In addition to the institutional and general education level learning objectives, the Bachelor of Arts in Marketing also seeks the following specific learning outcomes of its graduates. With reference to each of the respective areas of marketing, graduates in this degree program will be able to: Relate and discuss the potential functions and applications of various management processes in the areas of planning, organizing, staffing, directing, leading, and controlling.
- Integrate the marketing function with fundamental business enterprise concepts and principles of management, finance, strategic planning, and information systems.
- Apply marketing principles to a particular business.
- Use marketing research to identify and exploit business opportunities.
- Critically analyze an organization’s marketing function and assemble and apply the various marketing strategies and techniques that align with the organization’s mission.
- Develop a strategic marketing plan.
American Public University is part of American Public University System, a regionally accredited university offering more than 100 degree and certificate programs at the associate, bachelor's, and master's levels. All courses are online, so students have the flexibility of taking classes any time or any place that fits their schedule. Our degree programs are designed to be challenging and relevant to working adults in both the public and private sectors and can help enhance their current career or prepare them for a career change.
Students come to our university from across the globe with varying educational backgrounds and diverse educational and career goals. Choose the category below that best describes you:
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Total Credits - 121 Hours
Law and Ethics in the Business Environment
This course develops skills for inquiry into the business environment from a legal and ethical perspective. Students explore the relationships between modern business and the environment, in addition to the ethical issues that arise when diverse interests intersect. Relevant topics will include contracts, commercial law (sales, secured transactions and creditors remedies), forms of business entities (including limited liability companies and corporations), agency, employer-employee relationships, real property concepts, bankruptcy, and negligence and strict liability concepts. Students will examine corporate governance and business ethics, with emphasis on case studies.
Microeconomics is an overview course that covers how households (consumers), firms (producers), and governments interact in competitive and other markets to set prices, and determine what and how much is produced. Key concepts introduced include the role of scarcity and choice, incentives and competition, and the law of supply and demand.
Introduction to Macroeconomics is a survey course that builds on the topics covered and skills developed in ECON101 (Microeconomics) in order to present a complete picture of the economy. Macroeconomics shows how consumers and markets fit into the overall or aggregated economy and provides a framework to assess government policies. Key topics covered will include economic cycles (growth and recession), economic indicators and measures and interest rates and money supply.
Budget Development and Execution
This course provides an in-depth focus and analysis of the four phases of the budget cycle -- formulation, review, execution and audit. It also explores the purposes of budget, including line-item budgeting, performance budgeting, zero-based budgeting and capital budgeting. Students must have access to Microsoft Word and Microsoft Excel software.
This course is a study of the moral and ethical responsibilities of managers in the conduct of daily activity inside and outside of the business enterprise. The morality of profit-making, fair and equal treatment of employees, and the responsibility of the business firm to the society in which it exists are analyzed and discussed. Equally stressed will be the idea of the individual's responsibility within the organization.
Principles and Theory of Marketing
This course is a comprehensive survey of marketing activities and the function of marketing in our economic system. Course topics include the analysis of markets, competition, consumer behavior, and the assessment of product, price, distribution, and promotion strategies.
Social Media Marketing
This course presents the use of online social networking as a marketing strategy designed to increase customer loyalty and lead conversion. Through the study of social media sites, students evaluate contemporary and emerging tools in the digital marketplace.
This course is a study of the conduct of marketing research to provide information to be used in the decision making process. Course topics include problem definition and solution in a marketing context, data collection methods, sampling, research design, statistical techniques in the analysis of market research information, and survey planning.
This course presents the analytical and decision-making processes involved in formulating, implementing, and controlling a strategic marketing program for a given product-market entry. It includes discussions of customer, competitor, and environmental analysis; market segmentation and targeting; competitive positioning; implementation; and control. Because the course assumes that the student is already familiar with many of the concepts and analytical tools relevant to these topics, it goes beyond a simple review of definitions and procedures to examine strategic implications. The course also explores how marketing interacts with other levels of strategy and with other functional departments within an organization.
This course introduces students to understanding the need to differentiate products and services. The course explores how branding can have an impact on purchasing decisions. Students learn branding methods to transcend industries and techniques to use branding as an asset.
This course deals with the elements and management of marketing channels. This course views marketing channel as an inter-organizational system. Students explore the task of making products and services available for consumption. The main emphasis of this course is on the initial design of marketing channel systems and management of relationships between system participants.
This course provides a sound understanding of an integrated approach towards marketing communications mix. The course assesses the impact of globalization of markets on marketing communications and provides an understanding of the cultural, legal and lifestyle of various cultures. This is an advanced writing course providing practice in producing marketing content for print, broadcast, online and public relations media. Commonalities and differences among writing formats, mechanics, and approaches of each medium are addressed.
Principles of Sales
This course explores the principles of selling in various situations encountered in interpersonal interactions. Effective and ineffective sales methods for both person to person and group selling are studied in order to increase the understanding of the sales process.
Strategic Internet Marketing
This course is a study of the concepts of Internet business models and how general managers must formulate and execute successful strategies in order to gain, defend, or reinforce a competitive advantage in the face of the Internet. Students will learn about the concepts and tools needed to analyze Internet business models for both start-ups and incumbent brick-and-mortar firms. This course covers Internet properties, value configurations, culture, ethics, demographics, international marketing and emerging public policy issues to include privacy and security. Topics include web page analysis, intelligence agents and the hardware and software tools necessary for Internet commerce.
This course is an introduction to public relations, covering strategies and tactics used by public relations professionals. The course emphasizes theory and skills needed to perform in the professional arena, including an introduction to research-based public relations campaigns. A major focus of the course for the student is a “walk through” of a public relations campaign that uses a checklist approach.
This course is a study and analysis of advertising's role in marketing operations. Course topics will include such areas as the integration of advertising into sales promotion, event marketing, direct response, and other varied support strategies.
This course is a study of the marketing process from a macro and management viewpoint. Topics may include the role of marketing in a society, management of a marketing staff, and the product, distribution, promotional, and pricing decisions.
This course is designed to develop marketing decision skills in the global context. The course focuses on international marketing theory and practice from the point of view of the marketing manager and the requirements of a business in the international marketplace. The emphasis is on the application of tools and methods of international marketing practices.This course builds on skills developed in previous course work and assignments by integrating these with the issues and concepts of international marketing. Consequently it is highly recommended that students taken MKTG300 prior to registering for this course.
Contracting and Negotiating
Students will explore the requirements for marketing to the federal government and corporate entities including an overview of proposals, performance, and bid or no bid decision making. This course describes the step-by-step process normally used in negotiating and preparing contracts, renewing contacts, and policies around breaking contract agreements. This course outlines the process and sets forth a set of flexible guidelines and methods designed to cope with the challenges of contract preparation and negotiating of contracts.
Independent Study: Marketing
This course is an opportunity for Marketing students to pursue an independent research project or examine a specific area of Marketing under the mentorship of a single professor. Participation is at the discretion of the faculty member. The student will produce a major research paper. There will be no examination. Students will submit a proposal prior to the start of the project. To be eligible for an independent study, students must be enrolled in a bachelors degree program, must have completed 24 hours at APUS toward their current degree program, and should have already contacted a professor and gained approval for the independent study topic. Once these conditions are met the student should contact his/her academic advisor. Once the course is open the student must complete an official online registration for the course.
Must take all required Learning Outcomes Assessments prior to graduation. See student handbook for details.
Foundations of Online Learning
This course is designed to provide a solid foundation for undergraduate study in the online environment. Students will be introduced to learning theory, the tools available in the online classroom and campus, and online research. Identification of personal learning style allows students to improve their study/learning techniques and prepares them to succeed in college level courses. Students will be introduced to formatting and citation styles. APUS policy and procedure is addressed. There is an emphasis on written communication to assist students in the transition to the online environment.
Senior Seminar in Marketing
This course is a capstone course designed to allow the student to review, analyze and integrate the work the student has completed toward a degree in Marketing. The student will complete an approved academic project or paper that demonstrates mastery of marketing principles, concepts, and study. This is a capstone course to be taken after all other Management courses have been satisfactorily completed. Student must have SENIOR standing to register.
Electives are typically courses available at your degree level that are not currently required as a part of your degree program/academic plan. Please visit the catalog to view a complete listing of courses.