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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 B.S. Marketing degree program show you how to combine right-brain creativity with left-brain logic to maximum effect.

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On Site

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.

Program 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 Marketing degree program equips you with a highly desirable skill set in these core areas: marketing strategy, market research, strategy and analysis, promotion, and digital advertising.

Franklin's Marketing bachelor's degree program will give you 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 marketing degree program 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 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 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.

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

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Curriculum & Course Descriptions

124 Semester Hours
Fundamental General Education Core (24 hours)
English Composition

Choose a minimum of 3 semester hours from:

WRIT 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.

*If the course does not have a research paper component, WRIT 130 Research Paper, two semester credits, is also required.

Mathematics

Choose a minimum of three semester hours from*:
*at least one mathematics or statistics course beyond the level of intermediate algebra.

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. Please note: A book fee will be included in your tuition charges for required course materials. Please see http://www.franklin.edu/financial-aid/tuition-fees /e-textbooks for specific charges.

1 Choose either MATH 115 Introduction to Quantitative Reasoning or MATH 150 Fundamental Algebra as the prerequisite. Both courses can count as a general education or University elective.

Sciences

Choose a minimum of 6 semester hours from:

SCIE 210 - UNDERSTANDING SCIENCE: PRINCIPLES, PRACTICE, & THEORY (2)
Understanding Science: Principles, Practice & Theory is a two credit hour course that introduces students to the major themes, processes, and methods common to all scientific disciplines. Students will develop critical thinking skills necessary to analyze and evaluate all kinds of phenomena, scientific, pseudoscientific, and other. The focus is on the nature of science so students will develop an understanding of how science works and develop an appreciation for the process by which we gain scientific knowledge.
SCIE 211 - INTRODUCTION TO SCIENTIFIC ANALYSIS & REASONING (4)
Introduction to Scientific Analysis and Reasoning is a four credit hour course consisting of three credit hours of lecture and one credit hour of laboratory. This course is an introduction to critical thinking on statistical and scientific claims. The student will develop the critical thinking skills necessary to analyze and evaluate popular sources of (mis)information and to better understand and evaluate all sorts of scientific claims and arguments. The focus of the course is on students developing thoughtful and critical use of scientific information and research to be able to separate truth from deception and make decisions that affect their personal lives and roles as informed and engaged citizens.

*Two science courses, with one having a laboratory component.

Social and Behavioral Sciences

Choose a minimum of 6 semester hours from:

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.
  • Choose additional coursework from the Anthropology, Psychology, and Sociology disciplines, or PUAD 295 American Government in Action.

*The six semester hours must come from at least two different disciplines

Arts and Humanities

Choose a minimum of 6 semester hours from:

HUMN 210 - INTRODUCTION TO LOGIC & CRITICAL THINKING SKILLS (2)
The goal of this course is to help you improve as a critical, logical thinker. You will be introduced to the art of formulating and assessing arguments according to the standards of logical thinking and critical analysis. You will discover how to apply these valuable skills to your studies and everyday life, learning how to overcome obstacles to critical thinking, and how to avoid being deceived by means of misleading reasoning.
HUMN 211 - INTRO TO ETHICAL ANALYSIS AND REASONING (2)
The goal of this course is to help you improve your ethical analysis and reasoning skills. You will be introduced to the art of formulating and assessing ethical arguments according to the standards of logical thinking and critical analysis. In this course, you will discover how to apply the following questions to your job and everyday life. Why do we need ethics if we have laws to govern our behavior' Does the majority view determine what is ethical and what is not' Are feelings, desires, and preferences reliable ethical guides' Is it ever appropriate to criticize another individual's (or culture's) ethical judgment' Are people always responsible for their actions' Do human beings have a natural tendency to good, a natural tendency to evil' both' neither' Is there a single moral code that is binding on all people, at all times, and in all places'
HUMN 218 - WORLD RELIGIONS (4)
A comparative study of the founders, sacred writings, beliefs and practices of some of the major world religions: Hinduism, Buddhism, Taoism, Islam, Judaism and Christianity. This course enables the student to study and compare the leading religions of the world in light of their historical and cultural backgrounds. Students will be encouraged to explore faith traditions other than their own. Common themes across religions, spiritual practice, and current related cultural and political issues will also be considered.
HUMN 232 - INTRODUCTION TO LITERATURE (4)
In this course, students will analyze works from the three major literary genres: poetry, drama, and fiction. Students will become familiar with standard vocabulary and approaches specific to the field of literary criticism and consider the importance of literature in contemporary society. The goal of this course is to encourage students to read for pleasure (engage with the text on an emotional level) while also moving towards a more objective consideration of literature by introducing the fundamentals of close reading and literary analysis.
HUMN 240 - POPULAR CULTURE (4)
An introductory course that examines basic concepts in popular culture studies and the role popular arts and artifacts play in shaping cultural values. The course covers basic theories and approaches to topics like best sellers, popular music, popular art forms, cultural heroes from the sports and entertainment worlds and other popular phenomena.
HUMN 246 - FILM APPRECIATION (4)
This course is an introduction to the art of film intended to enable students to become more knowledgeable, appreciative and critical viewers. The course covers the major areas of film: narrative, documentary, animated and experimental. While some film history is covered, this course emphasizes understanding key elements in the filmmaking process: scripting, filming, editing, acting, directing, promoting and distributing. Students will be required to view and write critical reviews of films screened both in and out of class. Please note: A book fee will be included in your tuition charges for required course materials. Please see http://www.franklin.edu/financial-aid/tuition-fees /e-textbooks for specific charges.
Additional General Education Requirements (12 hours)
COMP 106 - INTRODUCTION TO SPREADSHEETS (1)
This course focuses on using spreadsheets to solve business applications.
COMM 107 - INTRODUCTION TO WEB PRESENTATION & PUBLISHING (1)
This course is an introduction to the use of Open Source Content Management Systems (CMS) for creating Web sites. It will provide students with the basic knowledge required to design, build, and maintain an informational Web site.
OR COMM 205 - COMMUNICATION DESIGN (1)
This course orients students to effective communication through intelligent visual design. Students will gain insights about select communication theories and an overview of the discipline. Course assignments will provide hands-on learning opportunities, including creating a brochure and an event web-page or similar deliverable using current design software. Finished products from the course will be part of the student's e-portfolio.
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. Please note: A book fee will be included in your tuition charges for required course materials. Please see http://www.franklin.edu/financial-aid/tuition-fees /e-textbooks for specific charges.
OR SPCH 100 - SPEECH COMMUNICATION (4)
A basic public speaking course intended to improve the student's ability to think critically and to communicate orally. Theory and practice are provided in various speaking situations. Each student is required to speak before an audience, but class work also involves reading, gathering and organizing information, writing and listening.
WRIT 220 - RESEARCH WRITING: EXPLORING PROFESSIONAL IDENTITIES (4)
This is an intermediate course focusing on the composition of research papers. Students in this course prepare to be active participants in professional discourse communities by examining and practicing the writing conventions associated with their own fields of study and work. By calling attention to the conventions of disciplinary writing, the course also prepares students for upper-division college writing and the special conventions of advanced academic discourse. Course activities include three extended research papers, semi-formal writing addressing interdisciplinary communication, and readings fostering critical engagement with disciplinary conversations.
Business Core (28 hours)
ACCT 215 - FINANCIAL ACCOUNTING (4)
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)
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)
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. Please note: A book fee will be included in your tuition charges for required course materials. Please see http://www.franklin.edu/financial-aid/tuition-fees /e-textbooks for specific charges.
University Electives (32 hours)

Any undergraduate courses offered by the University except developmental education courses.

Major Area (20 hours)
MKTG 320 - PROMOTION (4)
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)
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. Please note: A book fee will be included in your tuition charges for required course materials. Please see http://www.franklin.edu/financial-aid/tuition-fees /e-textbooks for specific charges.
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)
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 will be included in your tuition charges for required course materials. Please see http://www.franklin.edu/financial-aid/tuition-fees /e-textbooks for specific charges.
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. Please note: A book fee will be included in your tuition charges for required course materials. Please see http://www.franklin.edu/financial-aid/tuition-fees /e-textbooks for specific charges.
Major Electives (8 hours)

Select 8 hours from:

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.
Additional Requirements

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

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Program Details

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.

Employment Outlook

17%

From 2015-2025 jobs in Marketing are expected to increase by 17%

All Occupations

2015
1,100,000 jobs
2025
1,287,000 jobs


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

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