Bachelor of Science
Marketing is a fundamental activity in corporate and not-for-profit organizations. The emphasis on metrics, cost-effective operations, value delivery systems, customer satisfaction and brand loyalty in today’s economy make marketing a priority in all business settings. The marketing major prepares students for careers in digital marketing, product development, brand management, advertising, personal selling, and consumer research. Practical application of marketing theory is highlighted in the required capstone experience.
The Marketing program is designed to help students gain the integrated communication, marketing, management, and research skills needed for success in today’s high-tech, big data business environment. The program prepares students to work in a fast growing career field by combining the foundations of digital marketing with relevant applications and analytical techniques.
Coursework examines the ways that digital technology affects communication and marketing strategies. Students learn to plan, implement, and measure the results of marketing campaigns using various software, web, and social media platforms. The curriculum also includes real-world case studies, providing opportunities for students to leverage the analysis and marketing channels that are widely used in today’s business settings.
Program Requirements
| Code | Title | Credits |
|---|---|---|
| Required Courses | ||
| COM/WRI-2220 | Digital Content Writing | 4 |
| COM/GRD-2850 | Visual Communication | 4 |
| MKT-2300 | Principles of Marketing | 4 |
| MKT-2370 | Integrated Marketing Communication and Brand Building | 4 |
| MKT-2390 | Marketing Research for Consumer Insight | 4 |
| MKT-3330 | Strategic Sales and Customer Relationship Management | 4 |
| MKT-3630 | Digital Strategy and Automation | 4 |
| MKT-4940 | Marketing Internship | 4 |
| MKT-4990 | Contemporary Topics in Marketing | 4 |
| Selected Course | ||
| Select 4 semester hours of the following: | 4 | |
| Business Data Analytics | ||
| Data Mining and Visualization | ||
| Total Credits | 40 | |
Undergraduate Degree Requirements
A student who graduates from Aurora University with a baccalaureate degree will have met the following requirements:
- Completion of all requirements for an approved major (with no grades lower than “C”).
- Overall completion of at least 120 semester hours of coursework with a GPA of at least 2.0 on a 4.0 scale (a course may be utilized only once in application toward a degree requirement, unless otherwise noted in the academic regulations). The 120 semester hours of coursework must include:
- At least 52 semester hours completed at a senior college.
- Residency Requirement - At least 30 semester hours completed at Aurora University, including the last 24 semester hours in the degree, and including at least 18 semester hours in the major. (Portfolio assessment credit, life and vocational experience credit, off-campus experience credit, examination credit, participation credit, and block credit, shall not count toward the residency requirement).
- Upper-Division Requirement - A minimum of 30 semester hours numbered 3000 or above. Of these 30 semester hours, 15 semester hours must lie within the major and 15 semester hours must be completed at Aurora University.
- Completion of all General Education requirements (with no grades lower than “C”), as follows:
- Quantitative and Formal Reasoning competency requirement
- ENG-1000 Introduction to Academic Writing
- IDS-1200 Discover What Matters or GWC-1000 or IDS-3040 Global Justice
- IDS-1150 First Year Experience or GWC-4000 - Not required for Transfer or AU Online students)
- Satisfactory participation in the junior-year mentoring and assessment process designed to guide students to successful completion of their degree and to encourage planning for next steps beyond graduation. (IDS-3500 Junior Mentoring Program I and IDS-3550 Junior Mentoring Program II - Not required for ADC or AU Online students)
- Distribution Requirements
Students will complete one approved course1 from each of the following categories:- Artistic Literacy
- Cultural Literacy
- Human Inquiry
- Scientific Inquiry
In addition to the above, ADC and Online students will also complete one approved course1 from the following category:
- Integration and Application
| 1 | Only courses that are approved to meet the distribution requirement can be used toward this requirement. See the list of approved courses for available options. Courses taken to meet distribution requirements are 4 semester hours apiece, with the following exceptions:
|
Learning Outcomes
- Marketing Mix: Students will demonstrate an understanding of the combination of factors (product, price, place, promotion) that influence consumers. This foundational outcome aligns with the department’s mission statement in preparing students for preparing a brand for a successful offering.
- Marketing Strategy: Students will be able to develop effective marketing plans that demonstrate an understanding of target marketing, positioning, and competitive analysis. This outcome aligns with the department’s mission statement in providing learning experiences in creating strategies for organizations that leverage internal and external strengths.
- Marketing Management: Students will demonstrate an understanding of the key areas of marketing management, including planning, implementation, evaluation, and control. This outcome aligns with the department’s mission statement in conjunction with other business major mission statements to view an organization as a whole, and apply management principles to marketing teams.