The Bachelor of Business Administration in General Business allows students desiring a broad background in business administration to design their own area of emphasis.

Degree requirements are designed to develop proficiency and confidence in the functional areas of business. In addition to providing the technical skills required for a professional level business position, the ethical considerations of business are emphasized.

Why General Business?

A General Business degree establishes a broad base from which students can launch into many different career paths. Whether you want to work in a corporate setting or start your own business, a General Business degree provides a solid foundation in the essential areas of business.
  • Careers in General Business

    Graduates with an BBA in General Business have a wide variety of career paths from which to choose. Here are just a few:

    • Business Intelligence Analyst
    • Human Resource Manager
    • Business Continuity Planner
    • Sales Manager
    • Marketing Coordinator
    • Credit Analysts
    • Purchaser or Buyer
  • Attributes of a General Business Professional

    Mathematical Reasoning – The ability to choose the right mathematical methods or formulas to solve a problem.

    Oral Comprehension – The ability to listen to and understand information and ideas presented through spoken words and sentences.

    Written Comprehension – The ability to read and understand information and ideas presented in writing.

    Fluency of Ideas – The ability to come up with a number of ideas about a topic (the number of ideas is important, not their quality, correctness, or creativity).

    Problem Sensitivity – The ability to tell when something is wrong or is likely to go wrong. It does not involve solving the problem, only recognizing there is a problem.

    Inductive Reasoning – The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).

    Deductive Reasoning – The ability to apply general rules to specific problems to produce answers that make sense.

  • Day-to-Day in General Business Careers

    Below are small descriptions of daily work activities included in some of the careers listed above:

    • Identify, develop, or evaluate marketing strategy, based on knowledge of establishment objectives, market characteristics, and cost and markup factors.
    • Analyze business operations, trends, costs, revenues, financial commitments, and obligations, to project future revenues and expenses or to provide advice.
    • Assess or propose sustainability initiatives, considering factors such as cost effectiveness, technical feasibility, and acceptance.
    • Analyze competitive market strategies through analysis of related product, market, or share trends.
    • Direct and coordinate activities involving sales of manufactured products, services, commodities, real estate or other subjects of sale.
    • Evaluate the financial aspects of product development, such as budgets, expenditures, research and development appropriations, or return-on-investment and profit-loss projections.
    • Serve as a link between management and employees by handling questions, interpreting and administering contracts and helping resolve work-related problems.

General Business Curriculum

The Bachelor of Business Administration in General Business is a 120-hour program that covers a variety of topics within the business world.

As part of the General Business curriculum, students will choose courses from the fields of Accounting, Business Law, Economics, Finance, Information Systems, International Business, Management and Marketing.

  • General Business Courses

    General Business students enroll in courses that provide a diverse knowledge base. Here are just a few:

    • Human Resource Management – Theories and concepts used in managing business personnel. Topics include: personnel planning, employment law, selection, compensation, labor relations, and performance appraisal.
    • International Marketing – Analysis of international markets and opportunities for the international organization and the independent business person. Emphasis is on the use of data for analyzing market potential, support services of freight and insurance, and international currency movement. Discussion of current international situations, which create market potential.
    • Systems Analysis and Specification – This course will teach students to accomplish preliminary investigation, feasibility assessment, systems analysis and specification of business requirements for databases and information systems.
    • Sales Management – Strategic planning, execution, and evaluation of the sales function within an organization. Emphasis is on territory design, performance, and evaluation. Compensation and sales force training are also analyzed.
    • Product Design and Brand Management – This course explores the process used to develop, measure, and manage effective brand strategies through the use of design. The focus will be on design in the product life-cycle from new product development to mature brand revitalization and management. The course will cover brand essence development, market research to support and focus brand management, and the implementation of design-based brand strategies.

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. Read more about accreditation.