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Marketing, bachelor of business administration

Developed in partnership with business leaders, Davenport University’s marketing program meets the dynamic needs of the marketing industry.  Our content provides you with necessary theory and strategy concepts, while also providing the hands-on tactical skills necessary to succeed in today’s marketplace. To specialize your studies, you choose your focus in digital marketing and advertising, technology marketing, or value-chain. After completing your studies, you will be able to manage information using digital technologies and develop strategies that leverage and integrate information into marketing plans.
The BBA in Marketing can be completed in-seat or online.
Download a PDF of the Marketing degree program.

Marketing Degree Specialties

Davenport offers three specialties to tailor your degree; Digital Marketing and Promotion, Marketing Technology and Value Chain. After you have completed the core courses in the Marketing major, you will complete your degree with the College of Business elective courses or you can choose from one of these specialties. In addition, our unique marketing specialties offer the ability for you to be prepared to earn marketing certificates, keeping you up-to-date with current marketing trends. These certificates can help you leverage your career. 
There are three certificates in the core Marketing courses that you will be prepared to earn regardless of your chosen specialty

Earn Your Marketing Certificate

MKTG 212 Professional Selling


While taking this course students will have the opportunity to earn HubSpot's Inbound Sales Certification.  This free certification features five classes that introduce students to the Inbound Sales Methodology, from identifying potential buyers, to developing outreach strategies, to building personalized presentations.


MKTG 312 Digital Retailing


Students in the class have the opportunity to earn a Google Ads Fundamentals Certification for this class. The certification comprises 2 parts: Fundamentals of Google Ads and the Shopping Advertising Specialization. Google Ads Fundamentals covers basic and intermediate concepts, including the benefits of online advertising and Google Ads, and best practices for managing and optimizing Google Ads campaigns. Google Shopping covers basic and intermediate concepts, including creating a Merchant Center account and product data feed and creating and managing Shopping campaigns.



Google Certificate

MKTG322 Digital Marketing


Students in MKTG 322 have the opportunity to earn HubSpot’s Inbound Marketing Certification; a free marketing training course that reviews the fundamentals of inbound marketing methodology.  Topics cover inbound marketing techniques that range from content strategy, blog creation, using social media promotion, converting and nurturing leads, and applying a customer marketing approach.

MKTG 346 Digital Brand Engagement

 This course offers the opportunity to earn Google’s free Analytics for Beginners Certificate. This will allow students to become proficient with the basic features of Google Analytics including how to create an account, implement tracking code, analyze basic reports, and set up goals and campaign tracking.



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Full Curriculum


Marketing students gain skills in business fundamentals and specific marketing disciplines in a learning environment that balances textbook theory with real-world marketing application. Students become familiar with the marketing functions and processes that deliver customer value, enhance customer relationships and benefit organizations and their stakeholders. Varied learning methodologies that emphasize critical thinking, problem solving and ethical decision-making prepare students for the marketing challenges of today’s global environment. Graduates earn a Bachelor of Business Administration degree with a major in Marketing and an elective Specialty in Digital Marketing and Promotion, Marketing Technology, or Value Chain.


Which class should I take? When should I take it?
2018-2019 Recommended Program Sequences for Marketing, BBA:

Marketing, BBA and printable pdf download

Specialty: Digital Marketing and Promotion and printable pdf download

Specialty: Marketing Technology and printable pdf download

Specialty: Value Chain and printable pdf download

Foundations of Excellence39 cr.
ACES100 or OPENAchieving Career and Education Success or (if exempt) Open Elective3 cr.
COMM120Presentation Techniques3 cr.
DATA275Introduction to Data Analytics3 cr.
ECON200Microeconomics3 cr.
ECON201Macroeconomics3 cr.
ENGL109Composition3 cr.
ENGL110Advanced Composition3 cr.
ENGL311Professional Writing3 cr.
MATH125Intermediate Algebra3 cr.
STAT220Introduction to Statistics3 cr.
SOSC201Diversity in Society3 cr.
HUMNHumanities Elective3 cr.
SOSCSocial Science Elective3 cr.
Foundations of Business32 cr.
ACCT201Accounting Foundations I4 cr.
ACCT202Accounting Foundations II 4 cr.
BITS211Microcomputer Applications: Spreadsheets3 cr.
BUSN210Professional Ethics3 cr.
CISP111Requirements Planning and Development3 cr.
FINC211Corporate Finance3 cr.
GPMT287Principles of Project Management3 cr.
LEGL210Business Law Foundations3 cr.
MGMT211Management Foundations3 cr.
MKTG211Marketing Foundations3 cr.
Major42 cr.
BUSN489 or MKTG490Field Experience in Business or Marketing BBA Internship3 cr.
MKTG212Professional Selling3 cr.
MKTG310Consumer Behavior3 cr.
MKTG320Marketing of Services3 cr.
MKTG322 Digital Marketing 3 cr.
MKTG412Marketing Research3 cr.
MKTG421International Marketing3 cr.
MKTG440Strategic Marketing3 cr.
Plus 6 (six) Marketing electives [MKTG] or choose one of the following specialties:(12-18) cr.
Digital Marketing and Promotion Specialty [DMKS](18) cr.
CISP211E-Business Technologies3 cr.
MKTG214Public Relations Foundations3 cr.
MKTG312Digital Retailing3 cr.
MKTG324Social Media Strategies3 cr.
MKTG346Digital Brand Engagement3 cr.
MKTG425Search Engine Marketing and Analytics3 cr.
Marketing Technology Specialty [MTCS](18) cr.
BITS301Image Editing Applications3 cr.
CISP211E-Business Technologies3 cr.
CISP220Web Page Applications3 cr.
CISP303Web Development3 cr.
MKTG346Digital Brand Engagement3 cr.
MKTG425Search Engine Marketing and Analytics3 cr.
Value Chain Specialty [MVCS](18) cr.
CISP211E-Business Technologies3 cr.
GPMT410Global Sourcing for Projects3 cr.
MGMT413Sustainable Supply Chain Management3 cr.
MKTG311Channel Strategy3 cr.
MKTG312Digital Retailing3 cr.
MKTG404Business-to-Business Marketing3 cr.
Open Electives (7) cr.