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Bachelor of Arts

The Bachelor of Arts in Marketing provides a variety of knowledge and skills applicable to nearly any industry where marketing efforts such as advertising, public relations, promotions and events, market research, sales, and ecommerce play a significant role in the growth of the organization. This bachelor’s program is designed to increase your self-motivation, self-confidence, and your ability to work well with others. You’ll discover creative problem solving and be taught how to take appropriate business risks and spot market trends as you prepare for careers in the corporate, government, and military sectors.

This program has been designed in consultation with industry business leaders and is accredited by the Accreditation Council for Business Schools and Programs (ACBSP).

Program Courses

The curriculum for this program follows industry trends to help ensure relevancy to today's marketplace. View all courses.

Program Objectives

In addition to the institutional and degree level learning objectives, graduates of this program are expected to achieve these learning outcomes:

  • 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.

View learning outcomes assessment results.

ACBSP Accredited

Degree at a Glance


Concentrations are designed to help you group courses together so you can further specialize in your field and pursue a more focused path to degree completion. You will be asked to select a concentration when you enroll in this program.

Explore the concentrations available for this program.



Examines current and proposed business processes and improvements, functional business capabilities, and project management. Topics include documentation suites; business functions; marketing’s role in society; development life cycles; distribution; and promotion and pricing decisions.

Sample Courses

  • BUSN330 - Fundamentals of Business Analysis I
  • BUSN331 - Fundamentals of Business Analysis II
  • BUSN332 - Business Use Cases
  • MKTG403 - Marketing Management
  • BUSN333 - Project Management for Business Analysts


This general concentration allows you to select from all concentration courses offered in this program, including marketing, sales, advertising, analysis, and public relations courses.

View other concentrations in this program to see more sample courses.

  • MKTG499 - Independent Study: Marketing
  • MKTG304 - Public Relations
  • MKTG305 - Advertising
  • MKTG407 - International Marketing
  • MKTG410 - Contracting and Negotiating

Internet-Web Technology

Offers a overview of the knowledge required to understand web technology tools used in marketing, including search engine optimization, website development, analytics, and general ecommerce.

Sample Courses

  • WEBD321 - Web eCommerce Development
  • WEBD323 - Search Engine Optimization
  • WEBD220 - Web 2.0 Fundamentals
  • WEBD122 - Introduction to Web Analytics
  • WEBD121 - Web Development Fundamentals


Lays the groundwork for understanding the sales process through critical thinking, creative and logical analysis, and effective oral, written, and electronic documentation skills. Explores business knowledge and decision making that support and facilitate lifelong professional development, as well as effective leadership in a sales team environment.

Sample Courses

  • MKTG301 - Principles of Sales
  • MKTG303 - Strategic Internet Marketing
  • MKTG307 - Consumer Behavior
  • MKTG403 - Marketing Management
  • MKTG410 - Contracting and Negotiating

Admission Requirements

  • All APU undergraduate programs require a minimum of a high school diploma or equivalent (i.e. GED).
  • Please read all undergraduate admission requirements before applying to this program and be prepared to submit the required documentation.
  • There is no fee to complete the APU admission application. View steps to apply.

Need help?

Selecting the right program to meet your educational goals is a key step in ensuring a successful outcome. If you are unsure of which program to choose, or need more information, please contact an APU admissions representative at 877-755-2787 or

Undergraduate Tuition Rates 

Per credit hour: $270 | $250 with military grant*

View Tuition and Fees Details  

*To help minimize out-of-pocket costs, APU offers a tuition grant for U.S. active-duty servicemembers, Guard, Reserve, military spouses and dependents, and veterans that caps undergraduate tuition at the military TA limit. See all military-affiliated student benefits.

Paying for School

Because our university is accredited by the Higher Learning Commission (HLC), (the same as the Ohio State University, Univ. of Chicago, and U.S. Air Force Academy, to name a few), we can accept the following forms of financial aid and payments:

Ways to Save

Undergraduate Book Grant

Books are provided online at no cost if you are enrolled in undergraduate courses for credit. The undergraduate book grant is estimated to save $600 per academic semester* if you are registered as a full-time student.

Transfer Credits

Accelerate your degree completion by taking full advantage of our transfer credit options, including credit for your previous college courses, military service schools, American Council on Education (ACE) and College Level Examination Program (CLEP) tests, and prior learning experiences.  

Employer Contributions

APU has educational partnerships with many employers and associations. Be sure to accurately enter your employer information when you complete our admissions application. Your employer might also offer a tuition reimbursement plan as one of your benefits.

*According to College Board Trends in College Pricing.

School of Business

School of Business

This program resides in the American Public University School of Business, where 18 of our 26 degree programs have earned specialized accreditation from the Accreditation Council for Business Schools and Programs (ACBSP). This distinction does not come easy! To earn ACBSP accreditation, programs need to demonstrate quality in the areas of teaching excellence, student learning outcomes, and a continuous improvement. On top of this, our accounting degree programs have also earned the prestigious ACBSP Specialized Accounting Accreditation.

APU School of Business courses are taught online by real-world practitioners who strive to bring expert knowledge and relevancy to our students. With input from industry advisory councils, the School of Business regularly examines and updates curriculum and introduces new programs such as our in-demand degrees in business analytics and our new Certified Public Accountant (CPA) exam preparation certificate.

At APU, we understand your need for flexibility because most of our students are working adult learners attending school around work and other life commitments. This is why we offer 8-week or 16-week online courses that start monthly. Through an online virtual classroom, you’ll communicate with students and professors in forum communities as you work to complete your weekly written assignments on your own schedule from anywhere in the world. And with our mobile application, you can even work offline and upload your assignments when you reconnect.

The mission of the APU School of Business is to prepare students to be leaders in the global business community. We encourage you to browse the School of Business webpage to learn more about what’s happening in the school and to find a program that’s right for you.