Marketing Major Requirements to earn the BBA Degree

Admission into the Marketing Major

Admission to the marketing major is not automatic and is contingent upon a number of factors, including enrollment constraints and successful completion of prerequisites. Please refer to the section on CoB Admissions Policy for further information.

Credit Hours for BBA Degree with a Major in Marketing

Marketing majors must follow the COB Academic Requirements to earn the Bachelor of Business Administration (BBA) degree.  The BBA degree in marketing requires a minimum of 120 semester hours of undergraduate course work.

Marketing Concentrations

Marketing majors must declare one of the following concentrations:

·         Business-to-Business (B2B) Marketing

·         Business-to-Consumer (B2C) Marketing

To declare a marketing concentration, students should contact Ms. Marsha Shenk, Academic Services Center Marketing Advisor, (shenkmm@jmu.edu), ZSh 217, 540-568-8782.

Marketing Courses

A major in marketing requires a minimum of 24 credit hours of marketing courses or approved courses from other programs. Students complete both required marketing courses and marketing electives.

·        Required marketing courses consist of four core courses required of all marketing majors:

·         MKTG 384. Integrated Marketing Communications

·         MKTG 385. Buyer Behavior

·         MKTG 482. Database Marketing

·        MKTG 485. Marketing Management

·        Other required and elective marketing courses are determined based on the student's choice of a marketing concentration (e.g., Business-to-Business (B2B) Marketing or Business-to-Consumer (B2C) Marketing). Other required and elective marketing courses must be 300- or 400-level marketing courses or approved courses from other programs.

Transfer Credit Hour Policy for Marketing Courses

The College of Business prescribes that at least 50 percent of the business credit hours required for the BBA degree be earned at JMU. Specifically, this statement means that no fewer than 28 of the required credit hours in the College of Business must be completed at JMU. Required credit hours include the BBA Core and the courses required for the major. The following BBA Core courses do not count toward meeting this requirement: COB 191, ECON 201, and GECO 200.

The Marketing Department requires that six (6) of the eight (8) courses required for a marketing degree must be completed at JMU. The following list includes all courses that are included in a marketing concentration, which must be taken at JMU, (i.e., courses at other institutions cannot substitute for these JMU courses):

MKTG 384. Integrated Marketing Communications
MKTG 405. Survey Research
MKTG 420. Data Mining
MKTG 440. Retail Strategy and Buying
MKTG 450. Business Marketing
MKTG 470. Strategic Internet Marketing
MKTG 480. Product Development and Management
MKTG 482. Database Marketing
MKTG 485. Marketing Management