This is the preliminary (or launch) version of the 2021-2022 VCU Bulletin. This edition includes all programs and courses approved by the publication deadline; however we may receive notification of additional program approvals after the launch. The final edition and full PDF version will include these updates and will be available in August prior to the beginning of the fall semester.

The major in marketing gives students a broad working knowledge of contemporary marketing philosophy and practice. The concentration in marketing communication and analytics gives students a focus on the importance of traditional media and social media marketing strategies in the marketplace. Judicious selection of courses will also allow students to tailor their program of study to their individual backgrounds, interests and career aspirations. The courses in the major provide a mix of educational approaches, including lecture and discussion, case problems, and in-field experience. Graduates of this program will find career opportunities in marketing management, advertising, sales, marketing research, public relations, retailing and other areas of business.

Learning goals

The B.S. in Marketing program:

  • Provides students with a broad knowledge of marketing concepts and practices needed in the increasingly diverse domestic and global marketplace
  • Prepares students to apply analytical tools to creatively solve marketing problems

Student learning outcomes

Upon completing this program, students will know how to do the following:

  1. Identify marketing problems and evaluate alternative solutions
  2. Demonstrate research design and analysis skills needed to conduct impactful marketing research
  3. Know and apply consumer behavior concepts and the factors that affect consumer decision-making
  4. Understand and apply fundamental marketing concepts and strategies in the international marketplace