Online Bachelor’s Degree in Marketing CurriculumOnline Bachelor’s Degree in Marketing CurriculumOnline Bachelor’s Degree in Marketing Curriculum

Most business organizations—whether large or small—require marketing to sell its products and services. A bachelor’s degree in marketing can open the door to new career opportunities, including marketing management, marketing copywriting, search engine marketing, social media marketing, and user experience design.

Online marketing courses typically cover a wide range of marketing concepts. Students are also given the opportunity to learn skills in business communication, market analysis, business statistical analysis, and project management.

Maryville University Online Marketing Courses

The online Bachelor of Science in Marketing program at Maryville University aims to prepare students for fulfilling careers in marketing.

The 128-credit curriculum includes general education courses (39 credits), business core courses (36 credits), marketing core and elective courses (24 credits) and general electives (29 credits).

Learn more about Maryville’s Online B.S. in Healthcare Management curriculum offerings here:

Business Core

  • This course covers commonly used software installed on PCs and laptops, web-based technologies, and applications (apps) used on digital devices. Information literacy and database concepts are also covered in this course.

  • In today’s business world, effective communication, whether it is delivered face-to-face or in a written format, is essential. This course increases the ability of students to express themselves effectively through various forms of communications channels. The course is designed to enhance the quality of student’s communication skills.

  • This course focuses on how business events affect financial statements by acquiring a working knowledge of basic accounting theory and concepts. Topics include the role of accounting in decision making; the recording procedures that accountants use to organize information for financial statement preparation; and analytical tools and accounting principles to aid in reading and interpreting financial statements.

  • The concepts of managerial accounting are covered in this course. Emphasis is placed on the preparation and use of financial information for planning, decision making and control. The course will address cost classifications, product and service costing methods and systems, profit planning, measuring performance, and the new manufacturing environment.

  • This course introduces the economic perspective on decisions currently faced by individuals, businesses, and society. Basic economic principles and methods are used to address both microeconomic and macroeconomic topics, with a focus on the modern market economy. Essential content includes the laws of supply and demand; the behavior of consumers and firms; the function of resource markets; macroeconomic measures of economic growth, unemployment, and inflation; the use of fiscal and monetary policy to achieve macroeconomic goals; and an overview of international trade.

  • This course develops business data analysis skills and statistical techniques using spreadsheets. Topics include data collection storage and analysis using descriptive statistics, tables and charts; probability and data distributions, statistical tests, correlation, regression, forecasting, and quality control analysis.

  • This course examines legal rights and ethics, crimes, torts, contracts, personal property, bailments and sales.

  • This course studies the basic theories and concepts of management including the evolution of management, ethics, decision making, organizational structure, motivation, communication, group dynamics and team building, planning, job design, leadership and organizational change.

  • An introduction to the concepts of marketing and their application to those engaged in marketing consumer and industrial goods and services; pricing, product planning, distribution and promotion.

  • Students examine basic financial management of business firms: a) procurement, b) allocation and c) control of funds; corporate financial behavior; financial instruments and markets; and the analysis and interpretation of investment and profit performance.

  • This course examines business operations as they relate to both product and service type components. The course provides techniques of production and operation, as well as techniques for service type organizations.

  • This course focuses on the tools and concepts of strategic management as applied within the business context. Students will develop both the understanding and analytical skills necessary for strategic analysis, formulation and implementation. The course will also involve integration of concepts from prior business core courses.

  • The capstone project is the culmination of the student academic experience. In this course students will examine current healthcare policy and emerging trends. They will be asked to identify a current problem, initiative, or issue in healthcare practice management and analyze that topic from multiple perspectives drawing on knowledge gained throughout the program. The goal of the capstone is to develop a deeper understanding of a topic of importance in practice management, to study available options, programs, and relevant research, and to generate and present practical solutions to clients and colleagues.

Marketing Core

  • This course is a survey of communication from interpersonal to mass media, with an emphasis on understanding the current environment created by communication and technology. Assignments help students understand the media influence in their own lives regardless of major as well as explore communication as a career.

  • An understanding of the psychological processes, individual differences, and environmental influences that shape consumers’ purchasing decisions is fundamental to the development of marketing strategy and tactics. This course covers the knowledge, concepts and applications of consumer behavior modeling for the purposes of developing effective communication, positioning, pricing, product development, social media, and location decisions needed for an effective marketing strategy in a competitive environment.

  • This course explores the numerous dimensions of selling – as a profession and as an integral part of the global free enterprise system. This course focuses on the history and the role of influence in professional selling. Students will analyze and research persuasive communication and negotiation skills while also applying sound selling principles such as attention, interest, desire, points of proof, and closing technique. This course will also cover procurement and contract understanding. Students will use text materials to enhance learning experiences while also practicing and delivering sales presentations to enhance educational principles.

  • Data-driven digital media strategies provide crucial information for modern brands to make marketing decisions supported by new technologies. Students will learn how to measure the effectiveness of digital media strategies including online listening and monitoring, website traffic analytics, search engine optimization, search and display ads, affiliates, email marketing, and social media. Students will develop, evaluate, and execute a comprehensive strategy-driven digital marketing plan and justify the effectiveness of the marketing plan as indicated by return on marketing investment (ROMI) data. This course is a pre-requisite for MKT 491-Marketing Analytics

  • The capstone course integrates previous course material from business and marketing core courses. The case-oriented class involves a wide variety of issues facing businesses relative to marketing.

Marketing Electives

Choose 9 credit hours from the following:

  • This class explores what is new about the new media landscape and why we should care about these changes in the media landscape. Starting with social implications of the new media, the course will delve into how the new media landscape influences aspects of public relations, advertising, and journalism. New and social media are transforming communication for individuals, organizations, and society and this course focuses on the way language, discourses, and meaning have been and continue to be created and altered within the interdisciplinary area of social media. Students will become familiar with many current social media tools during the course of the class and they will also learn to think critically about how individuals and organizations talk about and create meanings within the world of new and social media.

  • Designing and creating innovative social media campaigns is a powerful process in contemporary society and an essential tool for helping organizations craft a public narrative about their value in society. In this course, students will learn to evaluate organizational social media efforts, create and design social media campaigns for a variety of purposes, and provide recommendations to organizations about how to improve their social media efforts. Additionally, students in this course will be able to articulate, find, and digest the latest academic research that lies at the intersection of how technology is impacting organizations.

  • This course provides a study of how purchasing, inventory, suppliers, and logistic systems are managed, coordinated and integrated to form effective supply chains. Issues such as supplier audits, outsourcing, electronic and virtual markets, electronic data interchange (EDI), and global business networks will be examined in depth. Both quantitative and qualitative analysis will be used to evaluate supply chain management systems.

  • This course is designed to teach students how to plan, execute and control business and technical projects in special event production, product development, marketing, process improvement, commercial real estate and sport business management. The course covers both the human and technical side of project management including the use of Microsoft Project for planning and tracking project performance.

  • Many American businesses (e.g. Coca-Cola, McDonald’s, Boeing) now generate over half their revenues from markets outside the United States. Exploiting fast-growing markets in developing countries present profitable opportunities for businesses of all kinds. This course examines how economic, social, cultural, political, legal, and financial environments play an important role when formulating marketing plans for individual countries in the global marketplace. The pace and complexity of regional integration and interdependence, cultural diversity, electronic communications, and terrorism all create constant challenges and opportunities for marketers.

  • Customers are arguably the single most important stakeholder of any modern corporation. As Peter Drucker stated they are the purpose for the business and remaining attentive to customers especially with the amount of data customer have it is especially important to create the customer experience. This course will emphasize two areas of concern, a) the software technologies available to monitor and remain communicative with customers and b) the modalities required to attract, convert and retain customers. Emphasis for students is placed on proper electronic and direct strategies of communications as well as key performance indicators sales managers require that ensure all staff are accountable to clients.

  • Course description coming soon.

To ensure the best possible educational experience for our students, we may update our curriculum to reflect emerging and changing employer and industry trends. Undergraduate programs and certificates are designed to be taken at a part-time pace. Please speak to your advisor for more details.

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Skills, Concepts, or Opportunities Gained with a BS in Marketing

When enrolled in online marketing classes, students typically learn skills or concepts in the following areas:

  • Macroeconomics. This is a branch of economics that focuses on the performance of the economy as a whole instead of individuals, companies, or market sectors. Macroeconomics focuses on factors affecting changes in the economy, such as inflation, unemployment, gross domestic product, growth rate, and the balance of payments. It is used by governments and organizations to formulate economic policies and strategies.
  • Business statistics. Business statistics generated by an analysis of market conditions enable good decision-making. These statistics form the foundation for strategy and planning in a variety of disciplines, including finance, production, operations, and marketing. Students may learn how to apply statistical tools to analyze data, draw conclusions, and make future predictions.
  • Communication in a corporate environment. Both oral and written communication is important in the corporate world to distribute messages to all stakeholders, including employees, investors, customers, and the general public. Internal communication helps to implement corporate policies and strategies. External communication can help with product marketing, corporate branding, public relations, crisis management, sales generation, and client retention.
  • Modern consumer behavior. This is a study that reveals how people shop in the modern world and the factors that influence purchasing decisions. Analysis of these factors assists with the development of marketing strategy involving communication, positioning, pricing, advertising, and product development.
  • Effective project management. Effective project management means achieving specific objectives through careful planning and the management of resources and time. It involves the most efficient use of time, money, and workplace resources. Students may learn the tools used and steps required to ensure effective project management.

Common Courses for a BS in Marketing

Typically, marketing undergrad courses touch on the following:

Business Communications. In the modern world, effective oral and written business communications are essential for success. This course may enhance a student’s communication skills while increasing the ability for expression through various communication channels.

Macroeconomics. During this course, students can learn the basic model of supply and demand, and how it affects overall economic activity and national growth. The course also typically covers national income accounting and the determinants of national income and employment. Education includes the meaning and measurement of unemployment, business cycles, the economics of banking and money, and the influence of fiscal and monetary policies on economic activity.

Consumer Behavior. Students may gain an understanding of the psychological processes, individual differences, and environmental influences that affect consumer purchasing decisions. This knowledge is essential for the development of marketing strategy. This course covers the concepts and applications of consumer behavior modeling to develop effective communication, positioning, pricing, product development, location, and social media decisions for a competitive and successful marketing strategy.

Project Management. This course covers both the human and technical aspects of project management, often including the use of Microsoft Project for project planning and tracking. Students may be taught how to plan, execute, and control a variety of business and technical projects, including product development, special event production, marketing, process improvement, commercial real estate, and sports business management.

Business Statistics. In this course, students may learn how to develop business data analysis skills and statistical techniques using spreadsheets. It covers topics such as data collection, storage, and analysis using statistics, tables, and charts. Probability and data distributions, statistical testing, correlation, regression, forecasting, and quality control analysis are also covered.

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