Marketing, Comprehensive Major

(Code 840-000)

University Requirements

Credit Requirements
Minimum total for graduation 1120
Upper division credits (courses numbered 300 and higher)39
Liberal Education Core36
Academic Concentrations
Grade Point Requirements 2
Total2.00 average
Resident2.00 average
Major2.00 average
Minor2.00 average
Certificate2.00 average
University Residency Requirements
Minimum total30
Senior year23
Major, Standard, upper division in residence12
Major, Comprehensive, upper division in residence21
Certificate25 percent of credits
Procedures Required for Graduation
Obtain admission to the degree program and/or the College offering it.
Apply for graduation on CampS.

Certain programs exceed this minimum.


See special requirements in each College.

Applicability of Credits Toward Graduation

Junior College or Two-Year College Credits. A maximum of 72 semester credits earned in a junior college or two-year college will be accepted as degree credits at UW-Eau Claire.

Extension Credits. Credits earned in credit outreach courses offered by UW-Eau Claire are treated as resident credits. Credits earned in extension courses offered by other units of the University of Wisconsin System are treated as transfer credits. All other (non-UW) extension and correspondence credits are normally limited to one-fourth of the total required for graduation from any curriculum.

WTCS Credits. A maximum of 72 semester credits earned in college parallel programs at Madison Area Technical College, Milwaukee Area Technical College, Nicolet Area Technical College, or Chippewa Valley Technical College may be accepted as degree credits at UW-Eau Claire. A set number of general education courses will be accepted from other technical schools. Occupational and technical courses may also be considered for transfer if the quality and content of the course work from the technical college is judged to be comparable to course work at UW-Eau Claire. Refer to the Transfer Credit Wizard or contact the UW-Eau Claire Admissions Office for information about the current transfer policy.

USAFI Credit. UW-Eau Claire will accept up to 32 semester credits for work done through the United States Armed Forces Institute, under the provision for non-UW correspondence credit (see Extension Credits above).

Activity Credit (band, chorus, drama, KINS 100-184 courses) Students may count toward graduation no more than one credit of KINS 110-184 courses. Students may count toward graduation no more than four credits earned in any single activity course and no more than 12 credits resulting from any combination of activity courses (excluding KINS 110-184 courses). 

Other Restricted Credits. For other University restrictions, see the following: Cooperative Education; Credit by Examination; Satisfactory/Unsatisfactory Registration; Transfer of Credits. College or departmental restrictions may also be placed on Independent Study (399-499 courses), Directed Study (395-495), and other types of credits.

Total degree creditmaximum 12
Major, Standardmaximum 1 course
Major, Comprehensivemaximum 2 courses
Minormaximum 1 course
Credit by Examination
Total degree creditmaximum ¼ of total
Major or minormaximum ½ of total
Two-Year College Credits
Total degree creditmaximum 72 credits
Activity credit (band, chorus, drama, KINS 100-184)
Total KINS 100-184maximum 1 credit
Total Band, chorus, dramamaximum 12 credits
Single course band, chorus, dramamaximum 4 credits
Extension credits
UW-Systemno maximum
Other extension/correspondencemaximum ¼ of total
USAFImaximum 32 credits

Liberal Education Core

The University of Wisconsin-Eau Claire measures learning outcomes to ensure that its graduates have achieved a liberal education and prepared themselves to contribute to a complex society. Upon graduation, each undergraduate will have met the five learning goals of our liberal education core and the 12 learning outcomes they comprise. 

Knowledge Goal
Knowledge Outcome 1 (K1): Natural SciencesTwo (2) learning experiences
One experience in laboratory science must be selected from either K1 or K2.
Knowledge Outcome 2 (K2): Social SciencesTwo (2) learning experiences
One experience in laboratory science must be selected from either K1 or K2.
Knowledge Outcome 3 (K3): HumanitiesTwo (2) learning experiences
Knowledge Outcome 4 (K4): Fine ArtsOne (1) learning experience
Skills Goal
Skills Outcome 1 (S1): Written and Oral CommunicationTwo (2) learning experiences
Skills Outcome 2 (S2): MathematicsOne (1) learning experience
Skills Outcome 3 (S3): CreativityOne (1) learning experience
Responsibility Goal
Responsibility Outcome 1 (R1): Equity, Diversity, and InclusivityTwo (2) learning experiences
Responsibility Outcome 2 (R2): Global PerspectivesOne (1) learning experience
Responsibility Outcome 3 (R3): Civic and Environmental IssuesOne (1) learning experience
Integration Goal
Integration Outcome 1 (I1): IntegrationTwo (2) learning experiences
Service-Learning Goal
Service-Learning30 hours

College Degree Requirements

Bachelor of Business Administration Degree Requirements

Credits for Graduation

All candidates for the BBA degree need a minimum of 120 credits to graduate, to include a minimum of 48 semester credits in courses other than those offered by the College of Business. The Health Care Administration major is exempt from the 48-credit requirement.

Student Professional Development Program

All students pursuing a major in the College of Business must complete the Student Professional Development Workshops. All students pursuing a minor in the Department of Management and Marketing must complete the Student Professional Development Workshops. The program is designed to equip students with the skills needed to present themselves professionally during their job search and upon entering their chosen careers. Students are strongly encouraged to complete the workshops prior to the end of their third semester on campus. The workshops are prerequisites for a number of 300-level courses in the College of Business Core and need to be completed prior to registration for those courses.

The program consists of four workshops: The Business Professional, Professional Image, Professional Etiquette, Professional Networking Event. For more information, visit the College of Business website.

Grade Point Requirements

Candidates for the BBA degree must earn a minimum GPA of 2.00 in their major and in courses taken in residence. (See the special requirements for the Comprehensive Major in Health Care Administration.) If a minor is required, or is to be listed as an official minor, the candidate must earn a minimum GPA of 2.00 in the minor.

  • No course may be taken on a Satisfactory/Unsatisfactory basis as part of a major, minor, or certificate described by one of the departments in the College of Business.
  • Business courses may be taken on a Satisfactory/Unsatisfactory basis only concurrent with or following completion of the student’s major or business minor.

Major Requirements

(Code 840-000)

Marketing involves the performance of activities that facilitate exchange, such as buying, selling, pricing, and transporting. Marketing is done by business organizations, nonprofit entities, even individuals like political candidates, using strategies appealing to final consumers, organizational buyers, and other publics. Careers in marketing typically begin with functions like sales, advertising, distribution, market research, and purchasing.

Proficiency Requirements

Proficiency requirements include basic prerequisite courses and/or entry-level competencies for the major.  These are not counted as credits in the major.

ECON 103Principles of Microeconomics3
ECON 104Principles of Macroeconomics3
MATH 109Algebra for Calculus 14
MATH 246Elementary Statistics4

 MATH 109 or UWX MA116 or beyond, or competency to enter MATH 111


The BUSCORE is the common body of courses taken by all BBA students with the exception of the Health Care Administration major. It consists of the following courses:

ACCT 201Introduction to Accounting3
BCOM 206Business Writing 12
BCOM 207Business Presentations 12
BSAD 180Foundations for Success in Business3
BSAD 300Equity, Diversity, and Inclusion in the Workplace1
BSAD 305Legal and Regulatory Environment3
FIN 320Principles of Finance3
IS 240Information Systems in Business3
MKTG 330Principles of Marketing3
MGMT 340Organizational Behavior3
MGMT 449Strategic Management in a Global Business Environment 23
OSCM 341Operations Management3
Total Credits32

Students must earn a grade of C or above in BCOM 206 and BCOM 207.


MGMT 449 is a capstone course that requires prior completion of all other BUSCORE courses.  This prerequisite is strictly enforced.

Requirements for the Marketing Major

Sixty semester credits, including the 32-credit BUSCORE and 28 additional credits as follows:

Required Courses15
ACCT 214Managerial Accounting3
MKTG 331Consumer Behavior3
MKTG 334Marketing Research3
MKTG 338Marketing & Sales Analytics3
MKTG 438Strategic Marketing3
Marketing Electives - Select from the following13
Integrated Marketing Communications
Digital Marketing Fundamentals
International Marketing
Professional Selling
Social Media Marketing
Internship Program I
Independent Study Projects
Services Marketing
Retail Management
Sales Management
Advanced Marketing Analytics
Business-to-Business Marketing
Selected Topics
Supply Chain Management
Advanced Business Writing 1
Advanced Business Presentations 1
Advanced Business Communications 1

With one course at most from BCOM306, BCOM307, BCOM405.

Program Learning Outcomes

Students in this program are assessed on their ability to meet the following COB learning competencies:

  • Written and Oral Communication: Students will be effective communicators.
  • Teamwork: Students will be effective team members.
  • Problem Solving: Students will be effective problem solvers.
  • BBA Common Body of Knowledge: Students will demonstrate discipline-specific knowledge (represented by the BUSCORE).

Additionally, students completing this program will be expected to meet the following learning outcomes:

  • Identify and apply appropriate marketing strategies to a current relevant situation in the marketing environment.
  • Identify what is marketing segmentation and the common bases used to segment consumer markets. 
  • Identify the marketing mix and its associated components.

 Sample Degree Plan

Marketing, B.B.A. (Comprehensive Major)

The following is a sample degree plan, based on the current catalog. It is based on the 120-credit graduation requirement and assumes no transferred credits, no requirements waived by placement tests, no courses taken in the summer or winter, no repeated courses, and no remedial courses that may be required. This sample degree plan is intended for first-year students entering UW-Eau Claire in the fall semester. Your own degree plan may differ depending on the course of study selected (second major, minor, etc.). UW-Eau Claire cannot guarantee all courses will be offered as shown, but will provide a range of courses that may enable prepared students to fulfill their requirements in a timely period. This sample degree plan is just a guide. Please consult your advisor, your degree audit, and the catalog to create your own degree plan. Note: In order to earn the required minimum of 120 credits for the degree in four years, you should plan to take 15 credits each semester or 30 credits each year.

To earn a degree, students must fulfill all University Graduation Requirements, including the Liberal Education (LE) Core.  LE Core course work in the following sample degree plan uses abbreviations such as LE-K1, LE-S2, LE-R3, and LE-I1 to represent the learning outcomes students will meet via completion of their liberal education course work.  Please click here for a description of the Liberal Education Core outcomes and requirements.  Note that the LE Core may be completed through both course and non-course experiences.

MATH 109Algebra for Calculus (LE-S2)4
BSAD 180Foundations for Success in Business3
ECON 103Principles of Microeconomics (LE-K2)3
ECON 104Principles of Macroeconomics (LE-K2)3
WRIT 114Intensive Blugold Seminar in Critical Reading and Writing (LE-S1, 5 credits)5
Blugold Seminar in Critical Reading and Writing (LE-S1, 5 credits)
Accelerated Blugold Seminar in Critical Reading and Writing (LE-S1, 2 credits)
Blugold Seminar in Critical Reading and Writing for Transfer Students (LE-S1, 2 credits)
LE Option: Knowledge 1 (K1) Natural Sciences3
LE Option: Knowledge 1 (K1L) Natural Sciences with Lab4
LE Option: Knowledge 3 (K3) Humanities3
LE Option: Knowledge 3 (K3) Humanities3
LE Option: Knowledge 4 (K4) Fine Arts3
LE Option: Responsibility 1 (R1) Equity, Diversity, and Inclusivity3
LE Option: Responsibility 1 (R1, DDIV) Equity, Diversity, and Inclusivity with Design for Diversity3
LE Option: Responsibility 2 (R2) Global Perspectives3
LE Option: Responsibility 3 (R3) Civic and Environmental Issues3
Service-Learning (LE-SL)
SPDP: Student Professional Development Program (SPDP) workshop completion recommended by the end of the 1st year, 2nd semester—but no later than the end of the 3rd semester or 45 credits earned. 1
Study Abroad: Students optionally participating in study abroad may opt-in to complete one of the two Integrative Learning 1 (LE-I1) experiences. Many courses taken at approved study-abroad institutions will satisfy LE or elective requirements. Consult the Transfer Credit Wizard and consult with your academic advisor to plan which LE or elective courses to take while abroad. See the third-year note below regarding upper-division business courses.
NSE: Students optionally participating in National Student Exchange (NSE) should work with their academic advisor to select courses at their NSE site that will cover UWEC degree requirements.
ACCT 201Introduction to Accounting3
BCOM 206Business Writing (LE-S1)2
BCOM 207Business Presentations (LE-S1)2
IS 240Information Systems in Business3
MATH 246Elementary Statistics (LE-S2)4
MKTG 330Principles of Marketing3
ACCT 214Managerial Accounting3
BSAD 300Equity, Diversity, and Inclusion in the Workplace1
BSAD 305Legal and Regulatory Environment3
FIN 320Principles of Finance3
MGMT 340Organizational Behavior3
MKTG 331Consumer Behavior3
MKTG 338Marketing & Sales Analytics3
OSCM 341Operations Management3
MKTG Electives: See catalog and degree audit for list of approved courses. 6
Study Abroad: Please note that if studying abroad in the third or fourth year, upper-division business courses must be taken at an AACSB-accredited institution. For a list of AACSB-accredited institutions, please see the Your Major + Study Abroad page: Marketing majors: consider especially Limerick, Ireland; Glasgow, Scotland; Lorenzo d’Medici, Italy; Melbourne, Australia; Massey University in New Zealand; Bilbao, Spain; and Stellenbosch, South Africa. Courses that transfer from AACSB-accredited institutions to UWEC as 907U courses with a program prefix (e.g., MKTG, MGMT) might contribute as major electives. Work closely with your academic advisor to plan for your study abroad experience. 3
MGMT 449Strategic Management in a Global Business Environment (LE-I1)3
MKTG 334Marketing Research 43
MKTG 438Strategic Marketing3
LE Option: Integration (I1) 23
LE Option: Skills 3 (S3) Creativity3
MKTG ELECTIVES: See catalog and degree audit for list of approved courses. 10
Elective Credits: Additional credits needed to reach 120 credits
Minimum total for the baccalaureate degree = 120 credits

Please see this webpage for more information regarding the SPDP program.


Students opting to complete the I1 through study abroad can replace this course with an approved elective course.


Please see this webpage for more information regarding Your Major + Study Abroad.


Optional service-learning component


The University of Wisconsin-Eau Claire encourages all students to participate in High Impact Practices.  The following information identifies any specific recommendations that faculty in this major have concerning which HIPs might be most beneficial to students, and any recommendations about when those HIPs best fit into the degree plan. Students should also consult their faculty advisor for information on HIPs. There are many additional high impact opportunities available. Talk to your academic advisor for more information about incorporating HIPs like Study AbroadIntercultural ImmersionInternship, and/or  Student/Faculty Collaborative Research into your time at UW-Eau Claire.

Liberal Education (LE) Core Guidance

Liberal Education Core (LE Core) 

The LE Core comprises 17 learning experiences across 11 learning outcomes. Students must complete a minimum of 36 credits in courses approved for the LE Core. 

  • K1 – Natural Sciences; two experiences (one lab science experience is required in K1 or K2). 

  • K2 – Social Sciences; two experiences (one lab science experience is required in K1 or K2). 

  • K3 – Humanities; two experiences. 

  • K4 – Fine Arts; one experience. 

  • S1 – Written and Oral Communication; two experiences (one experience must satisfy the University writing requirement). 

  • S2 – Mathematics; one experience (must satisfy the University math competency requirement). 

  • S3 – Creativity; one experience (can be fulfilled in a student’s major). 

  • R1 – Equity, Diversity, and Inclusivity; two experiences (one experience must meet the UW System Design for Diversity (DD) requirement). 

  • R2 – Global Perspectives; one experience. 

  • R3 – Civic and Environmental Issues; one experience. 

  • I1 – Integration; two experiences (one experience can be fulfilled in a student’s major). 

  • SL—Service Learning; 30 hours 

Additional LE Core Information 

  • Most LE Core learning experiences are course based, and many courses meet more than one learning outcome (e.g., K3 and R2 or K1 and R3). 

  • Some learning experiences can also be met outside of a traditional course (e.g., undergraduate research (S3), study abroad (I1)). 

  • S1 – An English placement score that fulfills the University writing requirement fulfills one S1 experience. 

  • S1 – A foreign Language placement score that qualifies the student to enter the 102 level satisfies one S1 experience. 

  • S1, R2 – A foreign language placement score that qualifies the student to enter the 202 level satisfies one experience in S1 and the R2 experience. 

  • S2 – A math placement score that qualifies the student to enter Math 111, 112, 113 or 114 fulfills the S2 experience. 

  • S3 – Completion of two credits from any approved music ensemble fulfills the S3 experience. 

  • I1 – Any semester long study abroad program can fulfill one I1 experience.