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

Business Administration Major: Marketing Option (B.S.)
UNH students involved in Paul College's student-run marketing agency, Voice Z Digital, shoot content on site with a client.

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

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

Plan of Study Grid
First Year
ADMN 400
or ADMN 410
Introduction to Business
or Management Information Systems
ECON 401
or ECON 402
Principles of Economics (Macro)
or Principles of Economics (Micro)
MATH 422
or MATH 424A
Mathematics for Business Applications
or Calculus for Social Sciences
PHIL 431 Business Ethics 4
ADMN 403 Computing Essentials for Business 1
PAUL 405 Freshman Academic Experience I 1
ADMN 410
or ADMN 400
Management Information Systems
or Introduction to Business
ECON 402
or ECON 401
Principles of Economics (Micro)
or Principles of Economics (Macro)
ENGL 401 First-Year Writing 4
Discovery 4
PAUL 406 Freshman Academic Experience II 1
Second Year
ADMN 502 Financial Accounting 4
ADMN 510 Business Statistics 4
Discovery 4
Discovery 4
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
Third Year
ADMN 570
or ADMN 580
Introduction to Financial Management
or Quantitative Decision Making
ADMN 575 Behavior in Organizations 4
MKTG 752
or MKTG 753
Marketing Research
or Consumer/Buyer Behavior
Discovery 4
BiP Business in Practice (PAUL 660, 670, 680 or 690) 2
ADMN 580
or ADMN 570
Quantitative Decision Making
or Introduction to Financial Management
MKTG 753
or MKTG 752
Consumer/Buyer Behavior
or Marketing Research
MKTG 763 Marketing Analytics 4
Course selected in consultation with advisor 1 4
BiP Business in Practice (PAUL 660, 670, 680 or 690) 2
Fourth Year
ADMN 775
ADMN 700
or MKTG 775
Strategic Management: Decision Making
or Marketing Workshop
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
MKTG 775
or ADMN 775
Marketing Workshop
or Strategic Management: Decision Making
Marketing elective 4
Course selected in consultation with advisor 1 4
Course selected in consultation with advisor 1 4
 Total Credits139

Students can explore a second option, second major, minor, or general electives.

Degree Requirements

Minimum Credit Requirement: 128 credits
Minimum Residency Requirement: 32 credits must be taken at UNH
Minimum GPA: 2.0 required for conferral*
Core Curriculum Required: Discovery & Writing Program Requirements
Foreign Language Requirement: No

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.

Business Administration 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 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 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

Students interested in our Business Administration Marketing major may also be interested in these advanced degree offerings:


Members of UNH Paul College's student-run digital marketing agency, Voice Z, gather at a table with their laptops, a banner that reads "Voice Z Digital" hanging behind them.

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.


A female student sits at a table in UNH's memorial union building and smiles at two professionals seated in front of her during UNH Sales Center's annual Speed Sell event.

Imagine starting your professional sales  journey armed with high-stakes competition experience under your belt, extensive hands-on training, and connections to major companies.


Three marketing majors gather around their laptops in a UNH Paul College classroom as part of the American Marketing Association Collegiate Chapter.

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.


Take the Next Step

student studying


UNH campus at sunset


students walking around UNH campus