What is Marketing?
Marketing is a broad and integrated system of activities that helps organizations provide products and services that satisfy customers. Selling and advertising are the most visible parts of marketing, but there is much more. Marketers conduct research to gain insight into consumer motivation and behavior. This enables them to provide products and services in the right assortment, with the right message, at the right place, at the right price and time.
Successful marketers have excellent written and oral communication skills and are comfortable working in group settings. Typically, they are interested in understanding human behavior. Quantitative analysis and mathematical proficiency are also important in the marketing professions.
Graduates of this major in the UC Carl H. Lindner College of Business pursue many different careers. A few examples include: professional selling, sales management, retail management, marketing research, customer service, brand management, product development, advertising and public relations.
Majoring in MarketingThe Lindner Fast Track, an immersive Freshman Experience, allows students to begin taking business courses on their first day of freshman year. Freshmen are grouped into learning communities (LC) of approximately 20 students. Students take many of their first-year courses with their LC team, making it easy to build friendships and get to know their professors. Each student LC acts as a team throughout the Lindner Fast Track and works together on Project Strategy, Project Innovation and Project Impact. Through Project Strategy, students perform a strategic analysis of a real-world company. Teams meet with executives from the organization, research and brainstorm and ultimately present their recommendations to the company. Project Innovation encourages students to develop creative, entrepreneurial and innovative skills by dreaming up a new product or service that targets fellow college students. Students then build a complete business plan for their idea. In Project Impact, students use their business acumen to help one of 20-plus different United Way of Greater Cincinnati partner organizations reach their goals.
Additional freshman courses include mathematics, English composition, economics, business communications and general education requirements.
The lower business core of accounting, business law, information systems, marketing and business analytics exposes all students to the fundamental business disciplines in order to prepare them to communicate across the different business functional fields. The upper business core, consisting of finance, international business, management, operations management and business professionalism, continues to give students additional skills in business fundamentals. Course work in the major allows students to build their skills as specialists. The capstone experience involves a project through which students can tie together all they have learned.
The marketing major is launched with courses in consumer behavior and marketing research. Students then select four courses to support their desired career path in marketing. The marketing major requires completion of 18 semester hours of courses in the major.
Minoring in Marketing
UC Lindner College of Business students may select marketing as a major, part of a double major or a minor, allowing students to add marketing as a second area of expertise to their chosen major. Another Lindner program that may be attractive to students interested in marketing is the minor in professional sales.
Qualified UC students enrolled in non-Lindner baccalaureate degree programs may also pursue a discipline-specific minor in the Lindner College of Business or a minor in business administration, which follows a sequence of courses designed to give them experience in the business fundamental disciplines. To add a minor, all students must file the online Business Minor Appplication Form.
For more application information and a complete list of minor options, visit the Business Minors website.
Please note: students may not double count courses between Lindner majors and minors.
|First Year Business Coursework|
|BA1041||Business Pathways I||1|
|BA1042||Business Pathways II||1|
|BA1080||Career Success Strategies (FYE)||1|
|ECON1001||Introduction to Microeconomics||3|
|ECON1002||Introduction to Macroeconomics||3|
|MGMT1051||Essentials of Business I||2|
|MGMT1052||Essentials of Business II||1|
|First Year Non-Business Coursework|
|MATH1044||Applied Calculus I||3|
|MATH1045||Applied Calculus II||3|
|Lower Core Coursework|
|BANA2081||Business Analytics I||3|
|BANA2082||Business Analytics II||3|
|BLAW2080||Legal Environment of Business||3|
|IS2080C||Digital Technologies for Business||3|
|MKTG2080||Introduction to Marketing||3|
Marketing Major Courses
Students complete six hours of required marketing courses and twelve hours of approved marketing electives.
Students complete twelve hours of approved marketing electives. No more than three hours of marketing study abroad coursework and three hours of approved DAAP courses may apply toward these hours.
|Upper Core Coursework|
|BA3080||Business Professionalism and Character||3|
|INTB3080||Global Environment of Business||3|
|Foreign Language or Study Abroad|
Foreign Language or Study Abroad
|INTB3090||Study Abroad: International Retailing||3|
|INTB3093||Study Abroad: South Africa - Microbusiness Marketing Strategy||3|
|INTB3098||Study Abroad - European Union||3|
|DAAP3000||Applied Trend Research and Analysis||3|
|DAAP2013C||A Non-Designer's Guide to Graphic Design||3|
Marketing major electives may be chosen from any MKTG courses at the 3000 level or higher.
Academic advisors are trained to assist students and are available on an appointment basis and on a walk-in basis during specific periods. They can help with scheduling and other questions about subjects such as study abroad, co-op and internship, academic planning, course pre-requisites and the curriculum.
The Carl H. Lindner College of Business has assigned advisors for all students. Students may schedule appointments with advisors online by using the Starfish scheduling tool which is integrated into Blackboard. Students who need assistance may come to 105 Lindner Hall or telephone (513) 556-7030.
Prospective students interested in transitioning to Lindner are invited to attend an information session held weekly. Students should telephone (513) 556-7030 to schedule a session.
UC Advantages and Special Opportunities
Success in today’s business environment is primarily driven by who students are and how they act. Accordingly, Lindner offers an innovative approach to business education that we call PACE. The PACE framework allows students to create a customized roadmap for developing proficiency in Professionalism, Academics, Character and Engagement to ensure they can successfully pursue the personal and professional goals they are passionate about.
- Lindner’s real-world learning opportunities ensure that our students learn the professional communication skills they need to excel in today’s business environment.
- Lindner’s Career Services (LCS) team works with undergraduate students to help them obtain real world work experience through Lindner’s Professional Experiences, which may include co-op or internships with full or part-time options. LCS guides students in developing resumes, learning interviewing techniques and obtaining the practical skills that fulfill the expectations of businesses.
- Lindner students are distinct individuals with unique goals and interests, and that is why our curriculum ensures that students have a foundational understanding of the key business functions. The breadth of majors and minors allows students to add a second major or minor that will customize their education for added value. Students can augment in-class learning with co-operative education, internships and international study abroad experiences of their choosing.
- Character means having the strength and conviction to both lead and work with teams made up of diverse social, cultural and economic viewpoints. Ethics seminars, global experiences and leadership opportunities prepare students to deal with philosophical questions that have become real-world dilemmas. Lindner business courses help students build these skills through hands-on, collaborative projects, often working with Cincinnati businesses.
- Students’ lives and careers will be comprised of much more than just work. Community service, citizenship and organizational involvement are all key components of personal growth. In Lindner, students are encouraged to get involved in the things they care about via the 20-plus student organizations within the Lindner College of Business, the 300-plus organizations within the University of Cincinnati and ongoing partnerships with service organizations like the United Way of Greater Cincinnati.
The selective Carl H. Lindner Honors-PLUS Program, a five-year mandatory co-op curriculum, accepts applications prior to December 1 of a potential freshman's senior year. Accepted students have all the traditional options and significant financial, international, housing and co-op opportunities.
The Marvin P. Kolodzik Business Scholars (KBS) Program seeks to admit new freshmen, transfer and transition students and current Lindner students dedicated to outstanding academic performance. Interested high school students should apply prior to December 1 of the applicant's high school senior year. Continuing Lindner students will be invited to apply.
The Lindner Honors-PLUS and Kolodzik Business Scholars programs are complementary, but separate and independent. Students can be enrolled in only one of the programs.
The Circle of Excellence is a selective distinction for top performing students, providing them with access to certain business honors privileges in order to further their PACE development. This honor provides students with a distinction valued by potential employers, noted on both resumes and transcripts. Interested high school students should apply prior to December 1 of their high school senior year.
The Business Fellows is a vibrant college community that provides a supportive academic, social and professional environment for students of color. Selected students will benefit from a dedicated advisor, scholarship opportunities, peer/professional mentoring and cultural activities.
The Lindner College of Business offers a variety of study abroad programs in every continent of the globe ranging from one week to a full semester abroad. General international business and culture programs are offered to freshmen and sophomores while discipline specific programs are offered to upper classmen. Students receive credit toward their degree, while gaining real-world international experience in their area of study. Study Abroad includes academic coursework at UC, and lectures, company visits and cultural activities overseas. To learn more, visit Study Abroad.
Lindner Professional Experiences provide students with real-world work experiences with leading businesses throughout the United States. These opportunities are the perfect time for students to “test” out their major(s) and discover which type(s) of work they most enjoy. Because our employer partners pay students real money, they assign students real work (versus just “busy work”) and that experience provides Lindner students with a huge competitive advantage when they enter the workforce. Because different employers and industries have different staffing needs throughout the year, Lindner Professional Experiences are available in internship, cooperative education (co-op) and part-time assignments.
To help students develop professionally and gain leadership experience, the college encourages all students to become active in one or more of the many professional and social organizations that exist in the college and on the campus.
First-year applicants are those who have not enrolled in college or university courses (other than Post Secondary Enrollment Options Program) since graduating from high school.
Bachelor of Business Administration Program (Traditional Studies)
Freshman applicants to the BBA programs, please visit the Admission Requirements page for further information. Applicants are advised that Lindner requires four units* of college preparatory mathematics for admission to all bachelor degree programs.
*Four units of college preparatory mathematics, to include at least algebra I and II, and two additional units such as calculus, pre-calculus, statistics, functions or finite mathematics.
Bachelor of Business Administration Program (Marvin P. Kolodzik Business Scholars)
The Marvin P. Kolodzik Business Scholars (KBS) Program is designed for highly motivated students with superior academic ability. This educational experience seeks to admit new freshmen, transfer, transition and current Lindner College of Business students who have demonstrated outstanding academic performance. In addition, the program seeks to admit candidates who are innovative and who have the ability to think globally and work collaboratively. KBS students value choice, creativity and individuality, have passion for their chosen specializations, and appreciate community and teamwork. Admission is highly selective.
Applicants for the KBS Program must meet the Lindner general admission criteria. Prospective freshmen must be eligible for the Cincinnatus Scholarship. To be considered for the Cincinnatus Scholarship, applicants must have a completed admission application (including high school transcripts and ACT or SAT scores) on file with the Office of Admissions no later than December 1 of the applicant's high school senior year.
Transfer, transition and current Lindner students are considered for admission through the beginning of their junior years. Applicants must have a minimum cumulative GPA of 3.4 to be considered for admission. Interested students who meet the required grade point average should contact the director, Undergraduate Enrollment Services, Lindner Hall, Suite 103, prior to April 1.
Bachelor of Business Administration Program (Carl H. Lindner Honors-PLUS Program)
The Carl H. Lindner Honors-PLUS Program is designed for highly motivated students with superior academic ability and demonstrated leadership skills who are committed to a career in business. This educational opportunity seeks to admit students for the freshmen year. In addition to being academically strong, selection is based upon candidates' non-academic and extra-curricular profile. Admission is highly selective.
Applicants for the Carl H. Lindner Honors-PLUS Program must meet the Lindner College of Business general admission criteria. Prospective freshmen must be eligible for the Cincinnatus Scholarship. To be considered for the Cincinnatus Scholarship, applicants must have a completed admission application (including high school transcripts and ACT or SAT scores) on file with the Office of Admissions no later than December 1 of the applicant's high school senior year.
On occasion, transfer, transition and current Lindner students may be admitted as rising sophomores. Applicants must have a minimum cumulative GPA of 3.6 to be considered for admission at this level, and high school credentials are used in combination with freshman year accomplishments. Interested students who meet the required grade point average should contact the director, Undergraduate Enrollment Services, Lindner Hall, Suite 103, prior to April 1.
The Circle of Excellence is a selective distinction for top performing students, providing them with access to certain business honors privileges in order to further their PACE development. This educational opportunity seeks to admit incoming freshmen students. Selected students have access to honors sections of core courses and specialty courses such as studios. Priority registration and specialized Lindner Career Services events are additional benefits for these outstanding students.
Applicants for the Circle of Excellence must meet the Lindner general admission criteria. Prospective freshmen must be eligible for the Cincinnatus Scholarship. To be considered for the Cincinnatus Scholarship, applicants must have a completed admission application (including high school transcripts and ACT or SAT scores) on file with the UC Office of Admissions no later than December 1 of the applicant's high school senior year.
Current Lindner freshmen and sophomores are considered for admission. Applicants must have a minimum cumulative GPA of 3.4 to be considered for admission. Interested students who meet the required grade point average should contact the director, Undergraduate Enrollment Services, Lindner Hall, Suite 103, prior to April 1.
Transferring to UC Requirements
Students wishing to transfer to the Lindner College of Business from colleges and universities other than the University of Cincinnati must meet or exceed each of the requirements stated below. Please note that the collegiate grade point average for transfers from other colleges and universities is calculated utilizing all course work attempted at each college and university attended.
1. Cumulative collegiate Grade Point Average (GPA) of 2.5 or higher on a 4.0 scale over all course work attempted.
2. Must demonstrate appropriate progress toward completion of the required mathematics courses. Students enrolled in the bachelor of business administration degree must complete either Math 1046 (Business Calculus, a 5 hour course), Math 1044 (Applied Calculus I) with a grade of C- or better and Math 1045 (Applied Calculus II) (a 6-hour math sequence) or its equivalent, OR Math 1061 (Calculus I - 4 hours) with a grade of C- or better and Math 1062 (Calculus II - 4 hours) or the equivalent from another institution.
3. Must be in good standing in current college or university. Conditional offers of admission will be made using transcripts with courses in progress. A final transcript is required before the student is allowed to enroll.
Students may apply online at Admissions. Lindner admits transfer students to begin in each academic term.
Changing Majors within UC Requirements
Applicants wishing to transition from other UC colleges to the Lindner College of Business must meet or exceed each of the admission requirements stated below. Please note that the collegiate grade point average for students transitioning from other colleges is calculated utilizing all college-level course work attempted at each UC college and other universities attended.
1. Cumulative collegiate grade point average (GPA) of 2.5 or higher on a 4.0 scale over all course work attempted.
2. Must demonstrate appropriate progress toward completion of the required mathematics courses. Students enrolled in a bachelor of business administration degree must complete either Math 1046 (Business Calculus, a 5 hour course), Math 1044 (Applied Calculus I) with a grade of C- or better and Math 1045 (Applied Calculus II) (a 6-hour math sequence) or its equivalent, OR Math 1061 (Calculus I - 4 hours) with a grade of C- or better and Math 1062 (Calculus II - 4 hours) or the equivalent from another institution.
3. Must have at least a 2.0 University of Cincinnati GPA, in addition to a 2.5 overall GPA. Conditional offers of admission will be made using transcripts with courses in progress. A final transcript is required before the student is allowed to enroll.
Applications for Change in College and Program may be obtained online at the Registrar's website. Applications are due by the date printed on the application. All applications for Lindner must be submitted to the Undergraduate Programs Office, Lindner Hall, Suite 105.
Lindner accepts transition students to begin in each academic term. Students must meet the above admission requirements by the end of the semester prior to admission.
International Student Requirements
The UC Lindner College of Business welcomes international applicants who seek a challenging academic environment. The Office of Admissions will send an international application packet upon request. Note that if your native language is not English, you will be required to take the TOEFL or the IELTS examination. Please reference the Office of Admissions website with international student information for the Lindner minimum standards.
International applicants at the first-year level must have a strong mathematics background and be prepared to begin the college's calculus sequence.
International applicants who are transferring to the UC Lindner College of Business must demonstrate appropriate progress toward completion of the required mathematics courses. Students enrolled in a bachelor of business administration degree must complete either Math 1046 (Business Calculus, a 5 hour course), Math 1044 (Applied Calculus I) with a grade of C- or better and Math 1045 (Applied Calculus II) (a 6-hour math sequence) or its equivalent, OR Math 1061 (Calculus I - 4 hours) with a grade of C- or better and Math 1062 (Calculus II - 4 hours) or the equivalent from another institution.
The University of Cincinnati requires that all transcripts be official copies with an official translation attached. Lindner requires all students who have earned credit at foreign universities to have the documents evaluated by a credit evaluation service prior to registering for classes at the university. A copy of the evaluation must be received by Lindner at least two weeks prior to the date the student is scheduled to register for classes.
Such an evaluation may be obtained from:
Other such agencies may be located via the Internet.
Although the UC Lindner College of Business does not require international applicants to take the Scholastic Aptitude Test (SAT) or the American College Test (ACT), it is highly recommended.
Contact the Office of Admissions for further information regarding admission procedures and deadlines for Lindner.
The degree of bachelor of business administration is granted to those who complete satisfactorily the required course work for the specified degree, with university, college, major and minor grade point averages of 2.0 or better. This includes the university’s general education requirements. All students must meet the residency requirements of the college and must contract for graduation.
Prospective Freshmen - Freshman applicants hoping to begin in the fall semester are urged to submit their applications prior to December 1. Applications should be filed as soon after September 1 of the previous year as possible. First-year students must provide an official transcript of their high school record and scores from the Scholastic Aptitude Test (SAT) or the American College Testing (ACT) program. Those who have participated in a Post Secondary Enrollment Options Program should submit official copies of any college or university transcripts. The Lindner College of Business admits freshmen to begin in the fall or spring semesters.
Changing Majors within UC - Students applying for admission to the Lindner College of Business from other UC Colleges should complete a Change in College Application form in accordance with the semester deadlines printed on the reverse side of the form. This document may be obtained online at the Registrar's website.
Transferring to UC - Students applying for admission to the Lindner College of Business from non-UC colleges should submit a University of Cincinnati online application, at Admissions. Students are urged to file their applications at least two months prior to the beginning of the semester in which they hope to enter the college.
AccreditationThe University of Cincinnati and all regional campuses are accredited by the Higher Learning Commission.
The UC Lindner College of Business has been accredited continuously since 1919 by AACSB International, the Association to Advance Collegiate Schools of Business, the premier accrediting agency for business colleges.
Bachelor of Business Admin Degree in Marketing
Full-Time Program Duration
Uptown Campus West
Carl H. Lindner Hall, Suite 103
Cincinnati, OH 45221-0020
Phone: (513) 556-6392