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Marketing - B.B.A.

Our Marketing B.B.A. program provides a strong foundation in business and marketing principles, combined with practical experience, to prepare you for a successful career. With access to cutting-edge resources and experienced faculty, you'll learn the latest techniques in consumer behavior, market research and digital marketing. Join our program and become a skilled marketer ready to take on any challenge in the dynamic field of marketing. Read more...

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Antonio Cheatom

“After changing my major to marketing, I have already learned so much about the field. The professors and courses help ensure that every student has a firm understanding of the material. I’m excited to continue networking and learning more about the marketing field. The Ambassador Crawford College of Business and Entrepreneurship and the Career Services Office continue to do an excellent job preparing students like me for life after graduation.” - Antonio Cheatom, Marketing

 

Overview

  • Students gain a wide range of knowledge in the practice of marketing in the areas of consumer behavior, marketing research, and sales. This major allows for flexibility in course electives, course delivery format, and scheduling.
  • Students can customize their major with elective courses in international marketing, advertising and promotion management, services marketing, social media marketing, professional selling, and entrepreneurship.
  • Kent State is recognized by the Sales Education Foundation as a top university for professional sales education. The Kent State Sales Team has consistently placed in the top 10% of sales programs in regional, national and international competitions.
  • Students can gain valuable work experience with a marketing internship. Many companies use the internship as an extended job interview.

Learn about the benefits of joining the KSU Sales Team

Program Information

Program Description

Full Description

The Bachelor of Business Administration degree in Marketing provides a general approach that can be applied in a wide range of areas of business (e.g., for profit, nonprofit, service and manufacturing).  The program addresses the breadth within the marketing field through courses (e.g., consumer behavior, marketing research, international marketing, personal selling, advertising and promotion management) that provide the student with an appreciation of all central topic areas in the field.

The program gives students a generalist’s perspective and working knowledge of the theory and practice of marketing. Students learn the tasks involved in the analysis, planning, implementation and control of marketing programs that result in strategies and tactics used by businesses to sell products to consumers and other businesses. Typically, a traditional lecture format is used by instructors in this program.

Marketing students may apply early to the M.B.A. degree and double count 9 credit hours of graduate courses toward both degree programs. See the Combined Bachelor's/Master's Degree Program policy in the University Catalog for more information.

Admissions

Admission Requirements

The university affirmatively strives to provide educational opportunities and access to students with varied backgrounds, those with special talents and adult students who graduated from high school three or more years ago.

First-Year Students on the Kent Campus: First-year admission policy on the Kent Campus is selective. Admission decisions are based upon cumulative grade point average, strength of high school college preparatory curriculum and grade trends. Students not admissible to the Kent Campus may be administratively referred to one of the seven regional campuses to begin their college coursework. For more information, visit the admissions website for first-year students.

First-Year Students on the Regional Campuses: First-year admission to Kent State’s campuses at Ashtabula, East Liverpool, Geauga, Salem, Stark, Trumbull and Tuscarawas, as well as the Twinsburg Academic Center, is open to anyone with a high school diploma or its equivalent. For more information on admissions, contact the Regional Campuses admissions offices.

International Students: All international students must provide proof of English language proficiency unless they meet specific exceptions. For more information, visit the admissions website for international students.

Transfer Students: Students who have attended any other educational institution after graduating from high school must apply as undergraduate transfer students. For more information, visit the admissions website for transfer students.

Former Students: Former Kent State students or graduates who have not attended another college or university since Kent State may complete the reenrollment or reinstatement form on the University Registrar’s website.

Admission policies for undergraduate students may be found in the University Catalog.

Some programs may require that students meet certain requirements before progressing through the program. For programs with progression requirements, the information is shown on the Coursework tab.

Transfer Student: A minimum 2.000 overall GPA is required for admission into this major. Students who have previously attended Kent State and have completed (or the equivalent of) COMM 15000, ENG 21011, MATH 11010 and MKTG 25010 must have earned a minimum C grade in the courses.

Learning Outcomes

Program Learning Outcomes

Graduates of this program will be able to:

  1. Demonstrate an understanding of segmentation, target marketing and positioning.
  2. Demonstrate an ability to collect and analyze market research data.
  3. Demonstrate an understanding of effective personal selling tactics.
  4. Demonstrate an ability to conduct financial analyses for the purposes of making strategic marketing decisions.

Students earning a B.B.A. degree in Ambassador Crawford College of Business and Entrepreneurship are expected to have the following:

  1. Core Business Knowledge - Recall the strategic frameworks that are used to make business decisions.
  2. Analytical Skills - Use analytical methodologies and critical thinking skills to evaluate and solve business problems.
  3. Digital Technology – Demonstrate the technological skills necessary to analyze business problems and develop solutions.
  4. Written Communication - Write effective business communications.
  5. Oral Communication - Make effective business presentations, using appropriate technologies.
  6. Teamwork – Collaborate effectively with others to achieve a common business purpose.
  7. Business Ethics – Recognize ethical business dilemmas and use ethical decision making to resolve the dilemma.
  8. Global - Analyze the key global factors when making business decisions.
Coursework

Program Requirements

Major Requirements

Major Requirements (courses count in major GPA)
MKTG 35030MARKETING APPLICATIONS (min C grade) 1,23
MKTG 35035CONSUMER BEHAVIOR 23
MKTG 35050MARKETING RESEARCH 23
MKTG 45046PROFESSIONAL SELLING 3
MKTG 45084MARKETING POLICIES AND STRATEGIES (ELR) (WIC) (min C grade)3
Major Selected Courses, choose from the following:9
ENTR 27056
INTRODUCTION TO ENTREPRENEURSHIP
MKTG 35056
SOCIAL MEDIA MARKETING
MKTG 45045
ADVERTISING AND PROMOTION MANAGEMENT
MKTG 45047
ADVANCED PROFESSIONAL SELLING
MKTG 45049
SALES FORCE LEADERSHIP
MKTG 45051
DIGITAL MARKETING
MKTG 45060
INTERNATIONAL MARKETING
MKTG 45082
SERVICES MARKETING
MKTG 45091
MARKETING SEMINAR
MKTG 45095
SPECIAL TOPICS IN MARKETING
MKTG 45096
INDIVIDUAL INVESTIGATION IN MARKETING
MKTG 45189
INTERNATIONAL EXPERIENCE IN MARKETING (ELR)
MKTG 45192
SALES INTERNSHIP (ELR) 3
or MKTG 45292
MARKETING INTERNSHIP (ELR)
Additional Requirements (courses do not count in major GPA)
ACCT 23020INTRODUCTION TO FINANCIAL ACCOUNTING 3
ACCT 23021INTRODUCTION TO MANAGERIAL ACCOUNTING 3
BA 24056BUSINESS ANALYTICS I 63
BA 34060OPERATIONS MANAGEMENT 3
BA 34156BUSINESS ANALYTICS II 3
or MKTG 35061 MARKETING ANALYTICS
BUS 10123EXPLORING BUSINESS 43
BUS 30062ADVANCED PROFESSIONAL DEVELOPMENT 3
CIS 24053INTRODUCTION TO COMPUTER APPLICATIONS 3
COMM 15000INTRODUCTION TO HUMAN COMMUNICATION (KADL) (min C grade)3
ECON 22060PRINCIPLES OF MICROECONOMICS (KSS) 3
ECON 22061PRINCIPLES OF MACROECONOMICS (KSS) 3
FIN 26074LEGAL ENVIRONMENT OF BUSINESS 3
FIN 36053BUSINESS FINANCE 3
MATH 11010ALGEBRA FOR CALCULUS (KMCR) (min C grade)3
MATH 11012INTUITIVE CALCULUS (KMCR) 53-5
or MATH 12002 ANALYTIC GEOMETRY AND CALCULUS I (KMCR)
MGMT 24163PRINCIPLES OF MANAGEMENT 3
MGMT 44285INTEGRATED BUSINESS POLICY AND STRATEGY 3
MKTG 25010PRINCIPLES OF MARKETING (min C grade)3
UC 10001FLASHES 101 1
UC 10162INTRODUCTION TO PROFESSIONAL DEVELOPMENT 1
Kent Core Composition 76
Kent Core Humanities and Fine Arts (minimum one course from each)9
Kent Core Social Sciences (must be from two disciplines)3
Kent Core Basic Sciences (must include one laboratory)6-7
General Electives (total credit hours depends on earning 120 credits hour, including 39 upper-division credit hours) 816
Minimum Total Credit Hours:120
1

Students must take MKTG 35030 as the first course in the major and earn a minimum C grade to continue in the major. MKTG 35030 may be taken concurrently with MKTG 35035 or MKTG 35050. Should students earn below a minimum C grade in MKTG 35030, they are required to repeat the course, with a maximum of three repeats.

2

Students who change their major from managerial marketing to marketing, may use MMTG 35011 in place of MKTG 35030, MMTG 35021 in place of MKTG 35050 and MMTG 45023 in place of MKTG 35035.

3

Students may take either MKTG 45192 or MKTG 45292 to serve as a major elective but not both.

4

A student changing to a program in the college, transferring, or incoming students with college credits may be waived out of BUS 10123 if:

  1. 30 or more credit hours have been earned and any two classes (from ACCT 23020, ACCT 23021, FIN 26074, MGMT 24163, MKTG 25010 or CIS 24053) have successfully been completed.
  2. 60 or more credit hours have been earned and the student has successfully completed one course from (ACCT 23020, ACCT 23021, FIN 26074, MGMT 24163, MKTG 25010 or CIS 24053)
  3. At the discretion of the dean's office, the student has sufficient breadth and depth of knowledge in a business field (as demonstrated by a CLEP exam or Credit by Exam) but does not meet the requirements listed above.
5

Students can take MATH 10051 or PHIL 21002 in place of MATH 11012 or MATH 12002. Taking MATH 10051 or PHIL 21002 will not replace a low grade in either MATH 11012 or MATH 12002. Students are required to take MATH 11012 or MATH 12002 if they change their major to, or want to double major in, Economics or Finance and/or intend to declare a minor in Data Analytics. Students who intend to enroll in certain graduate programs and/or are working toward Phi Beta Kappa status are highly encouraged to take MATH 11012 or MATH 12002.

6

Students who have taken MATH 10041 for another program may use it as a substitute for BA 24056.

7

Minimum C grade is required in ENG 21011 or HONR 20197.

8

Students may take or use any course at any level as long as the minimum 39-credit-hours requirement for upper-division courses is satisfied for graduation with a B.B.A. Exceptions: Maximum 4 credit hours of Physical Activity, Wellness and Sport (PWS) courses may be counted toward the 120 total credit hours or 39-upper-division-credit-hour graduation requirement. General elective courses may be selected from any area and at any level provided students do not go over the PWS restriction and they satisfy the 39 credit hour upper-division requirements. A minor (business or non-business) is encouraged. Any other exceptions must be approved by the assistant dean.

Progression Requirements

  • Minimum 2.000 overall GPA
  • Minimum C grade in COMM 15000, ENG 21011, MATH 11010, MKTG 25010 and MMTG 35011

Graduation Requirements

Minimum Major GPA Minimum Overall GPA
2.000 2.000
  • Only three of marketing major (3/45000) courses may be repeated and counted toward the marketing major. All attempts count in the computation of the major and overall GPA.
  • To progress into the major student must maintain a minimum 2.000 GPA
  • Entrepreneurship majors who are also majoring in either Marketing or Managerial Marketing, and who have taken ENTR 37045, are not required to take MKTG 45046 for the Marketing major or MMTG 35030 for the Managerial Marketing major or minor. However, a double major in Entrepreneurship and Marketing or Managerial Marketing cannot waive ENTR 37045 by taking either MKTG 45046 or MMTG 35030.
  • Students must complete at least 50 percent of business credit hours (required for the business degree) in-residence on a Kent State University campus.
  • Students must complete two measures of outcomes assessment as specified by the college for complete satisfaction of the B.B.A. degree.
Roadmap
 

Roadmap

This roadmap is a recommended semester-by-semester plan of study for this major. However, courses designated as critical (!) must be completed in the semester listed to ensure a timely graduation.

Plan of Study Grid
Semester OneCredits
BUS 10123 EXPLORING BUSINESS 3
COMM 15000 INTRODUCTION TO HUMAN COMMUNICATION (KADL) 3
MATH 11010 ALGEBRA FOR CALCULUS (KMCR) 3
UC 10001 FLASHES 101 1
Kent Core Requirement 3
Kent Core Requirement 3
 Credit Hours16
Semester Two
CIS 24053 INTRODUCTION TO COMPUTER APPLICATIONS 3
ECON 22060 PRINCIPLES OF MICROECONOMICS (KSS) 3
MATH 11012
or MATH 12002
INTUITIVE CALCULUS (KMCR)
or ANALYTIC GEOMETRY AND CALCULUS I (KMCR)
3-5
UC 10162 INTRODUCTION TO PROFESSIONAL DEVELOPMENT 1
Kent Core Requirement 3
Kent Core Requirement 3
 Credit Hours16
Semester Three
ACCT 23020 INTRODUCTION TO FINANCIAL ACCOUNTING 3
ECON 22061 PRINCIPLES OF MACROECONOMICS (KSS) 3
FIN 26074 LEGAL ENVIRONMENT OF BUSINESS 3
MGMT 24163 PRINCIPLES OF MANAGEMENT 3
Kent Core Requirement 3
 Credit Hours15
Semester Four
ACCT 23021 INTRODUCTION TO MANAGERIAL ACCOUNTING 3
BA 24056 BUSINESS ANALYTICS I 3
BUS 30062 ADVANCED PROFESSIONAL DEVELOPMENT 3
!MKTG 25010 PRINCIPLES OF MARKETING 3
Kent Core Requirement 3
 Credit Hours15
Semester Five
Required for progression in the major: Minimum 2.000 overall GPA, minimum C grade in COMM 15000, ENG 21011, MATH 11010 and MKTG 25010.  
BA 34060 OPERATIONS MANAGEMENT 3
!MKTG 35030 MARKETING APPLICATIONS 3
MKTG 35035 CONSUMER BEHAVIOR 3
MKTG 35050 MARKETING RESEARCH 3
Kent Core Requirement 3
 Credit Hours15
Semester Six
Required: minimum overall 2.000 GPA  
BA 34156
or MKTG 35061
BUSINESS ANALYTICS II
or MARKETING ANALYTICS
3
FIN 36053 BUSINESS FINANCE 3
!Major Elective 3
Kent Core Requirement 3
General Elective 3
 Credit Hours15
Semester Seven
Required: minimum overall 2.000 GPA  
MKTG 45046 PROFESSIONAL SELLING 3
!Major Elective 3
General Electives 9
 Credit Hours15
Semester Eight
Required: minimum overall 2.000 GPA and completion of The Assurance of Learning Assessment given in MGMT 44285  
MGMT 44285 INTEGRATED BUSINESS POLICY AND STRATEGY 3
MKTG 45084 MARKETING POLICIES AND STRATEGIES (ELR) (WIC) 3
Major Elective 3
General Electives 4
 Credit Hours13
 Minimum Total Credit Hours:120
Program Delivery
  • Delivery:
    • In person
  • Location:
    • Kent Campus
    • Stark Campus
Accreditation

AACSB, International - The Association to Advance Collegiate Schools of Business

Examples of Possible Careers and Salaries

Advertising and promotions managers

-1.1%

decline

28,600

number of jobs

$133,460

potential earnings

Fundraisers

14.3%

much faster than the average

100,600

number of jobs

$59,610

potential earnings

Market research analysts and marketing specialists

17.7%

much faster than the average

738,100

number of jobs

$65,810

potential earnings

Marketing managers

6.7%

faster than the average

286,300

number of jobs

$142,170

potential earnings

Sales managers

3.5%

about as fast as the average

433,800

number of jobs

$132,290

potential earnings

Additional Careers
  • Marketing coordinator
  • Marketing associate
  • Digital (social media) marketing manager
  • Brand ambassador
  • Product marketing manager

Notice:

* Source of occupation titles and labor data comes from the U.S. Bureau of Labor Statistics' Occupational Outlook Handbook. Data comprises projected percent change in employment over the next 10 years; nation-wide employment numbers; and the yearly median wage at which half of the workers in the occupation earned more than that amount and half earned less.
$34,000-$61,000
Average Annual Salary*
$15/Hour
Average Internship Wage

*Information based on the class of 2022. Salary range represents 25th-75th percentile.

Where can I get a job?

Amazon • American Greetings • Anheuser-Busch • Cleveland Clinic • Fastenal • Fathom • FedEx Ground • Instagram • KeyBank • Kohl’s • Park Place Technologies • Progressive Insurance Sherwin-Williams • The J.M. Smucker Company • TJX Companies • and more!