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Marketing Major - Marketing Bachelor's Degree Program

Program OverviewProgram DetailsWhy Choose Franklin

Connect business strategy to compelling marketing communications tactics

Nothing in business is as creative as marketing. Creativity has been called the No. 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 creativity with analytical and critical thinking to craft 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, strategy and analysis, promotion, and digital advertising.

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 assignments

With Franklin’s application-oriented curriculum and project-based 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 and  Financial Management. Together, you’ll define a corporate strategy with you developing the marketing plan and ensuring integration and alignment with the overall business 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
    • Analyze and identify market opportunities, including industry and customer segmentation, marketing communication objectives, strategies and tactics for target markets
    • Provide strategic direction for development and implementation of integrated marketing programs plans to meet core business objectives
    • 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
    • Lead world-class marketing organizations in brand management, product innovation and consumer insight development
    • Deliver creative and strategic marketing approaches by coordinating sales, advertising, promotional, digital and research efforts to capitalize on business opportunities
  • Market Research & Analytics
    • Develop and manage research initiatives, including qualitative and quantitative studies
    • Employ market research tools, such as surveys, focus groups, controlled experiments and interviews to gain insight into consumer behavior and buying motives
    • Conduct analysis and manage competitive data and industry insights to enhance brand equity
    • Benchmark and monitor competitive set marketing activity and metrics to achieve growth and sustainable competitive advantage
    • Translate findings into actionable recommendations to drive loyalty, engagement and retention
  • Consumer Behavior
    • Develop and apply a deep understanding of purchasing decisions to segment audiences and deliver audience-appropriate content, features and functionality
    • Use consumer insights to improve strategic direction, tactical planning and content development
    • Understand and translate audience engagement best practices and measurement analytics to strategic, interactive communication efforts
    • Design reporting structures that lead to actionable product and marketing insights for consumer behavior
    • Perform competitive analyses, applying research findings to understanding emerging technology trends, target audiences and marketplace conditions
  • SEO & SEM
    • Translate business goals into successful search engine optimization (SEO) and marketing strategies
    • Analyze search engine ranking positions against competitors, bid price and site traffic data to inform optimization activities, and improve site conversion and return on investment (ROI)
    • Monitor paid search performance, aligning with SEO campaigns to aggressively optimize paid-to-organic search balance
    • Develop a robust test-and-learn plan to improve search ad creative and landing page content
    • Set up and organize pay-per-click campaigns on Google AdWords
  • Social Media
    • Develop and maintain a comprehensive social media strategy, defining how social media marketing techniques increase visibility and traffic
    • Lead the development of organization-wide social media management standards, policies and rules of engagement
    • Drive follower growth and engagement on social channels
    • Measure quantitative and qualitative key performance indicators (KPIs)
  • Promotion
    • Apply insights derived from market research and usability studies to create innovative promotional campaigns
    • Analyze marketing challenges and author a creative approach to executing relevant marketing programs
    • Lead creative sessions, resulting in new themes, fresh concepts or extended ideas
    • Develop compelling messaging for media channels such as web, TV, radio and print advertising
    • Collaborate with internal teams and media agencies to identify optimal media mix for promotional initiatives

Career Opportunities

  • Marketing Director

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

    View Salary Trends
  • Internet Marketing Director

    Internet Marketing Directors lead and manage online marketing programs and activities, devising strategies to build brand or organizational awareness, and increase customer engagement, acquisition, and conversion.

    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
  • Social Media Strategist

    Social Media Strategists help plan the goals of social media initiatives by providing content and timely response to fans and followers, and by implementing and monitoring campaigns across a variety of platforms.

    View Salary Trends
  • Digital Marketing Analyst

    Digital Marketing Analysts assess web analytics against business objectives and key performance indicators (KPIs), report findings, and make strategic optimization recommendations.

    View Salary Trends
  • SEO/SEM Manager

    SEO Managers establish effective search strategies and programs, such as keyword research, on-page optimization, and link building, to optimize organic and paid results.

    View Salary Trends
  • 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
  • Digital Media Director

    Digital Media Directors lead the activities of online marketing programs, including branding, direct response, e-commerce, and customer engagement and retention strategies.

    View Salary Trends

Employment Outlook

By 2025, there will be an estimated 1.3 million jobs related to Marketing.

Source information provided by Economic Modeling Specialists International (EMSI) - June 2016

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