Business Administration Major: Marketing Option B.S.

Marketing student MAC real world challenge
Business Administration Major: Marketing Option B.S.

The Marketing Option in the B.S. Business Administraton 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.  

What is marketing?

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.

Why study marketing at UNH?

In the Paul College of Business and Economics business administration major marketing option 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. 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

Contact

Thomas Gruen

Marketing, Chair of Marketing
PROFESSOR
Phone: (603) 862-3360
Office: Marketing, Paul College Rm 370A, Durham, NH 03824
  • Devin McMahon '19 pursues a future in advertising
    When she was in her first-year student, Devin McMahon ’19 couldn’t imagine getting opportunities like traveling across the country or presenting a business plan. Now, as she pursues a future in the advertising industry, she’s happy she pursued each challenge head-on.
    Devin McMahon '19 pursues a future in advertising
    When she was in her first-year student, Devin McMahon ’19 couldn’t imagine getting opportunities like traveling across the country or presenting a business plan. Now, as she pursues a future in the advertising industry, she’s happy she pursued each challenge head-on.
  • Marketing with Communications Minor
    If I could do my blog full time after I graduate, that would be ideal. I love writing and it’s my favorite platform to express myself. I can write whatever I want and share my opinion about things. And being a marketing major I’ve realized that companies having blogs is such a crucial tool to...
    Marketing with Communications Minor
    If I could do my blog full time after I graduate, that would be ideal. I love writing and it’s my favorite platform to express myself. I can write whatever I want and share my opinion about things. And being a marketing major I’ve realized that companies having blogs is such a crucial tool to...
  • Marketing Major with a Minor in Sales
    It was awkward. I called a prospect and as we got to chatting and I began my pitch, he cut in and said ‘I’m actually no longer with the company.’ I got the impression he had been laid off. He was one of my top prospects and I didn’t know where to go with it anymore. A couple weeks later, I saw that...
    Marketing Major with a Minor in Sales
    It was awkward. I called a prospect and as we got to chatting and I began my pitch, he cut in and said ‘I’m actually no longer with the company.’ I got the impression he had been laid off. He was one of my top prospects and I didn’t know where to go with it anymore. A couple weeks later, I saw that...
  • Marketing and Management Dual Major
    Media has always played a huge role in my life, I’ve always been an informed person, and I’m fascinated by how widely available information is to everybody. But with that comes responsibility. And after my internship this summer, I have a much deeper appreciation for how important the media’s role...
    Marketing and Management Dual Major
    Media has always played a huge role in my life, I’ve always been an informed person, and I’m fascinated by how widely available information is to everybody. But with that comes responsibility. And after my internship this summer, I have a much deeper appreciation for how important the media’s role...
  • Students learn about business in the Dominican Republic
    In today’s world, global and cultural knowledge has become increasingly more critical for success in the business field. Ashton-Savage, principal lecturer in marketing, made it her mission to provide a short-term, study-abroad class to...
    Students learn about business in the Dominican Republic
    In today’s world, global and cultural knowledge has become increasingly more critical for success in the business field. Ashton-Savage, principal lecturer in marketing, made it her mission to provide a short-term, study-abroad class to...

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 420Business Statistics4
ADMN 502Financial Accounting4
ADMN 503Managerial Accounting4
ADMN 570Introduction to Financial Management4
ADMN 575Behavior in Organizations4
ADMN 580Quantitative Decision Making4
ADMN 585Marketing4
ADMN 703Strategic 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

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 762Marketing Workshop4
MKTG 763Marketing Analytics4
Select two of the following courses:8
Marketing Strategy
The Business of Sales
Integrated Marketing Communication
International Marketing
New Product Development
Applications in Digital Marketing
Topics 1
Total Credits24

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.

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