Program Objective

The purpose of the Business Administration in Marketing program is to expose students to the latest theories, trends, technologies and practices related to the field of marketing, as well as to provide them with the unique competitive edge of integrating human sciences and digital technologies in the process of connecting objects (products and services) with subjects (customers and subjects).

The learning journey emphasizes the development of innovation capabilities, communication skills, and the generation of insights leading to enhance the creation of emotions and behavioral predictive capabilities.

What are you going to be?

Linear icon of a target shooting

Successful Marketing Strategist

Linear icon of two dialog bubbles

Efficient Comunicator

Linear icon of a magnifying glass showing a chart

Market Research Analyst

Students Holding books outside the campus

Program Description

The program has been structured including the following components: (i) General Education (30 credit hours); (ii) business core (30 credit hours); major courses (60 credit hours).

The Business Administration in Marketing program prepares professionals for a career in Marketing with a foundation in principles of business such as finance, statistics, accounting, management and more. It covers general business principles and marketing practices in order to prepare the students in a career in the field. Students develop skills in problem solving, marketing processes, decision making and marketing decision making. The program is comprised of 40 courses and a total of 120 credits.

Program Outline

General Education – Required (10 courses: 30 credits)
  • English Composition
  • Principles of Communication
  • Introduction to Philosophy and Ethics
  • Fundamentals of Logic and Critical Thinking
  • Fundamentals of Human Behavior
  • College Mathematics
  • Principles of Macroeconomics
  • Principles of Microeconomics
  • Fundamentals of Research Methodology
  • General Education Elective
General Education Electives (select 1 course: 3 credits)

Select one of these:

  • Fundamentals of Leadership
  • Spirituality and The Science of Happiness
  • Technology, Humans and Society
  • General Education Biology
  • Introduction to Environmental Science
Business Core – Required (10 courses: 30 Credits)
  • Principles of Project Management
  • Principles of Management
  • Fundamentals of Marketing
  • Fundamentals of International Business
  • Financial Accounting
  • Lineal Statistics and Modeling
  • Sales Management
  • HR Management
  • Managerial Accounting
  • Global Supply Chain Management
Major Courses – Required (17 courses: 51 credits)
  • Strategic Pricing
  • Personal Branding
  • Multivariate Statistics
  • Marketing Analytics and Decision Making
  • Cross-Cultural Consumer Behavior
  • Digital Marketing and Social Media
  • Strategic Segmentation and Positioning
  • Insights and Marketing Intelligence
  • Brand Architecture and Development
  • Cross-Cultural Advanced Communication Strategies
  • Strategic Innovation and New Product Development
  • International Business Simulation
  • Systems Dynamics and Problem Solving
  • Introduction to Artificial Intelligence and Machine Learning
  • Marketing Research Project
  • International Marketing
  • Retailing and Trade Marketing: A Multinational Approach
Areas of Concentration – Required (3 courses: 9 credits)

Concentration I – Business Analytics:

  • Introduction to Modeling
  • Data Visualization and Communication
  • Forecasting

Concentration II – Digital Entrepreneurship:

  • Digital Business Models
  • Digital Entrepreneurship Process
  • Platform Strategies

Concentration III – Custom Centric Innovation:

  • Innovation Consumer Experiences/Journey
  • Content Marketing
  • Psychology of Persuasion