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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.
| 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.