Bachelor of Science in Marketing

Overview

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