Carrie Rosalia
Administrative Assistant III, Marketing
Business Administration Major: Marketing Option (B.S.)
Business Administration Major: Marketing Option (B.S.)
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.
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 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
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.
| Code | Title | Credits |
|---|---|---|
| Business Adminsistration core requirements | ||
| ADMN courses: | ||
| ADMN 400 | Introduction to Business | 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 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 |
| Other subject code courses: | ||
| 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 | |
| PHIL 431 | Business Ethics | 4 |
| 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 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 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.
- 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.
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