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What Are the Courses in a Bachelor of Arts Degree in Marketing?

Bachelor of Arts in Marketing programs typically include a number of core courses that focus on marketing principles, consumers and sales. Read on to learn more about the coursework you'll likely take in a marketing degree program and what the career prospects are like.

What Students Learn from a Marketing Degree Program

Students who pursue a Bachelor of Arts (BA) in Marketing learn to sell services and products and to build a company's customer base. Coursework covers consumer behavior, advertising, product pricing, sales and more. Students also study the role that marketing plays culturally, and they learn how to analyze markets at home and abroad. Additionally, marketing majors acquire decision-making and communication skills.

Important Facts About a Marketing Degree

Concentrations Analytics, sales, social media
Online Availability Some schools offer fully online options
Similar Degrees Advertising, Public Relations, International Business, Communications
Continuing Education Postgraduate certificates, master's and doctoral degrees available

Marketing Curriculum

Marketing core courses are typically a mix of general business and specific marketing subjects. Major courses may vary depending on the focus of the degree program; for example, some programs have an emphasis in marketing communication, public relations, project management or international marketing. Programs may include practical training through a capstone course or independent study. Here is a list of common core courses:

  • Consumer behavior
  • Marketing research
  • Market strategy
  • Advertising
  • Business law and ethics
  • Internet marketing
  • Direct marketing
  • Promotional writing
  • International marketing

Marketing Career Outlook

Marketing jobs typically require a bachelor's degree, so graduates from a BA in Marketing are prepared to work in sales, international marketing, marketing communications and other fields for a variety of for-profit and non-profit organizations. With experience, they may be able to move into management positions.

According to the U.S. Bureau of Labor Statistics, the job outlook for market research analysts is excellent, with a 23% increase in employment expected between 2016 and 2026. Average employment growth of 10% is predicted for marketing managers during the same decade. In 2018, market research analysts earned a median salary of $63,120, while marketing managers earned a median income of $134,290.