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:
  • Marketing's 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 and Innovation3
BUS 101First Step: Freshman Integrity, Responsibility, and Success through Teamwork3
BUS 150Business Analytics3
BUS 300Critical Thinking and Persuasion for Business 33
ECO 211Principles of Microeconomics (Microeconomics)3
ECO 212Principles of Macroeconomics (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 MKT courses (9 credit hours). At most, one course (3 credit hours) identified as STEM may be selected from the available choice courses.9
Consumer Behavior and Marketing Strategy
Retailing
Professional Selling
Luxury Marketing
International Marketing
New Product Development
Marketing for Entrepreneurs
Advertising Management
Digital Marketing
Health Care Marketing
Fundamentals of Digital Marketing Analytics
International Marketing Management (pre-requisite MKT 360 and pre- or co-requisite of MKT 302)
Special Topics in Marketing (People and Society Topics)
Special Topics in Marketing (STEM topics - only 3 credit hours permitted from this area)
Total Credit Hours120

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 Miami Business School 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 is Arts and Humanities, which must be completed through a major, minor, or cognate outside of Miami Business School.

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 and Innovation 3
ECO 211 Principles of Microeconomics 3
MAS 202 Intermediate Business Statistics 3
Arts and Humanities Cognate Course 3
 Credit Hours15
Spring
ACC 212 Managerial Accounting 3
ECO 212 Principles of Macroeconomics 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 and 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