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Explore our BS in Business Administration Marketing concentration

Explore the analytic and decision-making skills needed to manage marketing resources and activities in both a domestic and global context.

Today’s business organizations need leaders who can design and implement high-return, cost-effective marketing strategy, which includes digital and non-digital marketing activities. If this resonates with you, this concentration may be a good fit.

Program Savings

Course-Based: Receive a $2,500 grant if you reside in the U.S. and start this program on November 30, 2020. Contact one of our enrollment specialists to learn more.

Get Started Now

Curriculum

Degree Completion Requirements

  • 181 total quarter credits
    • General education courses (45 cr.)
    • Business courses (61 cr.)
    • Concentration courses (15 cr.)
    • Elective courses (55 cr.)
    • Capstone course (5 cr.)

Students may be eligible to transfer up to 135 credits. At least 45 credits must be completed at Walden.

This sequence represents the minimum credit requirement for program completion. The number of credits for completion will vary by student, depending on individual progress and credits transferred, if applicable. For a personalized estimate of your transfer credits that Walden would accept, call an Enrollment Specialist at 855-515-3563.

Courses

Course Code Title Credits

BUSINESS COURSES

LDRS 1001

Personal and Organizational Leadership

Personal goals, values, and purpose represent the foundations of effective personal leadership. In this introductory course, students explore this concept of personal leadership in their own work and community roles. Through the application of self-assessment tools, students can gain insights into their leadership strengths as well as those areas representing opportunities for improvement. The roles of emotional intelligence and social intelligence are introduced to provide a more comprehensive model of personal leadership. Students also investigate the alignment of Walden's mission of social change with broader societal issues in the workplace, including the relationship between personal and organizational leadership.

(6 cr.)
BUSI 1002

Introduction to Management

The roles, functions, and styles of managers, specifically principles and procedures for planning, organizing, leading, and controlling organizations, are addressed in this introductory course. Emphasized is the practical application of theory to reality. Students focus on the techniques, tools, and methods of managerial decision making and employee motivation, as well as consider the effects of ethical leadership and management practices on an organization. This course is structured so that students have the opportunity to see the interrelationships among the functions, components, and disciplines that comprise the field of management and thereby gain a comprehensive perspective as a foundation for the further study of management.

(5 cr.)
ACCT 1004

Fundamentals of Accounting

Students take a top-down approach to understanding introductory accounting documents and procedures by exploring a business's financial statements, including the balance sheet, income statement, and cash flow statement in this course. Students explore the practical uses for information that can be gleaned from these statements, individually and as a whole, through a detailed examination of the properties and characteristics of each statement. Students engage in application assignments and discussions on a variety of topics, such as regulations that should be followed when preparing financial statements as promulgated by generally accepted accounting principles (GAAP). Students examine the U.S. use of GAAP in comparison to the use of International Financial Reporting Standards. (Prerequisite(s): BUSI 1002 AND MATH 1030 or MATH 1040.)

(5 cr.)
STAT 2002

Business Statistics

In this course, students examine the fundamentals of probability and descriptive and inferential statistics. Students learn concepts of hypothesis testing, simple regression, and correlation analysis, focusing on the application of these techniques to business decision making. Applying these concepts to analyze hypothetical case scenarios, students can learn practical ways that they can use statistics in their daily life. Students also have the opportunity to share insight and gain new perspectives on these topics through weekly discussions.

(5 cr.)
ECON 1002

Microeconomics

The principles of microeconomics explain how in a market economy the price system answers the following fundamental economic questions: What goods and services are produced and distributed as well as how and for whom? Students in this course examine the behaviors of households that supply factors of production—natural resources, labor, and capital—to firms and that purchase consumer goods and services from firms. They also investigate firms that maximize profit through their decisions about acquiring factors of production, controlling costs of production, choosing the optimal level of output, competing with other firms under different market structures, and making investment decisions about entering new markets.   (Prerequisite(s): MATH 1030 or MATH 1040.)

(5 cr.)
BUSI 2001

Business Law

Responsible business leaders and decision makers must conduct transactions and operations according to clearly defined rules, laws, and processes to ensure stability and protection for their company. Students in this course examine the legal issues faced by managers, fundamental legal principles, and common issues in the field, such as workplace law, contract disputes, and intellectual property guidelines. Students engage in discussions and application assignments focused on the responsibilities of business professionals, such as understanding the fundamental legal principles in business and commerce; analyzing business contracts; adhering to legal issues in interviewing, hiring, and firing; developing, using, and defending intellectual property; and understanding the regulatory context.  (Prerequisite(s): BUSI 1002.)

(5 cr.)
DSCI 2010

Data Science Essentials

The importance of data science cuts across nearly all major industries and companies. In this course, students explore the scope and multidisciplinary nature of data science with a focus on solving problems using data from across disciplines. Students will see how tools like Watson Analytics can be used to discover patterns and meaning in data. They consider ethical considerations related to data science applications, develop a questioning mindset, and explore a data science framework that can be applied to any industry, business, or organization.

(5 cr.)
MRKT 3001

Marketing

Students examine basic marketing functions and the execution of successful marketing processes. They gain a fundamental understanding of marketing concepts, practices, terminology, associated technologies, and practical applications including customer relationship management. (Prerequisite(s): BUSI 1002.)

(5 cr.)
HRMG 3001

Human Resource Management

This course is a comprehensive overview of human resource management for students. They discuss the role of human resources managers as strategic partners who focus on the mission and goals of an organization. Students examine traditional topics, such as job analysis and design, recruitment, selection, performance appraisal, training, staffing, career management, compensation, benefits, health and safety, and employee relations. They also evaluate technology-based resources that aid contemporary HR processes and responsibilities. Through case studies and practical exercises, students work toward gaining the skills that enable them to develop important employment policies and procedures, such as those addressing ethical and equal opportunity issues in regard to legal and environmental regulations. (Prerequisite(s): BUSI 1002.)

(5 cr.)
FNCE 3001

Financial Management

All organizations must collect and analyze financial information to make important decisions regarding operations, such as payments, budgeting, and investing in new business. Students in this course learn to use financial and managerial finance theory, concepts, and tools to make better financial management decisions as well as to conduct sound financial analysis. They examine the principles of finance from an applied perspective through the examination of difficult strategic and operational decisions that exist in the business environment. Students gain hands-on financial management experience as they compile financial statements, analyze and report financial results, and calculate elements of time value of money for single or multiple cash flows.   (Prerequisite(s): ACCT 1003 or 1004S.)

(5 cr.)
ISYS 3001

Information Systems in Enterprise

All businesses rely on systems to process, collect, share, and store important information. The most effective way to help an organization achieve its goals is to understand how to leverage information systems and emerging technology. In this course, students have the opportunity to gain skills needed to employ such leverage in the professional arena. Students examine the characteristics of information systems and their role in organizations. They also assess and discuss the impact that information systems have on the enterprise as a whole, in addition to their current architectures, enabling tools, and project cycles. (Prerequisite(s): BUSI 1002.)

(5 cr.)
BUSI 3010

Operations Management

An overview of the concepts, methodologies, and applications of business operations management is provided to students in this course. Students focus on operations, the supply chain, and the process of transforming resources into products and services. They explore the responsibility of operations managers to make cost-effective and cross-functional decisions that increase the productivity and competitiveness of manufacturing and service organizations. Students examine product flow processes and product-process strategies to increase efficiency and effectiveness within organizations. Students also have the opportunity to learn the process of planning, implementing, and monitoring operations to ensure the continuous improvement and quality standards of goods and services. (Prerequisite(s): BUSI 1002.)

(5 cr.)

CONCENTRATION COURSES

MRKT 4501

Marketing Management

Successful business strategies and policies depend on effective marketing management processes and knowledgeable leaders. Through this course, students have the opportunity gain the creative decision-making skills required to develop and implement strategic marketing programs. Students learn about fundamental concepts and elements of marketing, including marketing mix, channels of distribution, and industrial and international marketing. They evaluate current events and contemporary business case studies to develop a real-world understanding of the development, organization, implementation, and control of the marketing plan.   (Prerequisite(s): MRKT 3001.)

(5 cr.)
MRKT 4504

Global Marketing

In this course, students examine foundational concepts in global marketing. Examples and cases cover both developed and developing markets. Topics include culture and marketing, global and local competitors, cross-cultural consumer behavior and research, and intercultural marketing communications. (Prerequisite(s): MRKT 3001.)

(5 cr.)
MRKT 4503

Strategic Services Marketing

Marketing a service requires a different approach than marketing a traditional product. Services and products each serve different emotional, physical, and intellectual needs, so marketers must learn to present them strategically to consumers. In this course, students evaluate how service marketing differs from product marketing. They explore concepts such as the service marketing mix, total quality management, customer perceptions of services, and the pricing of services. They assess and discuss the role of pricing, the importance of adopting strategies, and the role of service environments. For a practical understanding of the service industry and marketing, students develop a comprehensive plan in the context of real-world service challenges. (Prerequisite(s): MRKT 4502 or MRKT 4504.)

(5 cr.)

ELECTIVE COURSES

Choose 11 courses from general education, BS in Business Administration, other Walden bachelor’s degree programs, or Accelerate into Master's (AIM) courses. At least four courses must be at the 3000 level or higher. Your elective credits should total 55 to meet your program requirements. You may also be eligible to transfer previous credit to meet your elective requirements for this online business administration degree. Note on Minors: Electives can also be used to complete a six-course minor.

CAPSTONE

BUSI 4900

Capstone: Strategic Business Management

In this capstone experience,* students apply knowledge gained throughout the entire program to demonstrate mastery of various core business competencies. Students apply and integrate a variety of skills, technologies, tools, and knowledge to assess strategic issues in a real-world context to develop recommendations for organizational change and/or improvement. Through this capstone, students also demonstrate their understanding and competency in identifying complex problems and solutions.*Students in the course-based modality will engage in a third-party, online, simulation-based strategic management activity, and students in the competency-based modality will complete a comprehensive business proposal focused on employing strategies to build sustainable competitive advantage.  (Prerequisite(s): All required core and concentration courses/competencies.)

(5 cr.)
VIEW ALL COURSES Less Courses

Tuition and Fees

Curriculum Component Requirements Cost Total *
Tuition 181 total quarter credit hours $325 per quarter hour $58,825
Technology Fee Per quarter $160 $2,560


TOTAL $61,385


Transfer up to 135 credits $45,795


Total with Maximum Transfer Credits† $15,590


The tuition reflects the minimum time to completion. Time to completion varies by student, depending on individual progress and credits transferred, if applicable. For a personalized estimate of your time to completion, call an Enrollment Specialist at 855-646-5286.

*Tuition and fees are subject to change. Books and materials are not included and may cost up to an additional $5,500.

Maximum transfer credit total includes reduction in technology fee as related to reduced number of courses over time.

FINANCIAL AID

Many Walden degree-seeking students—67%—receive some form of financial aid.* Create a customized plan that makes sense for you.

*Source: Walden University’s Office of Financial Aid. Data reports as of 2018.

Find Ways to Save

Program Savings

Course-Based: Receive a $2,500 grant if you reside in the U.S. and start this program on November 30, 2020. Contact one of our enrollment specialists to learn more.

Get Started Now

Admission Requirements

To be considered for admission to this bachelor’s program, you must have a high school diploma or its equivalent and meet the general admission requirements. If you choose the competency-based option, you also must transfer 45 quarter credits from prior coursework. All applicants must submit a completed online application and transcripts. More information for international applicants.

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