B.B.A. in Marketing

Overview

Major Area of Specialization in Marketing (People & Society)

The Marketing 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. It also offers a basic understanding of how to analyze data to identify insights critical to understanding the target audience. The program is also flexible, allowing students to concentrate on specific areas of professional pursuit such as sales management, digital/social media marketing, marketing data analyst, advertising, retailing, or marketing research.

Curriculum Requirements

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:

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.

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.