Undergraduate

Business Administration: Marketing

Master both creative messaging and data-driven decision making, from crafting memorable traditional campaigns to engineering viral social media content.

Degree

Bachelor of Science

Location

Durham, NH

Courses

26*

Credit

128 hrs*

Full-time

3-4 yrs.

Part-time

N/A

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Paul College UnderGraduate Programs

The Business Administration Marketing major at UNH offers a dynamic education in modern persuasive communication and digital strategy. Here you'll be able to master both creative messaging and data-driven decision making, from crafting memorable traditional campaigns to engineering viral social media content.

With hands-on experience through our student-run marketing agency and real-world client projects in your senior year, you'll develop practical skills that translate directly to today's marketing careers. Whether you're interested in brand development, digital analytics, or creative strategy, the marketing program prepares you to make an immediate impact in the field.

*number of courses and course credit hours may vary, please reach out to your academic advisor for exact requirements

Paul College Undergraduate Programs

Key Links

Tuition Costs

Business Administration

Contact Cards

Professor

Ludwig.Bstieler@unh.edu

Paul College, Room 326, Durham, NH 03824

(603) 862-3306

What is marketing?

Marketing is about developing, establishing, and nurturing brands that create value for customers, partners, and society in general. As such, marketing is an activity and process to create, communicate, deliver, and capture value for various stakeholders. Marketers study consumer behavior to understand what they want. They help determine pricing, develop new products and services, and manage channels of product and service distribution. They also create and execute communications strategies to reach and persuade consumers to buy their product or service, including all forms of advertising, including social media, digital marketing, public relations, sales promotion, and personal selling.

Why study marketing at UNH?

In the business administration marketing major at UNH you will learn how to research markets and understand consumer behavior, develop, and maintain products and services of high value for customers. You’ll also learn how to use analytical methods to make marketing decisions, and how to deliver and communicate them across digital and traditional channels. The program emphasizes digital marketing and analytics across its courses. Marketing option students cap their studies with a real-world marketing project through the marketing workshop course in their senior year. Other hands-on experiences are available through our student-run digital marketing agency, sales competition group, marketing competition team, and study abroad experiences in the Dominican Republic.

Potential Careers

Advertising and promotions manager
Brand/Product manager
Digital marketer
Integrated marketing director
Market analyst
Market researcher
New product development manager
Sales professional
Social media manager
Supply chain manager

Curriculum & Requirements

Program Description

The Option in Marketing focuses on how to develop, establish, and maintain products and services of high value for customers as well as how to deliver and communicate them, from both digital and traditional perspectives. The option addresses key linkages critical to effective customer and brand management, from understanding customer needs and problems to delivering appropriate solutions and services. It further examines decision choices facing managers concerning market selection, entry timing, positional advantage to be pursued, targeting, and executional approaches. The option emphasizes digital marketing and analytics across its courses.

Degree Plan

Sample Degree Plan

This sample degree plan serves as a general guide; students collaborate with their academic advisor to develop a personalized degree plan to meet their academic goals and program requirements.

Plan of Study Grid
First Year
Fall		Credits
ADMN 401 or ADMN 410	or Management Information Systems	4
ECON 401 or ECON 402	Principles of Economics (Macro) or Principles of Economics (Micro)	4
MATH 422 or MATH 424A	Mathematics for Business Applications or Calculus for Social Sciences	4
Discovery
ADMN 403	Computing Essentials for Business	1
PAUL 405	Freshman Academic Experience I	1
	Credits	14
Spring
ADMN 410 or ADMN 401	Management Information Systems or	4
ECON 402 or ECON 401	Principles of Economics (Micro) or Principles of Economics (Macro)	4
ENGL 401	First-Year Writing	4
Discovery		4
PAUL 406	Freshman Academic Experience II	1
	Credits	17
Second Year
Fall
ADMN 502	Financial Accounting	4
ADMN 510	Business Analytics and Statistics	4
Discovery		4
Discovery		4
	Credits	16
Spring
ADMN 503	Managerial Accounting	4
ADMN 585	Marketing	4
Discovery		4
Discovery		4
PAUL 660 or PAUL 690	BiP-Social Intelligence Topics or BiP-Professional Intelligence Topics	2
	Credits	18
Third Year
Fall
ADMN 570 or ADMN 580	Introduction to Financial Management or Quantitative Decision Making	4
ADMN 575	Behavior in Organizations	4
MKTG 752 or MKTG 753	Marketing Research or Consumer/Buyer Behavior	4
Discovery		4
BiP Business in Practice (PAUL 660, 670, 680 or 690)		2
	Credits	18
Spring
ADMN 580 or ADMN 570	Quantitative Decision Making or Introduction to Financial Management	4
MKTG 753 or MKTG 752	Consumer/Buyer Behavior or Marketing Research	4
MKTG 763	Marketing Analytics	4
Course selected in consultation with advisor ¹		4
BiP Business in Practice (PAUL 660, 670, 680 or 690)		2
	Credits	18
Fourth Year
Fall
ADMN 775 & ADMN 700 or MKTG 775	Strategic Management: Decision Making or Marketing Workshop	4
Marketing elective		4
Course selected in consultation with advisor ¹		4
Course selected in consultation with advisor ¹		4
BiP Business in Practice (PAUL 660, 670, 680 or 690)		2
	Credits	18
Spring
MKTG 775 or ADMN 775	Marketing Workshop or Strategic Management: Decision Making	4
Marketing elective		4
Course selected in consultation with advisor ¹		4
Course selected in consultation with advisor ¹		4
	Credits	16
	Total Credits	135

¹: Students can explore a second option, second major, minor, or general electives.

Requirements for the Program

Degree Requirements

Minimum Credit Requirement: 128 credits

Minimum Residency Requirement: 32 credits must be taken at UNH

Minimum GPA: 2.0 required for conferral*

Core Curriculum Required: Discovery & Writing Program Requirements

Foreign Language Requirement: No

All Major, Option and Elective Requirements as indicated.
*Major GPA requirements as indicated.

Major Requirements

A typical plan of study follows, showing the major-required courses. Students take 16-18 credits per semester. Discovery Program requirements (including the Inquiry requirement in the first two years) and elective courses are taken as well. Students are expected to follow this course plan. In the first three semesters, students cannot take more than two major courses in a single semester. The options have additional requirements as noted. For a detailed schedule/plan of study for each option, students should check with the Paul College Undergraduate Programs and Advising Office for specific recommendations.

Course List
Code	Title	Credits
Required Courses
ADMN 401		4
ADMN 403	Computing Essentials for Business	1
ADMN 410	Management Information Systems	4
ADMN 502	Financial Accounting	4
ADMN 503	Managerial Accounting	4
ADMN 510	Business Analytics and Statistics	4
ADMN 570	Introduction to Financial Management	4
ADMN 575	Behavior in Organizations	4
ADMN 580	Quantitative Decision Making	4
ADMN 585	Marketing	4
ADMN 775	Strategic Management: Decision Making ¹	4
ECON 401	Principles of Economics (Macro)	4
ECON 402	Principles of Economics (Micro)	4
MATH 422	Mathematics for Business Applications	4
or MATH 424A	Calculus for Social Sciences
PAUL 405	Freshman Academic Experience I	1
PAUL 406	Freshman Academic Experience II	1
PAUL 660	BiP-Social Intelligence Topics ²	2
PAUL 670	BiP-Analytical Intelligence Topics ²	2
PAUL 680	BiP-Competitive Intelligence Topics ²	2
PAUL 690	BiP-Professional Intelligence Topics ²	2

¹: This is the capstone course in the business administration program, and satisfies the capstone requirement of the Discovery Program. Students may be required to concurrently enroll in ADMN 700 PAUL Assessment of Core Knowledge (zero credits) for AACSB accreditation purposes.
²: Students may satisfy PAUL 660, PAUL 670, PAUL 680, PAUL 690 requirements through other courses/experiences with approved intelligence attributes assigned.

Depending of the choice of option and the specific requirements thereof, students may be able to take PAUL or non-PAUL electives in their junior or senior year.

Option in Marketing

Course List
Code	Title	Credits
Required Courses
MKTG 752	Marketing Research	4
MKTG 753	Consumer/Buyer Behavior	4
MKTG 763	Marketing Analytics	4
MKTG 775	Marketing Workshop	4
Select two courses from the following:		8
MKTG 644	Retail Management in an Omnichannel World
MKTG 649	Foundations of Personal Selling
MKTG 750	Marketing Strategy
MKTG 757	Integrated Marketing Communication
MKTG 760	International Marketing
MKTG 764	New Product Development
MKTG 765	Applications in Digital Marketing
MKTG 620	Topics in Marketing ¹
or MKTG 720	Topics in Marketing II
Total Credits		24

¹: Offerings will vary from semester to semester.

For additional courses, students are encouraged to meet with department faculty or with the Academic Advising Office for help in choosing a career track and additional courses.

Student Learning Outcomes

Program Learning Outcomes

Students will demonstrate proficiency in the core content areas of business.
Students will think critically to address business situations.
Students will demonstrate communication skills to interact effectively in business situations.
Students will identify and understand the ethical dimensions and implications of business decisions.
Students will demonstrate the ability to analyze a business situation by applying a multiple stakeholder lens.
Students will demonstrate an understanding of business practices as they relate to local, national and global competitiveness.

Explore Program Details

Advanced Degree Programs

Students interested in our Business Administration Marketing major may also be interested in these advanced degree offerings:

Full-Time MBA or Online or Hybrid MBA
- Six MBA options are available, but not required: Finance, Information Systems & Business Analytics, Marketing, Global Business, Growth and Innovation, and Healthcare Industry
Business Analytics Graduate Certification

Members of UNH Paul College's student-run digital marketing agency, Voice Z, gather at a table with their laptops, a banner that reads "Voice Z Digital" hanging behind them.

Voice Z Digital Marketing Agency

Have you ever dreamed of running your own marketing agency? Here's your chance. This student-run agency takes on real client projects, collaborates in teams, and offers hands-on experience solving genuine marketing challenges.

Professional Sales Group

Imagine starting your professional sales journey armed with high-stakes competition experience under your belt, extensive hands-on training, and connections to major companies.

A female student sits at a table in UNH's memorial union building and smiles at two professionals seated in front of her during UNH Sales Center's annual Speed Sell event.

American Marketing Association

Get the chance to tackle real business challenges, create and execute marketing events, and collaborate with clients – all while building an impressive portfolio that showcases your abilities. This is a collegiate chapter of a prestigious marketing association with over 30,000 members.