Marketing Undergraduate Major (BA, BS, HBA, HBS)
This major offers the following option(s):
Also available via Ecampus.
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
- Recognize entrepreneurial opportunities for new business ventures and evaluate their potential for business success.
- Understand the implementation issues including financial, legal, operational and administrative procedures involved in starting new business ventures.
- Communicate effectively and professionally in business situations through physical or virtual presence, writing, speaking, listening, and electronic media.
- Demonstrate the ability to lead by using team building skills and facilitating collaborative behaviors in the accomplishment of group goals and objectives.
- Recognize basic concepts and theories related to business ethics and social responsibility.
- Demonstrate knowledge of the ethical behavior appropriate to specific business situations.
- Identify and analyze business problems and opportunities and formulate recommendations for courses of action.
- Use quantitative and qualitative tools and methodologies to support organizational decision making.
- Assess how organizations create value in their global supply chains through the integrated production and distribution of goods, services and information.
- Describe the concept of competitive advantage and how it may be achieved through strategic and tactical methods.
- Analyze the information content of organizational processes.
- Define markets and apply marketing concepts and principles using a customer focus to effectively sell products and services.
- Recognize and appropriately respond to ethical, legal and strategic concerns relating to human resource and organizational management.
- Make basic investment and financing decisions for a business using financial management concepts, and methods.
Marketing major requirements are divided into two parts – lower-division and upper-division. The lower-division business core program involves completion of courses within the first and second year (see core curriculum below) that build a solid foundation for the upper-division finance 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 | ||
| Lower-Division | 66-69 | |
Business Core Classes (44-47) | ||
Marketing Class (4) | ||
Math, Economics, Writing and Communications (18) 1 | ||
| Upper-Division | 70 | |
Business Core Classes (34) | ||
Marketing Courses (36) | ||
| University General Education Requirements | 40 | |
| Unrestricted Electives | 6-9 | |
| Total credits required for graduation | 180 | |
- 1
10 credits from lower-division course work satisfy University General Education Requirements.
Marketing Program Requirements (180)
Marketing Curriculum (38)
| Code | Title | Credits |
|---|---|---|
| Required Courses | ||
| BA 223 | PRINCIPLES OF MARKETING | 4 |
| or BA 390 | PRINCIPLES OF MARKETING | |
| MRKT 396 | FUNDAMENTALS OF MARKETING RESEARCH | 4 |
| MRKT 323 | ADVANCED APPLICATION OF MARKETING PRINCIPLES | 4 |
| MRKT 489 | PERSONAL SELLING SKILLS AND TECHNIQUES | 4 |
| MRKT 492 | CONSUMER BEHAVIOR | 4 |
| MRKT 499 | MARKETING STRATEGY | 4 |
| Marketing Specializations | 14 | |
| Select one of the following specializations: | ||
Consumer Insights Specialization | ||
Marketing and Digital Communication Specialization | ||
Professional Sales and Personal Selling Specialization | ||
Marketing Management | ||
| Total Credits | 38 | |
Marketing Specializations
Consumer Insights Specialization
| Code | Title | Credits |
|---|---|---|
| Select at least three of the following: | 12 | |
| INTRODUCTION TO BUSINESS ANALYTICS | ||
| CUSTOMER RELATIONSHIP MANAGEMENT | ||
| QUALITATIVE RESEARCH METHODS | ||
| MARKETING RESEARCH PRACTICUM | ||
| Complete a thesis, directed readings, projects, internship or study aboard for 2 credits: | 2 | |
| THESIS | ||
| READING AND CONFERENCE | ||
| PROJECTS (e.g., C2C Participation) | ||
| BUSINESS INTERNSHIP | ||
| INTERNATIONAL EXCHANGE ORIENTATION and IMPACT OF CULTURE ON BUSINESS | ||
| Total Credits | 14 | |
Marketing and Digital Communication Specialization
| Code | Title | Credits |
|---|---|---|
| Complete the following three courses: | ||
| MRKT 484 | DIGITAL MARKETING PLATFORMS | 4 |
| MRKT 485 | SEARCH MARKETING | 4 |
| MRKT 493 | INTEGRATED MARKETING COMMUNICATIONS | 4 |
| Complete a thesis, directed readings, projects, internship or study abroad: | 2 | |
| THESIS | ||
| READING AND CONFERENCE | ||
| PROJECTS | ||
| BUSINESS INTERNSHIP (e.g., Participate in DAM Chic or OSU Fashion Organization or Related Internship)) | ||
| INTERNATIONAL EXCHANGE ORIENTATION and IMPACT OF CULTURE ON BUSINESS | ||
| Total Credits | 14 | |
Professional Sales and Personal Selling Specialization
| Code | Title | Credits |
|---|---|---|
| Complete the following three courses: | ||
| MGMT 455 | INFLUENCE AND NEGOTIATION | 4 |
| MRKT 486 | CUSTOMER RELATIONSHIP MANAGEMENT | 4 |
| MRKT 488 | PROFESSIONAL SALES | 4 |
| Complete a thesis, directed readings, projects, internship or study abroad: | 2 | |
| THESIS | ||
| READING AND CONFERENCE | ||
| PROJECTS | ||
| BUSINESS INTERNSHIP (e.g., AIGA Participation or Related Internship) | ||
| INTERNATIONAL EXCHANGE ORIENTATION and IMPACT OF CULTURE ON BUSINESS | ||
| Total Credits | 14 | |
Marketing Management
| Code | Title | Credits |
|---|---|---|
| Complete at least three of the following courses: | 12 | |
| 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 | ||
| Complete a thesis, directed readings, projects, internship or study abroad: | 2 | |
| THESIS | ||
| READING AND CONFERENCE | ||
| PROJECTS | ||
| BUSINESS INTERNSHIP | ||
| INTERNATIONAL EXCHANGE ORIENTATION and IMPACT OF CULTURE ON BUSINESS | ||
| Total Credits | 14 | |
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 |
|---|---|---|
| Mathematics | ||
| Basic mathematics requirements: | ||
| MTH 241 | *CALCULUS FOR MANAGEMENT AND SOCIAL SCIENCE | 4 |
| Economics | ||
| ECON 201 | *INTRODUCTION TO MICROECONOMICS | 4 |
| ECON 202 | *INTRODUCTION TO MACROECONOMICS | 4 |
| Written and Oral Communication | ||
| Business students must also take: | ||
| COMM 111 | *PUBLIC SPEAKING | 3 |
| or COMM 114 | *ARGUMENT AND CRITICAL DISCOURSE | |
| or COMM 218 | *INTERPERSONAL COMMUNICATION | |
| WR 222 | *ENGLISH COMPOSITION | 3 |
| or WR 323 | *ENGLISH COMPOSITION | |
| or WR 327 | *TECHNICAL WRITING | |
| University General Requirements 1 | 40 | |
| Unrestricted Electives | 6-9 | |
- 1
MTH 241, ECON 201/ECON 202, WR 222, WR 323 or WR 327, and COMM 111, COMM 114 or COMM 218 meet the university’s baccalaureate core requirements for mathematics, social processes and institutions, writing II, and speech, respectively. All students must meet the other baccalaureate core requirements and the other requirements for baccalaureate degrees. (See Earning a Degree at OSU.)
Marketing
| First Year | Credits | |
|---|---|---|
| Students entering OSU on the Corvallis campus as their first college experience are required to participate in Innovation Nation, the College of Business Living-Learning Community (LLC). These students, as well as students who transfer in the winter term into the marketing major from another college or university, will complete the following three-course sequence during their first year: | 6-9 | |
| B-ENGAGED | ||
| INNOVATION NATION--AWARENESS TO ACTION | ||
| INNOVATION NATION--IDEAS TO REALITY | ||
| All other students will complete the following course: | ||
| BUSINESS NOW | ||
| All students should also complete: | ||
| COMM 111 | *PUBLIC SPEAKING or *ARGUMENT AND CRITICAL DISCOURSE or *INTERPERSONAL COMMUNICATION | 3 |
| MTH 241 | *CALCULUS FOR MANAGEMENT AND SOCIAL SCIENCE | 4 |
| Bacc core, unrestricted electives (freshman and transfer students may only need 29 credits of Bacc Core and electives to reach a first year total of 45 credits) | 31-32 | |
| Credits | 44-48 | |
| Second Year | ||
| All students should complete the following courses*: 1 | ||
| BUSINESS INSIGHTS (Transfer students only) | ||
| BA 281 | PROFESSIONAL DEVELOPMENT | 3 |
| BA 282 | DRAFTING YOUR CAREER BLUEPRINT | 1 |
| BA 283 | CREATIVITY, CULTURE, AND THE WORKPLACE | 1 |
| BA 284 | FOUNDATIONS OF PERSONAL FINANCE I | 1 |
| *Students who transfer from another college or university into the marketing major who have completed all lower-division business core course work should complete the following course: | ||
| PERSONAL AND PROFESSIONAL DEVELOPMENT | ||
| All second-year students should also complete: | ||
| BA 211 | FINANCIAL ACCOUNTING | 4 |
| BA 213 | MANAGERIAL ACCOUNTING | 4 |
| BA 223 or BA 390 | PRINCIPLES OF MARKETING or PRINCIPLES OF MARKETING | 4 |
| BA 230 | BUSINESS LAW I | 4 |
| BA 240 or BA 360 | FINANCE or INTRODUCTION TO FINANCIAL MANAGEMENT | 4 |
| BA 260 | INTRODUCTION TO ENTREPRENEURSHIP | 4 |
| BA 270 | BUSINESS PROCESS MANAGEMENT | 4 |
| BA 275 | FOUNDATIONS OF STATISTICAL INFERENCE | 4 |
| ECON 201 | *INTRODUCTION TO MICROECONOMICS | 4 |
| ECON 202 | *INTRODUCTION TO MACROECONOMICS | 4 |
| Credits | 46 | |
| Third Year | ||
| MRKT 396 | FUNDAMENTALS OF MARKETING RESEARCH | 4 |
| MRKT 323 | ADVANCED APPLICATION OF MARKETING PRINCIPLES | 4 |
| Business Core | ||
| BA 311 | FRAMING YOUR CAREER PLAN | 1 |
| BA 312 | FOUNDATIONS OF PERSONAL FINANCE II | 1 |
| BA 313 | THE ORANGE AND BLACK CASE COMPETITION | 1 |
| BA 347 | INTERNATIONAL BUSINESS | 4 |
| BA 352 | MANAGING INDIVIDUAL AND TEAM PERFORMANCE | 4 |
| BA 354 | ^MANAGING ETHICS AND CORPORATE SOCIAL RESPONSIBILITY | 4 |
| BA 357 | OPERATIONS MANAGEMENT | 4 |
| BA 375 | APPLIED QUANTITATIVE METHODS | 4 |
| WR 222 | *ENGLISH COMPOSITION or *ENGLISH COMPOSITION or *TECHNICAL WRITING | 3 |
| Baccalaureate core, minor, option or unrestricted electives | 11 | |
| Credits | 45 | |
| Fourth Year | ||
| MRKT 489 | PERSONAL SELLING SKILLS AND TECHNIQUES | 4 |
| MRKT 492 | CONSUMER BEHAVIOR | 4 |
| MRKT 499 | MARKETING STRATEGY | 4 |
| Complete at least three of the following courses for 12 credits, depending on specialization selected: | 12 | |
| 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 | ||
| Complete 2 credits of thesis, directed readings, projects, internship or study abroad. | 2 | |
| Business Core | ||
| BA 411 | NAVIGATING YOUR WORKPLACE | 1 |
| BA 412 | FINANCIAL PLANNING I | 1 |
| BA 413 | FINANCIAL PLANNING II | 1 |
| BA 466 | INTEGRATIVE STRATEGIC EXPERIENCE | 4 |
| Baccalaureate core, minor or unrestricted electives | 12 | |
| Credits | 45 | |
| Total Credits | 180-184 | |
- *
Baccalaureate Core Course (BCC)
- ^
Writing Intensive Course (WIC)
- 1
For students who transfer into College of Business business-related programs, the Blueprint transition courses meet the same outcomes as the professional development (Blueprint) course series accounting for the student’s academic year when they transfer into the business program
Major Code: 799
| First Year | ||
|---|---|---|
| Fall | Credits | |
| BA 160 | B-ENGAGED | 3 |
| BC Science | 4 | |
| WR 121 | *ENGLISH COMPOSITION (Alpha coded) or *PUBLIC SPEAKING or *ARGUMENT AND CRITICAL DISCOURSE or *INTERPERSONAL COMMUNICATION | 3 |
| Math through MTH 241 | 4 | |
| Credits | 14 | |
| Winter | ||
| BA 161 | INNOVATION NATION--AWARENESS TO ACTION | 3 |
| BC Science | 4 | |
| WR 121 | *ENGLISH COMPOSITION (Alpha coded) or *PUBLIC SPEAKING or *ARGUMENT AND CRITICAL DISCOURSE or *INTERPERSONAL COMMUNICATION | 3 |
| Math through MTH 241 | 4 | |
| Credits | 14 | |
| Spring | ||
| BA 162 | INNOVATION NATION--IDEAS TO REALITY | 3 |
| BC Science | 4 | |
| WR 121 | *ENGLISH COMPOSITION (Alpha coded. Or Bacc Core: Fitness, Speech, CD, DPD) | 3 |
| Bacc Core: Fitness, Speech, CD, DPD Electives | 6 | |
| Credits | 16 | |
| Second Year | ||
| Fall | ||
| BA 230 | BUSINESS LAW I | 4 |
| BA 260 | INTRODUCTION TO ENTREPRENEURSHIP | 4 |
| BA 282 | DRAFTING YOUR CAREER BLUEPRINT | 1 |
| ECON 201 | *INTRODUCTION TO MICROECONOMICS | 4 |
| Credits | 13 | |
| Winter | ||
| BA 211 | FINANCIAL ACCOUNTING | 4 |
| BA 223 | PRINCIPLES OF MARKETING | 4 |
| BA 275 | FOUNDATIONS OF STATISTICAL INFERENCE | 4 |
| BA 281 | PROFESSIONAL DEVELOPMENT | 3 |
| BA 283 | CREATIVITY, CULTURE, AND THE WORKPLACE | 1 |
| Credits | 16 | |
| Spring | ||
| BA 213 | MANAGERIAL ACCOUNTING | 4 |
| BA 240 | FINANCE | 4 |
| BA 270 | BUSINESS PROCESS MANAGEMENT | 4 |
| BA 284 | FOUNDATIONS OF PERSONAL FINANCE I | 1 |
| ECON 202 | *INTRODUCTION TO MACROECONOMICS | 4 |
| Credits | 17 | |
| Third Year | ||
| Fall | ||
| BA 311 | FRAMING YOUR CAREER PLAN | 1 |
| BA 347 | INTERNATIONAL BUSINESS | 4 |
| BA 352 | MANAGING INDIVIDUAL AND TEAM PERFORMANCE | 4 |
| WR 222 | *ENGLISH COMPOSITION or *ENGLISH COMPOSITION or *TECHNICAL WRITING | 3 |
| MRKT 323 | ADVANCED APPLICATION OF MARKETING PRINCIPLES | 4 |
| Credits | 16 | |
| Winter | ||
| BA 312 | FOUNDATIONS OF PERSONAL FINANCE II | 1 |
| BA 354 | ^MANAGING ETHICS AND CORPORATE SOCIAL RESPONSIBILITY | 4 |
| BA 375 | APPLIED QUANTITATIVE METHODS | 4 |
| Bacc Core-STS | 3 | |
| Credits | 12 | |
| Spring | ||
| BA 313 | THE ORANGE AND BLACK CASE COMPETITION | 1 |
| BA 357 | OPERATIONS MANAGEMENT | 4 |
| BA 370 | BUSINESS INFORMATION SYSTEMS OVERVIEW | 4 |
| MRKT 396 | FUNDAMENTALS OF MARKETING RESEARCH | 4 |
| Bacc Core-CGI | 3 | |
| Credits | 16 | |
| Fourth Year | ||
| Fall | ||
| BA 406 | PROJECTS | 2 |
| BA 411 | NAVIGATING YOUR WORKPLACE | 1 |
| MRKT 492 | CONSUMER BEHAVIOR | 4 |
| MRKT/Electives | 8 | |
| Credits | 15 | |
| Winter | ||
| BA 412 | FINANCIAL PLANNING I | 1 |
| MRKT 489 | PERSONAL SELLING SKILLS AND TECHNIQUES | 4 |
| MRKT 496 | MARKETING RESEARCH PRACTICUM | 4 |
| MRKT/Electives | 7 | |
| Credits | 16 | |
| Spring | ||
| BA 413 | FINANCIAL PLANNING II | 1 |
| BA 466 | INTEGRATIVE STRATEGIC EXPERIENCE | 4 |
| MRKT 499 | MARKETING STRATEGY | 4 |
| MRKT/Electives | 6 | |
| Credits | 15 | |
| Total Credits | 180 | |
- *
Baccalaureate Core Course (BCC)
- ^
Writing Intensive Course (WIC)