Marketing, BA/BS
Program Description
Marketing is an in-demand function for organizations of all sizes and crosses every industry throughout the globe. The digital age and globalization of business has transformed the way consumers behave and requires businesses to adapt to their ever changing needs. To prepare graduates for the skills needed in the new age of marketing, the Utah Tech BA/BS in Marketing Degree is uniquely designed to allow students to focus on marketing career tracks that specifically address areas of specialization. This focused curriculum, along with the traditional marketing and business foundation courses, provides graduates with a competitive advantage. Students who seek a more global perspective on marketing may pursue the BA Degree; this requires the Bachelor of Arts foreign language requirement as outlined in the catalog for every Utah Tech BA degree.
Program Curriculum
120 credits
Utah Tech General Education Requirements
All Utah Tech General Education requirements must be fulfilled. A previously earned degree may fulfill those requirements, but courses must be equivalent to Utah Tech's minimum General Education standards in American Institutions, English, and Mathematics.
General Education Core Requirements
| Code | Title | Hours |
|---|---|---|
| English | 3-7 | |
| Mathematics | 3-5 | |
| American Institutions | 3-6 | |
| Life Sciences | 3-10 | |
| Physical Sciences | 3-5 | |
| Fine Arts | 3 | |
| Literature/Humanities | 3 | |
| Social & Behavioral Sciences | 3 | |
| Code | Title | Hours |
|---|---|---|
| Bachelor of Arts: Foreign Language Requirement | 3-16 | |
| Complete one of the following: | ||
- Complete 16 credits in a single foreign language, through earned credit (grade C or higher), credit by examination, or vertical credit from the courses listed on the GE Foreign Language Requirement page 1 | ||
- Complete a 2020 or higher foreign language course (grade C or higher) | ||
- Complete a 3060 foreign language course listed below (grade C or higher) | ||
- Receive 16 transfer credits for GEFL 1000 (8) and GEFL 2000 (8) in a single foreign language (grade C or higher) | ||
| OR | ||
| Complete a 1010 course listed below in a second foreign language (grade C or higher) AND one of the following: | ||
| 1. In a language not taught at Utah Tech, receive 12 FLATS exam credits for FLAT 1000 (8) and FLAT 2000 (4) | ||
or | ||
| 2. In a language not taught at Utah Tech, receive 12 transfer credits articulated as GEFL 1000 (8) and GEFL 2000 (4) (all grade C or higher) | ||
| OR | ||
| Available only to students who are nonnative English speakers, complete one of the following: | ||
- Complete 16 credits of ESL courses listed below (grade B or higher) | ||
- Submit one of the following test scores required for unconditional Utah Tech admission: TOEFL (61 iBT, 173 CBT, or 500 PBT); or Michigan (70); or USU-IELE equivalent score. Other tests may be accepted for admission to Utah Tech but will not fulfill this requirement. Official scores must be submitted to the Registrar’s Office. | ||
| Total Hours | 3-16 | |
Business Core Requirements
| Code | Title | Hours |
|---|---|---|
| ACCT 2010 | Principles of Accounting I | 3 |
| ECON 2010 | Micro Economics (SS, GC) | 3 |
| FIN 2010 | Introduction to Finance | 3 |
| ISA 2010 | Introduction to Business Data Analytics | 3 |
| ISA 2050 | Management Information Systems | 3 |
| MGMT 3050 | Business Law I: Law in the Commercial Environment | 3 |
| MGMT 3400 | Management & Organizations | 3 |
| MGMT 3600 | Operations and Supply Chain Management (ALPP) | 3 |
| ENGL 3010 | Professional Writing and Business Ethics | 3 |
| MKTG 3010 | Marketing Principles (ALPP) | 3 |
| STAT 2040 | Business Statistics | 3 |
| Total Hours | 33 | |
Marketing Core Requirements
| Code | Title | Hours |
|---|---|---|
| BUS 3000 | Intermediate Career Strategies | 1 |
| MKTG 3450 | Consumer Behavior | 3 |
| MKTG 3500 | Digital Marketing | 3 |
| MKTG 4500 | Product Marketing | 3 |
| MKTG 4100 | Marketing Research | 3 |
| MKTG 4200 | Entrepreneurial Marketing | 3 |
| MKTG 4800 | Marketing Strategy | 3 |
| Total Hours | 19 | |
Marketing Electives
Students may take any of the courses listed below to fulfill the remaining 15 credit hours for a Marketing BS or BA degree. The elective courses have been grouped into four different marketing tracks to help guide your selection: a Digital Marketing track, a Hospitality and Services Marketing track, a Marketing Analytics track and a Marketing Generalist track. Alternatively, students may develop their own custom track by selecting elective courses of their choice from the list below (totaling at least 15 credit hours). It is recommended that students who wish to pursue a custom track discuss their course selections with an advisor. The four suggested tracks are described below; a complete list of all possible marketing electives is provided at the bottom of this page.
| Code | Title | Hours |
|---|---|---|
| Digital Marketing Track | ||
| Students pursuing the Digital Marketing Track will learn to utilize data-driven marketing methods such as social media, search engine marketing, content creation and targeted digital media. Coursework in this track will provide applied knowledge pertaining to campaign strategy, creation, and analysis. Students may take any of the courses listed below to fulfill the remaining 15 credit hours for a Marketing degree. | ||
| DES 2100 | Design Thinking | 3 |
| ISA 3020 | SQL & Python for Analytics | 3 |
| MDIA 2300 | Introduction to Public Relations | 3 |
| MDIA 3450 | Social Media Campaigns | 3 |
| MKTG 3550 | Search Engine Optimization and Marketing | 3 |
| MKTG 4600R | Marketing Practicum | 1-3 |
| MKTG 4950R | Special Topics in Marketing | 1-3 |
| Code | Title | Hours |
|---|---|---|
| Hospitality and Services Marketing Track | ||
| The Hospitality and Services Marketing Track introduces students to the core concepts, essential tools, and key frameworks of marketing in the hospitality industry. Students will learn to develop strategies that create and capture customer value. This track is ideal for those planning careers in hospitality, tourism, sales, retail management, brand management and integrated marketing communications. Students may take any of the courses listed below to fulfill the remaining 15 credit hours for a Marketing degree. | ||
| COMM 3190 | Intercultural Communication (SS, GC) | 3 |
| HOSP 1010 | Introduction to the Hospitality Industry | 3 |
| HOSP 2210 | Emerging Hospitality Technologies | 3 |
| HOSP 2500 | Hotel and Resort Front Office Operations | 3 |
| HOSP 3150 | Hospitality and Tourism Marketing | 3 |
| HOSP 4700 | Hospitality Revenue Management and Profit Optimization | 3 |
| HOSP 4710 | Hospitality Facilities Management | 3 |
| MGMT 2600 | Entrepreneurship 1 | 3 |
| MGMT 3300 | Human Resource Management | 3 |
| MGMT 4800 | Strategic Management (ALPP) | 3 |
| MGMT 4950R | Seminar in Business | 1-3 |
| MKTG 3515 | Sales Management (ALPP) | 3 |
| MKTG 3600 | Services Marketing | 3 |
| MKTG 3900 | Retail Management (ALPP) | 3 |
| MKTG 4600R | Marketing Practicum | 1-3 |
| MKTG 4950R | Special Topics in Marketing (Hospitality and Services Marketing Track) | 1-3 |
| RSM 3010 | Event Management | 3 |
| RSM 3430 | Tourism and Commercial Enterprises | 3 |
| Code | Title | Hours |
|---|---|---|
| Marketing Analytics Track | ||
| Students pursuing the Marketing Analytics Track will focus on analyzing marketing performance metrics and uncovering insights related to digital marketing and brand management. This track equips students with the tools and knowledge needed to make data-driven decisions. This track is appropriate for students wishing to pursue careers as a marketing analyst, digital marketing analyst, CRM analyst or SEO analyst. Students may take any of the courses listed below to fulfill the remaining 15 credit hours for a Marketing degree. | ||
| DES 2100 | Design Thinking | 3 |
| ISA 3020 | SQL & Python for Analytics | 3 |
| ISA 4060 | Big Data Analytics | 3 |
| ISA 4070 | Data Visualization and Storytelling | 3 |
| MGMT 2600 | Entrepreneurship 1 | 3 |
| MGMT 4000 | Intermediate Supply Chain Management | 3 |
| MGMT 4040 | Quantitative Decision Analysis | 3 |
| MKTG 3550 | Search Engine Optimization and Marketing | 3 |
| MKTG 4600R | Marketing Practicum | 1-3 |
| MKTG 4950R | Special Topics in Marketing | 1-3 |
| Code | Title | Hours |
|---|---|---|
| Marketing Generalist Track | ||
| Students pursuing the Marketing Generalist Track will gain insight and experience across the discipline. The curriculum is designed to equip students with the skills and knowledge needed to excel in various marketing roles across diverse industries. This track is appropriate for students pursuing careers in areas such as sales management, retail management, marketing management, brand management and product management. Students may take any of the courses listed below to fulfill the remaining 15 credit hours for a Marketing degree. | ||
| DES 2100 | Design Thinking | 3 |
| ISA 3020 | SQL & Python for Analytics | 3 |
| MDIA 2300 | Introduction to Public Relations | 3 |
| MDIA 3480 | Social Media Production | 3 |
| MGMT 2600 | Entrepreneurship 1 | 3 |
| MGMT 3300 | Human Resource Management | 3 |
| MGMT 4000 | Intermediate Supply Chain Management | 3 |
| MGMT 4800 | Strategic Management (ALPP) | 3 |
| MKTG 3515 | Sales Management (ALPP) | 3 |
| MKTG 3600 | Services Marketing | 3 |
| MKTG 3900 | Retail Management (ALPP) | 3 |
| MKTG 4600R | Marketing Practicum | 1-3 |
| MKTG 4900R | Directed Marketing Research | 1-3 |
| MKTG 4950R | Special Topics in Marketing | 1-3 |
| RSM 3010 | Event Management | 3 |
| Code | Title | Hours |
|---|---|---|
| Complete List of All Marketing Electives | ||
| COMM 1020 | Public Speaking | 3 |
| COMM 2110 | Interpersonal Communication (SS, GC) | 3 |
| COMM 3190 | Intercultural Communication (SS, GC) | 3 |
| DES 2100 | Design Thinking | 3 |
| ECON 2020 | Macro Economics (SS, GC) | 3 |
| HOSP 1010 | Introduction to the Hospitality Industry | 3 |
| HOSP 2210 | Emerging Hospitality Technologies | 3 |
| HOSP 2500 | Hotel and Resort Front Office Operations | 3 |
| HOSP 3150 | Hospitality and Tourism Marketing | 3 |
| HOSP 4700 | Hospitality Revenue Management and Profit Optimization | 3 |
| HOSP 4710 | Hospitality Facilities Management | 3 |
| HOSP 4890R | Hospitality Internship/COOP | 3 |
| ISA 3020 | SQL & Python for Analytics | 3 |
| ISA 4060 | Big Data Analytics | 3 |
| ISA 4070 | Data Visualization and Storytelling | 3 |
| MDIA 2300 | Introduction to Public Relations | 3 |
| MDIA 3450 | Social Media Campaigns | 3 |
| MDIA 3480 | Social Media Production | 3 |
| MGMT 2600 | Entrepreneurship 1 | 3 |
| MGMT 3300 | Human Resource Management | 3 |
| MGMT 4000 | Intermediate Supply Chain Management | 3 |
| MGMT 4040 | Quantitative Decision Analysis | 3 |
| MGMT 4800 | Strategic Management (ALPP) | 3 |
| MGMT 4950R | Seminar in Business | 1-3 |
| MKTG 3515 | Sales Management (ALPP) | 3 |
| MKTG 3550 | Search Engine Optimization and Marketing | 3 |
| MKTG 3600 | Services Marketing | 3 |
| MKTG 3900 | Retail Management (ALPP) | 3 |
| MKTG 4600R | Marketing Practicum | 1-3 |
| MKTG 4900R | Directed Marketing Research | 1-3 |
| MKTG 4950R | Special Topics in Marketing | 1-3 |
| RSM 3010 | Event Management | 3 |
| RSM 3430 | Tourism and Commercial Enterprises | 3 |
| SE 1400 | Web Design Fundamentals (ALCS) | 3 |
Graduation Requirements
- Complete a minimum of 120 college-level credits (1000 and above).
- Complete at least 40 upper-division credits.
- Complete at least 30 upper-division credits at Utah Tech for institutional residency.
- Cumulative GPA 2.0 or higher.
- Minimum grade of C- and 2.5 GPA in Business Core Requirements, Marketing Core Requirements, and Marketing Elective Requirements.
- Minimum of 15 credits in Marketing electives and 2.5 GPA required.