Business Administration Major: Marketing Option (B.S.)

Business Administration Major: Marketing Option (B.S.)

Marketing student MAC real world challenge

The Marketing Option in the B.S. Business Administration major 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.  Our program is ranked #30 nationally by University HQ, a respected online resource that helps students find the right college. 

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Marketing focuses on managing the customer assets of the firm to develop and enhance customer value. Its goal is to create and communicate value propositions that anticipate and match the needs of current and potential customers through coordinated strategy and execution. Marketing work includes understanding customer behavior, actively developing products and services, determining pricing, managing channels and institutions to distribute and deliver products and services, and selecting and executing integrated communications activities.


In the business administration marketing major you’ll learn how to research markets and understand consumer behavior, develop and maintain products and services of high value for customers, how to use analytical methods for making marketing decisions, as well as how to deliver and communicate them across digital and traditional channels. The program emphasizes digital marketing and analytics across its courses. All marketing option students cap their studies with a live marketing project through our marketing workshop. Our Marketing Department is ranked among the best in the country based on scholarly research, bringing cutting-edge knowledge into the classroom to give you a competitive edge in the marketplace.

Potential careers

  • Advertising and promotions manager
  • Brand manager
  • Buyer
  • Digital marketer
  • Market analyst
  • Market researcher
  • New product development
  • Sales professional


Carrie Rosalia

Pronouns: She/her/hers
Administrative Assistant III, Marketing
Phone: (603) 862-3374
Office: UNH Paul College Marketing, Peter T. Paul College, Durham, NH 03824

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.  

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.

Business Adminsistration core requirements
ADMN courses:
ADMN 400Introduction to Business4
ADMN 403Computing Essentials for Business1
ADMN 410Management Information Systems4
ADMN 502Financial Accounting4
ADMN 503Managerial Accounting4
ADMN 510Business Statistics4
ADMN 570Introduction to Financial Management4
ADMN 575Behavior in Organizations4
ADMN 580Quantitative Decision Making4
ADMN 585Marketing4
ADMN 775Strategic Management: Decision Making 14
Other subject code courses:
ECON 401Principles of Economics (Macro)4
ECON 402Principles of Economics (Micro)4
MATH 422Mathematics for Business Applications4
or MATH 424A Calculus for Social Sciences
PHIL 431Business Ethics4
PAUL 405Freshman Academic Experience I1
PAUL 406Freshman Academic Experience II1
PAUL 660BiP-Social Intelligence Topics 22
PAUL 670BiP-Analytical Intelligence Topics 22
PAUL 680BiP-Competitive Intelligence Topics 22
PAUL 690BiP-Professional Intelligence Topics 22

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.


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

Required courses:
MKTG 752Marketing Research4
MKTG 753Consumer/Buyer Behavior4
MKTG 763Marketing Analytics4
MKTG 775Marketing Workshop4
Select two of the following courses: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 Credits24

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.

  • 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

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