Bachelor of

Marketing

The Bachelor of Marketing program places special emphasis on marketing functions, planning, executing, and controlling, as well as developing the necessary tools to direct a sales force, conduct market research, design marketing plans, and advertising campaigns, among other areas.

120 Credit

Hours

Language

Spanish

Method

Online

Start Classes

2 July 2025

Home / Academic Programs / Undergraduate Degree Programs / Bachelor of Marketing

Program Objective

The Bachelor of Marketing program develops the tools and skills to prepare students for careers in the marketing field. Students learn to examine consumer behavior, develop, and implement effective sales strategies, develop promotional techniques, and assist in strategic decision-making on product development and pricing. Upon completion of this program students have the foundation and skills to develop a successful career upon entering the workforce.

Students learn how to apply marketing knowledge and skills to meet organizational goals through analytic and managerial techniques related to markets, products, customers, and technology. Marketing provides the tools to identify and service market opportunities to achieve commercial and income goals for all types of enterprises.

Program Description

Bachelor of Science in Marketing students receive basic instruction in advertising, e-marketing, management, copywriting, and entrepreneurship. The program starts by laying the foundations of general knowledge in language, mathematics, and social sciences. All courses are taught 100% in Spanish.

Additionally, the program prepares students to use market research and demographic analysis to develop and implement marketing strategies. Other areas of study include advertising, copyright law, brand management, e-marketing, consumer behavior, and sales management. The program imparts the tools and techniques to utilize market segmentation, targeting, positioning, product differentiation, valuation, and pricing to analyze and develop an understanding of the many factors that affect a business situation, providing the tools to propose solutions to problems and opportunities.

The program develops skills in the areas of accounting, finance, marketing, operations, and economics among others. Special emphasis is placed on the marketing function, developing communication skills, and operating within a legal and ethical framework.

PROGRAM OUTCOMES:

Strengthens knowledge about the concepts of ethics, values, principles, morality, and profession.
Applies marketing concepts to achieve organizational objectives through sales strategies, consumer behavior, and product development.
Uses information and communication technologies focused on the management and coordination of business administration processes.
Develops marketing functions that emphasize marketing, promotion, public relations, and logistics within organizations.
Conducts planning and coordination exercises applying research processes and communication campaigns using promotional and advertising distribution tools.
Demonstrates the ability to develop marketing programs for products or services focused on the design, evaluation, and execution of marketing strategies.
Uses marketing concepts and functions, identifying their relevance to strategy development processes and decision-making in any type of organization.
Applies theoretical knowledge to the development of market study procedures and the use of the 5 P’s to identify competitive advantages for project development.

Requirements

Course Number	Course Title	Credit Hours
	General Education Courses – 30 Credit Hours All students are required to complete the General Education requirement.
MAT 110	College Algebra I	3
MAT 120	College Algebra II	3
LAW 110	Introduction to Law	3
ETH 120	Ethics	3
SOC 120	Sociology	3
SPA 110	Spanish	3
ENG 110	English I	3
ENG 120	English II	3
SCI 110	Ecology	3
COM 110	Expression & Communications	3
	Basic Core Courses – 24 Credit Hours The following courses are common to all bachelor’s programs: Business Administration, Human Resources Management and Marketing.
STA 210	Statistics	3
ECO 210	Economy	3
ACC 210	General Accounting	3
ACC 230	Managerial Accounting I	3
MAN 240	Management I	3
MIT 210	Applied Information Systems	3
MAN 260	Negotiation Techniques	3
HRM 210	Human Resources Management	3

Curriculum

Course Number	Course Title	Credit Hours
	Marketing – 66 Credit Hours The following courses are specific to the Marketing curriculum.
MKT 310	Consumer psychology	3
LAW 310	International Legislation & Contract Law	3
MKT 320	International Marketing	3
MKT 330	Marketing I	3
MKT 340	Electronic Commerce	3
MKT 350	Marketing Strategy	3
MKT 360	Distribution & Logistics	3
MKT 370	Sale Promotion	3
MKT 380	Product Development	3
MKT 390	Industrial Marketing	3
MKT 400	Market Research I	3
MKT 410	Sales Management I	3
MKT 420	Market Studies	3
MKT 430	Marketing Planning	3
MKT 440	Advertising	3
MKT 450	Marketing for Service Industry	3
MKT 460	Advertising Campaigns	3
MKT 470	Entrepreneur Development	3
FIN 320	Financial Analysis	3
MAN 410	Project Development & Analysis	3
MKT 480	Point of Sale Marketing	3
MKT 490	Marketing Management	3

Course Description

In addition to the General Education courses (30 credit hours) and Basic Core courses (24 credit hours) detailed above, the following list of courses must be completed to obtain the degree.

UTH Florida University offers courses ONLY in Spanish. COMPLETING A COURSE OR PROGRAM IN A LANGUAGE OTHER THAN ENGLISH MAY REDUCE EMPLOYABILITY WHERE ENGLISH IS REQUIRED.

Course Number	Course Title	Credit Hours
MKT 310	Consumer psychology	3 Credits
Consumer Psychology provides the necessary knowledge to understand consumer decision-making processes. Students will gain the ability to discern the internal and external variables related to consumers’ purchase behavior, allowing them to develop better marketing action. Prerequisite: MAN 260
LAW 310	International Legislation & Contract Law	3 Credits
This course furnishes knowledge in the application and processes of international laws, which affect participants in international commerce. Students will learn to abide by and operate under international treaties and rules for the exchange of goods and services, along with learning international nuances. Prerequisite: LAW 110
MKT 320	International Marketing	3 Credits
International Marketing provides the skills to develop commercialization strategies from the point of view of an export-focused company. The course uses a series of cases which exemplify the adaptation and development of products for international markets, the structure of export pricing, market entry strategies and the selection of distribution channels, the international promotion of goods and services, and international market segmentation. Prerequisite: MAN 260
MKT 330	Marketing I	3 Credits
The Marketing I course examines the basics of marketing concepts in accordance with modern techniques. Marketing—informed by market research and behavioral psychology—is the process through which a company guides and meets consumer needs to deliver goods and services. This course provides the tools to identify a product or service’s competitive advantage to design appropriate marketing strategies. Prerequisite: Academic Advisor Authorization
MKT 340	Electronic Commerce	3 Credits
The Electronic Commerce or e-Commerce course exposes students to the legal aspects of security and privacy under which e-commerce is conducted. Within this framework, students will analyze business problems to offer possible solutions. The course will also identify and explore the opportunities generated by this business model. Prerequisite: MKT 330
MKT 350	Marketing Strategy	3 Credits
This course provides the student with the ability to develop a marketing strategy by employing a comprehensive and current vision of market needs combined with a practical approach, which allows students to design and develop an effective commercial process and measure its impact. Prerequisite: MKT 330
MKT 360	Distribution & Logistics	3 Credits
Distributions & Logistics provides the student with the ability to comprehend the factors and procedures that compose logistics systems. The activities involved in logistics comprise a system that binds production and markets bridging the separation of time and distance. Logistics administration and supply chain management includes the functions of purchasing, production, transportation, storage, distribution, and client services. Prerequisite: MKT 310
MKT 370	Sale Promotion	3 Credits
This course looks at the individual tools of marketing communications, specifically, the tools of sales promotion and personal selling, which are the most immediate promotional tools, and both attempt to create or cause an immediate sale. This course emphasizes the need for integrated marketing communications plans, the interaction between the different tools of promotion, sales promotion, personal selling, and promotional campaigns. Prerequisite: MKT 350
MKT 380	Product Development	3 Credits
Product Development examines concepts, skills, attitudes, and values necessary to successfully manage a structured process that allows for the creation of innovative, globally competitive, high-quality products while maintaining awareness of environmental impacts. Prerequisite: MKT 330
MKT 390	Industrial Marketing	3 Credits
This course examines the concepts of Industrial Marketing, as well as the way in which students interact in a dynamic business environment. Industrial Marketing integrates the activities involved in the commercialization of products and services to other businesses, which in turn, utilize them as input and materials necessary to the operation of their enterprises. Prerequisite: MKT 350
MKT 400	Market Research I	3 Credits
Market Research introduces the management of activities required to obtain market information usable in decision making. This course teaches how to study consumer behavior to detect needs and how to satisfy them, and how to identify purchase habits such as time, place, or preferences. The objective of market research is to obtain and interpret the data to support marketing strategies needed to sell a product or group of products, ultimately meeting unsatisfied or not-yet-discerned consumer demand. Prerequisite: MKT 330
MKT 410	Sales Management I	3 Credits
This course provides the student with the ability to understand and comprehend the diverse management techniques of the sales force with a practical focus using the knowledge and application of concepts, principles, and techniques of the area. Prerequisite: MKT 370
MKT 420	Market Studies	3 Credits
Market Studies provides the necessary concepts that will make students go in depth from a practical point of view, in advanced qualitative and quantitative aspects of the area of market research, emphasizing new techniques developed for the analysis of information. Prerequisite: MKT 400
MKT 430	Marketing Planning	3 Credits
The Marketing Planning course teaches the techniques and tools that will allow students to develop the main challenges in strategic planning, especially to incorporate strategic thinking, to search competitive advantage by linking the leader´s vision to corporate practices, the development of departmental strategies, and the incorporation of business plans taking advantage of the opportunities permitted through technological development. Prerequisite: MKT 350
MKT 440	Advertising	3 Credits
Advertising provides the student with the ability to acquire the necessary knowledge to comprehend advertising concepts, their place in marketing, their history, and environmental factors. The course also examines the involvement of management in organizing the process and understands the role of the advertising agency as a fundamental element. Prerequisite: MKT 350
MKT 450	Marketing for Service Industry	3 Credits
This course provides the student with the knowledge of marketing intangibles, learning, analyzing, and applying their differences in relation to theory and conventions in traditional marketing. Additionally, this will integrate the relationship of the above concepts into the ¨philosophy of service¨ that seeks to use commercial actions to maximize the satisfaction of a client or user. Prerequisite: MKT 350
MKT 460	Advertising Campaigns	3 Credits
Advertising Campaigns examine the necessary components of general advertising strategies, media, and creativity. This course teaches skills required for the development of expertise needed in the professional performance in the advertising area, the creation of an advertising campaign for an enterprise, integrating all the concepts, techniques, and skills in a real and concrete application. Prerequisite: MKT 420
MKT 470	Entrepreneur Development	3 Credits
This course combines theory and practice to identify and develop the potential and necessary skills of the entrepreneur, presenting tools for planning, organizing, and implementing creative and innovative activities. These concepts strengthen entrepreneurial potential through the development of skills to create, plan, and put an innovative project into practice. Prerequisite: MAN 240
FIN 320	Financial Analysis	3 Credits
Financial Analysis provides the knowledge of companies’ different financial statements: balance sheets, profit and loss, cash flow statements, consolidated statements, notes, etc. This course provides the tools to understand financial statement entries and how those are derived, allowing the student to understand both explicit and implicit information. This knowledge permits the financial analysis of an enterprise to be used to forecast future behavior. Prerequisite: FIN 310
MAN 410	Project Development & Analysis	3 Credits
This course requires that students develop a business idea, create a business plan, and prepare a feasibility analysis. A project requires the search for a feasible solution to a business problem within the world’s fluctuating economy. Managers must search for alternatives that ensure successful results, requiring research on target areas. Evaluation tools are provided to properly assess the viability of any proposal. Prerequisite: MAN 340
MKT 480	Point of Sale Marketing	3 Credits
Point of Sale Marketing provides the necessary concepts to manage the point of sale using techniques that motivate the consumer in cost-effective ways, benefiting both the retailer and manufacturer. Product placement, display, promotion, and their effects on sales are studied and analyzed. Prerequisite: MKT 420
MKT 490	Marketing Management	3 Credits
This course helps the student develop the minimum skills required that will allow them to comprehend the strategic and operational dimension of marketing and the ways and mechanisms of their application within the global reality and context. Prerequisite: MKT 350