Jul 17, 2024  
2018-2019 Cal State East Bay Catalog 
2018-2019 Cal State East Bay Catalog [ARCHIVED CATALOG]

Business Administration, B.S.: Marketing Management Concentration

Business Administration, B.S. Program (120 units)

Program Description

The College of Business and Economics, which offers the Bachelor of Science in Business Administration (B.S.B.A.) program, is committed to providing life-changing, quality business education to prepare students from diverse backgrounds to become successful business professionals and leaders. The B.S.B.A. program imparts students with the knowledge and skills necessary to understand the changing global business environment and to prepare students for success in their professional careers.

The B.S.B.A. major program is structured around a set of core courses enabling students to develop general business perspective and skills. Students are required to choose an area of specialization, i.e., concentration, corresponding to their desired career path. In addition, the program allows students flexibility to customize their specialization by choosing business elective courses. These electives may be chosen to further strengthen their preparation in their chosen concentration.

The undergraduate and the graduate programs in the College of Business and Economics are accredited by the Association to Advance Collegiate Schools of Business International (AACSB).

Program Learning Outcomes

Students graduating with a Bachelor of Science in Business Administration will be able to:
  • Recognize and integrate foundation knowledge across functional areas.
  • Apply critical thinking skills to solve business problems.
  • Understand and apply quantitative methods and tools in evaluating business problems and making effective business decisions.
  • Apply technology to analyze data and provide solutions to business problems.
  • Apply effective oral communication skills in a diverse and global environment.
  • Apply effective written communication skills in a diverse and global environment.
  • Apply effective team skills to work in a diverse and global environment.
  • Identify and assess ethical issues and properly articulate ethical decisions.

Expiration of Courses

Upper division major/concentration requirement courses will expire ten years after completion of the term in which they are earned. Expired courses cannot be used to fulfill degree requirements and must be replaced by current credits. Requests for waivers of the ten-year limit for extenuating circumstances, other than mere failure to register, are made to the department chair in which the course resides and the director of undergraduate programs.

Transfer of Courses

Upper division courses will only be considered for equivalency or transfer credit if they are from AACSB accredited institutions. Exceptions will be made for programs that have current and signed agreements with the College of Business and Economics.

Degree Requirements

The B.S. degree requires a total of 120 units. In addition to General Education courses and other graduation requirements, the Business Administration major requires three sets of courses: (I) lower division core courses, (II) upper division core courses, and (III) courses to fulfill concentration requirements. 

Degree Requirements Unit-Outline

  • A baccalaureate of science degree requires a total of 120 units:
    • The major requirements consists of 75 units;
    • General Education (GE) & Graduation Requirements (GR) consists of 57 units;
    • Free Electives may consist of 0 units (actual number of free elective units may depend on GE/GR units).

Note: It may be possible to double-count units within the graduation requirements or that a course may satisfy both a graduation requirement and a major requirement.  Students should contact their program and AACE advisors for information.

Business Administration Major Requirements (75 units)

Note: Please see the Errata  pages for corrections made to the major requirements effective for all concentrations.

Lower Division Core Courses

The following 18 units of lower-division coursework are required:

Upper Division Core Courses

The following 27 units of upper-division coursework is required:

Marketing Management Concentration

The task of marketing is to help an organization create and maintain satisfying relationships with its important customers. Students completing the coursework in the Marketing Management concentration acquire the knowledge and skills necessary to understand the needs of customers and the market, to design effective marketing strategies, and to successfully implement and monitor the chosen marketing program. Global competition coupled with technological advances forces both for-profit and nonprofit organizations to revitalize the marketing function for their success. The growing awareness of the importance of marketing has led to an increase in the number of marketing positions available. The concentration prepares students for careers in advertising and promotion, brand and product management, sales and sales management, retailing, non-profit, international marketing, marketing research, new product planning, marketing logistics and public relations.

Elective Courses

Select three (3) courses for 9 units from the following list:

Other Undergraduate Degree Requirements

In addition to major requirements, every student must also complete the University’s baccalaureate requirements for graduation, which are described in the Requirements, Exams & Testing  chapter of this catalog. 

Department Courses Listed by Course Type

Marketing Courses

Department of Marketing

Go to information for this department.




Marketing: Graduate