Marketing involves identifying and satisfying the wants and needs of customers and businesses through exchanges that create value for all parties to the exchange. To do this effectively, marketing develops and maintains customer relationships, and creates a strategic position in the marketplace relative to competitors. Marketing activities include brand management, marketing research, product development and launch, pricing, marketing channel management and logistics, and integrated marketing communications activities, such as advertising, sales promotion, and personal selling. In the contemporary business environment, digital marketing fundamentals are important for creating customer experiences and enhancing brand value.

Requirements for the Major in Marketing, B.S.

Students seeking the Bachelor of Science degree in Marketing must complete a minimum of 120 credits including the following requirements:

General Education Requirements

In order to graduate on-schedule without taking additional courses, it is highly recommended that students meet with an Undergraduate Academic Adviser concerning the selection of all of their General Education courses.

Each candidate for an Oakland University baccalaureate will need to satisfactorily complete approved courses in each of the following areas: Foundation, Exploration, Integration, Writing, U.S. Diversity, and Capstone. For details, refer to the General Education Requirements section of the catalog.

Business Pre-Core Required Courses

• course Financial Accounting (4) 

• course Managerial and Cost Accounting I (4) 

• course Public Speaking (4) 
  or course Group Dynamics and Communication (4) 
  or course Communication in Organizations (4) 
  or course Communication in Leadership (4) 
  or course Interpersonal Conflict (4) 

• course Principles of Global Macroeconomics (4) 
  or course Principles of Macroeconomics (4) 

• course Principles of Microeconomics (4) 

• course Business Problem Solving with Information Technology (3) 

• course Linear Programming Elementary Functions (4) 
  or course College Algebra (4) 
  or course Precalculus (4) 
  or course Calculus for the Social Sciences (4) 
  or course Calculus I (4) * 

• course Statistical Methods for Business I (3) 
  or course Introduction to Statistical Concepts and Reasoning (4) 
  or course Applied Probability and Statistics (4) 

• course Statistical Methods for Business II (3) 

• course ACHIEVE I (0) 

• course ACHIEVE II (0) 

*If a student places into and completes course or course with the required minimum grade, course or course or course is not required.

Business Core Required Courses

• ​course Managerial Economics (3) 

• course Managerial Finance I (3) 

• course Legal Environment of Business (3) 

• course Management Strategies and Policies (3) 

• course Management Information Systems (3)  

• course Marketing (3) 

• course Introduction to Organizational Behavior (3) 

• course Introduction to the Management of Human Resources (3) 

• course Operations Management (3) 

• course Business Writing (4) 
  or course Advanced Critical Writing (4) 

Required for the Marketing Major:

• course ACHIEVE III - Marketing (0)

• course Consumer Behavior (4)

• course Marketing Research (4)

• course Strategic Marketing Management (4)

Electives (Choose 4):

• course Integrated Marketing Communications (3)    

• course  Digital Marketing (3) 

• course Social Media Marketing (3) 

• course Digital Marketing Design and Analysis (3)   

• course Distribution Channels Management and Retailing (3)   

• course Marketing Logistics and Supply Chain Management (3)   

• course Professional Selling (3)    

• course International Marketing (3)   

• course Product Management (3)    

• course Entrepreneurial Marketing (3)    

• course Business to Business Marketing (3)    

• course Seminar in Marketing (1 TO 4) 

• course Negotiations & Deal-Making (3)  

• course Sports Business Management and Marketing (3)  

Additional Requirements

Students must complete the core program and the requirements of 1 of the business majors in the SBA with a minimum grade of C in each of the pre-core, core, major courses, and major-dependent concentration courses. Once admitted to the business program as a pre-business or undecided business student or major, a student must complete all of the remaining business core, major and business minor coursework for the degree at Oakland University.

Students must complete at least 31 credits of courses offered by the School of Business Administration, excluding course, course or course, course, course and course and course. Of these 31 credits, at least 12 credits must be in the student’s major.

Students earning an additional major are permitted to do so in all areas except general management. No more than 4 credits of independent study (4996) courses may be used to meet the Major Elective Requirement. Courses numbered 3800 and 4900 may be repeated for up to 8 credits provided the topics are different. All major courses require a 2.6 GPA or better or major standing to take these courses (excludes Economics and non-SBA major courses).

Optional Concentration in Digital Marketing

Designed for students pursuing a B.S. in Marketing, the Digital Marketing Concentration equips students with the skills needed to thrive in today’s digital-first business environment. The program emphasizes how organizations leverage online platforms and emerging technologies to achieve strategic goals and connect with target audiences. Through a blend of theory and hands-on application, students develop expertise in social media marketing, digital marketing design and analysis, marketing research and more, all within the framework of a comprehensive business education. Graduates are prepared to lead data-driven marketing initiatives that deliver measurable results. The Digital Marketing concentrations is only available to students enrolled in the Marketing, B.S. program. The concentration will be noted on the student’s transcript.

To earn a Bachelor of Science in Marketing with a concentration in Digital Marketing, students must fulfill all requirements of the major and the concentration. The concentration requirements below will replace some requirements of the Marketing major, where noted.

Required for Digital Marketing Concentration:

Replaces the "Required for the Marketing Major" requirement in the Marketing major.

• course ACHIEVE III - Marketing (0)

• course Consumer Behavior (4)

• course Marketing Research (4)

• course  Digital Marketing (3) 

• course Social Media Marketing (3) 

• course Digital Marketing Design and Analysis (3)   

• course Strategic Marketing Management (4)

Marketing elective courses - choose 1:

Replaces the "Electives (Choose 4)" requirement in the Marketing major.

• course Integrated Marketing Communications (3) 

• course Distribution Channels Management and Retailing (3)   

• course Marketing Logistics and Supply Chain Management (3)   

• course Professional Selling (3)    

• course International Marketing (3)   

• course Product Management (3)    

• course Entrepreneurial Marketing (3)    

• course Business to Business Marketing (3)    

• course Seminar in Marketing (1 TO 4) 

Applicable Minors

All Minors are applicable to this major with the exception of the following Minor(s): Business, Child Welfare, Digital Marketing, International Orientation for EGR/CS, Marketing, and Sustainability Engineering.