Department of Marketing


Mission Statement
The Marketing Department prepares students by developing specialized skills in the management of customer relationships through the creation, communication and delivery of value to customers. Students majoring in marketing are introduced to the marketing management process, which is a systematic review of the principal activities required to understand:


  • the context in which products and services must be marketed
  • customer needs
  • strategic options
  • marketing program development
  • evaluation of marketing effectiveness


The marketing curriculum focuses on traditional and online marketing skills needed in various business settings and industries. The curriculum seeks to develop competence in five areas: factual and conceptual knowledge, problem solving skills, communication skills, experiential learning, and use of information technology.


Students will be prepared to enter corporate, small business or not-for-profit environments with highly valued skills and an understanding of the need for continuous learning.




  • To deliver a solid foundation of the concepts and theories of the marketing discipline, including market environmental issues; strategic market planning, implementation and evaluation; marketing research; buyer behavior and market segmentation; and development of marketing programs.
  • To engage students in critical thinking processes, requiring in-depth analysis of qualitative and quantitative market data and development of subsequent marketing strategies based on this analysis.
  • To enable students to evaluate marketing alternatives and commit to a course of action, using financial, organizational, environmental and ethical criteria as bases for decision making.
  • To teach students a variety of information technology tools and techniques to improve marketing and overall business performance and deliver greater value to customers.
  • To facilitate students' continuing development of listening, writing and oral communication skills.
  • To develop students' marketing-based interpersonal skills, such as group-based negotiation, consensus building, delegation and performance evaluation.
  • To integrate classroom study with exposure to industry practices throughout the marketing curriculum and ensure marketing students access to experiential learning opportunities in marketing career tracks.


Career Opportunities


  • Consumer marketing and business-to-business marketing: sales, direct marketing, market analysis, product development, Web-based marketing and customer relationship management.
  • Communications: advertising account management, communications management, technical writing, media planning and coordination and public relations.
  • Consulting: marketing consultation, data analysis and data sales.
  • Marketing research: database management, market research analyst and project management.
  • Product/Brand management: business-to-business sales, product specialist, channel development and promotional marketing.
  • Retailing: store management, merchandise buying, trend analysis, Internet sales and visual merchandising.
  • Not-for-profit marketing: fund-raising, public relations and customer service.
  • Sports/events marketing: merchandising, contract administration, event marketing, trade show management and e-commerce marketing.




Co-curricular Activities and Organizations


  • Madison Marketing Association. This student club is affiliated with the American Marketing Association, a national marketing association for marketing professionals, faculty and students. MMA is open to all JMU students. MMA is comprehensive with its marketing programming and offers students information and activities in direct marketing, retailing and marketing management.
  • Pi Sigma Epsilon. PSE is a professional fraternity, which focuses on programming and extracurricular experiences in marketing, personal selling, and sales management.
  • Mu Kappa Tau. This is an honorary marketing fraternity for students with high scholastic records. Admission is by invitation only. The club invites speakers and engages in joint programming with other JMU student organizations.


Special Admissions Requirements

Admission to the marketing major may be limited and competitive if student enrollment exceeds available resources.


Only those students who have been formally admitted to the College of Business will be considered for admission into the marketing department.




Degree and Major Requirements


Bachelor of Business Administration in Marketing
Marketing majors conform to the general structure of the B.B.A. degree program. The B.B.A. degree in marketing requires a minimum of 120 credit hours of undergraduate course work.


Degree Requirements


Required Courses Credit Hours
General Education requirements 1 41
B.B.A. lower-level core courses 2 30
B.B.A. upper-level core courses 15
Marketing major requirements 27
Non-business electives 7



1 The General Education program contains a set of requirements each student must fulfill. The number of credit hours necessary to fulfill these requirements may vary.

2 When B.B.A. lower-level core courses are used to meet general education requirements (e.g., GECON 200 and MATH 205), the number of non-business elective hours a student must take to get 120 hours increases from 7 to 13.


Fifty percent of course work, or 60 credit hours, must be taken outside of the College of Business. In counting the 60 credit hours of non-business courses, B.B.A. students may include all hours taken in general education (usually 41), up to a total of nine hours in economics and three hours of COB 191 or MATH 220. The remaining hours to bring the total to 60 must be taken from any academic unit outside the College of Business. Students should carefully select these non-business electives to help them gain additional knowledge and expertise for their careers and personal lives.


Major Requirements
Students planning to major in marketing must complete the 30 hour, lower-division B.B.A. core requirements (see the College of Business section for the list of courses) prior to enrolling in upper-division B.B.A. core and marketing courses. Upper division courses normally begin in the first semester of the junior year. The lower-division core curriculum should be completed during the first two years of study along with all, or most, of the university general education curriculum. Failing to complete all lower-division core requirements on time will delay enrollment in upper-division core and major courses. Two upper-division B.B.A. core courses are required: COB 300 (parts A, B, C and D) and COB 487.


Marketing Curriculum
The marketing curriculum consists of five required courses (15 credit hours) and four electives (12 credit hours) for a total of 27 credit hours in marketing. The required courses equip students with knowledge and skills all marketers should have. The elective courses allow students to pursue areas of special interest and prepare for specific career tracks in marketing. Students are encouraged but not required to choose a special interest area for their four marketing electives. Students should contact the area academic advisers to learn more about the suggested courses that correspond with the specific special interest areas, which are sales and business marketing, retail management, research and analytics, marketing information systems, and marketing communications.


Required Courses Credit Hours
MKTG 384. Integrated Marketing Communications 3
MKTG 385. Consumer Behavior 3
MKTG 430. Professional Selling 3
MKTG 482. Marketing Analytics 3
MKTG 485. Marketing Management 3



Elective Courses Credit Hours
Choose four marketing electives from the following list: 12
MKTG 386. Services Marketing  
MKTG 388. Retail Marketing  
MKTG 405. Survey Research  
MKTG 450. Business Marketing  
MKTG 460. Global Marketing  
MKTG 470. Strategic Internet Marketing  
MKTG 477. Internet Marketing Practicum  
MKTG 480. Product Development and Management  
MKTG 490. Special Studies in Marketing  
MKTG 494. Marketing Internship  



Recommended Schedule for Majors
Marketing majors should follow the course schedule below to complete the final two years of their program. It is possible to deviate from this program but care must be taken to ensure that all course prerequisites are met.


Third Year


First Semester Credit Hours
COB 300A. Integrated Functional Systems: Management 3
COB 300B. Integrated Functional Systems: Finance 3
COB 300C. Integrated Functional Systems: Operations 3
COB 300D. Integrated Functional Systems: Marketing 3
MKTG 385. Consumer Behavior 3
or MKTG 384. Integrated Marketing Communications  



Second Semester Credit Hours
MKTG 384. Integrated Marketing Communications 3
or MKTG 385. Consumer Behavior  
MKTG 430. Professional Selling 3
Marketing elective 3
General education or non-business electives 6



Fourth Year


First Semester Credit Hours
MKTG 482. Marketing Analytics 3
Marketing electives 6
General Education or non-business electives 6



Second Semester Credit Hours
COB 487. Business Policy 3
MKTG 485. Marketing Management 3
Marketing elective 3
General Education or non-business electives 6



Transfer Credit Policy
The marketing program will accept no more than two courses for transfer credit toward the major. In addition to this general College of Business policy, there are restrictions on which courses will be accepted for transfer credit.


Students must take the following courses at JMU: