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Grand Canyon University's Bachelor of Science in Marketing degree program prepares students to compete for entry-level management positions in corporate marketing or brand management. The bachelors in marketing degree will addresses topics such as marketing principles, marketing management, strategic management, and the key elements of advertising and public relations. In addition, buyer and consumer behavior is studied using a behavioral science approach that examines distinct buyer strategies and decision-making processes of purchase by organizational buyers and consumers.
GCU's bachelors in marketing degree also includes an introduction to business research processes and the research documents used as tools to aid in managerial decision making. Topics include designing research projects, collecting primary and secondary data, conducting ethical research, applying statistical tools and measurement techniques, developing a marketing plan, and reporting the research in both written and oral presentation formats.
Upon completing the bachelors in marketing degree, many graduates opt to further their education. GCU offers a variety of master's degrees in business including a master's in business administration (MBA), an MBA with an emphasis in Marketing and a Master of Science in Leadership.
General Education coursework prepares Grand Canyon University graduates to think critically, communicate clearly, live responsibly in a diverse world, and thoughtfully integrate their faith and ethical convictions into all dimensions of life. These competencies, essential to an effective and satisfying life, are outlined in the General Education Learner Outcomes. General Education courses embody the breadth of human understanding and creativity contained in the liberal arts and sciences tradition. Students take an array of foundational knowledge courses that promote expanded knowledge, insight, and the outcomes identified in the University‛s General Education Competencies. The knowledge and skills students acquire through these courses serve as a foundation for successful careers and lifelong journeys of growing understanding and wisdom.
| Competency | Requirements | GCU Course Options | Total Credits |
| University Foundations | Upon completion of the Grand Canyon University's University Foundation experience, students will be able to demonstrate competency in the areas of academic skills and self-leadership. They will be able to articulate the range of resources available to assist them, explore career options related to their area of study, and have knowledge of Grand Canyon's community. Students will be able to demonstrate foundational academic success skills, explore GCU resources (CLA, Library, Career Center, ADA office, etc), articulate strategies of self-leadership and management and recognize opportunities to engage in the GCU community. Students with fewer than 24 credits will fulfill the University Foundations requirement with a specified lower-division course. An upper-division selection will be made available to students that enter the university with more than 24 credits. | UNV-103/303, University Success: 4 credits UNV-108, University Success in the College of Education: 4 credits |
4 credits |
| Effective Communication | Graduates of Grand Canyon University will be able to construct rhetorically effective communications appropriate to diverse audiences, purposes, and occasions (English composition, communication, critical reading, foreign language, sign language, etc.). Students are required to take 3 credits of English grammar or composition. | UNV-104, 21st Century Skills: Communication and Information Literacy: 4 credits ENG-105, English Composition I: 4 credits ENG-106, English Composition II: 4 credits |
9-12 credits |
| Christian Worldview | Graduates of Grand Canyon University will be able to express aspects of Christian heritage and worldview. Students are required to take CWV 101. | CWV-101, Christian Worldview: 4 credits | 4 credits |
| Critical Thinking | Graduates of Grand Canyon University will be able to use various analytic and problem-solving skills to examine, evaluate, and/or challenge ideas and arguments (mathematics, biology, chemistry, physics, geology, astronomy, physical geography, ecology, economics, theology, logic, philosophy, technology, statistics, accounting, etc.). Students are required to take 3 credits of intermediate algebra or higher. | PHI-105, 21st Century Skills: Critical Thinking and Problem Solving: 4 credits MAT-134, Applications of Algebra: 4 credits BIO-220, Environmental Science: 4 credits |
11-12 credits |
| Global Awareness, Perspective and Ethics | Graduates of Grand Canyon University will be able to demonstrate awareness and appreciation of and empathy for differences in arts and culture, values, experiences, historical perspectives, and other aspects of life (psychology, sociology, government, Christian studies, Bible, geography, anthropology, economics, political science, child and family studies, law, ethics, crosscultural studies, history, art, music, dance, theater, applied arts, literature, health, etc.). | HIS-221, Themes in U. S. History: 4 credits PSY-100, Psychology in Everyday Life: 4 credits SOC-100, Everyday Sociology: 4 credits If the predefined course is a part of the major, students need to take an additional course. |
6-8 credits |
| Course # | Course Title | Course Description | Credits |
| MKT-245 | Principles of Marketing | This course surveys the marketing mix and marketing concept; markets and buyer behavior; product, service, and relationship marketing for global competition; creating and keeping customers in an e-commerce world; branding and positioning; distribution strategies, integrated marketing communications, and pricing strategies. | 4 |
| ECN-220 | Introduction to Economics | The course covers microeconomic topics, macroeconomic topics, and international economics topics. Microeconomic topics include the nature and method of economics, supply and demand, utility, and supply and demand elasticities. Macroeconomic topics include the measurement of national output, factors that impact output, other means of measuring national wealth and economic well-being, unemployment, inflation, GDP accounting, and business cycles. While the focus of this course is primarily on the U.S. economy, some comparative economic analysis will be covered. In addition, select topics related to international trade and finance are introduced. | 4 |
| ACC-250 | Financial Accounting | This course is an introduction to the accounting cycle and the construction of financial statements. Students explore the fundamental principles and practices of financial accounting as outlined by Generally Accepted Accounting Principles (GAAP); the steps in the accounting cycle from journalizing transactions through the preparation of financial statements; and the use and interpretation of the balance sheet, income statement, and statement of cash flows. Prerequisite: MAT 134 or equivalent college algebra course. | 4 |
| ACC-350 | Managerial Accounting | This course is an introduction to the use of managerial accounting data in the decision-making process. Topics include the use of cost-volume-profit (CVP) analysis and relevant costs in decision making, using budgets and the balanced scorecard to evaluate performance, methods for setting prices of products and services, and analyzing capital investment opportunities. Prerequisite: ACC 250. | 4 |
| BUS-340 | Ethical and Legal Issues in Business | This course is a comprehensive study of the legal and ethical issues of concern to business, including those areas of the U.S. legal system that are most relevant to business, such as the law of torts, strict liability, intellectual property, and contract law. It explores the role of ethics and values in business decision making, and approaches these subjects from the perspective of the stakeholders as opposed to an economic interpretation of the firm and its responsibilities. | 4 |
| MGT-420 | Organizational Behavior and Management | Drawing upon real-world management situations, this course is a study of individual and group behavior in organizations through detailed coverage of the functions of management, individual differences/diversity, leadership, motivation, decision making, organizational design, and organizational change and development. Emphasis is placed on how an understanding of organizational behavior leads to effective management practice. Also PSC 420. | 4 |
| BUS-352 | Business Statistics | This course provides an introduction to the practical application of descriptive and inferential statistics in business. Topics include probability, probability distributions, the central limit theorem, confidence intervals, hypothesis testing, correlation, and regression. Prerequisite: MAT 134 or equivalent college algebra course. | 4 |
| FIN-350 | Fundamentals of Business Finance | This course is a general survey of financial institutions, the Federal Reserve System, the qualities of a sound monetary system, the theory and value of money, deposit insurance, and foreign exchange. Prerequisites: ECN 220, ACC 250, and MAT 134 or equivalent college algebra course. | 4 |
| MKT-345 | Buyer and Consumer Behavior | This course focuses on a behavioral science approach that studies distinct buyer strategies and decision-making processes of purchase by organizational buyers and consumers. Topics include cross-cultural variations in behavior, external and internal influences on today's buyers, purchase and post-purchase processes, customer satisfaction, and customer commitment. | 4 |
| MKT-415 | Promotion and Advertising | This course provides an integrated marketing communications perspective for today's changing world. Topics include the promotional mix, determining and developing advertising and promotional objectives, ethical issues in advertising campaigns, budgeting, positioning, creative strategies, media strategies, services advertising strategies, personal selling, e-marketing, public relations, publicity, corporate advertising, and evaluating the promotional program. | 4 |
| MKT-445 | Marketing Research and Reporting | This course is an introduction to business research processes and the research documents used as tools to aid in managerial decision making. Topics include designing research projects, collecting primary and secondary data, conducting ethical research, applying statistical tools and measurement techniques, developing a marketing plan, and reporting the research in both written and oral presentation formats. | 4 |
| MGT-455 | Production/Operations Management | This course provides an introduction to designing, planning, operating, and controlling production systems. Emphasis is on managerial concepts and strategies relating to the management of operations in both manufacturing and service environments. Quantitative and qualitative methods and tools are introduced and applied. Prerequisite: BUS 352. | 4 |
| MKT-450 | Marketing Management | This course provides a manager‛s view of applying the marketing mix in today‛s and tomorrow‛s business worlds, using various approaches and tools for analyzing marketing opportunities, integrating traditional and new techniques in promotion and pricing, managing the marketing concept, developing marketing plans, and controlling marketing activities. Prerequisite: MKT 245. | 4 |
| BUS-485 | Strategic Management | This is a capstone course in business and management that includes the gradual development of a comprehensive and integrative business plan. This course is designed to assist students in their development as managers, servant leaders, and successful strategic thinkers. Management, marketing, accounting, finance, economics, global perspectives, law, and political issues are covered during this course. It is a writing-intensive course that will help students develop competencies such as critical thinking, effective communication, leadership, and global awareness. Prerequisites: FIN 350, MGT 240, MKT 245, and senior status. | 4 |
| Required Course Total Credit: | 56 | ||
| General Education Requirements: | 34 - 40 credits |
| Courses: | 56 credits |
| Open Elective Credits: | 24 - 30 credits |
| Total Degree Requirements: | 120 credits |
This program is offered in the following formats or locations:
Enjoy Grand Canyon University's traditional campus experience. Nestled on over 90 acres in the heart of Phoenix, over 6,500 students live and attend class on the GCU campus. New modern classrooms, suite style dorms and a focus on creating a rich student life make GCU a top choice for high school graduates.
An online education allows you the flexibility to fulfill your educational goals without distracting you from your career. Full-time faculty members support our online students while our dynamic tools allow for engaging and challenging discussions with classmates. Classes start every month.
Program Disclosure
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* Please refer to the Academic Catalog for more information. Program subject to change.
Grand Canyon University © 2012 - All Rights Reserved. GCU is an accredited university founded in 1949. We are a Christian university and offer online degree programs and campus based classes. As a private university in Arizona, GCU has six colleges offering business degree programs including an Executive MBA, health science degrees, liberal arts degrees, doctorate degrees, nursing programs, and teaching programs. Our Performing Arts College offers fine arts and production degree programs. GCU is a military friendly school and offers military tuition rates.
