Bachelor of Business Administration in Marketing
The Marketing bachelor's degree program prepares students for careers in a variety of managerial and professional positions in the marketing industry. Students learn general marketing concepts and various functional specialties in fields such as digital marketing, research and creative strategy. As part of the program, students are offered the opportunity to develop expertise in consumer behavior, marketing analysis, strategic marketing, marketing communications, brand marketing and design, professional selling, international marketing, and marketing technologies such as data-driven marketing, digital media planning and search engine marketing.
Upon completion of the program, graduates are expected to:
- Apply the major concepts, skills and values of marketing in business situations.
- Communicate effectively to diverse audiences, purposes and situations through a variety of professional methods required in the marketing industry.
- Use decision-support tools to resolve contemporary business issues using ethical business practices.
- Analyze research and use critical thinking to identify and recommend appropriate solutions for client/brand marketing challenges.
- Develop branding and marketing strategies that are ethically sound and align with business objectives for local, national and global brands.
Students have the opportunity to hone these skills while participating in a semester-long internship experience at a university-approved internship site. Students may also apply these skills in programs such as directed experiential education or study abroad. These programs are tailored based on student learning, interests, and professional goals. Additionally, students may choose to use an additional 3 credits from their free electives based on advising and pre-planning.
The Marketing program in Providence offers two specializations (15 credits) that enhance and strengthen the qualifications of graduates interested in Digital Marketing and Analytics and Creative Advertising. These specializations are intended to give students opportunities to develop expertise in a functional area that complements their major. Real-world applications are embedded in both specializations.
The Digital Marketing and Analytics specialization affords students who are either Marketing or Advertising & Marketing Communications majors the opportunity to gain additional knowledge and skills in the expanding digital marketing and research analytics industry. Students can pursue careers in digital media planning, digital analytics, database management, research management, search engine marketing and content marketing.
Upon completion of the Digital Marketing and Analytics specialization (offered at the Providence campus), students are expected to:
- Develop online optimization strategies for paid and organic search marketing using analytics and digital platforms.
The Creative Advertising specialization is suitable for students who are interested in careers in art direction and copywriting, branded content production, digital display, brand design and development, blogging and content management.
Upon completion of the Creative Advertising specialization (offered at the Providence campus), students are expected to:
- Write, design and produce creative advertising and branded content in both digital and traditional media.
Turning ideas into profit isn’t easy — but if you’re innovative and motivated, the Marketing program at JWU can show you how to transform your creativity into a career.
You’ll explore marketing analysis, strategy and communications, international selling, consumer behavior, brand design and so much more. Our experienced faculty and business partners will also work with you to build your own customized career path for you to pursue what interests you most.
Opportunities exist for internships, studying abroad or joining our award-winning ADTEAM. You can also gain real-world experience with our Directed Experiential Education (DEE) projects, where students provide consultation for real companies to create new marketing campaigns.
Choose to specialize in one of two areas (Providence Campus only):
- Digital Marketing and Research
- Creative Advertising
When you graduate, you’ll be prepared for professional marketing positions in disciplines such as product development, digital marketing, sales management, consumer research, social media marketing, brand management and marketing analytics. Your options are as endless as your creativity.
https://www.jwu.edu/academics/majors-and-programs/marketing-bs.html