|---|---|
| School of Business General Requirements | ||
| BADM 1001 & BADM 1002 | Business Leader Foundations I and Business Leader Foundations II 1 | |
| or BADM 1003 | Business Leader Foundations for Transfer Students | |
| BADM 3001 | Business Leader Career Strategy | |
| BADM 4001 | Business Leader Launch | |
| STAT 1051 | Introduction to Business and Economic Statistics | |
| or STAT 1053 | Introduction to Statistics in Social Science | |
| or STAT 1111 | Business and Economic Statistics I | |
| or DNSC 1001 | Business Analytics I: Statistics for Descriptive and Predictive Analytics | |
| or APSC 3115 | Engineering Analysis III | |
| STAT 2112 | Business and Economic Statistics II | |
| or STAT 2118 | Regression Analysis | |
| or STAT 2123 | Introduction to Econometrics | |
| or DNSC 2001 | Business Analytics II: Predictive and Prescriptive Analytics | |
| or ECON 2123 | Introduction to Econometrics | |
| ECON 1011 | Principles of Economics I | |
| ECON 1012 | Principles of Economics II | |
| One of the following sequences in mathematics: | ||
| MATH 1231 & MATH 1232 | Single-Variable Calculus I and Single-Variable Calculus II | |
| or MATH 1051 & MATH 1252 | Finite Mathematics for the Social and Management Sciences and Calculus for the Social and Management Sciences | |
| or MATH 1051 & MATH 1231 | Finite Mathematics for the Social and Management Sciences and Single-Variable Calculus I | |
| or MATH 1220 & MATH 1221 & MATH 1051 | Calculus with Precalculus I and Calculus with Precalculus II and Finite Mathematics for the Social and Management Sciences | |
| or MATH 1220 & MATH 1221 & MATH 1232 | Calculus with Precalculus I and Calculus with Precalculus II and Single-Variable Calculus II | |
| Business core courses | ||
| BADM 3401 | Contemporary Marketing Management | |
| or BADM 3401W | Contemporary Marketing Management | |
| Four courses (12 credits) selected from the following: | ||
| ACCY 2001 | Introduction to Financial Accounting | |
| ACCY 2002 | Introductory Managerial Accounting | |
| BADM 2001 | Markets and Politics | |
| or BADM 2001W | Markets and Politics | |
| BADM 2301 | Management Information Systems Technology | |
| BADM 3103 | Human Capital in Organizations | |
| BADM 3501 | Financial Management and Markets | |
| BADM 3601 | Operations Management | |
| BADM 4101 | Business Ethics and the Legal Environment | |
| or BADM 4101W | Business Ethics and the Legal Environment | |
| BADM 4801 | Strategy Formulation and Implementation | |
| IBUS 3001 | Introduction to International Business | |
| Code | Title | Credits |
|---|---|---|
| Marketing major courses | ||
| MKTG 3142 | Consumer Behavior | |
| or MKTG 3142W | Consumer Behavior | |
| MKTG 3143 | Marketing Research | |
| MKTG 4148 | Advertising and Marketing Communications | |
| or MKTG 4156 | Integrated Marketing Communications | |
| MKTG 4154 | Digital Marketing in the Age of AI | |
| Six courses (18 credits) selected from the following: | ||
| MKTG 4146 | Services Marketing in the Digital Era | |
| MKTG 4149 | Advanced Advertising Campaigns | |
| MKTG 4150 | Personal Selling: Technology and Luxury | |
| MKTG 4152 | Retailing Management | |
| MKTG 4153 | Product Marketing Management | |
| or MKTG 4153W | Product Marketing Management | |
| MKTG 4158 | AI Applications in Marketing | |
| MKTG 4159 | Marketing Strategy | |
| MKTG 4160 | Global Marketing Strategy | |
| MKTG 4161 | Pricing Strategy: Competitive and Dynamic Pricing | |
| MKTG 4162 | Digital Marketing Analytics | |
| MKTG 4163 | Applied Marketing Decision Analytics | |
| MKTG 4164 | Artificial Intelligence and Automated Marketing | |
| MKTG 4165 | Customer Relationship Management and Relational Databases | |
| MKTG 4166 | Creativity and Graphic Art for Marketing | |
| MKTG 4167 | Architecture of Marketing on the Web | |
| MKTG 4168 | Social Media and Influencer Marketing | |
| MKTG 4170 | Marketing Sustainability | |
| MKTG 4900 | Special Topics | |
| or MKTG 4900W | Special Topics | |
| Electives | ||
| In general, students complete 40 credits in elective courses to reach the 120 credits required for the degree. 18 of those credits must be taken outside of GWSB. Elective courses can be applied to a GWSB concentration, a non-GWSB minor, or a GWSB or non-GWSB second major. Consult the GWSB Undergraduate Regulations in this Bulletin for course restrictions. | ||
1 First-year students take BADM 1001 and BADM 1002; transfer students take BADM 1003.
Marketing as a second major
Students pursuing marketing as a second major are required to complete 30 credit hours in the courses listed below. Non-GWSB students can declare marketing as a second major directly with their home school advisor; a signature from a GWSB academic advisor is not required.
| Code | Title | Credits |
|---|---|---|
| BADM 3401 | Contemporary Marketing Management | |
| or BADM 3401W | Contemporary Marketing Management | |
| MKTG 3142 | Consumer Behavior | |
| or MKTG 3142W | Consumer Behavior | |
| MKTG 3143 | Marketing Research | |
| MKTG 4148 | Advertising and Marketing Communications | |
| or MKTG 4156 | Integrated Marketing Communications | |
| MKTG 4154 | Digital Marketing in the Age of AI | |
| Five courses (15 credits) selected from the following: | ||
| MKTG 4146 | Services Marketing in the Digital Era | |
| MKTG 4149 | Advanced Advertising Campaigns | |
| MKTG 4150 | Personal Selling: Technology and Luxury | |
| MKTG 4153 | Product Marketing Management | |
| or MKTG 4153W | Product Marketing Management | |
| MKTG 4158 | AI Applications in Marketing | |
| MKTG 4159 | Marketing Strategy | |
| MKTG 4160 | Global Marketing Strategy | |
| MKTG 4161 | Pricing Strategy: Competitive and Dynamic Pricing | |
| MKTG 4162 | Digital Marketing Analytics | |
| MKTG 4163 | Applied Marketing Decision Analytics | |
| MKTG 4164 | Artificial Intelligence and Automated Marketing | |
| MKTG 4165 | Customer Relationship Management and Relational Databases | |
| MKTG 4166 | Creativity and Graphic Art for Marketing | |
| MKTG 4167 | Architecture of Marketing on the Web | |
| MKTG 4168 | Social Media and Influencer Marketing | |
| MKTG 4170 | Marketing Sustainability | |
| MKTG 4900 | Special Topics | |
| or MKTG 4900W | Special Topics | |