Marketing - B.S.

Johnson and Wales University

The Marketing bachelor's degree program prepares students for careers in a variety of managerial and professional positions in the marketing industry. Students learn general marketing concepts and various functional specialties in fields such as digital marketing, research and creative strategy. As part of the program, students are offered the opportunity to develop expertise in consumer behavior, marketing analysis, strategic marketing, marketing communications, brand marketing and design, professional selling, international marketing, and marketing technologies such as data-driven marketing, digital media planning and search engine marketing.

Upon completion of the program, graduates are expected to:

• Apply the major concepts, skills and values of marketing in business situations.
• Communicate effectively to diverse audiences, purposes and situations through a variety of professional methods required in the marketing industry.
• Use decision-support tools to resolve contemporary business issues using ethical business practices.
• Analyze research and use critical thinking to identify and recommend appropriate solutions for client/brand marketing challenges.
• Develop branding and marketing strategies that are ethically sound and align with business objectives for local, national and global brands.

Students may apply these skills in programs such as directed experiential education, internships, and summer work or study abroad programs. These programs are tailored based on student learning and interests, and professional goals, designed jointly in collaboration with students, faculty advisers and business partners. Students also meet with faculty advisers to determine a career focus that best suits their desired professional objectives.

The Marketing program in Providence offers two specializations (15 credits) that enhance and strengthen the qualifications of graduates interested in Digital Marketing and Analytics and Creative Advertising. These specializations are intended to give students opportunities to develop expertise in a functional area that complements their major. Real-world applications are embedded in both specializations.

The Digital Marketing and Analytics specialization affords students who are either Marketing or Advertising & Marketing Communications majors the opportunity to gain additional knowledge and skills in the expanding digital marketing and research analytics industry. Students can pursue careers in digital media planning, digital analytics, database management, research management, search engine marketing and content marketing.