Marketing

Bachelor of Business Administration in Marketing

 

Earning a B.B.A. in Marketing from the WMU Haworth College of Business means learning from faculty who have built real careers in the field—and who are invested in helping you build yours. The program is built around flexibility, letting you tailor electives to match your interests, whether that's digital marketing, consumer behavior, food marketing or sales. 

You’ll benefit from small, engaged classes that incorporate real-world projects and case competitions that go well beyond textbook exercises. And through WMU Haworth's chapter of the American Marketing Association, you'll have access to industry speakers, alumni connections and internship support from day one.

Statistics

100%

of marketing graduates participated in Experience-Driven Learning

—2024-25 Career Outcomes Report
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100%

of marketing graduates had instructors who made them excited about learning

—2024-25 Career Outcomes Report
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96%

of marketing graduates are working or continuing their education quickly after earning their degree

—2024-25 Career Outcomes Report
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Pursue a B.B.A. in marketing

Marketing shapes every industry—and a B.B.A. in Marketing from WMU Haworth prepares you to lead in all of them. The program gives you a strong foundation in consumer behavior, market research, brand strategy, digital marketing and supply chain dynamics, with the flexibility to specialize in areas that match career goals. Faculty bring direct industry experience into the classroom. And your coursework will reflect what employers want, giving you a competitive edge in the job search. 

WMU Haworth's emphasis on Experience-Driven Learning means you’ll engage with real client projects, case competitions and internship opportunities throughout your degree. And you’ll leave with more than a diploma; you’ll leave with a resume that demonstrates what you can actually do and the confidence to step into your career. 

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What you’ll learn

The marketing curriculum at WMU Haworth covers core business fundamentals alongside coursework in market research, consumer behavior, brand management, digital strategy and sales. You’ll develop analytical, creative and communication skills through projects that mirror real workplace scenarios—from analyzing market data to building product launch strategies.

The program's flexibility lets you pursue electives in areas like food marketing, digital marketing or sales and business marketing based on your interests. And participating in WMU Haworth's American Marketing Association chapter adds a professional development layer outside the classroom, connecting you to industry events, mentors and internship opportunities. 

Browse marketing coursework

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One highlight of my internship was leading a large-scale workshop with Hulu, where we proposed new titles, product recommendations and creative strategies by bringing in TikTok creators for multiple perspectives. This internship gave me invaluable exposure to the fast-paced world of entertainment marketing and deepened my passion for connecting brands with audiences in meaningful ways.
— Daniela Padilla, B.B.A.'25, marketing and leadership and business strategy

Where you’ll be after graduation

Marketing graduates from WMU Haworth have gone on to roles including assistant account executive, assistant merchandising manager, associate buyer, category analyst, sales representative and supply chain manager. Recent graduates have been hired by companies including Amazon, Doner, Hormel Foods, Meijer, Oracle and Tesla. 

WMU Haworth's Zhang Career Center connects you with internship placements, career coaching and employer networking tailored to the field. Since 96% of marketing graduates are working or continuing their education shortly after earning their degree, you’ll find your footing fast across a wide range of industries. 

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What others have achieved

What others have achieved

WMU marketing students and graduates are already making their mark—take a look at their accomplishments.

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WMU Haworth celebrates 2025 Presidential Scholars

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Student internship is a slam dunk

Making the most of your learning experience

WMU Haworth's marketing program weaves experiential learning into the curriculum—not as a bonus, but as a core expectation. The Zhang Career Center connects you with internship opportunities, career coaching and employer events that give you a professional edge before you graduate. The American Marketing Association chapter at WMU Haworth is one of the most active student organizations at the college, offering industry speaker events, alumni networking, case competitions and hands-on marketing projects. Academic advising and support resources are available throughout the program to help you stay on track and get the most out of your time at WMU. 

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What scholarships are available for a marketing degree?

WMU Haworth offers scholarships for marketing students based on academic merit and financial need, and the Department of Marketing awards department-specific scholarships each year. You can explore and apply for all available awards, including university-wide and college-level funding, through WMU's ScholarshipUniverse matching tool. Paying for your education shouldn't be a barrier, and WMU's financial aid team is here to help you find every resource available. 

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Frequently asked questions

Earning a B.B.A. in Marketing from WMU Haworth opens doors across virtually every industry, including brand management, digital marketing, sales, market research, advertising, supply chain and more. You'll graduate with skills in consumer behavior, data analysis, campaign strategy and communication. These skill sets are what employers in business-to-consumer, business-to-business, nonprofit and service industries are actively hiring for. Recent WMU marketing graduates have landed roles at Amazon, Tesla, Meijer, Hormel Foods and Oracle.

Hands-on learning is built into the program—100% of recent marketing graduates participated in Experience-Driven Learning, which includes real client projects, case competitions and internships. You'll work on projects that reflect actual workplace scenarios throughout your coursework, not just at the end of your degree. The Zhang Career Center also connects marketing students with internships and employer networking throughout their time at WMU Haworth.

Yes, the Department of Marketing offers scholarships for students based on academic performance and financial need. Learn more about department scholarships and Haworth College of Business scholarships. Once you’re admitted to WMU, you can search and apply for available awards, including department-specific scholarships, through WMU's ScholarshipUniverse tool. You’ll just need your WMU ID to log in. 

Admission to the B.B.A. in Marketing follows WMU's standard first-year admission criteria, with no additional program-specific requirements. If you have questions, you can connect with a Department of Marketing faculty advisor for specific information.  

Yes! WMU Haworth offers several ways to focus your degree based on your interests. You can choose electives. The program's flexibility means you can build a path that lines up with where you want to go after graduation.