2022-2023 University Catalog
Business Administration, Marketing Concentration, B.A.
Bachelor of Arts in Business Administration
The Bachelor of Arts in Business Administration provides a thorough education in the theory and practice of business. The degree provides an understanding of multiple business disciplines, and upon completing the degree, graduates will have the competency to make sound business decisions through effective, evidence-based analysis, interpretation, problem-solving and reasoning. The program emphasizes interpersonal skill-development, including the ability to write and orally communicate ideas and solutions in both business and non-business settings. Students also learn to recognize and apply concepts related to group motivation and conflict. Emphasis is also placed on the skills to use quantitative data, appropriate techniques and models to contextualize, address and analyze business problems and support business decisions. In a global sense, students also learn to understand legal, multicultural, political and ethical issues related to business.
In addition to the requirements for the major, students must meet all other university requirements for a bachelor’s degree. Please consult the Graduation Requirements for the Bachelor’s Degree section in this catalog for complete information.
Admission to the Business Administration Major
Admission to the Business Administration major involves two steps. Students who apply to the major are initially classified as Pre-Business. After completing the lower-division core requirements with a “C” (2.0) or better, students may apply to the Business Administration major.
All of the following requirements must be met for the degree. Students must earn a “C” (2.0) or better in each core course listed below. For assistance in interpreting these requirements, contact the Business Advising Center.
Lower-Division Core Courses (21-22 units)
Upper-Division Core Courses (27 units)
* Satisfies upper-division writing requirement
† Required of business majors with a concentration in economics
‡ May be taken by business majors, in lieu of ECON 315
** Accounting concentration and Joint Emphasis in Accounting and Information Systems students are exempt from this course
Business Practicum Requirement (3 units)
Must be completed with an approved practicum course with a “C” (2.0) or better. For assistance in selecting an approved course, contact the Business Advising Center.
Global Business Requirement (3 units)
The Global Business requirement must be selected from the list of approved courses, below, and may not be a course in the student’s concentration.
Other Requirements, Grades and Residence
Grade-Point Average (GPA). Maintain at least a 2.0 gradepoint average in all college level units attempted, in all units attempted at CSUF, in all units attempted in the major and in all units attempted in the concentration. Earn at least a “C” (2.0) in each core course and in each of the following concentrations: Accounting, Information Systems and Decision Sciences. A “C-” (1.7) or lower is not a passing grade.
Grade option. Take all required core courses and all required concentration courses in the College of Business and Economics for a letter grade (A,B,C,D,F). The Credit/No Credit grading option may not be used for these courses, and a grade of CR (credit) will not satisfy the requirements for the degree. Exception: Courses in calculus may be taken under the Credit/No Credit grading option; however, if it is also taken to meet general education requirements then it must be taken for a letter grade.
Residence. At least 30 units in the major and at least one-half of the units in the concentration (except Accounting, which requires 15) must be taken in residence in the College of Business and Economics; at least 15 of the last 24 units before graduation must be taken in residence in the College of Business and Economics.
Marketing Concentration (18 units)
Marketing is understanding what customers want and creating products and services that have value for individuals and society. It combines creativity, psychology, strategy, research and analytics. Students discover how to analyze the industry and competition, choose a target customer, understand what customers wants, quantify the opportunity and develop a marketing strategy to differentiate their product or service from the competition. They also learn how to communicate with customers to promote their product or service, in traditional and digital media (websites, social media, etc.); how to distribute their product or service; how to price their product or service; how to ensure that customers are satisfied; and what data to collect and analyze to measure the effectiveness of their efforts. Students receive instruction from award-winning faculty who share their knowledge to prepare and empower future marketing leaders.
Along with core coursework in marketing information technology, consumer behavior and marketing research, the concentration provides a wide selection of specializations leading to careers in digital marketing, social media marketing, advertising and promotions, sports marketing, retail marketing, sales, non-profit marketing and global marketing. Students have the opportunity to gain valuable work experience and begin careers in marketing through connections gained at networking events, client projects, internships and career fairs.
Required Courses (9 units)
Marketing Concentration Capstone Course (3 units)
Graduation Requirement (3 units)