Bachelor of Business Administration in Marketing

Kent State University

The Bachelor of Business Administration degree in Marketing provides a general approach that can be applied in a wide range of areas of business (e.g., for profit, nonprofit, service and manufacturing). The program addresses the breadth within the marketing field through courses (e.g., consumer behavior, marketing research, international marketing, personal selling, advertising and promotion management) that provide the student with an appreciation of all central topic areas in the field.The Marketing major offers students the opportunity to have a generalist’s perspective or to focus on one of four concentrations. Students gain a working knowledge of the theory and practice of marketing and learn the tasks involved in the analysis, planning, implementation and control of marketing programs that result in strategies and tactics used by businesses to sell products to consumers and other businesses.The Marketing major includes the following concentrations:The Entrepreneurial Marketing optional concentration is for those with an entrepreneurial spirit. This concentration will offer insights into marketing strategies tailored for startups and small businesses. Students will explore innovative approaches to marketing and learn how to navigate the unique challenges faced by entrepreneurs.The Marketing Analytics optional concentration focuses on harnessing the power of data to make informed marketing decisions and optimize marketing strategies.The Sales Management optional concentration is designed to equip students with the skills and knowledge needed to lead successful sales teams, manage customer relationships, and drive revenue growth.The Social Media and Digital Marketing optional concentration is designed to teach students how to create and implement effective digital marketing campaigns through a strong online presence across various platforms, this concentration will allow students to explore the world of digital marketing and social media.

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