Several decades ago, the study of marketing dealt almost exclusively with business activities involved in the flow of goods from production to consumption. Today it includes principles that are more widely applicable; they are as relevant to the success of arts, sports, and social programs as they are to firms selling goods and services. A major in marketing includes study in the behavioral sciences, communications, statistical analysis, and computer methods as well as marketing decision-making.
The Bachelor of Business Administration with a major in marketing requires a minimum of 120 s.h., including 22 s.h. of work for the major. Students must have a cumulative grade-point average of at least 2.00 in all college coursework attempted, all college coursework attempted in business, all college coursework attempted in the major, all coursework attempted at the University of Iowa, all business coursework attempted at the University of Iowa, and all coursework in the major attempted at the University of Iowa.
The program is designed to provide undergraduate students with an understanding of the business, social, and economic roles of marketing and to prepare them for marketing careers.
The BBA with a major in marketing requires the following coursework. To view the common BBA requirements, see the Bachelor of Business Administration in the catalog.
| Requirements | Hours |
|---|---|
| Marketing Common Required Courses | 10 |
| Marketing Elective Courses | 12 |
Students are not guaranteed specific elective options. The availability of courses may be subject to prerequisites or restrictions; students must complete all of a course's prerequisites before they may register for the course.
Marketing Common Required Courses
| Course # | Title | Hours |
|---|---|---|
| All of these: | ||
| MKTG:3050 | Professional Preparation in Marketing | 1 |
| MKTG:3100 | Marketing Research | 3 |
| MKTG:3200 | Consumer Behavior | 3 |
| MKTG:4500 | Marketing Capstone (must be taken at the University of Iowa) | 3 |
Marketing Elective Courses
| Course # | Title | Hours |
|---|---|---|
| 12 s.h. from these: | ||
| MKTG:3101 | Marketing Metrics | 3 |
| MKTG:3102 | Marketing Analytics | 3 |
| MKTG:3103 | Advanced Marketing Research | 3 |
| MKTG:3104 | Sports Marketing | 3 |
| MKTG:3300 | Web Business Strategy | 3 |
| MKTG:3400 | Retail Strategies | 3 |
| MKTG:3401 | Merchandise Management | 3 |
| MKTG:3600 | Product and Pricing | 3 |
| MKTG:3605 | Strategic Brand Positioning | 3 |
| MKTG:4000 | Contemporary Topics in Marketing | 3 |
| MKTG:4101 | Integrated Marketing Communications | 3 |
| MKTG:4200 | Sales Management | 3 |
| MKTG:4201 | Professional Selling | 3 |
| MKTG:4250 | Marketing and Sustainability | 3 |
| MKTG:4300 | International Marketing | 3 |
| MKTG:4400 | Digital Marketing | 3 |
| MKTG:4405 | Marketing Sales and Promotion | 3 |
| MKTG:4410 | Customer Relationship Management | 3 |
| MKTG:4800 | Marketing Consulting Project | 3 |
| Marketing Institute students may count the following courses if all are taken: | ||
| MKTG:3700 | Marketing Institute Seminar I | 2 |
| MKTG:3701 | Marketing Institute Field Studies | 2 |
| MKTG:3702 | Marketing Institute Seminar II | 2 |
Marketing Concentrations
Students may focus the major by selecting concentration courses to fulfill the electives requirement. Suggested elective courses for each optional concentration are listed as follows.
Marketing Communication and Strategy
| Course # | Title | Hours |
|---|---|---|
| Both of these: | ||
| MKTG:4101 | Integrated Marketing Communications | 3 |
| MKTG:4400 | Digital Marketing | 3 |
| Two of these: | ||
| MKTG:3101 | Marketing Metrics | 3 |
| MKTG:3300 | Web Business Strategy | 3 |
| MKTG:3605 | Strategic Brand Positioning | 3 |
| MKTG:4250 | Marketing and Sustainability | 3 |
| MKTG:4405 | Marketing Sales and Promotion | 3 |
Marketing Research and Analytics
| Course # | Title | Hours |
|---|---|---|
| Both of these: | ||
| MKTG:3101 | Marketing Metrics | 3 |
| MKTG:3102 | Marketing Analytics | 3 |
| Two of these: | ||
| MKTG:3103 | Advanced Marketing Research | 3 |
| MKTG:3104 | Sports Marketing | 3 |
| MKTG:3600 | Product and Pricing | 3 |
| MKTG:4400 | Digital Marketing | 3 |
| MKTG:4410 | Customer Relationship Management | 3 |
Product and Brand Management
| Course # | Title | Hours |
|---|---|---|
| Both of these: | ||
| MKTG:3600 | Product and Pricing | 3 |
| MKTG:3605 | Strategic Brand Positioning | 3 |
| Two of these: | ||
| MKTG:3101 | Marketing Metrics | 3 |
| MKTG:3102 | Marketing Analytics | 3 |
| MKTG:4101 | Integrated Marketing Communications | 3 |
| MKTG:4250 | Marketing and Sustainability | 3 |
| MKTG:4300 | International Marketing | 3 |
| MKTG:4400 | Digital Marketing | 3 |
| MKTG:4405 | Marketing Sales and Promotion | 3 |
Professional Sales Management
| Course # | Title | Hours |
|---|---|---|
| Both of these: | ||
| MKTG:4200 | Sales Management | 3 |
| MKTG:4201 | Professional Selling | 3 |
| Two of these: | ||
| MKTG:3101 | Marketing Metrics | 3 |
| MKTG:3400 | Retail Strategies | 3 |
| MKTG:4410 | Customer Relationship Management | 3 |
Retailing and E-Commerce
| Course # | Title | Hours |
|---|---|---|
| Both of these: | ||
| MKTG:3400 | Retail Strategies | 3 |
| MKTG:3401 | Merchandise Management | 3 |
| Two of these: | ||
| MKTG:3101 | Marketing Metrics | 3 |
| MKTG:3102 | Marketing Analytics | 3 |
| MKTG:3103 | Advanced Marketing Research | 3 |
| MKTG:3300 | Web Business Strategy | 3 |
| MKTG:4101 | Integrated Marketing Communications | 3 |
| MKTG:4250 | Marketing and Sustainability | 3 |
| MKTG:4300 | International Marketing | 3 |
| MKTG:4405 | Marketing Sales and Promotion | 3 |
| MKTG:4410 | Customer Relationship Management | 3 |
Marketing Institute
Marketing Institute students can pursue any of the above concentrations by completing the two foundational concentration courses (6 s.h.) plus the following Marketing Institute requirements (6 s.h.).
| Course # | Title | Hours |
|---|---|---|
| All of these: | ||
| MKTG:3700 | Marketing Institute Seminar I | 2 |
| MKTG:3701 | Marketing Institute Field Studies | 2 |
| MKTG:3702 | Marketing Institute Seminar II | 2 |
The Bachelor of Business Administration (BBA) program in marketing prepares students for positions in sales, market research, retailing, purchasing, or advertising. Employment opportunities exist for positions as market analysts, merchandise managers, buyers, purchasing agents, advertising managers, brand managers, consultants, and sales representatives in a variety of for-profit and nonprofit organizations.
Over 90% of students reported that they found permanent employment, were accepted to graduate school, or were not seeking employment within six months of graduation.
The Pomerantz Career Center offers multiple resources to help students find internships and jobs. For more information about careers, visit the Pomerantz Career Center website.
Sample Plan of Study
Sample plans represent one way to complete a program of study. Actual course selection and sequence will vary and should be discussed with an academic advisor. For additional sample plans, see MyUI.
Marketing, BBA
| Academic Career | ||
|---|---|---|
| Any Semester | Hours | |
| Students are required to complete 52 s.h. of non-business coursework. Courses with a prefix of ACCT, BAIS, BUS, ECON, ENTR, FIN, MGMT, and MKTG will not count towards non-business hours. Check degree audit for non-business hours or confer with academic advisor. | ||
| Students who need to complete the World Language requirement should consult with their academic advisor about when to add courses to plan of study. World Language counts as non-business coursework. | ||
| To fulfill the Tippie RISE experiential learning requirement, complete an approved course in at least one of the following categories: research with faculty, internship course, study abroad, experiential course. a | 0 - 3 | |
| Students must satisfy the Tippie College of Business residence requirement: 45 s.h. of UI coursework after admission to Tippie. | ||
| Hours | 0-3 | |
| First Year | ||
| Fall | ||
| MATH:1350 | Quantitative Reasoning for Business b | 4 |
| RHET:1030 | Rhetoric | 4 |
| ECON:1100 | Principles of Microeconomics | 4 |
| GE: Social Sciences c | 3 | |
| CSI:1600 | Success at Iowa | 2 |
| Hours | 17 | |
| Spring | ||
| BAIS:1500 | Business Computing Essentials | 2 |
| ECON:1200 | Principles of Macroeconomics | 4 |
| STAT:1030 | Statistics for Business | 4 |
| ENGL:1200 | The Interpretation of Literature | 3 |
| GE: Understanding Cultural Perspectives c | 3 | |
| Hours | 16 | |
| Second Year | ||
| Fall | ||
| ACCT:2100 | Introduction to Financial Accounting | 3 |
| BUS:2200 | Foundations for Success in Business d | 1 |
| BAIS:2800 | Foundations of Business Analytics | 3 |
| MGMT:2100 | Introduction to Management | 3 |
| GE: Natural Sciences without Lab c | 3 | |
| Minor, certificate, or non-business elective | 1 | |
| Hours | 14 | |
| Spring | ||
| MKTG:3050 | Professional Preparation in Marketing | 1 |
| BUS:3000 | Business Communication and Protocol e | 3 |
| MKTG:3000 | Introduction to Marketing Strategy | 3 |
| MGMT:2000 | Introduction to Law | 3 |
| GE: International and Global Issues c | 3 | |
| Minor, certificate, or non-business elective | 3 | |
| Hours | 16 | |
| Third Year | ||
| Fall | ||
| BAIS:3000 | Operations Management | 2 |
| BAIS:3005 | Information Systems | 2 |
| MKTG:3100 | Marketing Research f | 3 |
| MKTG:3200 | Consumer Behavior | 3 |
| GE: Values and Society c | 3 | |
| Hours | 13 | |
| Spring | ||
| ACCT:2200 | Managerial Accounting Analytics and Data Visualization | 3 |
| Major: Marketing elective g | 3 | |
| Major: Marketing elective g | 3 | |
| GE: Historical Perspectives c | 3 | |
| Minor, certificate, or non-business elective | 3 | |
| Hours | 15 | |
| Fourth Year | ||
| Fall | ||
| Major: Marketing elective g | 3 | |
| Major: Marketing elective g | 3 | |
| Minor, certificate, or non-business elective | 3 | |
| Minor, certificate, or non-business elective | 3 | |
| Minor, certificate, or non-business elective | 3 | |
| Hours | 15 | |
| Spring | ||
| MKTG:4500 | Marketing Capstone h, i | 3 |
| FIN:3000 | Introductory Financial Management | 3 |
| Minor, certificate, or non-business elective | 3 | |
| Minor, certificate, or non-business elective | 3 | |
| Minor, certificate, or non-business elective | 2 | |
| Degree Application: apply on MyUI before deadline (typically in February for spring, September for fall) j | ||
| Hours | 14 | |
| Total Hours | 120-123 | |
- a
- See degree audit for course options.
- b
- Enrollment in math courses requires completion of a placement exam.
- c
- GE courses may be completed in any order unless used as a prerequisite for another course. Students should consult with an advisor about the best sequencing of courses.
- d
- Complete BUS:2200 by the end of the second year, before enrolling in MKTG:3050.
- e
- Must be admitted to Tippie to enroll in BUS:3000. Generally completed during the second year, but should be taken no later than the third year.
- f
- BAIS:2800 and MKTG:3000 are required prerequisite courses.
- g
- Select from list of approved courses in the General Catalog or on degree audit.
- h
- Must be taken at the University of Iowa.
- i
- MKTG:3000, MKTG:3050, MKTG:3100, MKTG:3200, and one additional MKTG course numbered above 3100 are required prerequisite courses.
- j
- Please see Academic Calendar, Office of the Registrar website for current degree application deadlines. Students should apply for a degree for the session in which all requirements will be met. For any questions on appropriate timing, contact your academic advisor or Degree Services.