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 act as stewards of a company's revenue-generating activities - responsible for aligning customer needs with firm capabilities in ways that create lasting value for both. This work requires careful judgment, balancing what customers need with what the firm can deliver.
As a BYU Marriott marketing student, you will develop practical capabilities - including market insight, analytical reasoning, experimentation, communication, and sound decision-making - that prepare you for a successful career across a broad range of fields. Marketing graduates find employment in brand and product management, digital marketing, tech marketing, account management or sales, customer relationship management, marketing operations, and more. The marketing program will give you the foundational skills to land your first marketing job, and the judgment to grow in your field and career over time.
In addition to career success, the skills you develop will serve you in all aspects of your life. You will grow into a Christlike leader who demonstrates empathy, humility, truth-seeking, and a desire to serve others. Marketing becomes Christlike when it helps people flourish through honest, voluntary exchange. When you focus on real value, you attend to individuals' physical, emotional, intellectual, and spiritual wellbeing. As you demonstrate this care, you show your faith, integrity, and respect for those you interact with, in both your personal and professional life.
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.