Marketing BS
Program Purpose
Marketing is the study and practice of understanding consumers to create, communicate, deliver, and exchange offerings that have value for customers, clients, partners, and society at large. Marketers are at the core of a business where they work as stewards of a company's revenue-generating activities. This work requires a careful balancing of both the customers needs and the capabilities and needs of the firm.
As a BYU Marriott marketing student, you will develop a variety of skills that will enable you to have a successful career in a broad variety of fields. Marketing graduates obtain employment in many industries and roles, including brand and product management, digital marketing, tech marketing, account management, customer relationship management, and more. The marketing program will provide you with foundational marketing skills to help you land your first marketing job and will serve you as you progress in your field and career.
In addition to career success, the skills you develop will assist you in all aspects of your life. You will develop into a Christlike leader that demonstrates empathy, humility, truth-seeking, and a desire to serve others. Christlike marketing is a discipline focused on creating, communicating and delivering things of real value to our customers. This includes caring about their physical, emotional, intellectual, and spiritual wellbeing. As we demonstrate this care, we show our faith, integrity, and respect for those that we interact with in our personal and professional capacity.
Course Structure
After taking MKTG 201 - Marketing Management as a prerequisite, marketing students take the following courses during the marketing core, during the Fall of their junior year:
- MKTG 401 - Marketing Research
- MKTG 402 - Advertising and Promotion Management
- MKTG 403 - Consumer Behavior
All students will then take MSB325 - Intro to Business Analytics, MKTG 326 - Career Development, MKTG 380 - Marketing Lecture Series, MKTG 429 - Marketing Strategy prior to graduation.
Students will choose three electives from the following list:
- MKTG 411 - Marketing Analytics
- MKTG 412 - Sales Management
- MKTG 414 - Entrepreneurial Marketing
- MKTG 415 - Digital Marketing
- MKTG 416 - International Marketing
- MKTG 417 - Creativity and Design in Marketing
- MKTG 418 - Pricing Strategies
- MKTG 419 - Technology Product Marketing
- MKTG 420 - Marketing Operations
- MKTG 422 - Business to Business Selling
- MKTG 490R - Special Topics in Marketing
Learning Outcomes
Marketing students develop skills and competencies in areas of marketing strategy, research, communications, and consumer insights.
Lead with Character and IntegrityStudents will demonstrate ethical reasoning and Christlike leadership by making marketing decisions grounded in honesty, transparency, and respect for all stakeholders.
Students will analyze market opportunities, diagnose performance, and apply marketing strategy frameworks to drive sound, data-informed business decisions.
Students will communicate marketing insights and strategies clearly and persuasively to diverse audiences through professional-quality oral, written, and visual formats.
Students will work effectively in teams by demonstrating empathy, accountability, and mutual respect, fostering inclusive and productive group environments.
Students will collect, analyze, and interpret qualitative and quantitative data to guide customer-centric marketing decisions and evaluate outcomes.
Students will develop and implement strategic marketing plans using segmentation, positioning, and the full marketing mix to create real customer and business value.
Evidence of Learning
Lead with Character and Integrity
TBD
Think Strategically to Solve Complex Business Problems
TBD
Communicate with Impact
TBD
Practice Christlike Collaboration
TBD
Apply Marketing Research and Analytics with Discernment
TBD
Innovate and Execute Integrated Marketing Plans
TBD
Learning and Teaching Assessment and Improvement
Outcome Improvement
Marketing faculty are in charge of assessing the learning outcomes for their courses and evaluating the extent to which their instruction has resulted in the desired outcomes.