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Marketing
Online Bachelor's Degree Program

Develop the creative, strategic and management capabilities needed to succeed in the highly competitive field of marketing. Become possible with Herzing.

36 Mo.

Program Length

Online

Format

IACBE

Accredited†

MBA

Dual Credit

calendar

NEXT START July 6th

Waived Enrollment Fee

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Quick facts about the Bachelor of Science in Marketing program

AccreditationIACBE accredited,† Accredited by the Higher Learning Commission
Transfer creditTransfer up to 90 approved credits from prior college coursework
Format100% online courses you can take at home with flexible scheduling
CertificationsCurriculum emphasizes skills associated with key industry certifications, including CMP, PCM, and more1
CurriculumCore traditional marketing concepts blend with modern topics, including how to use emerging technologies, such as AI, to generate insights and take high-ROI action
Hands-onExperiential learning includes a capstone project or internship, allowing you to apply what you’ve learned in online marketing coursework in a real business environment
QuickPathsEarn dual credit towards a Master of Business Administration (MBA); transfer credit, stackable credentials, and adaptive learning technology build a faster pathway to a higher education with Herzing University

 

Learn More Today!

Classes start: July 6th
US News Best Online Programs Bachelor's 2026 Badge

Ranked by U.S. News & World Report as one of the best online bachelor's programs in 2026

Earn a bachelor’s degree and unleash your potential as a skilled marketing professional.

The Bachelor of Science in Marketing degree is a 120-credit undergraduate program built to reflect the significant modern shift to digital-first marketing strategy.

Our curriculum heavily incorporates a more integrated, tech-focused, data-driven approach mirroring how modern marketing teams operate today. You’ll gain experience with the strategic, analytics-informed, AI-infused marketing ecosystem and what skills you need to develop to become a highly valuable contributor.

Prepare to lead the way in a quickly evolving marketplace. Develop the skills to succeed in a competitive field demanding your ongoing education and innovation. Take the first step with Herzing University and discover your capabilities.

Marketing team collaborating during a creative meeting in a modern office

  • Career-focused curriculum

    Discover the crucial knowledge and skills required to succeed in your work and build a foundation for continued career growth.

  • Flexible schedule

    You can take classes during the day or in the evening.  We work hard to help you maintain school-life balance, striving to be as flexible as possible for busy non-traditional students.

  • Virtual services

    Access to extensive virtual services, including academic advising, tutoring, support services, technical support and library services.

  • Lifelong support

    We support your ongoing career advancement by providing comprehensive, personalized student services with lifelong career coaching.

  • Rolling admissions

    No application deadlines to worry about. Apply when you’re ready and prepare to get started soon.

Curriculum

Courses & curriculum details

The BS in Marketing curriculum streamlines traditional marketing principles and concepts to create space for a more expansive approach to modern marketing topics, including business analytics, emerging technologies such as AI, social media, strategic multi-channel campaigns, strategic storytelling, and much more.

Our program emphasizes emerging technologies, including the integration of AI tools and concepts. You’ll discover how these tools can be used to generate data-driven insights, automate processes, and personalize customer experiences.

You can potentially earn dual credit towards an MBA. Eligible students may replace 12 semester credit hours of the core program requirements with approved dual credit graduate level coursework, lessening the time and cost needed to finish an MBA program in the future.

All classes are delivered online in a virtual learning environment with a required research project or internship (if allowed in your state).

ProgramMonths iSemester Credits
Bachelor of Science in Marketing36120

iAverage number of months for students to complete program
Program availability varies by location

Required Courses

All courses, 66.00 semester credit hours, are required.

This course offers an exploration of the critical aspects of financial management, including return on investment (ROI), the time value of money, capital investment decisions, and the intricate process of evaluating financial performance. Through a blend of theoretical concepts and practical applications, students will learn to analyze financial statements, assess financial risks, and employ forecasting techniques to guide strategic decision-making.

This course is designed to introduce students to the foundational elements of accounting, equipping them with the knowledge and skills necessary to understand and apply basic accounting concepts, processes, and tools. The course is tailored to provide students with an understanding of accounting principles and covers topics, from the preparation of financial statements to the intricacies of budgeting, management control systems, and profitability analysis.

This course is designed for students aiming to ascend to new heights in their careers and master the art of business leadership. This course offers a blend of personal growth strategies and business acumen, tailored to equip students with the insights, skills, and tools necessary to navigate the complexities of the modern business world.

This course is designed to navigate the complex ethical and legal landscapes of the modern business world. This course offers an exploration of the principles, practices, and implications of business ethics, compliance, and legal frameworks that govern corporate operations. Through a blend of theoretical insights and practical applications, students will be equipped with the knowledge and skills necessary to make informed decisions, manage risks, and uphold the integrity of their business practices.

This course provides a multifaceted aspect of conducting business and the formulation of effective business strategies. Topic will include a foundational understanding of key business concepts while exploring business environments, organizational structures, management functions, marketing, finance, and ethical considerations.

This course introduces the fundamental principles and concepts of marketing. Topics will include the key elements of marketing strategy, consumer behavior, market research, and the components of the marketing mix connecting their role in business environments.

This course will introduce students to communication in the business environment while developing effective written, verbal, and nonverbal communication skills. The course will provide students insight into multiple communication concepts and strategies and the value of fostering collaboration and building strong professional relationships.

This course provides a foundational understanding of statistical concepts, covering measures like mean, median, mode, standard deviation, and variance. Students will learn to interpret and present descriptive statistics, delve into inferential statistical techniques, explore hypothesis testing principles, differentiate relationships with regression analysis, analyze time series data for trends and patterns, and comprehend various probability distributions including normal, binomial, and Poisson distributions.

This course explores the strategic marketing planning process with a focus on brand development and storytelling. Students will learn to analyze competitive environments, craft integrated marketing plans, evaluate performance metrics, and leverage storytelling across traditional and digital media. Emphasis is placed on aligning marketing strategy with business objectives and communicating brand value through compelling narratives.

This course is the study of the intersection of people, technology, organizations, and the relationships among them. This course will examine the fundamental concepts, principles and practices of management information systems, artificial intelligence (AI), and how this information technology can be used to support and enhance various business functions and decision-making.

The course is designed to equip students with the foundational knowledge and essential skills required for the successful initiation, planning, execution, monitoring, and closure of projects. It offers a comprehensive overview of project management principles and practices, emphasizing the critical role of effective project management in achieving project objectives within constraints such as time, quality, and budget.

Or  

This course introduces the fundamentals of business analytics, focusing on transforming data into actionable insights crucial for business success. Students will gain proficiency in programming, modeling techniques, and data visualization, enabling them to analyze and interpret complex data effectively. Students will also be introduced to artificial intelligence (AI) and will develop the skills to become valuable assets in various industries, driving data-driven decision-making and innovation.

or  

This course is designed to navigate the complexities of modern organizational landscapes. This course delves into the essence of effective leadership, exploring the facets of leading with vision, strategy, emotional intelligence, and the impact of artificial intelligence (AI) on leadership. Students will uncover the critical skills and insights needed to lead teams, drive change, and achieve organizational goals.

or  

This course introduces students to the core principles and strategic frameworks essential for launching and sustaining successful entrepreneurial ventures. Students will explore the entrepreneurial mindset, opportunity identification, business model development, and strategic planning. Emphasis is placed on evaluating market potential, crafting a value proposition, securing resources, and formulating competitive strategies. Students will develop practical skills to navigate the challenges faced by startups and innovative enterprises.

This course explores the theories, models, and practical approaches to managing change within organizations. Students will examine the drivers of organizational change, resistance to change, and strategies for successful implementation. Emphasis is placed on understanding the human and strategic elements of change, including communication, leadership, stakeholder engagement, and organizational culture

This course provides an in-depth understanding of digital and social media marketing strategies. Students will explore the digital landscape, learn to execute campaigns using Search Engine Optimization (SEO), Search Engine Marketing (SEM), email, and social platforms, and integrate these into broader business strategies. Emphasis is placed on analytics, paid advertising, audience targeting, and ethical considerations in the digital space.

This course examines the rise of the influencer and creator economy, focusing on how individuals and brands leverage digital platforms for visibility, engagement, and monetization. Students will learn to design community-building initiatives, develop collaborative campaigns, and interpret performance metrics to drive ROI. Emphasis is placed on aligning content strategies with platform algorithms, brand goals, and emerging trends to secure competitive advantage.

This course examines consumer behavior through the lens of data analysis and research. Students will learn how consumers make decisions, how to collect and interpret behavioral data, and how to present insights through visualization. Both qualitative and quantitative research methods are explored alongside ethical considerations in consumer analytics.

This course prepares students to craft immersive brand experiences that drive measurable business impact. Students will examine the strategic role of events, develop breakthrough concepts, and master virtual-plus-hybrid technologies to extend reach and interactivity. Students will analyze revenue models and sponsorship packages, translate attendee data into ROI dashboards, and write crisis-and-risk playbooks that safeguard both guests and brand reputation.

This course equips students to design AI-powered customer-lifecycle programs that turn data into real-time, personalized engagement. Learners design chatbots and chat-based CRM workflows, configure recommendation engines and predictive segmentation models, and apply multivariate testing and attribution to optimize ROI. Throughout the course, students will evaluate each automation against contract law, privacy regulations, and ethical standards to ensure compliant, bias-aware marketing practice.

This course will delve into the core foundational concepts of economics discussing the forces that shape the world around us. Topics to be discussed will include the concepts of microeconomics and macroeconomics, the pivotal role of statistics in economic analysis, and the dynamic interplay between supply, demand, and market forces.

or  

This course offers an in-depth exploration of the strategies, practices, and policies that underpin the effective management of people in today's diverse and ever-evolving workplace. This course covers a wide range of critical topics, from diversity, equity, inclusion, and accessibility (DEIA) to strategic workforce planning, recruitment, compensation, change management, and the impact of artificial intelligence (AI) on human resources operations.

or  

Open Elective Courses

A minimum of 12.00 semester credit hours is required. Eligible students can take approved dual credit graduate level courses to complete a portion of the open electives requirement.

Dual Credit Courses

Eligible students can replace up to 12.00 semester credit hours of the core program requirements with approved dual credit graduate level coursework. A total of 12.00 graduate semester credit hours can be taken throughout the student's program. Graduate Program Applicable Dual Credit Courses Master of Business Administration Master of Business Administration in Healthcare Management Master of Business Administration in Project Management BU 520 Integrated Economics and Decision-Making  BU 525 Strategic Human Capital  BU 531 Strategic and Risk Management for Business Success  BU 631 Project Management for Business Leaders  Master of Business Administration in Business Analytics Choose 4: BU 520 Integrated Economics and Decision-Making  BU 525 Strategic Human Capital  BU 531 Strategic and Risk Management for Business Success  BU 631 Project Management for Business Leaders  BU 683 Foundations of Business Analytics for Leaders  Master of Science in Business Analytics BU 512 Data Management for Analysis  BU 678 Communicating with Data Visualization  BU 683 Foundations of Business Analytics for Leaders   

Required Capstone or Internship

4.00 semester credit hours are required.

This course provides students with an opportunity to apply their cumulative knowledge in business analytics to real-world problems. Focused on bridging theoretical learning with practical application, this course is structured around individual projects where students will choose a business issue to investigate and recommend actionable solutions to their selected problems.

This course is designed to seamlessly transition students from academic learning to professional practice. Throughout an immersive eight-week period, participants will engage in a full-time "on-the-job" experience, integrating as key members of an organization. This hands-on approach allows students to apply theoretical knowledge to real-world challenges, fostering a deep understanding of professional dynamics and industry standards.

* Online students in some states may not be allowed to take this internship due to state restrictions.

Required Courses in General Education

Students enrolled in this bachelor's degree must complete a minimum of 36.00 semester credit hours in general education distributed among the following disciplines. Refer to the General Education section of the catalog for specific information about courses within each discipline. Courses transferred from other accredited colleges may also be used to meet these requirements. EN 104 English Composition I, Semester Credit Hours: 3.00 EN 111 Information Literacy, Semester Credit Hours: 3.00 EN 116 Speech, Semester Credit Hours: 3.00 EN 304 English Composition II, Semester Credit Hours: 3.00 HU 140 Cultural Diversity, Semester Credit Hours: 3.00 HU 240 Introduction to Humanities, Semester Credit Hours: 3.00 HU 340 Humanities and Contemporary Popular Culture, Semester Credit Hours: 3.00 MA 109 College Algebra, Semester Credit Hours: 3.00 MA 320 Statistics, Semester Credit Hours: 3.00 SC 270 Environmental Literacy, Semester Credit Hours: 3.00 PS 101 Psychology, Semester Credit Hours: 3.00 SS 350 Social Issues and Technology, Semester Credit Hours: 3.00

Personal and Professional Development Courses

All courses, 2.00 semester credit hours, are required.

This course is designed to introduce students to methodologies that will prepare them for academic and professional success.  Topics include but are not limited to Canvas support, student support services, e-books, university policies, resumes, self-reflection, time management, goal setting, and strategies for anxiety reduction.

This course provides an opportunity for students to critically examine their skills and develop a plan to further their career and own financial literacy. Topics include research, job searching, developing career documents, refining interview and communication skills, and creating a personal budget.

Distribution of Contact Hours by Course

Distribution of Contact Hours by Course Course Lecture Hours Lab Hours Internship Hours Total Contact Hours Credits AC 231 45.00 0.00 0.00 45.00 3.00 AC 236 45.00 0.00 0.00 45.00 3.00 BU 106 45.00 0.00 0.00 45.00 3.00 BU 217 45.00 0.00 0.00 45.00 3.00 BU 231 45.00 0.00 0.00 45.00 3.00 BU 242 45.00 0.00 0.00 45.00 3.00 BU 245 45.00 0.00 0.00 45.00 3.00 BU 321 45.00 0.00 0.00 45.00 3.00 BU 323 45.00 0.00 0.00 45.00 3.00 BU 331 45.00 0.00 0.00 45.00 3.00 BU 345 45.00 0.00 0.00 45.00 3.00 BU 351 45.00 0.00 0.00 45.00 3.00 BU 380 45.00 0.00 0.00 45.00 3.00 BU 423 45.00 0.00 0.00 45.00 3.00 BU 427 45.00 0.00 0.00 45.00 3.00 BU 439 45.00 0.00 0.00 45.00 3.00 BU 444 45.00 0.00 0.00 45.00 3.00 BU 448 45.00 0.00 0.00 45.00 3.00 BU 449 45.00 0.00 0.00 45.00 3.00 BU 458 45.00 0.00 0.00 45.00 3.00 BU 490 (or BU 494*) 60.00 0.00 0.00 60.00 4.00 EC 101 45.00 0.00 0.00 45.00 3.00 HR 321 45.00 0.00 0.00 45.00 3.00 PD 121 15.00 0.00 0.00 15.00 1.00 PD 202 15.00 0.00 0.00 15.00 1.00 Electives 180.00 0.00 0.00 180.00 12.00 Gen Ed - Communications 180.00 0.00 0.00 180.00 12.00 Gen Ed – Humanities 135.00 0.00 0.00 135.00 9.00 Gen Ed – Mathematics 90.00 0.00 0.00 90.00 6.00 Gen Ed - Science 45.00 0.00 0.00 45.00 3.00 Gen Ed – Social and Behavioral Sciences 90.00 0.00 0.00 90.00 6.00 Totals 1800.00 0.00 0.00 1800.00 120.00 *Totals with Internship BU 494 Internship: 0/0/180/180 1740.00 0.00 180.00 1920.00 120.00

Requirements

Admissions requirements

Prerequisites to enroll in the Herzing University Marketing bachelor's degree program include:

  • Prior education requirement. Completion of high school diploma, GED, or equivalent.
  • Entrance testing. Applicants must demonstrate the capacity to succeed in college-level courses via prior ACT/SAT scores, completion of prior college credit, or additional entrance testing.
  • Availability of time, personal commitment, and a professional attitude. We exist to help enthusiastic students fully committed to reaching their highest career goals. Our faculty and leadership are dedicated to helping you reach them.

You will need to meet and interview with a Herzing University admissions advisor and complete an enrollment application to be admitted into the program.

If you have any additional questions regarding admissions into the program, please contact our admissions team.

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Tuition & Cost 

Tuition & Cost

The cost of tuition for the Bachelor of Science in Marketing program is $515 per credit.

You can potentially earn even greater savings by transferring credit from prior college coursework, applying for financial aid, or potential partnership opportunities through your employer.

Our goal is your career advancement. That's why we are always working to improve our curriculum and processes to make our program as affordable as possible while preparing you best for success in your work.

Find My Estimate 

  • Scholarships & Financial Aid

    You may be eligible for multiple scholarships and grants, both through Herzing University and several national scholarship websites.

    Find scholarships and grants  

  • Military/Veteran Discounts

    Veterans, Active Duty U.S. Servicemembers, and spouses may qualify for a 10% tuition discount or tuition reduction to $250 per credit.

    VA/Military benefits  

Find My Estimate 
Certifications

Alignment with key industry certifications

The Bachelor of Science in Marketing degree program includes several courses aligned with important industry certifications. Complete the required coursework, and we will reimburse the application fees for up to three industry certifications upon submission of proof of successfully passing the certification exam.1

Certifications associated with courses in the program include:

You’ll need to review specific requirements associated with each certification to confirm your eligibility upon graduation.

Accreditation & Recognition

Our accredited & recognized online school

We strive to earn rank as one of the top private, nonprofit universities in the United States. Just as you work every day to become the best version of yourself, so do we as a university.

We are proud to have attained institutional and programmatic accreditation in addition to industry recognition for our accomplishments helping students earn a marketing degree and find career success.

  • US News Best Online Programs Bachelor's 2026 Badge

    Ranked by U.S. News & World Report among the best online bachelor’s degree programs in 2026.

  • IACBE Logo

    ✝The Business Division at Herzing University has received specialized accreditation for its business programs through the International Accreditation Council for Business Education (IACBE) located at 11960 Quivira Road in Overland Park, Kansas, USA. For a list of accredited programs please refer to our IACBE member status page.

  • Herzing University is institutionally accredited by the Higher Learning Commission (hlcommission.org), an institutional accreditor recognized by the U.S. Department of Education.

    View all Herzing University Accreditations and Approvals.

Classes Start: July 6th

Waived Enrollment Fee

Discover the educational pathway designed to maximize your career potential. Reach for greater heights with Herzing University.

Request Info Apply Now 
Careers

Career possibilities with a bachelor’s degree in marketing

Smiling marketer placing colorful sticky notes on glass wall during brainstorming session Image
Image

Find unique pathways in a rewarding field

You can take your career path in many different directions in the field of marketing. The demand for both creative and technical skills create opportunities for those with unique skillsets to excel in specialty roles across several categories.

Potential areas of focus include:

  • Advertising sales
  • Media planning
  • Market research and analysis
  • Public relations
  • Survey research
  • Fundraising and event management
  • Copywriting
  • Brand management
  • Social media
  • Promotions management

Marketing Manager Ranked #1 Best Sales & Marketing Jobs of 2025 by U.S. News & World Report

Marketing represents a college major offering tremendous potential return on investment.

According to the Bureau of Labor Statistics, Advertising, Promotions, and Marketing Managers earn an average salary of $171,520 per year ($82.46 per hour), which represents very good average pay for an occupation where a bachelor’s degree is the typical entry-level education.*

What you can do with a marketing degree

Faq

Frequently Asked Questions

We want to help address all of your concerns regarding the marketing bachelor's degree program—as well as any questions you have about the career path in general. Please get in touch and we’ll respond as soon as possible.

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Our online program is not 100% self-paced or self-directed study. There are flexible scheduling options in the case of asynchronous classes, but there are still deadlines on certain coursework and/or projects, as well as some set exam times.

This is a bachelor’s degree program offering extensive student services to help you stay on track, complete your coursework successfully, and help you reach graduation at a pace that’s right for you. We are here to support you every step of the way.

Salary ranges in marketing aligned with a bachelor’s degree education can vary widely based on education and experience attained, ranging from entry-level individual contributor to senior-level management roles. 

Here’s a table of occupations associated with marketing you can potentially pursue:

Average salary by occupation, Bureau of Labor Statistics*

Job / careerPer hourPer year
Market research analysts and marketing specialists$41.58$86,480
Advertising and promotions managers$71.76$149,270
Marketing managers$82.46$171,520

All of our Bachelor of Science programs can be completed at an accelerated pace compared to traditional 4-year degree programs. It takes 36 months on average to complete the Bachelor of Science in Marketing program.

If you’ve earned an associate degree or completed some college coursework in the past, you may be able to complete the program in much less time. You can transfer up to 91 approved credits into our curriculum, greatly reducing the time needed to finish the program and graduate.

Earning a bachelor’s degree and ample experience in the field can be enough to qualify for managerial or leadership positions in a marketing department. 

You can potentially increase your qualification for advanced or senior-level career opportunities by completing a Master of Business Administration (MBA). The skills you’ll develop in an MBA program can complement your specialist education and experience in marketing to improve your chances of climbing the ladder. One of the benefits of our program is that you may elect to earn up to 12 dual credits towards an MBA program.

The most recent data from the Bureau of Labor Statistics (2021-2022) reports 23.8% of Marketing Managers—and 24.7% of Chief Executives—have attained a master’s degree (in the case of bachelor’s degree, the figures are 57.7% and 40%, respectively).

While you may not “need” a master’s degree to advance in the field, those who do may have a significant leg up in the application process and have a wider body of knowledge to succeed in the role.

A broad marketing education can prepare you for many different types of jobs in marketing, including both technical and creative professions to match your unique strengths and abilities.

Here’s a brief list of jobs you can potentially get in the marketing field, grouped broadly:

  • Market Research Analyst
  • Public Relations Manager
  • Fundraising and Event Manager
  • Social Media Specialist
  • Art Director
  • Advertising, Promotions, and Marketing Manager
  • Copywriter
  • Brand Manager
  • Advertising Sales Agent
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The Student Experience at Herzing

My experience has been great, and I love what I do!

Gabriel Dart
Business Student | Online Campus

When I first toured the Herzing University campus three years ago, I knew I wanted to be a Herzing student. I could tell that the faculty and staff cared about who I was and they wanted to help me succeed.

Theresa Lampe
Business Student | Madison Campus

Disclosures

  1. Certifications may provide greater opportunity for employment but are not a state-specific requirement. Most industry certifications are tied to the completion of a single course. Complete the requisite coursework and we will reimburse the application fees for up to three industry certifications upon submission of proof of successfully passing the certification exam.

* BLS pay estimates calculate the median annual wage for various occupations. Per the BLS the median wage for an occupation is: "The wage at which half of the workers in the occupation earned more than that amount, and half earned less. Median wage data are from the BLS Occupational Employment and Wage Statistics survey." Bureau of Labor Statistics (BLS), U.S. Department of Labor, Occupational Outlook Handbook 2024. BLS median wage estimates do not represent entry-level wages and/or salaries. Multiple factors, including prior experience, age, geographic market in which you want to work, and degree level and field, will affect career outcomes, including starting salary and earnings as an experienced employee. Herzing neither represents that its graduates will earn the median salaries calculated by BLS for a particular job nor guarantees that graduation from its program will result in a job, promotion, particular wage or salary, or other career growth.

Classes Start: July 6th

Waived Enrollment Fee

Discover the educational pathway designed to maximize your career potential. Reach for greater heights with Herzing University.

Request Info Apply Now