Program Overview

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Marketing Program Overview

The Bachelor of Science in Marketing provides students with a broad working knowledge of contemporary marketing philosophy and practice. Major coursework offers a mix of educational approaches, including lecture and discussion, case problems, and in-field experience.

Concentrations

The program offers three concentrations:

• General Marketing: provides students with an understanding of the processes of creating and communicating value for customers, clients, and society at large.
• Marketing Communications and Analytics: gives students a focus on the importance of traditional media and social media marketing strategies in the marketplace.
• Product and Brand Management: gives students a focus on product and service development, as well as branding strategy.

Program Description

The Bachelor of Science in Marketing degree prepares students for careers in market research, product and brand management, advertising and marketing communication, experiential and digital marketing, and sales. Alumni have found positions in fields such as marketing management, advertising, sales, marketing research, public relations, and retailing.

Career Opportunities

A marketing degree prepares students for various careers, including:

• Market research: gathering and analyzing data on consumers, competitors, trends, and the success of marketing efforts.
• Brand management: developing a brand's lasting impact by strategically aligning all advertising, promotion, pricing, product, packaging, and distribution decisions.
• Product management: developing a strategic vision for delivering value to customers.
• Advertising and marketing communications: developing the primary creative force for messages and strategically deciding where and when to communicate them.
• Experiential marketing: engaging consumers with a brand through active participation in events and customer experiences.
• Digital marketing: creating content or brand experiences, interacting with customers, or communicating messages via websites, mobile platforms, or social media.
• Sales: developing relationships with clients and creating solutions for them that will grow their business.

Change of Major Requirements

Students are eligible for admission into the advanced business program with a major in the School of Business upon meeting the minimum cumulative GPA requirement and successful completion of the Business Foundation coursework.

Bachelor-Level Job Titles

Some potential job titles for bachelor-level graduates include:

• Account Manager
• Brand Analyst
• Business Development Specialist
• Content Strategist
• Digital Marketing Manager
• Digital Media Specialist
• Marketing Coordinator
• Marketing Research Analyst
• Search Engine Optimization Analyst
• Social Media Specialist

Graduate and Professional Level Job Titles

Some potential job titles for graduate and professional level graduates include:

• Business Development Manager
• Chief Marketing Officer
• Market Research Director
• Senior Consultant

Professional Associations and Resources

Some relevant professional associations and resources include:

• American Marketing Association (AMA)
• American Marketing Association (VCU Chapter)
• Center for Professional Selling
• Sales Management Association

Degree Requirements

The degree requirements for the Marketing program can be found in the Bulletin, including:

• Marketing, Bachelor of Science (B.S.) with a concentration in General Marketing
• Marketing, Bachelor of Science (B.S.) with a concentration in Marketing Communication and Analytics
• Marketing, Bachelor of Science (B.S.) with a concentration in Product and Brand Management

Plan of Study

The plan of study for the Marketing program can be found in the Bulletin, including:

• Marketing, Bachelor of Science (B.S.) with a concentration in General Marketing
• Marketing, Bachelor of Science (B.S.) with a concentration in Marketing Communication and Analytics
• Marketing, Bachelor of Science (B.S.) with a concentration in Product and Brand Management

Requirements

Some key requirements for the program include:

• Highest level of math required: MATH 200 or BUSN 212, SCMA 301
• Science required: Natural Sciences requirement only
• Foreign language requirements: None
• Additional tuition/fees: Yes
• GPA requirements: 2.0+ cumulative GPA to graduate and 2.0+ major GPA to graduate

Yearly Program Outline

The program is designed to be completed in four years, with the following outline:

Year 1: Explore

• Enroll in a student success course
• Map out a full degree course plan
• Meet with a writing consultant
• Schedule an appointment with an academic advisor
• Sharpen study skills
• Take 15 credits per semester and maintain a 2.5+ cumulative GPA

Year 2: Experience

• Consider planning for an accelerated program
• Explore innovation and business
  on-profit creation classes
• Get familiar with the research process
• Schedule an appointment with an advisor to explore minors and plan REAL experience
• Be prepared for a challenging year of accounting, economics, and math classes

Year 3: Experience

• See academic and career advisors to discuss graduation progress and career planning
• Take a virtual library tour
• Use LinkedIn Learning to enhance business, software, technology, and creative skills
• Begin work on core marketing requirements
• Consider adding the sales minor

Year 4: Excel

• Choose REAL electives to diversify skillset and round out degree
• Schedule an appointment with an academic advisor to ensure all graduation requirements will be met
• Apply all learned material in the major by acing BUSN 499
• Be familiar with prerequisites for MGMT 434 to graduate on time