This is the preliminary (or launch) version of the 2024-2025 VCU Bulletin. We may add courses that expose our students to cutting-edge content and transformative learning. We may also add content to the general education program that focuses on racial literacy and a racial literacy graduation requirement, and may receive notification of additional program approvals after the launch. 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 concentration in product and brand management gives students a focus on product and service development, as well as branding strategy. 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 and know how to do the following:

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

Product and brand management concentration-specific outcome

Identify marketing problems and evaluate alternative solutions