Marketing Major - Bachelor of Science (BS)

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.

(College of Business Administration)

College of Business Administration (CBA) core requirements

All students enrolled in any program within the college are required to complete the following:


24 credits

International Marketing
Consumer Behavior
Market Research
Marketing Management
Select an additional 12 credits from 300/400 level MKT courses. 1, 2, 312
Total Credits24

A maximum of three credits may come from MKT 415, MKT 450, or MKT 499.


CBA core courses such as MKT 301MKT 309, and MKT 323 cannot be applied toward the major. MKT 310 and MKT 480, which are cross-listed with MGT, also cannot be applied toward the major.


Students with interests in special areas should work closely with their advisors on course selection.

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 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).  MGT 449 must be taken in the semester of graduation.

ACC 221Accounting Principles I 13
ACC 222Accounting Principles II 13
BLAW 205The Legal and Ethical Environment of Business 13
ECO 110Microeconomics and Public Policy 13
ECO 120Global Macroeconomics 13
ECO 230Data Analysis for Business Applications3
ENG 110College Writing II 13
or ENG 112 College Writing AP (Advanced Placement)
FIN 355Principles of Financial Management3
IS 220Information Systems for Business Management3
MGT/MKT 301Business Communication3
MGT 308Organizational Behavior3
MGT 393Production and Operations Management3
MKT 309Principles of Marketing3
MTH 160Mathematics for Business 14-5
or MTH 175 Applied Calculus
or MTH 207 Calculus I
STAT 145Elementary Statistics (or equivalent) 14
or STAT 245 Probability and Statistics
Capstone - taken in the semester of graduation
MGT 449CBA Capstone: Applied Business Strategy3
Total Credits50-51

A grade of "C" or better required.

Upper division prerequisite requirement

Most professional, upper division courses (300/400 level) in the CBA require students to have the following to register into the course:

1. A grade of "C" or better in ACC 221ACC 222BLAW 205ECO 110ECO 120ENG 110/ENG 112,
 MTH 160/MTH 175 /MTH 207, and STAT 145/STAT 245;

2. 54 credits or higher earned (or in progress).

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.
  4. Earn a minimum of 120 semester credits with at least a 2.00 cumulative GPA.1, 2
  5. At least 40 credits must be earned in 300/400 level courses. Transfer courses earned or transferred at the 300/400 level apply to this requirement.
  6. Complete major and minor requirements with at least a 2.00 GPA1, 2 in each major and minor (and concentration or emphasis, if selected).
  7. A minimum of 30 semester credits in residence at UWL is required for graduation. (See undergraduate resident requirement.)
  8. 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.


The grade point average recorded at the time the degree is awarded will not be affected by future enrollment.

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 college academic services director in their college/school for assistance with course and schedule planning. Refer to the general education requirements for more specific details.

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

Note: New students and transfer students with less than 12 credits earned are required to take FYS 100 First-Year Seminar (3 cr.) during one of their first two semesters at UWL.

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 in planning 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)13CST 110 (Gen Ed Literacy - Oral)3
MTH 160, 175, or 207 (Depending on math placement exam results)14STAT 145 (Depending on math placement exam results)14
Gen Ed Arts2FYS 100 (Gen Ed First-Year Seminar)3
Gen Ed World History3Gen Ed Minority Cultures3
 15 16
Year 2
ACC 22113ACC 22213
University Elective3BLAW 20513
Gen Ed Health & Well-Being3IS 2203
Gen Ed Arts2University Elective4
Gen Ed Natural Lab Science4Gen Ed Humanistic Studies3
 15 16
Year 3
MGT 301 or MKT 3013FIN 3553
MGT 3083MKT 3413
MKT 3093MKT 3623
ECO 2303MKT 3673
University Elective3University Elective3
 15 15
Year 4
MGT 3933MGT 4493
Marketing Elective (300/400-level)23MKT 4793
Marketing Elective (300/400-level)23Marketing Elective (300/400-level)23
Marketing Elective (300/400-level)23University Elective4
University Elective3 
 15 13
Total Credits: 120

A grade of "C" or better is required for the CBA core requirements.


CBA core courses such as MKT 301MKT 309, and MKT 323 cannot be applied toward the major. Cross-listed courses MKT 310 and MKT 480 also cannot be applied toward the major. Students with interests in special areas should work closely with their advisors on course selection. A maximum of three credits may come from MKT 415 or MKT 450 or MKT 499.