Marketing Major


Marketing can be seen everyday, everywhere in great graphics, catchy commercials and trendy social media posts—but the marketing process starts well before it’s ever seen, with analyzing consumer behavior, creating lasting relationships with consumers and understanding pricing and logistics. The marketing major in the School of Business Administration expands our perceptions of what it means to be a marketer and gives broad exposure to the marketing field.

The Marketing Department in the School of Business Administration offers multiple tracks. In any track, you’ll take business core classes covering operations, information systems, macroeconomics and more, providing you with a strong foundation that you can leverage in the competitive 21st century marketplace. You’ll also have a choice of a wide range of electives including global marketing, professional selling, digital marketing, marketing analytics, advertising campaigns and more. These courses will help focus your career path toward these possible tracks:

  • Analytics—through ‘big data,’ learning to understand patterns and trends.
  • Sales—learning how to develop consumer relationships and channel partners.
  • Product management—learning the life cycle of a product: strategy planning, forecasting and execution.
  • Advertising and digital marketing—learning how to persuade consumers through communications to take a specific action.  

The marketing program in the School of Business is ranked #42 in the nation, according to USA Today and College Factual.



Marketing Major

Students entering the University of San Diego and/or declaring a major during 2012-2014, should follow information contained in the printed course catalog (also known as the "catalog of record") published on October 1, 2014. Access the catalog of record at

Lower Division Preparation for the Majors (22-23 units)

Lower-Division Requirements for the majors are the completion of the following courses with a grade point average of 2.0 or better with no grade below C–. Transfer courses must be C or better.

ACCT 201Principles of Financial Accounting3
ACCT 202Principles of Managerial Accounting3
ECON 101Principles of Microeconomics3
ECON 102Principles of Macroeconomics3
ECON 216Statistics for Business and Economics4
ITMG 100Information Systems3
MATH 130Survey of Calculus3
MATH 150 Calculus I

Major in Marketing (42 units)

Students majoring in marketing must satisfy the USD core curriculum requirements as set forth in this catalog, Lower-Division Requirements for the major, the Professional Development Passport Program and all of the following major requirements:

Business Component
DSCI 300Prescriptive Business Analytics (3)3
DSCI 303Operations Management3
ETLW 302DBusiness and Society3
ETLW 311Business Law I3
FINA 300Financial Management3
MGMT 300Organizational Behavior3
MGMT 490Strategic Management3
MKTG 300Fundamentals of Marketing3
Marketing Component
MKTG 410Marketing Research3
MKTG 420Consumer Behavior3
MKTG 490Marketing Strategy3
Elective courses
Select three of the following elective courses:
MKTG 301Services Marketing
MKTG 302Sports Marketing
MKTG 305Global Marketing
MKTG 330Professional Selling
MKTG 340Digital Marketing and Social Media
MKTG 350Advertising and Promotion
MKTG 351Advertising Campaigns (3)
MKTG 355Introduction to Public Relations
MKTG 422WVisual Methods for Exploring Consumer Behavior
MKTG 430Public Policy and Marketing: The Broader Role of Marketing in Society
MKTG 480Advanced Marketing Project
MKTG 494Special Topics
Any pre-approved elective, which may include a BUSN 498 internship

The marketing major requires a minimum of 24 Upper-Division Units in the major be completed at USD, of which 12 units must be in marketing.