Marketing Major Curriculum

Find out more about the Marketing Major curriculum. Students seeking to be accepted in the Marketing undergraduate program must have completed the university's General Education Program, as well as all Common Body of Knowledge requirements in the College of Business Administration.

Marketing encompasses the total system of interacting business activities designed to plan, price, promote, and distribute products and services to customers. The marketing curriculum concentrates on developing the student's ability to understand, interpret, and measure market demand and to understand the blending of product, pricing strategies, promotional strategies, and distribution. 

In addition, there are other special college and department requirements which must be completed:

  • Students wanting to major in Marketing must apply for admission to the major.
  • Within the College of Business Administration the first day of class is mandatory. Final exams will be given during Exam Week.
  • A transfer student to this program must take a minimum of twelve (12) semester hours in marketing at UCF.
  • Students majoring in Marketing must earn a grade of "C" or better in each course applied toward the major, and a 2.0 overall average in the major. MAR 3023 is included in this requirement.

A total of 120 semester hours are required to complete the program. Majors who meet departmental criteria are also eligible to apply for a Marketing Internship (MAR 4941). For more information, please contact us.

Our bold, cutting-edge curriculum provides students with the contemporary skills and knowledge needed to make them more successful and marketable for 21st century marketing careers. This program is designed to deliver a superior undergraduate marketing educational experience.

Foundation Knowledge Module
As an integral component of the business core, the MAR3023 (Marketing) course provides students with an excellent foundation in all aspects of marketing. In this course, students learn the functions, institutions, and basic problems involved when marketing goods and services in our domestic economy and abroad. The only requirement for taking this course is admission to UCF.

Skills and Competencies Module
The purpose of the Marketing Skills and Competencies Module is to build expertise in information sources and acquisition, data analysis methods, and contemporary environments surrounding marketing decision makers. Builds strong analysis and computer skills for marketing decision making. Builds knowledge of different types of customers and their decision making processes. Builds superior marketing communication (verbal, written) skills. The four courses included in this module are as follows:

  • Marketing Intelligence
  • Consumer Behavior
  • Marketing Analysis and Research
  • Professional Selling

Marketing Management and Strategy Module
The Management and Strategy Module focuses on decision making, planning, organization and control. The following courses are offered for this module:

  • Marketing Management
  • Marketing Strategy
Elective Courses
Elective courses serve the purpose of providing students additional knowledge in specific career-entry areas of personal interest. These electives provide students the ability to pursue personal career interests and to compete successfully for entry-level marketing positions. Thus, a student who is interested in the financial services field could take sales force management, services marketing, and international marketing. A student interested in retailing could take retailing, advertising, and services marketing, etc. After successfully completing the Marketing course (MAR 3023), students select two classes from the elective courses listed below.
  • Integrated Marketing Communication
  • Sales Force Management
  • E-Marketing
  • International Marketing
  • Retail Management
  • Sport Marketing
  • Healthcare Marketing
  • Entertainment Marketing
  • Strategic Foundations in Global e-Business
  • Services Marketing
  • Contemporary Marketing Topics in Florida
  • Marketing Internship
Students are provided the opportunity to study marketing in a logical, sequential, and integrated manner. The basic structure of the marketing system and environment is detailed in MAR 3023. In four additional courses students build skills, competencies, and knowledge in such areas as information acquisition, quantitative analysis, communications, consumer behavior, and marketing research.

Those four courses are precursors to two capstone courses in which students apply problem-solving and decision-making skills within the context of marketing programs and strategies. Recurrent themes integrated into the curriculum are teamwork, communication, creativity, driving change, quantitative analysis, problem-solving/decision-making and global orientation. Marketing majors will take each course depicted in the four modules, plus two elective courses, thus completing a total of twenty-eight hours.