Marketing Specialization

Why This Specialization is For You

Your Future—Shaped By Marketing.

If you're passionate about understanding consumer behavior, influencing purchasing decisions, and driving business growth, specializing in marketing in UBalt's B.S. in Business Administration program could be the perfect choice for you.

Program Type

Bachelor of Science

B.S.

School

Merrick School of Business

Locations/Format

UBalt Campus

Cost

Undergraduate
Tuition and Fees

Requirements

All Degree Requirements

120-credits to earn a degree:

38 General Education
27 Lower-Division Business
31 Upper-Division Business Core
15 Specialization and Electives
Guide to Graduation

Quick Links

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Marketing Specialization

B.S. in Business Administration

Marketing is everywhere and is a vital part of an organization's ability to find, keep and grow relationships with customers. By selecting the marketing specialization in the business administration program, you can make your mark in business by creating, communicating and delivering value to customers.

As a marketing major, you'll delve into the intricacies of business management and gain the knowledge and skills essential for success in the marketing.

To help you navigate your future, our marketing faculty has curated specific course clusters that align with three distinct career paths. While these tracks provide a solid foundation, remember that marketing and sales careers are diverse and offer numerous opportunities.

Our flexible program empowers you to customize your coursework and align it with your unique career goals.

Learn more about the academic requirements for the marketing specialization.

a portrayal of a person who is a marketing analyst

Marketing Analytics

This career path exposes students to courses that help them learn about data mining, market research and opportunity analysis. The students in this track can explore career opportunities as a marketing data analyst, marketing research analyst and even consider opportunities as social media analyst.

Marketing Strategy

Students are exposed to business strategy and its implication for marketing and the firm, market opportunity analysis and the general understanding of the challenges related to communication with the marketplace. The students in this career path can explore wide range of career opportunities. For example, corporate marketing strategist; marketing associate; marketing manager at a start-up.

an image of a notebook and the words leads, prospects, and customer pinned to a board,

Sales and Communications

This career path, focuses on digital media strategies; digital communication, PR and personal selling. The job opportunities in this track are in sales related jobs, digital marketing analysts; PR professionals, social media analyst, digital marketing consultants, digital sales managers.

UPCOMING ADMISSION INFORMATION SESSIONS

Monday, May 12, 2025 from 6-7 p.m. | Virtual Session | Register
Monday, Jun. 9, 2025 from 6-7 p.m. | Virtual Session | Register

MArketing: where creativity and analytics intersect.

A business degree with a focus on marketing offers a versatile and rewarding career path. Here are some compelling reasons to consider this academic pursuit:

Diverse Career Opportunities:
- Digital Marketing: Leverage your skills in social media, SEO, and content marketing to drive online engagement.
- Brand Management: Develop and maintain strong brand identities, ensuring consistent messaging and positioning.
- Advertising: Create persuasive campaigns across various media channels to reach target audiences.
- Market Research: Analyze consumer behavior and market trends to inform strategic decisions.
- Public Relations: Manage company reputation and build relationships with media and stakeholders.
- Sales: Drive revenue by understanding customer needs and closing deals.
Strong Demand for Marketing Professionals:
- Global Market Expansion: Businesses are increasingly expanding their reach, necessitating skilled marketers to navigate diverse cultures and preferences.
- Digital Transformation: The digital age has revolutionized marketing, creating a constant demand for professionals who can adapt to new technologies and platforms.
- Data-Driven Marketing: As data analytics becomes more sophisticated, marketers with strong analytical skills are highly sought after.
Develop Essential Skills:
- Creativity and Innovation: Generate fresh ideas and unique approaches to marketing challenges.
- Analytical Thinking: Use data to make informed decisions and measure campaign effectiveness.
- Communication Skills: Effectively convey messages to diverse audiences, both verbally and in writing.
- Problem-Solving: Identify marketing issues and develop creative solutions.
- Adaptability: Stay updated with industry trends and adjust strategies as needed.

You'll be an asset to your organization when you are the one they turn to for a better understanding of consumer behavior, building brands, and driving business growth. A marketing can be specializing in marketing is an excellent choice to launch a fulfilling and rewarding career.

What Our Graduates Do

Marketing plays a vital role in any organization. Once you graduate from our program, you will be armed with the practical business skills and specialized knowledge in marketing to make an impact in any industry.

Common Roles

Account Representative
Brand/Product Manager
Business Development Manager
Customer Services Representative/Manager
Digital Marketing Specialist
Marketing Manager
Market Research Specialist
Research Analyst
Retail Manager
Sales Representative

Dean Raju Balakrishnan and three male Merrick School of Business students

A Message from Dean Raju Balakrishnan

A degree from the Merrick School of Business is more than just a qualification; it's a passport to a world of opportunity.

Raju Balakrishnan, Ph.D. Dean, Merrick School of Business

Read Full Story

We believe that ambition, hard work and resilience are the truest indicators of success.

The University of Baltimore Merrick School of Business helps you achieve your career goals. We value your real-world experience and believe it brings a valuable perspective to the classroom. Whether you’re looking to launch your career, seek a promotion or even a career change, our programs provide the support and network you need to succeed. You'll be taught by professors who aim to equip you with the skills needed in a dynamic business environment and you’ll learn alongside a diverse group of classmates, gaining from their perspectives while enriching theirs with yours.

Image of the Thumel Business Center Building on the University of Baltimore campus.

The Merrick School of Business holds AACSB International accreditation. This is the world's leading standard-setting body for business education, and accredits only 6 percent of the world's top business schools, recognizing them as trailblazers in teaching, research, and societal impact.

We started in 1925 in Baltimore with a simple mission—to offer access to life-changing educational opportunities tailored to working adults. In the evening hours, long after traditional schools closed, students came to our urban campus to achieve their goals, one class at a time. Those classes—and how they are offered—have evolved, but our mission holds true. Learn more about the University of Baltimore story.