This is the preliminary (or launch) version of the 2024-2025 VCU Bulletin. Courses that expose students to cutting-edge content and transformative learning may be added and notification of additional program approvals may be received prior to finalization. General education program content is also subject to change. The final edition and full PDF version will include these updates and will be available in August prior to the beginning of the fall semester.

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.

This degree program can be completed either on campus or fully online. Students interested in the online format should contact a School of Business recruitment counselor at for more information.

Learning goals

The B.S. in Marketing program:

  • Provides students with a broad knowledge of marketing concepts and practices needed in the increasingly diverse domestic and global marketplace
  • Prepares students to apply analytical tools to creatively solve marketing problems

Student learning outcomes

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

Understand and apply fundamental marketing concepts and strategies in the international marketplace

General marketing concentration-specific outcome

Know and apply consumer behavior concepts and the factors that affect consumer decision-making