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Overview of Bachelor Degree Program in Marketing

Majors Overview March 17, 2014

Bachelor of Business Administration (B.B.A.) degree programs focusing on Marketing can assist students in finding work in marketing, advertising, and sales. Master’s in Business Administration degree programs can help those who graduate receive an advancement in their workplace and will also provide coursework in Management.

B.B.A. Programs focusing on Marketing

Students enrolled in a Bachelor of Business Administration degree program with a Marketing concentration are taught rudimentary concepts such as accounting and finances. The marketing aspect of the program emphasizes subject areas related to advertising, such as exporting, importing, pricing theory, and buyer behavior.

Education Requirements

Admission criteria typically require incoming students to hold a GED certificate or high school diploma. In some programs, applicants may also be required to complete high school courses in math and English before they can begin core coursework related to the BBA degree program.


Coursework in a BBA degree program with an emphasis on Marketing includes standard courses on advertising, finances and business. Programs may also require students to take various liberal arts classes. Coursework may include topic areas such as:

•Consumer Behavior
•Marketing Research

Career Choices

Those who successfully complete degree programs in Business Administration with a concentration in Marketing may seek entry-level careers related to developing services or products of a business. Graduates may engage in teamwork aimed at the creation of ad campaigns for businesses, or lead the development of good public relations for the organization. They can also pursue occupations with various other departments of the company to boost sales via incentives that are both creative and useful. The may choose from career options such as:

•Public relations manager
•Marketing manager
•Promotions manager
•Sales manager
•Advertising manager

Job and Wage Outlook

An average job growth rate of 8% has been projected for sales managers, during the decade from 2012 to 2022 (U.S. Bureau of Labor Statistics (BLS)). In May 2012, these professionals took home an average annual wage of $105,260. An average job growth rate of 12% over the 2012-2022 decade has been predicted for advertising, promotions and marketing managers; in May 2012, marketing managers took home an average annual wage of $115,750.

An average job growth rate of 13% has been projected for public relations managers, during the decade of 2012 to 2022; in May 2012, public relations and fundraising managers took home an average annual wage of $95,450.

Continuing Education Choices

Continued education by way of advanced levels, such as an advanced degree or master of business administration (M.B.A.), will help individuals seek higher-level employment opportunities. More advanced topics are covered in MBA programs; these include managerial accounting, marketing analysis and human resource management.

Those seeking careers in research or academics could aim for a Ph.D. degree program in marketing or business. Students enrolled in these programs are provided opportunities for research and teaching. Additionally, programs often require students to complete thesis projects and dissertations.

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