A degree in business administration with a concentration in marketing and sales can prepare students for a variety of entry-level careers in marketing management, retail, and sales management. Available four-year undergraduate programs include a Bachelor of Business Administration (BBA), a Bachelor of Science (B.S.) degree in marketing with a sales concentration and B.S. degrees in marketing and/or sales management. Suitable for those seeking executive-level positions, Master of Business Administration (MBA) programs are available for the advanced study of sales and marketing.
Bachelor's and master's programs often share marketing and sales courses. Students usually take an overview course in marketing to prepare them for further study of marketing research, sales management and professional selling. Business administration programs also include courses on financial management, economics, management and other basic business topics.
Master's degree programs often feature other advanced marketing courses, such as marketing strategy, product development and global marketing. Programs at both levels may include an internship or practicum.
Here are some common concepts covered in most business administration programs with an emphasis in marketing or sales:
- Marketing strategies
- Ethical and legal issues in marketing
- Sales strategies
List of Common Courses
Marketing Overview Course
This course is an introductory survey of marketing and covers basic topics such as consumer behavior, market research, product planning and development, distribution channels, pricing and promotion. Management of a marketing organization and ethics considerations within marketing management may also be included. Most courses also cover some aspect of international marketing.
Marketing Research Course
The various techniques of designing, implementing and analyzing market research studies are discussed in this course. Topics cover research data formulation, data selection and collection, analysis techniques and reporting. Use of statistical software in this course is common, and the ability to interpret analyzed data for use in decision-making is a key element.
Financial Management Course
This course provides an overview of financial concepts and techniques found in marketing and sales organizations. Financial planning and control, forecasting and budgeting are generally covered, along with some aspects of investment. Coverage of typical finance-related problems found within businesses, along with international considerations, may be included.
Sales Management Course
Coursework focuses on the management of an organization's sales force and its selling policies. Topics include recruitment and hiring of sales personnel, compensation plans, motivation techniques and setting individual selling territories. Leadership skills are introduced, as are tips on establishing individual sales quotas, evaluating employee sales performance and creating an overall sales forecast.
Professional Selling Course
This is an overview course of the principles and techniques of selling. Students learn how to prepare for a prospect meeting, create a sales presentation, develop opening and closing selling points, use suggestive sell and handle objections. The psychology of selling is discussed as it relates to understanding buyers' motives as well as developing an ongoing relationship with customers.