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Bachelor of Business Administration (BBA): Marketing Degree Overview

A Bachelor of Business Administration (BBA) in Marketing program is designed to teach foundational concepts, like finance and accounting, and provide a core understanding of business- and marketing-related fields.

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Essential Information

The marketing aspect of the 4-year BBA in Marketing program focuses on advertising topics, such as buyer behavior, pricing theory, importing and exporting. Some programs may be offered online. Programs may require the completion of a research project prior to graduation. Depending on the program, students may have opportunities to study overseas.


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  • Business Communications, General
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Bachelor of Business Administration in Marketing

Universities typically require applicants to this degree program to have high school diplomas or the equivalent for admission. Some colleges also recommend that applicants have taken high school courses in English and math to prepare for a BBA degree program.

Students in a BBA in Marketing program take standard courses on business, management and advertising. They may also be required to take several liberal arts classes. Students may complete classes in the following topics:

  • Accounting
  • Math
  • English
  • Advertising
  • Marketing Research
  • Consumer Behavior

Popular Career Options

People who have degrees in business administration with a concentration in marketing can find careers that deal with the development of products or services of a business. Graduates may work with teams that create ad campaigns for businesses, or they might be in charge of developing good public relations for a company. They can also work with various other departments of a corporation to try to increase sales through creative and useful incentives. Some common careers may include the following:

  • Sales manager
  • Promotions manager
  • Public relations manager
  • Advertising manager
  • Marketing manager

Employment Outlook and Salary Information

A Bachelor of Business Administration degree program in marketing may help students pursue jobs related to sales, marketing and advertising management. Students should be aware that nearly all of these management positions require prior work experience, in addition to a bachelor's degree at minimum.

The U.S. Bureau of Labor Statistics (BLS) expects about-average employment growth of 5% for sales managers over the 2014-2024 period, and these managers earned a May 2015 mean annual wage of $130,400. Advertising, promotions and marketing manager overall growth over the 2014-2020 period is expected to be at a faster-than-average rate of 9%. Marketing managers in May 2015 made a mean annual wage of $140,660, while advertising and promotions managers received a mean annual wage of $113,610. Public relations and fundraising managers are expected to have about-average growth of 7% over the 2014-2024 decade, according to BLS figures. The May 2015 mean wage for public relations and fundraising managers was $119,390 annually.

Continuing Education Information

Higher-level employment opportunities are available with an advanced degree, like a Master of Business Administration (MBA) or a doctoral degree. MBA programs cover more advanced topics, like human resources management, marketing analysis and managerial accounting. Those interested in working in academics or research may wish to pursue a Ph.D. degree program in business or marketing. These programs provide opportunities for teaching and research. Additionally, Ph.D. students are often required to complete a thesis project or dissertation.

By providing both liberal arts and foundational business education, BBA in Marketing programs prepare graduates for marketing-related jobs in a wide range of industries and institutions. After earning this degree, they also have the opportunity to pursue graduate-level business studies.

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