COURSE CURRICULUM

The Bachelor of Science in Business (BSB) in Marketing at Wright State University provides students with a comprehensive understanding of how organizations identify customer needs, develop products and services, communicate value, and build long-term customer relationships. The program combines business fundamentals with specialized marketing knowledge, preparing graduates for careers in advertising, digital marketing, sales, branding, market research, retail management, public relations, product management, and strategic planning. Students complete a 120-credit curriculum consisting of the Wright State Core, Business Core, Marketing major courses, and electives. The Business Core covers accounting, finance, economics, statistics, information systems, management, operations, business law, ethics, and strategy, providing a strong foundation in business operations. Marketing-specific coursework focuses on Consumer and Organizational Buyer Behavior, Marketing Research and Decision Making, and Marketing Strategy, helping students understand customer behavior, analyze market opportunities, conduct research, and develop effective marketing plans. Students choose between a General Marketing Concentration or a Business Analytics Concentration. The General Marketing track allows students to specialize through courses such as Digital Marketing, International Marketing, Retailing and E-Commerce, Integrated Marketing Communications, Entrepreneurship, Services Marketing, Marketing Analytics, and internships. The Business Analytics track combines marketing with data analysis, visualization, and predictive analytics, preparing students to make data-driven marketing decisions. The program emphasizes practical application through major marketing projects, research activities, case studies, and real-world business challenges. Graduates develop skills in communication, creativity, problem-solving, strategic thinking, consumer analysis, market research, and digital technologies. Career opportunities exist in corporations, agencies, nonprofit organizations, healthcare systems, retail companies, media organizations, and entrepreneurial ventures. The degree is especially valuable in today's digital economy, where businesses increasingly rely on customer insights, online marketing, social media, analytics, and data-driven strategies to compete effectively. For students seeking a blend of business, creativity, communication, and analytics, Marketing offers one of the most versatile and career-flexible business degrees while also providing a strong foundation for graduate study and leadership positions in diverse industries.