Marketing & Advertising - B.S.

The Marketing & Advertising bachelor's degree program prepares students for careers in a variety of managerial and professional positions in the marketing and advertising industry. Students learn general brand marketing concepts and various functional specialties in fields such as advertising campaigns, digital marketing, market research and creative strategy. As part of the program, students are offered the opportunity to develop expertise in content creation, marketing analytics, consumer behavior, integrated marketing communications, brand marketing, professional selling, international marketing, and marketing technologies such as data-driven marketing, digital media planning and search engine marketing.

Upon completion of the program, graduates are expected to:

  • Apply the major concepts, skills and values of marketing and advertising in business situations.
  • Communicate effectively to diverse audiences, purposes and situations through a variety of professional methods required in the marketing industry.
  • Use decision-support tools to resolve contemporary business issues using ethical business practices.
  • Analyze research and use critical thinking to identify and recommend appropriate solutions for client/brand marketing challenges.
  • Develop branding and marketing strategies that are ethically sound and align with business objectives for local, national and global brands.

Students have the opportunity to hone these skills while participating in a semester-long internship experience at a university-approved internship site. Students may also apply these skills in programs such as directed experiential education or study abroad. These programs are tailored based on student learning, interests, and professional goals. Additionally, students may choose to use an additional six credits from their free electives based on advising and pre-planning. 

Marketing & Advertising

A four-year program leading to the bachelor of science degree

Business Foundations
ACCT1210Financial Accounting3
ACCT1220Managerial Accounting3
BUS1001Introduction to Business and Management3
BUS3010Business Analytics3
BUS4030Global Strategy Capstone3
FIT1040Spreadsheet Design for Business Solutions3
LAW2001The Legal Environment of Business I3
MGMT2001Human Resource Management3
MGMT2030Operations and Supply Chain Management I3
MRKT1001Marketing Foundations3
Major Courses
ADVC1010Marketing Communications3
ADVC4020Personal Branding and Portfolio Seminar3
MRKT2050Market Research and Consumer Insights3
MRKT3033Brand Marketing and Analytics3
MRKT3045Social and Digital Media Marketing3
MRKT4055Global Strategic Marketing and Advertising3
Major Electives
Choose two of the following:6
Influencer Marketing
Content Creation and Generative AI
Media Buying and Planning
Integrated Search Engine Marketing Campaigns
Consumer Behavior
Contemporary Sales in the Global Economy
Marketing Analytics
Applied/Experiential Learning
Choose 6 credits from the following:6
College of Business Internship Ic
Directed Experiential Education D
Study Abroad Sa
A&S Core Experience
Communications Foundation Courses 9
Rhetoric & Composition I
Rhetoric & Composition II
Communication Skills
Integrative Learning 6
Two ILS courses, one at the 2000 level, and one at the 4000 level
Arts and Humanities 6
Ethics: A Global Perspective
One course from ART, HIST, HUM, LIT, or REL
A Survey of College Mathematics (or higher, based on student's placement)
Statistics I
One course from BIO, CHM, PHY or SCI
Social Sciences 6
One course from ANTH, GEND, LEAD, PSCI, PSYC, RES or SOC
A&S Electives6
Choose one of the following:
Advanced Business Communication
Food Writing
Fashion Writing
Media Industries
Free Electives #
15 credits selected from 1000-4999 numbered offerings within the university 15
Total Credits120.0

IcTypically, internships require a minimum of six credits. Students interested in a 9 or 12-credit internship can apply additional experiential learning and free elective credits, if available. Students are strongly encouraged to contact a faculty advisor before scheduling internship and free elective credits.

D Directed Experiential Education (DEE) opportunities are based on project availability with community partners and student eligibility. For more information, visit Experiential Education & Career Services (EE&CS). 

SaTo be eligible to count toward Applied/ Experiential Learning, a Study Abroad offering must meet certain requirements. Contact JWU Global to discuss eligible Study Abroad options for this degree program.

#  In addition to classes, free elective credits may be applied to a number of options such as internship, study abroad, Directed Experiential Education courses and courses in a specialization or minor as relevant. For students who qualify for the J2 program, up to four graduate courses may apply. Students are strongly encouraged to contact a faculty advisor before scheduling free elective credits.

Note: Students must pass MATH0010 Pre-Algebra or have equivalent placement scores to enroll in required math courses.

Note: Students must pass ENG0001 Writing Workshop or have equivalent placement scores to enroll in ILS 2000-level courses.

Internships will be available but they will not be required. For online students who do not wish to register for an internship, 3000+ level college discipline-specific courses can be taken in place of the internship.

In collaboration with academic colleges across all JWU campuses, JWU Global Study Abroad programs offer a variety of international, domestic, and digital options for major, minor, free electives, experiential learning, and transferable courses. There are many affordable options for students during a semester, winter session, spring and/or summer breaks.  Faculty-led, exchange, affiliate, and direct-enroll programs range in duration from one week to a full semester or full year. Financial aid may be applied, and some partners offer external scholarships.  Premiere programs do not qualify for JWU scholarships or grants; however federal aid is available.  Visit the study abroad website for information, program descriptions and online applications. Where will you go? Wherever you decide, make the best of your educational journey!