COURSE CURRICULUM

The Marketing major at The University of Alabama is structured to provide students with a focused and practical understanding of modern marketing principles while ensuring academic rigor through the requirement that all major courses must be completed with a minimum grade of C-, and the curriculum consists of 18 credit hours that build core competencies in consumer insights, communication, analytics, and strategic decision-making, beginning with courses such as Consumer Behavior, which explores how individuals and groups make purchasing decisions, and Personal Selling, which develops interpersonal communication and persuasion skills essential for sales roles, followed by Digital and Social Media Marketing that emphasizes current online platforms and data-driven engagement strategies, and Marketing Research, which trains students to collect, analyze, and interpret data to support business decisions, and culminating in Strategic Marketing, a capstone-style course where students integrate knowledge to design comprehensive marketing plans, and in addition to these required courses, students must select one elective from a diverse list that allows specialization based on career interests, including options like Retail Management for those interested in store operations, Promotional Management for advertising and branding, Services Marketing for intangible product strategies, Managing Innovation for product development, advanced sales-focused courses such as Sales Management or Sales Strategy, Managing Customer Data for analytics-driven roles, or Global Marketing for international business exposure, and this flexible yet structured approach ensures that graduates not only understand theoretical concepts but also gain practical skills relevant to real-world marketing environments, preparing them for careers in areas such as sales, digital marketing, brand management, market research, and customer relationship management.