Bachelor’s in Marketing and Advertising Degree

Bachelor of Science in Marketing and Advertising

Offered By: Colangelo College of Business

Examine Strategy, Research, and Customer Relationships

The Bachelor of Science (BS) in Marketing and Advertising degree program from Grand Canyon University walks you through business-essential competencies in areas such as marketing strategy, research and customer relationships. You will have the opportunity to explore business and marketing communication strategies, practice creating data-driven marketing plans, and take a deep dive into essential business skills while you work toward your bachelor’s in marketing. 

As a BS in marketing student at GCU, you can work to develop both your creativity and business skills. Earn your advertising and marketing degree online or on campus as you prepare to pursue a career in the field.

Earn Your BS in Marketing and Advertising Degree From GCU

If you have a passion for creative communications, this advertising and marketing degree can provide opportunities to turn your passion into purpose for your future. 

As you work toward your degree, you’ll explore comprehensive curriculum that provides a broad, yet in-depth look at general business competencies and marketing-specific skills. GCU strives to develop our students’ transferrable skills, including confident decision-making, communication and leadership, as well as their field-specific skills. Furthermore, GCU offers a biblically rooted college education that integrates the Christian worldview and biblical principles directly into the coursework.

GCU offers this degree program online and on campus to provide you with the flexibility of pursuing your degree from anywhere. Our instructors strive to graduate work-ready professionals who are empowered to meet performance goals, and who may be prepared to play key roles in today’s business strategies. 

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At GCU, you can earn your degree online, taking classes when they fit your schedule. Online marketing courses can be a good fit for students who must meet work and familial obligations while working toward an advertising degree. Our university offers the same quality of instruction and the same comprehensive curriculum for our online students as for our on-campus students. Benefit from convenience and flexibility while working toward your future career. 

This degree is available for on-campus students. As an on-campus student, you’ll enjoy opportunities for face-to-face academic discussions with your peers and instructors. You’ll also benefit from being immersed within GCU’s lively campus, which features many amenities and social activities. As a Christian university, our campus life centers on our faith. You’ll be able to join your fellow Lopes in worship activities as you work toward your advertising and marketing degree. 

Skills Taught in This Marketing and Advertising Degree

At GCU, degrees earned through the Colangelo College of Business are focused on core domains that can enable you to explore general businesses practices and provide opportunities to acquire skills specific to your field of study. 

  • Writing, implementing and assessing marketing plans
  • Developing business objectives and creating ethical communications campaigns using marketing best practices
  • Conducting ethical market research and applying statistical tools and measurement techniques
  • Applying traditional and modern techniques in the development, pricing and promotion of products

Marketing and Advertising Courses and Concepts To Expect

This bachelor’s in marketing degree program is designed to educate you about a broad range of essential business competencies. You will receive hands-on, practical training that readies you to pursue careers in marketing and advertising.

Digital technologies play a significant role in today’s marketing and advertising landscape. Students earning their advertising and marketing degree will examine the use of technology in campaigns, including mediums such as digital ads, websites and email. This advertising degree curriculum can empower you to be on the forefront of innovative changes in the industry. 

You will be taught best practices in: 

  • Business communication strategies
  • Information literacy and data analysis
  • Business operations
  • Legal, ethical and values-driven business practices

These marketing courses include topics such as:

  • Formulating objectives for marketing strategies
  • Managing marketing decisions for product and services markets
  • Evaluating customer buying behavior to inform strategies
  • Determining strategies to drive sales and profitability
  • Developing customer relationships to ensure loyalty to products and services
  • Building digital marketing strategies
  • Advertising using current technologies, including social media marketing


Median annual wage for advertising, promotion and marketing managers as of May 20221

Career Paths for Marketing and Advertising Degree Graduates

An advertising and marketing degree can be an investment in your long-term career goals. The digital marketing space is a strong growth industry. As of October 2023, the U.S. Bureau of Labor Statistics (BLS) estimates job growth for advertising, promotions and marketing managers to increase by about 6% from 2022 to 2032, faster than average, accounting for an estimated increase of 24,300 jobs in the field.2

With a foundation in marketing and advertising competencies, individuals may choose to pursue potential careers such as:

  • Advertising and promotions manager
  • Marketing manager
  • Fundraising manager
  • Sales manager
  • Marketing research analyst
  • Marketing specialist 

Marketing and advertising degree graduates can pursue work in many diverse environments — from small businesses to large corporations, as well as the nonprofit sector. 

An ACBSP-Accredited Marketing and Advertising Degree

When choosing a university to attend, it’s important to ensure that it is equipped to offer quality education and a comprehensive curriculum. GCU’s business degree programs are accredited by the Accreditation Council for Business Schools and Programs (ACBSP). This accrediting institution accredits programs that demonstrate relevant business teachings in the classroom that lead to strong student outcomes.  

GCU is institutionally accredited by the Higher Learning Commission (HLC). Our accreditation is a reflection of our commitment to offering each student a thorough education and promoting quality instruction. To learn more, visit our accreditation page. 

Bachelor’s in Marketing and Advertising Degree FAQs

Any decision regarding your future should be made with care, and you may have some questions. The following frequently asked questions and answers may help you make an informed decision.

There may not be a universal pathway, but setting out on your path toward your dream job in this field typically begins with higher education. For example, advertising, promotions and marketing managers usually need a relevant bachelor’s degree, such as an advertising degree. In addition, completing internships and gaining entry-level experience in the field can be helpful.3 

Salaries for advertising and marketing degree graduates differ by role. However, according to the BLS, advertising, promotion and marketing managers have a median annual wage of $138,730 as of May 2022.1 If you want to develop a deeper understanding of organizational development and position yourself to potentially pursue a more senior executive position, earning a Master of Business Administration with an Emphasis in Marketing may be a suitable option for you.

If you’re looking to launch or enhance a career in advertising and marketing, you may benefit from cultivating skills such as:3

  • Interpersonal skills
  • Ability to analyze data
  • Decision-making skills
  • Creativity
  • Organizational skills
  • Communication skills

Marketing and advertising are critically important for all types of businesses. Promotions and campaigns enable businesses to raise brand awareness, encourage engagement with the brand, and create personalized experiences for customers. The end goal is to boost sales for the organization, and a marketing professional’s knowledge of market research and data analytics can help the company reach its goals.4

Marketing and advertising are similar business practices and overlap in various areas. However, there are some differences. Marketing aims to identify, project and meet the needs of the business’ target audience. In contrast, advertising involves the strategic positioning of messaging and branding in places or at times when the target audience is most likely to see it and respond to it.5

An aspiring marketing and advertising professional is best served by earning some type of business degree. It’s possible to pursue a career in this field with a relevant degree like communications.3 However, a degree that focuses more closely on marketing and advertising is generally ideal, as the curriculum will cover important topics such as the development and implementation of marketing and advertising campaigns.

If you are hoping to find a way to use your communication and creativity skills in business for a career in marketing and advertising, consider pursuing this program. Fill out the form on this page to learn more about the Bachelor of Science in Marketing and Advertising degree at GCU today.

1 The earnings referenced were reported by the U.S. Bureau of Labor Statistics, Advertising, Promotion and Marketing Managers as of May 2022, retrieved Oct. 19, 2023. Due to COVID-19, data from 2020 and 2021 may be atypical compared to prior years. BLS calculates the median using salaries of workers nationwide with varying levels of education and experience. It does not reflect the earnings of GCU graduates as advertising, promotion and marketing managers, nor does it reflect earnings of workers in one city or region of the country or a typical entry-level salary. Median income is the statistical midpoint for the range of salaries in a specific occupation. It represents what you would earn if you were paid more money than half the workers in an occupation, and less than half the workers in an occupation. It may give you a basis to estimate what you might earn at some point if you enter this career. Grand Canyon University can make no guarantees on individual graduates’ salaries. Your employability will be determined by numerous factors over which GCU has no control, such as the employer the graduate chooses to apply to, the graduate’s experience level, individual characteristics, skills, etc., against a pool of candidates. 

2 COVID-19 has adversely affected the global economy and data from 2020 and 2021 may be atypical compared to prior years. The pandemic may impact the predicted future workforce outcomes indicated by the U.S. Bureau of Labor Statistics as well. Accordingly, the data shown is effective September 2023, which can be found here: U.S. Bureau of Labor Statistics, Advertising, Promotion and Marketing Managers, retrieved Oct. 19, 2023. 

3 U.S. Bureau of Labor Statistics. (2023, September 6). How to become an advertising, promotions, or marketing manager. Occupational Outlook Handbook. Retrieved Oct. 16, 2023.

4 Indeed. (2022, June 24). Why is marketing important in business? Indeed. Retrieved Oct. 16, 2023. 

5 American Marketing Association. (2020, April 21). Marketing vs. advertising. Retrieved Oct. 16, 2023. 


Total Credits: 120
Campus: 15 weeks
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Online: 8 weeks
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Up to 90 credits, only 84 can be lower division
Campus: $8,250 per semester [More Info]
Online: $485 per credit [More Info]

Course List

General Education Requirements:
34-40 credits
60 credits
Open Elective Credits:
20-26 credits
Degree Requirements:
120 credits

General Education Requirements

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.


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.

Course Options

  • UNV-103, University Success: 4
  • UNV-303, University Success: 4
  • UNV-108, University Success in the College of Education: 4


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.

Course Options

  • UNV-104, 21st Century Skills: Communication and Information Literacy: 4
  • ENG-105, English Composition I: 4
  • ENG-106, English Composition II: 4


Graduates of Grand Canyon University will be able to express aspects of Christian heritage and worldview. Students are required to take CWV-101/CWV-301.

Course Options

  • CWV-101, Christian Worldview: 4
  • CWV-301, Christian Worldview: 4


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.

Course Options

  • MAT-154, Applications of College Algebra: 4
  • MAT-144, College Mathematics: 4
  • PHI-105, 21st Century Skills: Critical Thinking and Problem Solving: 4
  • BIO-220, Environmental Science: 4


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, cross-cultural studies, history, art, music, dance, theater, applied arts, literature, health, etc.). If the predefined course is a part of the major, students need to take an additional course.

Course Options

  • HIS-144, U.S. History Themes: 4
  • PSY-102, General Psychology: 4
  • SOC-100, Everyday Sociology: 4

Core Courses

Course Description

This course provides the foundation of core knowledge within the field of information technology. Topics include technology-centric organizations, the type and role of fundamental information technology systems, data management to include privacy and security, e-business and m-business, hardware, software, and computer networks.

Course Description

This course introduces models and practices used by contemporary marketers in fast-paced, dynamic, domestic and global markets, including the marketing concept and processes for developing, implementing, and assessing the effectiveness of marketing plans. Building from a foundational understanding of consumer behavior and marketing research, students examine the development and implementation of marketing mix strategies and tactics with an emphasis of how marketing integrates within all aspects of business.

Course Description

In this course, students examine basic accounting concepts and explore how accounting information assists business leaders in making financial decisions that increase profitability and contribute to competitive advantage. There is specific emphasis on the analysis of financial statements in the business decision-making process, budgeting, and factors businesses must consider when determining appropriate pricing of goods and services. Prerequisite: MAT-134, MAT-144, MAT-154, or higher subsequent math course.

Course Description

This writing-intensive 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.

Course Description

This course focuses on a behavioral science approach for examining distinct buyer strategies and decision-making processes of purchase by organizational buyers and consumers. Students evaluate external and internal influences, cross-cultural variations, and purchase and post-purchase processes to improve customer satisfaction and customer loyalty. Prerequisite: MKT-245 or MKT-315.

Course Description

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, MAT-144, MAT-154, or higher subsequent math course.

Course Description

This course provides students with an integrated marketing communications perspective. Students develop objectives and create ethical communications campaigns that integrate advertising and promotional strategies, tactics, budgets, and timelines. Prerequisite: MKT-245 or MKT-315.

Course Description

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.

Course Description

This survey course covers the basic concepts of microeconomics and macroeconomics. The course begins by addressing the fundamental concepts of scarcity, choice, opportunity cost, and comparative advantage. The course builds on these fundamentals to explain the market forces of supply and demand, market efficiency, the economics of the public sector, and the firm's behavior under competitive market conditions. The second half of the course focuses on basic macroeconomic concepts, including measurement of national income, economic growth, and productivity. In addition, this course covers the monetary system and the classical theory of inflation.

Course Description

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, MAT-274, MAT-374, or ESG-374.

Course Description

This course is an introduction to managerial finance and the financial markets, analysis of financial statements, time value of money, interest rates, asset valuation, assessment of risk, cost of capital, and capital budgeting. Prerequisites: ECN-220, ECN-351, or ECN-361; and ACC-240 or ACC-250.

Course Description

This course introduces marketing research processes and tools that inform managerial decision making in global business environments. Students conduct ethical research by utilizing data sources and applying statistical tools and measurement techniques. Students engage in independent and collaborative research project designs, develop comprehensive marketing research plans, and deliver industry-relevant reports and presentations. Prerequisites: MKT-245 or MKT-315 and BUS-352.

Course Description

This course focuses on applying critical thinking skills to analyze and apply marketing strategies and tactics and achieve marketing opportunities in the globalized world. Students determine environmental factors that affect marketing strategies and apply traditional and industry-accepted practices in promotion, pricing, distribution, and product development. Students create and manage marketing plans and determine choices that maximize profit and increase customer satisfaction and loyalty. Prerequisite: MKT-245 or MKT-315.

Course Description

This course provides an integrated marketing communications perspective for advertising and promotion using Internet and mobile technologies. In this fast-paced and constantly evolving environment, students develop objectives and create ethical communications campaigns that integrate knowledge of cross-channel and multi-channel consumer behavior with website and landing page strategies and tactics, search engine optimization and search advertising, social media marketing, and mobility marketing. Prerequisite: MKT-245 or MKT-315.

Course Description

This writing-intensive course serves as the capstone experience in business and management, introducing students to functional, business, and corporate strategy from the perspective of a strategy analyst. Tools and techniques are applied to the student’s previous knowledge of accounting, finance, management, analytics, marketing, economics, entrepreneurship, and leadership acquired through their individual programs of study. Students integrate strategic analysis to demonstrate mastery of a wide variety of business domains. Prerequisites: MGT-420 or MGT-422HN; FIN-210 or FIN-350; and MKT-245 or MKT-315.


GCU Campus Student

Join Grand Canyon University’s vibrant and growing campus community, with daytime classes designed for traditional students. Immerse yourself in a full undergraduate experience, complete with curriculum designed within the context of our Christian worldview.

GCU Online Student

Pursue a next-generation education with an online degree from Grand Canyon University. Earn your degree with convenience and flexibility with online courses that let you study anytime, anywhere.

* Please note that this list may contain programs and courses not presently offered, as availability may vary depending on class size, enrollment and other contributing factors. If you are interested in a program or course listed herein please first contact your University Counselor for the most current information regarding availability.

* Please refer to the Academic Catalog for more information. Programs or courses subject to change.

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