Program Overview

Marketing Major, BBA - Advertising and Integrated Marketing Communications Concentration

The Advertising and Integrated Marketing Communications Concentration prepares students for careers in advertising and integrated marketing communications, including account management, creative direction (copy writing and art direction), marketing research, analysis and consumer insights, media planning and buying, digital and traditional media, social media, product or brand management, product planning, customer analysis, promotion management, public relations and all forms of marketing over the Internet.

Major Completion Summary

• Major Completion Summary Requirement | Credits
  • University Core Requirements | 53
  • Major Requirements | 53
  • Open Electives | 22
  • Total Credits | 128

University Core Requirements (53 Credits)

See complete University Core requirements. Includes several of the major-required courses listed below:

• Course List Code | Title | Credits
  • Foundation Requirements
    • MAT 104 | Finite Mathematics | 3
    • CIS 101 | Introduction to Computing | 3
    • or TS 105 | Computers for Human Empowerment
    • Lubin Foundation Requirement in Quantitative Reasoning
    • ECO 105 | Principles of Economics: Macroeconomics | 3
    • ECO 106 | Principles of Economics: Microeconomics | 3
    • MAT 117 | Elementary Statistics | 4
    • One Elective Course in Mathematics or Economics | 3

Major Requirements (53 Credits)

• Course List Code | Title | Credits
  • Business Core
    • BUS 101 | Contemporary Business Practice | 3
    • ACC 203 | Financial Accounting | 4
    • ACC 204 | Managerial Accounting | 4
    • FIN 260 | Financial Management | 3
    • LAW 150 | Business Law I | 3
    • MAR 201 | Principles of Marketing | 3
    • MGT 150 | Managerial and Organizational Concepts | 3
    • MGT 226 | Business Analytics | 3
    • MGT 490 | Business Strategy | 3
  • Major Requirements
    • Marketing Core
      • MAR 201 | Principles of Marketing | 3
      • MAR 222 | Marketing Research | 3
      • MAR 499 | Advanced Marketing Management | 3
    • Advertising and Integrated Marketing Communications Concentration
      • Required Concentration Courses
        • MAR 221 | Advertising Strategy & Creative | 3
        • MAR 345 | Media Planning and Buying | 3
        • MAR 223 | Consumer Behavior | 3
        • or MAR 331 | Managerial Marketing
      • Required International Marketing Course
        • Select one of the following: | 3
          • MAR 351 | International Marketing
          • MAR 352 | International Advertising and Promotion
          • MAR 356 | International Marketing Field Study
      • Senior Advertising Requirement
        • Select one of the following two options: | 6
          • MAR 346 & MAR 348 | Ad Team I - Brand Engagement Research, Strategy and Marketing Communication to Activate Brand Change and Ad Team II - The Brand Pitch The Plan and Presentation to Win New Business
          • MAR 445 | Advertising Campaigns (& Marketing Elective)

Open Electives (22 Credits)

• Course List Code | Title | Credits
  • Open Electives
    • Select 22 credits | 22
  • Total Credits | 22

Plan of Study Grid

First Year

• Fall
  • UNV 101 | First-Year Seminar: Introduction to University Community | 1
  • CIS 101 | Introduction to Computing | 3
  • ECO 105 | Principles of Economics: Macroeconomics | 0-3
  • ENG 110 or ENG 120 | Composition or Critical Writing | 3 or 4
  • MAT 104 | Finite Mathematics | 3
  • Area of Knowledge (AOK) | 3
  • Total Credits | 13-17
• Spring
  • BUS 101 | Contemporary Business Practice | 3
  • ECO 106 | Principles of Economics: Microeconomics | 3
  • MAT 117 | Elementary Statistics | 4
  • ENG 120 | Critical Writing (or Liberal Arts and Science Elective) | 4
  • Area of Knowledge (AOK) | 3
  • Learning Community (LC) Required |
  • Total Credits | 17

Second Year

• Fall
  • ACC 203 | Financial Accounting | 4
  • COM 200 | Public Speaking | 3
  • MAT or ECO Elective | 3
  • MAR 201 | Principles of Marketing | 3
  • Second Language Course | 3
  • Total Credits | 16
• Spring
  • ACC 204 | Managerial Accounting | 4
  • ENG 201 | Writing in the Disciplines | 3
  • LAW 150 | Business Law I | 3
  • MGT 150 | Managerial and Organizational Concepts | 3
  • Second Language Course or Liberal Arts & Science Elective | 3
  • Total Credits | 16

Third Year

• Fall
  • MAR 221 | Advertising Strategy & Creative | 3
  • FIN 260 | Financial Management | 3
  • MAR 222 | Marketing Research | 3
  • Foundation Science Course with Lab | 3
  • Area of Knowledge (AOK) and/or Writing Enhanced (WE) | 3
  • Open Elective | 1
  • Total Credits | 16
• Spring
  • MAR 345 | Media Planning and Buying | 3
  • MAR 223 or MAR 331 | Consumer Behavior or Managerial Marketing | 3
  • MGT 226 | Business Analytics | 3
  • Area of Knowledge (AOK) and/or Writing Enhanced (WE) | 3
  • Open Elective | 3
  • Open Elective | 3
  • Total Credits | 18

Fourth Year

• Fall
  • MGT 490 | Business Strategy | 3
  • MAR 351 or MAR 352 | International Marketing (or MAR 356) or International Advertising and Promotion | 3
  • MAR 346 or MAR 445 | Ad Team I - Brand Engagement Research, Strategy and Marketing Communication to Activate Brand Change or Advertising Campaigns | 3
  • Open Elective and/or Civic Engagement (CE/AOK I) | 3
  • Open Elective | 3
  • Total Credits | 15
• Spring
  • MAR 348 or MAR 445 | Ad Team II - The Brand Pitch The Plan and Presentation to Win New Business or Advertising Campaigns | 3
  • MAR 499 | Advanced Marketing Management | 3
  • Open Elective | 3
  • Open Elective | 3
  • Open Elective | 3
  • Total Credits | 15
• Total Credits | 126-130