The Marketing major area of specialization provides business students with an understanding of the basic concepts of marketing with an emphasis on emerging techniques and technologies. This major area of specialization prepares students to practice marketing in a changing competitive environment.  Specifically, it covers the 4 Ps of marketing (i.e., product/service, price, promotion and place/distribution) from a managerial perspective.  Additionally, the marketing program of study is flexible, allowing students to concentrate on specific areas of professional pursuit such as sales management, advertising, retailing, or marketing research.

A program of study in marketing offers business students a comprehensive understanding of such topics as:
  • The critical role within organizations;
  • Identification of markets for products and services through better understanding and analysis of consumers’ wants and needs;
  • The nature of global competition and identification of viable competitive strategies;
  • Methods used in planning and implementing marketing strategies;
  • The legal and ethical responsibilities of marketers.

Curriculum Requirements

Major Area of Specialization in Marketing (People & Society)

In addition to satisfying the University General Education Requirements and Electives, students pursuing the BBA in Marketing must complete the BBA Business Core and the specific coursework for the Marketing major area of specialization as follows:

University General Education Requirements 1
ENG 105English Composition I 3
ENG 106English Composition II 3
UMX 100The University Of Miami Experience0
Arts and Humanities Cognate Courses9
STEM Cognate Courses9
Electives 230
BBA Business Core Requirements 1
ACC 211Principles of Financial Accounting3
ACC 212Managerial Accounting3
BSL 212Introduction to Business Law3
BTE 210Fundamentals Of Business Technology & Innovation3
BUS 101First Step (Freshman Integrity, Responsibility, and Success through teamwork)3
BUS 150Business Analytics3
BUS 300Critical Thinking & Persuasion for Business 33
ECO 211Economic Principles and Problems (Microeconomics)3
ECO 212Economic Principles and Problems (Macroeconomics)3
FIN 302Fundamentals of Finance3
MAS 110Quantitative Applications in Business (Minimum grade of C- required) 3
or MTH 161 Calculus I
MAS 201Introduction to Business Statistics (Minimum grade of C- required) 3
MAS 202Intermediate Business Statistics3
MGT 303Operations Management3
MGT 304Organizational Behavior3
MGT 401Strategic Management (must be taken in the final semester)3
MKT 201Foundations of Marketing3
or MKT 301 Marketing Foundations
Major Area of Specialization in Marketing 4 , 5
Foundations of Marketing (taken as part of the Business Core; pre-requisite for all other MKT courses) 6
Marketing Foundations
MKT 302Marketing Research and Market Analysis (pre-requisites MKT 201/MKT 301 & MAS 202 or MAS 312)3
MKT 403Marketing Management (pre-requisite FIN 302 and pre- or co-requisite of MKT 302)3
Major Choice Courses - Select three courses (9 credit hours) from the following:9
Consumer Behavior and Marketing Strategy
Retailing
Professional Selling
International Marketing
New Product Development
Marketing for Entrepreneurs
Advertising Management
Digital Marketing
Health Care Marketing
Understanding Media Metrics In The Digital World
International Marketing Management (pre-requisite MKT 360 and pre- or co-requisite of MKT 302)
Total Credit Hours120
1

NOTE:  ENG 105 and ENG 106or their equivalents, must be completed prior to attaining junior year classification, per the University General Education Requirements. Additionally, all 100 and 200-level Business Core courses must be completed by the end of the fifth semester of college work or during the semester in which the student is completing 75 credit hours.

2

 At least one course with an international focus must be completed within the degree requirements.  The appropriateness of the course is determined by the academic advisor.

3

 Students who do not earn at least a C- in ENG 106 must either repeat ENG 106 and earn at least a C- or complete ENG 230 with at least a C- before enrolling in BUS 300.

4

 In order to pursue a major area of specialization in Marketing, a student must earn a grade of "B" (grade point of 3.0) or higher in MKT 201/MKT 301 (note that a grade of B- does not qualify).

5

 All specific coursework for the major area of specialization in Marketing must be completed with a grade of “C-” or higher (except for the minimum "B" grade required for MKT 201/MKT 301 as noted).   A minimum cumulative GPA of 2.5 is required for all specific coursework taken in the major area of specialization. All graded departmental courses in Marketing will be calculated into the major GPA.

All courses must be completed within the current pre-requisite structure.

6

 MKT 201 is intended for freshman business students only.  MKT 301 is an equivalent course, but is intended for students at the sophomore level or higher.  Students may not take both MKT 201 and MKT 301.

 

Sample Plan of Study

This Sample Plan of Study represents one possible version of a new freshman Business student’s 8-semester plan.  The individual student's plan may vary depending upon the initial placement into English Composition and mathematics. Moreover, numerous plan variations are possible if a student enters the University with advanced college credits, wishes to participate in study abroad, chooses a special program option, or selects additional majors or minors.  

Note that each major/minor at the University of Miami satisfies a particular "Area of Knowledge" within the general education requirements of the University. This means that it is possible to pursue two majors or a major and a minor within the School of Business and fulfill both the STEM and People and Society Areas of Knowledge; a separate cognate in these areas would not be required. The only remaining general education Area of Knowledge would be Arts and Humanities, which must be completed through a major, minor, or cognate outside of the School of Business.

Students construct their individualized plans in collaboration with their assigned academic advisor.

Plan of Study Grid
Freshman Year
FallCredit Hours
BUS 101 First Step (Freshman Integrity, Responsibility, and Success through teamwork) 3
ENG 105 English Composition I 3
MAS 110 or MTH 161 Quantitative Applications in Business
or Calculus I
3
MKT 201 Foundations of Marketing 3
UMX 100 The University Of Miami Experience 0
Arts and Humanities Cognate Course 3
 Credit Hours15
Spring
BSL 212 Introduction to Business Law 3
BUS 150 Business Analytics 3
ENG 106 English Composition II 3
MAS 201 Introduction to Business Statistics 3
Arts and Humanities Cognate Course 3
 Credit Hours15
Sophomore Year
Fall
ACC 211 Principles of Financial Accounting 3
BTE 210 Fundamentals Of Business Technology & Innovation 3
ECO 211 Economic Principles and Problems 3
MAS 202 Intermediate Business Statistics 3
Arts and Humanities Cognate Course 3
 Credit Hours15
Spring
ACC 212 Managerial Accounting 3
ECO 212 Economic Principles and Problems 3
FIN 302 Fundamentals of Finance 3
MGT 304 Organizational Behavior 3
Marketing Major Choice 3
 Credit Hours15
Junior Year
Fall
BUS 300 Critical Thinking & Persuasion for Business 3
Marketing Major Choice 3
STEM Cognate Course 3
Elective 3
Elective 3
 Credit Hours15
Spring
MGT 303 Operations Management 3
Marketing Major Choice 3
STEM Cognate Course 3
Elective 3
Elective 3
 Credit Hours15
Senior Year
Fall
MKT 302 Marketing Research and Market Analysis 3
STEM Cognate Course 3
Elective 3
Elective 3
Elective 3
 Credit Hours15
Spring
MGT 401 Strategic Management 3
MKT 403 Marketing Management 3
Elective 3
Elective 3
Elective 3
 Credit Hours15
 Total Credit Hours120