2016-17 Catalog

Publication date June 2016

Marketing Major - Bachelor of Science (BS)

“For every store window you browse, website banner you click on, or TV commercial you watch, there’s someone behind the scenes who’s manipulated these media in an attempt to win your business.”1

The Department of Marketing faculty at UW-La Crosse considers the educational, personal, and professional development of marketing students to be their number one priority. The Department of Marketing is dedicated to providing an in-depth understanding of marketing activity, in both domestic and international settings. Graduates are prepared to enter a variety of marketing related positions upon graduation. Students in this major are presented with opportunities to more fully develop and explore their specific marketing and career interests while progressing through their course work.


Beyer, Gregory, "A Career in Marketing/Advertising, " Wall Street Journal, September 13, 2010. 

(College of Business Administration)


Admission to the College of Business Administration

300/400 level marketing courses are open only to those students who have been admitted to the business program and students in business-related programs for which such a course is specifically required. Exceptions to this policy may be made only by the College of Business Administration Dean.


24 credits

MKT 341International Marketing3
MKT 362Buyer Behavior3
MKT 365Promotions and Advertising Management3
MKT 367Market Research3
MKT 370Professional Selling and Sales Management3
MKT 386Industrial Marketing and Transportation3
MKT 415Senior Seminar3
MKT 479Marketing Management3
Total Credits24

All students must complete the general education, college core, major/minor, and university degree requirements in order to qualify for a degree. The easiest way to track all of these requirements is to refer to the Advisement Report (AR) found in the Student Information System (WINGS) Student Center. All enrolled students have access to the AR. 

College of Business Administration (CBA) core requirements

All students enrolled in any program within the college must complete the 16 business core courses listed below and all requirements for the major (see department listings). Courses numbered at the 100 and 200 level as well as BUS 300 are considered pre-business courses.

ECO 110Microeconomics and Public Policy3
ECO 120Global Macroeconomics3
BUS 205The Legal & Ethical Environment of Business3
ACC 221Accounting Principles I3
ACC 222Accounting Principles II3
IS 220Information Systems for Business Management4
BUS 230Business and Economics Research and Communication3
ENG 110College Writing I3
or ENG 112 College Writing AP (Advanced Placement)
BUS 300Business Communication3
MGT 308Behavior and Theory in Organizations3
MKT 309Principles of Marketing3
FIN 355Principles of Financial Management3
MGT 393Production and Operations Management3
MGT 449Administrative Policy Determination3
MTH 145Elementary Statistics (or equivalent)4
MTH 175Applied Calculus4-5
or MTH 207 Calculus I
Total Credits51-52

Baccalaureate degree requirements

Candidates for the Bachelor of Arts or the Bachelor of Science degrees must accomplish the following:

  1. Fulfill the general education requirements.
  2. Complete at least one ethnic studies (diversity) course.
  3. Complete the courses prescribed by the Undergraduate Curriculum Committee for the degree desired in the respective school or college. (No substitutions for graduation may be made in course requirements for a major or minor after the fourth week of the last semester of the senior year.)
  4. Earn a minimum of 120 semester credits with at least a 2.00 cumulative GPA.1 At least 40 credits must be earned in 300/400 (senior college) level courses. Courses earned at the 100/200 level that transferred to UWL as 300/400 level courses do not apply to this requirement nor do courses from two-year schools.
  5. Complete major and minor requirements with at least a 2.00 GPA1 in each major and minor (and concentration or emphasis, if selected).
  6. A minimum of 30 semester credits in residence at UWL is required for graduation. (See undergraduate resident requirement.)
  7. Submit an application for graduation via the "Apply for Graduation" link in the WINGS Student Center as soon as the student has registered for his or her final semester or summer term in residence. December and winter intersession graduates should apply by May 1. May and summer graduates should apply by December 1.

Grade point average requirements for some programs will be considerably higher than 2.00. Re-entering students may be required to earn credits in excess of the 120 needed for graduation in any curriculum in order to replace credits earned in courses in which the content has changed substantially in recent years. Each case will be judged on its own merit.

No degree will be awarded unless all requirements are fulfilled and recorded within 30 days after the official ending date of each term.

Below is a sample degree plan that can be used as a guide to identify courses required to fulfill the major and other requirements needed for degree completion. A student's actual degree plan may differ depending on the course of study selected (second major, minor, etc.). Also, this sample plan assumes readiness for each course and/or major plan, and some courses may not be offered every term. Review the course descriptions or the class timetable for course offering information.

The sample degree plans represented in this catalog are intended for first-year students entering UWL in the fall term. Students should use the Advisement Report (AR) in WINGS and work closely with their faculty advisor(s) and college dean’s office to ensure declaration and completion of all requirements in a timely manner.

General Education Program
The general education curriculum (Gen Ed) is the common educational experience for all undergraduates at UWL. Sample degree plans include Gen Ed placeholders to ensure completion of the general education requirements. Courses may be rearranged to fit the needs or recommendations of the student’s program of study. Gen Ed courses may be taken during winter term (January between the semesters) and summer to reduce the course load during regular terms (fall and spring). Students should consult with their advisor and/or the assistant to the dean of their college for assistance with course and schedule planning. Refer to the general education requirements for more specific details.

Note: at least 40 credits of the 120 credits required must be earned at the 300/400 level.

This sample degree plan does not establish a contractual agreement. It identifies the minimum requirements a student must successfully complete, to qualify for a degree, in a format intended to assist the student plan their academic career. Actual degree plans may differ.

Year 1
ECO 110 or 120 (Gen Ed Global Studies/ Gen Ed Self & Society)13ECO 110 or 120 (Gen Ed Global Studies/ Gen Ed Self & Society)13
ENG 110 or 112 (Gen Ed Literacy - Written)3CST 110 (Gen Ed Literacy - Oral)3
MTH 145 or 175 (Depending on Math placement exam results)4MTH 145 or 175 (Depending on Math placement exam results)4
HIS 101, 102, or ARC 200 (Gen Ed World Hist)3Gen Ed Minority Cultures3
Gen Ed Arts2Gen Ed Arts3
 15 16
Year 2
ACC 22113ACC 22213
BUS 20513BUS 2303
IS 2204BUS 3003
Gen Ed Health & Well-Being3Gen Ed Hum - Lit3
Gen Ed Elective3Gen Ed Natural Lab Science4
 Apply to the Business Program in the CBA Dean's Office (138 Wimberly) 
 16 16
Year 3
FIN 3553MGT 3933
MGT 3083MKT 3413
MKT 3093MKT 3623
Gen Ed Electives6MKT 3673
 15 15
Year 4
MKT 3703MGT 4493
MKT 3653MKT 4153
MKT 3863MKT 4793
 15 12
Total Credits: 120

A grade of "C" or better is required for admission to the CBA Business Program.

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