​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 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 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:

University General Education Requirements 1 , 2
ENG 105English Composition I3
ENG 106English Composition II 33
UMX 100The University of Miami Experience0
Arts and Humanities Cognate Courses9
People & Society Cognate Courses9
Electives 15
BSBA Business Core Requirements 1
ACC 211Principles of Financial Accounting3
or ACC 221 Accelerated Principles of Financial Accounting
ACC 212Managerial Accounting3
or ACC 222 Accelerated Managerial Accounting
BSL 212Introduction to Business Law and Ethics3
BTE 210Fundamentals of Business Technology and Innovation3
BTE 320Programming: Fundamentals and Algorithms3
BUS 150Business Analytics3
BUS 300Critical Thinking and Persuasion for Business 33
ECO 211Principles of Microeconomics3
ECO 212Principles of Macroeconomics3
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 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
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
Marketing Foundations
MKT 302Marketing Research and Market Analysis (pre-requisites MKT 201/MKT 301 & MAS 202 or MAS 312)3
MKT 369Marketing Analytics (prerequisites MKT 201/MKT 301 and 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 People and Society may be selected from the available choice courses. 9
STEM-Designated Courses - Select at least two courses from this area.
Cases in Marketing Analytics
Application of Artificial Intelligence in Marketing
Text and Image Analysis for Marketing
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
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 of MKT 360 and pre- or co-requisite of MKT 302)
Special Topics in Marketing (People and Society)
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
MGT 100 Managing for Success in the Global Environment 3
MKT 201 Foundations of Marketing 3
MTH 161 Calculus I 4
UMX 100 The University of Miami Experience 0
 Credit Hours16
BUS 150 Business Analytics 3
ECO 212 Principles of Macroeconomics 3
ENG 106 English Composition II 3
MTH 162 Calculus II 4
Arts and Humanities Cognate Course 3
 Credit Hours16
Sophomore Year
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 Hours15
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 Hours16
Junior Year
BTE 320 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 Hours15
MGT 303 Operations Management 3
MKT 369 Marketing Analytics 3
STEM Marketing Major Choice 3
People and Society Cognate Course 3
Elective 3
 Credit Hours15
Senior Year
STEM Marketing Major Choice 3
Quantitative Choice Course 3
People and Society Cognate Course 3
Elective 3
Elective 3
 Credit Hours15
MGT 401 Strategic Management 3
MKT 403 Marketing Management 3
People and Society Cognate Course 3
Elective 3
 Credit Hours12
 Total Credit Hours120


  • To develop innovative ideas and principled leaders that transform global business and society.


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.