James Madison University
B.B.A. in Marketing
Harrisonburg, USA
DURATION
4 Years
LANGUAGES
English
PACE
Full time
APPLICATION DEADLINE
Request application deadline
EARLIEST START DATE
Request earliest startdate
TUITION FEES
USD 6,434 / per semester *
STUDY FORMAT
On-Campus
* in-state tuition fee | $15,076: out-of-state tuition fee. Additional fees may apply
Introduction
Marketing is an ideal field of study if you want an action-oriented, challenging, and in-demand career where you will be solving business problems using analysis and creativity.
As a JMU marketing major, you’ll be concerned with building long-term relationships and co-creating value with customers, clients, partners, and society at large.
Your studies will focus on the traditional sales and digital marketing skills needed to be prepared for lots of different types of marketing. Factual and conceptual knowledge, problem-solving, and communication are paired with experiential learning and the use of information technology. The result is developing expertise valued in a variety of business settings and industries.
Effective marketing professionals are essential for organizations to reach their sales goals and potential in the competitive and customer-oriented marketplace.
As part of the nationally recognized JMU College of Business, the marketing major prepares students to assume professional and leadership roles in the rapidly changing, technically-oriented and competitive world of marketing by helping students develop specialized skills in the management of customer relationships through the creation, communication, and delivery of value to customers. The curriculum provides a solid foundation of the knowledge and skills needed to develop effective marketing efforts. The major offers a concentration in Professional Sales and an area of emphasis in Digital Marketing.
Students gain knowledge and experience through general education courses, the College of Business core curriculum, and the marketing major with various combinations of required and elective marketing courses. Marketing faculty and staff work with students in small classes and individually to help them build leadership and team skills. Strong connections are made between in-class study and the business world through experiential course projects, case studies, simulations, independent studies, and internships.
Marketing majors conform to the general structure of the B.B.A. degree program. The B.B.A. degree in marketing requires a minimum of 120 credit hours of undergraduate coursework.
Gallery
Admissions
Curriculum
JMU’s marketing program allows you to pursue a broad perspective of the marketing discipline, or to tailor your course of study to focus on the specialized areas of professional sales or digital marketing.
Discover more about the courses we offer from the marketing professors and explore your options.
Internships and externships are important steps in preparing for a career in your field of study. They can also enhance your transcript and even be used for academic credit.
Recommended Academic Plan for Marketing majors
The College of Business recognizes all students as individuals. The recommended academic plan for marketing majors is intended as an example only. For instance, some students may be prepared to take COB 300 during the 2nd semester of their sophomore year, particularly those with numerous AP and dual enrollment hours. Students are encouraged to develop individualized academic plans in consultation with their Marketing Academic Advisor and taking into account unique skills, interests and goals. For specific course listings, please refer to the undergraduate catalog.
- Freshman – First Semester: GenEd (C1), GenEd (C1), GenEd (C2), MATH 205 (C3), ECON 200 (C4)
- Freshman – Second Semester: GenEd (C1), *GenEd (C3), COB 191, COB 204, ECON 201
- Sophomore – First Semester: GenEd (C2), *GenEd (C4), GenEd (C5), COB 241, COB 202
- Sophomore – Second Semester: GenEd (C2), GenEd (C3), GenEd (C5), COB 242, COB 291
- Junior – First Semester: COB 300A, COB 300B, COB 300C, COB 300D, Elective
- Junior – Second Semester: **COB 318, MKTG 384, MKTG 385, MKTG 430, Elective
- Senior – First Semester: MKTG 482, MKTG Elective, MKTG Elective, MKTG Elective, Elective
- Senior – Second Semester: COB 487, MKTG 485, MKTG Elective, Elective, Elective
C = Cluster. For example, C1 is a Cluster One course in the General Education (Gen Ed) Program at JMU.
*Four credits.
**COB 318 must be taken before COB 487.
Optional Concentrations
To officially pursue the B.B.A. in Marketing with a concentration in Professional Sales or Digital Marketing, students must declare the concentration within MyMadison. Those who declare a concentration at least one month before initial registration will have the opportunity to register for concentration-specific classes during that enrollment period (pending course availability and the meeting of pre-requisite requirements).
Professional Sales
The Professional Sales Concentration is designed for students seeking to launch their careers in the business-to-business domain. In conjunction with the programs and services offered by the JMU Center for Professional Sales, such as networking events and sales competitions, the curriculum prepares students to quickly succeed in the dynamic and competitive world of sales. Graduates work in industries such as technology, bio-medical and business services. Students are strongly encouraged to register for MKTG 430 as soon as possible after completing COB 300 because all marketing electives in the sales concentration build upon the content of MKTG 430. Students must complete MKTG 466 (Advanced Sales) and at least one of the sales-focused marketing electives below to earn a professional sales concentration.
- MKTG 455 – Sales Leadership
- MKTG 465 – Customer Relationship Management
Digital Marketing
The digital marketing sector is attracting marketing graduates interested in marketing analytics, social media marketing, paid search, display advertising, email marketing, search engine optimization, content marketing, mobile marketing, and integrated digital marketing strategy. To prepare for these exciting and emerging career opportunities, students are encouraged to complete marketing electives with a digital marketing emphasis. These courses help students to acquire an understanding of how cutting-edge technology and digital marketing strategies contribute to the achievement of organizational objectives. Students must complete at least two of the digital marketing-focused marketing electives below to earn the digital marketing concentration.
- MKTG 410 – Social Media Marketing
- MKTG 470 – Strategic Internet Marketing
- MKTG 477 – Digital Marketing Practicum (only offered in the spring)
The hands-on learning environment within the digital marketing area of emphasis lays the groundwork for students to successfully pass professional certification exams such as the Professional Certified Marketer (PCM), Google Analytics Individual Qualification (IQ), Google AdWords, Hootsuite Social Marketing, Facebook Blueprint, and Hubspot Marketing Certifications.
Marketing Electives
- MKTG 386
- MKTG 388
- MKTG 410
- MKTG 450
- MKTG 455
- MKTG 460
- MKTG 462
- MKTG 465
- MKTG 466
- MKTG 470
- MKTG 477
- MKTG 480
- MKTG 490
- MKTG 494
- MKTG 498
- MKTG 499
Recommended Minors
- Art
- Business Analytics
- Computer Information Systems
- Communication Studies
- Cultural Communications
- Creative Writing
- Economics
- Educational Media
- Entrepreneurship
- Environmental Management
- Film Studies
- Geographic Science
- Global Supply Chain Management
- Human Resource Development
- Music Industry
- Non-Profit Studies
- Political Communication
- Sport Communication
- Statistics
- Theatre
- Writing, Rhetoric and Technical Communication
- One of the Business languages
Career Opportunities
A successful career and a meaningful life is what it’s all about. Whether it’s an internship, a great first job or a top graduate school appointment, JMU Dukes make their dreams ignite. You will, too.
Here are current openings available to JMU students.
Jobs for JMU Students
Marketing
- Associate - Sales at RRD
- Content Strategy Associate at BKO
- Digital Marketing Associate at BKO
- Sr. Marketing Specialist, Acquisition Analytics & Performance at Comcast - Central Division
- Digital Media Specialist at Christian Aid Mission
- Graduate Development Program, Associate Analyst, Market Segmentation at National Grid
- Operations Specialist (Quality Assurance) - Digital Marketing at Digital Additive
- Account Coordinator at Digital Additive
- Email Coding Associate at MJH Life Sciences™
- Agricultural Marketing Specialist (General) at USDA, Agricultural Marketing Service
- End User & Marketing Representative at Apex Tool Group
- Global Marketing Manager at ECRI
- AT&T Marketing Excellence Program, Graduate Experience at AT&T
- AT&T Marketing Excellence Program, Early Marketing Experience at AT&T
- Tactical Marketing Specialist at Microchip Technology Inc.
- Global Account Manager at Cogent Communications
- 2023 L’Oréal USA Marketing Summer Internship - Undergraduate at L'Oréal
- Digital Marketing Manager (@ Boys & Girls Clubs of Greater Milwaukee) at Jobs That Help
- Retail Market Operations Trainee R270705 at Circle K Stores, Inc.
Sales
- Associate - Sales at RRD
- Content Strategy Associate at BKO
- Digital Marketing Associate at BKO
- Sr. Marketing Specialist, Acquisition Analytics & Performance at Comcast - Central Division
- Digital Media Specialist at Christian Aid Mission
- Graduate Development Program, Associate Analyst, Market Segmentation at National Grid
- Operations Specialist (Quality Assurance) - Digital Marketing at Digital Additive
- Account Coordinator at Digital Additive
- Email Coding Associate at MJH Life Sciences™
- Agricultural Marketing Specialist (General) at USDA, Agricultural Marketing Service
- End User & Marketing Representative at Apex Tool Group
- Global Marketing Manager at ECRI
- AT&T Marketing Excellence Program, Graduate Experience at AT&T
- AT&T Marketing Excellence Program, Early Marketing Experience at AT&T
- Tactical Marketing Specialist at Microchip Technology Inc.
- Global Account Manager at Cogent Communications
- 2023 L’Oréal USA Marketing Summer Internship - Undergraduate at L'Oréal
- Digital Marketing Manager (@ Boys & Girls Clubs of Greater Milwaukee) at Jobs That Help
- Retail Market Operations Trainee R270705 at Circle K Stores, Inc.
Social Media
- Mental Health Intensive Inhome QMHP at Pathways
- Assistant Account Executive, Sustainability at Edelman
- Assistant Director of Media Relations at Advancement (Virginia Tech)
- Commercial Lines Account Manager at Bravera
- Marketing Content Coordinator at Hunter Hotel Advisors
- Business Development Representative at 4 Brothers Commercial
- Social Media Associate at BKO
- Digital Marketing Associate at BKO
- Junior Community Manager at Edelman
- Associate Director of Communications at Emily Krzyzewski Center
- Loan Doc Prep Specialist - Bismarck or Dickinson, ND at Bravera
- Scientist- Cell Line Development and Engineering at AstraZeneca
- Corporate Relations Management Trainee 2023 at BNSF Railway
- Motion Designer (3D Animation) at Planit Advertising, Inc.
- Assistant Professor of English, tenure track at Montana State University - Northern
- Retirement Plan Administrator - Dickinson, ND at Bravera
- Sales Trainee at Medix
- Global Marketing Manager at ECRI
- Digital Content Manager at WFXR
Analytics
- bp Singapore Trading & Shipping Graduate Programme (2023) at bp
- Marketing Track - China (APAC Future Leaders MBA Program) at PepsiCo
- Commercial Track - China (APAC Future Leaders MBA Program) at PepsiCo
- Marketing Track - Thailand (APAC Future Leaders MBA Program) at PepsiCo
- Digital Marketing Associate at BKO
- Sr. Marketing Specialist, Acquisition Analytics & Performance at Comcast - Central Division
- (#R18234) Analytics Client Solutions Specialist - Americas Campus (June 2023) at FactSet Research Systems, Inc.
- (#R18233) Analytics Client Solutions Specialist - Americas Campus (February 2023) at FactSet Research Systems, Inc.
- Junior Community Manager at Edelman
- Digital Media Specialist at Christian Aid Mission
- Analyst, Industrial Brokerage at JLL
- 2023 Fixed Income Full Time Analyst Program (New York) at Morgan Stanley
- 2023 Fixed Income Summer Analyst Program (Houston) at Morgan Stanley
- GRADUATE STUDENTS: Civil Health Strategy and Policy Senior Consultant (Master's) at Booz Allen Hamilton
- Digital Marketing Specialist at KLA Corporation
- Digital Media Specialist at Christian Aid Mission
- Social Media Marketing at The College Review
- Customer Insights and Forecasting Analyst I/II - Hybrid at ALLETE Inc
- Graduate Students-Policy Analytics Senior Consultant (Master's) at Booz Allen Hamilton
Internships for JMU Students
Marketing
- 2023 Summer Corporate Internship - Brands/Marketing/Loyalty at Hilton
- Undergraduate Marketing Intern at Dell Technologies
- Intern - Sales at RRD
- Digital Marketing & Social Media Internship at Georgia State Games
- Jr Account Manager / Internship / Marketing at Core
- Luminis Health Marketing Intern at Luminis Health
- Motorparts: Demand Planning Analyst Intern - Summer 2023 (Southfield, MI or Remote) at Tenneco
- Marketing Assistant (Internship) at Ben Glass Law
- Marketing and Customer Insights Intern at Santander Bank, N.A.
- Digital Marketing Intern at Santander Bank, N.A.
- Marketing Intern at Leading Authorities, Inc.
- Digital Marketing Intern at Leading Authorities, Inc.
- Content Marketing Intern at Leading Authorities, Inc.
- Sales Representative Fellowship at BluShark Digital, LLC
- Marketing Operations Intern at Consumer Technology Association
- 2023 MBA Marketing Summer Internship at Reckitt
- BPI Client Services/Paid Media Fellowship Program-Spring 2023 at Bully Pulpit Interactive
- 2023 Markets Summer Analyst Program (New York) at Societe Generale
- Hershey Bears Marketing Intern at Hershey Entertainment & Resorts
Sales
- 2023 Summer Corporate Internship - Brands/Marketing/Loyalty at Hilton
- Undergraduate Marketing Intern at Dell Technologies
- Intern - Sales at RRD
- Digital Marketing & Social Media Internship at Georgia State Games
- Jr Account Manager / Internship / Marketing at Core
- Luminis Health Marketing Intern at Luminis Health
- Motorparts: Demand Planning Analyst Intern - Summer 2023 (Southfield, MI or Remote) at Tenneco
- Marketing Assistant (Internship) at Ben Glass Law
- Marketing and Customer Insights Intern at Santander Bank, N.A.
- Digital Marketing Intern at Santander Bank, N.A.
- Marketing Intern at Leading Authorities, Inc.
- Digital Marketing Intern at Leading Authorities, Inc.
- Content Marketing Intern at Leading Authorities, Inc.
- Sales Representative Fellowship at BluShark Digital, LLC
- Marketing Operations Intern at Consumer Technology Association
- 2023 MBA Marketing Summer Internship at Reckitt
- BPI Client Services/Paid Media Fellowship Program-Spring 2023 at Bully Pulpit Interactive
- 2023 Markets Summer Analyst Program (New York) at Societe Generale
- Hershey Bears Marketing Intern at Hershey Entertainment & Resorts
Social Media
- MRC Free Speech America Paid Internship - Spring 2023 at Media Research Center
- MRC Culture Paid Internship - Spring 2023 at Media Research Center
- Digital Marketing & Social Media Internship at Georgia State Games
- Luminis Health Social Media Internship at Luminis Health
- Luminis Health Marketing Intern at Luminis Health
- Social Media Intern at EHOMIE NEW YORK INC.
- Marketing/Creative Intern at The Home Depot
- Marketing Assistant (Internship) at Ben Glass Law
- Paid WCPI Communications/Development Internship Program (Spring 2023) at Women's Congressional Policy Institute
- WEB3 Interns - Music Industry at Ropeadope
- Digital Marketing Intern at Leading Authorities, Inc.
- Content Marketing Intern at Leading Authorities, Inc.
- Hershey Bears Marketing Intern at Hershey Entertainment & Resorts
- Social Media Marketing Intern (100% WFH) at Acadium
- Marketing Internship at RetireUS
- Intern, Target Field Events - Assistant Sales Coordinator at Minnesota Twins
- Intern, Owned Marketing & Social Media at Minnesota Twins
- Summer Journalism Internships in Digital/Editing/Business Reporting/Audience/Data at Dow Jones News Fund
- Marketing Social Media Intern at KCF Technologies, Inc.
Analytics
- 2023 Senior Marketing Data Scientist Intern at IBM
- Data Science Intern (Spring 2023) at Carrier
- bp Singapore Trading & Shipping Summer Internship Programme (2023) at bp
- Finance Intern Summer 2023 at McCormick and Company, Inc.
- Data Science PHD Intern at The Home Depot
- Data Science Graduate Internship at The Home Depot
- Data Science Undergraduate Summer Intern at The Home Depot
- 2023 Summer Internships – Dayton, OH at Reynolds and Reynolds
- Motorparts: Supply Chain Intern - Summer 2023 (Southfield, MI or Remote) at Tenneco
- Motorparts: Supply Chain Intern - Summer 2023 (Southfield, MI or Remote) at Tenneco
- Motorparts: Supply Chain Planning Intern - Summer 2023 (Southfield, MI or Remote) at Tenneco
- Motorparts: Demand Planning Analyst Intern - Summer 2023 (Southfield, MI or Remote) at Tenneco
- Motorparts: Software Engineering Intern - Summer 2023 (Southfield, MI or Remote) at Tenneco
- Communications Internship - Summer 2023 at Casey's
- Analyst Summer Intern at Rystad Energy
- 2023 Corporate & Investment Bank Markets Associate Program - Summer Internship - Quantitative Research (New York) at JPMorgan Chase & Co.
- AT&T Supply Chain Undergraduate Internships - Strategy & Consulting at AT&T
- AT&T Supply Chain Graduate Internships - Strategy & Consulting at AT&T
- 2023 Public Finance Summer Associate Program (New York) at Morgan Stanley
Scholarships and Funding
Madison awards more than 400 one- to four-year scholarships each year to incoming students. The primary criterion for merit-based scholarships is exceptional academic performance. Other selection criteria may include leadership, involvement, and career goals.
The Madison Scholarships Hub is the application center for all JMU Foundation scholarships at James Madison University. To access the Madison Scholarships Hub, log in to MyMadison. Under the Applicant tab, click on the Madison Scholarships Hub logo.
All students are encouraged to fill out the General Application in the Madison Scholarships Hub to be considered for various scholarship opportunities. Qualifications for the majority of our scholarships are based on the General Application information as well as information pulled directly from your admissions application.
Review the criteria carefully for any recommended scholarship opportunities you are presented with and if you meet the qualifications, click apply to submit the additional required information. Deadlines vary across departments so be sure to complete the General Application as soon as possible to receive full consideration. Some scholarship opportunities become available starting in the fall while others open later so be sure to check back in January, February and March.