Marketing Concentration

General Information

Department Office Phone
Marketing and Decision Sciences BT 750 (408) 924-3506

The study of marketing is the study of the most dynamic aspect of business. All stages of a product's or service's development are studied, from the first idea to the end of the product's useful life. Both national and international aspects of developing and selling products and services are present in the marketing concentration. Of particular importance to the marketing field are the understanding of the need that the product or service satisfies, the product or service itself, the promotion of the product or service, its distribution, price and positioning. The study of marketing can lead to careers in sales and sales management, marketing research, product management, distribution management, retail management, marketing communications and international marketing in the following areas:

  • Business-to-Business goods and services

  • Consumer goods and services

  • Public sector services


Course type Units
General Education: 48-51 units
Business Pool: 12 units (6 of these units fulfill Core GE requirements)
Non-Business support: 14 units (3 units fulfill Core GE requirements, 6 units fulfill SJSU Studies)
Lower-Division Business Core: 4 – 7 units
Upper-Division Business Core: 30 units (3 units fulfill SJSU Studies)
Marketing Concentration: 21 units
Electives or minor : Units needed to reach 120 and fulfill all requirements


A 2.0 (C average) is required in the major in order to earn the BS degree. The cumulative GPA for all business courses must be 2.0 or better to graduate.

Marketing Concentration (21 units)** :

Required Courses:

  • BUS2 134A*# Customer Behavior
  • BUS2 134B* Integrated Marketing Communications
  • BUS2 138*# Marketing Research
  • BUS2 139* Marketing Management

Choose three of the following electives required within the concentration:

  • BUS2 131A* Business to Business Marketing
  • BUS2 131B* Retail Marketing Management
  • BUS2 131C* Marketing in High Technology
  • BUS2 131D* Marketing in New Ventures
  • BUS2 132A* Marketing Channels and Institutions
  • BUS2 132B* Business Logistics
  • BUS2 133A* International Marketing
  • BUS2 133B* Relationship Marketing: Pacific Rim
  • BUS2 133C* International Risk Marketing: Islam & Africa
  • BUS2 133E* Marketing to Eastern/Western Europe
  • BUS2 134C* Marketing Through New Technology
  • BUS2 135* Sales Management
  • BUS2 136* Product Development
  • BUS2 137A* - Soft Skills

  • BUS2 137H*** Marketing Honors Practicum
  • BUS2 193* Data Mining


** Business 130 with a “C-“ or better is prerequisite to all Marketing concentration courses.
In addition, Bus 90 is a prerequisite for Bus 138. Bus 138, Bus 134A, and Bus 134B are prerequisites to Bus 139. Business 139 is senior capstone courses to be taken in your last academic year.

# As of Spring 2005, Bus 130 and 100W(B) are prerequisites for Bus 134A and Bus 138.
Registration for these classes will be blocked if the prerequisites are not completed or in progress.

*      Requires a “C-” or better.
Additional criteria needed (See Marketing Department (BT 750) for details)

Business Pool

Freshmen admitted in fall 2010 or later must complete MATH 71 with a grade of C or better. Transfer students and Freshmen admitted prior to fall 2010 complete MATH 70, Finite Math with grade of C or better.

  • MATH 71 Business Calculus
  • English 1B Composition 

    (or, if continuous enrollment began Fall 2015 or later, English 2)

  • BUS1 20 Financial Accounting
  • BUS2 90 Business Statistics

As of Fall 2009, ALL concentrations will require grade minimums of “C” or better in BUS 20, BUS 90, Math 70, and ENGL 1B. Grades of “C-“ earned prior to to Fall 2009 will satisfy major requirements.

Non-Business Support Courses

  • ECON 1A Macroeconomics
  • ECON 1B Microeconomics
  • PHIL 186 Prof. Business Ethics (Area S)
  • Non-Business Global Perspectives (Area V)

    (See approved list in BSAC)

Lower Division Business Core

  • BUS3 10 Discovering Business  (Freshman, only)
  • BUS1 21 Managerial Accounting
  • BUS3 80 Legal Environment of Business
  • BUS4 91L Business Computer Productivity Tools(1 unit)

Upper Division Business Core

  • COMM 100W , ENG 100WB, or LLD 100WB (C or better) (Requires passing the WST)
  • BUS2 130 Fundamentals of Marketing (Grade of C- or better for marketing majors)
  • BUS3 140 Fundamentals of Operations Management
  • BUS3 160 Fundamentals of Management and Organization Behavior
  • BUS1 170 Fundamentals of Finance
  • BUS3 187 Global Dimensions of Business
  • BUS4 188 Business Systems and Policy
  • BUS3 189 Strategic Management (Requires graduating senior status)
  • BUS2 190 Quantitative Business Analysis

General Education (48-51 Units)

Core GE

Section Course name Units
A Basic Skills 9
B4 Math Concepts (Math 71) 3
B Science (including lab) 9
C Humanities & Arts 9
D Social Science* 9
E Human Understanding & Dev. 3
F1 American History**  
F2&3 US Constitution & CA Government**                               Physical Education (2 separate & distinct activities)  


SJSU Studies (Requires passing the WST)

Section Course name Units
S Self & Society (Phil 186) 3
R Earth & Environment 3
V Culture & Civilization (See Non Business Global above) 3
Z Written Communication II (100W) (Requires a C or better) 3


*   Econ 1B fulfills area D1 for Business majors
** Areas F1,F2 & F3 may also fulfill Areas D2 & D3 (See BSAC advisor for details)

Interdisciplinary Electives or Minor (See a BSAC advisor for details)

Total Unit Requirement - 120 Units