Marketing, Bachelor of Science in Business Administration
How can we get customers who visit our website to make a purchase? Who would be a great spokesperson for the brand; should it be a successful athlete, well-known celebrity, doctor or a past customer? What information do we need to collect from customers to assess their satisfaction with our goods and services? What does customer purchase data reveal? What changes can we make within the service environment of the airport, bank, fitness center or zoo to improve the customer experience? How can we attract volunteers and donors to support our non-profit? How can we motivate our sales team and develop long-term relationships with our customers? If these are the kinds of problems you’d love to solve, then a marketing degree at NAU may be just right for you!
A marketing degree prepares you for a wide variety of positions. Marketing skills can be applied in all for profit and non-profit industries including financial services, healthcare, retailing, professional sports, governments and education. You will learn to:
1) understand various facets of consumer behavior
2) develop customer surveys
3) analyze customer behavior and purchase data
4) create marketing strategies for goods and services; for non-profit and for-profit organizations
- Classes include experiential and applied projects. Students may also choose to participate in marketing internships to gain valuable experience.
We designed this degree for those students who want to be a part of building relationships between businesses and customers. Students will complete coursework related to understanding customer behaviors, research and analysis, communication and sales, and marketing strategy. Students may choose a concentration in sales, or service and non-profit marketing.
This program is accredited by the Association to Advance Collegiate Schools of Business (AACSB)
Requirements Accordion Open
To receive a bachelor's degree at Northern Arizona University, you must complete at least 120 units of credit that minimally includes a major, the liberal studies requirements, and university requirements as listed below.
- All of Northern Arizona University's liberal studies, diversity, junior-level writing, and capstone requirements.
- All requirements for your specific academic plan(s).
- At least 30 units of upper-division courses, which may include transfer work.
- At least 30 units of coursework taken through Northern Arizona University, of which at least 18 must be upper-division courses (300-level or above). This requirement is not met by credit-by-exam, retro-credits, transfer coursework, etc.
- A cumulative grade point average of at least 2.0 on all work attempted at Northern Arizona University.
Overview Accordion Closed
In addition to University Requirements:
- At least 46 units of business core requirements
- At least 33 units of major requirements
- Up to 9 units of major prefix courses may be used to satisfy Liberal Studies requirements; these same courses may also be used to satisfy major requirements
- Elective courses, if needed, to reach an overall total of at least 120 units
Please note that students may be able to use some courses to meet more than one requirement. Contact your advisor for details.
|Minimum Units for Completion||120|
|Highest Mathematics Required||MAT 121|
|Additional Admission Requirements||Required|
|Additional Fees/Program Fees||Required|
|University Honors Program||Optional|
|AZ Transfer Students complete AGEC-B||Recommended|
|Progression Plan Link||View Progression Plan|
The mission of the FCB marketing program is to educate and develop students to be capable of meeting their individual potential, as well as meeting the needs of employers and society. Students of the marketing program will be able to contribute to organizations with knowledge of marketing tactics and strategy for non-profit and for-profit companies. In NAU’s marketing program, students will learn how to develop a marketing plan including:
- understanding consumer behavior and the buying process;
- conducting market research;
- developing communication strategies;
- how best to make products and services accessible to customers;
- leveraging technology to manage data and improve business decision making
Student Learning Outcomes
MARKETING KNOWLEDGE: students should be able to demonstrate an understanding of fundamental marketing concepts and apply that knowledge to business situations.
- Define market segmentation, target marketing, marketing mix and positioning. Identify segmentation variables and use them to describe target markets. Explain how a marketing mix is supporting an organization’s positioning and goals.
- Identify, describe and apply consumer behavior concepts and discuss the implications for marketing practices.
- Apply customer relationship concepts to marketing planning, strategy and recommendations for profit and non-profit organizations.
- Discuss the role of data in decision making and explain how marketing research is conducted and used for marketing decisions.
- Identify and describe the components of a marketing plan.
- Analyze and evaluate business situations, identify problems and offer useful marketing recommendations.
- Evaluate a business situation (profit and non-profit organizations) and utilize marketing knowledge and skills to prepare and/or adjust a marketing strategy.
- Analyze customer behavior and purchase data to discover relationships, build associations, and gain insights to provide informed marketing decisions.
- Develop professional presentation materials and visuals
- Demonstrate ability to clearly present ideas that generate audience interest.
- Explain and clarify in response to questions.
- Collaborate appropriately with team members.
- Utilize on-line reporting systems, data mining and data warehousing techniques.
- Use customer behavior and purchase data to create dashboards containing visual displays of marketing/sales data.
Details Accordion Closed
Additional Admission Requirements
- Admission requirements over and above admission to NAU are required.
Admission to Northern Arizona University qualifies you for admission into the preprofessional program in The W. A. Franke College of Business. You must meet the following requirements to enter our professional programs:
- Complete at least 56 units with a cumulative grade point average (GPA) of 2.0 or better.
- Complete the following courses with a grade of "C" or better in each course: ENG 105, MAT 121, ACC 205, ACC 255, ACC 256, ECO 201, ECO 284, ECO 285, ISM 120.
- Complete six (6) different Pathways experiences (one pathway credit must be the Career Steps online module). Transfer students who have met all of the requirements listed above need to complete four (4) Pathways experiences (one pathway credit must be the Career Steps online module) during their first semester in The W. A. Franke College of Business.
- If you have a 2.75 GPA in these courses and have satisfactorily completed Pathways activities designated by The W. A. Franke College of Business, we guarantee your acceptance into our professional program. If your average is less than a 2.75 but you have at least a 2.5 and have satisfactorily completed all designated Pathways activities, we admit you into the professional program on a space-available basis according to the rank order of your grade point average in these courses.
- If you are in the preprofessional program and have completed all required courses with "C" or better, but have a GPA in those courses that is below the acceptable grade point average for admission to the professional program, you may repeat up to two of the required courses in which you earned a "C" to meet the minimum GPA requirement. You may only repeat a required course in which you earned a grade of "C" one time.
This major requires 79 units distributed as follows:
- Business Core: 46 units
- Marketing Common Course Requirements: 18 units
- Concentration: 15 units
- Marketing for Services and Society Concentration
- Professional Sales Concentration
Business Core (46 units)
- ACC 205, ACC 255, ACC 256 (9 units)
- ECO 201, ECO 284, ECO 285 (9 units)
- FIN 311 (3 units)
- ISM 120, ISM 360 (6 units)
- MAT 121 (4 units)
- MGT 301, MGT 340 (6 units)
- MGT 490C which meets the senior capstone requirement (3 units)
- (MKT 333 and MGT 300) or (MKT 333I and MGT 300I). Students must earn a Grade of "C" or better in MKT 333 to continue as a Marketing major. (6 units)
Major Courses (33 units)
- ISM 440 (3 units)
- MKT 334, MKT 439, MKT 494. MKT 494 must completed at The W. A. Franke College of Business. (9 units)
- Select one: ENG 302W, or MGT 350W, or if you take (MKT 333I and MGT 300I) complete MGT 350IW which meets the junior-level writing requirement (3 units)
- International Requirement, select one: ECO 486, FIN 480, MGT 405, MKT 480 (3 units)
Concentrations (Select One):
These courses represent the General Academic Requirements (GAR) for The W. A. Franke College of Business. Some of these courses also fulfill liberal studies requirements; for information about the overlap between the GAR and liberal studies, consult an advisor in Room 222 of the college.
Additional coursework is required, if, after you have met the previously described requirements, you have not yet completed a total of 120 units of credit.
You may take these remaining courses from any academic areas, using these courses to pursue your specific interests and goals. We encourage you to consult with your advisor to select the courses that will be most advantageous to you. (Please note that you may also use prerequisites or transfer credits as electives if they weren't used to meet major, minor, or liberal studies requirements.)
- That you must complete at least 15 units in your major and 9 units of the upper-division business core at The W. A. Franke College of Business (FCB).
- You must earn 50% of your overall business units required for your degree at the FCB.
- All transfer credits must be approved by the FCB and are subject to guidelines listed in the current general catalog. The FCB does not accept upper-division transfer credits from programs not accredited by the AACSB (such as the University of Phoenix or the Bachelor of Business Administration program at NAU-Yuma).
- Students must complete the following courses at the FCB: MGT 490C (Business Strategy) and the junior writing requirement (if filled by either MGT 350W or MGT 350IW (Business Communication). Students who satisfy the junior writing requirement with ENG 302W (Technical Writing) must complete that course at Northern Arizona University.
You must have completed all of the coursework used to fulfill these requirements within the last 10 years.
Be aware that some courses may have prerequisites that you must also take. For prerequisite information click on the course or see your advisor.