Online 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

  • 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.

  • This course provides an exploration of accounting concepts used by managers and leaders within organizations. Emphasis is placed on the impact of financial information in planning, decision making, and control. This course will address cost classifications, product and service costing methods and systems, profit planning, measuring performance, and the impact on all stakeholders.

  • 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.

  • Business Law I provides students with essential legal knowledge and critical analytical skills to understand how legal frameworks impact decision-making in the corporate world. The course covers key topics such as distinguishing between civil and criminal liability, evaluating the enforceability of contracts, and navigating employment law. Through practical case studies, students will learn to address legal challenges and apply legal principles effectively in business settings. The course covers key topics such as distinguishing between civil and criminal liability, evaluating the enforceability of contracts, navigating employment law, and legal business entities.

  • This course introduces students to management through real-world applications and practical insights. Learn how to navigate the complexities of decision-making, motivate teams, and lead organizational change. Focusing on modern business challenges, this course equips students with the tools and understanding necessary for effective leadership and team dynamics in today’s evolving workplace.

  • 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.

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.

  • This course focuses on the emerging field of digital marketing in today’s modern business environment. With more marketing techniques being delivered based on technology and online consumer demand, this course equips students with the methods, strategies, and framework in digital marketing. Students will learn how to measure the effectiveness of digital marketing strategies, and they will develop, evaluate, and execute a comprehensive strategy-driven digital marketing plan. Key topics such as SEO/SEM, mobile, email, social media, digital media, website, and other key digital marketing concepts are covered in this course.

  • 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:

  • Effective digital communication and marketing inform and inspire consumers and other stakeholders. It’s messaging that creates awareness, knowledge and encourages positive brand attitudes and action. In this course, students will examine what digital marketing is and how it is part of a brand-driven integrated marketing communications strategy. Students will begin by examining digital marketing goals and objectives, then learn how to create a platform strategy by conducting an audience analysis to identify and describe the brand target markets. Students will then perform a brand and competitive audit to clarify the brand’s digital presences, and build a proactive social listening system. Students will select the right digital marketing platforms as they build a social media calendar for goal management. Students will budget and manage social media and Google targeted ads, email marketing, influencers, SEO and more. The course will provide an ethical lens to view data privacy and unethical digital persuasion. Finally, from measures of impressions to engagement, conversion, and advocacy, students will have an introduction to how brands use metrics to assess, test, and optimize digital marketing results.

  • The key to social media campaigns are connecting the audience with the brand through content that’s informative, interesting, or entertaining that leads to a positive organizational outcome. In this course, students will explore social media platforms, tools, processes, and simulations to inform the foundational elements of running a successful social media campaign. Students will gain hands-on experience in developing content for the current top-performing social platforms and understand industry terms associated with social media within businesses and organizations. Students will begin by creating a clear brand voice for social media. Students will then develop social media content centered around brand strategy, creativity, and objectives of an organization. Students will develop a systematic organizational approach to community management, campaign budgeting, and how to communicate a social media campaign’s value internally within an organization. There will be a focus on emerging technologies such as generative AI, augmented reality, algorithm optimization, and more through case studies and hands-on simulations. Finally, students will gain experience in advanced social media analytics and metrics.

  • 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.

  • This course focuses on the core marketing topic of consumer relationship management, CRM. CRM assists firms in successfully implementing strategies, procedures, and technologies to acquire and maintain consumer relationships profitably. The course examines the best practices, methods, and principles of developing lead generation, retaining customers, and building customer loyalty through outbound and inbound marketing strategies.

  • This course provides students with a structured academic framework for their internship experience. It connects theories with real-world practices, enabling students to apply and expand their academic knowledge. As a hands-on experience, this course allows for valuable insights into the daily operations and challenges of a professional environment in their field of study. Students will participate in reflection discussions and self-assessments and complete a cumulative project or presentation

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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