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 business 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 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 BSBA in Marketing must complete the BSBA Business Core and the specific coursework for the Marketing major area of specialization as follows:

University General Education Requirements 1
ENG 105English Composition I3
ENG 106English Composition II3
UMX 100The University Of Miami Experience0
Arts and Humanities Cognate Courses9
STEM Cognate Courses9
Electives 219
BSBA Business Core Requirements 1
ACC 221Accelerated Principles of Financial Accounting3
ACC 222Accelerated Managerial Accounting3
BSL 212Introduction to Business Law3
BTE 210Fundamentals Of Business Technology & Innovation3
BTE 320Introduction to Programming3
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 Problems3
ECO 212Economic Principles and Problems3
FIN 302Fundamentals of Finance3
MAS 311Applied Probability and Statistics (minimum grade of C- required)3
MAS 312Statistical Methods and Quality Control3
MTH 161Calculus I (minimum grade of C- required)4
MTH 162Calculus II4
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
Quantitative Choice - Select one of these suggested courses approved by the academic advisor:3
Object-Oriented Programming
Database Management Systems
Applied Econometrics
Mathematical Economics And Applications
Introduction to Optimization and Decision Making
Stochastic Models in Operations Research
Computer Simulation Systems
Supply Chain Modeling and Analysis (pre-requisite of MGT 303)
Supply Chain Strategy
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 of 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
BSL 212 Introduction to Business Law 3
BUS 101 First Step (Freshman Integrity, Responsibility, and Success through teamwork) 3
ENG 105 English Composition I 3
MKT 201 Foundations of Marketing 3
MTH 161 Calculus I 4
UMX 100 The University Of Miami Experience 0
 Credit Hours16
Spring
ACC 221 Accelerated Principles of Financial Accounting 3
BUS 150 Business Analytics 3
ENG 106 English Composition II 3
MTH 162 Calculus II 4
Arts and Humanities Cognate Course 3
 Credit Hours16
Sophomore Year
Fall
ACC 222 Accelerated Managerial Accounting 3
BTE 210 Fundamentals Of Business Technology & Innovation 3
ECO 211 Economic Principles and Problems 3
MAS 311 Applied Probability and Statistics 3
Arts and Humanities Cognate Course 3
 Credit Hours15
Spring
ECO 212 Economic Principles and Problems 3
FIN 302 Fundamentals of Finance 3
MAS 312 Statistical Methods and Quality Control 3
Arts and Humanities Cognate Course 3
Marketing Major Choice 3
 Credit Hours15
Junior Year
Fall
BTE 320 Introduction to Programming 3
BUS 300 Critical Thinking & Persuasion for Business 3
MGT 304 Organizational Behavior 3
Marketing Major Choice 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
Quantitative Choice Course 3
STEM Cognate Course 3
Elective 3
Elective 3
 Credit Hours15
Spring
MGT 401 Strategic Management 3
MKT 403 Marketing Management 3
STEM Cognate Course 3
Elective 3
Elective 1
 Credit Hours13
 Total Credit Hours120