Bachelor of Science in Marketing

As a Marketing major at St. Edward’s, you’ll learn how organizations understand customers, build brands, evaluate opportunities and drive measurable growth. The program combines marketing strategy and creativity with a strong emphasis on digital marketing, marketing analytics and the responsible use of AI.

Through coursework in consumer behavior, marketing research, digital marketing, social media, marketing analytics and strategy, you’ll learn how to collect and interpret data, identify customer insights and translate those insights into effective marketing decisions. You’ll also gain experience using AI-enabled tools to support research, analyze information, develop marketing content and improve campaign performance.

Your studies will help you build valuable, career-ready skills, including:

• Digital and social media marketing
• Marketing analytics and data interpretation
• Consumer and market research
• Content creation and campaign development
• Strategic thinking and problem-solving
• Communication and presentation skills
• Project management and collaboration

Students can further expand their expertise through the Digital Marketing minor, which provides additional experience with digital platforms, professional certifications and marketing performance metrics valued by employers.

Supported by faculty mentors and hands-on learning opportunities, you’ll graduate prepared for careers in marketing analytics, digital marketing, advertising, brand management, market research, social media, product marketing, sales and related fields—or for continued study in graduate school.

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Marketing
The Bachelor of Business Administration in Marketing combines a comprehensive business foundation with advanced study in marketing strategy, consumer behavior, research, digital marketing and analytics.

Major Requirements: 
The BBA in Marketing requires 63 hours of major coursework.

General Education Requirements: 
All majors require 44 hours of general education that students complete over four years, in addition to their major courses.

View and download the full degree plan for our Marketing major (PDF).

A few examples of the Marketing courses students take:

• Advanced Marketing Management – Develop and execute an integrated marketing plan for a nonprofit or for-profit organization. Apply marketing strategy, audience insights, performance measures and multiple communication channels to address a real organizational challenge.
• Digital Marketing and Analytics – Learn how organizations manage and evaluate their digital presence. Use customer and campaign data to assess online performance, understand audience behavior and recommend a digital marketing strategy.
• Social Media Marketing – Create a social media marketing plan for a real-life client, and become certified in a social media management tool.
• Marketing Research – Design and conduct research with a real-life-client helps to better understand customers, markets and business opportunities. Gain experience collecting, analyzing and communicating quantitative and qualitative information.

The Department of Marketing, Operations and Analytics continually reviews the curriculum to keep marketing education relevant as digital platforms, analytics methods and AI technologies reshape the profession. 

Yes.  Students interested in expanding their marketing expertise may pursue the Digital Marketing minor. The minor focuses on digital marketing platforms, professional certifications, marketing analytics and performance measurement. The curriculum also introduces the responsible use of AI-enabled tools for activities such as research, content development, audience insight and marketing optimization.

The minor can complement majors in business, communication, graphic design, computer science, behavioral sciences and other fields in which understanding customers and communicating value are important.

As a Marketing major, you’ll take courses designed around practical skills employers value, including strategic planning, digital marketing, research, analytics, communication and the responsible use of AI. You’ll apply these skills through client projects, simulations, internships, professional certifications and interactions with marketing professionals.

Experiential Education

Your classes will introduce marketing theories and best practices and then give you opportunities to apply them to real business questions.

Examples include:

• In Principles of Marketing, students use a marketing simulation to make decisions and evaluate business outcomes. 
• In Marketing Research, students work with local nonprofits or other client to conduct a real-world research project. 
• In Buyer Behavior, students collect and analyze data for projects such as conjoint analysis and market segmentation using cluster analysis. 
• In Social Media Marketing, students develop a social media marketing plan for a real client and gain experience with a professional social media management platform. 
• In Marketing Metrics, students work with digital performance measures and pursue certification in Google Analytics. 
• Across the curriculum, students may use AI-enabled tools to support research, explore data, generate ideas and evaluate possible marketing actions while learning to verify outputs and apply sound professional judgment. 

These experiences help students move beyond simply reporting information. They learn to interpret results, communicate insights and recommend actions that address client and organizational goals.

Certifications

Other classes will offer the opportunity to get certified in technologies like Hootsuite, HubSpot Inbound, and Google Ads.  Certifications allow students to demonstrate familiarity with current digital tools while their coursework helps them understand the strategy, analytics and decision-making behind those tools.

Internships

Students gain practical experience by completing internships in professional environments. These opportunities allow them to apply marketing strategy, communication, analytics and digital platform skills while developing professional networks. Our students have recently interned at the following organizations:

• Found Media Group, an Austin marketing and advertising agency
• The social media department of Costco Wholesale Corporation’s corporate office
• Reality Based Group, a company specializing in the customer experience management space
• ScaleFactor, and Austin-based business financial software company
• Texas Association of Realtors
• Disney College Program at Walt Disney World in Orlando
• South by Southwest Music Festival planning department

The Office of Career and Professional Development also coordinates workshops that feature local marketing, advertising and communication professionals. Students have networked at these events and made connections that led to them being hired full-time.

Student Organizations

Marketing students can extend their learning beyond the classroom through professional programs, guest speakers, campus organizations and networking activities.

The Hilltop American Marketing Association connects students with industry professionals and helps members develop career skills. The Distinguished Marketer Speaker Series brings marketing professionals to campus to discuss developments in areas such as digital media, brand strategy, analytics, design, customer experience and social media management.

Students can also develop practical experience by serving as a marketing officer, communications coordinator, content creator, analytics lead or social media manager for one of the university’s student organizations.

Marketing faculty members bring years of direct experience in both small and large organizations, including Motorola, Compaq, Dell, AMD, Dun & Bradstreet, Verizon Telecommunications, Mitel Networks, Cornerstone OnDemand and General Motors, to the classroom.

Faculty are involved with professional organizations, publications and local businesses. Many are highly skilled in digital marketing, marketing metrics and statistical techniques.

View a list of our faculty members and their contact information on the Department of Marketing webpage.

Marketing analytics is integrated throughout the curriculum rather than treated as a single, isolated topic. Students learn how data can be used to better understand customers, segment markets, evaluate campaigns and support strategic decisions.

Depending on the course, students may gain experience with:

• Customer and market research data 
• Digital and social media metrics 
• Website and campaign performance 
• Customer segmentation 
• Conjoint analysis 
• Statistical analysis 
• Marketing dashboards and data visualization 
• Marketing return on investment 
• Interpretation and presentation of analytical findings 

The goal is not only to teach students how to calculate or report metrics. Students learn how to determine which measures matter, explain what the results mean and recommend actions that help an organization achieve its objectives.