Overview
Major Area of Specialization in Marketing (STEM)
Marketing is the central area of business that is transforming because of the emergence of social media platforms and analytical techniques such as deep learning and text mining. To succeed as marketing professionals, future marketers will need to know not only the time-tested marketing fundamentals but also how to effectively deploy these modern technologies and tools. The Bachelor of Science in Business Administration (BSBA) with the Marketing area of specialization prepares students to practice marketing in this fast-changing environment. Besides covering the 4Ps, this program will cover areas such as Marketing Analytics, Cases in Marketing Analytics, Artificial Intelligence in Marketing, Text Analytics, Brand Content Management, and Digital Media Metrics.
Curriculum Requirements
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:
| Code | Title | Credit Hours |
|---|---|---|
| General Education Requirements 1 , 2 | ||
| Written Communication Skills: | ||
| WRS 105 | First-Year Writing I | 3 |
| WRS 106 | First-Year Writing II 3 | 3 |
| or ENG 106 | Writing About Literature and Culture | |
| Quantitative Skills: | ||
| Calculus I (fulfilled through the BSBA business core) | ||
| Areas of Knowledge: | ||
| Arts and Humanities Cognate | 9 | |
| People & Society Cognate | 9 | |
| STEM Cognate (9 credits) (fulfilled through the major) | ||
| Additional Requirements | ||
| UMX 100 | The University of Miami Experience | 0 |
| Electives | 15 | |
| BSBA Business Core Requirements 1 | ||
| ACC 211 | Principles of Financial Accounting | 3 |
| or ACC 221 | Accelerated Principles of Financial Accounting | |
| ACC 212 | Managerial Accounting | 3 |
| or ACC 222 | Accelerated Managerial Accounting | |
| BSL 212 | Introduction to Business Law and Ethics | 3 |
| BTE 210 | Fundamentals of Business Technology and Innovation | 3 |
| BTE 320 | Python Programming: Fundamentals and Algorithms | 3 |
| BUS 150 | Business Analytics | 3 |
| BUS 300 | Critical Thinking and Persuasion for Business 3 | 3 |
| ECO 211 | Principles of Microeconomics | 3 |
| ECO 212 | Principles of Macroeconomics | 3 |
| FIN 302 | Fundamentals of Finance | 3 |
| MAS 311 | Applied Probability and Statistics (minimum grade of C- required) | 3 |
| MAS 312 | Statistical Methods and Quality Control | 3 |
| MTH 161 | Calculus I (minimum grade of C- required; fulfills Quantitative Skills Requirement) | 4 |
| MTH 162 | Calculus II | 4 |
| MGT 100 | Managing for Success in the Global Environment | 3 |
| MGT 199 | Professional Development and Success in the Workplace (or other approved Miami Herbert Business School career course) | 1 |
| or BUS 211 | Professional Development for Finance and Accounting | |
| MGT 303 | Operations Management | 3 |
| MGT 304 | Organizational Behavior | 3 |
| MGT 401 | Strategic Management (taken in the final semester) | 3 |
| MKT 201 | Foundations of Marketing | 3 |
| or MKT 301 | Marketing Foundations | |
| Quantitative Choice - Select one of these suggested courses approved by the Vice Dean for Undergraduate Business Education - check pre-requisites: | 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 | ||
| 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 | ||
or MKT 301 | Marketing Foundations | |
| MKT 302 | Marketing Research and Market Analysis (pre-requisites MKT 201/MKT 301 & MAS 202 or MAS 312) | 3 |
| MKT 369 | Marketing Analytics (prerequisites MKT 201/MKT 301 and MAS 202 or MAS 312) | 3 |
| MKT 403 | Marketing 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 People and Society may be selected from the available choice courses. | 9 | |
| STEM-Designated Courses - Select at least two courses from this area. | ||
| Pricing | ||
| Cases in Marketing Analytics | ||
| Application of Artificial Intelligence in Marketing | ||
| Text and Image Analysis for Marketing | ||
| Digital Media Metrics | ||
| Special Topics in Marketing (STEM Topics) | ||
| People and Society-Designated Courses - At most, one course may be selected from this area. | ||
| Consumer Behavior and Marketing Strategy | ||
| Retailing | ||
| Professional Selling | ||
| Luxury Marketing | ||
| International Marketing | ||
| Brand Content Management | ||
| Brand Management | ||
| Brand Story Telling | ||
| New Product Development | ||
| Marketing for Entrepreneurs | ||
| Advertising Management | ||
| Digital Marketing | ||
| Health Care Marketing | ||
| International Marketing Management (pre-requisite of MKT 360 and pre- or co-requisite of MKT 302) | ||
| Special Topics in Marketing (People and Society) | ||
| Total Credit Hours | 120 | |
- 1
NOTE: WRS 105 and WRS 106 or ENG 106 or 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 Vice Dean for Undergraduate Business Education.
- 3
Students who do not earn at least a C- in WRS 106 or ENG 106 must either repeat WRS 106 or ENG 106 and earn at least a C- or complete WRS 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 Miami Herbert 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 the Business School.
Students construct their individualized plans in collaboration with their assigned academic advisor.
| Freshman Year | ||
|---|---|---|
| Fall | Credit Hours | |
| ECO 211 | Principles of Microeconomics | 3 |
| MGT 100 | Managing for Success in the Global Environment | 3 |
| MKT 201 | Foundations of Marketing | 3 |
| MTH 161 | Calculus I | 4 |
| WRS 105 | First-Year Writing I | 3 |
| UMX 100 | The University of Miami Experience | 0 |
| Credit Hours | 16 | |
| Spring | ||
| BUS 150 | Business Analytics | 3 |
| ECO 212 | Principles of Macroeconomics | 3 |
| MTH 162 | Calculus II | 4 |
| WRS 106 or ENG 106 | First-Year Writing II or Writing About Literature and Culture | 3 |
| Arts and Humanities Cognate Course | 3 | |
| Credit Hours | 16 | |
| Sophomore Year | ||
| Fall | ||
| ACC 211 | Principles of Financial Accounting | 3 |
| BSL 212 | Introduction to Business Law and Ethics | 3 |
| BTE 210 | Fundamentals of Business Technology and Innovation | 3 |
| MAS 311 | Applied Probability and Statistics | 3 |
| Arts and Humanities Cognate Course | 3 | |
| Credit Hours | 15 | |
| Spring | ||
| ACC 212 | Managerial Accounting | 3 |
| BUS 300 | Critical Thinking and Persuasion for Business | 3 |
| FIN 302 | Fundamentals of Finance | 3 |
| MAS 312 | Statistical Methods and Quality Control | 3 |
| MGT 199 | Professional Development and Success in the Workplace | 1 |
| Marketing Major Choice | 3 | |
| Credit Hours | 16 | |
| Junior Year | ||
| Fall | ||
| BTE 320 | Python Programming: Fundamentals and Algorithms | 3 |
| MGT 304 | Organizational Behavior | 3 |
| MKT 302 | Marketing Research and Market Analysis | 3 |
| Arts and Humanities Cognate Course | 3 | |
| Elective | 3 | |
| Credit Hours | 15 | |
| Spring | ||
| MGT 303 | Operations Management | 3 |
| MKT 369 | Marketing Analytics | 3 |
| STEM Marketing Major Choice | 3 | |
| People and Society Cognate Course | 3 | |
| Elective | 3 | |
| Credit Hours | 15 | |
| Senior Year | ||
| Fall | ||
| STEM Marketing Major Choice | 3 | |
| Quantitative Choice Course | 3 | |
| People and Society Cognate Course | 3 | |
| Elective | 3 | |
| Elective | 3 | |
| Credit Hours | 15 | |
| Spring | ||
| MGT 401 | Strategic Management | 3 |
| MKT 403 | Marketing Management | 3 |
| People and Society Cognate Course | 3 | |
| Elective | 3 | |
| Credit Hours | 12 | |
| Total Credit Hours | 120 | |
Mission
- To develop innovative ideas and principled leaders that transform global business and society.
Goals
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.
Student Learning Outcomes
- BBA/BSBA graduates will be critical thinkers, able to select and apply appropriate models, tools, and techniques, and frameworks to enable them to render analytically sound business decisions.
- BBA/BSBA graduates will be able to identify, analyze and resolve ethical issues in business scenarios.
- BBA/BSBA graduates will demonstrate professional written communication skills.
- BSBA graduates will have strong technical skills.
