Program Details

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

General Education

BUSN 125Applied Business Mathematics


COMP 101Introduction to Computers


COMP 102Introduction to Computers Lab


ECON 220Microeconomics


ECON 224Macroeconomics


ENGL 106English Composition I


ENGL 107English Composition II


HUMA 205Art Appreciation


HUMA 215Topics in Cultural Studies


PRES 111Presentation Essentials



SCIE 206Biology


SCIE 207Biology Lab


SCIE 210Environmental Science


SCIE 211Environmental Science Lab


General Education Electives (1)


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

ACCT 205Principles of Accounting I


BUSN 105Introduction to Business


BUSN 150Legal and Ethical Environment of Business


MKTG 205Principles of Marketing


Total Credit Hours:18

Upper Division Core

ACCT 310Managerial Accounting


BUSN 311Quantitative Methods and Analysis


FINA 310Financial Management


MGMT 310Management and Leadership of Organizations


MGMT 315Survey of Human Resource Management


MGMT 305Management Information Systems


Total Credit Hours:27



HLTH 340Marketing to an Aging Population


MKTG 305Marketing Management


MKTG 340Public Relations


MKTG 405Consumer Behavior


MKTG 408Advertising and Promotion Management


MKTG 410International Marketing


MKTG 450Marketing Campaign and Strategic Planning


MGMT 412Project Management


MGMT 499Program Capstone


Classes Overview

At AIU, more of your program courses will be focused on this specialization than at other similar schools. For a Bachelor of Business Administration degree with a specialization in Marketing, your classes can 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.

Ways to Save

From grants to military service to transfer credit, see the variety of ways you can save time and money on your degree at AIU.

  • Scholarships & Grants - AIU offers a number of institutional scholarships and grants that can help eligible students offset the program cost and help reduce out of pocket costs
  • Military Discounts– AIU Online offers a 45% tuition discount to active military undergraduate students and a 20% tuition discount to active military graduate students, including members of the Reserves and National Guard
  • Transfer Credit – AIU’s transfer-friendly policy lets you transfer in up to 75% of the qualifying credits you need toward your degree
  • Prior Learning Credit – You can receive credits for past college courses, military service, or work experience

For more information, download AIU guides below:

  • Financial Aid Guide: Our guide to financial aid can answer your initial questions and help you prepare to apply for financial aid
  • Scholarships and Grants Guide: Learn about the scholarships and grants offered by AIU along with details about eligibility
  • Transfer Credits Guide: This guide explores how to transfer your credits from other schools—and earn college credit for your past work and military experience

Career Paths

Marketing is a fast-growing field. Individuals exploring marketing career opportunities have reason to be optimistic about their futures. The U.S. Department of Labor expects to see a 19% growth by 2024 from 2014* for market research analysts jobs, much higher than the national average. With positions in areas ranging from public relations to advertising to research, a degree in marketing provides a number of opportunities to move marketing careers forward. With a strong job outlook and a growing need for employees possessing a knowledge base in marketing management, consumer behavior and advertising and promotion management, a career in marketing could be right for you.

Market Research

Studying market conditions in local, regional or national areas to examine potential sales of a product or service and helping companies understand what products people want, who will buy them and at what price.

Public Relations

Creating and maintaining a favorable public image for your clients. Tasks may include writing material for press releases, planning and directing public-relations programs, and raising funds for the organization.

Advertising & Promotions

Planning programs to generate interest in a product or service and working with art directors, sales agents and financial staff members.

Account Management

While working directly with clients on media, advertising and promotion campaigns, tasks may include managing clients, budgets and project milestones from beginning to end—with the end goal of client satisfaction and customer service.

Marketing Management

Working with sales, finance and advertising to identify consumer needs, develop products or services, and oversee ad campaigns. This often involves determining current trends for products and services and identifying the best market for them.

* Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, 2016-17 Edition, Market Research Analysts, on the Internet at (visited March 22, 2016).


AIU’s business administration degree programs with all their specializations are programmatically accredited by the Accreditation Council for Business Schools and Programs (ACBSP).Learn More

The ACBSP accreditation means that AIU’s business administration programs meet the rigorous standards of this leading accreditation association. It helps ensure that what we teach is industry-current and industry-relevant in today’s business environment and can make your education more meaningful in the marketplace.

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Classes Start November 21, 2016