Bachelor of Business Administration (BBA) in Marketing

3 Years On Campus Bachelors Program

University of Michigan Dearborn

Program Overview

The Bachelor of Business Administration (BBA) in Marketing at the University of Michigan–Dearborn prepares students to understand customers, build strong brands, and develop marketing strategies that help organizations compete in changing markets. Through business fundamentals, consumer behavior, market research, digital marketing, and strategic decision-making, students develop the analytical, communication, and creative skills needed to pursue careers across industries.

Curriculum Structure

Year 1: Students establish a foundation in business and quantitative reasoning through courses such as Principles of Microeconomics, Principles of Macroeconomics, and Business Statistics. They also build communication and analytical skills that support later study of marketing, management, and business decision-making.

Year 2: Students strengthen their understanding of core business functions through subjects such as Principles of Marketing, Financial Accounting, and Managerial Accounting. These courses introduce the fundamentals of customer value, market offerings, financial performance, and the information businesses use to make decisions.

Year 3: Students progress into more specialized marketing topics, including Consumer Behavior, Marketing Research, and Marketing Management, subject to the current course catalog and degree requirements. They learn to interpret customer insights, evaluate market opportunities, assess competitors, and use research to support marketing strategies.

Year 4: Students consolidate their business and marketing knowledge through advanced marketing electives and upper-level business coursework. Opportunities to apply their learning through projects, internships, or other experiential activities can help them prepare for professional roles, depending on course availability and individual participation.

Focus areas: Consumer behavior, marketing research, marketing management, digital marketing, digital analytics, content marketing, business-to-business marketing, global marketing, advertising, sales management, retailing, product development, and customer relationship management.

Learning outcomes: Understand customer needs and purchasing decisions, conduct marketing research, interpret market information, develop marketing strategies, evaluate promotional opportunities, communicate effectively with business stakeholders, analyze digital marketing performance, and apply business knowledge to real-world marketing challenges.

Professional Alignment (Accreditation): The BBA is offered through the University of Michigan–Dearborn's College of Business, which holds AACSB accreditation. This internationally recognized business-school accreditation reflects an emphasis on academic quality, continuous improvement, and relevant business education. It is institutional business-school accreditation rather than a marketing-specific professional license.

Reputation (Employability Rankings): The University of Michigan–Dearborn's College of Business emphasizes career preparation, employer engagement, internships, and applied learning. Its marketing program highlights practical case studies, research opportunities, and connections with business professionals. A current, independently verified marketing-specific employability ranking or graduate employment rate was not confirmed, so a program-specific ranking is not stated.

Experiential Learning (Research, Projects, Internships etc.)

The University of Michigan–Dearborn's marketing program combines classroom learning with practical projects, research, and opportunities to engage with businesses. Students can apply marketing concepts through case studies, explore customer behavior, develop research skills, and investigate digital marketing strategies. The College of Business also provides specialized research and communication facilities, career support, and opportunities to connect with professionals.

Practical learning opportunities and resources:

Case studies and marketing projects: Students work through practical business scenarios to understand customer needs, evaluate marketing decisions, and develop strategies.
iLabs research institute: Students can explore opportunities to assist with real-world research, strengthening their analytical and problem-solving skills.
Marketing research: Courses such as MKT 454: Marketing Research help students understand how to investigate markets, collect information, and use research findings to support business decisions.
Digital marketing and analytics: Marketing electives include subjects related to digital marketing, digital analytics, and content marketing, helping students explore how businesses reach and engage online audiences.
Mitchell Business Communications Lab: Students can work as consultants to help fellow students improve their business communication skills, including professional writing and presentations.
Business Career Center: Students receive support with internship searches, employer networking, resume preparation, interview practice, and career planning.
Career Connections: The university's career platform provides access to internship and entry-level job opportunities, employer information sessions, company tours, and professional networking events.
Study abroad in Italy: The College of Business offers study-abroad opportunities that can help students develop an international perspective on business and marketing.
Business student organizations: Students can explore industry-related clubs and organizations to build leadership, teamwork, and professional networking skills.
Accelerated master's opportunities: Eligible marketing majors can explore accelerated pathways into the Master of Science in Marketing or Master of Science in Marketing Analytics.

Progression & Future Opportunities

The BBA in Marketing prepares students for careers that combine creativity, business strategy, customer insights, and data-informed decision-making. Graduates can pursue opportunities in established companies, advertising agencies, digital businesses, retail organizations, and entrepreneurial ventures. The university's practical learning opportunities and career services can help students prepare for the transition from academic study to professional employment.

Potential career opportunities:

Marketing Coordinator: Support marketing campaigns, promotional activities, customer communications, and project schedules.
Digital Marketing Specialist: Help manage online campaigns, social media content, search marketing, and digital performance reporting.
Market Research Analyst: Examine customer preferences, market trends, and competitor activity to support business decisions.
Brand Management Associate: Assist with brand positioning, product promotions, customer engagement, and marketing strategy.
Sales and Business Development Representative: Build customer relationships, identify business opportunities, and support revenue growth.
Product Marketing Associate: Help communicate product benefits, research target audiences, and coordinate product launches.

Career progression and professional opportunities:

Career services: The Business Career Center offers career advising, internship and job-search strategies, mock interviews, resume and cover letter reviews, mentoring referrals, and employer networking events.
Internships: Students can use Career Connections to identify internships and entry-level positions. Eligibility requirements apply, including academic standing, time spent at the university, and U.S. work authorization for relevant internship employment.
Employment statistics: The university provides career resources and employer connections, but a verified employment rate specifically for BBA Marketing graduates was not established. A program-specific placement figure should not be assumed.
Salary prospects: Marketing salaries depend on the job, location, industry, experience, and technical skills. No verified median starting salary specific to this degree is stated here.
Industry engagement: Company tours, employer recruiting events, networking opportunities, and the College of Business's research resources help students learn about business practices and potential career pathways. Specific employment partnerships or guaranteed placements are not implied.
Professional development: Students can strengthen their portfolios through marketing research, case studies, practical projects, internships, and digital marketing electives.
Long-term career growth: With professional experience, graduates may progress into marketing management, brand strategy, market research leadership, product marketing, or broader business management roles.

Further Academic Progression: Graduates can continue into postgraduate study in marketing, marketing analytics, business administration, management, or related fields. The University of Michigan–Dearborn offers accelerated master's pathways that allow eligible marketing majors to pursue both a BBA and either a Master of Science in Marketing or a Master of Science in Marketing Analytics in approximately five years. These pathways allow students to double-count eligible graduate-level marketing courses toward their undergraduate degree, subject to program requirements and academic eligibility.