Bachelor of Business Administration in Marketing


Are you looking for a career in an always-changing field where every day presents a new challenge? Or, have you wondered how brands are built and communicated with customers?  The B.B.A. in Marketing program will prepare you for a variety of positions in marketing such as product development, market research, management, social media, and brand building. 

Under the guidance of experienced faculty, you will gain hands-on experience by working with local businesses to aid in building and implementing marketing plans and strategies - opportunities that will set you apart from your peers.

Classes are located on our Denton campus in face-to-face and online formats.

Marketable Skills

Defined by the Texas Higher Education Coordinating Board's 60x30 Strategic Plan as, "Those skills valued by employers that can be applied in a variety of work settings, including interpersonal, cognitive, and applied skills areas. These skills can be either primary or complementary to a major and are acquired by students through education, including curricular, co-curricular, and extracurricular activities."

Core Skills

  1. Analytical Competence: B.B.A. Marketing Specific Application- Think analytically; Use analytical tools to make decisions. General Employment Application- Effectiveness in problem-solving; Efficient use of common analytical tools for marketing analysis.
  2. Diversity: B.B.A. Marketing Specific Application- Work well within a diverse organization; Adapt strategies based on individual or group differences. General Employment Application- Working in diverse teams; Learning about diversity and differences and how that affects marketing strategy.
  3. Ethical Reasoning: B.B.A. Marketing Specific Application- Apply ethical reasoning; Sustainability impacts on people, planet, and profits. General Employment Application- Being able to make decisions that are ethical and socially responsible.
  4. Teamwork: B.B.A. Marketing Specific Application- Ability to be an effective worker in team situations. General Employment Application- Project management teams; Strategy development teams.

Discipline-Based Skills

  1. Consumer Behavior Analysis: B.B.A. Marketing Specific Application- Consumer buying process, Influences on consumer buying and behaviors. General Employment Application- Understanding how a business’s customers make decisions and use the product; Understanding what can appeal to customers and what can influence or motivate them.
  2. Product/Branding Strategy: B.B.A. Marketing Specific Application- Understanding product mixes and life cycles; Understanding branding and positioning; Devising branding and positioning strategy. General Employment Application- Effectively managing a company’s product mix; Developing effective brands; Identifying and communicating a brand’s position (i.e., image)
  3. Promotion Skills: B.B.A. Marketing Specific Application-Promotion mix tools; Promotion strategies and appeals. General Employment Application- Devise an optimal mix of promotion tools to accomplish objectives; Design effective messages and appeals for the targeted audience.
  4. Distribution/ Retailing Strategy: B.B.A. Marketing Specific Application- Supply and distribution channels; Logistics of moving products; Channel and retail strategies. General Employment Application- Establish effective channels of distribution to meet customer needs; Get products to customers in efficient and effective ways.
  5. Pricing Applications: B.B.A. Marketing Specific Application- Pricing strategies; Pricing math. General Employment Application-Setting effective prices and policies; Understanding basic dynamics of costs and profitability in relation to prices.
  6. Written Communication: B.B.A. Marketing Specific Application- Writing marketing plans and reports; Writing to report research or analytics; Writing to promote and sell.


All applicants must meet the general undergraduate admission requirements.

Degree Requirements

Total Semester Credit Hours (SCH): 120   

Major: 63 SCH

Program Code: MARKETING.BBA   CIP Code: 52.1401.00

Texas Core Curriculum

ENG 1013Composition I3
ENG 1023Composition II3
Life & Physical Sciences6
Language, Philosophy, & Culture3
Creative Arts3
HIST 1013History of the United States, 1492-18653
HIST 1023History of the United States, 1865 to the Present3
POLS 2013U.S. National Government3
POLS 2023Texas Government3
Social & Behavioral Sciences3
CAO: Women's Studies3
CAO: First Year Seminar, Wellness or Mathematics3
Total SCHs42

Courses Required for Major

ACCT 2043Fundamentals of Accounting I3
ACCT 2053Fundamentals of Accounting II3
BUS 3013Business Law and Ethics3
BUS 3163Business Communications3
FIN 3053Business Finance3
MGT 3003Principles of Management3
MGT 3313Business Analytics3
MGT 3533Management Information Systems3
MGT 4333Business Policy (taken in final semester)3
MGT 4563Operations Management3
MKT 3113Principles of Marketing3
MKT 4093Principles of Selling3
MKT 4113Marketing Research3
MKT 4133Promotion Strategy3
MKT 4213Consumer Behavior3
MKT 4313Business-to-Business Marketing3
MKT 4353International Marketing3
MKT 4393Marketing Analytics3
MKT 4553Advanced Marketing (taken in final semester)3
Advanced Business Electives6
Total SCHs63

Advanced Business Electives are any College of Business courses at the 3000 or 4000 level, not otherwise required.

Departmental Requirements

ECO 1013Principles of Microeconomics (may be applied from core)3
ECO 1023Principles of Macroeconomics (may be applied from core)3
FIN 2153Foundations of Money Management (may be applied from core)3
MATH 1703Elementary Statistics I (may be applied from core)3
MATH 2203Business Analysis I (may be applied from core)3
Total SCHs15

Recommended Plan of Study

First Year
ENG 1013Composition I ENGL 13013
HIST 1013History of the United States, 1492-1865 HIST 13013
UNIV 1231Learning Frameworks: First-Year Seminar EDUC 1100, EDUC 1200, EDUC 13001
MATH 1703Elementary Statistics I MATH 13423
ECO 1013Principles of Microeconomics ECON 23023
Life & Physical Science Core3
 SCHs 16
ENG 1023Composition II ENGL 13023
HIST 1023History of the United States, 1865 to the Present HIST 13023
Wellness CAO Core2
Life & Physical Science Core3
ECO 1023Principles of Macroeconomics ECON 23013
 SCHs 14
Second Year
POLS 2013U.S. National Government GOVT 23053
Language/Philosophy/Culture Core3
Multicultural Women's Studies CAO Core3
MATH 2203Business Analysis I MATH 13243
ACCT 2043Fundamentals of Accounting I ACCT 23013
 SCHs 15
POLS 2023Texas Government GOVT 23063
Creative Arts Core3
ACCT 2053Fundamentals of Accounting II ACCT 23023
FIN 2153Foundations of Money Management BUSI 13073
Non-Business Elective3
 SCHs 15
Third Year
BUS 3163Business Communications 3
FIN 3053Business Finance 3
MGT 3003Principles of Management 3
MGT 3313Business Analytics 3
MKT 3113Principles of Marketing 3
 SCHs 15
BUS 3013Business Law and Ethics 3
MGT 3533Management Information Systems 3
MKT 4093Principles of Selling 3
MKT 4313Business-to-Business Marketing 3
MKT 4393Marketing Analytics 3
 SCHs 15
Fourth Year
MGT 4563Operations Management 3
MKT 4113Marketing Research 3
MKT 4133Promotion Strategy 3
MKT 4213Consumer Behavior 3
MKT 4353International Marketing 3
 SCHs 15
MGT 4333Business Policy 3
MKT 4553Advanced Marketing 3
Advanced Business Elective3
Advanced Business Elective3
Non-Business Elective3
 SCHs 15
 Total SCHs:  120

Advanced Business Electives are Business &/or Economics courses at the 3000 or 4000 level.