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2024-2025 Undergraduate Catalog
Marketing B.S., with Digital Marketing Concentration
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TOTAL DEGREE HOURS: 120
Plans of Study
Marketing is a dynamic field with many dimensions, including product selection and planning, product distribution, pricing, and promotion. Marketing poses many challenges and yields generous rewards for those who meet these challenges. Marketing operations are carried out domestically and internationally in all business organizations that offer a good or service. Many marketing concepts are applicable to the operations of non-profit organizations such as governmental, educational, and healthcare institutions, as well as charitable and political campaigns. Marketing operations provide the most visible links between the firm or institution and its many publics. Marketing deals with people who are constantly changing in their needs, wants, and desires; and coupled with these changing tastes is a fiercely competitive environment sustained by all the resources of a rapidly evolving technology. These forces lead to much of the challenge and dynamic nature of marketing.
The Marketing program prepares students for initial entry and management positions in many areas of marketing with a curriculum that is concerned with:
- Understanding how to attract and retain customers;
- Having the ability to find and analyze information;
- Being able to design, collect, and analyze marketing information to be used in managerial decision making;
- Using digital and traditional media to reach customers;
- Having personal communication skills that businesses demand;
- Being capable of writing an actionable marketing plan;
- Understanding and being able to apply the latest marketing concepts, including marketing automation.
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University Admissions - Muma College of Business
Admission to the University is based on the University’s Undergraduate Admission Requirements that may be found by clicking on the following urls:
Progression Requirements - Muma College of Business
All students entering USF for the first time in Fall 2017 or later, who subsequently earn three (3) D and/or F grades in any or any combination of the following courses at USF will be required to change their major to a major more appropriate to their goals and academic performance and to a major not conferred by the Muma College of Business. The courses are: ACG 2021 , ACG 2071 , CGS 2100 , ECO 2013 , ECO 2023 , MAC 2233 (or equivalent), and QMB 2100 (or equivalent).
Graduation Requirements - Muma College of Business
Satisfactory completion of the following requirements:
- General Education Program (36 credit hours), including State Core General Education Requirements;
- State Computation (6 credit hours);
- State Communication (6 credit hours, in addition to ENC 1101 and ENC 1102 );
- Minimum of 120 unduplicated credit hours;
- A minimum adjusted grade point average (GPA) of 2.0 on all coursework taken at USF and an overall 2.0 GPA average on all college-level coursework;
- Major and college requirements in a chosen degree program;
- Nine credit hours of coursework taken during the summer term(s) (if entered USF with less than 60 credit hours);
- Registration and successful completion of at least thirty (30) of the last sixty (60) credit hours;
- 42 credit hours of upper-level coursework;
- Civics Literacy;
- Foreign language admissions coursework.
Please note: When earning a second degree, double major or concurrent degree, the Major Core and Major Elective/Concentration areas of the degree audit must not overlap for both degrees. When earning a Business Minor AND Business Major, no courses may overlap.
Marketing Required Courses: (81 credit hours)
State Mandated Common Course Prerequisites - Muma College of Business (21 Credit Hours)
Following Florida BOG Regulation 8.010, state mandated common course prerequisites are lower-division courses that are required for progression into the upper division of a particular baccalaureate degree program.
Transfer credits will be accepted from accredited institutions; however, all hours earned may not be applied toward USF business degree requirements. Individual courses will be evaluated by an academic advisor and appropriately credited toward requirements in the student’s program at USF.
Florida public state or community college students enrolled in an Associate of Arts (AA) program should normally complete the general education requirements and the State Mandated Common Prerequisites at a Florida College System institution. As a rule, AA students should avoid taking any business courses at the state or community college that are listed as 3000- and 4000-level courses at USF. Normally, courses in finance, marketing, management, and accounting, as well as other business administration courses, taken at the lower division level will not be accepted for upper division credit at USF in business administration. In general, business courses taken at the lower level, at technical schools, or as part of professional or military training, are not applicable to the degree programs of the Muma College of Business. Exceptions to this policy will be made only upon proper validation of such courses. Validation consists of successfully completing specified advanced courses in the discipline.
Florida College System students pursuing an Associate of Science (AS) program in Business Administration are fully admissible to USF Muma College of Business, but may only earn a major in Management. Please see a business advisor to determine the articulation courses, discuss admission to the Muma College of Business and prepare a program plan for degree completion.
Florida College System students pursuing an Associate of Science (A.S.) program in any other discipline should contact the Office of Undergraduate Studies, SVC 2002, (813) 974-4051, for information regarding course transferability and degree articulation.
Completion of the following State Mandated Common Course Prerequisites (or equivalents) with a grade of C or higher in each course and an overall 2.5 GPA in all seven (7) courses:
- ACG X021 Principles of Financial Accounting OR ACG X022 OR (ACG X001 AND ACG X011) - 3-6 credit hours
- ACG X071 Managerial Accounting OR ACG X301 - 3 credit hours
- CGS X100 Computers in Business OR CGS X100C OR CGS X570 OR CGS X060 OR CGS X531 OR CGS X000 OR ISM X000 OR CGS X518 - 3 credit hours
- ECO X013 Principles of Macroeconomics - 3 credit hours
- ECO X023 Principles of Microeconomics - 3 credit hours
- STA X023 Introductory Statistics OR STA X122 OR QMB X100 - 3 credit hours
- MAC X233 Elementary Calculus - 3 credit hours
State Mathematics Pathway – Marketing B.S. (6 Credit Hours)*
The Marketing B.S. uses the Statistical Reasoning Mathematics Pathway with the following requirements:
Business Foundation Courses: 9 courses; 27 credit hours
A minimum grade of C- in each Foundation Course and an overall 2.0 GPA is required.
- BUL 3320 - Law And Business I Credit(s): 3
- CAI 3801 - Artificial Intelligence and Analytics for Organizations Credit(s): 3
- FIN 3403 - Principles of Finance Credit(s): 3
- GEB 4890 - Strategic Management and Decision Making Credit(s): 3
- MAN 3025 - Principles of Management Credit(s): 3
- MAN 4504 - Operations and Supply Chain Management Credit(s): 3
- MAR 3023 - Basic Marketing Credit(s): 3
- QMB 3302 - Data Analytics for Business Credit(s): 3
- RMI 3004 - Principles of Risk Management Credit(s): 3
Notes:
- Finance, Personal Financial Planning, and Risk Management and Insurance majors must earn a C, not a C-, in FIN 3403 with no more than two attempts.
- Business Analytics and Information Systems (B.A.I.S.) and Information Assurance and Cybersecurity Management majors must earn C, not C-, in CAI 3801 .
- Advertising, Marketing, and Supply Chain Management majors must earn a C, not a C-, in MAR 3023 .
- Artificial Intelligence (AI) and Business Analytics majors must earn a B, and not a B-, in CAI 3801 and QMB 3302 .
Other Required Courses: 4 Courses; 12 Credit Hours
Marketing Major Core Courses: 3 courses; 9 credit hours
Marketing Major (Restricted) Electives: 4 courses; 12 credit hours
Students complete the general Marketing program of study or one of the following four concentrations:
If students do not declare a concentration, they will follow the General Marketing program of study and take a minimum of 12 credit hours to meet the major electives requirement.
Digital Marketing Concentration: 4 courses; 12 credit hours
Concentration Core: 3 courses; 9 credit hours
Concentration Elective: 1 course; 3 credit hours
Select one of the following courses:
Additional Information - Marketing B.S.
GPA Requirements
Students must earn a 2.0 GPA on all major coursework at USF and have an overall 2.0 major GPA, including any applicable transfer work.
Grading Requirements
Within the 120-semester-hour program, students must complete a minimum of 21 hours of upper-level Marketing coursework with a grade of C- in all courses, except MAR 3023 - Basic Marketing , in which a minimum grade of C must be earned.
Marketing courses taken by Marketing majors on an S/U basis will not be counted toward the 120-hour graduation requirement.
Residency Requirements
Major Residency: Students must complete 15 hours of upper-level Marketing requirements in residency at USF.
College Residency: Muma College of Business residency requirements for graduation exceed the minimum requirements established for USF. Students are required to complete satisfactorily at USF a minimum of 50 percent (30-33 credit hours depending on major) of required Business courses, including 12-18 credit hours in the major field. Normally, independent study and independent research courses do not fulfill this requirement.
Other Requirements
Within the 120-semester-hour program, students must complete a minimum of 21 hours in Marketing beyond MAR 3023 Basic Marketing.
Computer Requirement: All students entering the Muma College of Business are required to have a laptop computer with minimum 8 GB memory (RAM), 256 GB hard disk, and Intel i5 or above or equivalent processor with either Windows 11 (or above) or Mac OS 11 (or above) that they can use in their classes and labs.
Other computing devices such as Chromebook, Android Tablet, iPad, and Ubuntu Laptop will not be able to meet the requirements of classes at Muma College of Business. The laptop computer must be capable of connecting to the internet wirelessly and installing and accessing software applications through a central server and have audio and video capabilities.
Research Opportunities - Muma College of Business
Undergraduate students in any degree program are able to participate in undergraduate research. Several options exist to show mentored undergraduate research activity on a student’s official transcript. Those who wish to enroll in an undergraduate research course should consult with their academic advisor to understand how the credit will apply towards the degree requirements. If no credit is needed, students may be eligible to enroll in the 0-credit IDS 4914 course. This course will not impact degree credits or GPA but will show on an official transcript and document the experience. The Office of High Impact Practices and Undergraduate Research (HIPUR) is able to assist with further inquiries.
Plans of Study - Marketing B.S., with Digital Marketing Concentration
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