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Marketing: The Business of Doing Business

The Davenport University BBA in Marketing prepares you for a fast-growing field that promises exciting opportunities for success. You’ll learn creative and critical-thinking skills, decision-making and analysis and change management as part of this focused, practical “hands-on” program.  

Specialty Focus Options

You may choose to explore a degree concentration to focus on a particular specialty by electing additional courses in one of our specialties.

  • Advertising and Promotion
  • Business to Business
  • Sports Marketing

The Sports Marketing specialty is our newest focus area, created in response to significant future opportunities expected to emerge in this top ten largest U.S. industry. Davenport tracks trends and projections to bring you the most valuable return on your educational investment.

Why Davenport?

The U.S. Bureau of Labor Statistics (BLS) projects that marketing position opportunities will continue to grow at a steady pace through 2020.This far-reaching need for marketing expertise makes this degree a field of study that stands the test of time. A recent survey shows 95% of Davenport University marketing grads are working in marketing or a closely related field.

Our marketing curriculum is developed around teaching employer-centric skills. You'll have the unique opportunity to  apply them in “real-world” marketing applications. As you interact with area businesses you'll become "career-ready" gaining invaluable learning experiences, such as:

  • Developing advertising campaigns
  • Conducting and analyzing market research
  • Preparing marketing plans

The experiential learning component gives you first-hand, active learning you won't find just anywhere. It's one of the unique ways Davenport helps prepare you for success!

The Marketing major is also a great foundation for a Davenport MBA graduate degree.

In-demand Careers

The BLS reports the 2010 median annual salary for bachelor degree graduates as $108,260. This exceptional bachelor’s program will make you a contender for these well-paid, in-demand positions, including:

  • Advertising Account Exec
  • Customer Relations Manager
  • Digital Marketer
  • Director, Public Relations
  • Director or VP, Sales and Marketing
  • “Green” Marketer
  • Market Research Analyst
  • Product Manager
  • Sports Events and Athlete Marketing

The DU Advantage

  • Courses available both online and in classroom
  • State-of-the-art online technology and support
  • High quality coursework
  • 11 campuses statewide
  • Low student-to-faculty ratio
  • Specializing in careers of the future
  • Practical, in-field experiences
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Full Curriculum


Marketing students gain skills in business fundamentals and specific marketing disciplines in a learning environment that balances textbook theory with real-world marketing application.  Students become familiar with the marketing functions and processes that deliver customer value, enhance customer relationships and benefit organizations and their stakeholders.  Varied learning methodologies that emphasize critical thinking, problem solving and ethical decision-making prepare students for the marketing challenges of today’s global environment.  Graduates earn a Bachelor of Business Administration degree with a major in Marketing and an elective Specialty in Business-to-Business, Advertising and Promotion, Professional Selling, or Sport Marketing.

**It is strongly recommended that students choosing the Sport Marketing Specialty take six credit hours of Internship. This six credits could be completed as MGMT290S (3 cr) and MGMT490S (3 cr), MGMT290S (3 cr) and MKTG290 (3 cr) or MGMT490S for six credits.

+MGMT290S is not repeatable and cannot be used to fulfill all 6 credits in place of MGMT490S.

***Which class should I take? When should I take it? Please click here for the program sequence. (pdf download)

Foundations of Excellence39 cr.
ACES100 or OPENAchieving Career and Education Success or (if exempt) Open Elective3 cr.
COMM120Presentation Techniques3 cr.
ECON200Microeconomics3 cr.
ECON201Macroeconomics3 cr.
ENGL109Composition3 cr.
ENGL110Advanced Composition3 cr.
ENGL311Professional Writing3 cr.
ENVS125 or SCI/MATHIntroduction to Environmental Studies or Science/Math Elective3 cr.
MATH125Intermediate Algebra3 cr.
SOSC201Diversity in Society3 cr.
STAT220Introduction to Statistics3 cr.
HUMNHumanities Elective3 cr.
SOSCSocial Science Elective3 cr.
Foundations of Business32 cr.
ACCT201Accounting Foundations I4 cr.
ACCT202Accounting Foundations II 4 cr.
BITS211Microcomputer Applications: Spreadsheet3 cr.
BUSN120 or BUSN*Introduction to Business or Business Elective3 cr.
BUSN210Professional Ethics3 cr.
CISP112Applied Information Technology 3 cr.
FINC211Corporate Finance3 cr.
LEGL210Business Law Foundations3 cr.
MGMT211Management Foundations3 cr.
MKTG211Marketing Foundations3 cr.
Major43-46 cr.
BUSN225International Business3 cr.
BUSN488TBBA Major Field Test0 cr.
BUSN489 or MKTG490Field Experience in Business or Marketing BBA Internship3 cr.
GPMT287Principles of Project Management3 cr.
MKTG212Professional Selling3 cr.
MKTG213Advertising Foundations3 cr.
MKTG310Consumer Behavior3 cr.
MKTG412Marketing Research3 cr.
MKTG421International Marketing3 cr.
MKTG430New Product Development and Innovation3 cr.
MKTG441Strategic Marketing4 cr.
Plus four Marketing electives [MKTG] or choose one of the following specialties:(12-15) cr.
Advertising and Promotion Specialty [MKAP](12) cr.
MKTG214Public Relations Foundations3 cr.
MKTG306Creative Strategies3 cr.
MKTG314Media Planning3 cr.
MKTG322Digital Marketing3 cr.
Business-to-Business Specialty [MKBB](12) cr.
MKTG305Sales Management3 cr.
MKTG311 or MKTG345Channel Strategy or Pricing Concepts and Methods3 cr.
MKTG322Digital Marketing3 cr.
MKTG404Business-to-Business Marketing3 cr.
Professional Selling Specialty [PRSL](12) cr.
MKTG305Sales Management3 cr.
MKTG311/345/404Channel Strategy or Pricing Concepts and Methods or Business-to-Business Marketing3 cr.
MKTG342Advanced Professional Selling3 cr.
MKTG435Professional Negotiations3 cr.
Sport Marketing Specialty [MKSP]**(12-15) cr.
MGMT214Sport Management Foundations3 cr.
MKTG215Sport Marketing3 cr.
MKTG350Sport Advertising and Promotion3 cr.
+Choose from the following:(3-6) cr.
MGMT223Sports in Society3 cr.
MGMT290SSport Management Internship3 cr.
MGMT490SSport Management BBA Internship3-6 cr.
MKTG290Marketing Internship1-3 cr.
Recommended Open Electives (any specialty)3-6 cr.
MKTG290Marketing Internship1-3 cr.
MKTG490Marketing BBA Internship3 cr.