BBA Marketing Concentration

BBA Marketing Concentration

The Bachelor of Business Administration (BBA) in Marketing at the H-E-B School of Business and Administration prepares tomorrow’s leading marketing professionals. Today’s dynamic global environment requires not only that marketing graduates understand the impact of how and why consumers buy products and services, but also how business can address domestic and global social issues.


Why Marketing?

The marketing concentration prepares students for this dynamic field that provides constant challenges, stimulating problems, the chance to be analytical and creative, the opportunity to work with people and excellent advancement opportunities. Marketing skills are highly valued as companies and industries face a highly competitive and changing macro-environment. Marketing managers are needed to understand and respond to diverse customer interests and changing buying habits. This is what creates customer value, maintains customer satisfaction and fosters customer loyalty.

Graduates of the HEBSBA Marketing program understand the importance of being able to apply marketing concepts and tools in a dynamic problem-solving context. Likewise, our marketing students develop the analytical, critical thinking, communication, teamwork and leadership skills needed in the 21st century marketplace. They also think creatively and act ethically to address current and developing issues in the ever-changing business world.

Marketing Curriculum

The Bachelor of Business Administration in Marketing is a 120-hour program that prepares graduates to assume managerial responsibilities in the broad field of marketing disciplines, such as advertising, brand management, consumer behavior, marketing management, market research, not-for-profit marketing, retailing, sales and services marketing.

The Marketing BBA concentration offers a rich curriculum that includes courses spanning the scope of the management profession. Some courses include:

  • BMKT 3377: Consumer Behavior
  • BMKT 4375: Marketing Research
  • BMKT 4390: Marketing Management
  • BMKT 3377: Consumer Behavior
  • BMKT 4390: Marketing Management
  • BMGT 4370: Project Management

Careers in Marketing

Professionals with an BBA in Marketing have a wide variety of career paths from which to choose. From executing digital and social media marketing campaigns, to building valuable customer profiles, to trend forecasting, the roles marketing professionals play are central to overall business success and growth. By utilizing the skills and perspectives learned at HEBSBA, successful graduates are prepared to flourish in local, regional, national and international markets.


Admissions Criteria

Find out more about requirements, standards and processes to begin your journey as a student in the H-E-B School of Business and Administration.

Undergraduate Admissions Requirements


Business programs in the H-E-B School of Business and Administration are accredited by The Accreditation Council for Business Schools and Programs. The University of the Incarnate Word is accredited by the Southern Association of Colleges and Schools Commission on Colleges.

Learn more about accreditation.