Facebook Pixel Department of Marketing | Western Kentucky University
Department of Marketing

Department of Marketing at Western Kentucky University


Marketing plays a critical role in any profession that concerns consumers and their decision-making process. Our Department of Marketing offers a flexible program that enables students to choose a concentration area of study that aligns with their career aspirations.

By enrolling in the Marketing programs Western Kentucky University, students benefit from a hands-on and immersive academic experience facilitated by our distinguished faculty and small class sizes. We equip our students with the necessary skill set that is crucial in today's ever-evolving market landscape, thereby better-preparing them for future success.

The Department of Marketing and the Gordon Ford College of Business are both accredited by the AACSB-International, the highest mark of quality a business program can be awarded. 

 

Apply Now

A group of Western Kentucky University students sit and talk together.

 

UNDERGRADUATE PROGRAMS

Marketing, Bachelor of Science (720)


  • Undergraduate
  • Bachelor of Science
  • Business
  • Marketing

Overview

Marketing

Marketing is a people-oriented, dynamic business function that leads to goal-oriented exchanges between individuals and organizations. Important marketing activities include developing an idea, good or service intended to satisfy consumer wants and needs, promoting/advertising it to likely customers, selling it at a mutually agreeable price, and distributing it in acceptable locations.

The objectives of the marketing program are to teach students

  1. The importance of marketing in an economy characterized by free consumer choice
  2. The knowledge and skills required to perform marketing activities
  3. The interaction between marketing and diverse environmental forces which impact marketing decisions.

The marketing student is prepared for a wide range of career opportunities in business and non-business, for-profit and not-for-profit organizations. Entry-level business positions serve as a step into professional selling and sales force management, pricing, product or brand management, social media marketing, advertising, market research, physical distribution, retail management and merchandising, sports and event marketing or purchasing.  Marketing also provides a solid foundation for those who hope to own their own business in the future.

Careers in marketing often lead to high-level management positions. Non-business and not-for-profit organizations (hospitals, educational institutions and charitable groups) also seek well-trained marketing graduates.

When planning a program of study in this department, each student should be aware of the University’s academic requirements and regulations contained in this catalog in the chapter “Academic Information.” Specific attention should be given to the subsections in the chapter entitled (a) Academic Programs, (b) Colonnade Requirements, and (c) Academic Requirements and Regulations. Students should be aware that some academic programs may require additional scholastic regulations and standards not specified in the catalog. To obtain a copy of these regulations, students should contact the department chair.

Concentrations

  • Strategic Marketing (MKGM)
  • Marketing Sales (MKSA)
  • Social Media Marketing (MKSM)

Program Requirements (84 hours)

A baccalaureate degree requires a minimum of 120 unduplicated semester hours. More information can be found at www.wku.edu/registrar/degree_certification.php.

Students who began WKU in the Fall 2014 and thereafter should review the Colonnade requirements located at: https://www.wku.edu/colonnade/colonnaderequirements.php.

The major in marketing requires 84 hours of professional and elective courses and leads to a Bachelor of Science degree. Marketing majors must earn a “C” or better in all Marketing classes (MKT prefix) used as part of the major. Transfer marketing classes with a grade lower than a “C” will not count towards the Marketing major. No minor or second major is required, although minors and certificates inside and outside the Gordon Ford College of Business are encouraged.

Core Courses

Course List
Business Foundations
MATH 123Mathematical Applications for Business *3
ACCT 110Accounting for Decision Makers3
BDAN 250Introduction to Analytics3
ECON 202Principles of Economics (Micro)3
ECON 206Statistics3
MGT 210Organization and Management3
MKT 220Basic Marketing Concepts3
FIN 330Principles of Finance3
MGT 498Strategy and Policy3
or ENT 496 Hilltopper Student Consulting Experience
Career Preparation
BA 170Business Student Basics 11
or BA 175 University Experience-Business
or BA 220 Special Topics in Business Administration (Lower Division)
MGT 261Business Communication Fundamentals3
MKT 399Career Readiness in Marketing1
MKT 499Senior Assessment in Marketing1
Required Courses for All Marketing Majors
FIN 161Personal Finance3
BDAN 305Data Modeling and Analysis3
ECON 306Statistical Analysis3
MKT 321Consumer Behavior3
MKT 325Personal Selling3
MKT 421Marketing Research3
MKT 422Marketing Management3
MKT 423Supply Chain Management3
Skillset 1: Ethics and Critical Thinking
Select 1 of the following courses or any ethics course with department approval:3
MGT 200
Legal Environment of Business
MGT 305
Ethics and Critical Thinking
Skillset 2: Data Analysis
Select 1 of the following courses or any data analysis course with department approval:3
BDAN 330
Structured Data Analysis
MKT 420
Senior Seminar-Marketing
MKT 328
Digital Marketing
Skillset 3: Creative Execution
Select 1 of the following courses or any creative course with department approval:3
MKT 322
Integrated Marketing Communications
MKT 331
Social Media Marketing
ART 243
Digital Media
Skillset 4: Negotiation
Select 1 of the following courses or any negotiation course with department approval:3
MGT 405
Business Negotiation
MKT 425
Advanced Personal Selling Strategies
Total Hours69
 
*

Or any calculus class, or math ACT score of at least 26, or math SAT score of at least 610.

1

BA 175 is only for Business LLC students. BA 220 is only for WKU students and transfer students who choose a business major as a sophomore or higher.

 

Choose one concentration from below:
 

Strategic Marketing Concentration

Course List
Select one of the following:3
MKT 322
Integrated Marketing Communications
MKT 328
Digital Marketing
MKT 331
Social Media Marketing
Select 1 of the following:3
MKT 327
Retailing Management and Strategy
MKT 329
Business-To-Business Marketing
MKT 331
Social Media Marketing
Select 6 hours of marketing electives:6
MKT 3@
MKT 4@
Select 3 hours of professional electives:3
ACCT 3@
ACCT 4@
BA 3@
BA 4@
BDAN 3@
BDAN 4@
CIS 3@
CIS 4@
ECON 3@
ECON 4@
ENT 3@
ENT 4@
FIN 3@
FIN 4@
MGT 3@
MGT 4@
MKT 3@
MKT 4@
Total Hours15

Sales Concentration (MKSA)

Course List
MKT 329Business-To-Business Marketing3
MKT 424Sales Force Management3
MKT 425Advanced Personal Selling Strategies3
Select 3 hours of marketing electives:3
MKT 3@
MKT 4@
Select 3 hours of professional electives3
ACCT 3@
ACCT 4@
BA 3@
BA 4@
BDAN 3@
BDAN 4@
CIS 3@
CIS 4@
ECON 3@
ECON 4@
ENT 3@
ENT 4@
FIN 3@
FIN 4@
MGT 3@
MGT 4@
MKT 3@
MKT 4@
Total Hours15

Social Media Marketing Concentration (MKSM)

Course List
MKT 322Integrated Marketing Communications3
MKT 328Digital Marketing3
MKT 331Social Media Marketing3
Select 3 hours of marketing electives:3
MKT 3@
MKT 4@
Select 3 hours of professional electives:3
ACCT 3@
ACCT 4@
BA 3@
BA 4@
BDAN 3@
BDAN 4@
CIS 3@
CIS 4@
ECON 3@
ECON 4@
ENT 3@
ENT 4@
FIN 3@
FIN 4@
MGT 3@
MGT 4@
MKT 3@
MKT 4@
Total Hours15
 

Finish in Four Plans

Marketing, Marketing Sales Concentration (720)

First Year
FallHoursSpringHours
BA 170, BA 175, or BA 22011-3HIST 101 or HIST 1023
ECON 2023ACCT 1103
FIN 1613BDAN 2503
ENG 1003COMM 1453
MATH 1233Colonnade: Natural & Physical Sciences3
 13-15 15
Second Year
FallHoursSpringHours
MGT 2103MKT 2203
ECON 2063MGT 2613
Colonnade: Literary Studies3Colonnade: Connections (Social & Cultural)3
Colonnade: Arts and Humanities3General University Elective3
Colonnade: Natural & Physical Sciences with Lab3Colonnade: Connections (Local to Global)3
 15 15
Third Year
FallHoursSpringHours
FIN 3303ECON 3063
MKT 3213MKT 331, MKT 322, or ART 243 (Creative Execution Skillset)3
BDAN 3053MKT 3293
MKT 3253MKT 4243
MGT 200 or MGT 3053ENG 3003
MKT 3991 
 16 15
Fourth Year
FallHoursSpringHours
MKT 4213ENT 496 or MGT 4983
MKT 4233MKT 4223
MKT 3@ or MKT 4@ (Marketing Elective)3MKT 4253
MKT 4203MKT 4991
Colonnade: Connections (Systems)3Professional Elective3
 General Elective3
 15 16
Total Hours 120-122

Marketing, Social Media Marketing Concentration (720P, 720)

First Year
FallHoursSpringHours
BA 170, BA 175, or BA 22011HIST 101 or HIST 1023
ECON 2023ACCT 1103
FIN 1613BDAN 2503
ENG 1003COMM 1453
MATH 1233Colonnade: Natural & Physical Sciences3
 13 15
Second Year
FallHoursSpringHours
MGT 2103MKT 2203
ECON 2063MGT 2613
Colonnade: Literary Studies3Colonnade: Connections (Social & Cultural)3
Colonnade: Arts and Humanities3Colonnade: Connections (Local to Global)3
Colonnade: Natural & Physical Sciences with Lab3General University Elective3
 15 15
Third Year
FallHoursSpringHours
FIN 3303ECON 3063
MKT 3213MKT 3313
MKT 3253MKT 3283
MKT 3223BDAN 3303
MGT 200 or MGT 3053MGT 4053
MKT 3991 
 16 15
Fourth Year
FallHoursSpringHours
MKT 4213ENT 496 or MGT 4983
Professional Upper-Division Elective OR Marketing Upper-Division Elective4MKT 4223
MKT 3293MKT 3@ or MKT 4@ (Marketing Elective)3
MKT 4233Professional Elective3
 MKT 425 or MGT 4053
 MKT 4991
 13 16
Total Hours 118

Marketing, Strategic Marketing Concentration (720P, 720)

First Year
FallHoursSpringHours
BA 170, BA 175, or BA 22011HIST 101 or HIST 1023
ECON 2023ACCT 1103
FIN 1613BDAN 2503
ENG 1003COMM 1453
MATH 1233Colonnade: Natural & Physical Sciences3
 13 15
Second Year
FallHoursSpringHours
MGT 2103MKT 2203
ECON 2063MGT 2613
Colonnade: Literary Studies3Colonnade: Connections (Social & Cultural)3
Colonnade: Arts and Humanities3Colonnade: Connections (Local to Global)3
Colonnade: Natural & Physical Sciences with Lab3General University Elective3
 15 15
Third Year
FallHoursSpringHours
FIN 3303ECON 3063
MKT 3213MKT 3293
MGT 305 or MGT 2003MKT 3313
MKT 3253MKT 3283
BDAN 3053MKT 3@ or MKT 4@ (Marketing Elective)3
MKT 3991 
 16 15
Fourth Year
FallHoursSpringHours
MKT 4213MKT 4223
MKT 4233ENT 496 or MGT 4983
MKT 3223MKT 4991
BDAN 3303MGT 4053
MKT 3@ or MKT 4@ (Marketing Elective)3MKT 3273
 Professional Elective3
 15 16
Total Hours 120

Marketing, Minor (413)


  • Undergraduate
  • Business
  • Marketing

Overview

The marketing minor provides an attractive complement to many traditional liberal arts majors. Combinations of marketing with foreign language, agriculture, advertising, the performing arts, sports, health care and hospitality services, fashion retailing and others would broaden and strengthen career options. Marketing has a role in any occupational field that involves consumers and the choices which they make. 

Program Requirements (24-27 hours)

Students who are business majors must take 15 hours of marketing courses beyond MKT 220. The minor requires 24 to 27 semester hours, at least 6 hours must be unduplicated from courses counted in the Gordon Ford College of Business major. MATH 123 or any calculus class or have a Math ACT of at least 26 or a Math SAT of at least 610 and SOCL 100 or PSY 100 / PSYS 100 are recommended as background courses before beginning the minor though they are not a part of the minor program. The MATH and SOCL / PSY / PSYS courses may be applied to Colonnade requirements.

Course List
ACCT 110Accounting for Decision Makers3
or ACCT 220 Principles of Financial Accounting
or FIN 161 Personal Finance
ECON 202Principles of Economics (Micro)3
or ECON 203 Principles of Economics (Macro)
ECON 206Statistics (or equivalent)3
MKT 220Basic Marketing Concepts3
MKT 321Consumer Behavior3
Select 9-12 hours of upper-level MKT electives 19-12
Total Hours24-27
1

12 hours of upper-level MKT electives for business majors

Marketing minors must earn a “C” or better in all Marketing classes (MKT prefix) used as a part of the minor on the degree program. Transfer marketing classes with a grade of less than a “C” will not count towards the marketing minor. More detailed information is available from the Department of Marketing.

Sales, Minor (452)


  • Undergraduate
  • Business
  • Marketing

Overview

The sales minor provides an attractive option for students interested in professional selling. Combining a sales minor with a variety of fields such as finance, accounting, management, advertising, communication, health care and hospitality services, public relations, fashion retailing and numerous others would provide very strong career options.

Program Requirements (18 hours)

Course List
Core Courses
MKT 220Basic Marketing Concepts3
MKT 325Personal Selling3
MKT 425Advanced Personal Selling Strategies3
Additional Courses
Select 9 credits from the following:9
COMM 345
Advanced Presentational Speaking
PSY/PSYS 350
Social Psychology
PSY 371
The Psychology of Sales Behavior
FIN 350
Risk Management and Insurance
MGT 261
Business Communication Fundamentals
COMM 145
Fundamentals of Public Speaking and Communication
MKT 323
Services Marketing
MKT 329
Business-To-Business Marketing
MKT 331
Social Media Marketing
MKT 424
Sales Force Management
COMM 365
Intercultural Communication
Or any marketing elective approved by the Marketing Department Chair
Total Hours18

Sales minors must earn a “C” or higher in all marketing classes (MKT prefix) used as part of the minor. At least 6 hours in the Sales minor must be unduplicated from courses counted in the major and/or other minors. More detailed information is available from the Department of Marketing.

Sales Certificate (1776)


  • Undergraduate
  • Business
  • Marketing

Overview

The certificate in sales will prepare students to learn about the field of professional selling while obtaining skills in communication, negotiation and sales.

Program Requirements (12 hours)

Course List
MKT 220Basic Marketing Concepts3
MKT 325Personal Selling3
MKT 425Advanced Personal Selling Strategies3
And any marketing elective3
Total Hours12

Sales certificates must earn a “C” or higher in all marketing classes (MKT prefix) used as part of the certificate. 

 

GRADUATE PROGRAMS

Marketing and Sales (1786)


  • Graduate
  • Business
  • Marketing

Overview

This 3-course marketing and sales MBA certificate will expose students to the necessary skills and knowledge needed to become more proficient in marketing. Students will learn key elements of marketing, market research, digital marketing along with skills needed in the sales field.

  • Admission to WKU Graduate Studies;
  • At least 3 years experience in a professional setting;
  • Background knowledge of and exposure to word processing, spreadsheets and presentations

Program Requirements (9 Hours)

Course List
MKT 517Advanced Marketing3
MKT 518Contemporary Issues in Sales3
MKT 521Market Research and Consumer Insights3
MKT 596AGFCB Graduate Certificate Assessment - Marketing and Sales0
Total Hours9
Loading...

 

Headshot of Claire Haas

I love GFCB because of the support and tools they provide to students ensuring a successful career once they graduate. Professors genuinely care about you and are committed to supporting your personal and professional growth. The faculty are committed to helping students reach their goals inside and outside the classroom.

Claire Haas, Marketing Major

 

Why Study Marketing at WKU?

In the Department of Marketing at Western Kentucky University, we not only expose students to 3 different concentrations in marketing to include sales, strategic marketing, and social media marketing, but we also have one of 42 nationally certified sales programs housed within the marketing area.

We also offer many activities which prepare students for success beyond the classroom.  Students have an opportunity to get involved with student organizations, student success initiatives, professional development activities, and the PEAK program.

 


 

 


  • 270.745.2249
  • marketing@wku.edu
  • Department of Marketing
    Grise Hall 402
    1906 College Heights Blvd. #21059
    Bowling Green, KY 42101

AACSB Seal

The Gordon Ford College of Business is a top business school with dual AACSB accreditation in both business and accounting programs


Some of the links on this page may require additional software to view.

 Last Modified 8/12/25