Degree Offered
- Bachelor of Science in Business Administration
Nature of the Program
Marketing professionals are involved in the exchange of value through planning, promoting, pricing, and distributing products and services. The marketing program is designed to give students a strong understanding of the elements of marketing plans used by organizations to satisfy customer needs and wants. In addition to the foundations of marketing strategy, the required courses provide an appreciation of how marketing strategies are used in the globalized economy. Students may select from three tracks: integrated digital marketing communications (iDMC), professional sales, and start up/high tech marketing. Career opportunities for marketing majors include:
- Advertising
- Brand Management
- Communication
- Customer Relationship Management
- Digital Marketing
- Distribution and Channel Management
- Influencer Marketing
- International Business
- Marketing Analytics
- Marketing Management
- Product Management
- Professional Sales
- Promotions
- Retail Management
- Sports Marketing
- Sustainable Marketing
Faculty
Chair
- Annie Peng Cui - Ph.D. (Kent State University)
International Marketing and Brand Management
Professors
- Jody Crosno - Ph.D. (University of Kentucky)
Marketing Channels, Product and Price Policies - Annie Peng Cui - Ph.D. (Kent State University)
International Marketing and Brand Management - M. Paula Fitzgerald - Ph.D. (University of South Carolina)
Consumer behavior, Promotion, Marketing research - Michael Walsh - Ph.D. (University of Pittsburgh)
Integrated marketing communications, Sales, Global Marketing, Public policy and marketing
Associate Professors
- Laurel Ayne Cook - Ph.D. (University of Arkansas)
Consumer collaboration, Consumer health & welfare, Public policy - Xinchun Wang - Ph.D. (Texas Tech University)
Marketing Strategy, Innovation, B2B marketing, and International business
Assistant Professors
- Julian Givi - Ph.D. (Carnegie Mellon University)
Consumer Behavior, Gift Giving - Emily Tanner - Ph.D. (Oklahoma State University)
Formation and management of marketing relationships and the outcomes associated with strong relationships
Teaching Assistant Professors
- David Brauer - D.B.A. (Durham University)
Professional Sales, Distribution Channels - Joseph Derby - Ph.D. (Texas Tech University)
Professional Sales and Marketing Strategy - Suzanne O'Connell - MBA
Professional Sales, Marketing - Khue (Kylie) Vo - Ph.D. (University of North Texas)
Consumer Behavior and Social Media Marketing
Emeritus
- James R. Brown - D.B.A.
- Robert Cook
- Cy Logar
- Philip Mahin
- John L. Porter
Admissions for 2025-2026
For specific information regarding the admissions requirements for First Time Freshmen to the John Chambers College of Business and Economics, please visit Chambers admissions.
Students who are direct admitted to the major as first-time freshmen must possess an overall university GPA of at least 2.5 and have completed the course prerequisites listed in the table below with minimum grade of C-, unless otherwise noted, to be eligible to enroll in upper-division course work.
Students who are not direct admitted to the major (i.e. Business) will declare the major during the semester in which they satisfy the course prerequisites listed below. Applicants also must possess an overall GPA of at least 2.5 to be considered for admission to the major.
| Code | Title | Hours |
|---|---|---|
| ACCT 201 | Principles of Accounting 1 | 3 |
| BCOR 121 | Introduction to Business Applications | 2 |
| ECON 201 & ECON 202 | Principles of Microeconomics and Principles of Macroeconomics | 6 |
| ECON 225 | Elementary Business and Economics Statistics | 3 |
| or STAT 211 | Elementary Statistical Inference | |
| Choose one of the following: | 3-6 | |
| Introduction to Composition and Rhetoric and Composition, Rhetoric, and Research | ||
| Accelerated Academic Writing | ||
| MATH 124 | Algebra with Applications | 3 |
| Total Hours | 20-23 | |
Major Code: 2163
Click here to view the Suggested Plan of Study
Marketing Program Requirements
General Education Foundations
Please use this link to view a list of courses that meet each GEF requirement.
NOTE: Some major requirements will fulfill specific GEF requirements. Please see the curriculum requirements listed below for details on which GEFs you will need to select.
| Code | Title | Hours |
|---|---|---|
| General Education Foundations | ||
| F1 - Composition & Rhetoric | 3-6 | |
| Introduction to Composition and Rhetoric and Composition, Rhetoric, and Research | ||
or ENGL 103 | Accelerated Academic Writing | |
| F2A/F2B - Science & Technology | 4-6 | |
| F3 - Math & Quantitative Reasoning | 3-4 | |
| F4 - Society & Connections | 3 | |
| F5 - Human Inquiry & the Past | 3 | |
| F6 - The Arts & Creativity | 3 | |
| F7 - Global Studies & Diversity | 3 | |
| F8 - Focus (may be satisfied by completion of a minor, double major, or dual degree) | 9 | |
| Total Hours | 31-37 | |
Please note that not all of the GEF courses are offered at all campuses. Students should consult with their advisor or academic department regarding the GEF course offerings available at their campus.
Degree Requirements
To qualify for the degree of Bachelor of Science in Business Administration, Marketing, students must meet the following criteria:
- Complete a minimum of 120 credit hours.
- Possess a minimum overall GPA of 2.0.
- Possess a GPA of 2.0 for all major courses, calculated using all attempted GPA hours unless excluded by the D/F repeat policy.
- The John Chambers College of Business and Economics accepts all baccalaureate transferable course work completed at public and private colleges in West Virginia and other regionally accredited institutions. Since the College is AACSB accredited, upper-division courses (courses equivalent to 300/400 level at WVU) must be evaluated by the Dean or designee before they may count toward business core, major core and major restricted electives in the Bachelor of Science in Business Administration or Bachelor of Science in Economics program.
| Code | Title | Hours |
|---|---|---|
| University Requirements | 34 | |
| Program Requirements | 23 | |
| Business Core Requirements | 33 | |
| Marketing Major Requirements | 30 | |
| Total Hours | 120 | |
University Requirements
| Code | Title | Hours |
|---|---|---|
| Outstanding GEF Requirements 2, 5, 6, 7 and 8 | 16 | |
| BCOR 191 | First-Year Seminar | 1 |
| General Electives | 17 | |
| Total Hours | 34 | |
Program Requirements
| Code | Title | Hours |
|---|---|---|
| ACCT 201 | Principles of Accounting 1 (Minimum grade of C-) | 3 |
| BCOR 121 | Introduction to Business Applications (Minimum grade of C-) | 2 |
| ECON 201 | Principles of Microeconomics (Minimum grade of C-; GEF 4) | 3 |
| ECON 202 | Principles of Macroeconomics (Minimum grade of C-; may fulfill GEF 8) | 3 |
| Select one of the following (Minimum Grade of C-; GEF 1): | 3-6 | |
| Introduction to Composition and Rhetoric and Composition, Rhetoric, and Research | ||
| Accelerated Academic Writing | ||
| Select one of the following (Minimum grade of C-; may fulfill GEF 8): | 3 | |
| Elementary Business and Economics Statistics | ||
| Elementary Statistical Inference | ||
| MATH 124 | Algebra with Applications (Minimum grade of C-; may fulfill GEF 3) | 3 |
| Total Hours | 23 | |
Business Core Requirements
| Code | Title | Hours |
|---|---|---|
| ENTR 102 | Fundamentals of Entrepreneurship | 3 |
| BCOR 199 | Introduction to Business | 3 |
| BCOR 299 | Business Communication (Fulfills Writing and Communication Skills Requirement) | 3 |
| BCOR 320 | Legal Environment of Business | 3 |
| BCOR 330 | Information Systems and Technology | 3 |
| BCOR 340 | Principles of Finance | 3 |
| BCOR 350 | Principles of Marketing (minimum grade of C-) | 3 |
| BCOR 360 | Supply Chain Management | 3 |
| BCOR 370 | Principles of Management | 3 |
| BCOR 380 | Business Ethics | 3 |
| BCOR 460 | Contemporary Business Strategy | 3 |
| Total Hours | 33 | |
Marketing Major Requirements
| Code | Title | Hours |
|---|---|---|
| Possess a minimum GPA of 2.0 for all major courses calculated using all attempted GPA hours unless excluded by the D/F repeat policy. | ||
| MKTG 315 | Buyer Behavior | 3 |
| MKTG 320 | Professional Selling 1 | 3 |
| MKTG 325 | Marketing Research | 3 |
| MKTG 330 | Distribution Channels | 3 |
| MKTG 350 | Product and Brand Management | 3 |
| MKTG 485 | Global Marketing | 3 |
| or MKTG 440 | Export Management | |
| Area of Emphasis * | 12 | |
| Total Hours | 30 | |
- *
Students may opt to complete 12 additional hours of 300/400 level MKTG coursework for instances where an Area of Emphasis cannot be achieved.
- **
MKTG 491, Professional Field Experience, may be used to fulfill marketing elective credit. A maximum of three credit hours of professional field experience may be counted.
Suggested Plan of Study
| First Year | |||
|---|---|---|---|
| Fall | Hours | Spring | Hours |
| BCOR 199 | 3 | ACCT 201 | 3 |
| BCOR 191 | 1 | ECON 201 (GEF 4) | 3 |
| BCOR 121 | 2 | ENGL 101 (GEF 1) | 3 |
| MATH 124 (GEF 3) | 3 | GEF (Choose from F2, F5, F6, F7 or F8) | 3 |
| ENTR 102 | 3 | Minor or General Elective | 3 |
| GEF (Choose from F2, F5, F6, F7 or F8) | 3 | ||
| 15 | 15 | ||
| Second Year | |||
| Fall | Hours | Spring | Hours |
| ECON 202 (GEF 8) | 3 | BCOR 299 | 3 |
| ECON 225 (GEF 8) | 3 | BCOR 320 | 3 |
| ENGL 102 (GEF 1) | 3 | BCOR 330 | 3 |
| GEF (Choose from F2, F5, F6, F7 or F8) | 6 | BCOR 350 | 3 |
| BCOR 370 | 3 | ||
| 15 | 15 | ||
| Third Year | |||
| Fall | Hours | Spring | Hours |
| BCOR 340 | 3 | BCOR 380 | 3 |
| BCOR 360 | 3 | MKTG 325 | 3 |
| MKTG 315 | 3 | MKTG 330 | 3 |
| MKTG 320 | 3 | Area of Emphasis Course | 3 |
| GEF (Choose from F2, F5, F6, F7 or F8) | 3 | GEF (Choose from F2, F5, F6, F7 or F8) | 3 |
| 15 | 15 | ||
| Fourth Year | |||
| Fall | Hours | Spring | Hours |
| MKTG 350 | 3 | BCOR 460 | 3 |
| Area of Emphasis Courses | 6 | MKTG 485 or 440 | 3 |
| Minor or General Electives | 6 | Area of Emphasis Course | 3 |
| Minor or General Electives | 6 | ||
| 15 | 15 | ||
| Total credit hours: 120 | |||
Areas of Emphasis Offered:
Digital Marketing Promotions Area of Emphasis
| Code | Title | Hours |
|---|---|---|
| MKTG 380 | Integrated Promotions | 3 |
| MKTG 389 | Online Analytics | 3 |
| MKTG 474 | Integrated Promotions Campaign | 3 |
| MKTG 475 | Social Media and Marketing | 3 |
| Total Hours | 12 | |
Professional Sales Area of Emphasis
| Code | Title | Hours |
|---|---|---|
| MKTG 321 | Professional Selling 2 | 3 |
| MKTG 345 | Selling with Digital Media | 3 |
| MKTG 420 | Sales Management | 3 |
| MKTG 415 | Customer Relationship Marketing | 3 |
| Total Hours | 12 | |
Start Up/High Tech Marketing Area of Emphasis
| Code | Title | Hours |
|---|---|---|
| MKTG 435 | Artificial Intelligence and Its Application in Marketing | 3 |
| MKTG 445 | Start Up Marketing Promotions | 3 |
| ENTR 400 | Advanced Concepts in Entrepreneurship | 3 |
| DSGN 220 | Design Thinking | 3 |
| Total Hours | 12 | |
Major Learning Outcomes
Marketing
The overall goal of the undergraduate marketing program at the College of Business and Economics is to provide students with a rigorous education that prepares them for successful careers as professional marketing executives in industry, and for further graduate studies. More specifically, the marketing program has the following Learning Goals:
- Students will develop an understanding of the strategic marketing management planning process, and be able to integrate the various facets of marketing and apply these concepts to marketing decisions and the development of marketing plans.
- Students will demonstrate quantitative marketing techniques and be able to conduct, analyze and interpret marketing research
- Students will be able to describe the major types of consumer buying behavior, the stages in the buyer decision process and how the firms’ marketing strategy and marketing mix must evolve and adapt to match consumer behavior.
- Students will be able to describe major bases for segmenting consumer and business markets; define and be able to apply the concepts of market segmentation, target marketing, and market positioning to a marketing situation.
- Students will be able to demonstrate the ability to develop marketing strategies based on product, price, place and promotion objectives.
- Students will be able to evaluate and assess the legal, ethical and social responsibility ramifications of marketing actions and decisions.
- Students will be able to demonstrate an understanding of global marketing and how to adapt domestic marketing programs to the global market.