Marketing Undergraduate Major (BA, BS, HBA, HBS)
This program is available at the following locations:
- Corvallis
- Ecampus
Options available:
The marketing curriculum provides students with technical marketing skills and leadership training. Opportunities exist for marketing graduates in a wide variety of organizations, including manufacturing firms, service firms, retailers, wholesalers, advertising agencies, the communications media and government agencies. Career options include sales, advertising, retailing, brand management, logistics management, market research, purchasing management and more.
The heart of marketing is matching supply and demand in a complex, advanced economy. Marketing consists of a sequence of activities: identifying customer needs, developing goods and services to satisfy those needs, communicating information about products to potential customers, and distributing the products to customers. In small firms, a few people must carry out all the marketing functions or activities. Large corporations, on the other hand, tend to hire people with specific potential or skills to fill more specialized job requirements.
Major Code: 799
Upon successful completion of the program, students will meet the following learning outcomes:
- Articulate the place and contribution of marketing to the business enterprise.
- Define primary and secondary sources of information; give examples of methods used to collect primary data; give examples of sources for secondary data; compare and contrast the advantages and disadvantages of both types of data.
- Describe major bases for segmenting consumer and business markets; define and be able to apply the three steps of target marketing: market segmentation, target marketing and market positioning; understand how different situations in the competitive environment will affect choices in target marketing.
- Describe the major types of consumer buying behavior, the stages in the buyer decision process and completely outline the components of the marketing mix; identify how the firms marketing strategy and marketing mix must evolve and adapt to match consumer behavior and perceptions of the product (e.g., classification of products and services, brand image, price and value), the stage in the product life cycle and the competitive environment; summarize the importance of measuring and managing return on marketing.
- List and describe the steps in the new-product development (NPD) process; describe how the NPD process meshes with the adoption and diffusion process for those products.
- Identify the costs and benefits of marketing channels; discuss the firms and the functions involved in typical channels in North America.
- Identify the roles of advertising, sales promotion, public relations, personal selling and direct marketing in the promotion mix; compare and contrast integrated marketing communications with a non-integrated approach to the promotional mix.
- Illustrate how the international trade system, economic, political-legal and cultural environments in a foreign country affect a company’s international marketing decisions.
- Identify the major social criticisms of marketing.
The lower-division business core involves completion of courses within the first and second year that build a solid foundation for the upper-division marketing and business curricula. The lower-division business core course work may be completed at OSU or any accredited college or university that offers equivalent courses transferable to OSU.
| Code | Title | Credits |
|---|---|---|
| Summary of Requirements | ||
| Business Core | 85 | |
| Marketing Curriculum | 34-36 | |
| Baccalaureate Core 1 | 52 | |
| Unrestricted Electives 2 | 7-9 | |
| Total Credits | 180 | |
- 1
Credits listed are minimum to fulfill Bacc Core with Business requirements overlapping. As coursework in this grouping may not satisfy both Bacc Core and Business requirements, check with advisors for best course selections to overlap and complete requirements in both groups
- 2
Options and minors are available to provide specializations and fulfill unrestricted elective credits
Business Administration Core Curriculum
The business administration core curriculum provides students with a broad overview of business; basic skills in accounting and quantitative methods; an understanding of the legal and social environment of business; a background in management and organizational behavior, marketing, finance, and operations management; an understanding of the entrepreneurial process; and the opportunity to integrate course work and further develop decision-making skills through the analysis of business cases.
| Code | Title | Credits |
|---|---|---|
| Foundations of Business 1 | ||
| Transitions | ||
| Students entering OSU as their first college experience will take the BA 16X series. Other students will complete BA 280 (or other transition course). | ||
| BA 160 | B-ENGAGED | 2-3 |
| or BA 163 | B-ENGAGED | |
| or BA 280 | BUSINESS INSIGHTS | |
| Introduction to Business | ||
| Select one of the following with approval from your advisor: | 6 | |
| INNOVATION NATION--AWARENESS TO ACTION and INNOVATION NATION--IDEAS TO REALITY | ||
| LAUNCH PAD I and LAUNCH PAD II | ||
| INTRODUCTION TO BUSINESS and MICROSOFT EXCEL | ||
| Communications | ||
| COMM 114 | *ARGUMENT AND CRITICAL DISCOURSE | 3-4 |
| or COMM 111Z | +*PUBLIC SPEAKING | |
| or COMM 218Z | +*INTERPERSONAL COMMUNICATION | |
| Economics | ||
| ECON 201 | +*INTRODUCTION TO MICROECONOMICS | 4 |
| ECON 202 | +*INTRODUCTION TO MACROECONOMICS | 4 |
| Mathematics | ||
| MTH 241 | *CALCULUS FOR MANAGEMENT AND SOCIAL SCIENCE | 4 |
| Writing II | ||
| WR 323 | *ADVANCED WRITING & ARGUMENTATION | 3-4 |
| or WR 227Z | *TECHNICAL WRITING | |
| Business Core | ||
| BA 211Z | PRINCIPLES OF FINANCIAL ACCOUNTING | 4 |
| BA 213Z | PRINCIPLES OF MANAGERIAL ACCOUNTING | 4 |
| BA 223 | PRINCIPLES OF MARKETING 2 | 4 |
| or BA 390 | PRINCIPLES OF MARKETING | |
| BA 230 | BUSINESS LAW I | 4 |
| BA 240 | FINANCE | 4 |
| or BA 360 | INTRODUCTION TO FINANCIAL MANAGEMENT | |
| BA 252 | MANAGING INDIVIDUAL AND TEAM PERFORMANCE | 4 |
| or BA 352 | MANAGING INDIVIDUAL AND TEAM PERFORMANCE | |
| BA 260 | FOUNDATIONS OF THE ENTREPRENEURIAL MINDSET | 4 |
| BA 275 | FOUNDATIONS OF STATISTICAL INFERENCE | 4 |
| BA 270 | BUSINESS PROCESS MANAGEMENT | 4 |
| BA 347 | INTERNATIONAL BUSINESS | 4 |
| BA 354 | ^MANAGING ETHICS AND CORPORATE SOCIAL RESPONSIBILITY | 4 |
| BA 357 | OPERATIONS AND SUPPLY CHAIN MANAGEMENT | 4 |
| BA 370 | BUSINESS INFORMATION SYSTEMS OVERVIEW | 4 |
| BA 375 | APPLIED QUANTITATIVE METHODS | 4 |
| BA 466 | INTEGRATIVE STRATEGIC EXPERIENCE | 4 |
| Blueprint: Personal & Professional Development | ||
| Second Year | ||
| Third-year transfer students may be eligible to substitute BA 381 for second year Transitions and Blueprint. | ||
| BA 281 | PROFESSIONAL DEVELOPMENT | 3 |
| BA 282 | DRAFTING YOUR CAREER BLUEPRINT | 1 |
| BA 283 | NAVIGATING CRUCIAL CONVERSATIONS IN THE WORKPLACE | 1 |
| BA 284 | FOUNDATIONS OF PERSONAL FINANCE I | 1 |
| Third Year | ||
| BA 311 | FRAMING YOUR CAREER PLAN | 1 |
| BA 312 | FOUNDATIONS OF PERSONAL FINANCE II | 1 |
| BA 313 | A CASE FOR CIVIL DISCOURSE IN BUSINESS | 1 |
| Fourth Year | ||
| BA 411 | NAVIGATING CAREER TRANSITIONS | 1 |
| BA 412 | FINANCIAL PLANNING I | 1 |
| BA 413 | FINANCIAL PLANNING II | 1 |
| Total Credits | 98-101 | |
- *
Baccalaureate Core Course (BCC)
- ^
Writing Intensive Course (WIC)
- +
Core Education course. Applies only to students admitted to an OSU undergraduate degree from Summer 2025 onwards
- 1
The COMM, ECON, MTH and WR courses listed meet the university's Baccalaureate Core requirements for Speech, Social Processes & Institutions, Mathematics, and Writing II. All students must meet the other Baccalaureate Core requirements and the other requirements for baccalaureate degrees
- 2
Courses require a grade of C or higher
Marketing Curriculum
| Code | Title | Credits |
|---|---|---|
| Required Courses | ||
| MRKT 323 | ADVANCED APPLICATION OF MARKETING PRINCIPLES | 4 |
| MRKT 396 | FUNDAMENTALS OF MARKETING RESEARCH | 4 |
| MRKT 489 | PERSONAL SELLING SKILLS AND TECHNIQUES | 4 |
| MRKT 492 | CONSUMER BEHAVIOR | 4 |
| MRKT 499 | MARKETING STRATEGY | 4 |
| Complete a thesis, directed readings, projects, internship or study abroad: 1 | 2 | |
Any COB 403 Thesis course (eg. MRKT 403) | ||
Any COB 405 Reading and Conference course (eg. MRKT 405) | ||
Any COB 406 Projects course (eg. MRKT 406) | ||
Any COB 410 Internship course (eg. MRKT 410) | ||
| INTERNATIONAL EXCHANGE ORIENTATION and IMPACT OF CULTURE ON BUSINESS | ||
| Electives | ||
| Select a minimum of 12 credits from the following (see Focus Areas for guidance): | 12 | |
| THE BUSINESS OF SPORT | ||
| INTRODUCTION TO BUSINESS ANALYTICS AND ARTIFICIAL INTELLIGENCE | ||
| INTRODUCTION TO SPORTS ANALYTICS | ||
| INTRODUCTION TO MERCHANDISING MANAGEMENT | ||
| ^FASHION FORECASTING AND MARKET ANALYSIS | ||
| HISTORY OF CONTEMPORARY FASHION | ||
| MERCHANDISE PLANNING AND CONTROL | ||
| *GLOBAL SOURCING OF TEXTILES, APPAREL, AND FOOTWEAR | ||
| FINANCING SPORT | ||
| INFLUENCE AND NEGOTIATION | ||
| SPORTS MARKETING | ||
| SPORTS SPONSORSHIP | ||
| DIGITAL MARKETING PLATFORMS | ||
| SEARCH MARKETING | ||
| CUSTOMER RELATIONSHIP MANAGEMENT | ||
| PROFESSIONAL SALES | ||
| QUALITATIVE RESEARCH METHODS | ||
| INTEGRATED MARKETING COMMUNICATIONS | ||
| RETAIL MANAGEMENT | ||
| MARKETING RESEARCH PRACTICUM | ||
| GLOBAL MARKETING | ||
| SERVICES MARKETING | ||
| Total Credits | 34 | |
- 1
Students may substitute any COB 004 Internship course (eg. MRKT 004) for the experiential learning requirement if they do not need an additional 2 credits to meet their 180 degree total
Focus Areas
Focus Areas are suggested course combinations directed at specific areas of interest and professional goals, but other combinations of focus area courses may be selected.
Consumer Insights Focus Area
| Code | Title | Credits |
|---|---|---|
| Select at least three courses from the following: | 12 | |
| INTRODUCTION TO BUSINESS ANALYTICS AND ARTIFICIAL INTELLIGENCE | ||
| CUSTOMER RELATIONSHIP MANAGEMENT | ||
| QUALITATIVE RESEARCH METHODS | ||
| MARKETING RESEARCH PRACTICUM | ||
| Total Credits | 12 | |
Marketing and Digital Communication Focus Area
| Code | Title | Credits |
|---|---|---|
| MRKT 484 | DIGITAL MARKETING PLATFORMS | 4 |
| MRKT 485 | SEARCH MARKETING | 4 |
| MRKT 493 | INTEGRATED MARKETING COMMUNICATIONS | 4 |
| Total Credits | 12 | |
Professional Sales and Personal Selling Focus Area
| Code | Title | Credits |
|---|---|---|
| MGMT 455 | INFLUENCE AND NEGOTIATION | 4 |
| MRKT 486 | CUSTOMER RELATIONSHIP MANAGEMENT | 4 |
| MRKT 488 | PROFESSIONAL SALES | 4 |
| Total Credits | 12 | |
Sports Marketing Focus Area
| Code | Title | Credits |
|---|---|---|
| BA 350 | THE BUSINESS OF SPORT | 2 |
| BANA 450 | INTRODUCTION TO SPORTS ANALYTICS | 2 |
| FIN 450 | FINANCING SPORT | 2 |
| MRKT 451 | SPORTS MARKETING | 2 |
| MRKT 452 | SPORTS SPONSORSHIP | 2 |
| MRKT 484 | DIGITAL MARKETING PLATFORMS | 4 |
| or MRKT 493 | INTEGRATED MARKETING COMMUNICATIONS | |
| Total Credits | 14 | |
Fashion and Retail Marketing Focus Area (available in Corvallis only)
| Code | Title | Credits |
|---|---|---|
| MRKT 495 | RETAIL MANAGEMENT | 4 |
| Select two courses from the following: | 8 | |
| INTRODUCTION TO MERCHANDISING MANAGEMENT | ||
| ^FASHION FORECASTING AND MARKET ANALYSIS | ||
| HISTORY OF CONTEMPORARY FASHION | ||
| MERCHANDISE PLANNING AND CONTROL 1 | ||
| *GLOBAL SOURCING OF TEXTILES, APPAREL, AND FOOTWEAR | ||
| Total Credits | 12 | |
- 1
DSGN 276 must be completed with a grade of C or higher if DSGN 372 is selected as an elective in this specialization
Marketing Management Focus Area
| Code | Title | Credits |
|---|---|---|
| Select 12 credits from the following courses: | 12 | |
| THE BUSINESS OF SPORT | ||
| SPORTS MARKETING | ||
| SPORTS SPONSORSHIP | ||
| DIGITAL MARKETING PLATFORMS | ||
| SEARCH MARKETING | ||
| CUSTOMER RELATIONSHIP MANAGEMENT | ||
| PROFESSIONAL SALES | ||
| QUALITATIVE RESEARCH METHODS | ||
| INTEGRATED MARKETING COMMUNICATIONS | ||
| RETAIL MANAGEMENT | ||
| MARKETING RESEARCH PRACTICUM | ||
| GLOBAL MARKETING | ||
| SERVICES MARKETING | ||
| Total Credits | 12 | |
Major Code: 799
Degree plans are subject to change and the following is only an example of how students may complete their degree in four years. Students should consult their advisor to determine the best degree plan for them. Contact details for advisors can be found on the Academic Advising page.
| First Year | ||
|---|---|---|
| Fall | Credits | |
| BA 160 | B-ENGAGED | 3 |
| MTH 111Z | +*PRECALCULUS I: FUNCTIONS | 4 |
| Bacc Core: Cultural Diversity | 3 | |
| Bacc Core: Science 1 | 4 | |
| Credits | 14 | |
| Winter | ||
| BA 161 | INNOVATION NATION--AWARENESS TO ACTION | 3 |
| MTH 241 | *CALCULUS FOR MANAGEMENT AND SOCIAL SCIENCE | 4 |
| WR 121Z | *COMPOSITION I | 4 |
| Bacc Core: Science 2 | 4 | |
| Bacc Core: PAC | 1 | |
| Credits | 16 | |
| Spring | ||
| BA 162 | INNOVATION NATION--IDEAS TO REALITY | 3 |
| COMM 111Z | +*PUBLIC SPEAKING | 4 |
| ECON 201 | +*INTRODUCTION TO MICROECONOMICS | 4 |
| HHS 231 | *LIFETIME FITNESS FOR HEALTH | 2 |
| Bacc Core: Science 3 | 4 | |
| Credits | 17 | |
| Second Year | ||
| Fall | ||
| BA 223 or BA 390 | PRINCIPLES OF MARKETING or PRINCIPLES OF MARKETING | 4 |
| BA 260 | FOUNDATIONS OF THE ENTREPRENEURIAL MINDSET | 4 |
| BA 281 | PROFESSIONAL DEVELOPMENT | 3 |
| BA 282 | DRAFTING YOUR CAREER BLUEPRINT | 1 |
| ECON 202 | +*INTRODUCTION TO MACROECONOMICS | 4 |
| Credits | 16 | |
| Winter | ||
| BA 211Z | PRINCIPLES OF FINANCIAL ACCOUNTING | 4 |
| BA 230 | BUSINESS LAW I | 4 |
| BA 275 | FOUNDATIONS OF STATISTICAL INFERENCE | 4 |
| BA 283 | NAVIGATING CRUCIAL CONVERSATIONS IN THE WORKPLACE | 1 |
| Bacc Core | 3 | |
| Credits | 16 | |
| Spring | ||
| BA 270 | BUSINESS PROCESS MANAGEMENT | 4 |
| BA 213Z | PRINCIPLES OF MANAGERIAL ACCOUNTING | 4 |
| BA 284 | FOUNDATIONS OF PERSONAL FINANCE I | 1 |
| WR 323 | *ADVANCED WRITING & ARGUMENTATION | 3 |
| Bacc Core | 3 | |
| Credits | 15 | |
| Third Year | ||
| Fall | ||
| BA 240 | FINANCE | 4 |
| BA 311 | FRAMING YOUR CAREER PLAN | 1 |
| BA 347 | INTERNATIONAL BUSINESS | 4 |
| MRKT 323 | ADVANCED APPLICATION OF MARKETING PRINCIPLES | 4 |
| Bacc Core | 3 | |
| Credits | 16 | |
| Winter | ||
| BA 252 | MANAGING INDIVIDUAL AND TEAM PERFORMANCE | 4 |
| BA 312 | FOUNDATIONS OF PERSONAL FINANCE II | 1 |
| BA 357 | OPERATIONS AND SUPPLY CHAIN MANAGEMENT | 4 |
| MRKT 396 | FUNDAMENTALS OF MARKETING RESEARCH | 4 |
| Bacc Core | 3 | |
| Credits | 16 | |
| Spring | ||
| BA 313 | A CASE FOR CIVIL DISCOURSE IN BUSINESS | 1 |
| BA 354 | ^MANAGING ETHICS AND CORPORATE SOCIAL RESPONSIBILITY | 4 |
| BA 370 | BUSINESS INFORMATION SYSTEMS OVERVIEW | 4 |
| BA 375 | APPLIED QUANTITATIVE METHODS | 4 |
| Bacc Core | 3 | |
| Credits | 16 | |
| Fourth Year | ||
| Fall | ||
| BA 411 | NAVIGATING CAREER TRANSITIONS | 1 |
| MRKT 489 | PERSONAL SELLING SKILLS AND TECHNIQUES | 4 |
| MRKT 492 | CONSUMER BEHAVIOR | 4 |
| MRKT Specialization | 4 | |
| Credits | 13 | |
| Winter | ||
| BA 412 | FINANCIAL PLANNING I | 1 |
| BA 466 | INTEGRATIVE STRATEGIC EXPERIENCE | 4 |
| MRKT Specialization | 4 | |
| MRKT Experiential Learning | 2 | |
| Electives | 2 | |
| Credits | 13 | |
| Spring | ||
| BA 413 | FINANCIAL PLANNING II | 1 |
| MRKT 499 | MARKETING STRATEGY | 4 |
| MRKT Specialization | 4 | |
| Electives | 3 | |
| Credits | 12 | |
| Total Credits | 180 | |