B.S. Marketing

Showcase your strengths with an online marketing degree

One of the most creative parts of business is marketing. In fact, some 1,500 executives say creativity is the number one leadership competency of the future. Yet there’s much more to marketing and communications than coming up with and talking about ideas. Leadership-level marcom transforms ideas into actionable and strategic plans that yield measureable results. Let Franklin’s online Marketing bachelor's degree program show you how to combine right-brain creativity with left-brain logic to maximum effect.

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IACBE Accredited

Our program follows best-practice standards for business education.

Goal-Oriented Electives

Tailor your program by picking electives you're excited about.

Real-World Practitioners

Learn best practice marketing from on-the-job professionals.

100% Online Classes

Earn your degree around your schedule.

Project-Based Curriculum

Learn from real-world projects in a experiential business environment.

Hybrid Skills

Combine both strategic and digital marketing in a single degree.

Online Marketing Degree Overview

Connect business strategy to compelling marketing plans

To gain entry into or grow in this field, you need in-demand skills you can immediately put into practice. Franklin University’s transfer-friendly online bachelor's in Marketing equips you with a highly desirable skill set in these core areas: marketing strategy, market research, strategy and analysis, promotion, and digital advertising.

Through your Marketing degree coursework, 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 application-oriented Marketing 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.

Earn an accredited marketing bachelor's degree taught by experts

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 online Marketing bachelor's degree program is accredited by the International Accreditation Council for 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 marketing degree online from a university built for busy adults

Earn your degree on your terms by taking classes 100% online or pursue available coursework at our Main Campus. 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.

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

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Robbie

B.S. Marketing Graduate

"I learned so much from my instructors at Franklin. Even now they continue to be great mentors as part of my professional network."

IACBE Accredited Program

The Ross College of Business at Franklin University has received specialized accreditation for its business programs through the International Accreditation Council for Business Education (IACBE) located at 11374 Strang Line Road in Lenexa, Kansas, USA. For a listing of accredited programs, click here.

Marketing Courses & Curriculum

124 Semester Hours
Fundamental General Education
English Composition
ENG 120 - College Writing (4)

In this course, students acquire the writing competence necessary for conducting and presenting research. A variety of assignments, beginning with personal reflections, build upon one another, as students develop ideas that respond to, critique, and synthesize the positions of others. Students systematize and organize knowledge in ways that will help them in all of their courses. The course also emphasizes the elements of good writing style, appropriate grammar and mechanics, clarity of language, and logical and cohesive development. It culminates in submission of a documented research paper.

Mathematics
MATH 215 - Statistical Concepts (4)

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.

Choose either MATH 140 Introduction to Quantitative Reasoning or MATH 150 Fundamental Algebra as the prerequisite to MATH 215. Course can count as a University Elective.

Science

6 credits from the following types of courses:
Two courses from the Science discipline. One course must have a lab component.

Social and Behavioral Sciences
ECON 220 - Introduction to Macroeconomics (4)

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.

2 credits from the following types of courses:
Choose from the Anthropology, Geography, History, Political Science, Psychology, or Sociology disciplines.

Arts & Humanities

6 credits from the following types of courses:
Choose from the Art, English Literature, Fine Arts, Humanities, Music, Philosophy, Religion or Theater disciplines.

Additional General Education
PF 121 - Basic Learning Strategies (2)

This course introduces students to the Franklin University community and provides strategies for successful transition to and participation in that community. Topics include University resources and procedures, strategies for advancing communication skills, the use of electronic tools to participate in virtual environments, and the development of an academic and career plan.

OR PF 321 - Learning Strategies (2)

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.

COMM 150 - Interpersonal Communication (4)

By using applied critical and creative thinking, students in this course will develop a set of communication skills that will enhance their personal and professional relationships and endeavors. This course will focus on skill development in key areas such as self, perception, listening, verbal messages, conversations, relationships, conflict management, persuasion, and public speaking.

OR SPCH 100 - Speech Communication (4)

This public-speaking course emphasizes the fundamentals of extemporaneous speaking. Skill-building activities and assignments focus on research, organization, reasoning, style and delivery of presentations as well as listening and audience engagement.

ENG 205 - Business & Professional Writing (4)

This is an intermediate composition course focusing on writing for business and professional purposes. Students will review the writing conventions commonly expected within business and professional environments, as well as strategies for analyzing rhetorical situations within those environments. Coursework includes analysis, revision, and research exercises, as well as substantial practice in composing business correspondence. The final project is an extensive, researched business proposal developed in stages and presented to the class. Students will be encouraged to relate course materials to their major programs and workplace experiences.

Major Foundational
ACCT 202 - Financial/Managerial Acct for Non-Majors (4)

This course is an introduction to financial and managerial accounting. It is designed for non-accounting majors. Financial accounting emphasizes how general purpose financial statements communicate information about the business's performance and position for users external to management. It emphasizes how the accountant processes and presents the information. The course also examines the major elements of the financial statements. The managerial accounting portion of the course studies internal reporting and decision-making. The course assists those who wish to learn "what the numbers mean" in a clear, concise and conceptual manner without focusing on the mechanical aspects of the accounting process.

BSAD 220 - Business Law (4)

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)

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)

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)

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)

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.

Completion of ACCT 215 - Financial Accounting & ACCT 225 - Managerial Accounting can fulfill the ACCT 202 requirement.

Major Area Required
MKTG 320 - Advertising & Promotion (4)

A study of fundamental principles and practices of advertising that emphasizes the development of a creative strategy and the decision-making process for the recommendation, implementation, and evaluation of a promotional campaign in support of the organization's strategy.

MKTG 330 - Marketing Behavior (4)

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)

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)

Students investigate and evaluate various digital marketing and communication strategies and tactics. An emphasis is placed on critical evaluation skills, as well as social media, search marketing, content marketing, and evaluation of digital marketing initiatives. Students create a full digital marketing plan for a real-world company.

MKTG 495 - Integrated Marketing (4)

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.

Major Electives

At least 16 credits from the following courses:

MKTG 345 - Social Media Marketing (4)

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)

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)

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)

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)

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)

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)

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.

University Electives

28 credits from the following types of courses:
Any undergraduate courses offered by the University except developmental education courses.

Additional Requirements

All students are required to pass College Writing (ENG 120), and either Basic Learning Strategies (PF 121) or Learning Strategies (PF 321) prior to enrolling in any course at the 200 level or above. Students who enroll at Franklin with 30 or fewer hours of transfer credit are required to pass PF 121 Basic Learning Strategies in place of PF 321 Learning Strategies. Interpersonal Communication (COMM 150) or Speech Communication (SPCH 100) must be taken prior to enrolling in any course at the 300 level or above. Students must also meet the University algebra competency requirement.

Marketing Bachelor's Degree Cost, Requirements & Outcomes

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Marketing 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.

Digital Marketing Analyst

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

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.

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.

Marketing Director

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

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.

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 result

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.

Marketing Career Outlook

11%

From 2021-2031, jobs in Marketing are expected to increase by 11%

All Occupations

2021
2,677,284 jobs
2031
2,972,685 jobs
Show Details >

Advertising and Promotions Managers

2021
26,084 jobs
2031
27,343 jobs

Marketing Managers

2021
299,836 jobs
2031
328,025 jobs

Sales Managers

2021
417,349 jobs
2031
442,650 jobs

Market Research Analysts and Marketing Specialists

2021
764,934 jobs
2031
906,202 jobs


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

Marketing Degree Knowledge & Skillsets

Gain in-demand skills sought by employers with curriculum that teaches you:

Marketing Degree Frequently Asked Questions

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