Curriculum: Bachelor of Business Administration - Marketing

July 01, 2022
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curriculum icon Curriculum at a Glance

All of your coursework for the Bachelor of Business Administration program is completed online. Our students are provided with the skills to take their careers to the next level or make sure they are better prepared when they begin their professional careers.

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Business Communication

This course introduces foundational business communication principles and practices. Students will learn to analyze different communication situations; to plan and design oral and written communications; to communicate effectively using appropriate formats, styles, and technologies; and to apply critical thinking and problem-solving skills in order to achieve desired communication objectives.

English Composition

English Composition 1001 is a writing-centered course that emphasizes the careful reading, analytical thinking, and persuasive strategies inherent in researching and writing within an academic community. Students learn that rhetorical knowledge is the basis of composing while learning to write with purpose, audience, context, and conventions in mind. Students develop rigorous academic research practices: how to locate and evaluate primary and secondary sources relevant to their line of inquiry and position their own ideas in conversation with public writing. Students also engage in regular self-reflection: articulating what they know, what they can do, and how to apply their knowledge and skills in various contexts.

Applied Calculus I

The first part of a two-semester sequence (MATH1044 and 1045) of courses on calculus appropriate for students in business and life sciences. Topics covered include functions, graphs, limits, continuity, properties of exponential and logarithmic functions, differentiation, higher order derivatives, curve sketching, model, solve and interpret solutions of applied optimization problems and marginal analysis.

Applied Calculus II

The second part of a two-semester sequence (MATH1044 and 1045) on calculus appropriate for students in business and life sciences. Topics covered include antidifferentiation, the fundamental theorem of calculus, numeric and technology-based estimation of definite integrals, computation of area under a curve and between two curves, model, solve and interpret solutions of consumer/producer surplus as well as present/future value problems, elasticity, improper integrals, applications to probability, functions of two variables, partial derivatives, maxima and minima of two variable functions.

Business Pathways I

Business Pathways I develops understandings and skills that support an integrated college experience. The Lindner College of Business uses the PACE curriculum. This course places focus on Professionalism and Academics. Classes pertain to college transition, academic planning, university resources, Lindner College of Business degree offerings, and the themes that our faculty, staff, and employers believe are important to the development of business problem solvers.

Business Pathways II

Business Pathways II continues to develop the understandings and skills that support an integrated college experience. The Lindner College of Business uses the PACE curriculum. This course places focus on Character and Engagement. Classes pertain to civic engagement, diversity & inclusion, university resources, and the themes that our faculty, staff, and employers believe are important to the development of business problem solvers.

Career Success Strategies (FYE)

Career Success Strategies (FYE) is part of the Lindner Freshman Experience. This course is targeted to the specific needs of Lindner freshmen, helping students explore possible career paths and leverage their varied options for gaining professional experience. To build a foundation for career success, the course develops skills vital for executing an effective job search. For example, students will learn how to (a) identify opportunities fitting their career goals, (b) articulate their strengths, skills and interests, (c) effectively compile job application materials, and (d) expand their professional network2.

Introduction to Microeconomics

The course assists students to learn and comprehend (1) economics as a social science that draws conclusions based on hypotheses, theories, and data in order to understand human behavior, (2) basic microeconomics terms and concepts, including scarcity and choice, equilibrium, efficiency and equity, positive and normative economics, comparative advantage, and specialization, (3) the fundamental economic question of allocating scarce resources, (4) opportunity cost and the production possibility frontier, (5) supply and demand, the function of prices in markets, how markets work and sometimes don't work, including market failure and externalities, (6) the effects of government intervention in markets, (7) how consumers make choices, (8) production theory, (9) the costs of production, (10) firm behavior in competitive markets, (11) firm behavior in imperfect markets, (12) elasticity and its application, (13) markets for resources, the determination of wage rates, interest, and rent, (14) the determination of income distribution, including poverty and discrimination, (15) the determinants of international trade flows, (16) to apply economic

Introduction to Macroeconomics

The course assists students to learn and comprehend (1) economics as a social science that draws conclusions based on hypotheses, theories, and data in order to understand human behavior, (2) basic macroeconomic terminology and concepts, including the distinction between real and nominal magnitudes, (3) the national income accounts, (4) the nature of the business cycle, (5) the determinates of important macroeconomic variables,including the level of income, the level of employment, the unemployment rate, the natural rate of unemployment, the price level, the inflation rate, productivity and the rate of interest, (6) the supply and demand for money, (7)the Federal Reserve System, (8) aggregate demand and aggregate supply, (9) the effects of fiscal and monetary policies, (10) the basics of theories of macroeconomic instability, (11) unemployment and inflation tradeoffs, (12) the effects of the federal government's budget deficit, (13) long run growth and policies to affect growth, (14) comparative advantage, (15) the determinants of foreign trade flows and exchange rates, and their effects on the domestic economy, (16) to apply economic reasoning to better understand and critically evaluate real world circumstances and events.

Essentials of Business I

Business Fast Track is closely linked to the broader learning objectives of your UC experience,namely those of UC Gen Ed (General Education) and the CoB Undergraduate Program. This course is also interdependent with your Business Pathways course.Together, Business Fast Track and Business Pathways enable your integrative first-year experience. While Business Fast Track emphasizes the fundamental concepts of business, Business Pathways focuses on developing your professional skills through your own academic choices, strategic planning and personal development.

Essentials of Business II

Business Fast Track is designed for new, incoming freshmen to the College of Business. As part of their integral first-year experience, this course seeks to develop foundational business skills and mindset. Students build understandings of business organizations, their environments, and their functional units.

Intermediate Composition

Intermediate Composition is a writing-centered course that builds on what students learn in first-year composition and focuses students’ attention on theoretical underpinning of how meaning is made, understood, and communicated within and across various discourse communities and genres. The course emphasizes critical reading and writing, advanced research and analysis skills, and rhetorical sensitivity to differences in academic, professional, and public composing. This course challenges students to engage in substantive projects drawing on primary research and source analysis methods and asks students to document, communicate, and reflect on their research.

Financial Accounting

This course develops foundational knowledge and skills needed to prepare and analyze basic financial statements. Topics include cash, inventory, fixed assets, current and long-term liabilities and equity. Students will prepare multi-step income statements, classified balance sheets and statements of cash flows. Students will utilize efficiency and effectiveness ratios, as well as vertical and horizontal analysis, to evaluate financial performance.

Managerial Accounting

This course develops foundational knowledge and skills needed to apply accounting data in planning and controlling business operations. Topics include costs, cost drivers and allocation, contribution margin and managerial budgeting.

Business Analytics I

This course develops fundamental knowledge and skills for applying statistics to business decision making. Topics include descriptive statistics, probability distributions, sampling, confidence intervals and hypothesis testing and the use of computer software for statistical applications.

Business Analytics II

This course is a continuation of BANA 2081. It further develops fundamental knowledge and skills for applying statistical and management science models to business decision making. Topics include simple and multiple linear regression, contingency tables, chi-square tests, ANOVA, decision analysis, simulation and risk models and optimization models, including the use of software for business applications.

Digital Technologies for Business

Information Systems (IS)-and the enabling digital technologies-constitute integral and critical resources for all aspects of a business, from operational efficiency and managerial decision making, to the implementation of transformative business strategies. Businesses spend over $1 trillion annually on technology and related information systems. This course is designed to help students develop a working knowledge of digital technologies, to understand business opportunities created by digital technologies, and to gain awareness of how organizations leverage digital technologies to improve organizational processes and enhance related business strategies.The course also has a hands-on component-students will develop specific competencies in using spreadsheet, database, and web development tools to make informed business and financial decisions.

Introduction to Marketing

Marketing activities, analysis, strategies, and decision making in the context of other business functions. Topics include: integration of product, price, promotion, and distribution activities; research and analysis of markets, environments, competition, and customers; market segmentation and selection of target markets; and emphasis on behavior and perspectives of consumers and organizational customers. Planning and decision making for products and services in profit and nonprofit, domestic and global settings.

Design Thinking, Inclusion & Ethics in Business

Professionalism and character serve as integrating themes throughout the Lindner College of Business undergraduate programs and the PACE framework. This course delves deeply into these themes, as students reflect on their professional experiences. The course is comprised of three modules, each with assignments and developmental experiences: diversity and inclusion (race, gender, generational, and disability differences), self-management (emotional intelligence, personal branding, etiquette, respectful communication), and ethics (ethical decision-making, forces that lead to ethical and unethical behavior, concepts of equity in the global 21st community).

Business Finance

This is the core finance course required of business majors. Business Finance acquaints students with the fundamental principles of finance. The two key concepts developed in the course will be 1) the time value of money; and, 2)the trade off between risk and return. This is a 'tools' course that will provide you with the skills to analyze a wide range of financial decisions. A major emphasis in the class will be on learning how to think systematically about financial valuation and how to apply these insights to a variety of business (e.g., capital budgeting decisions) and personal (e.g., retirement planning, automobile and mortgage loans) financial problems.

Global Environment of Business

This is a foundation course in international business. The objective is to present a selected mix of information which exposes students to cultural, social, political, economic, legal, and financial environments in which American business executives manage their operations in today's complex business environment. Students will gain a greater awareness of the many challenging issues facing corporations in the global economy.


In this course, students will learn and apply the basic principles of organizational behavior and theory. We will examine a number of theories and concepts relevant to the problems and issues confronting managers today. Class sessions will consist of lecture, discussion, exercises, self-assessments, and other activities designed to help students learn relevant organizational behavior theories as well as develop vital managerial skills. The course is divided into three modules that examine the varied and interwoven levels of management: individuals, groups and teams, and organizations.

Operations Management

Survey of the operations function in industrial, service and public organizations. Includes forecasting, line balancing, aggregate scheduling, layout, inventory planning, work measurement, quality control, quality improvement, MRP.

Business Strategy

This course is intended to be the culmination of your undergraduate curriculum. As a capstone course, it provides a framework for integrating knowledge from functional foundation courses throughout the undergraduate curriculum. You will be expected to analyze and assess internal operations of a firm and the external and competitive environment of an industry. Students will also be asked to formulate effective competitive strategies for firms under conditions of domestic and international uncertainty. Comprehensive case studies, readings and industry simulations will be used to help the student understand the difficulties and challenges of effectively implementing strategic plans. This course is designed to challenge your analytical and decision-making skills, as well as develop interpersonal skills important to your future success.


This course is an introduction to financial markets, security analysis, and securities differences.

Marketing Electives

Students complete 12 hours of finance electives from this approved list. A minimum of 2 courses must be FIN. Students must meet all pre-requisites for the courses they wish to take. Pre-requisites vary by course.

Foreign Language, Study Abroad, or Culture Courses

Select one of the options:

Foreign Language; Study Aborad; Culture Courses; Course Mixture;

General Education

Required BoK Coursework

Natural Sciences
Students complete six hours of NS coursework.

BoK Courses–FA/HP/HU/SS
Students complete six hours of approved coursework.


Free Electives

Students complete 12 hours of free electives.

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The University of Cincinnati is one of the first institutions to offer online courses. Innovation in education is at the forefront of what we do. We have expanded the convenience and quality of our online learning to online degree programs. Today, we offer nearly 100 degrees from undergraduate to doctoral programs.

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