Attain the marketing skills and business acumen vital to today's global business environment with an online marketing degree.

Fueled by increasing globalization and the developing role of the Internet in business, the field of marketing is constantly evolving. As global competition intensifies, organizations increasingly rely on skilled professionals to identify and develop profitable new products and markets.

With a Bachelor of Science in marketing from University of Maryland University College, you'll be equipped to pursue a broad spectrum of positions.

These program requirements are for students who enroll in the 2017–2018 academic year. For prior year academic requirements, visit the catalog archive in the Current Students section.

This program is also available as a minor.

About the Marketing Bachelor's Degree

In your online marketing courses, you'll study the strategic marketing processes for consumer and organizational markets, including environmental scanning and positioning; marketing research and analysis; segmentation, targeting, and positioning; product development and differentiation; valuation and pricing; channel and value-chain management; integrated marketing communications; and relationship building. You'll also examine consumer behavior and consumer relationship management, global marketing, online marketing, and sales management.

What You'll Learn

Through your coursework, you will learn how to

  • Apply marketing knowledge and skills to meet organizational goals through analytic and managerial techniques related to customers, executives, finance, information technology, law, operational domains, and customer relations
  • Employ strategic marketing skills, including scenario planning, market intelligence, customer profiles, marketing plans, and competitive analysis, to respond to organizational marketing challenges
  • Conduct research, analyze data, create effective marketing plans, and support decisions that meet the needs and desires of global customers
  • Act with personal and professional integrity in the global marketplace of employers, peers, and customers
  • Cultivate and maintain positive interpersonal relationships based on engagement and positive interaction with teams, managers, and customers

Coursework Examples

In past projects, students have had the opportunity to

  • Prepare an integrated marketing communications plan
  • Submit a strategic marketing plan for an established business
  • Select a target market for a specific product, apply consumer data to identify market segments, and develop a marketing mix strategy for those segments
  • Analyze a real-world marketing situation as presented in a case study
  • Defend and support marketing recommendations in a formal written document

Marketing Bachelor's Degree Requirements

Our curriculum is designed with input from employers, industry experts, and scholars. You'll learn theories combined with real-world applications and practical skills you can apply on the job right away.

Courses in the Major

  • BMGT 110
  • ACCT 301
  • BMGT 496
  • MRKT 310
  • MRKT 354
  • MRKT 395
  • MRKT 410
  • MRKT 412
  • MRKT 454
  • MRKT 457
  • MRKT 314 or any MRKT course
  • MRKT 495


The bachelor's degree in marketing requires 43 credits of minor and/or elective coursework.

General Education Requirements

Research Course 

  • LIBS 150
    (to be taken in first 6 credits)

Writing and Communication Courses

  • WRTG 111 or other writing course
  • WRTG 112
  • SPCH 100 or other communication, writing, or speech course
  • WRTG 391 or other advanced upper-level writing course

Math Course

  • STAT 200
    (related requirement for the major)

Arts and Humanities Courses

  • HIST 125 or other arts and humanities course
  • HUMN 100 or other arts and humanities course

Behavioral and Social Sciences Courses

  • ECON 201
    (related requirement for the major) 
  • ECON 203
    (related requirement for the major)

Biological and Physical Sciences Courses 

  • One of the following pairs of lecture and laboratory courses in the same session:
    • BIOL 101 and BIOL 102
    • NSCI 100 and NCSI 101
    • Other paired science lecture and laboratory courses taken in the same session
  • GEOL 100 or other science lecture course

Computing Courses

  • IFSM 201
    (related requirement for the major)
  • IFSM 300
    (related requirement for the major)

Since some recommended courses fulfill more than one requirement, substituting courses for those listed may require you to take additional courses to meet degree requirements. Consult an advisor whenever taking advantage of other options. Please also see more information on alternate courses (where allowable) to fulfill general education requirements.

Overall Bachelor's Degree Requirements

In addition to the general education requirements and the major, minor, and elective requirements, the overall requirements listed below apply to all bachelor's degrees.

  • You must complete a minimum of 120 credits
  • You must maintain a minimum grade point average of 2.0 overall and a minimum grade of C for any class applied to the academic major or minor
  • Within the 120 credits required, the following coursework must be taken through UMUC:
    • 30 credits (normally the final 30)
    • Half of the required number of credits within both the major and the minor
    • 15 credits at the upper level (earned in classes numbered 300 to 499), preferably within the major or minor
  • At least 45 credits must be upper level and include
    • At least half of the credits required for the major
    • 3 credits in advanced writing
  • The remaining upper-level credits can be earned in any part of the curriculum
  • At least half the required number of credits for any academic major or minor must be earned through graded coursework. Credit earned by examination, portfolio assessment, or noncollegiate training does not count as graded coursework

Double majors: You can earn a dual major upon completion of all requirements for both majors, including the required minimum number of credits for each major and all related requirements for both majors. The same class cannot be used to fulfill requirements for more than one major. Certain restrictions (including use of credit and acceptable combinations of majors) apply for double majors. You cannot major in two programs with excessive overlap of required coursework. Contact an admissions advisor before selecting a double major.

Second bachelor's degree: To earn a second bachelor's degree, you must complete at least 30 credits through UMUC after completing the first degree. The combined credit in both degrees must add up to at least 150 credits. You must complete all requirements for the major. All prerequisites apply. If any of these requirements were satisfied in the previous degree, the remainder necessary to complete the minimum 30 credits of new classes should be satisfied with classes related to your major. You may not earn a second bachelor's degree in general studies and may not obtain a second associate's degree within the second bachelor's degree. Contact an admissions advisor before pursuing a second bachelor's degree.

Electives: Electives can be taken in any academic discipline. No more than 21 credits can consist of vocational or technical credit. Pass/fail credit, up to a maximum of 18 credits, can be applied toward electives only.

Recommended Minors

Law for Business Minor

Through your coursework, you'll build substantive knowledge and practical skills in select areas of law relevant to business.

Courses in the Minor

A minor in law for business requires the completion of 15 credits of coursework chosen from the following: 

  • BMGT 380
  • BMGT 381
  • COMM 400
  • HRMN 408
  • LGST 200
  • LGST 201
  • LGST 312
  • LGST 325
  • LGST 340

Business Administration Minor

Through your coursework, you'll learn principles and techniques to organize, plan, manage, and lead in various organizations.

Courses in the Minor

A minor in business administration requires the completion of 15 credits of coursework. All ACCT, BMGT, FINC, HMGT, HRMN, and MRKT courses apply.

It is recommended that you take BMGT 364 as the first course in the minor (if you have not already applied the course toward other degree requirements).

Communication Studies Minor

Through your coursework, you'll learn specialized skills in workplace communication, including written and oral communication skills, and a greater understanding of human interactions.

Courses in the Minor

A minor in communication studies requires the completion of 15 credits of coursework. All COMM, JOUR, SPCH, and WRTG courses apply. 

It is recommended that you take COMM 300 early in the minor (if you have not already applied the course toward other degree requirements).

Digital Media and Web Technology Minor

Through your coursework, you'll learn about the principles, best practices, and technologies that govern the design of digital media.

Courses in the Minor

A minor in digital media and web technology requires the completion of 15 credits of coursework. You must complete either CMST 290 or CMST 295. The remaining credits may be chosen from any CMST courses.

Finance Minor

Through your coursework, you'll learn about the institutions, theory, and practice associated with private-sector financial resource allocation.

Courses in the Minor

A minor in finance requires the completion of 15 credits of coursework. All FINC courses apply. 

It is recommended that you take FINC 330 and FINC 340 as the first courses in the minor (if you have not already applied the courses toward other degree requirements).

Small Business Management and Entrepreneurship Minor

Through your coursework, you'll learn how to start and operate a successful small business and look for opportunities to create patterns of innovation within your organization. This minor is a great fit for those who are planning to start or manage a small business, such as a family-owned business, a franchise, a virtual business, or a home enterprise.

Courses in the Minor 

A minor in small business management and entrepreneurship requires the completion of the following courses: 

  • BMGT 302
  • BMGT 330
  • BMGT 335
  • BMGT 364
  • FINC 328

Career Preparation

This position is designed to help prepare you for a career in marketing management, marketing research, or sales in private and public corporations, marketing agencies, or entrepreneurial endeavors.

Experience Recommended for Success in the Program

We recommend you have strong written and verbal communication skills.

Student Clubs and Organizations

    Type: Academic club
    Available To: Undergraduate and Graduate

    This club provides opportunities for students to learn more about the field of marketing, discuss their shared interests, and network with classmates and faculty members.

Awards & Recognition

  • Best Buy | | 2014