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Sponsored by the Office of the Provost
Major map compass icon
2021-2022

Marketing

School of Business

Concentration(s):
General Marketing, Marketing Communications and Analytics, Product and Brand Management
Program description

The Bachelor of Science in Marketing gives students a broad working knowledge of contemporary marketing philosophy and practice. Major coursework provides a mix of educational approaches, including lecture and discussion, case problems, and in-field experience. Alumni positions in fields such as marketing management, advertising, sales, marketing research, public relations, and retailing.


The general marketing concentration provides students an understanding of the processes of creating and communicating value for customers, clients and society at large. Judicious selection of courses will also allow students to tailor their program of study to their individual backgrounds, interests and career aspirations.


The concentration in marketing communication and analytics gives students a focus on the importance of traditional media and social media marketing strategies in the marketplace.


The concentration in product and brand management gives students a focus on product and service development, as well as branding strategy.

Career opportunities

A marketing degree prepares you for careers in market research, product and brand management, advertising and marketing communication, experiential and digital marketing, and sales. Marketing researchers gather and analyze data on consumers, competitors, trends, and the success of marketing efforts. Brand managers develop a brand's lasting impact by strategically aligning all advertising, promotion, pricing, product, packaging and distribution decisions. Product managers develop a strategic vision for delivering value to customers. Product designers create product or service Innovations. Advertising and marketing communications develop the primary creative force for messages and strategically where and when to communicate them. Experiential marketing engages consumers with a brand through active participation in events and customer experiences. Digital marketers create content or brand experiences, interact with customers or communicate messages via Websites, mobile platforms or social media. Sales develops relationships with clients and creates solutions for them that will grow their business.

Change of major requirements

Students are eligible for admission into the advanced business program with a major in the School of Business upon meeting the minimum cumulative GPA requirement and successful completion of the Business Foundation coursework, as outlined in the Bulletin here.

Bachelor-level job titles
  • Account Manager
  • Brand Analyst
  • Business Development Specialist
  • Content Strategist
  • Digital Marketing Manager
  • Digital Media Specialist
  • Marketing Coordinator
  • Marketing Research Analyst
  • Search Engine Optimization Analyst
  • Social Media Specialist
Graduate and professional level job titles
  • Business Development Manager
  • Chief Marketing Officer
  • Market Research Director
  • Senior Consultant
Professional associations and resources
Degree requirements in Bulletin
Plan of study in Bulletin
Requirements
Highest level of math required
  • MATH 200 or SCMA 212 or BUSN 212
  • SCMA 301
Science required
  • Natural Sciences requirement only
Foreign language requirements
  • No
Additional tuition/fees
  • Yes
GPA requirements (to progress/graduate in the major)
  • 2.5+ cumulative GPA to declare
Transfer Maps

Contact information

Department name:
Department of Marketing
Building/room location:
Snead Hall, Room B3185
Phone:
(804) 828-1618
Email:
usib@vcu.edu
https://business.vcu.edu/academics/marketing/
Campus (where 75% of courses are taken):
Monroe Park
Major map compass icon
Major map

Explore
MAXIMIZE COURSE AND DEGREE PLANNING
GET CONNECTED WITH YOUR COMMUNITY
DEVELOP CULTURAL AGILITY
EXPLORE CAREERS AND DEVELOP ESSENTIAL SKILLS
  • Complete your Handshake profile and opt-in to industry email lists.
  • Set up a profile in the Student Opportunity Center to explore REAL opportunities.
  • Consider applying for a federal work-study job on- or off-campus in Handshake.
  • Seek research opportunities by applying for research funding through the Undergraduate Research Opportunities Program.
  • Apply to be a Division of Student Affairs peer leader.
  • Excel in BUSN 225 Winning Presentations to develop the public speaking and communication skills employers want.
  • Learn about and capitalize on your professional strengths by taking a free assessment like CliftonStrengths or True Colors with the Office of Student Engagement.
PREPARING FOR LIFE AFTER COLLEGE

Experience
MAXIMIZE COURSE AND DEGREE PLANNING
  • Schedule an appointment with your advisor to explore minors, certificates, and plan your required REAL experience.
  • Get familiar with the research process with the VCU Libraries Research Basics Guide.
  • Talk to professors about your research interests, electives, and strategies for success in your classes.
  • Explore innovation and business/non-profit creation classes with the da Vinci Center.
  • Be prepared for a challenging year of accounting, economics, and math classes by attending free tutoring sessions at the Campus Learning Center to get ahead.
  • Make a shortlist of marketing fields that most interest you in MKTG 301 and use your shortlist to select a marketing concentration.
GET CONNECTED WITH YOUR COMMUNITY
  • Discuss personal and professional interests with faculty.
  • Take a service-learning class to get involved with local organizations while earning credit.
  • Volunteer to address a social issue and check out Hands on Greater Richmond for opportunities.
  • Learn about the Sophomore Year Experience in Cary & Belvedere.
  • If living on campus, join the Residence Hall Association.
  • Become a marketing or business school ambassador to represent the School of Business and expand your own resume.
  • Explore peer leadership opportunities or apply for the New Leaders Retreat or Alternative Spring Break.
DEVELOP CULTURAL AGILITY
  • Make friends with diverse perspectives and join a cultural or identity-related student organization.
  • Explore social issues, develop cultural competency skills, and engage with faculty through iExcel pop-up courses.
  • Investigate globally-focused courses in your major by pursuing language coursework or setting language proficiency goals with advisors and faculty.
  • Apply for the Critical Languages Scholarship.
  • Get to know other VCU students and meet new friends from all over the world at a monthly Global Café.
  • Investigate spending a summer abroad with the International Consulting Program (ICP).
EXPLORE CAREERS AND DEVELOP ESSENTIAL SKILLS
  • Complete a gap analysis with your career advisor to identify key skills required for your professional field.
  • Seek out practical experience through independent skill-building, internships, shadowing, or part-time work.
  • Explore global career options with a career advisor to set goals for getting your dream job.
  • Organize examples of your academic and professional experiences, accomplishments, and reflections in an ePortfolio.
  • Attend career and internship fairs and other professional development events.
  • Pursue a digital badge to highlight the knowledge, skills, and experiences employers and graduate schools value.
  • Focus on your strengths by taking a free CliftonStrengths assessment with the Office of Student Engagement.
  • Talk to Business Career Services about applying to externship opportunities specifically for second-year students.
PREPARING FOR LIFE AFTER COLLEGE
  • Connect with alumni on VCULink for career advice, industry contacts, and meaningful professional relationships.
  • Conduct informational interviews or shadow someone in a field of professional interest.
  • Ask a faculty or staff member to be your academic and professional mentor and to provide future letters of recommendation.
  • Meet with a coach at The Money Spot to set financial goals, understand student loans, and create spending plans.
  • Activate your American Marketing Association membership at the special student rate to stay current with the industry.
  • Join Pi Sigma Epsilon in the VCU Academy of Selling to develop your professional sales skills and network with employers.

Experience
MAXIMIZE COURSE AND DEGREE PLANNING
  • See your academic and career advisors to discuss graduation progress and career planning.
  • Enhance your business, software, technology, and creative skills using LinkedIn Learning.
  • Begin work on your core marketing requirements and consult with your academic advisor to optimize the order of course selection.
  • Consider adding the sales minor to complement your marketing major.
GET CONNECTED WITH YOUR COMMUNITY
DEVELOP CULTURAL AGILITY
  • Build language proficiency and cultural competence by carrying out your plans for study abroad, internships, and service-learning.
  • Get required REAL experience and effect community change by using iExcel’s Active Citizen’s Toolkit to vote and volunteer.
  • Explore new cultures at one of Richmond’s wide array of festivals.
  • Prepare for future work on multidisciplinary and multicultural teams by showcasing your interpersonal skills on your resume.
  • Attend Advance! Sales Industry career and networking events and learn how to work abroad.
  • Build a global portfolio of your best creative marketing work to showcase to employers from your classes, externships, and internships.
EXPLORE CAREERS AND DEVELOP ESSENTIAL SKILLS
  • Take advantage of mock interview opportunities through InterviewStream or meeting with a career advisor.
  • Update your ePortfolio.
  • Apply for the Graduate School Mentorship Program to learn more about graduate school and the graduate student experience.
  • Attend alumni panel events like Black in Business, First 100 Days, or Women in Business to hear from business professionals who were once in your shoes.
  • Talk to your academic advisor about how to augment your marketing internship by taking MKTG 485 Internship in Selling over the summer.
PREPARING FOR LIFE AFTER COLLEGE
  • Make a plan with your academic, career, and faculty advisors for applying to graduate school or land a micro-internship.
  • Study for and complete any standardized exams required for graduate school the summer before senior year. 
  • Prepare for job offer negotiation by researching salaries, benefits, and other opportunities for flexibility.
  • Create a draft resume, submit to VMock for initial feedback, and meet with a career coach in Business Career Services to debrief.
  • Develop your proficiency in the Google Marketing platform.

Excel
MAXIMIZE COURSE AND DEGREE PLANNING
  • Schedule an appointment with your academic advisor the semester before you graduate to ensure that all graduation requirements will be met.
  • Choose REAL electives to diversify your skillset and round out your degree.
  • Apply all that you've learned in your major by acing BUSN 499 in your final semester.
  • Be familiar with the prerequisites for MGMT 434, which is taken in the final semester, so that you graduate on time.
GET CONNECTED WITH YOUR COMMUNITY
DEVELOP CULTURAL AGILITY
  • Carry out globally-oriented research projects with multilingual faculty and international partners.
  • Read scholarly articles about diversity in your field.
  • Master your answers to interview questions about your experience working with diverse populations.
  • Plan for how you will grow your cultural agility after graduation.
  • Thoughtfully select globally-focused electives as you complete your concentration coursework.
EXPLORE CAREERS AND DEVELOP ESSENTIAL SKILLS
  • Meet with your academic or professional mentor and identify examples of your experiential learning to share with employers.
  • Publish your original research in Auctus: The Journal of Undergraduate Research and Creativity.
  • Consider becoming an educator through programs like RTR, which prepare graduates from a variety of majors to become teachers in high-need schools.
  • By serving as a mentoring liaison to international students through the Connect Mentoring program, develop your leadership skills as you recruit, educate, and train fellow School of Business majors.
  • Talk to your academic advisor about how to augment your marketing internship by taking MKTG 493 Internship in Marketing in your fourth year.
PREPARING FOR LIFE AFTER COLLEGE
  • Prepare for graduation by making a plan to complete licensing exams, applications, and self-marketing activities.
  • Single out prospective employers and create a job or graduate school search strategy at least 8 months before graduation.
  • Have a personal statement or cover letter reviewed by Career Services. 
  • Connect with the Office of VCU Alumni Relations at Grad Fair, Grad Bash, and the VCULink Industry Network or alumni chapter.
  • Attend the School of Business career fairs in fall and spring.
  • Get a 1:1 mentor through the Connect Mentoring program on VCU Bizconnect.
Visit majormaps.vcu.edu for the online version with links.
Sponsored by the Office of the Provost
Major map compass icon
2021-2022

Marketing

School of Business

Concentration(s):
General Marketing, Marketing Communications and Analytics, Product and Brand Management
MAXIMIZE COURSE AND DEGREE PLANNING GET CONNECTED WITH YOUR COMMUNITY DEVELOP CULTURAL AGILITY EXPLORE CAREERS AND DEVELOP ESSENTIAL SKILLS PREPARING FOR LIFE AFTER COLLEGE
Explore Year 1
  • Complete your Handshake profile and opt-in to industry email lists.
  • Set up a profile in the Student Opportunity Center to explore REAL opportunities.
  • Consider applying for a federal work-study job on- or off-campus in Handshake.
  • Seek research opportunities by applying for research funding through the Undergraduate Research Opportunities Program.
  • Apply to be a Division of Student Affairs peer leader.
  • Excel in BUSN 225 Winning Presentations to develop the public speaking and communication skills employers want.
  • Learn about and capitalize on your professional strengths by taking a free assessment like CliftonStrengths or True Colors with the Office of Student Engagement.
Experience Year 2
  • Schedule an appointment with your advisor to explore minors, certificates, and plan your required REAL experience.
  • Get familiar with the research process with the VCU Libraries Research Basics Guide.
  • Talk to professors about your research interests, electives, and strategies for success in your classes.
  • Explore innovation and business/non-profit creation classes with the da Vinci Center.
  • Be prepared for a challenging year of accounting, economics, and math classes by attending free tutoring sessions at the Campus Learning Center to get ahead.
  • Make a shortlist of marketing fields that most interest you in MKTG 301 and use your shortlist to select a marketing concentration.
  • Discuss personal and professional interests with faculty.
  • Take a service-learning class to get involved with local organizations while earning credit.
  • Volunteer to address a social issue and check out Hands on Greater Richmond for opportunities.
  • Learn about the Sophomore Year Experience in Cary & Belvedere.
  • If living on campus, join the Residence Hall Association.
  • Become a marketing or business school ambassador to represent the School of Business and expand your own resume.
  • Explore peer leadership opportunities or apply for the New Leaders Retreat or Alternative Spring Break.
  • Make friends with diverse perspectives and join a cultural or identity-related student organization.
  • Explore social issues, develop cultural competency skills, and engage with faculty through iExcel pop-up courses.
  • Investigate globally-focused courses in your major by pursuing language coursework or setting language proficiency goals with advisors and faculty.
  • Apply for the Critical Languages Scholarship.
  • Get to know other VCU students and meet new friends from all over the world at a monthly Global Café.
  • Investigate spending a summer abroad with the International Consulting Program (ICP).
  • Complete a gap analysis with your career advisor to identify key skills required for your professional field.
  • Seek out practical experience through independent skill-building, internships, shadowing, or part-time work.
  • Explore global career options with a career advisor to set goals for getting your dream job.
  • Organize examples of your academic and professional experiences, accomplishments, and reflections in an ePortfolio.
  • Attend career and internship fairs and other professional development events.
  • Pursue a digital badge to highlight the knowledge, skills, and experiences employers and graduate schools value.
  • Focus on your strengths by taking a free CliftonStrengths assessment with the Office of Student Engagement.
  • Talk to Business Career Services about applying to externship opportunities specifically for second-year students.
  • Connect with alumni on VCULink for career advice, industry contacts, and meaningful professional relationships.
  • Conduct informational interviews or shadow someone in a field of professional interest.
  • Ask a faculty or staff member to be your academic and professional mentor and to provide future letters of recommendation.
  • Meet with a coach at The Money Spot to set financial goals, understand student loans, and create spending plans.
  • Activate your American Marketing Association membership at the special student rate to stay current with the industry.
  • Join Pi Sigma Epsilon in the VCU Academy of Selling to develop your professional sales skills and network with employers.
Year 3
  • See your academic and career advisors to discuss graduation progress and career planning.
  • Enhance your business, software, technology, and creative skills using LinkedIn Learning.
  • Begin work on your core marketing requirements and consult with your academic advisor to optimize the order of course selection.
  • Consider adding the sales minor to complement your marketing major.
  • Build language proficiency and cultural competence by carrying out your plans for study abroad, internships, and service-learning.
  • Get required REAL experience and effect community change by using iExcel’s Active Citizen’s Toolkit to vote and volunteer.
  • Explore new cultures at one of Richmond’s wide array of festivals.
  • Prepare for future work on multidisciplinary and multicultural teams by showcasing your interpersonal skills on your resume.
  • Attend Advance! Sales Industry career and networking events and learn how to work abroad.
  • Build a global portfolio of your best creative marketing work to showcase to employers from your classes, externships, and internships.
  • Take advantage of mock interview opportunities through InterviewStream or meeting with a career advisor.
  • Update your ePortfolio.
  • Apply for the Graduate School Mentorship Program to learn more about graduate school and the graduate student experience.
  • Attend alumni panel events like Black in Business, First 100 Days, or Women in Business to hear from business professionals who were once in your shoes.
  • Talk to your academic advisor about how to augment your marketing internship by taking MKTG 485 Internship in Selling over the summer.
  • Make a plan with your academic, career, and faculty advisors for applying to graduate school or land a micro-internship.
  • Study for and complete any standardized exams required for graduate school the summer before senior year. 
  • Prepare for job offer negotiation by researching salaries, benefits, and other opportunities for flexibility.
  • Create a draft resume, submit to VMock for initial feedback, and meet with a career coach in Business Career Services to debrief.
  • Develop your proficiency in the Google Marketing platform.
Excel Year 4
  • Schedule an appointment with your academic advisor the semester before you graduate to ensure that all graduation requirements will be met.
  • Choose REAL electives to diversify your skillset and round out your degree.
  • Apply all that you've learned in your major by acing BUSN 499 in your final semester.
  • Be familiar with the prerequisites for MGMT 434, which is taken in the final semester, so that you graduate on time.
  • Carry out globally-oriented research projects with multilingual faculty and international partners.
  • Read scholarly articles about diversity in your field.
  • Master your answers to interview questions about your experience working with diverse populations.
  • Plan for how you will grow your cultural agility after graduation.
  • Thoughtfully select globally-focused electives as you complete your concentration coursework.
  • Meet with your academic or professional mentor and identify examples of your experiential learning to share with employers.
  • Publish your original research in Auctus: The Journal of Undergraduate Research and Creativity.
  • Consider becoming an educator through programs like RTR, which prepare graduates from a variety of majors to become teachers in high-need schools.
  • By serving as a mentoring liaison to international students through the Connect Mentoring program, develop your leadership skills as you recruit, educate, and train fellow School of Business majors.
  • Talk to your academic advisor about how to augment your marketing internship by taking MKTG 493 Internship in Marketing in your fourth year.
  • Prepare for graduation by making a plan to complete licensing exams, applications, and self-marketing activities.
  • Single out prospective employers and create a job or graduate school search strategy at least 8 months before graduation.
  • Have a personal statement or cover letter reviewed by Career Services. 
  • Connect with the Office of VCU Alumni Relations at Grad Fair, Grad Bash, and the VCULink Industry Network or alumni chapter.
  • Attend the School of Business career fairs in fall and spring.
  • Get a 1:1 mentor through the Connect Mentoring program on VCU Bizconnect.