Marketing - BS
The Marketing bachelor's degree program prepares students for careers in a variety of managerial and professional positions in the marketing industry. Students learn general marketing concepts and various functional specialties in fields such as digital marketing and research and creative strategy.
Upon completion of the program, graduates are expected to:
- Apply the major concepts, skills and values of marketing 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.
As part of the program, students are offered the opportunity to develop expertise in consumer behavior, marketing analysis, strategic marketing, marketing communications, brand marketing and design, professional selling, international marketing, and marketing technologies such as data-driven marketing, digital media planning and search engine marketing.
Students may apply these skills in programs such as directed experiential education, internships, and summer work or study abroad programs. These programs are tailored based on student learning and interests, and professional goals, designed jointly in collaboration with students, faculty advisors and business partners. Students also meet with faculty advisors to determine a career focus that best suits their desired professional objectives.
The Marketing program in Providence offers 2 specializations (22.5 credits) that enhance and strengthen the qualifications of graduates interested in Digital Marketing and Analytics and Creative Advertising. These specializations are intended to give students opportunities to develop expertise in a functional area that complements their major. Real-world applications are embedded in both specializations.
The Digital Marketing and Analytics specialization affords students who are either Marketing or Advertising & Marketing Communications majors the opportunity to gain additional knowledge and skills in the expanding digital marketing and research analytics industry. Students can pursue careers in digital media planning, digital analytics, database management, research management, search engine marketing and content marketing.
Upon completion of the Digital Marketing and Analytics specialization, students are expected to:
- Develop online optimization strategies for paid and organic search marketing using analytics and digital platforms.
The Creative Advertising specialization is suitable for students who are interested in careers in art direction and copywriting, branded content production, digital display, brand design and development, blogger or content manager.
Upon completion of the Creative Advertising specialization, students are expected to:
- Write, design and produce creative advertising and branded content in both digital and traditional media.
Marketing
A four-year program leading to the bachelor of science degree
Credits Business Foundations | ||
| ACCT1210 | Financial Accounting | 4.5 |
| ACCT1220 | Managerial Accounting | 4.5 |
| FISV2000 | Finance | 4.5 |
| FIT1040 | Spreadsheet Design for Business Solutions | 4.5 |
| LAW2001 | The Legal Environment of Business I | 4.5 |
| MGMT1001 | Contemporary Business Management I | 4.5 |
| MGMT2001 | Human Resource Management | 4.5 |
| MRKT1001 | Principles of Marketing | 4.5 |
| Major Courses | ||
| ADVC1010 | Marketing Communications | 4.5 |
| MRKT1002 | Consumer Behavior | 4.5 |
| MRKT2050 | Marketing Research | 4.5 |
| MRKT3005 | Brand Marketing | 4.5 |
| MRKT3045 | Social Media Marketing | 4.5 |
| or ADVC2001 | Creative Concepts and Strategy | |
| MRKT3050 | Techniques in Sales Management | 4.5 |
| MRKT4030 | International Marketing | 4.5 |
| MRKT4055 | Strategic Marketing | 4.5 |
| Major Electives | 22.5 | |
| Choose five of the following: | ||
| Creative Concepts and Strategy | ||
| Copywriting and Art Direction | ||
| Advanced Brand Communications | ||
| Advertising Campaigns | ||
| Digital Media Planning | ||
| Special Projects in Integrated Marketing Communications | ||
| Portfolio Seminar | ||
| Search Engine Marketing | ||
| Marketing Communications in an International Context | ||
| Brand Design | ||
| Data-Driven Marketing | ||
| Product Development | ||
| Social Media Marketing | ||
| Marketing Analytics | ||
| Special Topics in Marketing | ||
| A&S Core Experience | ||
| Communications Foundation Courses | 13.5 | |
| English Composition | ||
| Advanced Composition and Communication | ||
| Communication Skills | ||
| Integrative Learning | 9 | |
Two ILS courses, one at the 2000 level, and one at the 4000 level. | ||
| Arts and Humanities | 9 | |
| Ethics: A Global Perspective | ||
One course from ART, HIST, HUM‡, LIT, or REL | ||
| Mathematics | 9 | |
| A Survey of College Mathematics (or higher, based on student's placement) | ||
| Statistics | ||
| Science | 4.5 | |
One course from BIO^, CHM±, PHY° or SCI | ||
| Social Sciences | 9 | |
| Macroeconomics | ||
One course from ANTH°°, LEAD, PSCI, PSYC or SOC | ||
| A&S Electives | 9 | |
Two courses with an EASC attribute, at least one at 3000 level or higher. | ||
| Free Electives # | ||
| 22.5 credits selected from 1000-4999 numbered offerings within the university. | 22.5 | |
| Total Credits | 180.0 | |
Visit Courses by Subject Code for a listing of all campus courses.
‡HUM courses are not offered in North Miami or Online.
^BIO courses are not offered in North Miami, Charlotte or Online.
¶CAD courses are not offered Online.
±CHM courses are not offered in North Miami or Online.
°PHY courses are not offered in Charlotte.
°°ANTH courses are not offered in North Miami or Charlotte.
# In addition to classes, free elective credit can be applied to a number of options such as Directed Experiential Education (DEE), Internship, Minor or Study Abroad. For Accelerated Master's program students, up to 3 graduate-level courses may apply. Students are strongly encouraged to contact an advisor before scheduling free elective credits.
NOTE: Students must pass MATH0010 Basic Mathematics or have equivalent placement scores to enroll in required math course(s).
Students who graduate with a bachelor's degree must leave Johnson & Wales University with effective writing skills. These writing skills will be assessed at the completion of ENG1021 Advanced Composition and Communication .
In collaboration with academic colleges across all JWU campuses, JWU Study Abroad programs offer a variety of options for major, minor, Arts & Science, and elective credit at many price points for students during the academic year and summer. Financial aid is applicable and scholarships are available. Visit the study abroad website for information, program descriptions and online applications.