Online Marketing Degree - Bachelor's of Science | WGU
Source: http://www.wgu.edu/online-business-degrees/marketing-bachelors-program.html
Archived: 2026-04-23 17:16
Online Marketing Degree - Bachelor's of Science | WGU
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Bachelor of Science
Online Bachelor's in Marketing
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OVERVIEW
An Online Marketing Degree That Prepares You for an Exciting Business Career
This online marketing degree is designed to be high impact, giving you the skills you need to position yourself as a top marketer. You'll be prepared to stand out with your understanding in traditional marketing concepts, along with knowledge in digital and emerging methods, data literacy, and customer-focused strategies. WGU’s Bachelor of Science in Marketing online degree is an affordable program focused on preparing you for a variety of careers in sales, promotion, and management.
This online marketing degree focuses specifically on the critical skills you need to thrive, including digital marketing, consumer behavior, marketing analytics, sales management, branding, content creation, communication, and more. You'll study and analyze consumer behavior as you learn how to develop strategies for various products and services, preparing you to work on teams in a variety of industries. Getting this marketing degree online will enhance your skills and credentials, ensuring you are prepared for an exciting career path in marketing management, marketing strategy, brand management, event planning, sales, content marketing, digital marketing, and many more areas.
Students are also encouraged to participate in the American Marketing Association WGU Student Chapter where they will benefit from belonging to a community of marketing professionals focused on networking and professional development. The AMA WGU Chapter provides a variety of benefits including access networking activities, professional development, and AMA’s job board (AMA membership required).
AMA Chapter Info
60% of graduates finish within
19 Months*
WGU lets you move more quickly through material you already know and advance as soon as you're ready. The result: You may finish faster.
*WGU Internal Data
Flexible Schedule
Tuition per six-month term is
$3,830
Tuition charged per term—rather than per credit—helps students control the ultimate cost of their business management degree. Finish faster, pay less!
Cost & Time
Average salary increase
$14,337
B.S. marketing graduates report an average salary increase of $14,337 after completing their WGU degree.
*WGU Internal Data
Career Outlook
Ready to Start Your WGU Journey?
Next Start Date:
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COURSES
Marketing Courses
Program consists of 37 courses
At WGU, we design our curriculum to be timely, relevant, and practical—all to help you show that you know your stuff.
Program Guide
The online marketing degree program is composed of several industry-relevant courses. Some may be waived through transfer from your previous college experience. Courses are generally completed one at a time instead of simultaneously, and you’ll work with your Program Mentor to build a personalized Degree Plan that keeps you on track.
WGU courses are competency-based which means that once you demonstrate mastery in a specific area, you can move on. This allows you to use your existing knowledge to move through your degree program more quickly.
The Bachelor of Science Marketing program is an all-online degree program. You’ll complete program requirements independently, with instruction and support from WGU faculty. You’ll be expected to complete at least 12 competency units for each 6-month term. Each course is typically three or four units. There’s no limit on the number of units you can complete each term, so the more courses you complete, the quicker you can finish your program.
WHAT ABOUT TRANSFER CREDITS?
Program consists of:
37 courses
An unofficial estimated 14 courses are fulfilled by your associate degree leaving 27 courses.
I Have an Associate Degree
Estimate My Transfer Credits
Courses Fulfilled By Your Associate Degree
This is an unofficial estimate of your transfer credits. You may receive more or less credits depending upon the specific courses taken to complete your degree and other credits you may have.
Below are the anticipated courses that will be fulfilled based on your indication that you have earned an associate’s degree. During the enrollment process this information will be verified.
General Education
Global Arts and Humanities
This is a Global Arts and Humanities course that contains three modules with corresponding lessons. This course is an invitation to see the world through the humanities, examine the humanities during the Information Age, and explore the global origins of music—essentially questioning what makes us human, and how people are connected across culture and time. Each module includes learning opportunities through readings, videos, audio, and other relevant resources. Assessment activities with feedback also provide opportunities to practice and check learning. With no prior knowledge or experience, a learner can expect to spend 30-40 hours on the course content.
Critical Thinking: Reason and Evidence
In this course you will learn key critical thinking concepts and how to apply them in the analysis and evaluation of reasons and evidence. The course examines the basic components of an argument, the credibility of evidence sources, the impact of bias, and how to construct an argument that provides good support for a claim. The course consists of an introduction and four major sections. Each section includes learning opportunities through readings, videos, audio, and other relevant resources. Assessment activities with feedback also provide opportunities to check your learning, practice, and show how well you understand course content. Because the course is self-paced, you may move through the material as quickly or as slowly as you need to gain proficiency in the four competencies that will be covered in the final assessment. If you have no prior knowledge or experience, you can expect to spend 30-40 hours on the course content.
Introduction to Communication: Connecting with Others
Welcome to Introduction to Communication: Connecting with Others! It may seem like common knowledge that communication skills are important, and that communicating with others is inescapable in our everyday lives. While this may appear simplistic, the study of communication is actually complex, dynamic, and multifaceted. Strong communication skills are invaluable to strengthening a multitude of aspects of life. Specifically, this course will focus on communication in the professional setting, and present material from multiple vantage points, including communicating with others in a variety of contexts, across situations, and with diverse populations. Upon completion, you will have a deeper understanding of both your own and others’ communication behaviors, and a toolbox of effective behaviors to enhance your experience in the workplace.
Introduction to Sociology
This course teaches students to think like sociologists, or, in other words, to see and understand the hidden rules, or norms, by which people live, and how they free or restrain behavior. Students will learn about socializing institutions, such as schools and families, as well as workplace organizations and governments. Participants will also learn how people deviate from the rules by challenging norms and how such behavior may result in social change, either on a large scale or within small groups.
Health, Fitness, and Wellness
Health, Fitness, and Wellness focuses on the importance and foundations of good health and physical fitness—particularly for children and adolescents—addressing health, nutrition, fitness, and substance use and abuse.
Influential Communication through Visual Design and Storytelling
Influential Communication through Visual Design and Storytelling provides learners with foundational visual design and storytelling techniques to influence and create a lasting impression on audiences. Learners will first explore how human behavior is influenced by visuals and when to apply visual techniques to better communicate with audiences. Next, learners will learn techniques for creating compelling stories that create memorable images within the audience's mind. Ultimately, learners who master these skills will be well-positioned to apply their visual and storytelling techniques to not only better communicate their thoughts and ideas to an audience, but to also influence or motivate them.
Applied Probability and Statistics
Applied Probability and Statistics is designed to help students develop competence in the fundamental concepts of basic statistics including: introductory algebra and graphing; descriptive statistics; regression and correlation; and probability. Statistical data and probability are often used in everyday life, science, business, information technology, and educational settings to make informed decisions about the validity of studies and the effect of data on decisions. This course discusses what constitutes sound research design and how to appropriately model phenomena using statistical data. Additionally, the content covers simple probability calculations, based on events that occur in the business and IT industries. No prerequisites are required for this course.
World History: Diverse Cultures and Global Connections
This is World History: Diverse Cultures and Global Connections. In this course, you will focus on three main topics—cultural and religious diversity; pandemics; and the relationship of empires and nation states—as well as the skills of identifying root causes, explaining causes and effects, and analyzing complex systems. This course consists of an introduction and four major sections. Each section includes learning opportunities through reading, images, videos, and other relevant resources. Assessment activities with feedback also provide opportunities to practice and check how well you understand the content. Because the course is self-paced, you may move through the material as quickly or as slowly as you need to, with the goal of demonstrating proficiency in the four competencies covered in the final assessment. If you have no prior knowledge of this material, you can expect to spend 30-40 hours on the course content.
Composition: Successful Self-Expression
Welcome to Composition: Successful Self-Expression! In this course, you will focus on four main topics: professional writing for a cross-cultural audience, narrowing research topics and questions, researching for content to support a topic, and referencing research sources. Each section includes learning opportunities through readings, videos, audio, and other relevant resources. Assessment activities with feedback also provide opportunities to check your learning, practice, and show how well you understand course content. Because the course is self-paced, you may move through the material as quickly or as slowly as you need to gain proficiency in the seven competencies that will be covered in the final assessment. If you have no prior knowledge or experience, you can expect to spend 30-40 hours on the course content. You will demonstrate competency through a performance assessment. There is no prerequisite for this course and there is no specific technical knowledge needed.
Integrated Physical Sciences
This course provides students with an overview of the basic principles and unifying ideas of the physical sciences: physics, chemistry, and earth sciences. Course materials focus on scientific reasoning and practical, everyday applications of physical science concepts to help students integrate conceptual knowledge with practical skills.
Business Core
Emotional and Cultural Intelligence
Success in today’s workplace requires more than technical skill. It depends on emotional awareness, cultural understanding, and ethical decision-making. This course will help you strengthen your ability to communicate effectively, connect across differences, and lead with empathy. These are not soft skills. They are the professional capabilities employers value most and the human qualities that technology can never replace.
Innovative and Strategic Thinking
This course covers an important part of being a business professional: the knowledge and skills used in building and implementing business strategy. The course helps students build on previously acquired competencies in the areas of management, innovative thinking, and risk management while introducing them to the concepts and theories underpinning business strategy as a general business perspective. The course will help students gain skills in analyzing different business environments and in using quantitative literacy and data analysis in business strategy development and implementation. This course helps to provide students with a generalist overview of the area of business strategy.
Principles of Financial and Managerial Accounting
Principles of Financial and Managerial Accounting provides students with an introduction to the discipline of accounting and its context within the business environment. In this course, students will learn to differentiate between financial, cost, and managerial accounting and where these accounting types fit into the business environment. This course will help students gain a fundamental knowledge of the budgeting process, how to analyze basic financial statements, and how to use spreadsheets to analyze data. This course provides students with a business generalist overview of the field of accounting and acts as a preview course for the accounting major.
Business Environment Applications II: Process, Logistics, and Operations
Business Environment II: Logistics, Process, and Operations provides students with a generalist overview of the business environment as they explore themes of ethics, problem-solving, and innovative thinking. This course adds to the students’ business skills and knowledge in a number of professional areas. The first part of the course uncovers a series of business processes like project and risk management. The second part gives an introductory-level look at the specialized areas of operations management, supply chains, and logistics. The course finishes with models of change management and how to use them to overcome barriers in organizations.
Fundamentals for Success in Business
This introductory course provides students with an overview of the field of business and a basic understanding of how management, organizational structure, communication, and leadership styles affect the business environment. It also introduces them to some of the power skills that help make successful business professionals, including time management, problem solving, emotional intelligence and innovation; while also teaching them the importance of ethics. This course gives students an opportunity to begin to explore their own strengths and passions in relation to the field while also acclimating them to the online competency-based environment.
Business Environment Applications I: Business Structures and Legal Environment
Business Environment Applications 1 provides students with a generalist overview of the business environment and a deeper look at a number of topics that make up the non-discipline areas of business which are required for a business person to be successful within any business environment. The first part of the course focuses on knowledge about organizations and how people operate within organizations, including the areas of organizational theory, structure, and effectiveness. The course then looks at business from a legal perspective with an overview of the legal environment of business. The course will prepare the student to consider specific legal situations and to make legal and ethical decisions related to those situations.
Business Simulation
This course ties together all the skills and knowledge covered in the business courses and allows the student to prove their mastery of the competencies by applying them in a simulated business environment. This course will help take the student's knowledge and skills from the theoretical to applicable.
Principles of Economics
Principles of Economics introduces students to foundational economic theories on markets and market behavior. This information is valuable to students pursuing careers involving decision making and is applicable to any industry. This course has three competencies: The Economic Way of Thinking, Microeconomics, and Macroeconomics. In the first, economics is defined, and fundamental economic principles are introduced. Microeconomics develops the supply and demand model and demonstrates how it is used to understand business interactions and to make public policy decisions. The competency includes supply, demand, elasticity, efficiency, market failure, costs, production, and market structure. Macroeconomics focuses on the measurement and performance of the nation economy. The competency includes macroeconomic variables, aggregate supply, aggregate demand, money, monetary policy, fiscal policy, and international trade.
Finance Skills for Managers
This course provides students with an introductory look at the discipline of finance and its context within the business environment. Students gain the knowledge to differentiate between personal and business finance and how they may overlap in a business environment. Students also gain a fundamental knowledge of financial forecasting and budgeting, statement analysis, and decision making. This course provides the student a business generalist overview of the field of finance and builds on previous acquired competencies related to using spreadsheets.
Principles of Management
Principles of Management provides students with an introductory look at the discipline of management and its context within the business environment. Students of this course build on previously mastered competencies by taking a more in-depth look at management as a discipline and how it differs from leadership while further exploring the importance of communication within business. This course provides students with a business generalist overview in the areas of strategic planning, total quality, entrepreneurship, conflict and change, human resource management, diversity, and organizational structure.
Managing in a Global Business Environment
Managing in a Global Business Environment provides students with a generalist overview of business from a global perspective, while also developing basic skills and knowledge to help them make strategic decisions, communicate, and develop personal relationships in a global environment. Business today is by its very nature a global environment, and individuals working in business will experience the global nature of business as they progress through their careers. This course builds on previously acquired competencies by providing an overview of U.S. federal laws in relation to doing business in a global environment.
Fundamentals of Spreadsheets and Data Presentations
Fundamentals of Spreadsheets and Data Presentations offers learners an overview of the use of spreadsheet functions and methods for presenting data within spreadsheets. Learners will have the opportunity to explore features and uses of MS Excel and apply the tools to situations they may encounter while studying in their program. They will also be introduced to real world uses and tools to collect, organize and present data.
Marketing
Consumer Behavior
Consumer Behavior examines the buying behavior of consumers in the marketplace. Students will gain knowledge of consumer behavior theories and an understanding of how consumer behavior concepts apply to the consumer decision-making process. Students will learn how consumer insights are gained through the exploration of external social and cultural influences such as reference groups, family, and culture, as well as consumer influences such as needs, motivation, personality, and learning. The course also provides an interdisciplinary perspective, including psychology, sociology, anthropology, and economics, to better evaluate and predict consumer behavior.
Digital Marketing
This course provides students with a knowledge of digital marketing and an introduction to specializations within digital marketing. Foundational knowledge in the areas of content marketing, digital advertising, search engine optimization, social media, web development and analysis, and marketing automation is provided. Students gain a broad overview of digital marketing and an opportunity to explore specific areas of specialization within the field of digital marketing to understand how digital marketing is integrated within a firm’s overall marketing strategy.
Sales Management
This course provides students with knowledge on the sales profession, customer relationship management, and sales management functions. Students gain insights into the sales process, the relationship between sales and marketing, and the responsibilities of sales management within both business-to-consumer (B2C) and business-to-business (B2B) selling environments.
Marketing Strategy and Analytics
Marketing Strategy and Analytics is the capstone course for the marketing major. The course provides students with the opportunity to demonstrate competencies developed throughout the program by engaging in the design, implementation, and analysis of a marketing strategy. Students are given business scenarios using simulations and case studies to apply critical-thinking and decision-making skills. Students will analyze the business environment and make decisions about market segmentation, buyer behavior, and the marketing mix. Students will demonstrate the relationship between strategy and analytics by using marketing analytics to report marketing campaign results and make recommendations. This course provides students with real-world application to prepare them for the marketing industry.
Marketing Management
Marketing Management examines foundational marketing concepts. Marketing is ever-present in our daily lives and this course will help students understand how organizations use marketing activities to create value for their customers. Students will study the strategic marketing planning process and the marketing mix of product, price, place, and promotion. Students will gain knowledge about the market research process and how data are used to inform marketing decisions. Emphasis will be placed on ethical and sustainable marketing practices, along with a focus on service marketing in today’s service economy. This course will provide students with a basic marketing understanding to prepare them for specialized major courses.
Marketing Applications
Marketing Applications allows students to apply their knowledge of core marketing principles by creating a comprehensive marketing plan. The plan will apply knowledge of the marketing planning process, market analysis, and the marketing mix (product, place, promotion, and price).
Brand Management
Brand Management examines how brands provide value to both consumers and organizations. Brands are a part of a consumer’s everyday life and organization’s strategically plan, measure, and manage brands. In this course, students will apply the strategic brand management process using a customer-based brand equity model. Students will identify how brand strategies are used and how brand associations are leveraged to create a competitive advantage. Brand equity measurement systems are explored, including brand audits and tracking studies that use qualitative and quantitative brand research techniques. Students will construct a brand architecture strategy by identifying brand extension opportunities to develop an appropriate branding strategy in a global marketplace. Reputation-management strategies and crisis management techniques are also taught to assist in preserving and protecting an organization’s brand equity.
Content Marketing
Content Marketing examines how organizations create and distribute marketing communications to attract and retain customers. Students will gain knowledge of the content planning process and how content marketing supports brand and organizational goals by learning how to create, distribute, promote, and measure relevant and valuable content. Students will learn content ideation and will write compelling copy that creates relationships with customers to build trust and enhance an organization’s reputation and authority.
Business Management
Business Management Tasks
Business Management Tasks addresses important concepts needed to effectively manage a business. Topics include understanding the cost-quality relationship, using various types of graphical charts in operations management, managing innovation, and developing strategies for working with individuals and groups.
Quantitative Analysis For Business
Quantitative Analysis for Business explores various decision-making models, including expected value models, linear programming models, and inventory models. This course helps student learn to analyze data by using a variety of analytic tools and techniques to make better business decisions. In addition, it covers developing project schedules using the Critical Path Method. Other topics include calculating and evaluating formulas, measures of uncertainty, crash costs, and visual representation of decision-making models using electronic spreadsheets and graphs. This course has no prerequisites.
Project Management
Project Management prepares you to manage projects from start to finish within any organization structure. The course represents a view into different project-management methods and delves into topics such as project profiling and phases, constraints, building the project team, scheduling, and risk. You will be able to grasp the full scope of projects you may work with on in the future, and apply proper management approaches to complete a project. The course features practice in each of the project phases as you learn how to strategically apply project-management tools and techniques to help organizations achieve their goals.
Values-Based Leadership
Values-Based Leadership guides students to learn by reflection, design, and scenario planning. Through a combination of theory, reflection, value alignment, and practice, the course helps students examine and understand values-based leadership and explore foundations in creating a culture of care. In this course, students are given the opportunity to identify and define their personal values through an assessment and reflection process. Students then evaluate business cases to practice mapping the influence of values on their own leadership. In this course, students also participate in scenario planning, where they can practice implementing their values in their daily routine (i.e., behaviors) and then in a leadership setting. The course illustrates how values-driven leadership is used in goal setting as well as problem-solving at an organizational level. There are no prerequisites for this course.
Organizational Behavior
Organizational Behavior and Leadership explores how to lead and manage effectively in diverse business environments. Students are asked to demonstrate the ability to apply organizational leadership theories and management strategies in a series of scenario-based problems.
Business Communication
Business Communication is a survey course of communication skills needed in the business environment. Course content includes writing messages, reports, and résumés and delivering oral presentations. The course emphasizes communication processes, writing skills, message types, and presentation of data. The development of these skills is integrated with the use of technology.
Human Resources
Functions of Human Resource Management
Human resource management is where strategy and people come together. This course introduces you to the full scope of HR functions, including workforce planning, talent acquisition, compensation, employee development, labor relations, and workplace safety. By understanding how these functions work together, you will see how HR professionals influence both business results and the employee experience.
37 Courses
Program consists of 37 courses
At WGU, we design our curriculum to be timely, relevant, and practical—all to help you show that you know your stuff.
Program Guide
Capstone Project
Special requirements for this program
WGU’s B.S. Marketing degree program includes a capstone experience that challenges you to design, implement, and analyze a marketing campaign. You will be given business scenarios using simulations and case studies to apply critical-thinking and decision-making skills. You will analyze the business environment and make decisions about market segmentation, buyer behavior, and the marketing mix. You will then use marketing analytics to report marketing campaign results and make recommendations. You will complete this final assignment using knowledge gained through your studies at WGU.
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WGU vs. Traditional Universities
Compare the Difference
Traditional Universities
TUITION STRUCTURE
Per credit hour
Flat rate per 6-month term
SUPPORT
Schedule and wait days or even weeks to meet with one of many counselors
Simply email or call to connect with your designated Program Mentor who supports you from day one
EXAMS
Scheduled time
Whenever you feel ready
SCHEDULE
Professor led lectures at a certain time and place
Courses available anytime, from anywhere
TIME TO FINISH
Approximately 4 years, minimal acceleration options
As quickly as you can master the material, typically less than 3 years
TRANSFER CREDITS
Few accepted, based on certain schools and specific courses
A generous transfer policy that is based on your specific situation
Apply Now
Traditional Universities
TUITION STRUCTURE
Per credit hour
TUITION STRUCTURE
Flat rate per 6-month term
SUPPORT
Schedule and wait days or even weeks to meet with one of many counselors
SUPPORT
Simply email or call to connect with your designated Program Mentor who supports you from day one
EXAMS
Scheduled time
EXAMS
Whenever you feel ready
SCHEDULE
Professor led lectures at a certain time and place
SCHEDULE
Courses available anytime, from anywhere
TIME TO FINISH
Approximately 4 years, minimal acceleration options
TIME TO FINISH
As quickly as you can master the material, typically less than 3 years
TRANSFER CREDITS
Few accepted, based on certain schools and specific courses
TRANSFER CREDITS
A generous transfer policy that is based on your specific situation
Apply Now
Why WGU?
Earning Potential
A degree can dramatically impact your earning potential. After graduation WGU marketing students report earning $14,337* more per year.
*WGU Internal Data
PAYING FOR SCHOOL
On Your Schedule
Competency-based education means you can move as quickly through your degree as you can master the material. You don't have to log in to classes at a certain time—you are truly in the driver's seat of your education
A FLEXIBLE SCHEDULE
Entirely Online
The marketing bachelor's degree at WGU is 100% online, which means it works wherever you are. You can do your coursework at night after working at your full-time job, on weekends, while you're traveling the world or on vacation—it's entirely up to you.
ADMISSIONS INFO
Accredited, Respected,
Recognized™
One important measure of a degree’s value is the reputation of the university where it was earned. When employers, industry leaders, and academic experts hold your alma mater in high esteem, you reap the benefits of that respect. WGU is a pioneer in reinventing higher education for the 21st century, and the quality of this program has been recognized by ACBSP.
COST & TIME
An Online Marketing Degree That's Affordable
By charging per term rather than per credit—and empowering students to accelerate through material they know well or learn quickly—WGU helps students control the ultimate cost of their degrees. The faster you complete your program, the less you pay for your degree.
Apply FREE
Tuition Calculator
Pay less by completing your program faster
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Cost Breakdown
Tuition
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A Marketing Degree Within Reach
There is help available to make paying for school possible for you:
The average student loan debt of WGU graduates in 2022 (among those who borrowed) was less than half* the national average.
Responsible Borrowing Initiative
Most WGU students qualify for financial aid, and WGU is approved for federal financial aid and U.S. veterans benefits.
Financial Aid
Many scholarship opportunities are available. Find out what you might be eligible for.
Scholarships
*
WGU undergraduate students have approximately half the debt at graduation compared to the national average, according to the Institute for College Access and Success (2022).
FLEXIBLE SCHEDULE
A Different Way to Learn: Degree Programs Designed to Fit Your Life—and All the Demands on Your Time
Professional responsibilities. Family obligations. Personal commitments. At WGU, we understand schedules are tight and often unpredictable for adult students. That’s why we offer a
flexible, personalized
approach to how education should be. No rigid class schedules. Just a solid, career-focused teaching program that meshes with your current lifestyle. You'll be challenged. You'll work hard. But if you commit yourself and put in the hours needed, WGU makes it possible for you to earn a
highly respected degree
as a busy working adult.
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"Great education courses that allowed myself to push and learn at my comfortable pace. Fantastic course instructors and mentors that wanted me to succeed.”
—Spencer Nance
B.S. Marketing
CAREER OUTLOOK
Success in Business Starts With a College Degree in Marketing
What can you do with a marketing degree? Marketing is a lucrative, exciting, and always changing profession. This online bachelor's degree prepares you to be a marketer that will impact your organization, the industry, and your entire community. You will have the skills you need to create positive change in important ways. This marketing bachelor's degree program will help you enhance your communication skills and marketing perception, preparing you for a wide variety of valuable careers.
A successful career in marketing requires an up-to-date understanding of how to position a product or service to consumers and build a brand’s image. It’s a field that requires creative thinking and good communication skills. WGU’s online Bachelor of Science in Marketing is designed to teach you how to develop a brand that will succeed in a competitive marketplace.
MORE ABOUT CAREERS
Return on Your Investment
Many WGU graduates may see an increase in income post-graduation
Average income increase in annual salary vs. pre-enrollment salary from all degrees. Source:
2024 Harris Poll
of 1,655 WGU graduates.
Survey was sent to a representative sample of WGU graduates from all colleges. Respondents received at least one WGU degree since 2017.
This program covers a wide range of career-relevant topics such as marketing, finance, human resources, operations, and strategy. You’ll learn how to analyze financial statements, create marketing plans, manage human resources effectively, and make strategic decisions that drive business success. Whether you want to earn a raise, a promotion, or pursue an entirely new future, our program can help you stand out from the competition and achieve your goals.
8%
Overall employment of advertising, promotions, and marketing managers is projected to
grow 8% through 2033
, faster than the average for all occupations.
—U.S. Bureau of Labor Statistics
Develop a Strategy for Your Marketing Career
Job Titles
Marketing Manager
Content Marketing Specialist
Social Media Manager
Marketing Analyst
Brand Manager
Sales Manager
Skills
Marketing Analytics
Marketing Strategy
Project Management
Global Marketing
Brand Management
Employment Opportunities
Brand Management
Product Management
Digital Marketing
Social Media Marketing
Email Marketing
Copywriting
WGU Grads Hold Positions With Top Employers
Explore More
ADMISSIONS & TRANSFERS
WGU Admission Requirements
What We Look for in Applicants
WGU considers a range of factors that reflect academic readiness, alignment with our mission, and potential for success in the program when reviewing applications. While no single element guarantees admission, strong applications to undergraduate programs possess one or more of the following:
Successfully complete college coursework
Possess an approved industry certification
Earned an associate’s degree in a related field
Applicants must possess a high school diploma or its equivalent AND demonstrate program readiness through one of the following:
Option 1
: Submit transcripts documenting completion of college-level coursework with a cumulative GPA of 2.0 or higher.
Option 2
: Possess a bachelor's or associate's degree from an accredited post-secondary institution.
Option 3
: Submit high school transcripts for review with a GPA of 2.0 or higher.
GENERAL ADMISSION REQUIREMENTS
Get Your Enrollment Checklist
Download your step-by-step guide to enrollment.
VIEW CHECKLIST
Get Your Questions Answered
Talk to an WGU Enrollment Counselor.
CONTACT AN ENROLLMENT COUNSELOR
Transfer Credits
If you’ve taken courses, have earned certifications, or received a degree from a community college or another university, you're likely already well on your way to a WGU degree.
You can almost always transfer credits when you send accredited bachelor's or asociate degree transcripts.
WGU’s curriculum structure is competency-based, allowing you to apply your existing knowledge and skills to your education.
Students with an Associate of Arts (A.A.) or Associate of Science (A.S.) degree usually qualify for upper-division standing at WGU.
Depending on your degree program, you may qualify for additional requirement waivers.
If you have completed some college coursework but have not earned a degree, WGU will conduct a transcript evaluation.
Your experience may waive some of your requirements.
TRANSFER INFORMATION
MORE DETAILS
WGU Certificates in Marketing
The marketing degree program allows students to earn valuable credentials on their path to a degree, including the marketing, strategic thinking and innovation, and leadership certificates. These certificates allow you to demonstrate mastery and add credentials to your résumé before you even graduate with your degree.
MORE ABOUT COURSES
Marketing
Marketing
Strategic Thinking & Innovation
Strategic Thinking & Innovation
Leadership
Leadership
Frequently Asked Questions about Marketing
General Marketing Program Questions
Earning your Marketing Degree Online
Marketers do all kinds of work to help drive customers to their product, and there are many career paths within the marketing field. These can include a focus on many of the areas within digital marketing including—paid advertisements, content marketing, search engine optimization (SEO), website development and analysis, social media campaigns, and email marketing. Other areas of marketing can focus on maintaining customer relationships with career paths in sales, business development, account management, and sales management. Marketers can also have career paths in public relations, event planning, sales promotions and advertising, market research, and brand management. Marketers can focus on business-to-consumer or business-to-business relationships.
There is not one major that is better than another—it all depends on what you want! There are many different skills you will learn in a marketing degree program versus a management degree program. A marketing degree program focuses on the activities to drive demand for products and services. These activities include understanding the customer and how marketing strategies are used to create brands and customer relationships. In a management degree you’ll focus on the administration of the organization through its people, process, and leadership. While marketing and management apply to many types of industries, for-profit, non-profit, and government, marketing focuses on creating customer value, and management focuses on the internal organizational activities.
If you’re looking to pursue a career in marketing, a bachelor’s degree in marketing is a great option. A bachelor’s degree in marketing will help you learn about business fundamentals, traditional and digital marketing, marketing strategy, social media, brand management, sales management, problem-solving, sales forecasting, and service marketing.
For a traditional bachelor's degree program you should expect it will take you 4 years to complete. However, some online colleges like WGU will allow you to move faster. At WGU, most students finish their marketing degree within 36 months.
A marketing degree will typically fall under a business college. Because marketing is a critical function of every business that aligns directly with the sales techniques and overall budgets of an organization, most marketing degrees are part of a business program.
If you have a marketing degree you can likely get a job in any industry. All kinds of businesses and organizations rely on marketing professionals to help them reach their audience. There are many career paths for professionals who have a marketing degree, including:
Marketing specialist
Marketing manager
Advertising manager
Public relations manager
Absolutely. A traditional or online marketing degree can help you gain key skills and credentials that will ensure you're ready for your career. A good traditional or online program will teach you about traditional marketing techniques, email marketing, digital marketing, social media, brand strategy, content, sales, and more. A degree can help you boost your earning potential and be qualified for jobs.
Yes, WGU's marketing degree is ranked #1 in degree completions. Students that start the marketing program at WGU are more likely to complete it and enhance their marketability and employability. B.S. marketing students average a $10,686 raise in pay within two years of graduation.*
*WGU Internal Data
You have the potential to earn three certificates as you complete the marketing degree. Certificates are a group of courses related to a set of knowledge that are awarded when competency is demonstrated. Within the marketing degree, and in addition to earning a bachelor’s degree, you’ll can earn certificates in strategic thinking and innovation, leadership, and marketing. These certificates provide a group of courses that will compliment your marketing career with an understanding of how strategic thinking, innovation, and leadership enhance your marketing activities. Certificates can be marketed to employers when they are earned and enhance professional reputation and marketability, providing you a competitive advantage in the job market.
Yes! There are many options available that allow students to pursue a marketing degree online. Research business programs to find the right option as far as program length, courses, and career outcomes. Your program should prepare you with a variety of skills such as digital marketing, sales management, brand strategy, and more.
A traditional bachelor's degree in marketing will take 4 years to complete. However, there are many online marketing degree options that may allow you to accelerate and finish your degree much faster. For example, at WGU you may be able to finish your degree in just 3 years.
WGU’s marketing degree is a complete program that prepares students for a career in marketing. You will gain knowledge in traditional marketing concepts, along with knowledge in digital marketing, data literacy, and customer-focused strategies. Throughout the marketing degree you will have the opportunity to develop a professional portfolio to show employers your marketing skills. You will write a marketing plan, create a consumer persona, write a brand strategy and a brand crisis management plan, create a content asset by writing a blog post, and prepare presentations that include making marketing campaign recommendations. You will gain real-world application throughout your marketing courses that is directly applicable to a career in marketing. You will get to “do” marketing throughout the WGU marketing degree to enhance your own marketability!
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Bachelor of Science
Online Bachelor's in Marketing
Apply Now
OVERVIEW
An Online Marketing Degree That Prepares You for an Exciting Business Career
This online marketing degree is designed to be high impact, giving you the skills you need to position yourself as a top marketer. You'll be prepared to stand out with your understanding in traditional marketing concepts, along with knowledge in digital and emerging methods, data literacy, and customer-focused strategies. WGU’s Bachelor of Science in Marketing online degree is an affordable program focused on preparing you for a variety of careers in sales, promotion, and management.
This online marketing degree focuses specifically on the critical skills you need to thrive, including digital marketing, consumer behavior, marketing analytics, sales management, branding, content creation, communication, and more. You'll study and analyze consumer behavior as you learn how to develop strategies for various products and services, preparing you to work on teams in a variety of industries. Getting this marketing degree online will enhance your skills and credentials, ensuring you are prepared for an exciting career path in marketing management, marketing strategy, brand management, event planning, sales, content marketing, digital marketing, and many more areas.
Students are also encouraged to participate in the American Marketing Association WGU Student Chapter where they will benefit from belonging to a community of marketing professionals focused on networking and professional development. The AMA WGU Chapter provides a variety of benefits including access networking activities, professional development, and AMA’s job board (AMA membership required).
AMA Chapter Info
60% of graduates finish within
19 Months*
WGU lets you move more quickly through material you already know and advance as soon as you're ready. The result: You may finish faster.
*WGU Internal Data
Flexible Schedule
Tuition per six-month term is
$3,830
Tuition charged per term—rather than per credit—helps students control the ultimate cost of their business management degree. Finish faster, pay less!
Cost & Time
Average salary increase
$14,337
B.S. marketing graduates report an average salary increase of $14,337 after completing their WGU degree.
*WGU Internal Data
Career Outlook
Ready to Start Your WGU Journey?
Next Start Date:
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Start Dates the 1st of Every Month
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COURSES
Marketing Courses
Program consists of 37 courses
At WGU, we design our curriculum to be timely, relevant, and practical—all to help you show that you know your stuff.
Program Guide
The online marketing degree program is composed of several industry-relevant courses. Some may be waived through transfer from your previous college experience. Courses are generally completed one at a time instead of simultaneously, and you’ll work with your Program Mentor to build a personalized Degree Plan that keeps you on track.
WGU courses are competency-based which means that once you demonstrate mastery in a specific area, you can move on. This allows you to use your existing knowledge to move through your degree program more quickly.
The Bachelor of Science Marketing program is an all-online degree program. You’ll complete program requirements independently, with instruction and support from WGU faculty. You’ll be expected to complete at least 12 competency units for each 6-month term. Each course is typically three or four units. There’s no limit on the number of units you can complete each term, so the more courses you complete, the quicker you can finish your program.
WHAT ABOUT TRANSFER CREDITS?
Program consists of:
37 courses
An unofficial estimated 14 courses are fulfilled by your associate degree leaving 27 courses.
I Have an Associate Degree
Estimate My Transfer Credits
Courses Fulfilled By Your Associate Degree
This is an unofficial estimate of your transfer credits. You may receive more or less credits depending upon the specific courses taken to complete your degree and other credits you may have.
Below are the anticipated courses that will be fulfilled based on your indication that you have earned an associate’s degree. During the enrollment process this information will be verified.
General Education
Global Arts and Humanities
This is a Global Arts and Humanities course that contains three modules with corresponding lessons. This course is an invitation to see the world through the humanities, examine the humanities during the Information Age, and explore the global origins of music—essentially questioning what makes us human, and how people are connected across culture and time. Each module includes learning opportunities through readings, videos, audio, and other relevant resources. Assessment activities with feedback also provide opportunities to practice and check learning. With no prior knowledge or experience, a learner can expect to spend 30-40 hours on the course content.
Critical Thinking: Reason and Evidence
In this course you will learn key critical thinking concepts and how to apply them in the analysis and evaluation of reasons and evidence. The course examines the basic components of an argument, the credibility of evidence sources, the impact of bias, and how to construct an argument that provides good support for a claim. The course consists of an introduction and four major sections. Each section includes learning opportunities through readings, videos, audio, and other relevant resources. Assessment activities with feedback also provide opportunities to check your learning, practice, and show how well you understand course content. Because the course is self-paced, you may move through the material as quickly or as slowly as you need to gain proficiency in the four competencies that will be covered in the final assessment. If you have no prior knowledge or experience, you can expect to spend 30-40 hours on the course content.
Introduction to Communication: Connecting with Others
Welcome to Introduction to Communication: Connecting with Others! It may seem like common knowledge that communication skills are important, and that communicating with others is inescapable in our everyday lives. While this may appear simplistic, the study of communication is actually complex, dynamic, and multifaceted. Strong communication skills are invaluable to strengthening a multitude of aspects of life. Specifically, this course will focus on communication in the professional setting, and present material from multiple vantage points, including communicating with others in a variety of contexts, across situations, and with diverse populations. Upon completion, you will have a deeper understanding of both your own and others’ communication behaviors, and a toolbox of effective behaviors to enhance your experience in the workplace.
Introduction to Sociology
This course teaches students to think like sociologists, or, in other words, to see and understand the hidden rules, or norms, by which people live, and how they free or restrain behavior. Students will learn about socializing institutions, such as schools and families, as well as workplace organizations and governments. Participants will also learn how people deviate from the rules by challenging norms and how such behavior may result in social change, either on a large scale or within small groups.
Health, Fitness, and Wellness
Health, Fitness, and Wellness focuses on the importance and foundations of good health and physical fitness—particularly for children and adolescents—addressing health, nutrition, fitness, and substance use and abuse.
Influential Communication through Visual Design and Storytelling
Influential Communication through Visual Design and Storytelling provides learners with foundational visual design and storytelling techniques to influence and create a lasting impression on audiences. Learners will first explore how human behavior is influenced by visuals and when to apply visual techniques to better communicate with audiences. Next, learners will learn techniques for creating compelling stories that create memorable images within the audience's mind. Ultimately, learners who master these skills will be well-positioned to apply their visual and storytelling techniques to not only better communicate their thoughts and ideas to an audience, but to also influence or motivate them.
Applied Probability and Statistics
Applied Probability and Statistics is designed to help students develop competence in the fundamental concepts of basic statistics including: introductory algebra and graphing; descriptive statistics; regression and correlation; and probability. Statistical data and probability are often used in everyday life, science, business, information technology, and educational settings to make informed decisions about the validity of studies and the effect of data on decisions. This course discusses what constitutes sound research design and how to appropriately model phenomena using statistical data. Additionally, the content covers simple probability calculations, based on events that occur in the business and IT industries. No prerequisites are required for this course.
World History: Diverse Cultures and Global Connections
This is World History: Diverse Cultures and Global Connections. In this course, you will focus on three main topics—cultural and religious diversity; pandemics; and the relationship of empires and nation states—as well as the skills of identifying root causes, explaining causes and effects, and analyzing complex systems. This course consists of an introduction and four major sections. Each section includes learning opportunities through reading, images, videos, and other relevant resources. Assessment activities with feedback also provide opportunities to practice and check how well you understand the content. Because the course is self-paced, you may move through the material as quickly or as slowly as you need to, with the goal of demonstrating proficiency in the four competencies covered in the final assessment. If you have no prior knowledge of this material, you can expect to spend 30-40 hours on the course content.
Composition: Successful Self-Expression
Welcome to Composition: Successful Self-Expression! In this course, you will focus on four main topics: professional writing for a cross-cultural audience, narrowing research topics and questions, researching for content to support a topic, and referencing research sources. Each section includes learning opportunities through readings, videos, audio, and other relevant resources. Assessment activities with feedback also provide opportunities to check your learning, practice, and show how well you understand course content. Because the course is self-paced, you may move through the material as quickly or as slowly as you need to gain proficiency in the seven competencies that will be covered in the final assessment. If you have no prior knowledge or experience, you can expect to spend 30-40 hours on the course content. You will demonstrate competency through a performance assessment. There is no prerequisite for this course and there is no specific technical knowledge needed.
Integrated Physical Sciences
This course provides students with an overview of the basic principles and unifying ideas of the physical sciences: physics, chemistry, and earth sciences. Course materials focus on scientific reasoning and practical, everyday applications of physical science concepts to help students integrate conceptual knowledge with practical skills.
Business Core
Emotional and Cultural Intelligence
Success in today’s workplace requires more than technical skill. It depends on emotional awareness, cultural understanding, and ethical decision-making. This course will help you strengthen your ability to communicate effectively, connect across differences, and lead with empathy. These are not soft skills. They are the professional capabilities employers value most and the human qualities that technology can never replace.
Innovative and Strategic Thinking
This course covers an important part of being a business professional: the knowledge and skills used in building and implementing business strategy. The course helps students build on previously acquired competencies in the areas of management, innovative thinking, and risk management while introducing them to the concepts and theories underpinning business strategy as a general business perspective. The course will help students gain skills in analyzing different business environments and in using quantitative literacy and data analysis in business strategy development and implementation. This course helps to provide students with a generalist overview of the area of business strategy.
Principles of Financial and Managerial Accounting
Principles of Financial and Managerial Accounting provides students with an introduction to the discipline of accounting and its context within the business environment. In this course, students will learn to differentiate between financial, cost, and managerial accounting and where these accounting types fit into the business environment. This course will help students gain a fundamental knowledge of the budgeting process, how to analyze basic financial statements, and how to use spreadsheets to analyze data. This course provides students with a business generalist overview of the field of accounting and acts as a preview course for the accounting major.
Business Environment Applications II: Process, Logistics, and Operations
Business Environment II: Logistics, Process, and Operations provides students with a generalist overview of the business environment as they explore themes of ethics, problem-solving, and innovative thinking. This course adds to the students’ business skills and knowledge in a number of professional areas. The first part of the course uncovers a series of business processes like project and risk management. The second part gives an introductory-level look at the specialized areas of operations management, supply chains, and logistics. The course finishes with models of change management and how to use them to overcome barriers in organizations.
Fundamentals for Success in Business
This introductory course provides students with an overview of the field of business and a basic understanding of how management, organizational structure, communication, and leadership styles affect the business environment. It also introduces them to some of the power skills that help make successful business professionals, including time management, problem solving, emotional intelligence and innovation; while also teaching them the importance of ethics. This course gives students an opportunity to begin to explore their own strengths and passions in relation to the field while also acclimating them to the online competency-based environment.
Business Environment Applications I: Business Structures and Legal Environment
Business Environment Applications 1 provides students with a generalist overview of the business environment and a deeper look at a number of topics that make up the non-discipline areas of business which are required for a business person to be successful within any business environment. The first part of the course focuses on knowledge about organizations and how people operate within organizations, including the areas of organizational theory, structure, and effectiveness. The course then looks at business from a legal perspective with an overview of the legal environment of business. The course will prepare the student to consider specific legal situations and to make legal and ethical decisions related to those situations.
Business Simulation
This course ties together all the skills and knowledge covered in the business courses and allows the student to prove their mastery of the competencies by applying them in a simulated business environment. This course will help take the student's knowledge and skills from the theoretical to applicable.
Principles of Economics
Principles of Economics introduces students to foundational economic theories on markets and market behavior. This information is valuable to students pursuing careers involving decision making and is applicable to any industry. This course has three competencies: The Economic Way of Thinking, Microeconomics, and Macroeconomics. In the first, economics is defined, and fundamental economic principles are introduced. Microeconomics develops the supply and demand model and demonstrates how it is used to understand business interactions and to make public policy decisions. The competency includes supply, demand, elasticity, efficiency, market failure, costs, production, and market structure. Macroeconomics focuses on the measurement and performance of the nation economy. The competency includes macroeconomic variables, aggregate supply, aggregate demand, money, monetary policy, fiscal policy, and international trade.
Finance Skills for Managers
This course provides students with an introductory look at the discipline of finance and its context within the business environment. Students gain the knowledge to differentiate between personal and business finance and how they may overlap in a business environment. Students also gain a fundamental knowledge of financial forecasting and budgeting, statement analysis, and decision making. This course provides the student a business generalist overview of the field of finance and builds on previous acquired competencies related to using spreadsheets.
Principles of Management
Principles of Management provides students with an introductory look at the discipline of management and its context within the business environment. Students of this course build on previously mastered competencies by taking a more in-depth look at management as a discipline and how it differs from leadership while further exploring the importance of communication within business. This course provides students with a business generalist overview in the areas of strategic planning, total quality, entrepreneurship, conflict and change, human resource management, diversity, and organizational structure.
Managing in a Global Business Environment
Managing in a Global Business Environment provides students with a generalist overview of business from a global perspective, while also developing basic skills and knowledge to help them make strategic decisions, communicate, and develop personal relationships in a global environment. Business today is by its very nature a global environment, and individuals working in business will experience the global nature of business as they progress through their careers. This course builds on previously acquired competencies by providing an overview of U.S. federal laws in relation to doing business in a global environment.
Fundamentals of Spreadsheets and Data Presentations
Fundamentals of Spreadsheets and Data Presentations offers learners an overview of the use of spreadsheet functions and methods for presenting data within spreadsheets. Learners will have the opportunity to explore features and uses of MS Excel and apply the tools to situations they may encounter while studying in their program. They will also be introduced to real world uses and tools to collect, organize and present data.
Marketing
Consumer Behavior
Consumer Behavior examines the buying behavior of consumers in the marketplace. Students will gain knowledge of consumer behavior theories and an understanding of how consumer behavior concepts apply to the consumer decision-making process. Students will learn how consumer insights are gained through the exploration of external social and cultural influences such as reference groups, family, and culture, as well as consumer influences such as needs, motivation, personality, and learning. The course also provides an interdisciplinary perspective, including psychology, sociology, anthropology, and economics, to better evaluate and predict consumer behavior.
Digital Marketing
This course provides students with a knowledge of digital marketing and an introduction to specializations within digital marketing. Foundational knowledge in the areas of content marketing, digital advertising, search engine optimization, social media, web development and analysis, and marketing automation is provided. Students gain a broad overview of digital marketing and an opportunity to explore specific areas of specialization within the field of digital marketing to understand how digital marketing is integrated within a firm’s overall marketing strategy.
Sales Management
This course provides students with knowledge on the sales profession, customer relationship management, and sales management functions. Students gain insights into the sales process, the relationship between sales and marketing, and the responsibilities of sales management within both business-to-consumer (B2C) and business-to-business (B2B) selling environments.
Marketing Strategy and Analytics
Marketing Strategy and Analytics is the capstone course for the marketing major. The course provides students with the opportunity to demonstrate competencies developed throughout the program by engaging in the design, implementation, and analysis of a marketing strategy. Students are given business scenarios using simulations and case studies to apply critical-thinking and decision-making skills. Students will analyze the business environment and make decisions about market segmentation, buyer behavior, and the marketing mix. Students will demonstrate the relationship between strategy and analytics by using marketing analytics to report marketing campaign results and make recommendations. This course provides students with real-world application to prepare them for the marketing industry.
Marketing Management
Marketing Management examines foundational marketing concepts. Marketing is ever-present in our daily lives and this course will help students understand how organizations use marketing activities to create value for their customers. Students will study the strategic marketing planning process and the marketing mix of product, price, place, and promotion. Students will gain knowledge about the market research process and how data are used to inform marketing decisions. Emphasis will be placed on ethical and sustainable marketing practices, along with a focus on service marketing in today’s service economy. This course will provide students with a basic marketing understanding to prepare them for specialized major courses.
Marketing Applications
Marketing Applications allows students to apply their knowledge of core marketing principles by creating a comprehensive marketing plan. The plan will apply knowledge of the marketing planning process, market analysis, and the marketing mix (product, place, promotion, and price).
Brand Management
Brand Management examines how brands provide value to both consumers and organizations. Brands are a part of a consumer’s everyday life and organization’s strategically plan, measure, and manage brands. In this course, students will apply the strategic brand management process using a customer-based brand equity model. Students will identify how brand strategies are used and how brand associations are leveraged to create a competitive advantage. Brand equity measurement systems are explored, including brand audits and tracking studies that use qualitative and quantitative brand research techniques. Students will construct a brand architecture strategy by identifying brand extension opportunities to develop an appropriate branding strategy in a global marketplace. Reputation-management strategies and crisis management techniques are also taught to assist in preserving and protecting an organization’s brand equity.
Content Marketing
Content Marketing examines how organizations create and distribute marketing communications to attract and retain customers. Students will gain knowledge of the content planning process and how content marketing supports brand and organizational goals by learning how to create, distribute, promote, and measure relevant and valuable content. Students will learn content ideation and will write compelling copy that creates relationships with customers to build trust and enhance an organization’s reputation and authority.
Business Management
Business Management Tasks
Business Management Tasks addresses important concepts needed to effectively manage a business. Topics include understanding the cost-quality relationship, using various types of graphical charts in operations management, managing innovation, and developing strategies for working with individuals and groups.
Quantitative Analysis For Business
Quantitative Analysis for Business explores various decision-making models, including expected value models, linear programming models, and inventory models. This course helps student learn to analyze data by using a variety of analytic tools and techniques to make better business decisions. In addition, it covers developing project schedules using the Critical Path Method. Other topics include calculating and evaluating formulas, measures of uncertainty, crash costs, and visual representation of decision-making models using electronic spreadsheets and graphs. This course has no prerequisites.
Project Management
Project Management prepares you to manage projects from start to finish within any organization structure. The course represents a view into different project-management methods and delves into topics such as project profiling and phases, constraints, building the project team, scheduling, and risk. You will be able to grasp the full scope of projects you may work with on in the future, and apply proper management approaches to complete a project. The course features practice in each of the project phases as you learn how to strategically apply project-management tools and techniques to help organizations achieve their goals.
Values-Based Leadership
Values-Based Leadership guides students to learn by reflection, design, and scenario planning. Through a combination of theory, reflection, value alignment, and practice, the course helps students examine and understand values-based leadership and explore foundations in creating a culture of care. In this course, students are given the opportunity to identify and define their personal values through an assessment and reflection process. Students then evaluate business cases to practice mapping the influence of values on their own leadership. In this course, students also participate in scenario planning, where they can practice implementing their values in their daily routine (i.e., behaviors) and then in a leadership setting. The course illustrates how values-driven leadership is used in goal setting as well as problem-solving at an organizational level. There are no prerequisites for this course.
Organizational Behavior
Organizational Behavior and Leadership explores how to lead and manage effectively in diverse business environments. Students are asked to demonstrate the ability to apply organizational leadership theories and management strategies in a series of scenario-based problems.
Business Communication
Business Communication is a survey course of communication skills needed in the business environment. Course content includes writing messages, reports, and résumés and delivering oral presentations. The course emphasizes communication processes, writing skills, message types, and presentation of data. The development of these skills is integrated with the use of technology.
Human Resources
Functions of Human Resource Management
Human resource management is where strategy and people come together. This course introduces you to the full scope of HR functions, including workforce planning, talent acquisition, compensation, employee development, labor relations, and workplace safety. By understanding how these functions work together, you will see how HR professionals influence both business results and the employee experience.
37 Courses
Program consists of 37 courses
At WGU, we design our curriculum to be timely, relevant, and practical—all to help you show that you know your stuff.
Program Guide
Capstone Project
Special requirements for this program
WGU’s B.S. Marketing degree program includes a capstone experience that challenges you to design, implement, and analyze a marketing campaign. You will be given business scenarios using simulations and case studies to apply critical-thinking and decision-making skills. You will analyze the business environment and make decisions about market segmentation, buyer behavior, and the marketing mix. You will then use marketing analytics to report marketing campaign results and make recommendations. You will complete this final assignment using knowledge gained through your studies at WGU.
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WGU vs. Traditional Universities
Compare the Difference
Traditional Universities
TUITION STRUCTURE
Per credit hour
Flat rate per 6-month term
SUPPORT
Schedule and wait days or even weeks to meet with one of many counselors
Simply email or call to connect with your designated Program Mentor who supports you from day one
EXAMS
Scheduled time
Whenever you feel ready
SCHEDULE
Professor led lectures at a certain time and place
Courses available anytime, from anywhere
TIME TO FINISH
Approximately 4 years, minimal acceleration options
As quickly as you can master the material, typically less than 3 years
TRANSFER CREDITS
Few accepted, based on certain schools and specific courses
A generous transfer policy that is based on your specific situation
Apply Now
Traditional Universities
TUITION STRUCTURE
Per credit hour
TUITION STRUCTURE
Flat rate per 6-month term
SUPPORT
Schedule and wait days or even weeks to meet with one of many counselors
SUPPORT
Simply email or call to connect with your designated Program Mentor who supports you from day one
EXAMS
Scheduled time
EXAMS
Whenever you feel ready
SCHEDULE
Professor led lectures at a certain time and place
SCHEDULE
Courses available anytime, from anywhere
TIME TO FINISH
Approximately 4 years, minimal acceleration options
TIME TO FINISH
As quickly as you can master the material, typically less than 3 years
TRANSFER CREDITS
Few accepted, based on certain schools and specific courses
TRANSFER CREDITS
A generous transfer policy that is based on your specific situation
Apply Now
Why WGU?
Earning Potential
A degree can dramatically impact your earning potential. After graduation WGU marketing students report earning $14,337* more per year.
*WGU Internal Data
PAYING FOR SCHOOL
On Your Schedule
Competency-based education means you can move as quickly through your degree as you can master the material. You don't have to log in to classes at a certain time—you are truly in the driver's seat of your education
A FLEXIBLE SCHEDULE
Entirely Online
The marketing bachelor's degree at WGU is 100% online, which means it works wherever you are. You can do your coursework at night after working at your full-time job, on weekends, while you're traveling the world or on vacation—it's entirely up to you.
ADMISSIONS INFO
Accredited, Respected,
Recognized™
One important measure of a degree’s value is the reputation of the university where it was earned. When employers, industry leaders, and academic experts hold your alma mater in high esteem, you reap the benefits of that respect. WGU is a pioneer in reinventing higher education for the 21st century, and the quality of this program has been recognized by ACBSP.
COST & TIME
An Online Marketing Degree That's Affordable
By charging per term rather than per credit—and empowering students to accelerate through material they know well or learn quickly—WGU helps students control the ultimate cost of their degrees. The faster you complete your program, the less you pay for your degree.
Apply FREE
Tuition Calculator
Pay less by completing your program faster
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Tuition
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200
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A Marketing Degree Within Reach
There is help available to make paying for school possible for you:
The average student loan debt of WGU graduates in 2022 (among those who borrowed) was less than half* the national average.
Responsible Borrowing Initiative
Most WGU students qualify for financial aid, and WGU is approved for federal financial aid and U.S. veterans benefits.
Financial Aid
Many scholarship opportunities are available. Find out what you might be eligible for.
Scholarships
*
WGU undergraduate students have approximately half the debt at graduation compared to the national average, according to the Institute for College Access and Success (2022).
FLEXIBLE SCHEDULE
A Different Way to Learn: Degree Programs Designed to Fit Your Life—and All the Demands on Your Time
Professional responsibilities. Family obligations. Personal commitments. At WGU, we understand schedules are tight and often unpredictable for adult students. That’s why we offer a
flexible, personalized
approach to how education should be. No rigid class schedules. Just a solid, career-focused teaching program that meshes with your current lifestyle. You'll be challenged. You'll work hard. But if you commit yourself and put in the hours needed, WGU makes it possible for you to earn a
highly respected degree
as a busy working adult.
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"Great education courses that allowed myself to push and learn at my comfortable pace. Fantastic course instructors and mentors that wanted me to succeed.”
—Spencer Nance
B.S. Marketing
CAREER OUTLOOK
Success in Business Starts With a College Degree in Marketing
What can you do with a marketing degree? Marketing is a lucrative, exciting, and always changing profession. This online bachelor's degree prepares you to be a marketer that will impact your organization, the industry, and your entire community. You will have the skills you need to create positive change in important ways. This marketing bachelor's degree program will help you enhance your communication skills and marketing perception, preparing you for a wide variety of valuable careers.
A successful career in marketing requires an up-to-date understanding of how to position a product or service to consumers and build a brand’s image. It’s a field that requires creative thinking and good communication skills. WGU’s online Bachelor of Science in Marketing is designed to teach you how to develop a brand that will succeed in a competitive marketplace.
MORE ABOUT CAREERS
Return on Your Investment
Many WGU graduates may see an increase in income post-graduation
Average income increase in annual salary vs. pre-enrollment salary from all degrees. Source:
2024 Harris Poll
of 1,655 WGU graduates.
Survey was sent to a representative sample of WGU graduates from all colleges. Respondents received at least one WGU degree since 2017.
This program covers a wide range of career-relevant topics such as marketing, finance, human resources, operations, and strategy. You’ll learn how to analyze financial statements, create marketing plans, manage human resources effectively, and make strategic decisions that drive business success. Whether you want to earn a raise, a promotion, or pursue an entirely new future, our program can help you stand out from the competition and achieve your goals.
8%
Overall employment of advertising, promotions, and marketing managers is projected to
grow 8% through 2033
, faster than the average for all occupations.
—U.S. Bureau of Labor Statistics
Develop a Strategy for Your Marketing Career
Job Titles
Marketing Manager
Content Marketing Specialist
Social Media Manager
Marketing Analyst
Brand Manager
Sales Manager
Skills
Marketing Analytics
Marketing Strategy
Project Management
Global Marketing
Brand Management
Employment Opportunities
Brand Management
Product Management
Digital Marketing
Social Media Marketing
Email Marketing
Copywriting
WGU Grads Hold Positions With Top Employers
Explore More
ADMISSIONS & TRANSFERS
WGU Admission Requirements
What We Look for in Applicants
WGU considers a range of factors that reflect academic readiness, alignment with our mission, and potential for success in the program when reviewing applications. While no single element guarantees admission, strong applications to undergraduate programs possess one or more of the following:
Successfully complete college coursework
Possess an approved industry certification
Earned an associate’s degree in a related field
Applicants must possess a high school diploma or its equivalent AND demonstrate program readiness through one of the following:
Option 1
: Submit transcripts documenting completion of college-level coursework with a cumulative GPA of 2.0 or higher.
Option 2
: Possess a bachelor's or associate's degree from an accredited post-secondary institution.
Option 3
: Submit high school transcripts for review with a GPA of 2.0 or higher.
GENERAL ADMISSION REQUIREMENTS
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Transfer Credits
If you’ve taken courses, have earned certifications, or received a degree from a community college or another university, you're likely already well on your way to a WGU degree.
You can almost always transfer credits when you send accredited bachelor's or asociate degree transcripts.
WGU’s curriculum structure is competency-based, allowing you to apply your existing knowledge and skills to your education.
Students with an Associate of Arts (A.A.) or Associate of Science (A.S.) degree usually qualify for upper-division standing at WGU.
Depending on your degree program, you may qualify for additional requirement waivers.
If you have completed some college coursework but have not earned a degree, WGU will conduct a transcript evaluation.
Your experience may waive some of your requirements.
TRANSFER INFORMATION
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WGU Certificates in Marketing
The marketing degree program allows students to earn valuable credentials on their path to a degree, including the marketing, strategic thinking and innovation, and leadership certificates. These certificates allow you to demonstrate mastery and add credentials to your résumé before you even graduate with your degree.
MORE ABOUT COURSES
Marketing
Marketing
Strategic Thinking & Innovation
Strategic Thinking & Innovation
Leadership
Leadership
Frequently Asked Questions about Marketing
General Marketing Program Questions
Earning your Marketing Degree Online
Marketers do all kinds of work to help drive customers to their product, and there are many career paths within the marketing field. These can include a focus on many of the areas within digital marketing including—paid advertisements, content marketing, search engine optimization (SEO), website development and analysis, social media campaigns, and email marketing. Other areas of marketing can focus on maintaining customer relationships with career paths in sales, business development, account management, and sales management. Marketers can also have career paths in public relations, event planning, sales promotions and advertising, market research, and brand management. Marketers can focus on business-to-consumer or business-to-business relationships.
There is not one major that is better than another—it all depends on what you want! There are many different skills you will learn in a marketing degree program versus a management degree program. A marketing degree program focuses on the activities to drive demand for products and services. These activities include understanding the customer and how marketing strategies are used to create brands and customer relationships. In a management degree you’ll focus on the administration of the organization through its people, process, and leadership. While marketing and management apply to many types of industries, for-profit, non-profit, and government, marketing focuses on creating customer value, and management focuses on the internal organizational activities.
If you’re looking to pursue a career in marketing, a bachelor’s degree in marketing is a great option. A bachelor’s degree in marketing will help you learn about business fundamentals, traditional and digital marketing, marketing strategy, social media, brand management, sales management, problem-solving, sales forecasting, and service marketing.
For a traditional bachelor's degree program you should expect it will take you 4 years to complete. However, some online colleges like WGU will allow you to move faster. At WGU, most students finish their marketing degree within 36 months.
A marketing degree will typically fall under a business college. Because marketing is a critical function of every business that aligns directly with the sales techniques and overall budgets of an organization, most marketing degrees are part of a business program.
If you have a marketing degree you can likely get a job in any industry. All kinds of businesses and organizations rely on marketing professionals to help them reach their audience. There are many career paths for professionals who have a marketing degree, including:
Marketing specialist
Marketing manager
Advertising manager
Public relations manager
Absolutely. A traditional or online marketing degree can help you gain key skills and credentials that will ensure you're ready for your career. A good traditional or online program will teach you about traditional marketing techniques, email marketing, digital marketing, social media, brand strategy, content, sales, and more. A degree can help you boost your earning potential and be qualified for jobs.
Yes, WGU's marketing degree is ranked #1 in degree completions. Students that start the marketing program at WGU are more likely to complete it and enhance their marketability and employability. B.S. marketing students average a $10,686 raise in pay within two years of graduation.*
*WGU Internal Data
You have the potential to earn three certificates as you complete the marketing degree. Certificates are a group of courses related to a set of knowledge that are awarded when competency is demonstrated. Within the marketing degree, and in addition to earning a bachelor’s degree, you’ll can earn certificates in strategic thinking and innovation, leadership, and marketing. These certificates provide a group of courses that will compliment your marketing career with an understanding of how strategic thinking, innovation, and leadership enhance your marketing activities. Certificates can be marketed to employers when they are earned and enhance professional reputation and marketability, providing you a competitive advantage in the job market.
Yes! There are many options available that allow students to pursue a marketing degree online. Research business programs to find the right option as far as program length, courses, and career outcomes. Your program should prepare you with a variety of skills such as digital marketing, sales management, brand strategy, and more.
A traditional bachelor's degree in marketing will take 4 years to complete. However, there are many online marketing degree options that may allow you to accelerate and finish your degree much faster. For example, at WGU you may be able to finish your degree in just 3 years.
WGU’s marketing degree is a complete program that prepares students for a career in marketing. You will gain knowledge in traditional marketing concepts, along with knowledge in digital marketing, data literacy, and customer-focused strategies. Throughout the marketing degree you will have the opportunity to develop a professional portfolio to show employers your marketing skills. You will write a marketing plan, create a consumer persona, write a brand strategy and a brand crisis management plan, create a content asset by writing a blog post, and prepare presentations that include making marketing campaign recommendations. You will gain real-world application throughout your marketing courses that is directly applicable to a career in marketing. You will get to “do” marketing throughout the WGU marketing degree to enhance your own marketability!
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