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.  

Program Overview

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

  • Shuili Du, Associate Professor of Marketing
    Firms that are more sustainable benefit in an expected way. They tend to be more innovative and introduce more successful new products.  
    Shuili Du, Associate Professor of Marketing
    Firms that are more sustainable benefit in an expected way. They tend to be more innovative and introduce more successful new products.  
  • Capstone course allows marketing students to work with companies on projects
    Paul College prides itself on providing its students with an education that prepares them for the workforce. One class, the senior professional capstone course in marketing, actually simulates real-life work projects students might encounter in their careers.
    Capstone course allows marketing students to work with companies on projects
    Paul College prides itself on providing its students with an education that prepares them for the workforce. One class, the senior professional capstone course in marketing, actually simulates real-life work projects students might encounter in their careers.
  • Connor Roelke '15 gives coffee drinkers a wake-up call
    What keeps you up at night? Job stress? Curfew breakers? For Connor Roelke '15, it’s coffee. He drinks it a lot, and he thinks about it a lot. That’s what happens when you brew up a business centered on the drink.
    Connor Roelke '15 gives coffee drinkers a wake-up call
    What keeps you up at night? Job stress? Curfew breakers? For Connor Roelke '15, it’s coffee. He drinks it a lot, and he thinks about it a lot. That’s what happens when you brew up a business centered on the drink.

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
MKTG 750
Marketing Strategy
MKTG 759
The Business of Sales
MKTG 757
Integrated Marketing Communication
MKTG 760
International Marketing
MKTG 764
New Product Development
MKTG 765
Applications in Digital Marketing
MKTG 798
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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