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Marketing Major - Marketing Bachelor's Degree Program

Program OverviewProgram DetailsWhy Choose Franklin

Assert your creative ingenuity to methodically drive customer growth

Nothing in business is as creative as marketing. Creativity has been called the #1 leadership competency of the future by 1,500 chief executives featured in a Newsweek cover story.

Marketing allows you to use both the left- and right-sides of the brain, blending ingenuity with analytical and critical thinking to create powerful communication. As a career, marketing is growing at a rate of 22%—that’s higher than the national average.1

Acquire a marketing skill set sought by employers

To gain entry into or grow in this field, you need in-demand skills you can immediately put into practice. Franklin University’s Marketing Major equips you with a highly desirable skill set in these core areas: marketing strategy, market research and analysis, advertising, and global marketing. You can also enhance your education by taking elective courses in areas that complement your major, such as e-commerce, Internet marketing, or public relations.

At Franklin, you’ll gain confidence in your abilities through a hands-on approach to all aspects of marketing, from developing strategic plans to executing tactics. Our highly relevant curriculum will expose you to current trends in social media, analytics, and consumer behavior, preparing you to add value to variety of industries and organizations.

Gain hands-on experience with project-based team assignments

With Franklin’s application-oriented curriculum and project-based team assignments, you’ll get practical experience in how the marketing function fits within other business disciplines. From case studies to your capstone project, you’ll be doing marketing work in a simulated business environment.

The capstone project prepares you to work cross functionally by teaming you up with students from other majors, including Human Resources Management, Financial Management, and Internet Marketing. Together, you’ll define a corporate strategy with you developing the marketing plan and ensuring integration and alignment with the overall strategy.

Learn from accredited curriculum taught by expert practitioners

Credentialed practitioners and respected experts in marketing teach our relevant curriculum, so you’ll learn real-world lessons from their years of experience. And Franklin’s Marketing major is accredited by the International Assembly for Collegiate Business Education (IACBE), a leader in outcomes-based accreditation in business, so you know you’re earning a respected degree with value in the workplace.

Earn your degree from a university built for busy adults

Earn your degree on your terms by taking classes 100% online or pursue available coursework at one of our Midwest locations. Regionally accredited and nonprofit, Franklin was built from the ground-up to satisfy the needs of adult learners. Our seamless transfer process and team of academic advisors will help ease your transition to becoming a student, while our flexible course schedules help to balance your education with work, family, and life. Get started on your future today!

1Source information provided by Economic Modeling Specialists International (EMSI)

Gain The Skills Employers Desire

  • Marketing Strategy
    • Lead world-class marketing organizations in brand management, product innovation, and consumer insight development
    • Provide strategic leadership across a variety of marketing touchpoints to achieve market growth
    • Create and implement strategic and tactical marketing plans across a variety of channels and markets
    • Manage lifecycle marketing and brand advocacy programs, including establishing metrics and benchmarks to measure program success
    • Review elements of the marketing mix, including product formulation, price, distribution, and promotion in order to build brand equity and optimize sales, market share and profitability
    • Review and analyze market opportunities, including industry and customer segmentation, developing marketing communication objectives, strategies, and tactics for target markets
    • Deliver creative and strategic marketing approaches by coordinating sales, advertising, promotional, digital, and research efforts to capitalize on business opportunities
    • Execute marketing strategies based on market research, organizational trends, industry insight and customer needs, resulting in relevant marketing solutions
    • Generate innovative ideas and execute strategic campaigns in support of marketing goals and business objectives
    • Collaborate with sales, marketing, creative services, and others to convert brand strategies to innovative action plans that drive sales and revenue
    • Steer comprehensive marketing communications strategies toward building brand awareness, promoting customer and/or employee engagement, and creating influence in the marketplace
    • Provide strategic direction for development and implementation of marketing programs to meet core business objectives
  • Market Research & Analysis
    • Develop and manage research initiatives, including qualitative and quantitative studies
    • Analyze data and findings to identify relevant patterns and trends
    • Benchmark and monitor competitive set marketing activity and metrics to achieve growth and sustainable competitive advantage
    • Conduct analysis and manage competitive data and industry insights to enhance brand equity
    • Translate findings into actionable recommendations to drive purchase, engagement, and retention
    • Monitor and analyze results to determine campaign effectiveness
    • Use insight into consumer behavior to advocate for target audiences, aligning marketing campaigns with consumer trends
    • Employ market research tools, such as surveys, focus groups, controlled experiments, and interviews to gain insight into consumer behavior and buying motives
    • Lead market and competitive analyses in support of the organization’s positioning framework
    • Identify potential market segments and develop a clear understanding of different consumer needs
  • Digital Marketing & E-Commerce
    • Design and develop intuitive websites that deliver compelling experiences
    • Monitor social media trends, tools, and applications, applying fresh insight to keep campaigns ahead of the curve
    • Lead web-based marketing initiatives, including e-commerce website development and social media management
    • Advance organizational points-of-view on social media technologies and techniques, serving as subject matter expert and champion for online communities
    • Create engaging web interfaces, including concepting, layout, and selection of appropriate illustrative assets
    • Execute integrated digital marketing campaigns across web, mobile, and social channels to drive engagement and build awareness
    • Oversee the activities related to the development and execution of strategic e-commerce initiatives
    • Leverage customer relationship management (CRM) and database marketing tools to create highly targeted email campaigns that increase loyalty and impact, and drive actions
  • Advertising
    • Lead brainstorming sessions, resulting in new themes, fresh concepts, or extended ideas
    • Write compelling advertising copy for mass media channels such as TV, radio, and print advertising
    • Translate product and technical information into persuasive messaging that drives buying decisions
    • Analyze marketing challenges and author a creative approach to executing relevant marketing programs
    • Apply insights derived from market research and usability studies to create innovative advertising campaigns
    • Plan and execute integrated media plans, including campaign proposals, suggested concepts, and estimated budgets
    • Collaborate with internal teams and media agencies to identify optimal media mix for advertising initiatives
  • Public Relations
    • Craft messages that cut through the clutter and get noticed by media and social outlets
    • Cultivate relationships with targeted members of the media and key industry influencers to garner media exposure and coverage
    • Deliver publicity initiatives using a variety of formats, including press releases, features, scripts, editorials, promotional pieces, thought-leadership articles, abstracts, testimonials, and case studies
    • Pitch editors, write press releases, create media kits, conduct media tours, prepare spokespersons for speeches, and develop other communications collateral in support of strategic publicity campaigns
    • Develop and manage targeted media lists and editorial calendars
    • Provide proactive crisis communications counsel, including advising on business implications and media impact
    • Develop and maintain crisis communication plans
    • Serve as spokesperson and point of contact for the media, community, and business during crisis situations involving the organization
    • Provide timely responses to community members, customers, and prospects in social media outlets
  • Global Marketing
    • Plan and manage global marketing initiatives, ensuring alignment with business goals, global objectives, and market opportunities
    • Support strategic execution of global marketing programs, emphasizing high-growth regions
    • Oversee local and regional adaptations of global marketing strategies
    • Coordinate execution of global marketing plans, including positioning, launch, evolution, and evaluation
    • Manage global insights and research in order to define market opportunities and mitigate business risk

Career Opportunities

  • Account Executive

    Account Executives cultivate and maintain profitable and satisfying client relationships, seek out new business opportunities, and sell a company’s products and services.

    View Salary Trends
  • Copywriter

    Copywriters generate marketing, web, advertising, and social media content in order to introduce, inform or promote a person, business, product, opinion, idea, or concept.

    View Salary Trends
  • Production Manager

    Production Managers oversee the financial and logistical support of executing marketing creative, including budgeting, staffing, vendor negotiation, materials delivery, and scheduling.

    View Salary Trends
  • Promotion Coordinator

    Promotion Coordinators collaborate with advertising, sales, and public relations managers to develop programs, materials, and special events that generate interest and awareness of an organization’s products and services.

    View Salary Trends
  • Sales Manager

    Sales Managers oversee the business development activities of sales staff to ensure that target revenues are met or exceeded.

    View Salary Trends
  • Marketing Manager

    Marketing Managers plan, implement, and monitor marketing and sales activities in support of customer acquisition and retention efforts.

    View Salary Trends
  • Research Analyst

    Research Analysts study market conditions to assess the sales potential of a product or service, helping organizations understand what people will buy and at what price.

    View Salary Trends

Employment Outlook

By 2022, there will be an estimated 1.2 million jobs related to Marketing.

Occupations Job Openings (2012) Expected Growth
Marketing Managers 7,275 17%
Advertising and Promotions Managers 1,432 11.2%
Sales Managers 12,675 12.5%

Source information provided by Economic Modeling Specialists International (EMSI) - October 2014

Our Recipe For Your Success

Academic & Industry Experts

Classes are taught and designed by credentialed professionals with real-world experience.

  • Programs are designed by combining the insight of industry leaders with the academic expertise of our faculty, ensuring what you learn translates into on-the-job success.

  • Academic concepts and theories are brought to life through our teaching faculty’s professional expertise, and can be immediately applied in your career.

  • Faculty with industry experience teach our courses, not graduate students or life-time academics, so you learn not only the theories behind the practice but also how to apply them in real-world situations.

Relevant & Consistent Curriculum

What you learn is a reflection of the program you choose, not the format in which it’s applied.

  • All programs are designed for learning outcomes to flow from the program level into actual coursework.

  • This top-down approach allows credentialed professionals to customize assignments based on trending industry topics without deviating from a program’s core outcomes.

  • Regardless of your professor or the format of your class, you receive the same quality education.

Hands-On Learning Experience

Franklin's coursework teaches not only theories and concepts, but also how they apply to practical situations.


  • Professional course designers ensure that class activities such as learning simulations, case studies, interactive videos, and group exercises are relevant and appropriate.

  • A curriculum development team is dedicated to making sure all courses are intuitively designed so content is taught in a logical manner that facilitates your success in the classroom and beyond.

Continuously Evolving Programs

Consistent program reviews ensure our programs stay at the forefront of industry trends.

  • Survey results and feedback from student and faculty assessments are reviewed regularly so that our programs are always improving and up-to-date.

  • A structured review process helps identify industry gaps that guide curriculum enhancements allowing our academic and industry experts to regularly implement new industry trends.

  • Regular assessment provides hard data that is used to improve student learning and teaching methods.

Get the details

View curriculum, read course descriptions,
and meet program faculty.

View Program Details