COURSE CURRICULUM

The Marketing concentration in Business Administration is designed to prepare students for professional careers focused on understanding and influencing consumer behavior, developing effective marketing strategies, and managing the exchange of goods and services in competitive markets. Offered by the Department of Marketing and Business Analytics, the program emphasizes key areas such as consumer behavior, market research, integrated marketing communications, product development, pricing strategies, sales management, digital and social media marketing, and international marketing. Students learn how organizations identify target markets, analyze customer needs, position products and services, and design promotional strategies that enhance brand value and market performance. The curriculum prepares graduates for careers in retail and business-to-business marketing, advertising, product management, sales, customer relationship management, supply chain coordination, and entrepreneurial ventures. Core business foundation courses in accounting, economics, statistics, finance, operations, and management provide essential analytical and managerial skills, while upper-division coursework strengthens strategic thinking and decision-making abilities in real-world business contexts. Specialized marketing courses such as Consumer Behavior, Integrated Marketing Communications, Marketing Research, and Marketing Management help students develop both analytical and creative competencies needed in modern marketing environments. Students also select electives in areas like social media marketing, international marketing, retail management, sports and entertainment marketing, and product innovation, allowing them to tailor their studies to specific career interests. The program requires completion of 120 total units, including general education, major preparation, major requirements, concentration courses, and electives, along with minimum grade requirements (typically C or C- or better) to ensure academic proficiency. Overall, the concentration develops professionals who can combine data analysis, strategic thinking, and communication skills to create effective marketing solutions and drive organizational success in a rapidly evolving global marketplace shaped by digital technology, consumer trends, and international competition.