Jun 24, 2024  
2009-2010 Academic Catalog 
2009-2010 Academic Catalog [Archived Catalog]

Marketing Concentration - Business Administration B.S.

Return to {$returnto_text} Return to: Colleges & Departments

View information for the Department of Management, Operations, and Marketing .

Professors: Gnepa, Petrosky, Williams
Associate Professor: 

Office: Demergasso-Bava Hall 223
Phone: (209) 667-3507


The concentration in Marketing is available to students earning the Bachelor of Science in Business Administration .

Marketing focuses on creating value in the exchange relationship between the firm and the markets it serves. As such, marketing plays a pivotal role in connecting customers and stakeholders to a business and in building long-term relationships with these individuals or groups. Accordingly, marketers plan, implement, and control specific strategies and tactics that will meet their customers’ ongoing needs and wants. That is, marketing matches the chosen customer or group with the right product, at the right price, at the right time and place, and with the right communications.

Fundamentally, marketers must be able to see and understand the world from their customers’ perspective. This requires specific marketing activities including the measurement and interpretation of market forces, cultivation of market opportunities, development of products and/or services to match those opportunities, marketing communications, advertising, sales promotion, public relations, personal selling, sales management, direct marketing, and e-marketing. Marketing also requires conscious choice regarding social responsibility and corporate ethics.

Marketing provides exciting career opportunities for personal growth, creativity, variety, and income in the dynamic and ever-changing business environment. The “American Almanac of Jobs and Salaries” ranks the median income of marketers among the top 10 in a list of 125 professions. Professional careers in marketing are to be found in the marketing departments of industrial firms and merchandising firms.

In addition, there is demand for marketing professionals in specialized organizations such as advertising agencies, marketing research agencies, service firms, transportation and distribution companies, global companies, not-for-profit organizations, and Internet companies. As an academic and scientific field, marketing also provides the opportunity for advanced degrees such as master’s and Ph.D.

Click here to view Learning Objectives for the Business Administration B.S. and its concentrations. 



1. Complete University General Education requirements for the Bachelor of Science degree.

(51 units minimum)

Click here to view General Education requirements. 

3. Complete BUS 3100 Business and Technical Writing Communication (WP) (English proficiency requirement):

(3 units)

5. Complete the concentration.

The Concentration

(16 units)


All courses in the marketing concentration including the business administration prerequisites and core must be completed with a letter grade of C– or better.

Return to {$returnto_text} Return to: Colleges & Departments