Marketing Concentration

The field of marketing is exciting, fast-paced, and filled with many roles across a wide range of industries—from advertising and product promotion, to public relations, sales, and market research.

The Becker College marketing concentration in the business administration program provides students with the knowledge to develop, implement, and coordinate marketing plans and programs. Focus is placed on marketing products and services, developing and implementing marketing strategies, retail marketing, consumer behavior, marketing research, and the challenges of international marketing.  Students enrolled in the marketing concentration at Becker College also gain practical application through an internship and a real-world capstone.

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Learning Outcomes

  • Communication: Students demonstrate effective written and oral communication including informed arguments, persuasion, synthesize complex data, and concepts.
  • Context: Students demonstrate comfort with and ability to effectively operate in: ambiguity, complexity, uncertainty, and change. Students will be adept at situational awareness. Students understand the historical context of their culture and they will view the world from a global lens acknowledging the diversity of cultures and values. Students demonstrate propositional thinking; they will test and iterate on ideas/solutions based upon feedback and learn from their own failures.
  • Quantitative: Students use quantitative and analytical methods to address unstructured business problems.
  • Ethics: Students demonstrate ability to evaluate decisions based on an awareness of relevant stakeholders in the creation of sustainable social, environmental, and economic value.
  • Cognitive Flexibility: Students demonstrate mastery of various thinking modes, notably analytic, synthetic, convergent, divergent, creative, and critical, and when to employ each type. Student demonstrate awareness of their own strengths and weaknesses and will seek continual improvements. Student demonstrate both self and social awareness and management to effectively play various roles on an interdisciplinary team from leader to contributor to participant (role fluidity). These skills are essential for all leadership and management roles.
  • Value Creation: Students identify, create, shape, and capture value through understanding economic models and the reality of industry disruption cycles.

Marketing Concentration


Freshman Year

Fall Semester

Course NameNumberCredits
Global Economics: Micro and Macro Perspective ECON1200 3
Managing Transitions: Change as a Norm CORE1001 3
Introduction to Psychology PSYC1001 3
General Education Elective 3
Introduction to Business Models MGMT1000 3

Spring Semester

Course NameNumberCredits
Marketing I - Creating, Marketing, Branding and Sales Strategies MKTG2004 3
Applied Business Statistics MATH2101 3
The New Normal: Exploring Unstructured Problems CORE-ENGL 3
General Education Elective 3
Open Elective 3

Credits Total: 30

Sophomore Year

Fall Semester

Course NameNumberCredits
Accounting and Finance I - Concepts and Tools ACCT2100 3
Supply Chains and Innovations MGMT2400 3
Marketing II - Analyzing Marketing, Branding and Sales Strategies MKTG3004 3
Marketing II - Analyzing Marketing, Branding and Sales Strategies CORE3100 3
Writing about Literature ENGL1003 3

Spring Semester

Course NameNumberCredits
Business Career Exploration MGMT2900 3
Accounting and Finance II - Financial Decision Making ACCT3100 3
Advertising MKTG2101 3
Open Elective 3
Science Elective w/ Lab 4

Credits Total: 31

Junior Year

Fall Semester

Course NameNumberCredits
Business Decision Making: Law, Ethics and Strategies MGMT3700 3
Marketing and Product Management MKTG3001 3
Consumer Behavior MKTG3005 3
Advanced Topics in Marketing MKTG4400 3
Business Analytics INFO3300 3

Spring Semester

Course NameNumberCredits
Career Internship MGMT4900 3
Humanities and Fine Arts Elective 3
Humanities and Fine Arts Elective 3
Open Elective 3
Open Elective 3

Credits Total: 30

Senior Year

Fall Semester

Course NameNumberCredits
Capstone I MGMT4101 3
Marketing Research MKTG4001 3
Data Visualization Or INFO2500 3
Business Elective
International Marketing MKTG4105 3
Open Elective 3

Spring Semester

Course NameNumberCredits
Capstone II MGMT4102 3
Developing Business Leadership MGMT4003 3
General Education Elective 3
Business Elective 3
Open Elective 3

Credits Total: 30