Is the bachelor's in Marketing program for me?

If you want a career - or more opportunity with your current job - at an advertising agency, marketing research organization, or in the marketing department of a public, private, or not-for-profit organization, our Marketing degree program can help you get there.

Do you already have a bachelor's degree in another area? You might want to consider an undergraduate certificate in Marketing.

You can earn a B.S. in Marketing degree online or you may take some coursework in class. If you choose online, you will and still have access to all of CityU's great resources on "Blackboard" - our virtual classroom. Use this program to log in to get assignments, discuss topics with your classmates, collaborate on projects and check your grades. Basically, everything you do in class but without the commute.

What will I learn in the bachelor's in Marketing program?

The Marketing program at CityU is designed for the 21st century. We'll look at modern advertising, public relations, consumer behavior, research, strategy, global and e-marketing, with a focus on sustainability and ethical practices. When you leave our program, you'll be positioned to market products and services responsibly and successfully.

What can I do with my bachelor's degree in Marketing?

Once you have earned your B.S. in Marketing, you may find yourself with a public relations, branding or advertising firm. With the skills you develop in this program you could work as an account manager, marketing assistant, account executive, marketing coordinator, marketing manager, or in any of a number of marketing positions. Wherever there's a message that needs to be communicated clearly and with some oomph, you'll be there.

Why CityU?

• Because you want an education that's relevant to what's happening in the real world, right now.
• Our faculty teach what they do for a living, not just what's in the book. They're smart, successful people who can help you get there, too.
• You can get an education without sacrificing your lifestyle. Attend class on a schedule that works best for you.

How to get started:

1. Chat with an admissions advisor or call 888.42.CityU
2. Apply now
3. Order your official transcripts from other schools you attended
4. Submit application with application fee
5. Start classes and change your life for good

Total Required Credits:		180
Lower-Division Requirements:		90
General Education:		55
Electives:		35
Upper-Division Requirements:		90
Undergraduate Core:		10
BC 301	Critical Thinking	5
The critical thinking process is used to analyze today's issues and aid the student in identifying rational solutions. Topics examined include: argument analyzing and building; forms and standards of critical thinking; and evaluating sources of information.
BC 303	Statistics	5
This course focuses on the usefulness and limitations of statistical processes and their present day applications. Topics include: descriptive statistics, probability theory and distributions, sampling, hypothesis testing, regression, and correlation models. Students will focus on problem formulation, technique selection and results interpretation. It is strongly recommended that College Math be taken prior to this course.
Business Core:		30
BSC 401	Interpretation of Financial Statements	5
The emphasis of this course is the analysis of publicly issued financial statements for decision-making, and therefore is taught from a user perspective. This includes application of Generally Accepted Accounting Principles (GAAP) to the reporting of various types of accounting transactions. A basic knowledge of math, algebra, and general business principles is needed to succeed in this class.
BSC 403	Legal Issues in the Workplace	5
Major issues in the workplace are covered, including contracts, torts, business organizations, and the regulatory environment. Employee issues such as labor law, employee relationships, and discrimination are examined.
BSC 407	The Effective Organization	5
This course investigates dilemmas that routinely plague organizations as well as possible solutions to these dilemmas. Topics include diversity within the organization; conflict and negotiation; perception, motivation and reinforcement; leadership roles throughout the organization; human resource management and team building.
BSM 407	Business Economics	5
This course applies micro and macro economic theories to the real world. Topics include: supply and demand; market structure; policy issues such as income distribution, government regulation, and the environment; business cycles; money and monetary policy; and the international economy. Students will learn how to examine economic issues in their personal and professional lives.
IS 330	Information Systems	5
This course will cover information systems taxonomies and general applications such as CRM, SCM, eCommerce, ERP, business intelligence, knowledge management, finance and accounting, personal productivity, computer supported cooperative work (groupware), and global systems. Future trends and directions of information systems will conclude this course.
PM 401	Fundamentals of Project Management	5
This course utilizes a real team project to manage a project's life cycle. Emphasis is placed on activity networks, managing resources, and creating control mechanisms that minimize risk. Project leadership is explored in the context of building effective project teams and maintaining stakeholder relationships. Students will learn and apply basic project management concepts including time and resource constraints, planning, scheduling, work breakdown structure, Gantt Charts, network diagrams, and project control.
Major Requirements:		50
MK 300	Principles of Marketing	5
This course provides an introduction to basic marketing concepts. Topics include the marketing mix, new product development, consumer behavior, customer relationship management, strategic planning and e-commerce. Students will develop a comprehensive marketing plan and apply course concepts to real or imaginary products.
MK 386	Marketing Research	5
This course examines marketing research techniques & processes. Topics include: collecting, analyzing & interpreting data, questionnaire construction, sampling, online research and web surveys. Class project provides practical application incorporating primary and secondary research. Prerequisite: BC 303 and MK 300.
MK 388	Global Marketing	5
This course provides a basis for examining global marketing opportunities and development of appropriate strategies. Emphasis is placed on environmental and cultural considerations as they impact various elements of the marketing mix. Students will apply these concepts via a market audit and competitive market analysis. Prerequisite: MK 300 or its equivalent.
MK 390	Advertising and Sales Promotion	5
This course investigates various promotional tools used in the communication mix, such as advertising, sales promotion, and publicity, to sell products and services. Concepts include: advertising planning processes, determining advertising and promotional goals and objectives, control and evaluation of advertising and promotional programs, and regulatory issues. Students will develop a comprehensive advertising campaign for a real or imaginary product. Prerequisite: MK 300 or its equivalent.
MK 401	E-Marketing	5
This course examines e-marketing's various roles in an organization's total marketing program. Topics include target audience analysis, developing a site plan, creating a content development strategy, email marketing campaigns, search engine optimization, co-branding and community strategy, customer service, ad buys, sales/lead conversion, using site metrics, and ethical considerations. Students will plan & develop e-marketing strategies and a campaign for a real or imaginary small business. Prerequisite: MK 300.
MK 402	Understanding Consumer Behavior	5
This course will provide a broad analysis of the social, cultural, economic, and psychological factors that influence the decision-making process of consumers. Methods of measuring and analyzing consumers and consumer markets are also introduced. Students will learn why they tend to buy the products and services they do; and how marketing practitioners can anticipate and predict buying behavior. Students will develop an ability to explain particular behavior of consumers. A concluding consumer research project will be presented by the student that makes practical use of the new knowledge acquired. Prerequisite: MK 300.
MK 403	Public Relations	5
Public Relations provides an introduction to the role of public relations, responsibilities and duties of the PR professional, as well as functions of the PR department. Topics include crisis communication, issue management, and building and managing an organization's image. Students will develop a public relations campaign, write news releases, fact sheets, media advisories, feature articles, etc. Prerequisite: MK 300.
MK 404	Brand Development & Management	5
Brand Development & Management addresses what branding is and how to shape and measure it. Topics include how to build and grow a corporate brand, increase brand relevance and influence, build brands in a digital world, work with employees to build a brand, influence and shape brand behavior, and win acceptance in the marketplace. Students will develop a comprehensive brand development plan and tools for implementing it. Prerequisite: MK 300.
MK 405	Integrated Marketing Communications	5
Integrated Marketing Communications introduces students to the concept and application of integrating the elements of advertising, sales promotion, public relations, direct marketing and other essentials of the marketing mix to support the overall marketing strategy. Emphasis will be placed on linking the fundamentals of segmentation, targeting, positioning, buyer behavior, and branding with planning, budgeting, and executing a comprehensive, integrated marketing communication program from message development through media selection. Prerequisite: MK 300.
MK 495	Marketing Capstone	5
Marketing Capstone is the culminating course that provides the student an opportunity to integrate discrete skills gained from prior coursework in public relations, advertising, brand development, e-marketing, consumer behavior, marketing research, and integrated marketing communications. Students analyze and develop strategies for product or service design and positioning, pricing, promotion, channel distribution and customer acquisition and retention, viewing them from a sustainability perspective. Prerequisite: All other courses in the Marketing Major. Prerequisite: Prior to enrolling in MK 495, students must be in their last quarter of study. Any exceptions must have special permission from the BSM Program Director.