- Degree Level
- Undergraduate
- Degrees Offered
- Bachelor of Arts, Bachelor of Science
- school/college
- School of Global Business
Bachelor of Arts and Bachelor of Science in Marketing
Marketing is the function that connects an organization to its consumers and stakeholders. Marketing helps an organization understand the needs and wants of its consumers and helps in satisfying those needs. Marketers perform the critical function of being the link between consumers and all other functions of an organization.
In your pursuit of a marketing major, you will learn about human behavior and how that impacts the decision making of consumers. You will learn about using data to generate insights about buyers and how those insights lead to the creation of strategic marketing campaigns that will help organizations. You will have many opportunities – through coursework, internship and capstone, to apply your knowledge about product, price, distribution, promotions and human behavior to address real world issues. Courses in the Marketing major utilize teaching methods such as case analysis, experiential exercises, simulations and live projects. Faculty with research and professional experience offer real-world examples of marketing in action.
As an Arcadia graduate, you will gain a global perspective of marketing’s role as well as hone your marketing skills to benefit not only your organization and consumers, but the communities in which we live. Here, you will also have ample opportunities to study abroad and develop a diverse range of perspectives about marketing and its role in society, all within your graduation timeline.
Students who graduate with a major in marketing can find employment in both the for-profit and not-for-profit sectors. Marketing graduates typically work in fields such as:
- Branding and Product Management
- Sales and Retailing
- Digital and Social Media
- Advertising
- Marketing Research
- Customer Relationship Management
By the end of your Marketing program, you will have:
- Gained specialized knowledge in the field of marketing
- Enhanced your Critical Thinking and Analytical Skills
- Improved your Communication Skills
- Developed a Global Perspective
- Demonstrated Personal Development
- Strengthened your Ethical Decision Making Skills
Bachelor of Arts in Marketing
Students enrolling in the program will have to complete a total of 64 credits through following courses as requirements to the Major.
- Core Business Curriculum – 16 credits (4 courses)
- Cognate Courses – 16 credits (4 courses)
- Core Marketing Courses – 16 credits (4 courses)
- Electives – 8 credits (2 courses)
- Capstone Experience
Bachelor of Science in Marketing
Students enrolling in this program will have to complete a total of 74 credits through following courses as requirements to the Major.
- Core Business Curriculum – 20 credits (5 courses)
- Cognate Courses – 22 credits (6 courses)
- Core Marketing Courses – 16 credits (4 courses)
- Electives – 8 credits (2 courses)
- Capstone Experience – 8 credits (2 courses)
Explore a Typical Course Path to Graduation
Featured Courses
International Marketing
Required Course
This course explores international marketing with respect to Europe in an experiential fashion. Students study on the Arcadia University campus for two weeks then engage in two weeks of study in England, returning to Arcadia University for two final weeks. Specific topics covered include the European Economic Community, product planning, U.S. brands in the British marketplace, British advertising and promotion techniques, and comparisons of the U.S. and British markets.
Sport Marketing
Elective Course
This is an upper-level marketing course focused on theories and issues related to marketing sports. Grounded in marketing theory, it focuses on the application of the marketing mix (product, price, place, and promotion) to a sports environment. The context of the material studied here is the sport arena and includes such topics as fan involvement, sponsorship, team identification, revenue sources (concessions, merchandise, amenities, etc.), and sport as entertainment. The course content is consistent with expectations set forth by COSMA (Commission on Sport Management Accreditation).
Business Analytics
Required Course
This course will focus on the process of collating, sorting, processing, studying business data, and using statistical models to transform data into business insights. Enterprises such as businesses, non-profits, and governments can use data to gain insights and make better decisions. Business analytics is applied in operations, marketing, finance, and strategic planning among other functions. This course provides an introduction to machine learning (e.g., LSTM, Prophet, Neural Network, Natural Language Processing) in business analytics and builds quantitative skills with application software. Students will learn the use of optimization to support decision-making in the presence of business constraints and will develop predictive capabilities using regression models, machine learning, data mining, and forecasting techniques. This course incorporates machine learning from computer science, regression and optimization from statistics, and business framework and theories. Techniques and analysis skills learned are important to the extent that they can be used to provide real insights and improve quality of business decisions.
Social Media Strategies and Tactics
Elective Course
This is an advanced course dedicated to exploring new and emerging digital technologies and mediums influencing business, marketing, public relations, advertising practices, and research. Students will learn the strategies and analytical skills necessary to create, evaluate, and execute innovative and effective social media and mobile campaigns. Students will also develop tactical approaches to social media critical to creating strong brands and engaging communities and skills essential to those seeking a career in digital marketing.
