COURSE CURRICULUM

The Marketing option in a Bachelor of Business Administration program is designed to help students understand how businesses create, communicate, and deliver value to customers while building strong brands and long-term relationships with consumers. It combines creativity, psychology, data analysis, and business strategy to explain how organizations influence buying behavior and compete in modern markets. Students begin with core business courses such as accounting, finance, economics, statistics, management, and information systems to develop a strong understanding of how businesses operate overall. They then move into specialized marketing courses that focus on understanding consumers and markets in greater depth. Key required courses include Marketing Research, which teaches how to collect and analyze data to understand market trends; Consumer/Buyer Behavior, which explains why customers make certain purchasing decisions; Marketing Analytics, which focuses on using data to improve marketing strategies; and Marketing Workshop, which provides hands-on experience working on real marketing problems and campaigns. In addition to these core courses, students choose electives that allow them to specialize in areas such as digital marketing, international marketing, retail management, advertising, personal selling, marketing strategy, and new product development. These courses help students learn how to design advertising campaigns, manage brands, develop new products, and use digital platforms like social media and online advertising to reach customers effectively. The program emphasizes both analytical and creative skills, ensuring students can interpret market data while also developing compelling marketing strategies. By the end of the program, students complete a capstone experience that integrates everything they have learned by solving real-world marketing challenges. Overall, this option prepares students for careers in advertising, brand management, digital marketing, market research, sales, and product management, where they can use both data and creativity to influence consumer behavior and drive business success.