Marketing - B.S.
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, research and creative strategy. 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.
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.
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 advisers and business partners. Students also meet with faculty advisers to determine a career focus that best suits their desired professional objectives.
The Marketing program in Providence offers two specializations (15 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, blogging and content management.
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 | 3 |
| ACCT1220 | Managerial Accounting | 3 |
| BUS1001 | Introduction to Business and Management | 3 |
| BUS3010 | Business Analytics | 3 |
| BUS4030 | Global Strategy Capstone | 3 |
| FISV2000 | Finance | 3 |
| FIT1040 | Spreadsheet Design for Business Solutions | 3 |
| LAW2001 | The Legal Environment of Business I | 3 |
| MGMT2001 | Human Resource Management | 3 |
| MGMT2020 | Organizational Dynamics | 3 |
| MGMT2030 | Operations and Supply Chain Management I | 3 |
| MRKT1001 | Brand Marketing & Consumer Value | 3 |
| Major Courses | ||
| MRKT1002 | Consumer Behavior | 3 |
| MRKT2050 | Marketing Research | 3 |
| MRKT3033 | Product & Brand Management | 3 |
| MRKT3045 | Social Media Marketing | 3 |
| MRKT3050 | Contemporary Sales in the Global Economy | 3 |
| MRKT4055 | Global Strategic Marketing | 3 |
| Applied/Experiential Learning | ||
| Choose 9 credits from the following: G | 9 | |
| College of Business Internship Ic | ||
| Directed Experiential Education D | ||
Study Abroad | ||
| A&S Core Experience | ||
| Communications Foundation Courses | 9 | |
| English Composition | ||
| Advanced Composition and Communication | ||
| 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 | ||
| Mathematics | 6 | |
| A Survey of College Mathematics (or higher, based on student's placement) | ||
| Statistics I | ||
| Science | 3 | |
One course from BIO^, CHM±, PHY° or SCI | ||
| Social Sciences | 6 | |
| Microeconomics | ||
One course from ANTH°°, LEAD, PSCI, PSYC or SOC | ||
| A&S Electives | 6 | |
| Macroeconomics | ||
One course with an EASC attribute | ||
| Free Electives # | ||
| 15 credits selected from 1000-4999 numbered offerings within the university | 15 | |
| Total Credits | 120.0 | |
G Students not meeting the requirements for experiential learning opportunities may take other course options with department or college chair and dean approval. Additional experiential opportunities may be available within your department. For more information, contact your faculty adviser.
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 adviser 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).
# 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 Accelerated Master's program students, up to three graduate-level courses may apply. Students are strongly encouraged to contact a faculty adviser before scheduling free elective credits.
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.
¶CAD courses are only offered in Providence.
±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.
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 to fulfill the graduation writing requirement. These writing skills are assessed in ENG1021 Advanced Composition and Communication. Students who have met the requirement of ENG1021 Advanced Composition and Communication or ENG1027 Honors Advanced Composition and Communications: Civic Discourse outside of Johnson & Wales University must fulfill the graduation writing requirement through successful completion of ENG0001 Writing Workshop.
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 four JWU campuses, JWU Global — Study Abroad programs offer a variety of international options for major, minor, arts and sciences, and elective credit at many affordable price points for students during the academic year, break periods, and summer. Faculty-led, exchange, affiliate, and direct-enroll programs range in duration from one week to a full semester. Financial aid is applicable and scholarships are available. Visit the study abroad website for information, program descriptions and online applications. Where will you go?