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Business Marketing
Online Degree Program

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

Program Length

36 Mo.

Credits

122

Format

Online

Cost Per Credit

$515
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Earn a degree and learn how to influence buying decisions

AccreditationIACBE accredited,1 Accredited by the Higher Learning Commission
Transfer creditTransfer up to 91 approved credits
CurriculumReal-world business coursework with hands-on marketing exercises
PathwaysEarn dual credit towards an MBA degree program
QuickPathsTransfer credit, stackable credentials, and adaptive learning technology build a faster pathway to a higher education with Herzing University

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US News Best Online Programs Bachelor's 2025 Badge

Ranked by U.S. News & World Report as one of the best online bachelor's programs in 2025

Overview: Bachelor of Science in Marketing

The Bachelor of Science in Marketing degree is a 122-credit undergraduate program which prepares you for a career as a marketing professional. 

The online degree program provides students with fundamental knowledge and skills in digital marketing, social media, product development, consumer behavior, marketing strategy, and much more.

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

    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

Marketing bachelor’s degree classes & curriculum details

The Bachelor of Science in Marketing combines Herzing University’s highly praised real-world business coursework with hands-on marketing exercises and projects either online or on-campus. Our students develop the creative, strategic and management capabilities needed to succeed in this highly competitive field. 

Our graduates have strong capabilities in:

  • Secondary, qualitative and quantitative marketing research methods
  • Consumer behavior concepts and principles
  • Developing strategic marketing plans
  • Thinking critically at a conceptual level while using mathematical analysis in addition to the scientific method
ProgramMonths iCredit
Bachelor of Science in Marketing36122

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

Required Courses in Business

All courses, 36.00 semester credit hours, are required.

This introductory course in accounting provides the practical application of the principles of financial accounting for service and merchandising businesses. Topics include an introduction to the conceptual framework of accounting using GAAP rules established by FASB, analysis and recording of transactions in the general journal and posting to the general ledger, completion of the accounting cycle by preparing end-of-period adjusting and closing journal entries, financial statements and the post-closing trial balance, an introduction to internal controls, and the calculation of inventory and cost of goods sold using the FIFO, LIFO, and weighted average methods.

This course introduces corporate financial management and analysis. Topics include evaluating financial performance, measuring cash flow, capital budgeting, and the cost of capital.

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 presents an overview of technology-based issues within a business environment. Topics include the concept of digital firms and ERP systems in the areas of marketing, operations, human resources, manufacturing, finance, social networking, and supply-chain management. Additional areas to be discussed are privacy issues, government regulations, and technology on a global scale.

This course provides a study of the American legal system and its effect on business and business organizations. Topics include an overview of the ethical issues that businesses encounter, the foundation of the American legal system, business ethics, torts, intellectual property, criminal law, cyber crimes, contracts, and sales and leases.

This course provides an overview of the principles and applications of marketing in organizations. Topics include the marketing process and strategic planning, the global marketing environment, developing marketing opportunities and strategies, developing the marketing mix through product development, pricing strategies, distribution channels, promotion techniques, managing marketing through customer relationships, social responsibility, and marketing ethics.

The focus of this course is to introduce students to the basic principles of human behavior that effective managers use when managing individuals and groups in organizations. The overall goal of this course is to develop an understanding of the key issues managers need to master in order to manage the interface between people and organizations. Topics include theories relating to individual differences in abilities and attitudes, attribution, motivation, group dynamics, power and politics, leadership, conflict resolution, organizational culture, and organizational structure and design.

Or  Semester Credit Hours: 3.00

The focus of this course is to explore the role and importance of business ethics in the workplace. The student will develop an understanding of the concepts and principles of business ethics as they relate to employees and employers, business to business, and on a corporate level. Students will examine business ethics, employee relations, and managerial decision-making processes through discussion and analysis of cases involving ethical issues. Topics will include ethical and moral issues in the workplace, distinguishing between the law, morals, and ethics, the relationship between ethics and social responsibility, and consequences of unethical/ethical decisions.

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  Semester Credit Hours: 3.00

This course presents an overview of problem modeling and decision making. The class will introduce students to several quantitative models applicable to problems in a variety of functional areas of business. Students will be able to apply quantitative analysis to real-world management problems.

Or  Semester Credit Hours: 3.00

This course provides an overview of economics and the economy from a microeconomics perspective. Topics include economic analysis, factors in the market system, market structure and pricing strategies, the availability of resource markets, supply and demand, and the impact of public policy on markets.

This course provides an overview of economics and the economy from a macroeconomics perspective. Topics include an introduction to economic concepts, the fundamentals of macroeconomics, macroeconomic theory and policy, the role of money, banking, and monetary policy, and the relationship of macroeconomics to the global economy.

Or  Semester Credit Hours: 3.00

Required Courses in Marketing

All courses, 27.00 semester credit hours, are required.

This course in financial accounting provides the practical application of the principles of financial accounting for service and merchandising businesses with an emphasis on partnerships and corporations. Topics include accounting for corporate equity structure, partnership creation, dissolution and compensation, accounting for notes payable and receivable, accounting for uncollectible accounts receivable, accounting for investments in long-term assets, preparation and analysis of the statement of cash flows, and analysis and interpretation of financial statements.

This course is an overview of Internet marketing strategies. Topics include Internet user characteristics and behavior, online research methods, Internet marketing strategies such as pricing, distribution channels, communications on the Internet, relationship marketing, the components of the Internet marketing plan, and Internet ethical and legal issues.

This course presents an overview of technology-based communication tools currently used in the marketplace as well as emerging trends based on technological advancement. Topics include the history of social networking, a definition of the social media, and the number of tools being used by business as part of the enterprise. The course will offer students the basic body of information about social media as well as application in regards to strategy within the organization.

The focus of this course is to explore the role of customer relationship management (CRM) in today's business environment. Topics will include CRM theory, data management, and the impact of CRM on the firm, ethics, and global relationships. The course will also explore how CRM affects different functional units of a firm.

The focus of this course is on the internal and external factors influencing consumer behavior. Topics will cover consumer motivations, personality and consumer behavior, consumer perception, consumer learning, consumer attitude formation and changes, group influences on individual consumer behavior, family influences on consumer behavior, cultural and sub-cultural influences on consumer behavior, and the consumer decision-making process.

This course explores the importance of new product development. Innovation is examined from the following perspectives: product development, internal process improvements, and strategic shifts. At the end of this course, students will demonstrate knowledge of how to successfully develop and promote a new product.

This course combines the topics of personal selling and sales force management. Topics include the planning and implementation of personal selling activities, the sales process from initial contact to post-closing follow up, and the management of the sales force.

This course is designed to provide students with an overview of marketing research methods and analysis of the marketing data using SPSS. Topics include the different methods of marketing research, the issues that arise at each stage of the marketing research process, problem definition, research objectives, questionnaire design, sampling and data collection, data analysis, and communicating research findings and their implications to various constituencies.

This course builds on previous marketing and sales courses and provides a strategy perspective that extends beyond the traditional management focus of the marketing mix. Topics include an overview of a market-driven strategy, target market strategies, marketing program development, a marketing organization, and the implementation and control of a marketing strategy.

Business Elective Courses

A minimum of 6.00 semester credit hours is required. Students may take any business, accounting, human resources, or economics course. Students who are qualified to take dual-credit courses may also take approved graduate courses.

Open Elective Courses

A minimum of 12.00 semester credit hours of open electives is required. A minimum of 9.00 semester credit hours must be at the 300 to 400 level.

Dual Credit Courses

Eligible students can replace up to 9.00 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 Business Analytics Master of Business Administration in Healthcare Management Master of Business Administration in Project Management BU 502 Leadership and Team Dynamics BU 520 Integrated Economics and Decision-Making BU 631 Project Management for Business Leaders

Required Capstone or Internship

3.00 semester credit hours are required.

This is an integrative course that allows students to identify a real-world problem and provide a recommended solution. Each student selects a topic or project with instructor approval and completes a paper which documents the process including the use of industry standard research methods. Students are required to make a professional oral presentation of their project analysis and recommendations.

The course is the final class in the undergraduate experience. The students will participate in an eight-week "on-the-job" experience, where they will participate as a full-time employee within an organization. Classroom topics will cover communication within the organization, organizational missions and cultures, employee etiquette, and current issues that occur in the workplace. The students will be evaluated by both faculty and the supervisor from the sponsor organization.

* 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. 12.00 Semester Credit Hours in Communications 9.00 Semester Credit Hours in Humanities (must include 3 semester credit hours of cultural diversity) 6.00 Semester Credit Hours in Mathematics 3.00 Semester Credit Hours in Science 6.00 Semester Credit Hours in Social and Behavioral Sciences

Personal and Professional Development Courses

A minimum of 2.00 semester credit hours is 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.

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  

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Requirements

Admissions requirements

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

Enrollment prerequisites to enroll in 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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Careers

If you are creative and have good business sense, a career in marketing might be the perfect fit.

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

Marketing is everywhere. No matter where you turn, you see it – that ad in the newspaper, TV commercial, jingle on the radio, grocery store poster, bumper sticker, email ad, and web site are all created as part of a marketing campaign intended to do one thing: compel you to buy a product.

There are many different areas of marketing, and while some professionals in this field have one specialty area, others handle multiple areas.

What can I do with a degree in marketing?

  • Advertising Sales - Also referred to as Account Executives, these individuals seek out businesses to purchase advertising space with their company. They typically work for a radio or TV station, newspaper, magazine, or Internet publisher. Sales can be conducted by phone or in person, which may include traveling and socializing with potential ad space buyers. Professionals in this area usually work on a base salary plus commission, and overall earnings can be very good.
  • Media Planning - There are many different ways a product can be marketed. Some are more traditional, and others are more innovative. Media planning identifies where the product should be advertised, based on who is likely to buy the product. For example, Oscar Mayer might advertise their kid-targeted Lunchables product on a billboard at a little league field since they know parents of children will be there to see it, and children will be reminded to ask their parents to buy it. It may be the Media Planner's duty to purchase advertising spots. Like other careers in marketing, this area of employment will also continue to grow.
  • Market Research Analysts - The main purpose of marketing is to sell a product. To determine if the product will sell, how/where to advertise the product, and whether or not the product actually did sell, marketing research must be done. For example, before a product is developed or launched, market research is conducted to find out: Who is going to be interested in this product? Where should it be advertised so they see it? What will the buyer most want to know about this product? Does a similar product already exist? How will this product be better? How much are people willing to pay for this product?  Should an incentive be used to introduce this product (e.g. coupon or sweepstakes)? After the product has been introduced, marketers must do more research to find out what worked…and what did not. By analyzing those answers, marketers will be better prepared for their next product launch.
  • Public Relations - Public Relations (PR) professionals are the spokesperson for their company. They are in charge of getting the word out to the public about a product, company, event or news item. They are also responsible for making sure the correct message is getting across and managing the public perception of the product. Duties of PR include: Writing and distributing press releases, finding bloggers to write about a specific product, engaging in social media such as Facebook, monitoring what people are saying about the company in newspapers and online, pitching story ideas to newspaper and internet reporters.
  • Survey Researchers - Whereas Marketing Research Analyst sort through all types of data, Survey Researchers focus solely on designing and conducting surveys. Companies in all types of industries use surveys to find out if their customers are satisfied with a product and the experiences they've had with that company. Survey Researchers must determine how to best reach the group they wish to question, and what will entice that group to respond (and respond honestly). They may use mail, phone, internet or in-person techniques.

Advancement Opportunities for Marketing Professionals

Opportunities for growth in marketing careers typically include greater accountability for marketing decisions and supervision of department employees. Certifications are offered by professional organizations for some marketing specialties (such as public relations) and may require a certain number of years working in the field. Companies and agencies that offer management training programs can put new grads on the fast-track to career growth. Advanced education (such as an MBA) may help accelerate both responsibilities and salary of marketing professionals.

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Marketing Degree Programs / Showing 1 program for the Online campus

  • Bachelor of Science in Marketing

    On Campus Online

    This bachelor's program is designed to prepare students with an understanding of the complex relationship between markets and customers and the practical and theoretical skills needed to market a product in a competitive business environment. The core components of the marketing program concentration are advertising, marketing on the internet, consumer behavior, marketing research, marketing strategy, new product development, international marketing, professional selling, and sales management.

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The Student Experience at Herzing

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

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

Gabriel Dart
Business Student | Online Campus
Disclosures

Accreditation & Disclosures

1. 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 accredited by the Higher Learning Commission (hlcommission.org), an institutional accreditation agency recognized by the U.S. Department of Education.

View Herzing University Accreditation and Approvals

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