Marketing Management with Digital Marketing Emphasis (B.B.A.)

73 hours

The Marketing Management program prepares students for traditional marketing, promotion, sales, sales management, and marketing research responsibilities. This specialization develops skills for the recognition and analysis of marketing problems, both from the organizational and external market perspectives.

An OC graduate with a Bachelor of Business Administration degree in Marketing will:

1. Gain competency in the foundational areas of business.
2. Understand the importance of ethics, values, morals, and social responsibility and relate them to the Christian worldview.
3. Possess critical thinking, analytical, and problem-solving skills.
4. Be able to work effectively in a global context.
5. Develop professional and persuasive communication skills.
6. Demonstrate understanding of the 5th P of marketing, People.
7. Demonstrate understanding of Quantitative Research Techniques and Statistics.
8. Effectively apply the elements of the AIDA model in the analysis of marketing communication.
9. Distinguish differences between Features, Advantages, and Benefits (FABs) and develop Features, Advantages and Benefits statements for a particular product.
10. Understand the essentials of market segmentation, targeting, and positioning and their use in strategic marketing.
11. Understand the essential components of a marketing plan, its purpose and role within the organization, and be able to develop a basic marketing plan framework.

Students must complete a minimum of 122 hours including the major, core, and minor if required. Elective hours may be needed to reach 122 hours.

1 HOUR INTRODUCTION TO BUSINESS CHOSEN FROM

• BUSA-1111 Business Orientation: Boot Camp
• BUSA-1211 Introduction to Business

21 HOURS LOWER DIVISION

• ACCT-2113 Accounting Principles I
• ACCT-2213 Accounting Principles II
• BUSA-1011 Foundations for Growth and Success
• BUSA-2011 Skills for Career and Calling
• BUSA-3011 Strategies for Purpose-Driven Success
• ECON-2113 Macroeconomic Principles
• ECON-2213 Microeconomic Principles
• INFO-1013 Business Software Tools
• INFO-2013 Business Analytics

3 HOURS MATHEMATICS

• MATH-1173 Quantitative Reasoning

21 HOURS UPPER DIVISION

• BUSA-3213 Business Law
• BUSA-3713 Business Ethics
• COMM-3113 Business and Professional Communication
• FINC-3313 Principles of Finance
• INFO-3613 Management Information Systems
• MGMT-3113 Principles of Management
• MKTG-3313 Principles of Marketing

3 HOURS CAPSTONE

• MGMT-4613 Strategic Management

3 HOURS REQUIRED SPECIALIZED

• MKTG-3513 Digital Marketing

12 HOURS OF SPECIALIZED REQUIRED

• MKTG-2413 Consumer Behavior
• MKTG-3713 Sales Management and the Sales Process
• MKTG-4513 Marketing Research and Analysis
• MKTG-4613 Marketing Management

6 HOURS DIGITAL MARKETING REQUIRED

• COMM-2813 Social Media and Advertising Principles
• MKTG-3733 Promotional Strategies

3 HOURS DIGITAL MARKETING ELECTIVES CHOSEN FROM

• ARTS-1103 Digital Imaging I
• MKTG-4993 Internship in Marketing