B.B.A. in Marketing

4 Years On Campus Bachelors Program

University of Houston

Program Overview

The BBA in Marketing at the University of Houston’s C. T. Bauer College of Business helps students develop the business knowledge, analytical abilities, and communication skills needed to understand customers and build effective marketing strategies. Students explore consumer behavior, market research, pricing, advertising, digital marketing, and sales management while preparing for careers across industries.

Curriculum Structure

Year 1: Students build a foundation in business, communication, mathematics, and the social sciences through subjects such as Freshman Composition I, Elements of Calculus, and Introduction to Psychology. These courses help develop the analytical, written communication, and problem-solving skills needed for advanced business study.

Year 2: Students progress into foundational business subjects and prepare for specialized marketing coursework. Business principles and quantitative skills provide a basis for understanding customers, organizations, markets, and business decision-making.

Year 3: Students explore core marketing subjects such as MARK 3336: Elements of Marketing, MARK 3337: Professional Selling, and MARK 4338: Marketing Research. These courses introduce marketing strategy, customer engagement, research methods, and the use of market information to support business decisions.

Year 4: Students advance their marketing expertise through subjects such as MARK 3339: Marketing Strategy and Planning, MARK 4332: Social Media Marketing, and MARK 4367: Advertising and Promotion Management, depending on their selected degree plan and electives. They can develop more specialized skills in digital marketing, marketing communications, research and analysis, or sales management.

Focus Areas:

Digital marketing, marketing research and analysis, selling and sales management, marketing communications, retailing, consumer behavior, advertising and promotion.

Learning Outcomes:

Market analysis, consumer behavior assessment, marketing strategy development, pricing decisions, sales techniques, digital campaign planning, research interpretation, and business communication.

Professional Alignment (Accreditation):

The C. T. Bauer College of Business holds AACSB accreditation, an internationally recognized standard for business education. This accreditation reflects the college’s commitment to academic quality, relevant curricula, and continuous improvement.

Reputation (Employability Rankings):

The university’s official rankings page reports that Bauer’s undergraduate business programs were tied for 51st among public business schools in the 2027 U.S. News & World Report rankings. This is a business-school ranking, not a separate ranking of the BBA Marketing major.

Experiential Learning (Research, Projects, Internships etc.)

Students can complement classroom learning with career-focused activities, internships, professional development, and practical sales training through Bauer College of Business. The university’s experiential learning initiatives connect students with business challenges and opportunities to apply their knowledge beyond the classroom.

Internships: Marketing students may qualify to earn academic credit for an internship, subject to university eligibility requirements.
Rockwell Career Center: Marketing majors have access to dedicated career specialists, résumé and interview workshops, salary-negotiation coaching, personal-branding support, and career fairs.
Program for Excellence in Selling (PES): Students interested in professional sales can pursue specialized training through courses such as Advanced Professional Selling, Customer Relationship Management, and Digital Selling, subject to program admission requirements.
Marketing research: Courses such as Marketing Research and Database Marketing develop students’ understanding of customer information, research methods, and data-informed marketing decisions.
Digital marketing: Students can explore subjects including Social Media Marketing, Search Engine Marketing, and Introduction to Digital Marketing.
Industry engagement: Bauer’s Office of Experiential Learning supports practical projects, case competitions, internships, simulations, and other opportunities to connect academic learning with business practice.
Professional networking: Students can access marketing job opportunities through the American Marketing Association’s job newsletter and the university’s career resources.

Progression & Future Opportunities

The BBA in Marketing prepares students to pursue opportunities in brand development, digital promotion, market research, sales, and customer engagement. Graduates can apply their knowledge across industries, including retail, technology, professional services, and consumer goods, with career progression depending on their experience and specialization.

Potential career roles: Marketing Coordinator, Digital Marketing Specialist, Market Research Analyst, Sales Representative.

Employment support: The Rockwell Career Center offers marketing-specific career advising, résumé and interview preparation, professional coaching, and recruitment events.
Salary outcomes: Bauer’s official BBA salary report for Summer 2024–Spring 2025 lists an average annual base salary of $64,797 for Marketing graduates whose salaries were voluntarily reported. This figure is based on reported accepted salaries, not every graduate’s outcome.
Industry connections: Bauer provides opportunities to engage with the Houston business community through internships, experiential learning activities, and professional networking. Specific employer partnerships for this undergraduate major are not detailed here.
Accreditation value: AACSB accreditation provides external recognition of the business school’s educational standards and commitment to continuous improvement.
Career development: Graduates can build toward roles in marketing management, brand strategy, sales leadership, and marketing analytics as they gain professional experience.

Further Academic Progression: After completing the BBA in Marketing, students may consider postgraduate study such as a Master of Science in Marketing, an MBA, or another relevant graduate business program. The University of Houston offers a Master of Science in Marketing through Bauer College, with advanced study opportunities in areas such as digital marketing, analytics, and product management.