January 2018 Undergraduate Catalog 
    Jan 16, 2019  
January 2018 Undergraduate Catalog [ARCHIVED CATALOG]

Bachelor of Science in Business Management with a Concentration in Marketing (BSBMM)

(Please see the Undergraduate Program Offerings by Campus  chart in the catalog or on the Herzing Website at www.herzing.edu/career-programs/downloads for a list of Herzing campuses offering this program.)

Program Description

This bachelor’s program is designed to prepare students with an understanding of the complex relationship between markets and customers and the practical and theoretical skills needed to market a product in a competitive business environment. The core components of the marketing program concentration are advertising, marketing on the internet, consumer behavior, marketing research, marketing strategy, new product development, international marketing, professional selling, and sales management.

Business Management Core Program Outcomes

Upon completion of this program, the student should be able to:

  1. Define operational, ethical, legal, and human resource issues associated with business management
  2. Analyze financial information using standard tools to support and evaluate managerial decision-making.
  3. Develop a marketing plan
  4. Formulate strategic business solutions

Marketing Concentration Program Outcomes

Upon completion of this program, the student should be able to:

  1. Demonstrate an application of the marketing mix to marketing practices.
  2. Develop an understanding of innovative product development.
  3. Demonstrate knowledge of secondary, qualitative, and quantitative marketing research methods, skills, and techniques.
  4. Recognize and manage the differences stemming from the application of the principles and the techniques of marketing across national boundaries.

Potential Occupational Titles

Potential occupational titles for this program include, but are not limited to, general and operations manager, sales manager, and administrative services manager.

Program Content

A minimum of 122.00 semester credit hours is required for graduation.

Required Business Core Courses

All courses, 36.00 semester credit hours, are required.

Required Courses in Marketing

All courses, 27.00 semester credit hours, are required.

Business Elective Courses

A minimum of 6.00 semester credit hours is required. Students may take any business, accounting, human resources, or economics course.

Open Elective Courses

A minimum of 12.00 semester credit hours of open electives is required. At least 9.00 semester credit hours must be 300- to 400-level courses.

Required Capstone or Internship

3.00 semester credit hours are required.


* Online students in some states may not be allowed to take this internship due to state restrictions.

* Enrollment in a student readiness training is required prior to the internship course. Successful completion of training is required prior to internship course enrollment

Required Courses in General Education

Students enrolled in this bachelor’s degree must complete a minimum of 36.00 semester credit hours in general education distributed among the following disciplines. Refer to the General Education section of the catalog for specific information about courses within each discipline.

12.00 Semester Credit Hours in Communications

9.00 Semester Credit Hours in Humanities

6.00 Semester Credit Hours in Mathematics

3.00 Semester Credit Hours in Science

6.00 Semester Credit Hours in Social and Behavioral Sciences

Personal and Professional Development Courses

A minimum of 2.00 semester credit hours is required.