Business Administration - Marketing Concentration

This program prepares individuals to undertake and manage the process of developing both consumer and business markets, and communicating product benefits to targeted market segments. This includes instruction in buyer behavior and dynamics, sales promotions, building customer relationships, effective pricing, marketing campaigns, principles of marketing research, strategic market planning, advertising methods, customer service, retailing, and applications for specific products and markets.

Program Learning Outcomes

Upon successful completion of this program, students should be able to:

  • Use technology to analyze business decisions and to enhance business communications.
  • Apply basic business and accounting calculations and analyses. Have an understanding of legal practices relating to business.
  • Apply sound management practices. 

In addition to outcomes for the Businesses Administration certificate, on successful completion of the Marketing concentration, students should be able to:

  • Develop and implement marketing strategies.
  • Develop a comprehensive marketing plan.
  • Construct and implement a promotional program.
  • Research and analyze consumer decision parameters. 

Total unit requirements for this concentration - 30 units

  • Major Core Requirements: 18 units
  • Concentration Requirements: 12 units
Major Core Required Courses (18 units) Units
ACC-1A Principles of Accounting  3
BUS-10/10H Introduction to Business  3
BUS-18A Business Law I  3
BUS-20 Business Mathematics  3
Management Communications 

Business Communication 

Introduction to Computer Information Systems

Computer Applications for Business 

Required for this concentration (12 units) Units
MKT-20 Principles of Marketing 3
MKT-40 Advertising 3

Techniques of Selling

Retail Management


MKT-43 Digital Marketing 3

NOTE: Students must complete all Business Administration Major Core Requirements and must complete Major Concentration Requirements (total of 30 units) in order to receive the certificate in the concentration area of their choice.

Associate of Science Degree

The Associate of Science Degree in Business Administration with a Major Concentration will be awarded upon completion of the degree requirements, including general education and other graduation requirements as described in the college catalog. 

This Program Pathway will allow a full-time student to complete this program in 12-18 months. For students who require a part time pathway, please see a counselor for more information