Marketing

Bachelor of Art Degree

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Discover your inner marketing genius...

Whether you want to release the next cutting-edge home electronic device, change the lives of children through a nonprofit or build excitement for a summer blockbuster movie, marketing plays a critical role in the success of any organization. A strong understanding of marketing principles will be beneficial for anyone interested in starting their own business or working in a leadership role in a company. The ethical use of marketing is not to confuse or spin but to match the right message with the right people at the right time.

Graceland’s Marketing program focuses on both the big picture in developing strong cohesive strategies while at the same time giving students the necessary tactical skills and knowledge to create, lead and measure individual projects using a variety of marketing channels. In addition, you will have the opportunity to work with real businesses to hone the skill you learn in the classroom as well as adding key experience for your resume.

Offerings
Major
Field of Study
Business
Format
Lamoni Campus
Alumni Testimonial
Graceland prepared me by providing a solid education, by giving me the tools necessary to succeed through hands-on experiences, and by the support from the School of Business faculty.
Michelle Maqueda '14 Marketing Manager, Broadway and Main & Pearl Street Pasta
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Curriculum
  • BA Degree – Marketing Major

    In addition to the general education requirements, majors in Marketing must complete a concentration of 36 semester hours in Accounting, Business, and Economics including:

    Courses Required for General Education:

    Courses Offered
    • ACCT2310Financial Accounting
      ACCT2310 Financial Accounting - 3 s.h.

      An introduction to the study of accounting dealing with the preparation and analysis of the balance sheet, income statement, and related accounting records. Prerequisites: One MATH course.

    • ACCT4200Seminar in Accounting
      ACCT4200 Seminar in Accounting - 3 s.h.

      An analysis of the problem of business and the functions of management in the determination of business policy in the various functional areas of the enterprise with extensive analysis of Financial Statements (Balance Sheets, Income Statements, and Cash Flow Statements). Prerequisites: ACCT3460, BUAD3320, BUAD3330, BUAD3380, and MATH1370.

    • BUAD1100Introduction to Business
      BUAD1100 Introduction to Business - 3 s.h.

      Introduction to Business is designed to expose students to the many functions of modern business including topics such as management, finance accounting, marketing, production, computers, international business, small business, investments and other areas of general business interest.

    • BUAD3210Social Media Marketing
      BUAD3210 Social Media Marketing - 3 s.h.

      This course provides a comprehensive overview, with hands-on experience, of Social Media Marketing. The most basic objectives of the course are to provide students with a broad introduction to social media marketing concepts and techniques using the latest online tools combined with practical "real world" application. There will be an emphasis on strategic use of tools, effective design and contemporary marketing techniques. Students will build and maintain real world marketing campaigns. Prerequisite: BUAD3330 Principles of Marketing or ARTS1680 Computer Graphics for Art & Design or COMM1250 Introduction to Communication Theory.

    • BUAD3240Marketing Analytics
      BUAD3240 Marketing Analytics - 3 s.h.

      A focus on the practice of studying and managing marketing metrics data in order to enhance decision making for marketing efforts including calls-to-action (CTAs), blog posts, channel performance, and thought leadership pieces, and to identify opportunities for improvement and maximize marketing outcomes. Students will learn how marketing analytics professionals serve as liaisons between those who make marketing decisions and those who work with the data.

    • BUAD3310Principles of Sales
      BUAD3310 Principles of Sales - 3 s.h.

      Principles of Sales is designed to expose students to the many functions of modern sales and sales management including topics such as the selling process, the buying process, creating value in buyer-seller relationships, prospecting, sales call planning, communicating the message, negotiating for win-win solutions, promoting trust, closing the sale, as well as how to motivate, compensate and train sales people.

    • BUAD3330Principles of Marketing
      BUAD3330 Principles of Marketing - 3 s.h.

      A decision-oriented overview of marketing management in modern organizations. The most basic objectives of the course are to provide students with a broad introduction to marketing concepts, the role of marketing in society and in the firm, and the various factors that influence marketing decision-making. Students will be exposed to and expected to learn the "language of marketing" (that is, terms, concepts, and frameworks) used by practicing marketing managers. Prerequisite: ECON1320 and junior standing.

    • BUAD4200Seminar in Business Policy
      BUAD4200 Seminar in Business Policy - 3 s.h.

      An analysis of the problem of business and the functions of management in the determination of business policy in the various functional areas of the enterprise. Prerequisites: BUAD3320, BUAD3330, BUAD3380, and MATH1360.

    • BUAD4430Marketing Strategies
      BUAD4430 Marketing Strategies - 3 s.h.

      A focus on the development of decision-making skills in marketing. Concepts and tools are applied to frame and solve real-world problems facing marketing managers engaged in developing optimal marketing strategies. Prerequisite: BUAD3330.

    • ECON1300Principles of Macroeconomics
      ECON1300 Principles of Macroeconomics - 3 s.h.

      Analysis of the fundamental principles of the American economic system, centering on price, national income, international trade and finance, fiscal policy, monetary policy, money, and banking. Prerequisite: 1 year high school algebra; geometry recommended. Goal 1C, ELO5 Social Science - World Citizenship, ELO5 Social Science - Innovation

    • ECON1320Principles of Microeconomics
      ECON1320 Principles of Microeconomics - 3 s.h.

      Analysis of the fundamental principles of the American economic system, centering on price, production, market structures, and a survey of contemporary economic problems, e.g. sustainability. Goal 1C, ELO5 Social Science - Sustainability

    • ECON2100Introductory Economic Data Analysis
      ECON2100 Introductory Economic Data Analysis - 3 s.h.

      An introduction to economic data and statistical techniques commonly applied in business settings. Topics include understanding the basics of data interpretation, manipulation, and visualization. Students will learn how to carry out and interpret basic linear regression and other methods of statistical analysis in Excel.

    • MATH1280College Algebra
      MATH1280 College Algebra - 3 s.h.

      Solutions of polynomial, rational and radical equations, systems of equations, matrices, sequences, series, functions, exponentials. Prerequisite: 2 years high school algebra. ELO6 Math, GE2B Foundational Skills-Mathematics/Quantitative.

    • MATH1360Statistics for Critical Thinking
      MATH1360 Statistics for Critical Thinking - 3 s.h.

      A critical thinking approach to data analysis, measures of central tendency, dispersion, correlation, probability, estimation and hypothesis testing. Prerequisite: 1 year high school algebra. ELO6 Math, GE2B Foundational Skills-Mathematics/Quantitative.

    ACCT2310Financial Accounting ACCT4200Seminar in Accounting BUAD1100Introduction to Business BUAD3210Social Media Marketing BUAD3240Marketing Analytics BUAD3310Principles of Sales BUAD3330Principles of Marketing BUAD4200Seminar in Business Policy BUAD4430Marketing Strategies ECON1300Principles of Macroeconomics ECON1320Principles of Microeconomics ECON2100Introductory Economic Data Analysis MATH1280College Algebra MATH1360Statistics for Critical Thinking
    Course Descriptions
    ACCT2310 Financial Accounting - 3 s.h.

    An introduction to the study of accounting dealing with the preparation and analysis of the balance sheet, income statement, and related accounting records. Prerequisites: One MATH course.

    ACCT4200 Seminar in Accounting - 3 s.h.

    An analysis of the problem of business and the functions of management in the determination of business policy in the various functional areas of the enterprise with extensive analysis of Financial Statements (Balance Sheets, Income Statements, and Cash Flow Statements). Prerequisites: ACCT3460, BUAD3320, BUAD3330, BUAD3380, and MATH1370.

    BUAD1100 Introduction to Business - 3 s.h.

    Introduction to Business is designed to expose students to the many functions of modern business including topics such as management, finance accounting, marketing, production, computers, international business, small business, investments and other areas of general business interest.

    BUAD3210 Social Media Marketing - 3 s.h.

    This course provides a comprehensive overview, with hands-on experience, of Social Media Marketing. The most basic objectives of the course are to provide students with a broad introduction to social media marketing concepts and techniques using the latest online tools combined with practical "real world" application. There will be an emphasis on strategic use of tools, effective design and contemporary marketing techniques. Students will build and maintain real world marketing campaigns. Prerequisite: BUAD3330 Principles of Marketing or ARTS1680 Computer Graphics for Art & Design or COMM1250 Introduction to Communication Theory.

    BUAD3240 Marketing Analytics - 3 s.h.

    A focus on the practice of studying and managing marketing metrics data in order to enhance decision making for marketing efforts including calls-to-action (CTAs), blog posts, channel performance, and thought leadership pieces, and to identify opportunities for improvement and maximize marketing outcomes. Students will learn how marketing analytics professionals serve as liaisons between those who make marketing decisions and those who work with the data.

    BUAD3310 Principles of Sales - 3 s.h.

    Principles of Sales is designed to expose students to the many functions of modern sales and sales management including topics such as the selling process, the buying process, creating value in buyer-seller relationships, prospecting, sales call planning, communicating the message, negotiating for win-win solutions, promoting trust, closing the sale, as well as how to motivate, compensate and train sales people.

    BUAD3330 Principles of Marketing - 3 s.h.

    A decision-oriented overview of marketing management in modern organizations. The most basic objectives of the course are to provide students with a broad introduction to marketing concepts, the role of marketing in society and in the firm, and the various factors that influence marketing decision-making. Students will be exposed to and expected to learn the "language of marketing" (that is, terms, concepts, and frameworks) used by practicing marketing managers. Prerequisite: ECON1320 and junior standing.

    BUAD4200 Seminar in Business Policy - 3 s.h.

    An analysis of the problem of business and the functions of management in the determination of business policy in the various functional areas of the enterprise. Prerequisites: BUAD3320, BUAD3330, BUAD3380, and MATH1360.

    BUAD4430 Marketing Strategies - 3 s.h.

    A focus on the development of decision-making skills in marketing. Concepts and tools are applied to frame and solve real-world problems facing marketing managers engaged in developing optimal marketing strategies. Prerequisite: BUAD3330.

    ECON1300 Principles of Macroeconomics - 3 s.h.

    Analysis of the fundamental principles of the American economic system, centering on price, national income, international trade and finance, fiscal policy, monetary policy, money, and banking. Prerequisite: 1 year high school algebra; geometry recommended. Goal 1C, ELO5 Social Science - World Citizenship, ELO5 Social Science - Innovation

    ECON1320 Principles of Microeconomics - 3 s.h.

    Analysis of the fundamental principles of the American economic system, centering on price, production, market structures, and a survey of contemporary economic problems, e.g. sustainability. Goal 1C, ELO5 Social Science - Sustainability

    ECON2100 Introductory Economic Data Analysis - 3 s.h.

    An introduction to economic data and statistical techniques commonly applied in business settings. Topics include understanding the basics of data interpretation, manipulation, and visualization. Students will learn how to carry out and interpret basic linear regression and other methods of statistical analysis in Excel.

    MATH1280 College Algebra - 3 s.h.

    Solutions of polynomial, rational and radical equations, systems of equations, matrices, sequences, series, functions, exponentials. Prerequisite: 2 years high school algebra. ELO6 Math, GE2B Foundational Skills-Mathematics/Quantitative.

    MATH1360 Statistics for Critical Thinking - 3 s.h.

    A critical thinking approach to data analysis, measures of central tendency, dispersion, correlation, probability, estimation and hypothesis testing. Prerequisite: 1 year high school algebra. ELO6 Math, GE2B Foundational Skills-Mathematics/Quantitative.

Exceptional Faculty

Why Graceland

  • Coursework is taught by professors who have international experience in business and marketing.
  • Interested in further exploring your leadership potential? The Marketing major has been designed to integrate closely with the Business Management major making a double or even triple-major well within reach.
  • The comprehensive application-based academics features robust coursework that incorporates practical/real-world experiential learning projects that allow you to follow your passion and collaborate with alumni and like-minded professionals.
  • Graceland’s award-winning ENACTUS gives you the opportunity to be a part of entrepreneurial programs that make a difference in people’s lives and give you the chance to make professional connections that often lead to internships and jobs after graduation.
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Career Growth Ahead

A Marketing major from Graceland University can help to prepare you for these careers:

    • Marketing manager
    • Marketing research analyst
    • Public relations specialist
    • Sales manager
    • Social media specialist
    • Advertising sales agent

               …and many other exciting fields.

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Tuition & Aid

Over 98% of students on the Lamoni campus receive financial aid.

An education from Graceland is one of the greatest investments you can make but we understand that cost is often a concern. With our generous scholarships and awards, you will find a truly affordable private education – often the cost of attending Graceland is less than a public university.

Find out more!