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Marketing Major - Marketing Bachelor's Degree Program

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Marketing - Subsequent Bachelor of Science Degree

Looking to earn an additional bachelor’s degree? This degree is specifically designed for students who have already completed a bachelor's degree or higher.

Prerequisite Competencies

  • ECON 220 - INTRODUCTION TO MACROECONOMICS (4)

    ECON 220

    INTRODUCTION TO MACROECONOMICS

    Course Description

    An introduction to economic theory involving the basic underlying causes and principles of the operation of an economic system. Emphasis is placed on studying the economy as a whole. Issues of inflation, unemployment, taxation, business cycles and growth are discussed in the context of the global economic system.
  • MATH 215 - STATISTICAL CONCEPTS (4)

    MATH 215

    STATISTICAL CONCEPTS

    Course Description

    This course introduces the student to statistics with business applications. The course covers both descriptive and inferential statistics. Topics included are: measures of central tendency; measures of dispersion; graphical displays of data; linear regression; basic probability concepts; binomial and normal probability distributions; confidence intervals; and hypothesis testing. These topics will be covered using a basic knowledge of algebra and Microsoft Excel.
  • PF 321 - LEARNING STRATEGIES (2)

    PF 321

    LEARNING STRATEGIES

    Course Description

    This course prepares students to be successful lifelong learners both academically and in their chosen careers. Franklin courses require a high level of self-directed learning and focus on skills required in the workplace and the classroom that are easily transferable between the two environments. The course includes strategies for advancing communication skills, including the use of electronic tools to participate in virtual environments. The assignments and activities in the course are created to closely simulate teamwork found in the workplace.

Business Core (28 hours)

  • ACCT 215 - FINANCIAL ACCOUNTING (4)

    ACCT 215

    FINANCIAL ACCOUNTING

    Course Description

    An introduction to accounting emphasizing how general purpose financial statements communicate information about the business corporation's performance and position for users external to management. Approximately one third of the course emphasizes how the accountant processes and presents the information and includes exposure to recording transactions, adjusting balances and preparing financial statements for service and merchandise firms according to established rules and procedures. The balance of the course examines major elements of the statements such as cash, receivables, inventory, long'lived assets, depreciation, payroll, bonds, and other liabilities and stocks. Concepts of this course are applied to Managerial Accounting (ACCT 225). Students are advised to avoid any time lapse between these courses.
  • ACCT 225 - MANAGERIAL ACCOUNTING (4)

    ACCT 225

    MANAGERIAL ACCOUNTING

    Course Description

    The study of management accounting for internal reporting and decision-making. The course introduces a business-management approach to the development and use of accounting information. Major topics include cost behavior, cost analysis, profit planning and control measures. Accounting for decentralized operations, capital budgeting decisions, and ethical challenges in managerial accounting are also covered.
  • BSAD 220 - BUSINESS LAW (4)

    BSAD 220

    BUSINESS LAW

    Course Description

    A study of the everyday legal problems encountered in business with emphasis on the areas of legal procedure, contracts, agency, employment law, business organizations and torts, with cases relating to these and other areas.
  • ECON 210 - INTRODUCTION TO MICROECONOMICS (4)

    ECON 210

    INTRODUCTION TO MICROECONOMICS

    Course Description

    An introduction to economic theory involving the examination of how decision making by firms and individuals is shaped by economic forces. Emphasis is placed on demand, supply, market equilibrium analysis, and basic market structure models. The invisible hand as the driving force for economic decisions as well as market externalities are discussed. The class concentrates on providing a balanced approach to studying economic agents' behavior and the global implications and outcomes.
  • FINA 301 - PRINCIPLES OF FINANCE (4)

    FINA 301

    PRINCIPLES OF FINANCE

    Course Description

    This course is designed to survey the field of finance and provide the foundation for more advanced finance coursework. Topics include sources of business and financial information, financial statement analysis, the time value of money, the nature and measurement of risk, financial institutions, investments and corporate finance.
  • MGMT 312 - PRINCIPLES OF MANAGEMENT (4)

    MGMT 312

    PRINCIPLES OF MANAGEMENT

    Course Description

    This course explores the basic concepts and processes of management. Students will explore the functional roles and processes of planning, leading, organizing, and controlling comprising the manager role. Students develop skills related to the manager function that are required in today's competitive environment.
  • MKTG 300 - MARKETING (4)

    MKTG 300

    MARKETING

    Course Description

    Theory, strategies and methods are foundational to the informed practice of marketing. Students investigate the importance of marketing to an organization or cause, the interrelationship of the difference phases of marketing, the marketing of goods versus services, analysis and identification of markets, pricing strategies and digital marketing tactics. Please note: A book fee of $59.70 will be included in your tuition charges for required course materials.

Major Area (20 hours)

  • MKTG 320 - PROMOTION (4)

    MKTG 320

    PROMOTION

    Course Description

    The study of the components of advertising and its function within the total marketing function. The course examines advertising campaigns and procedures dealing with planning, creation, production, media, management, research and budgeting.
  • MKTG 330 - MARKETING BEHAVIOR (4)

    MKTG 330

    MARKETING BEHAVIOR

    Course Description

    An understanding of consumer decision processes is developed through application of behavioral sciences. Organizational decision-making processes are also considered. The implications of these processes are considered in relation to marketing, organizational strategies and decision making.
  • MKTG 332 - MARKETING RESEARCH (4)

    MKTG 332

    MARKETING RESEARCH

    Course Description

    Students develop an understanding of the theories and techniques of planning, conducting, analyzing and presenting market studies. Students will study different methodologies with emphasis on primary research including questionnaire design.
  • MKTG 340 - DIGITAL MARKETING (4)

    MKTG 340

    DIGITAL MARKETING

    Course Description

    Common strategies for the marketing of goods and services via the Internet range from public relations and corporate communications to advertising and electronic commerce. Students investigate and evaluate various marketing and communication strategies and tactics for the World Wide Web. Emphasis is placed on critical evaluation skills as well as website planning, development, design, and other factors which contribute to a website's success. Please note: A book fee of $35.75 will be included in your tuition charges for required course materials.
  • MKTG 495 - INTEGRATED MARKETING (4)

    MKTG 495

    INTEGRATED MARKETING

    Course Description

    This course serves as the capstone for the marketing academic area as well as a bridge to the marketing profession. Three major components comprise the course: the analysis of a contemporary marketing case, evaluation of alternative marketing strategies and the preparation of a comprehensive marketing plan for a client. Please note: A book fee of $68.20 will be included in your tuition charges for required course materials.

Major Electives (8 hours)

Select 8 hours from:

  • MKTG 345 - SOCIAL MEDIA MARKETING (4)

    MKTG 345

    SOCIAL MEDIA MARKETING

    Course Description

    In this course students will explore and utilize techniques for integrating social media marketing as an integral component of marketing campaigns, serving as listening and outreach tools for building brand awareness and promoting business. Through an investigation of tools which include internet forums, message boards, blogs, wikis, podcasts, picture sharing, video sharing, and social networking, students will have the opportunity to create and present a written plan for achieving business goals through the use of a social media marketing campaign.
  • MKTG 410 - MARKETING INTERNSHIP (1 - 4)

    MKTG 410

    MARKETING INTERNSHIP

    Course Description

    This course provides qualified students with an opportunity to receive academic credit for supervised professional training and experience in an actual work environment. This Internship is an ongoing seminar between the student, the faculty member and the employment supervisor. It involves an Internship Application and Learning Agreement, periodic meetings with the faculty representative, professional experience at a level equivalent to other senior-level courses and submission of material as established in the Internship Application and Learning Agreement. Participation cannot be guaranteed for all applicants.
  • MKTG 415 - SEARCH ENGINE MARKETING (4)

    MKTG 415

    SEARCH ENGINE MARKETING

    Course Description

    In this course students will use search engine optimization to evaluate the processes that bring websites to the top. It will also show students how to choose the best keywords and phrases to target and how to monitor and maintain successful search engine rankings for those keywords.
  • MKTG 430 - CUSTOMER RELATIONSHIP MANAGEMENT (4)

    MKTG 430

    CUSTOMER RELATIONSHIP MANAGEMENT

    Course Description

    Students develop skills in planning, constructing and organizing one-to-one marketing activities. Included in these activities are collaborative relationships between consumers and sellers that can be applied by both small and large organizations. New technologies in interactive marketing and in database creation and implementation will be studied.
  • MKTG 435 - DIGITAL MARKETING ANALYTICS (4)

    MKTG 435

    DIGITAL MARKETING ANALYTICS

    Course Description

    In this course, students will learn how to quantifiably measure and define client interaction through web analytics. Successful companies today are leveraging the power of web analytics to realize the full potential of their websites, and are able to develop and maintain client relationships that create measurable value to business. In this course students will be introduced to key concepts, tools, techniques, and practices of web analytics. Students will understand how web analytics can drive higher profits and improve the customer experience.
  • MKTG 450 - GLOBAL MARKETING (4)

    MKTG 450

    GLOBAL MARKETING

    Course Description

    A course in marketing theory and methods as they apply to world markets. Among the topics discussed are: the importance of linking international marketing with the overall strategy of the business while examining the impact of cultural, political and legal issues and the economic differences in global strategies. Emphasis is placed on developing the marketing mix appropriate to various international global environments.
  • MKTG 480 - SPECIAL TOPICS IN MARKETING (1 - 4)

    MKTG 480

    SPECIAL TOPICS IN MARKETING

    Course Description

    A variable content classroom course in Marketing in which students pursue topics or subjects of current interest that are not part of the regular curriculum. A specific course description will be published online in the Course Schedule for the trimester the course is offered.

Additional Requirements

Each candidate for a subsequent degree must successfully complete in residence at Franklin University a minimum of 30 credit hours of 200 level courses or above, of which a minimum of 16 credit hours must be in major area courses at the 300 or 400 level. If the student is a previous Franklin bachelor of science degree graduate, the 30 credits must be earned after the first Franklin B.S. degree was awarded. If the required courses for a subsequent degree total less than 30 credit hours, the student may take Free Elective courses to achieve residency. Either PF 121 or PF 321 must be taken prior to the first BLF course, or it may be taken concurrently with the first 15-week BLF course. Students also must meet the University algebra competency requirement

A minimum GPA of 2.25 is required in the major area, and each major area course must be completed with a grade of “C” or better to count toward degree requirements.

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Please see the Academic Bulletin for the complete list of degree and residency requirements.

Additional Curriculum

Marketing - Bachelor of Science Degree

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Build well-rounded skills and learn the industry specific knowledge you will need to be successful in your career.

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