Marketing, B.A.
The undergraduate program in Marketing prepares students to achieve success in the contemporary marketing landscape. The Marketing program provides the skill sets necessary for careers in the following areas: digital marketing and advertising, market research, event marketing, corporate and nonprofit marketing, campaign design and execution, print and collateral marketing, media marketing, sales, copywriting, small business marketing, and more—across a mix of B2B and B2C initiatives. The Marketing program also provides a foundation for graduate studies in Marketing, Business, Communications, and Public Relations.
Program Learning Outcomes (PLOs)
At the completion of the program, students will be able to:
PLO-1. Identify target markets and audiences for customized marketing campaigns.
PLO-2. Differentiate for-profit, non-profit, B2B, and B2C marketing approaches.
PLO-3. Design and execute marketing campaigns ethically and across a variety of platforms.
PLO-4. Generate and explain campaign analytics and KPIs to measure service or product movement.
PLO-5. Recognize and apply the most contemporary digital marketing trends, including social media, and online advertising.
PLO-6. Interpret the marketing and advertising creative design process, which involves collaborating with creative departments and working on marketing copy and mock ups.
PLO-7. Invent and shape branding across a variety of products and services with a focus on consumer behavior.
Program Details:
- Requires 180 QH including 60 QH of General Education for completion
- Requires a minimum grade of “C” in all program major courses
- Students may complete any minor or concentration that is not in the same area of study as their program major. Students must consult with their Academic Advisor to select a minor or concentration that best fits their career and personal goals.
Required Courses
General Education Requirements
Communications
The following courses are recommended:
| ENG 101 | Beginning English Composition | 5 |
| ENG 201 | Intermediate English | 5 |
| ENG 203 | Effective Speaking for the Undergraduate | 5 |
Note: Students transferring credit from other institutions or applying coursework previously completed at NLU may use any three general education courses in the following disciplines: academic writing, oral communications, and any course in the area of communications.
Humanities and Fine Arts
Choose two courses from the list below:
| ART 105 | Race, Identity and Experience in American Art | 5 |
| ART 106 | Race, Identity and Experience in American Art I | 2 |
| ART 107 | Race, Identity and Experience in American Art II | 3 |
| HIS 103 | History Across the Globe | 5 |
| PHI 107 | Introduction to Ethics and Social Critique | 5 |
Note: Students transferring credit from other institutions or applying coursework previously completed at NLU may use any two general education courses in the following disciplines:
- Humanities: foreign language, history, literature, philosophy, religious studies, interdisciplinary humanities and fine arts, interdisciplinary humanities and social sciences
- Fine Arts: visual arts (including art history, art appreciation, and studio arts, such as drawing, painting, digital art, or film), film and cinema studies, and performing arts (including music appreciation, music theory, and music performance, theatre appreciation and performance, and dance)
Mathematics and Natural Sciences
Choose three courses from the list below (one must be math and one must be a natural science):
Note: Students transferring credit from other institutions or applying coursework previously completed at NLU may use any three general education courses in the following disciplines:
- Mathematics: college-level and not developmental in nature
- Natural Sciences: physics, chemistry, earth science, astronomy, geology, physical geography, biology, human anatomy and physiology, microbiology, genetics, botany and zoology; and interdisciplinary fields such as environmental science, and ecology and conservation
- Mathematics or Natural Sciences
Social and Behavioral Sciences
Choose two courses from the list below:
| ECO 200 | Macroeconomics for Today’s Professional | 5 |
| GEN 210 | Think Global-Perspectives from the Field | 3 TO 5 |
| HIS 102 | Civics and American Government | 5 |
| HIS 212 | Think Global: Movements in US History and its Impact on Society and School | 5 |
| PSY 101 | Introduction to Psychology | 5 |
| SOC 101 | Foundational Sociology | 5 |
| SOC 204 | Contemporary Chicago | 5 |
| SOC 222 | Culture and Identity | 5 |
| SOC 250 | Cultural and Ethnic Movements in the United States | 5 |
Note: Students transferring credit from other institutions or applying coursework previously completed at NLU may use any two general education courses in the area of Social and Behavioral Sciences in the following disciplines: anthropology, economics, geography, history, human geography, political science, psychology, sociology, interdisciplinary social/behavioral science, interdisciplinary humanities and social and behavioral science.
Additional General Education Requirements
| GEN 103 | Student Success Seminar | 5 |
| or | |
| GEN 203 | NLU & You: Tools & Strategies for Student Success | 3 |
Note: GEN 103 is required for the first-time freshman students only. Students transferring in less than 90 QH are required to complete GEN 203.
Career Development Requirements
First-time Daytime Students
| CAR 214 | Creating and Communicating the Professional Brand | 5 |
| or | |
| BRV 200 | Braven Leadership and Career Accelerator | 5 |
| and | |
| CAR 295 | Career Service Learning | 5 |
Transfer Students
| CAR 202 | Creating Professional Identity | 0 TO 2 |
| CAR 203 | You The Professional | 3 |
Program Requirements - 60 QH
| MKT 205 | History of Advertising | 5 |
| MKT 300 | Principles of Marketing | 5 |
| MKT 310 | Branding and Content Creation | 5 |
| MKT 315 | Marketing for Nonprofits | 5 |
| MKT 316 | Event Marketing | 5 |
| MKT 320 | Niche Marketing: Sports, Entertainment, Hospitality | 5 |
| MKT 324 | Small Business Marketing | 5 |
| MKT 405 | Digital Marketing and Advertising | 5 |
| MKT 410 | Market Research for Design and Innovation | 5 |
| MKT 422 | Consumer Behavior | 5 |
| MES 205 | Social Media Networking | 5 |
| CAR 490 | Internship Practicum | 5 |
Electives
Choose additional courses to total 180 QH. These hours may be satisfied by completing any minor or concentration in consultation with your Academic Advisor.