Marketing Bachelor's Degree

Attain the marketing skills and business acumen vital to today's ever-expanding global business environment by pursuing a bachelor's degree in marketing.

Fueled by increasing globalization and the developing role of the Internet in business, the field of marketing is constantly evolving. As global competition intensifies, organizations increasingly rely on skilled professionals to identify and develop profitable new products and markets.

With a bachelor's degree in marketing from UMUC, you'll be equipped to pursue a broad spectrum of positions, such as marketing manager, marketing research analyst, sales manager, and more in private and public corporations, marketing agencies, or entrepreneurial endeavors.

This program is also available as a minor.

Your Coursework in Marketing

In your marketing courses, you'll study the strategic marketing processes for consumer and organizational markets, including environmental scanning and positioning; marketing research and analysis; segmentation, targeting, and positioning; product development and differentiation; valuation and pricing; channel and value-chain management; integrated marketing communications; and relationship building. You'll also examine consumer behavior and consumer relationship management, global marketing, online marketing, and sales management.

What You'll Learn

Through your coursework, you will learn how to

  • Apply marketing knowledge and skills to meet organizational goals through analytic and managerial techniques related to customers, executives, finance, information technology, law, operational domains, and customer relations
  • Employ strategic marketing skills, including scenario planning, market intelligence, customer profiles, marketing plans, and competitive analysis, to respond to organizational marketing challenges
  • Conduct research, analyze data, create effective marketing plans, and support decisions that meet the needs and desires of global customers
  • Act with personal and professional integrity in the global marketplace of employers, peers, and customers
  • Cultivate and maintain positive interpersonal relationships based on engagement and positive interaction with teams, managers, and customers

Coursework Examples

In past projects, students have had the opportunity to

  • Prepare an integrated marketing communications plan
  • Submit a strategic marketing plan for an established business
  • Select a target market for a specific product, apply consumer data to identify market segments, and develop a marketing mix strategy for those segments
  • Analyze a real-world marketing situation as presented in a case study
  • Defend and support marketing recommendations in a formal written document

Degree Requirements

A degree with a major in marketing requires the successful completion of 120 credits of coursework, including 36 credits for the major; 41 credits in general education requirements; and 43 credits in the minor, electives, and other degree requirements. At least 18 credits in the major must be earned in upper-level courses (numbered 300 or above). See overall degree requirements.

Courses in the Major (36 Credits)

Minor and Elective Courses (43 Credits)

Principles of Microeconomics (3 Credits, ECON 203) (related requirement for the major)

General Education Courses (41 Credits)

Since some recommended courses fulfill more than one requirement, substituting courses for those listed may require you to take additional courses to meet degree requirements. Consult an advisor whenever taking advantage of other options. See information on alternate courses (where allowable) to fulfill general education requirements (in communications, arts and humanities, behavioral and social sciences, biological and physical sciences, mathematics, and interdisciplinary issues).

Research Course

Introduction to Research (1 Credit, LIBS 150) (to be taken in first 6 credits)

Writing Courses

Arts and Humanities Courses

Behavioral and Social Science Courses

Biological and Physical Sciences Courses

Math Course

College Mathematics (3 Credits, MATH 103)
or other 3-credit MATH course at or above the level of college algebra

Computing Courses

Career Services

Whether you are a current student, alumnus, prospective student or employer, Career Services offers you easy access to career-related support and resources.

Current students and alumni can take advantage of many valuable services, including

  • Career mapping
  • Resume and cover-letter tips
  • Job fair preparation
  • Resources to find job opportunities
  • Strategies for the federal job search
  • Interview preparation

Prospective students are eligible for general Career Planning and Career Change advising as it relates to potential UMUC studies only.