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Comprehensive Marketing, BSBA Online

Program Details

Next Start Date: August 17

Credit Hours: 120

Course Length: 16 weeks

Estimated Program Length: 48 months

Apply Now

Program Details

Next Start Date: August 17

Credit Hours: 120

Course Length: 16 weeks

Estimated Program Length: 48 months

Apply Now

The online Marketing, B.S.B.A. - Comprehensive Marketing Specialization from the University of West Florida equips students with the foundational knowledge needed to understand consumer behavior and optimize organizational growth.

Why Study Comprehensive Marketing at UWF?

The Bachelor of Science in Business Administration in Marketing - Comprehensive Marketing Specialization gives you the opportunity to explore how consumers make decisions, how markets evolve and how organizations build effective strategies in a competitive environment. The program pairs evidence-based instruction with applied, decision-oriented assessment. Students leave able to do the strategic work—turning research and data into meaningful insights and recommendations.

Marketing means understanding why people make the choices they do, analyzing competitive dynamics and making brand and product decisions under uncertainty. This online program is built deliberately around that durable, judgment-intensive core, combining strategic thinking with practical application, helping you build the skills needed to make informed marketing decisions in a variety of industries. Learn to decode why consumers make the choices they do, read marketplace conditions and the competitive environment and turn data into marketing strategy you can defend.

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What You Will Learn

Dedicated faculty will guide you through a curriculum that connects theory with real-world application. Through hands-on learning and industry-relevant coursework, you'll gain the skills needed to contribute to organizational growth.

By completing this degree, you will be able to:

Design and execute market research to drive informed marketing strategies
Recognize legal and ethical problems that occur in business contexts
Select and apply appropriate disciplinary frameworks to address business problems and opportunities
Integrate knowledge across business disciplines to formulate defensible strategic business decisions

Courses

Accredited by AACSB International

The UWF Lewis Bear Jr. College of Business is accredited by AACSB International - The Association to Advance Collegiate Schools of Business. Only 6% of business schools worldwide have earned this symbol of the highest standard in management education.

Courses & Requirements

UWF’s online B.S.B.A. in Marketing - Comprehensive Marketing Specialization degree program includes a total of 120 credit hours. After completing 60 credit hours in general education, including recommended lower-division prerequisite courses, you will complete 60 credit hours for the marketing major and comprehensive marketing specialization.

General Education (60 credit hours)

In addition to the general education requirements, students must satisfy all additional State of Florida requirements, including the college-level communication and computation, civic literacy and foreign language requirements. With appropriate planning and coordination with an academic advisor, students may satisfy some of the general University requirements through the General Education curriculum.

Marketing majors should take the following courses to satisfy components of the General Education curriculum:

Communication

SPC 2608 - Public Speaking

Mathematics

STA 2023 - Elements of Statistics
MAC 2233 - Calculus with Business Applications

Social Sciences

ECO 2013 - Principles of Economics Macro

Lower Division Electives (3-12 credit hours)

Students must complete sufficient 1000/2000 level electives to complete at least 60 semester hours in the lower division. Current UWF students may use elective courses at any level (1000-4000) to meet this elective requirement.

State-mandated common prerequisites must be completed prior to graduation, but are not required for admission to the program. See the  Common Prerequisite Manual for course substitutions from Florida colleges and universities.

ACG 2021 - Principles of Financial Accounting
ACG 2071 - Principles of Managerial Accounting
CGS 2570 - Personal Computer Applications
ECO 2013 - Principles of Economics Macro
ECO 2023 - Principles of Economics Micro
MAC 2233 - Calculus with Business Applications
STA 2023 - Elements of Statistics

College of Business BSBA Core (30 credit hours)

BUL 3130 - Legal and Ethical Environment of Business
FIN 3403 - Managerial Finance
GEB 3213 - Business Communication
GEB 4361 - International Business
ISM 3011 - e-Business System Fundamentals
ISM 3116 - Introduction to Business Analytics
MAN 3025 - Management Fundamentals
MAN 3504 - Operations Management
MAN 4720 - Strategic Management
MAR 3023 - Marketing Fundamentals

Comprehensive Marketing Specialization (30 credit Hours)

MAR 3503 - Consumer Behavior
MAR 4613 - Marketing Research
MAR 4803 - Marketing Strategy
Five 3000/4000 level Marketing (MAR) electives
Two 3000/4000 level advisor-approved courses

To be considered for admission to UWF’s online B.S.B.A. in Marketing - Comprehensive Marketing Specialization program, you must:

Successfully complete all lower-division general education and prerequisite courses with a grade of C or better

How to Apply

To apply to the online B.S.B.A. in Marketing - Comprehensive Marketing Specialization program at UWF, you’ll submit an application for undergraduate admission with its $30 application fee, along with the following:

Submit official transcripts from all institutions previously attended whose accrediting agency is included on the list of UWF approved accrediting agencies
ACT or SAT scores
Completed residency application form for tuition purposes
Completed departmental application form

Have questions about this program or the admissions process? Contact our undergraduate admissions team at admissions@uwf.edu.

Full Course Descriptions Registration Requirements

Careers & Outcomes

With an online B.S.B.A. in Marketing - Comprehensive Marketing Specialization from UWF, you can explore roles across various industries and help organizations connect with their audiences and build strong brands.

Job Titles

Brand Manager/Strategist
Consumer Insight Analyst
Market Research Analyst
Product Marketing Manager

Career Outlook

The median annual wage for market research analysts was $76,950 in May 2024
The job outlook for market research analysts is expected to grow 7% from 2024 to 2034, much faster than the average for all occupations

Source: BLS, 2026

Tuition Rate per Credit Hour

Undergraduate Online Program Tuition
Component	Cost*	Total*
In-state Tuition	$220.98 per credit hour	$26,517.60
In-state Tuition with Maximum Transfer Credits (Up to 90)	$220.98 per credit hour	$6,629.40
Out-of-state Tuition (with 75% waiver)	$362.07 per credit hour	$43,448.40
Full Out-of-state Tuition	$714.78 per credit hour	$85,773.60

Online Out-Of-State Tuition Waiver: Non-Florida residents (including international students) pursuing an online degree or certificate may be eligible for a tuition waiver that covers up to 75% of the non-resident portion of your tuition. You must pay all other assessed tuition and fees. Waivers are not automatically renewed and a new waiver request must be submitted every semester. Waivers cannot be applied retroactively to past semesters. Review Tuition Waiver Information to learn more. Time to completion varies by student, depending on individual progress and credits transferred, if applicable. Fees are charged per semester unless otherwise noted.

Refer to UWF Cost of Attendance Estimates and Financial Literacy for more information on UWF costs and financial aid.

* Tuition and fees are subject to change.

Alabama, Military & Financial Aid

Alabama Differential Out-of-State Tuition

Residents of Alabama are eligible for Alabama Differential Tuition, a reduced out-of-state tuition rate. To verify residency status for tuition purposes, new undergraduate students should contact the Office of Undergraduate Admissions and new graduate students should contact the Graduate School. Current enrolled students should contact the Office of the Registrar. See more about Tuition Waivers.

Military & Veterans

The UWF Military & Veterans Resource Center (MVRC) serves as the campus advocate for military, dependents and veteran students. Contact the MVRC to learn more about the various military and veteran education assistance or tuition waiver opportunities and eligibility requirements.

UWF Financial Assistance

The University of West Florida offers various financial aid options for our online students, including loans, scholarships and grants for degree-seeking students. We provide eligible students with an alternative to paying the full amount of tuition at the beginning of each term in the form of an installment payment plan or a short-term loan. See more about Financial Aid and Education Funding Opportunities.