If you’re a strategic thinker and a creative problem-solver, then advancing in a career in marketing could be a good choice for you. Marketing is a diverse field that involves in-demand skills desired by top employers, large and small. It’s also a growing field, particularly in the digital realm. Successful marketers will be analytical, creative and know how to leverage technology.
The BBA in Business Administration: Marketing, offered fully online, provides a robust foundation in business. From the highly ranked School of Business, you will gain valuable skills in communication, collaboration, creativity, relationship building and planning. You will learn to implement strategies related to product, place/distribution, price and promotion; analyze market segments and generate effective plans; leverage relevant sources to determine and support marketing actions; and apply analytical rigor to decisions.
Graduates pursue a variety of careers in marketing, including brand/product management, marketing research/analytics, sales management, advertising, business-to-business marketing, digital and social media, consulting, and supply chain management. You could be a product manager, social media strategist or market research analyst, among other dynamic jobs.
How to Get in
Students applying to the BBA in Business Administration-Marketing program apply through UW-Madison Online. UW–Madison Online undergraduate programs are for those applying as transfer students (i.e., those transferring at least 12 college credits). UW-Madison re-entry students may also be considered. For more information, visit the UW-Madison Online admissions website.
University Requirements
All undergraduate students must complete both the following Core General Education (Core GenEd) and University Degree and Quality of Work requirements. The requirements below apply to students whose first term at UW-Madison or whose earliest post-high school college attendance at any institution is Summer 2026 or later.
Students whose first term at UW-Madison or whose earliest post-high school college attendance at any institution occurred before Summer 2026 should refer to the archived Guide for the requirements that apply to them.
Core General Education (Core GenEd) Requirements
| Civics & Perspectives | 3 credits of Civics & Perspectives coursework. |
| Communication & Literacy | 6 credits of Communication & Literacy coursework. This requirement may be partially satisfied by a qualifying placement test score. For more information see this tiny url: https://go.wisc.edu/qualifyingenglishplacement |
| Humanities & Arts | 6 credits of Humanities & Arts coursework. |
| Mathematics & Quantitative Reasoning | 6 credits of Mathematics & Quantitative Reasoning coursework. This requirement may be partially satisfied by a qualifying placement test score. For more information see this tiny url: https://go.wisc.edu/qualifyingmathplacement |
| Natural Science & Wellness | Complete both:
|
| Social & Behavioral Science | 3 credits of Social & Behavioral Science coursework. |
| Total Credits | 30 credits. |
For more information see the policy.
University Degree and Quality of Work Requirements
All undergraduate degree recipients must complete the following minimum requirements. Requirements for some programs will exceed these requirements; see program requirements for additional information.
| Total Degree | 120 degree credits. |
| Residency | Complete 30 credits in residence. A course is considered “in residence” if it is taken when in undergraduate degree-seeking status and:
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| Quality of Work | Achieve at least the minimum grade point average specified by the school, college, and/or academic program. |
| Math | Demonstrate minimal mathematics competence by: |
| English Language | If required to take the UW-Madison English as a Second Language Assessment Test (MSN-ESLAT), demonstrate minimal English language competence by:
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| Language | Complete one:
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| Major Declaration | Declare and complete the requirements for at least one major. |
School of Business BBA Requirements
The Wisconsin Bachelor of Business Administration (BBA) in Business Administration online degree program combines core general education requirements with a broad coverage of core business disciplines to create a strong academic foundation upon which students delve deeply into their majors.
Liberal Studies
Liberal studies requirements must be completed prior to graduation.
| Communications A | Complete either:
|
| Microeconomics | Complete one: |
| Macroeconomics | Complete either: |
| Social Science | One 3+ credit course with the Social Science designation. |
| Math | Complete one: |
| Humanities, Literature and Arts | Two 3+ credit courses with the Humanities or Literature designations. |
| Science | 6 credits with the Biological, Natural, or Physical Science designations. Courses in or cross-listed with MATH or STAT cannot be used to meet this requirement. |
| Ethnic Studies | One 3+ credit course with the Ethnic Studies designation. |
| Ethics | Complete one: |
Business Fundamentals
| Code | Title | Credits |
|---|---|---|
| GEN BUS 110 | Personal and Professional Foundations in Business | 1 |
| GEN BUS 106 | Foundational Skills for Business Analysis | 1 |
| GEN BUS 206 | Beginning Data Analysis for Business | 3 |
| GEN BUS 207 | Intermediate Data Analysis for Business | 3 |
| GEN BUS 301 | Business Law | 3 |
| GEN BUS 360 | Workplace Writing and Communication | 3 |
| ACCT I S 100 | Introductory Financial Accounting | 3 |
| Total Credits | 17 | |
Business Core
| Code | Title | Credits |
|---|---|---|
| ACCT I S 211 | Introductory Managerial Accounting | 3 |
| FINANCE/ECON 300 | Introduction to Finance | 3 |
| MARKETNG 300 | Marketing Management | 3 |
| M H R 300 | Managing Organizations | 3 |
| OTM 300 | Operations and Supply Chain Management | 3 |
| Total Credits | 15 | |
Business Graduation Requirements
| Cumulative Credits | Students must earn 120 degree credits. |
| Quality of Work | Students must maintain a minimum cumulative grade point average of 2.000. |
| Residency | Students must complete 30 degree credits in residence at UW–Madison. |
BBA in Business Administration - Marketing Major Requirements
All Business Administration-Marketing majors must take MARKETNG 300 Marketing Management, which is a Business Core Requirement and a prerequisite for most of the undergraduate marketing courses. The BBA in Business Administration-Marketing major is a total of 15 credits consisting of the following 3 required courses and 6 credits of MARKETNG electives.
| Code | Title | Credits |
|---|---|---|
| Required Courses | ||
| MARKETNG 305 | Consumer Behavior | 3 |
| MARKETNG 310 | Marketing Research | 3 |
| MARKETNG 460 | Marketing Strategy | 3 |
| Elective Coursework | ||
| Select a minimum of 6 additional MARKETNG credits | 6 | |
| Total Credits | 15 | |
Learning Outcomes
- Apply analytical rigor to marketing decisions.
- Locate, evaluate, and leverage relevant sources to determine and support their marketing actions.
- Demonstrate the ability to formulate and implement marketing strategies related to product, place/distribution, price, promotion.
- Demonstrate the ability to evaluate and analyze appropriate market segments and generate effective marketing plans.
Four-Year Plan
This program is designed for transfer students, most of whom will enroll on a part-time basis. As such, there is not a four-year plan for this program. Please refer to the Requirements tab for more information about the curriculum and program plan.
Advising and Careers
Accessing Advising
Each UW-Madison Online student is assigned an academic advisor. The academic advisor will support the academic and personal success of each student including assisting students as they identify and clarify their educational goals, develop meaningful academic plans, and pursue their own Wisconsin experience.
Accreditation
AACSB International—The Association to Advance Collegiate Schools of Business
Accreditation status: Accredited. Next accreditation review: 2026–2027.