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 that they are aware of and appreciate domestic and global social issues and the role of business in solving them.

Our graduates 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 have the ability to think creatively and act ethically to address issues of concern in the ever-changing business world.

Why Marketing?

A career in marketing offers a constant challenge, 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. Hence, marketing managers are needed to understand and respond to diverse customer interests and their buying habits. This is what creates customer value, maintains customer satisfaction and fosters customer loyalty.

Successful graduates of the marketing program can find employment opportunities in small, midsize and large companies, doing business in local, regional, national and international markets.

  • Careers in Marketing

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

    • Marketing Manager
    • Commercial Marketing Specialist
    • Internet Marketing Specialist
    • Search Marketing Strategist
    • Senior SEO Associate
    • Market Research Analyst
    • Marketing Consultant
  • Attributes of a Marketing Professional

    • 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).
    • Oral Expression – The ability to communicate information and ideas in speaking so others will understand.
    • Written Comprehension – The ability to read and understand information and ideas presented in writing.
    • Number Facility – The ability to add, subtract, multiply, or divide quickly and correctly.
    • 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).
    • Category Flexibility – The ability to generate or use different sets of rules for combining or grouping things in different ways.
  • Day-to-Day in Marketing Careers

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

    • Formulate, direct and coordinate marketing activities and policies to promote products and services, working with advertising and promotion managers.
    • Evaluate the financial aspects of product development, such as budgets, expenditures, research and development appropriations, or return-on-investment and profit-loss projections.
    • Collect and analyze Web metrics, such as visits, time on site, page views per visit, transaction volume and revenue, traffic mix, click-through rates, conversion rates, cost per acquisition, or cost per click.
    • Conduct online marketing initiatives, such as paid ad placement, affiliate programs, sponsorship programs, email promotions, or viral marketing campaigns on social media Web sites.
    • Collect and analyze data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand.

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.

  • Marketing Courses

    Below is a sample of courses from the marketing curriculum.

    • Integrated Marketing Communications – The study of advertising and other promotional mix activities from an integrated marketing communications (IMC) perspective. Emphasis is on understanding the role of IMC in the overall marketing process and in the creation and maintenance of a branding strategy. Topics include brand positioning, the communication process, budgeting, creative strategy, media planning, the various
    • Social Marketing – This course examines issues of social responsibility in business and society and how marketing theory, principles, and techniques may be used to promote more socially conscious and responsible consumers and business practices.
    • Internet Marketing – This course examines the role that the Internet plays as an indispensable business tool in marketing, including identifying relevant emerging business models and strategies and the integration of the Internet with traditional marketing tools.
    • Product Design and Brand Management – This course explores the process used to develop, measure, and manage effective brand strategies through the use of design. Focus will be on design in the product life-cycle from new product development to mature brand revitalization and management.
    • Importing and Exporting – An analysis of the importing and exporting processes, sources of supply, market potential, currency implications, government regulations, and current issues affecting the importing and exporting processes.

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.