John Cabot University: the Academic Experience

Bachelor of Arts in Marketing (Pre-Fall 2016)

The Bachelor of Arts in Marketing was designed to prepare students to enter the field of marketing by combining the necessary knowledge, tools, and skills required in today’s world, while maintaining the traditions of critical thinking and writing that are at the core of a liberal arts tradition. The curriculum of the major provides students with a firm basis in the core conceptual fields for a marketing professional, including the study of market dynamics and consumer behavior theories, the comprehension of the marketing strategy scope, and the specific operation fields such as product and service management, communication and branding efforts, pricing decisions and distribution/value chain/demand management. 

Studying marketing at JCU will develop and amplify students’ teamwork, leadership, decision-making, creativity, and communication skills in the context of an international environment. This exposure to diversity provides an ideal training ground for preparation to work in our global world.

Learning Outcomes for the Marketing Major 

Requirements for the Degree 

All JCU undergraduates must complete general as well as Departmental curriculum requirements, which are outlined below. 

A. The Proficiency Requirements of the University in English, Mathematics, and Foreign Language. 

B. The General Distribution Requirements of the University in Humanities, Mathematics and Science, English, Fine Arts, and Social Sciences. 

C. Additional Requirements for the Marketing Major:

  • MA 198 Calculus I 
  • FIN 201 Financial Accounting 
  • FIN 202 Managerial Accounting 
  • MA 208 Statistics I 
  • MA 209 Statistics II 


D. Core Curriculum 

  • BUS 220 Business Communications 
  • EC 201 Principles of Microeconomics 
  • EC 202 Principles of Macroeconomics 
  • FIN 301 Finance 
  • MKT 301 Principles of Marketing 
  • MKT 302 Service Marketing or MKT 304 New Product Management 
  • MKT 305 Market and Marketing Research 
  • MKT 310 Consumer Behavior 
  • MKT 320 Integrated Marketing Communications 
  • MKT 490 Strategic Marketing Management 


The University requires an overall minimum grade point average of 2.00 in all courses taken at the University and no more than two grades lower than C- in core courses required for the major. 

E. Major Electives (4 courses)
Four additional courses from the following: upper division (300 or 400 level) BUS, FIN, MGT, MKT, EC, COM and CS courses. 

F. General Electives sufficient to give a total of 120 credits.