Bachelor of Business
Administration (BBA)
in Marketing
4-week
COURSES
Year-round
enrollment
240K+ Alumni Worldwide
Overview
This concentration is organized around a managerial framework that gives students an understanding of the concepts of marketing, as well as the application of these concepts in making decisions and managing marketing activities. There is a wide range of opportunities in marketing, including senior executive management, international marketing management, product management, marketing management, marketing research, pricing analysis, pricing manager, promotional management, advertising management, digital marketing management, and emerging position in technology-driven marketing science and channel management/business development. Students must successfully complete the following courses for a concentration in marketing, with at least four of them in residence at National University. It is recommended that students take these courses toward the end of their program after completing the upper-division core courses in their program.
Admission Requirements
In preparation for your Bachelor of Business Administration studies, you’re required to complete the following courses or equivalents:
- MNS 205 – Introduction to Quantitative Methods
OR
- MTH 215 – College Algebra and Trigonometry
OR
- MTH 220 – Calculus I
- MTH 210 – Probability and Statistics
- ECO 203 – Principles of Microeconomics
- ECO 204 – Principles of Macroeconomics
- ACC 201 – Financial Accounting Fundamentals
- ACC 202 – Managerial Accounting Fundamentals
- LAW 204 – Legal Aspects of Business I
Course Details
Required Courses
For the Bachelor of Business Administration degree with a specialization in Entrepreneurship, you must complete ten foundational courses and four specialization courses.
Foundational Course Listings
Course Name
Introduction to the roles of managers and the vision, mission and goals of organizations. Investigates management theories and explores the four primary functions of managers: Planning, Organizing, Leading and Controlling. Covers issues related to human resource management, organizational structure and behavior, creative problem solving, effective communication, and the management of teams, change and innovations.
This course is the introduction to contemporary marketing theory and practice in both the local and global marketplace. Basic concepts of marketing are examined with an emphasis on marketing positioning, segmentation and targeting as well as product development and distribution.
Overview of Information Systems (IS) infrastructure and its utilization in today’s global business environment. The use of technological tools and the role of information systems will be discussed from the organizational strategic, tactical and operational view. Students learn how to choose and utilize information and knowledge to gain competitive advantage in the industry.
Prerequisite: ACC 201
This course is a survey of the basic principles and concepts used in the financial management of a business enterprise addressed from both theoretical and practical standpoints. Topics include money and capital markets, financial management of working capital, capital budgeting and fixed asset management, cost of capital, and short-term and long-term financing by means of debt and equity capital.
Exploration of values and ethics in businesses that operate locally and internationally. Moral philosophies, values, conflict of interests, discrimination, business cultures, and ethical standards are critically presented. Ethical leadership of people, technology and sustainability are used in the development and implementation of ethical business programs.
Prerequisite: MNS 205 and MTH 210
An introduction to the fundamentals of business analytics. Focuses on the management science approach for problem solving, the application of linear programming, the use of decision analysis techniques, as well as project management tools. It is practical and students gain advanced skills in Excel. This course is a prerequisite for MGT 451.
Prerequisite: MNS 407
A survey of the fundamental concepts of production and operations management. Use of quantitative methods for forecasting, resource allocation, capacity planning, inventory management, and quality assurance. Focus is on improving production efficiency while simultaneously enhancing effectiveness through better managerial decision. Concludes with management skills to align the organization with external suppliers and customers using Supply Chain Management. Students who have taken MGT 351 cannot take MGT 451.
Prerequisite: ECO 203 and ECO 204
A study of the accelerating internationalization of all business, this course introduces upper-division undergraduate students to all facets of international business within three broad subject areas: (1) the economic framework of international business, (2) the operating frameworks of multinational corporations, and (3) a framework for global strategic management. It uses case studies to illustrate concepts and methods.
Prerequisite: MNS 205, or MTH 215, or MTH 220 and MTH 210; ECO 203; ECO 204; ACC 201; ACC 202; LAW 204; BIM 400; MGT 309; MGT 400; FIN 310; MNS 407; MKT 302A; IBU 430; MGT 451
Students apply the principal concepts and skills learned in each of their BBA program core courses to real-world business situations. Students’ ability to integrate this knowledge and to apply and articulate critical analysis to cases and other assignments are among the key objectives of this course. This is the first part of a two-part sequence. The focus of part A is on scanning and evaluating a current business situation for strategic planning.
Prerequisite: BUS 485A with a minimum grade of C. C is the minimum satisfactory grade to complete the first part of the capstone. Students need to have the business scanning complete in order to create business strategies for the next five years in the second part of the capstone.
Second part of the BBA capstone sequence. It builds on BUS 485A by focusing on 5-year strategies, as well as implementation, evaluation, and control of the strategic plan. Students also take the BBA program comprehensive exam in this class.
Specialization Courses
Course Name
Prerequisite: MKT 302A
An introduction to the cultural environment of global markets, including such topics as cultural dynamics, management styles, and political and legal environments. Students learn how to assess global marketing opportunities as well as develop and implement strategies to capitalize on those opportunities.
Prerequisite: MKT 302A
A course that gives the student an overview and practical application of contemporary methods for gathering, analyzing, and preparing market research for use in marketing decision making. It focuses on defining organizational information needs and designing appropriate research methods to obtain it. Specific topic areas include qualitative and quantitative research methods, secondary research, internal market intelligence systems, and data analysis.
Prerequisite: MKT 302A
This course gives the student an overview and practical application of emerging business models in contrast to the traditional business models within the strategic marketing plan. It focuses on defining customer lifetime value in the emerging platform business world. Specific topic areas include sharing economy, subscription services, fractional ownership, value exchange, data monetization, business to individual, and inventory-free retail.
Prerequisite: MKT 302A
This course gives the student an overview and foundational understanding of the product management role and its importance in marketing decision-making. It focuses on the underlying strategy for the introduction of new products and services. Specific topic areas include product strategy, product development, and product lifecycle management.
Prerequisite: MKT 302A
This course is designed to provide a contemporary view of consumer behavior. The course will delve into the psychology of marketing and the impact cognitive biases have on consumer decision-making. A focus on consumer motivations, brand loyalty, influence marketing, and adoption models in emerging markets. Specific areas covered are self, personality, lifestyle, and the consumer decision-making process.
Prerequisite: MKT 302A
This course is designed to assist students pursuing a marketing career in the service industry, but is also a pivotal course for all marketers to understand, given the rise in the service sector. The course provides a comprehensive overview of the various methods deployed in the service sector for use in marketing decision-making. It focuses on defining the seven Ps of service marketing and the gap model of service quality and the role of technology in services marketing. Specific topic areas include the customer experience of service quality and service as a competitive advantage.
Learning Outcomes
In addition to the academic outcomes for all Bachelor of Business Administration graduates, students completing the Marketing specialization will learn to:
- Understand the core principles of contemporary and emerging marketing leadership, strategies and technologies.
- Apply traditional and emerging marketing concepts, including promotional strategies, to management decision making.
- Demonstrate a globally diverse mindset in applied marketing, with empathy towards local cultures.
Program Disclosure
Successful completion and attainment of National University degrees do not lead to automatic or immediate licensure, employment, or certification in any state/country. The University cannot guarantee that any professional organization or business will accept a graduate’s application to sit for any certification, licensure, or related exam for the purpose of professional certification.
Program availability varies by state. Many disciplines, professions, and jobs require disclosure of an individual’s criminal history, and a variety of states require background checks to apply to, or be eligible for, certain certificates, registrations, and licenses. Existence of a criminal history may also subject an individual to denial of an initial application for a certificate, registration, or license and/or result in the revocation or suspension of an existing certificate, registration, or license. Requirements can vary by state, occupation, and/or licensing authority.
NU graduates will be subject to additional requirements on a program, certification/licensure, employment, and state-by-state basis that can include one or more of the following items: internships, practicum experience, additional coursework, exams, tests, drug testing, earning an additional degree, and/or other training/education requirements.
All prospective students are advised to review employment, certification, and/or licensure requirements in their state, and to contact the certification/licensing body of the state and/or country where they intend to obtain certification/licensure to verify that these courses/programs qualify in that state/country, prior to enrolling. Prospective students are also advised to regularly review the state’s/country’s policies and procedures relating to certification/licensure, as those policies are subject to change.
National University degrees do not guarantee employment or salary of any kind. Prospective students are strongly encouraged to review desired job positions to review degrees, education, and/or training required to apply for desired positions. Prospective students should monitor these positions as requirements, salary, and other relevant factors can change over time.