The business administration marketing major at UNH teaches you the art and science of persuasion in the digital age. You'll learn to create messages that people remember and share, from traditional TV ads to viral social media campaigns.
Learn how to make brands stand out and use numbers to guide your choices. You can get real experience in our student-run marketing agency, join sales competitions, and even study in the Dominican Republic.
By your senior year, you'll be tackling real client projects with actual businesses, products, and obstacles. You'll finish school with practical skills you can use right away in any marketing job.
What is marketing?
Marketing is about developing, establishing, and nurturing brands that create value for customers, partners, and society in general. As such, marketing is an activity and process to create, communicate, deliver, and capture value for various stakeholders. Marketers study consumer behavior to understand what they want. They help determine pricing, develop new products and services, and manage channels of product and service distribution. They also create and execute communications strategies to reach and persuade consumers to buy their product or service, including all forms of advertising, including social media, digital marketing, public relations, sales promotion, and personal selling.
Why study marketing at UNH?
In the business administration marketing major at UNH you will learn how to research markets and understand consumer behavior, develop, and maintain products and services of high value for customers. You’ll also learn how to use analytical methods to make marketing decisions, and how to deliver and communicate them across digital and traditional channels. The program emphasizes digital marketing and analytics across its courses. Marketing option students cap their studies with a real-world marketing project through the marketing workshop course in their senior year. Other hands-on experiences are available through our student-run digital marketing agency, sales competition group, marketing competition team, and study abroad experiences in the Dominican Republic.
Potential Careers
- Advertising and promotions manager
- Brand/Product manager
- Digital marketer
- Integrated marketing director
- Market analyst
- Market researcher
- New product development manager
- Sales professional
- Social media manager
- Supply chain manager
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Meet Clara Gomez Santa, a senior from Sabadell, Spain, a business administration marketing option major, and a member of the UNH Women's Basketball Team. The Journey from Spain to Durham I was incredibly shy and uncertain when I first arrived at the University of New Hampshire from my small hometown, near…Learn More -
Each spring, students in the UNH Marketing and Advertising Club (MAC) put their skills to the test through the Real-World Business Challenge, a hands-on opportunity to collaborate with local businesses on real marketing challenges. Over the semester, student teams develop creative strategies and solutions tailored to their client’s needs before presenting…Learn More -
Alumni Spotlight: Meredith Cline '15Meredith Cline became an active alum almost immediately after graduating, initially serving as a judge for the Undergraduate Research Conference (URC) before transitioning into the role of an alumni advisor for Paul’s FIRE Program. For Cline, the decision to become an active alum was…Learn More -
You can make so many connections here. I can't even fathom how I've been able to get the opportunities I have – like working at Amazon's headquarters. I would never have gotten something like that if it wasn't for UNH.Learn More -
I would never, for a single second, regret my decision to come to UNH. Freshman Ian would be proud of how far we've come.Learn More
Curriculum & Requirements
The Option in Marketing focuses on how to develop, establish, and maintain products and services of high value for customers as well as how to deliver and communicate them, from both digital and traditional perspectives. The option addresses key linkages critical to effective customer and brand management, from understanding customer needs and problems to delivering appropriate solutions and services. It further examines decision choices facing managers concerning market selection, entry timing, positional advantage to be pursued, targeting, and executional approaches. The option emphasizes digital marketing and analytics across its courses.
Sample Degree Plan
This sample degree plan serves as a general guide; students collaborate with their academic advisor to develop a personalized degree plan to meet their academic goals and program requirements.
| First Year | ||
|---|---|---|
| Fall | Credits | |
| ADMN 401 or ADMN 410 | Introduction to Responsible Business Management or Management Information Systems | 4 |
| ECON 401 or ECON 402 | Principles of Economics (Macro) or Principles of Economics (Micro) | 4 |
| MATH 422 or MATH 424A | Mathematics for Business Applications or Calculus for Social Sciences | 4 |
| Discovery | ||
| ADMN 403 | Computing Essentials for Business | 1 |
| PAUL 405 | Freshman Academic Experience I | 1 |
| Credits | 14 | |
| Spring | ||
| ADMN 410 or ADMN 401 | Management Information Systems or Introduction to Responsible Business Management | 4 |
| ECON 402 or ECON 401 | Principles of Economics (Micro) or Principles of Economics (Macro) | 4 |
| ENGL 401 | First-Year Writing | 4 |
| Discovery | 4 | |
| PAUL 406 | Freshman Academic Experience II | 1 |
| Credits | 17 | |
| Second Year | ||
| Fall | ||
| ADMN 502 | Financial Accounting | 4 |
| ADMN 510 | Business Analytics and Statistics | 4 |
| Discovery | 4 | |
| Discovery | 4 | |
| Credits | 16 | |
| Spring | ||
| ADMN 503 | Managerial Accounting | 4 |
| ADMN 585 | Marketing | 4 |
| Discovery | 4 | |
| Discovery | 4 | |
| PAUL 660 or PAUL 690 | BiP-Social Intelligence Topics or BiP-Professional Intelligence Topics | 2 |
| Credits | 18 | |
| Third Year | ||
| Fall | ||
| ADMN 570 or ADMN 580 | Introduction to Financial Management or Quantitative Decision Making | 4 |
| ADMN 575 | Behavior in Organizations | 4 |
| MKTG 752 or MKTG 753 | Marketing Research or Consumer/Buyer Behavior | 4 |
| Discovery | 4 | |
| BiP Business in Practice (PAUL 660, 670, 680 or 690) | 2 | |
| Credits | 18 | |
| Spring | ||
| ADMN 580 or ADMN 570 | Quantitative Decision Making or Introduction to Financial Management | 4 |
| MKTG 753 or MKTG 752 | Consumer/Buyer Behavior or Marketing Research | 4 |
| MKTG 763 | Marketing Analytics | 4 |
| Course selected in consultation with advisor 1 | 4 | |
| BiP Business in Practice (PAUL 660, 670, 680 or 690) | 2 | |
| Credits | 18 | |
| Fourth Year | ||
| Fall | ||
| ADMN 775 & ADMN 700 or MKTG 775 | Strategic Management: Decision Making or Marketing Workshop | 4 |
| Marketing elective | 4 | |
| Course selected in consultation with advisor 1 | 4 | |
| Course selected in consultation with advisor 1 | 4 | |
| BiP Business in Practice (PAUL 660, 670, 680 or 690) | 2 | |
| Credits | 18 | |
| Spring | ||
| MKTG 775 or ADMN 775 | Marketing Workshop or Strategic Management: Decision Making | 4 |
| Marketing elective | 4 | |
| Course selected in consultation with advisor 1 | 4 | |
| Course selected in consultation with advisor 1 | 4 | |
| Credits | 16 | |
| Total Credits | 135 | |
- 1
Students can explore a second option, second major, minor, or general electives.
Degree Requirements
All Major, Option and Elective Requirements as indicated.
*Major GPA requirements as indicated.
Major Requirements
A typical plan of study follows, showing the major-required courses. Students take 16-18 credits per semester. Discovery Program requirements (including the Inquiry requirement in the first two years) and elective courses are taken as well. Students are expected to follow this course plan. In the first three semesters, students cannot take more than two major courses in a single semester. The options have additional requirements as noted. For a detailed schedule/plan of study for each option, students should check with the Paul College Undergraduate Programs and Advising Office for specific recommendations.
| Code | Title | Credits |
|---|---|---|
| Required Courses | ||
| ADMN 401 | Introduction to Responsible Business Management | 4 |
| ADMN 403 | Computing Essentials for Business | 1 |
| ADMN 410 | Management Information Systems | 4 |
| ADMN 502 | Financial Accounting | 4 |
| ADMN 503 | Managerial Accounting | 4 |
| ADMN 510 | Business Analytics and Statistics | 4 |
| ADMN 570 | Introduction to Financial Management | 4 |
| ADMN 575 | Behavior in Organizations | 4 |
| ADMN 580 | Quantitative Decision Making | 4 |
| ADMN 585 | Marketing | 4 |
| ADMN 775 | Strategic Management: Decision Making 1 | 4 |
| ECON 401 | Principles of Economics (Macro) | 4 |
| ECON 402 | Principles of Economics (Micro) | 4 |
| MATH 422 | Mathematics for Business Applications | 4 |
| or MATH 424A | Calculus for Social Sciences | |
| PAUL 405 | Freshman Academic Experience I | 1 |
| PAUL 406 | Freshman Academic Experience II | 1 |
| PAUL 660 | BiP-Social Intelligence Topics 2 | 2 |
| PAUL 670 | BiP-Analytical Intelligence Topics 2 | 2 |
| PAUL 680 | BiP-Competitive Intelligence Topics 2 | 2 |
| PAUL 690 | BiP-Professional Intelligence Topics 2 | 2 |
- 1
This is the capstone course in the business administration program, and satisfies the capstone requirement of the Discovery Program. Students may be required to concurrently enroll in ADMN 700 PAUL Assessment of Core Knowledge (zero credits) for AACSB accreditation purposes.
- 2
Students may satisfy PAUL 660, PAUL 670, PAUL 680, PAUL 690 requirements through other courses/experiences with approved intelligence attributes assigned.
Depending of the choice of option and the specific requirements thereof, students may be able to take PAUL or non-PAUL electives in their junior or senior year.
Option in Marketing
| Code | Title | Credits |
|---|---|---|
| Required Courses | ||
| MKTG 752 | Marketing Research | 4 |
| MKTG 753 | Consumer/Buyer Behavior | 4 |
| MKTG 763 | Marketing Analytics | 4 |
| MKTG 775 | Marketing Workshop | 4 |
| Select two courses from the following: | 8 | |
MKTG 644 | Retail Management in an Omnichannel World | |
MKTG 649 | Foundations of Personal Selling | |
MKTG 750 | Marketing Strategy | |
MKTG 757 | Integrated Marketing Communication | |
MKTG 760 | International Marketing | |
MKTG 764 | New Product Development | |
MKTG 765 | Applications in Digital Marketing | |
MKTG 620 | Topics in Marketing 1 | |
or MKTG 720 | Topics in Marketing II | |
| Total Credits | 24 | |
- 1
Offerings will vary from semester to semester.
For additional courses, students are encouraged to meet with department faculty or with the Academic Advising Office for help in choosing a career track and additional courses.
Program Learning Outcomes
- Students will demonstrate proficiency in the core content areas of business.
- Students will think critically to address business situations.
- Students will demonstrate communication skills to interact effectively in business situations.
- Students will identify and understand the ethical dimensions and implications of business decisions.
- Students will demonstrate the ability to analyze a business situation by applying a multiple stakeholder lens.
- Students will demonstrate an understanding of business practices as they relate to local, national and global competitiveness.
Explore Program Details
Students interested in our Business Administration Marketing major may also be interested in these advanced degree offerings:
- Full-Time MBA or Online or Hybrid MBA
- Six MBA options are available, but not required: Finance, Information Systems & Business Analytics, Marketing, Global Business, Growth and Innovation, and Healthcare Industry
- Business Analytics Graduate Certification
Have you ever dreamed of running your own marketing agency? Here's your chance. This student-run agency takes on real client projects, collaborates in teams, and offers hands-on experience solving genuine marketing challenges.
Imagine starting your professional sales journey armed with high-stakes competition experience under your belt, extensive hands-on training, and connections to major companies.
Get the chance to tackle real business challenges, create and execute marketing events, and collaborate with clients – all while building an impressive portfolio that showcases your abilities. This is a collegiate chapter of a prestigious marketing association with over 30,000 members.
