Students majoring in Marketing at the James Madison University earn of Bachelor of Business Administration (B.B.A). The marketing curriculum focuses on traditional and online marketing skills that are needed in today?s business environment. The curriculum develops competence in five areas: factual and conceptual knowledge, problem solving skills, communication skills, experiential learning and use of information technology.

The program has two concentration areas:

• Professional Sales Concentration -?The professional sales concentration will help you understand the basics of selling and how to form positive, effective relationships with business customers.
• Digital Marketing Area of Emphasis -?The emerging digital marketing sector is attracting marketing graduates interested in marketing analytics, search engine optimization, content marketing and mobile marketing.?

Goals

• To deliver a solid foundation of the concepts and theories of the?marketing?discipline, including market environmental issues; strategic market planning, implementation and evaluation;?marketing?research; buyer behavior and market segmentation; and development of?marketing?programs.
• To engage students in critical thinking processes, requiring in-depth analysis of qualitative and quantitative market data and development of subsequent?marketing?strategies based on this analysis.
• To enable students to evaluate?marketing?alternatives and commit to a course of action, using financial, organizational, environmental and ethical criteria as bases for decision making.
• To teach students a variety of information technology tools and techniques to improve?marketing?and overall business performance and deliver greater value to customers.
• To facilitate students' continuing development of listening, writing and oral communication skills.
• To develop students'?marketing-based interpersonal skills, such as group-based negotiation, consensus building, delegation and performance evaluation.

• To integrate classroom study with exposure to industry practices throughout the?marketing?curriculum and ensure?marketing?students access to experiential learning opportunities in?marketing?career tracks.