Jun 13, 2024  
2023-2024 University Catalog 
2023-2024 University Catalog [ARCHIVED CATALOG]

Marketing, BS

About the Program

Marketing is a dynamic field that prepares students for a variety of careers ranging from brand and product management to marketing research and analytics to advertising and public relations. What makes marketing exciting is that it has both an analytical and a creative aspect. A marketing career can be a good fit for a student with either a liberal arts or technical background.

Marketing helps engage customers, builds strong customer relationships, and creates customer value. Today’s successful companies share a customer focus and a strong commitment to marketing. The two-fold goal of marketing is to attract new customers by promising superior value and to retain and grow customers by delivering value and satisfaction. To engage customers in long-term relationships, outstanding companies aim to generate customer loyalty by providing higher levels of customer satisfaction. They delight customers by promising what they can deliver and then delivering more than they promise. Delighted customers make repeat purchases and spread the word about their good experiences to others.

Plan of Study

The Marketing Major’s Plan of Study has courses that prepare students for various jobs. Consumer Analytics, Marketing Analytics and Marketing Research help develop skills to support data-driven decision-making. Digital Marketing and Social Media Marketing provide key insights for online marketing. Other courses focus on the strategic aspects of marketing, including Brand Management, International Marketing and New Product Development. Pricing Strategies develops skills on how to cover costs and enhance firm profit. Professional Selling helps students develop an understanding of sales managers’ goals, decision, and challenges and learn about hte tools to diacgnose and resolve strategic and tactical issues of selling.

Experiential Marketing is a capstone course where student teams apply their accumulated coursework to a sponsored active-learning project. This is done in small groups with faculty supervision. The deliverables require students to formulate a marketing strategy based on unstructured problem solving. Though the exact nature of the sponsored projects change each year, below are a few general examples.

Developing a marketing strategy for a new product.

  • Gathering insights for marketing decisions by analyzing marketing data.
  • Formulating a digital marketing strategy.

Job Placements

The Marketing Major’s overarching goal is to provide students with the knowledge and skills to thrive in a variety of marketing roles. Some students pursue careers in brand and product management. Others find positions as marketing researchers or marketing analysts. Finally, there are a growing number of careers in digital marketing and web design.Recent business school graduates have found marketing positions in a wide variety of firms. These include Accenture, Anheuser Busch, AT&T, Crowe LLP, Cummins, Dell, DISH Network, Dow, Eli Lilly, Ford, Intel, Kohl’s, Meijer, Nielsen, Oracle, PepsiCo, Roche Diagnostics, Salesforce, Unilever, West Monroe Partners and Whirlpool.There have also been digital marketing positions in the advertising industry. Some examples are Blank Space Branding, Drive Social Media, Found Search Marketing, and RevLocal.

Marketing Major Change (CODO) Requirements    

Degree Requirements

120 Credits Required

Department/Program Major Courses (64 credits)

Cultural Competency Selectives (6 credits)

  • Cultural Competency I Selective - Credit Hours: 3.00
  • Cultural Competency II Selective - Credit Hours: 3.00​​​​​​​

Cultural Competency Selectives for the Daniels School of Business  

Other Departmental Requirements (26-36 credits)

Electives (12-27 credits)

  • Electives - Credit Hours: 12.00-27.00

School of Business Requirements

MAI Requirements

  • To be admitted to upper level, a student must complete all Management Admissions Index (MAI) courses with a 3.00 or above MAI GPA AND a 2.50 cumulative GPA, have a C- or higher in all MAI AND any Management, Economics, and OBHR courses (M/E/O), and not be on academic notice.
  • University Policy states students may only attempt a course 3 times and grades of W are included in this limit. Per the School of Business, no more than three different MAI courses, or their equivalents, may be taken two times for a grade. Students are responsible for consulting their advisor about re-take options available to them.
  • Previous enrollments in MA 16100, 16200, 16500, 16600 do not count against the retake policy for the MAI.

The following are Management Admissions Index courses:

  • ECON 25100
  • MGMT 20000
  • MA 16010
  • SCLA 10100 or ENGL 10600 or ENGL 10800 or HONR 19903
  • SCLA 10200 or COM 11400 or COM 21700 or EDPS 31500

GPA Requirements

  • Graduation Index: 2.00 minimum
  • Major Index: 2.00 minimum

Course Requirements and Notes

  • MGMT, OBHR and ECON courses numbered 30000-level or higher can only be taken after being admitted to Upper Division, with the exception of OBHR 33300. Students may take this course during their sophomore year.
  • MGMT 31000 should be taken soon after you are admitted to Upper Division as it is a pre-requisite for all of your MAJOR SELECTIVES courses.
  • Courses taken on approved School of Business study abroad programs may be used to satisfy degree requirements. Students participating in a Purdue approved study abroad program are registered as full-time Purdue students during their semester abroad. Schedule an appointment with your advisor to discuss study abroad opportunities.

Pass/No Pass Policy

  • The pass/no pass option MAY NOT be selected for MAI, EAI, MGMT, ECON or OBHR (MEO) courses (even if selected as a general elective) required for a major, required minor or concentration, or core requirements.
  • Only courses taken for general electives that are not required major, minor or concentration courses may be taken pass/no pass.
  • The total credit hours selected under the pass/no pass option in the student’s baccalaureate program may not exceed 15.
  • The option cannot be adopted for more than one course per semester.
  • A student who elects this option must be classified as at least a sophomore 45-59 credits or higher.
  • Students who are repeating a course must repeat it using the same grade mode as the original attempt.
  • Students on academic notice must complete at least 12 hours of coursework for a letter grade during the semester. Those students on academic notice for a second consecutive semester may not elect the pass/no pass option until they are removed from academic notice.
  • See your advisor for Study Abroad Pass/No Pass Policy

Transfer Credit Policy

  • The number of general electives will vary for each student and can include AP credit, transfer credit, and/or Credit by Exam.
  • Transfer credit for upper level MGMT, OBHR and ECON will only be considered if taken at a 4-year AACSB accredited school.
  • More information can be found at Transfer Credit Guidlines

Summer Courses


University Requirements

University Core Requirements

For a complete listing of University Core Course Selectives, visit the Provost’s Website.
  • Human Cultures: Behavioral/Social Science (BSS)
  • Human Cultures: Humanities (HUM)
  • Information Literacy (IL)
  • Oral Communication (OC)
  • Quantitative Reasoning (QR)
  • Science #1 (SCI)
  • Science #2 (SCI)
  • Science, Technology, and Society (STS)
  • Written Communication (WC) 

Civics Literacy Proficiency Requirement

The Civics Literacy Proficiency activities are designed to develop civic knowledge of Purdue students in an effort to graduate a more informed citizenry. For more information visit the Civics Literacy Proficiency website.

Students will complete the Proficiency by passing a test of civic knowledge, and completing one of three paths:

  • Attending six approved civics-related events and completing an assessment for each; or
  • Completing 12 podcasts created by the Purdue Center for C-SPAN Scholarship and Engagement that use C-SPAN material and completing an assessment for each; or
  • Earning a passing grade for one of these approved courses (or transferring in approved AP or departmental credit in lieu of taking a course).

Upper Level Requirement

  • Resident study at Purdue University for at least two semesters and the enrollment in and completion of at least 32 semester hours of coursework required and approved for the completion of the degree. These courses are expected to be at least junior-level (30000+) courses.
  • Students should be able to fulfill most, if not all, of these credits within their major requirements; there should be a clear pathway for students to complete any credits not completed within their major.

Sample 8-semester Plan of Study

14-18 Credits

13-16 Credits

12-15 Credits

15 Credits

14-15 Credits

Spring 3rd Year

  • Cultural Competency Selective I - Credit Hours: 3.00
  • Major Selective - Credit Hours: 3.00
  • Major Selective - Credit Hours: 3.00
  • Elective - Credit Hours: 2.00-3:00
  • Elective - Credit Hours: 2.00-3.00

13-15 Credits

Fall 4th Year

  • Cultural Competency Selective II - Credit Hours: 3.00
  • Major Selective - Credit Hours: 3.00
  • Major Selective - Credit Hours: 3.00
  • Elective - Credit Hours: 3.00

15 Credits

Spring 4th Year

  • Major Selective - Credit Hours: 3:00
  • Elective - Credit Hours: 2.00-3:00
  • Elective - Credit Hours: 2.00-3.00
  • Elective - Credit Hours: 2.00-3:00

9-12 Credits

Pre-Requisite Information

For pre-requisite information, click here.

World Language Courses

World Language proficiency requirements vary by program. The following list is inclusive of all world languages PWL offers for credit; for acceptable languages and proficiency levels, see your advisor. (ASL-American Sign Language; ARAB-Arabic; CHNS-Chinese; FR-French; GER-German; GREK-Greek(Ancient); HEBR-Hebrew(Biblical); HEBR-Hebrew(Modern); ITAL-Italian; JPNS-Japenese; KOR-Korean; LATN-Latin; PTGS=Portuguese; RUSS-Russian; SPAN-Spanish)

Critical Course

The ♦ course is considered critical.

In alignment with the Degree Map Guidance for Indiana’s Public Colleges and Universities, published by the Commission for Higher Education (pursuant to HEA 1348-2013), a Critical Course is identified as “one that a student must be able to pass to persist and succeed in a particular major.  Students who want to be nurses, for example, should know that they are expected to be proficient in courses like biology in order to be successful.  These would be identified by the institutions for each degree program”. 


The student is ultimately responsible for knowing and completing all degree requirements.

Consultation with an advisor may result in an altered plan customized for an individual student.

The myPurduePlan powered by DegreeWorks is the knowledge source for specific requirements and completion.