COURSE CURRICULUM

The Bachelor of Business Administration (BBA) in Marketing at Wichita State University requires a minimum of 120 credit hours and is designed to prepare students for professional careers in marketing, advertising, sales, digital marketing, brand management, market research, and customer relationship management. In addition to completing the university’s General Education requirements, students must satisfy the requirements of the AACSB-accredited W. Frank Barton School of Business, including 27 credit hours of BBA core coursework and 20 credit hours of Advanced Standing requirements. The marketing major includes foundational courses such as Marketing Research, Consumer Behavior, Marketing Research II, and Strategic Marketing Management, which provide students with a deep understanding of consumer decision-making, market analysis, data interpretation, marketing strategy development, and business growth. Students further customize their degree by completing at least 9 credit hours of directed electives from specialized areas such as Innovations in Retailing, Service Experience Management, International Marketing, Brand Planning and Promotion, Professional Selling, Digital Marketing, Marketing Workshops, Marketing Technology, and selected marketing seminars. In addition, students may choose up to 3 credit hours from approved electives that broaden their business knowledge through courses in Behavioral Economics, Digital Entrepreneurship, Human-Centric Design Thinking, Blockchain Fundamentals, and Blockchain Applications. Open electives allow students to reach the 120-credit-hour graduation requirement and explore additional academic interests. The curriculum combines analytical, creative, technological, and strategic business skills, enabling students to understand customer needs, evaluate market opportunities, develop effective promotional campaigns, and make data-driven marketing decisions. Through Wichita State’s emphasis on applied learning, students gain practical experience through internships, research projects, and industry collaborations before graduation. Graduates are prepared for careers as marketing specialists, digital marketing analysts, brand managers, advertising coordinators, sales representatives, market research analysts, customer experience managers, product managers, social media strategists, and business development professionals. The program also provides excellent preparation for graduate studies in business, marketing, communications, and related fields. By integrating business fundamentals with advanced marketing concepts and real-world experiences, the BBA in Marketing equips graduates with the knowledge, creativity, and leadership skills needed to succeed in today’s rapidly evolving and technology-driven marketplace.