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.

This program is also available as a minor.

About the Marketing Bachelor's Degree

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

Marketing Bachelor's Degree Requirements

Our curriculum is designed with input from employers, industry experts, and scholars. You'll learn theories combined with real-world applications and practical skills you can apply on the job right away.

Courses in the Major

This program requires 36 credits of coursework in the major.

  • BMGT 110
  • ACCT 301
  • BMGT 496
  • MRKT 310
  • MRKT 354
  • MRKT 395
  • MRKT 410
  • MRKT 412
  • MRKT 454
  • MRKT 457
  • MRKT 314 or any MRKT course
  • MRKT 495

Related Required Courses

The following may be applied to general education or elective requirements:

  • ECON 201
  • ECON 203
  • IFSM 300

Electives

This program requires 43 credits of minor and/or elective coursework.

General Education Requirements

UMGC outlines the options available to fulfill the 41 credits of general education coursework for bachelor's degrees on the General Education Requirements webpage.

In addition to the major, elective, and general education courses and requirements outlined on this page, please review the overall bachelor's degree requirements.

Career Preparation

This position is designed to help prepare you for a career in marketing management, marketing research, or sales in private and public corporations, marketing agencies, or entrepreneurial endeavors.