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:

University General Education Requirements 1 , 2
ENG 105English Composition I 3
ENG 106English Composition II 33
UMX 100The University of Miami Experience0
Arts and Humanities Cognate Courses9
STEM Cognate Courses9
Electives 26
BBA Business Core Requirements 1
ACC 211Principles of Financial Accounting3
ACC 212Managerial Accounting3
BSL 212Introduction to Business Law and Ethics3
BTE 210Fundamentals of Business Technology and Innovation3
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 100Managing for Success in the Global Environment3
MGT 199Professional 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 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 four MKT courses (12 credit hours). At most, two courses (6 credit hours) identified as STEM may be selected from the available choice courses.12
Consumer Behavior and Marketing Strategy
Retailing
Professional Selling
Luxury Marketing
International Marketing
Brand Content Management
Brand Story Telling
New Product Development
Marketing for Entrepreneurs
Advertising Management
Digital Marketing
Health Care Marketing
Digital Media Metrics
International Marketing Management (pre-requisite MKT 360 and pre- or co-requisite of MKT 302)
Special Topics in Marketing (People and Society Topics)
STEM-Designated Courses -- only 6 credit hours permitted from this area
Pricing
Marketing Analytics (pre-requisites MKT 201/MKT 301 and BUS 150 and MAS 202 or MAS 312)
Cases in Marketing Analytics
Application of Artificial Intelligence in Marketing
Text and Image Analysis for Marketing
Special Topics in Marketing (STEM topics)
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 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.

Plan of Study Grid
Freshman Year
FallCredit Hours
ECO 211 Principles of Microeconomics 3
ENG 105 English Composition I 3
MAS 110 or MTH 161 Quantitative Applications in Business
or Calculus I
3
MGT 100 Managing for Success in the Global Environment 3
MKT 201 Foundations of Marketing 3
UMX 100 The University of Miami Experience 0
 Credit Hours15
Spring
BSL 212 Introduction to Business Law and Ethics 3
ECO 212 Principles of Macroeconomics 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
BUS 150 Business Analytics 3
MAS 202 Intermediate Business Statistics 3
MGT 304 Organizational Behavior 3
Arts and Humanities Cognate Course 3
 Credit Hours15
Spring
ACC 212 Managerial Accounting 3
BTE 210 Fundamentals of Business Technology and Innovation 3
BUS 300 Critical Thinking and Persuasion for Business 3
FIN 302 Fundamentals of Finance 3
MGT 199 Professional Development and Success in the Workplace 1
Marketing Major Choice 3
 Credit Hours16
Junior Year
Fall
MGT 303 Operations Management 3
Arts and Humanities Cognate Course 3
Marketing Major Choice 3
STEM Cognate Course 3
Elective 3
 Credit Hours15
Spring
MKT 302 Marketing Research and Market Analysis 3
Marketing Major Choice 3
STEM Cognate Course 3
Elective 3
Elective 3
 Credit Hours15
Senior Year
Fall
Marketing Major Choice 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 2
 Credit Hours14
 Total Credit Hours120

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.