Marketing

The Barney School offers a major in Marketing for students aspiring to leadership positions in the private, public and non-profit sectors. The marketing specialization includes courses in Principles of Marketing, Consumer Behavior, Marketing Research, and upper-level courses in areas such as Marketing Communications, Retailing, and Sales Management. The curriculum is integrated through a capstone course in Marketing Strategy.

To assist students interested in pursuing careers in specialized areas of marketing, specific courses of study are outlined for International Marketing, Retailing, Marketing Communications, and Services Marketing. These concentrations designate courses to fulfill the required and elective segments of the marketing major. Those interested in pursuing one of these career tracks should consult with their major advisor. When available, internships with area organizations are offered to qualified students as an elective in the major.

The American Marketing Association

The American Marketing Association (AMA) is an international organization dedicated to helping students to: (1) understand the role of marketing in today's society, (2) develop professional marketing skills, (3) practically apply "the classroom experience"and (4) network with top marketing professionals. Membership in the AMA Collegiate Chapter offers students the opportunity to lead, manage, and participate in a range of activities and programs designed to educate the marketing practitioners of tomorrow.

Website Resources

American Marketing Association : http://www.ama.org

Total Credits Required for Bachelor of Science in Business Administration: 123

Requirements for the Major
Required courses:21
(To fulfill professional major requirements in the standard
degree program for business administration)

Junior and Senior Years     Click on any course number to see all course descriptions.

Course # Course Title Offered
MKT 340 Consumer Behavior All
MKT 420 Marketing Research Each semester
MKT 454 Marketing Strategy All
MKT 480 Internship Both semesters & summer


Two elective courses should be selected in consultation with an advisor from the list below.

Course # Course Title Offered
MKT 325 Marketing Communication Fall and Spring
MKT 330 Retail Management Fall
MKT 332 Merchandising Spring
MKT 335 Personal Selling & Sales Management Fall
MKT 350 Multinational Marketing Spring
MKT 482 Small Business Practicum Spring
MKT 490 Special Topics in Marketing Occasionally

A seventh course is required. Marketing majors may take a third elective in Marketing or take ONE of the following communication or management courses as a major elective with advisor approval (if prerequisites are met):

Course # Course Title Offered
ENT 314 Principles of Entrepreneurship Spring only
MGT 315 Group Dynamics & Interpersonal Relations Spring only
MGT 418 Ethics of Management Fall only
MGT 420 Seminar in Management Fall only
MGT 422 Work Force Diversity Spring only
MGT 425 Introduction to Negotiations Spring only
MGT 421 Leadership in the 21st Century Fall only
MGT 491 Selected Topics in Management* Occasionally
CMM 240 Introduction to Media Fall only
CMM 260 Communication and Advertising Fall only
CMM 270 Introduction to Public Relations Fall only
CMM 360 Advertising Copywriting and Layout Spring only

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Success Story

Success Story Photo

While a student in the Barney School of Business, Herb Miller, Jr.’s (BSBA ’68) passion for learning was evident.