Marketing majors are highly sought by organizations, ranging from Fortune 100 and nonprofits to entrepreneurial startups. JMU’s marketing program provides a solid foundation for success in your career. You may tailor your program of study in marketing to focus on the specialized areas of professional sales or digital marketing, or you may to pursue a broader perspective of the marketing discipline. For more information, download a printable factsheet, and view Core courses, here.


Students majoring in marketing earn of Bachelor of Business Administration (B.B.A). The marketing curriculum focuses on traditional and online marketing skills that are needed in today’s business environment. The curriculum develops competence in five areas: factual and conceptual knowledge, problem solving skills, communication skills, experiential learning and use of information technology.

View degree and major requirements in the catalog


Marketing Majors are not eligible for the minor in General Business.

All non-business minors can be used to substitute for one and only one marketing elective.

Concentration or Area of Emphasis
Professional Sales Concentration

The professional sales concentration will help you understand the basics of selling and how to form positive, effective relationships with business customers. In addition to your academic studies, you’ll engage in activities with the Center for Professional Sales, which will provide hands-on opportunities that will prepare you for the dynamic world of professional sales in industries such as technology, bio-medical and business services.

Digital Marketing Area of Emphasis

The emerging digital marketing sector is attracting marketing graduates interested in marketing analytics, search engine optimization, content marketing and mobile marketing. You’ll practice applying digital marketing skills to real-world scenarios through exciting opportunities such as the Google Online Marketing Challenge, a required component of the digital marketing practicum. 

Course Descriptions

The marketing major includes courses grounded in marketing theory and concepts that will develop a broad range of skills, including critical thinking, quantitative and qualitative analysis, and strategic planning, implementation and evaluation.

You can find links to course descriptions in the program pages of the catalog:

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