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Apr 19, 2024
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2023-2024 Undergraduate Catalog
Marketing, B.B.A.
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Program Description
Marketing majors conform to the general structure of the B.B.A. degree program. The B.B.A. degree in marketing requires a minimum of 120 credit hours of undergraduate course work.
Admission and Retention Requirements
College of Business Progression Standards
Any student admitted to JMU can declare any major offered by the College of Business. However, students must make satisfactory progress in order to be formally admitted into the College of Business. Requirements to continue pursuing a B.B.A. degree, often referred to as progression standards or formal admission, can be found on the College of Business catalog page.
Degree and Major Requirements
| Degree and Major Requirements |
Credit Hours |
| General Education requirements 1 |
41 |
| B.B.A. lower-level core courses 2 |
27-28 |
| B.B.A. upper-level core courses |
18 |
| Marketing major requirements |
27 |
Electives
Total
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7-13
120
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Footnotes
1 The General Education program contains a set of requirements each student must fulfill. The number of credit hours necessary to fulfill these requirements may vary. Major Requirements
Students planning to major in marketing must complete the 27-28 hour, lower-level B.B.A. core requirements (see the College of Business section for the list of courses) prior to enrolling in upper-level B.B.A. core and marketing courses. Upper-level courses normally begin in the first semester of the junior year. The lower-level core curriculum should be completed during the first two years of study along with most of the university General Education curriculum. Failing to complete all lower-level core requirements on time will delay enrollment in upper-level core and major courses. The following upper-level B.B.A. core courses are required: COB 300A , COB 300B , COB 300C , and COB 300D ; COB 318 ; and COB 487 . Marketing Curriculum Required Core Courses: 15 Credit Hours
The marketing curriculum consists of 27 credit hours in marketing. The required courses equip students with the knowledge and skills all marketers should have. Elective courses allow students to pursue areas of special interest and prepare for specific career tracks in marketing. Students may choose to complete an optional concentration in Professional Sales or Digital Marketing.
Concentration and Elective Courses: 12 Credit Hours
Major Requirements Total: 27 Credit Hours
Marketing Electives: 12 Credit Hours
Choose four:
Footnotes
1 MKTG 455 , MKTG 465 , and MKTG 466 are sales-focused marketing electives applied toward the professional sales concentration.
2 MKTG 410 , MKTG 470 and MKTG 477 are digital marketing-focused marketing electives applied toward the digital marketing concentration.
B.B.A. Core Component
B.B.A. Lower-Level Core Component
B.B.A. majors must complete all of the B.B.A. core components as part of their degree program. The following courses comprise the B.B.A. Lower-Level Core Component:
B.B.A. Upper-Level Core Component
The following courses comprise the B.B.A. Upper-Level Core Component:
Footnotes
1 MATH 220 may be substituted for COB 191 .
2 COB 191 or equivalent and MATH 205 or equivalent are prerequisites for COB 291 .
3 Calculus is required but not used in calculating the B.B.A. core GPA. Students may substitute MATH 231 , MATH 233 or ISAT 151 to fulfill the calculus requirement. MATH 235 is preferred for Economics and Finance majors.
4 COB 241 must be taken before COB 242 .
5 COB 242 is a prerequisite for COB 300 but is not used in calculating the B.B.A. core GPA.
6 All four COB 300 courses must be taken during the same semester.
7 COB 300 is a prerequisite or corequisite for COB 318 . COB 318 is a prerequisite for COB 487 and BLAW 497 .
8 COB 487 must be taken during the senior year.
Digital Marketing Concentration
The emerging digital marketing sector is attracting marketing graduates interested in paid search, display advertising, marketing analytics, search engine optimization, content marketing, mobile marketing, email marketing and social media. Students who graduate with the digital marketing concentration will understand the foundational theory and best practices related to driving website traffic and making data-driven decisions. Students will be prepared to complete industry-recognized certifications within the digital marketing electives and will be encouraged to complete other external certifications that relate to their career goals. Students will learn to use appropriate industry tools for the classes in which they enroll such as website builders, email service providers, content creation tools, social media planning dashboards and keyword planning tools. Students will learn the development process for digital marketing platforms and to connect the creation of materials to marketing strategies and measurable objectives. After completing the concentration, students will have an understanding of the use of digital marketing in contributing to the overall achievement of the organization’s business objectives. Courses in this concentration build on the content of MKTG 384 . Students should complete this course as soon as possible after completing COB 300.
Required Marketing Courses: 15 Credit Hours
Digital Marketing-Focused Electives: 12 Credit Hours
Complete twelve credits through one of the following paths below.
Digital Marketing Path 1:
Three digital marketing-focused marketing electives (nine credits) and one other marketing elective (three credits)
Digital Marketing Path 2:
Two digital marketing-focused marketing electives (six credits) and two other marketing electives (six credits)
Digital Marketing Concentration Total: 27 Credit Hours
Professional Sales Concentration
This concentration prepares students for careers in sales that focus on business customers and, in most cases, on the selling of relatively complex and technical products and services.
Courses in this concentration build on the content of MKTG 430 . Students should complete this course as soon as possible after completing COB 300.
Required Marketing Courses: 15 Credit Hours
Sales-Focused Marketing Electives: 12 Credit Hours
Complete twelve credits through one of the following paths below. MKTG 466 is required for students pursuing the sales concentration.
Professional Sales Path 1:
Professional Sales Path 2:
Professional Sales Concentration Total: 27 Credit Hours
Recommended Schedule for Majors
Marketing majors should follow the course schedule below to complete the final two years of their program. It is possible to deviate from this schedule but care must be taken to ensure that all course prerequisites are met.
Third Year - First Semester
Third Year - First Semester Total: 15 Credit Hours
Third Year - Second Semester
Third Year - Second Semester Total: 15 Credit Hours
Recommended Schedule for Marketing Majors (No Concentration)
Fourth Year - First Semester
- MKTG 482. Marketing Analytics Credits: 3.00
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Required marketing courses not completed junior year Credits: 3.00
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Marketing electives Credits: 9.00
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Electives as needed Credits: 1.00-6.00
Fourth Year - First Semester Total:
Fourth Year - Second Semester
Fourth Year - Second Semester Total:
Recommended Schedule for the Digital Marketing Concentration
Marketing majors pursuing a concentration in Digital Marketing should follow the course schedule below to complete the final two years of their program. It is possible to deviate from this schedule but care must be taken to ensure that all course prerequisites are met. In order to meet the requirements of the Digital Marketing Concentration, students should complete MKTG 384 in the semester immediately following the successful completion of CoB 300.
The recommended schedule for the fourth-year below is based on Path 1 by completing three Digital Marketing-focused electives (9 Credit Hours) and one Marketing elective (3 Credit Hours). Students may pursue Path 2 to fulfill Digital Marketing concentration requirements by completing two Digital Marketing-focused electives (6 Credit Hours) and two Marketing electives (6 Credit Hours).
Fourth Year - First Semester
Fourth Year - First Semester Total: 15 Credit Hours
Fourth Year - Second Semester
Fourth Year - Second Semester Total: 12-15 Hours
Recommended Schedule for the Professional Sales Concentration
Marketing majors pursuing a concentration in Professional Sales should follow the course schedule below to complete the final two years of their program. It is possible to deviate from this schedule but care must be taken to ensure that all course prerequisites are met. In order to meet the requirements of the Professional Sales Concentration, students should complete MKTG 430 in the semester immediately following the successful completion of COB 300.
The recommended schedule for the fourth-year below is based on Path 1. Students may pursue Path 2 to fulfill Professional Sales concentration requirements by replacing MKTG 455 or MKTG 465 with a Marketing elective.
Fourth Year - First Semester
Fourth Year - First Semester Total: 15 Credit Hours
Fourth Year - Second Semester
Fourth Year - Second Semester Total: 15 Credit Hours
Program Total: 120 Credit Hours
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