Good marketing can make the difference between failure and success for an organization.

Marketing involves a little bit of everything: subject or product knowledge, financial understanding, graphic design skills, effective writing, and sales know-how all play a part when selling a product or growing a brand. Marketers must keep their finger on the pulse of society and utilize their knowledge in a way that sets their organization apart. Through a bachelor’s degree in marketing at University of the Cumberlands, you’ll master the core aspects of business administration, practice implementing digital marketing strategies, conduct research, and learn how to apply your newfound knowledge of consumer behavior to the benefit of both your company and society as a whole. Through elective courses, you can dive deeper into specific fields that interest you, such as healthcare marketing, sports marketing, or social media. Whether you want an in-person experience or online courses, this marketing degree covers all the basics you need to launch into – or advance within – a career in marketing.

Anchor: Stats

By the numbers

$138,730

Average Salary

6%

Industry Growth

1 in 5

Students Make Dean's List

16:1

Student-to-Faculty Ratio
Anchor: Programs & Requirements
Programs & Requirements

Programs & Requirements

* The credit hours listed on this page only reference the specific program requirements and is not reflective of the total hours necessary to receive your degree. Cumberlands requires all students obtain a minimum of 60 hours for an associate’s degree and a total of 120 hours for a bachelor’s degree. Transfer and prior learning credits may be counted toward those totals.

To learn more about our General Education Requirements, please visit the page referenced below or explore our Academic Catalog

General Education Requirements

Bachelor of Science in Marketing

Our bachelor’s degree in marketing is designed to strengthen a strategic approach to marketing operations and initiatives to help drive more powerful connections between consumers and businesses and brands. The curriculum (both online and in-seat) enhances a broad approach to marketing through specialized focuses in this field. 

Coursework explores the essentials of marketing, along with topics in business and management to prepare students to effectively approach all aspects of the marketing lifecycle — from marketing research and strategy to analytics. Course studies offer the opportunity to refine an area of interest through electives in topics such as social media, advertising and PR campaigns.

Course Requirements

  • BADM 133 Introduction to Business
  • BADM 136 Microeconomics
  • BADM 137 Macroeconomics
  • BADM 300 Business Statistics
  • BADM 330 Legal Environment of Business
  • BADM 331 Principles of Management
  • BADM 333 Business Analytics
  • BADM 436 Capstone: Global Business
  • BACC 130 Fundamentals of Accounting 
  • BADM 313 Operations Management
  • BADM 334 Principles of Marketing
  • BADM 341 Pricing Strategy
  • BADM 435 Consumer Behavior
  • BADM 440 Digital Marketing Strategy
  • BADM 455 Market Research
  • BADM 456 Marketing Analytics

Choose three courses from the following:

  • BADM 342 Customer Service
  • BADM 320 Sport Business and Society
  • BADM 312 Supply Chain Management
  • BADM 430 Advertising
  • BADM 433 Services Marketing
  • BADM 434 Sports Marketing
  • BADM 411 Healthcare Marketing
  • BADM 421 Merchandise Planning
  • BADM 343 Sales Management
  • COMM 233 Graphic Design
  • COMM 334 Social Media
  • COMM 343 Creative Strategy
  • COMM 363 Advanced Video Production
  • COMM 444 PR Campaigns

A Bachelor of Arts requires all the same courses as a Bachelor of Science with the addition of four classes (12 hours) in a foreign language.

Choose one foreign language sequence:

  • FREN 131        Elementary French I
  • FREN 132        Elementary French II
  • FREN 231        Intermediate French I
  • FREN 232       Intermediate French II
     
  • SPAN 131        Elementary Spanish I
  • SPAN 132        Elementary Spanish II
  • SPAN 231        Intermediate Spanish I
  • SPAN 232       Intermediate Spanish II

Minor in Marketing

Coursework explores the essentials of marketing, along with topics in business and management to prepare students to effectively approach all aspects of the marketing lifecycle — from marketing research and strategy to analytics.

  • BADM 334 Principles of Marketing
  • BADM 435 Consumer Behavior
  • BADM 430 Advertising
  • BADM 455 Market Research

Choose three courses

  • BADM 341 Pricing Strategy
  • BADM 433 Services Marketing 
  • BADM 434 Sports Marketing 
  • BADM 343 Sales Management
  • BADM 421 Merchandise Planning
  • BADM 456 Marketing Analytics 
  • BADM 437 Digital Marketing Strategy
Anchor: Mission & Goals

Mission & Goals - Marketing

The mission of the B.S. in marketing degree program is to offer a robust foundation in marketing essentials for students who aspire to impact organizations and brands.

Develop successful marketing campaigns and initiatives
Proactively guide long-range marketing strategies
Cultivate advanced communication skills
Apply expertise in digital marketing and other technological areas in the field
Harness supporting expertise in business and management
Anchor: Career Outcomes

Marketing Careers & Outcomes

All stats from U.S. Bureau of Labor Statistics

Marketing Manager: $138,730

Marketing Manager: $138,730

Advertising, promotions, and marketing managers plan programs to generate interest in products or services.

Sales Manager: $130,600

Sales Manager: $130,600

Sales managers direct organizations' sales teams.

Public Relations Specialist: $67,440

Public Relations Specialist: $67,440

Public relations specialists create and maintain a positive public image for the clients they represent.

Market Research Analyst: $68,230

Market Research Analyst: $68,230

Market research analysts study consumer preferences, business conditions, and other factors to assess potential sales of a product or service.

Wholesale Sales Representative: $67,750

Wholesale Sales Representative: $67,750

Wholesale and manufacturing sales representatives sell goods for wholesalers or manufacturers to businesses, government agencies, and other organizations.

Advertising Sales Agent: $58,450

Advertising Sales Agent: $58,450

Advertising sales agents sell advertising space to businesses and individuals.

Anchor: FAQs

Common Questions about the Marketing Program

A marketing degree program is an undergraduate program that teaches foundational marketing skills. Traditionally earned in four years of full-time study, the degree calls for around 120 credits of coursework. Along with general education courses, you’ll study essential marketing subjects like marketing analytics and research, consumer behavior, principles of marketing and topics within related areas, such as business and sales. The Bachelor of Science in Marketing can prepare you for career entry or advancement or for advanced study in this or a related area. 

Typically, both an online program and a more traditional in-seat program contain similar coursework, so you won’t miss out on skills or faculty insights by opting to study online. If you’re seeking to change or advance your career while working full time, the flexibility of an online or hybrid format could be perfect for you.

Whether you’re pursuing entry or advancement, a bachelor’s degree in marketing program can position you for roles in areas such as marketing, advertising and public relations. And these jobs can be quite lucrative. According to the U.S. Bureau of Labor Statistics, marketing and advertising managers can earn median annual pay of $133,380, while specialists in this area, such as market research analysts can earn $63,920, and enjoy a much-faster-than-average job growth rate through 2031, with 150,300 additional jobs projected.

Whether you want to start or advance your marketing career, earning a bachelor’s degree in marketing from an accredited school can be a worthwhile investment for a number of reasons, including:

  • Career enhancement. In the current job landscape, many industries require a bachelor’s degree for entry or advancement. The U.S. Bureau of Labor Statistics designates 174 out of 800+ occupations as requiring a bachelor’s degree, and this number is only growing. 
  • A higher salary. According to the Bureau of Labor Statistics, workers with a bachelor’s degree earned $1,334 weekly versus $809 weekly for those with a high school diploma.
  • A flexible learning format. You don’t have to choose between your current responsibilities and achieving your educational goals. Earning your bachelor’s degree online or in a hybrid format offers the flexibility you need to build new skills in finance while studying from the comfort of home. 
  • A bridge to bigger goals. After earning your bachelor’s degree, you could be well on your way to a graduate degree. Your credits from your bachelor’s degree can transfer to a master’s degree, opening up your career path to even more opportunities.

Sure! Each online course lasts eight weeks, called a bi-term. There are two bi-terms per semester, and three semesters per year (fall, spring, and summer). Many classes are asynchronous, meaning there is no set login time; you can work on schoolwork whenever you find time. Cumberlands provides free rental textbooks to online students as part of its One Price Promise. 

Anchor: Faculty

Faculty Experts in Marketing

You call it learning about your future marketing professors. We call it networking.

Stacy Swafford

Dr. Stacy J. Swafford

Adjunct Professor
Business Administration

Dr. Stacy J. Swafford

Contact Information

stacy.swafford [at] ucumberlands.edu
Remote
Dr. Matt Keogh

Dr. Matt Keogh

Adjunct Professor
Business Administration

Dr. Matt Keogh

Contact Information

matthew.keogh [at] ucumberlands.edu
Remote
Dr. Michael Tabone

Dr. Michael Tabone

Adjunct Professor
Business Administration

Dr. Michael Tabone

Contact Information

michael.tabone [at] ucumberlands.edu
Remote

Program Accreditation

The Hutton School of Business at University of the Cumberlands has received specialized accreditations for its business programs through the International Accreditation Council for Business Education (IACBE) located at 11960 Quivira Road in Overland Park, Kansas, USA. For a list of accredited programs please refer to our IACBE member status page.

Please review our Public Disclosure of Student Achievement.

 

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