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Marketing (BSBA)

Real-World Experience for the Modern Marketplace

The Bachelor of Science in Business Administration (BSBA) in Marketing at the University of Dayton's School of Business Administration prepares you to excel in today's fast-paced digital marketplace by combining consumer creativity, brand strategy and data analytics. You'll learn how brands connect with consumers while exploring areas like advertising, social media marketing, sales, product development and digital analytics. Through hands-on experiential learning and real-world projects, you'll graduate ready to create campaigns, solve business challenges and make an impact across industries.

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Fast Facts

AACSB Dual-Accredited

a designation held by fewer than 2% of business schools worldwide

100% of students

in marketing complete a hands-on senior capstone project

About the Marketing (BSBA) Program

Why study marketing at UD?

As a marketing student at the University of Dayton, you'll gain hands-on experience, industry connections and creative problem-solving skills that prepare you for careers in advertising, digital marketing, sales, analytics and brand strategy. Tailor your degree with a concentration — or minor — in insight selling or digital marketing to align with your career interests.

Work With Real Clients

During your time at UD, you'll build a professional portfolio through real-client projects with companies like Brooks Running. You'll also use industry tools, analytics and AI technology to develop real marketing campaigns and strategies.

Compete Nationally

UD students consistently earn national recognition in sales and marketing competitions. In 2024, a Marketing Club team earned third place at the National Collegiate Digital Marketing Competition. UD sales students earned first place in the 2023 National Collegiate Sales Competition and, for the third time, placed in the top 10 nationally with a sixth-place finish overall. At Selling with the Bulls, one of the nation’s most competitive sales competitions, UD students earned first overall individual honors and first overall team performance in their flight.

Grow Your Skills through Experiential Learning

Complete a senior capstone project with real organizations like the Cleveland Browns, Washington Nationals and the Rock and Roll Hall of Fame. You can also apply skills in buyer behavior, market research, analytics and strategy to solve real business challenges.

Build Confidence and Career Skills

Develop communication and professional selling skills through the Fiore Talarico Center for Professional Selling, and practice in a supportive environment with coaching, mock sales calls and industry mentors.

Personalized Faculty Support

Work one-on-one with faculty mentors on research, career development and experiential opportunities, and gain internship, co-op and networking experiences that help students graduate career ready.

AACSB Dual-Accredited

The University of Dayton School of Business Administration is dual-accredited by AACSB International — the Association to Advance Collegiate Schools of Business — with additional specialized accreditation for our accounting program. Fewer than 2% of business schools worldwide hold this prestigious dual-accreditation of accounting and business.

Want to Learn More?

Read the marketing program FAQ for information on careers, student involvement, skills gained and more.

Ready to Take the Next Step?

Explore admission options or schedule an academic visit to learn more about business analytics at UD.

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How do I apply to the marketing program?

At the University of Dayton, applying is free and test scores are optional. When you apply, you'll automatically be considered for a merit scholarship.

Learn about our admission process, then apply using UD's application or the Common App.

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What is the tuition cost and is financial aid available?
Rooted in our Catholic, Marianist traditions, the University of Dayton is dedicated to being transparent and ensuring student success. And with high graduation and success rates, UD is an excellent value.
To help you cover your costs, a variety of scholarships, grants, loans and part-time work study are available. The University also accepts transfer credits and credit by exam for undergraduates, giving you more flexibility to add a double major or minor or participate in a transformational experience like study abroad or co-op.
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Degree Requirements and Curriculum

Marketing (BSBA) Degree Requirements and Information
Requirements

The Bachelor of Science in Business Administration, Marketing degree requires a total of at least 120 credit hours. This degree also includes requirements from our flexible undergraduate curriculum, known as the Common Academic Program (CAP).

About the Degree

Marketing electives allow you to explore advertising, entrepreneurial marketing, international marketing, internet marketing, promotion management or retail marketing. You can also choose an emphasis in digital marketing or insight selling.

During the senior capstone marketing course, you'll take an in-depth look at buyer behavior and market research as you design a marketing plan to deliver a product or service effectively and efficiently to the target market for a real organization.

Read our FAQ for more information about this program.

Available Concentrations

As a marketing major, you can choose to have a concentration in insight selling or digital marketing.

  • Insight selling helps you develop the skills and knowledge to succeed in business-to-business high-technology-based, relationship selling, which differs from most sales jobs available.
  • Digital marketing helps you understand the internet as a marketing channel, and equips you with practical skills, certifications, data and strategies to lead an organization in a high growth and high change environment.
Transfer and Exam Credits
Bachelor’s Plus Master’s Program
Learning Resources
Honors Program

Sample Plan of Study

This is a sample plan of study for students starting at UD in the 2025-26 academic year. This is a recommended course sequence, but your schedule may vary depending on previously earned college credits, course availability, advisor recommendations, and your personal goals and interests. Please contact your holistic advisor if you have any questions.

Semester 1
  • BIZ 101 – Launching Your Business Career: Foundations for Student Success
    1
  • ECO 203 – Principles of Microeconomics
    3
  • HUM 101 – Chaminade Seminar: Reading and Responding to the Signs of the Times
    3
  • MGT 101 – Entrepreneurial, Innovative and Creative Mindsets
    3
  • MGT 201 – Legal and Ethical Environment of Business
    3
  • CAP Natural Science andLab
    4
  • Total Credit Hours 17
Semester 2
  • BIZ 103 – Develop Your Vocation and Career Flight Plan
    1
  • BIZ 201 – Business Cases and Communications
    3
  • ECO 204 – Principles of Macroeconomics
    3
  • HUM 102 – Marie Thérèse Seminar: Human Dignity and the Common Good
    3
  • MTH 129 – Calculus for Business
    3
  • CAP Arts Study
    3
  • Total Credit Hours 16
Semester 3
  • ACC 201 – Accounting Information for Business Decisions I
    3
  • BAN 210 – Statistics for Business Analytics I
    3
  • BIZ 202 – Career Flight Takeoff
    1
  • ENG 200 – Writing Seminar II
    3
  • MKT 301 – Principles of Marketing
    3
  • CAP Faith Traditions
    3
  • Total Credit Hours 16
Semester 4
  • ACC 202 – Accounting Information for Business Decisions II
    3
  • BAN 211 – Statistics for Business Analytics 2
    3
  • MGT 301 – Organizational Behavior
    3
  • MIS 301 – Information Systems in Organizations
    3
  • CAP Diversity and Social Justice
    3
  • Total Credit Hours 15
Semester 5
  • MKT Elective
    3
  • OPS 301 – Survey of Operations and Supply Management
    3
  • CAP Advanced Philosophical Studies
    3
  • Open Elective
    6
  • Total Credit Hours 15
Semester 6
  • MKT 450 – Buyer Behavior and Marketing Research I
    6
  • BIZ 301 – Successfully Navigating Your Career Flight Plan
    1
  • FIN 301 – Introduction to Financial Management
    3
  • CAP Advanced Religious Studies
    3
  • Open Elective
    3
  • Total Credit Hours 16
Semester 7
  • MKT 455 – Marketing Research II
    3
  • MKT Elective
    3
  • Open Elective
    7
  • Total Credit Hours 13
Semester 8
  • MKT Elective
    3
  • MGT 490 – Strategic Management
    3
  • CAP Advanced Historical Studies
    3
  • Open Elective
    3
  • Total Credit Hours 12

At the University of Dayton, our flexible undergraduate curriculum, known as the Common Academic Program (CAP), encourages you to integrate knowledge — and put it to use.

Wondering how college credits you've already earned (e.g., transfer credit, CCP, AP/IB/CLEP exams) will apply to your undergraduate degree? Use our online Transfer Credit Evaluation tool to find out.

Visit the Academic Catalog for official major requirements, prerequisite(s), course descriptions and more.

Transfer and Exam Credits
Bachelor’s Plus Master’s Program
Learning Resources
Honors Program

Transfer and Exam Credits

Wondering how college credits you've already earned (e.g., transfer credit, CCP, AP/IB/CLEP exams) will apply to your undergraduate degree? Use our online Transfer Credit Evaluation tool to find out.

Transfer and Exam Credits

Success After Graduation

Get more than your foot in the door — get ready for success. At our School of Business Administration, you will have the opportunity to combine the classroom and business world together in a way that allows you to further sharpen your skills. It’s a key reason why employers love hiring our students — they can hit the ground running.

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Fast Facts

$56,329 average

starting salary for marketing majors

99% success rate

after graduation for the School of Business Administration

Your Academic Path: The UD Marketing Experience

Double Major

Choose a second or even third major! You can personalize your academic path to support your goals and interests. You may choose more than one business major or even a business major with a complementary non-business major, as long as you meet the specific requirements to enter the major.

Explore Double Majors

BWISE

To really excel as a business professional, you'll need to gain additional business wisdom outside the classroom. That's where BWISE (Business Wisdom through Intercultural, Service and Experiential Education) comes in.

Explore BWISE

Bachelor's Plus Master's Program

With UD's Bachelor's Plus Master's (BPM) program, you can earn your bachelor's degree and a master's degree at an accelerated pace — often completing your master's degree within just one year of earning your bachelor's degree.

Explore the BPM Program

Academic and Career Advising

Want to pursue a double major or a minor? To use your business skills for humanitarian purposes? To gain real-world experience through an internship or cooperative education? Your holistic advisor will help you develop — and complete — your plan.

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Marketing (BSBA) Frequently Asked Questions

What careers can students pursue with a marketing degree?

Students with a marketing degree can work in careers ranging from professional selling to digital marketing, as well as brand management and advertising.

How does marketing combine creativity, business strategy and data analytics?

When working on a research project for a real client (as students will at the University of Dayton), marketers are expected to creatively generate research questions aligned with the firm’s overall business strategy. Marketers will then analyze the data collected to support the research questions and provide actionable guidance for their organizations.

What hands-on experiences or real client projects will students complete before graduation?

Students will complete a senior capstone project with a local or national organization, such as Carillon Historical Park or the Washington Nationals baseball team. Students might also work on client projects in their digital marketing classes, like Brooks Running.

What skills will marketing students gain through UD’s program?

A bunch! From the interpersonal skills gained through their sales class, to the data analytic skills gained throughout the curriculum, marketing students will be positioned to have both the soft and hard skills required to succeed in an ever-evolving and competitive business landscape.

What kinds of companies hire marketing interns or graduates?

All of our marketing students are expected to complete an internship, and can do so in a variety of fields from sales to digital marketing, and even sports photography! Our students go to all kinds of firms, both large and small! From technology giants like IBM and Oracle to well-known brand conglomerates like P&G, a UD marketing student can expect a plethora of post-graduation career opportunities.

Can marketing students specialize in different areas?

Yes, students can specialize in either insight selling or digital marketing.

Will students build portfolios, campaigns or professional projects they can show employers?

They certainly can! Students involved with the Fiore Talrico Center for Professional Selling will have numerous videos of actual sales calls that they can show prospective employers. Digital marketing students will also have professional-level deliverables to show prospective employers.

How does the program prepare students for the rapidly changing digital and AI-driven marketing industry?

All of our marketing professors incorporate AI into the curriculum, and students will have the opportunity to complete additional certifications to improve their AI skills.

How is AI being incorporated into the marketing curriculum?

AI is incorporated in the curriculum in many ways that are continually evolving. Whether as a research tool, as a way to sharpen presentation skills, or even to improve students' writing, our faculty are leveraging AI to provide the most enriched academic experience possible.