VCU Bulletins

Marketing, Bachelor of Science (B.S.) with a concentration in general marketing

Special requirements

The foundation program specifies course work required during the freshman and sophomore years. Students are eligible for admission into the advanced business program with a major in the School of Business upon meeting the minimum cumulative GPA requirement and successful completion of:

  • A minimum of 54 credits in the foundation program
  • ACCT 203 and 204 Introduction to Accounting I and II
  • BUSN 201 and 202 Foundations of Business I and II
  • BUSN 225 Winning Presentations
  • ECON 210 Principles of Microeconomics
  • ECON 211 Principles of Macroeconomics
  • INFO 160, 161, 162 and 166
  • SCMA 212 Differential Calculus and Optimization for Business (or MATH 200 Calculus with Analytic Geometry )
  • UNIV 111 and 112 Focused Inquiry I and II, and UNIV 200 Inquiry and the Craft of Argument (with a minimum grade of C in UNIV 112 and 200)

The admission requirements for the School of Business detail the deadlines for students to be admitted to the advanced business program with a major in the school. At least 30 hours of the required business courses for the Bachelor of Science must be taken at VCU.

Students may need to take additional mathematics courses as prerequisites to SCMA 212 or MATH 200. These credits will count as electives in the foundation program. The sample curriculum outline includes SCMA 171 since many of our students will need to complete this course.

The INFO 160, 161, 162 and 166 requirements may be waived upon successful completion of a Knowledge Equivalency Test administered by the Office of Undergraduate Studies. No more than two additional credits may be applied to the degree from the INFO 16x series.

No more than four credits in physical education courses may be applied to the degree.

PSYC 214 and INTL 493 may not be counted toward a business degree.

The major in marketing gives students a broad working knowledge of contemporary marketing philosophy and practice. The general marketing concentration provides students an understanding of the processes of creating and communicating value for customers, clients and society at large. Judicious selection of courses will also allow students to tailor their program of study to their individual backgrounds, interests and career aspirations. The courses in the major provide a mix of educational approaches, including lecture and discussion, case problems, and in-field experience. Graduates of this program will find career opportunities in marketing management, advertising, sales, marketing research, public relations, retailing and other areas of business.

Learning goals

The goal of the marketing curriculum is to provide students with a broad working knowledge of contemporary marketing philosophy and practice.

Degree requirements for Marketing, Bachelor of Science (B.S.) with a concentration in general marketing

Learning outcomes

Upon completing this program, students will know and know how to do the following:

  1. Formulate the problem or problems that organizations face
  2. Apply appropriate research design, sampling and data analysis
  3. Know the elements of the buyer behavior model and apply it to marketing decisions
  4. Analyze a situation that reflects basic understanding of the global business environment and apply fundamental marketing concepts, tools and strategies in the international marketplace
Business Foundation (63 credits) Credits
General Education Requirements  
University Core Education Curriculum (minimum 21 credits)
UNIV 111 Focused Inquiry I 3
UNIV 112 Focused Inquiry II 3
UNIV 200 Inquiry and the Craft of Argument 3
Approved humanities/fine arts 3
Approved natural/physical sciences 3-4
Approved quantitative literacy (SCMA 212 Differential Calculus and Optimization for Business or MATH 200 Calculus with Analytic Geometry) 3-4
Approved social/behavioral sciences 3-4
Business General Education requirement (16 credits)  
BUSN 225 Winning Presentations 3
ECON 210 Principles of Microeconomics 3
ECON 211 Principles of Macroeconomics 3
INFO 160 Digital Literacy: Computer Concepts, Internet, Digital Devices 1
INFO 161 Digital Literacy: Word Processing Skills I 1
INFO 162 Digital Literacy: Spreadsheets Skills I 1
INFO 166 Digital Literacy:Database Skills 1
Business General Education elective (Select credits from the approved list.) 3
Additional Business Foundation requirements (23-26 credits)  
ACCT 203 and 204 Introduction to Accounting I and II 6
BUSN 201 and 202 Foundations of Business I and II 6
Open electives 11-14
Advanced business program (57 credits)  
Advanced business core (33 credits)  
FIRE 311 Financial Management 3
INFO 360 Business Information Systems 3
MGMT 310 Managing People in Organizations 3
MGMT 319 Organizational Behavior 3
MGMT 434 Strategic Management (capstone) 3
MKTG 301 Marketing Principles 3
MKTG 310 Information for Marketing Decisions 3
SCMA 301 Business Statistics I 3
SCMA 320 Production/Operations Management 3
SCMA 323 Legal Environment of Business 3
SCMA 325 Organizational Communication 3
Major requirements (24 credits)  
MKTG 302 Marketing Problems 3
MKTG 315 Buyer Behavior 3
MKTG/INTL 320 International Marketing 3
MKTG 330 Integrated Marketing Communications 3
Approved marketing electives 12
Total minimum requirement 120

Business general education electives

Additional University Core Education Curriculum approved courses
Any foreign language course
Any honors-designated course taught outside of the School of Business
Any of the following UNIV courses:
UNIV 211 Food for Thought
UNIV 213 The Truth About Lying
UNIV 217 Finding Your Voice in Contemporary Society
UNIV 222 Pseudoscience
UNIV 299 What’s the Big Idea?

Marketing electives

MKTG 325 Business-to-business Marketing
MKTG 335 Introduction to Personal Selling
MKTG 340 Retail Management
MKTG 430 Experiential Marketing
MKTG 435 Selling in the Business Marketplace
MKTG 442 Services Marketing
MKTG 445 Nonprofit Marketing
MKTG 448 Digital Marketing
MKTG 450 Product Development and Management
MKTG 470 Field Project in Marketing
MKTG 475 Honors Seminar in Marketing
MKTG 491 Topics in Marketing (variable; no more than 6 credits)
MKTG 492 Independent Study in Marketing (1-3 credits)

Students may use up to 6 credits from the courses listed below. Students must complete prerequisites for these courses as specified in the VCU Bulletin. Each course should be worth 3 credits.
ACCT 306 Cost Accounting
BUSN 400 Principles of Consulting
BUSN 401 International Consulting Practicum
ECON 301 Microeconomic Theory
ECON 307 Money and Banking
ECON 312 E-Commerce and Markets for Information Goods
FASH 341 Merchandise Planning and Control
FASH 342 Retail Buying Simulation
FIRE 305 Principles of Real Estate
FIRE 309 Risk and Insurance
FIRE 315 Real Property Management
INFO 361 Systems Analysis and Design
INFO 364 Database Systems
INNO 460 Product Innovation: da Vinci Project
MASC 300 Technical Prowess
MGMT 321 Introduction to Entrepreneurship
MGMT/INTL 418 International Management
MGMT/INTL 419 Doing Business in Europe
MGMT 491 Topics in Management
SCMA 302 Business Statistics II
SCMA 329/INTL 327 Introduction to Intercultural Communication
SCMA 350 Introduction to Project Management
SCMA 386 Introduction to Supply Chain Management

Click here to download a sample outline. [PDF]



Comments/feedback about this site   |   Bulletin (catalog) archives/printer-friendly bulletins   |   About these bulletins

Virginia Commonwealth University
Richmond, Virginia
Contact us:

Last update: 6/10/2014

Created by VCU University Relations

The VCU Bulletin is in transition! As we move from this first iteration of our online Bulletin to a new product and process, what you find on this website is information for the 2014-15 academic year.

While much of the curricular information remains the same, changes that were approved with the effective date of fall 2015 will not be reflected on this website. Prospective students may wish to contact the school or department that administers their program of interest in order to discuss the most current curriculum and concentration options.

Enrolled students who are completing their studies under an effective Bulletin may continue to access the archives at, where past Bulletins are available to reference or download.

Our anticipated launch of the new VCU Bulletin is July 2015. To follow our progress, visit the new Bulletin blog.