Program Details

Program Outline

Program Outline

Gain insights and real-world knowledge from marketing industry specialists, with a focus on topics such as advertising, international marketing, consumer behavior, public relations and promotion management.

You Can Learn How to:

  • Segment the market to achieve competitive advantage
  • Design a research project that includes defining the problem, developing an approach to it and formulating the research design
  • Analyze cases that focus on key marketing management tasks, such as marketing research, sales forecasting, product and brand management, distribution channels, pricing and promotion as well as advertising strategies
  • Assess decisions and employ methods for improving decision-making
  • Apply Use mathematical, statistical and research techniques to analyze contemporary business practices and functions
  • Apply the concepts and principles of finance and accounting to make effective decisions
  • Recognize and manage potential ethical and legal conflicts
  • Measure market demand and segment the market to achieve competitive advantage

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ACBSP USNEWS-2017
Courses

Courses

Degree Requirements

General Education
BUSN125Applied Business Mathematics4.5
COMP101Introduction to Computers4.5
COMP102Introduction to Computers Lab1.5
ECON220Microeconomics4.5
ECON224Macroeconomics4.5
ENGL106English Composition I4.5
ENGL107English Composition II4.5
HUMA205Art Appreciation4.5
HUMA215Topics in Cultural Studies4.5
PRES111Presentation Essentials4.5
SCIE206Biology4.5
SCIE207Biology Lab1.5
SCIE210Environmental Science4.5
SCIE211Environmental Science Lab1.5
General Education Electives (1)4.5
Total Credit Hours:58.5

General Electives

A combination of 8 electives dependent on Program

Total Credit Hours:36

Students enrolled in the Fashion Marketing Specialization Option are required to take: FASH 212, Historical and Contextual Studies, in place of HUMA 205 Art Appreciation; and FASH 209, Fashion Cycle, in place of one General Elective.

Lower Division Core
ACCT205Principles of Accounting I4.5
BUSN105Introduction to Business4.5
BUSN150Legal and Ethical Environment of Business4.5
MKTG205Principles of Marketing4.5
Total Credit Hours:18
Upper Division Core
ACCT310Managerial Accounting4.5
BUSN311Quantitative Methods and Analysis4.5
FINA310Financial Management4.5
MGMT310Management and Leadership of Organizations4.5
MGMT315Survey of Human Resource Management4.5
MGMT305Management Information Systems4.5
Total Credit Hours:27

Specialization Options

Marketing
HLTH340Marketing to an Aging Population4.5
MKTG305Marketing Management4.5
MKTG340Public Relations4.5
MKTG405Consumer Behavior4.5
MKTG408Advertising and Promotion Management4.5
MKTG410International Marketing4.5
MKTG450Marketing Campaign and Strategic Planning4.5
MGMT412Project Management4.5
MGMT499Program Capstone4.5

Total Credit Hours: 180

AIU's Bachelor of Business Administration (BBA), with all its specializations, is programmatically accredited by the Accreditation Council for Business Schools and Programs (ACBSP).

Classes Overview

Classes Overview

For a Bachelor of Business Administration degree with a specialization in Marketing, your classes may include:

Consumer Behavior

This course emphasizes consumer behavior in the marketplace and covered topics include analysis of consumer motivation, buying behavior, market adjustment and product innovation. Behavioral aspects of the marketing process from producer to ultimate user or consumer are considered.

Marketing Campaign and Strategic Planning

This is an integrative course in marketing planning and strategy. It is applications-oriented, focusing on developing a marketing plan with a focus on customer relationship management. Students will apply theory and concepts in the areas of marketing, management, economics, and finance in the marketing planning process.

Advertising and Promotion Management

This course presents a total marketing communication function in planning and managing programs for advertising products and services. Topics include preparatory research, objective setting, budget planning, media, creative programs and evaluation of advertising effectiveness.

Marketing Management

This course explores the application of management principles to the marketing function. Emphasis is placed on the application of planning, implementation, controlling, and evaluation of marketing strategies as the means for achieving an organization's objectives.

Marketing Research

This course studies the nature and scope of research techniques employed in gathering information concerning marketing and advertising procedures. Subjects include sources and collection of data, sampling, interpretation of data, and research in areas of motivation and consumer behavior. It also employs the use of quantitative and qualitative data analysis and interpretation.

Managing Organizational Change

This course presents a total marketing communication function in planning and managing programs for advertising products and services. Topics include preparatory research, objective setting, budget planning, media, creative programs and evaluation of advertising effectiveness.

International Marketing

This course explores the development of a marketing and management strategies in an international setting. The complexities of product, price, promotion, and distribution in the global marketplace are explored. Emphasis is placed on international business constraints such as cultural diversity, political environment, foreign financial markets, and trade regulations.

Public Relations

This course integrates communications strategy with organizational mission statements, demonstrates stakeholder and issues management techniques, and considers ethical dilemmas in public relations situations. Public relations cases are examined in order to learn effective strategic and tactical answers to public-perception problems and opportunities.

Building Teams and Resolving Conflict

One of the most important marketing decisions is determining the price of a product or service. This is a survey course that explores the pros and cons of various pricing techniques. Using economic foundations, a conceptual framework is developed to enable effective decisions.

Marketing to an Aging Population

This course applies market segmentation strategies to the aging population and investigates related decision makers with insight on how marketing can influence decisions. Marketing strategies are discussed including those through a variety of public media options as well as internal to the serving organization. Ethics are a component of this course.

Quantitative Methods and Analysis

In this course, students will learn the fundamentals of probability, statistics, and their applications in business decision making.

Program Capstone

The emphasis in this course is on applying and synthesizing concepts and techniques from all previous business/concentrations courses. The class sessions are designed to familiarize students with the many dimensions of business, with special emphasis on the area of specialization.


Course content subject to change.

Tuition and Fees

Tuition and Fees

Total tuition for this degree program may vary depending on your educational needs, existing experience, and other factors.

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By clicking the button below you agree to be contacted by AIU about education services (including through automated and/or pre-recorded means, e.g. dialing and text messaging) via telephone, mobile device (including SMS and MMS), and/or email, even if your telephone number or email address is on a corporate, state or the National Do Not Call Registry, and you agree to our Terms of Use and Privacy Policy. You understand that your consent is not required as a condition to purchase a good or service. Msg and data rates may apply.

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