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Marketing Specialization Bachelor of Science in Business

School of Business and Technology

Be a Marketing Professional

A winning marketing strategy is a must-have in today’s business world. Capella University's online bachelor’s in business, marketing degree helps you learn to develop and deploy strategic marketing plans based on solid research and proven sales tactics. If you’re interested in gaining foundational business skills for a career in marketing, this degree is for you.

In this online marketing degree program, you’ll build core business knowledge and dive into areas like marketing research, sales, channel management processes, brand identity, communications, change
management, and business ethics.

At a Glance

  • Online
  • 8–15 General Education Courses
  • 10 Core Courses
  • 8 Specialization Courses
  • 7–12 Elective Courses
  • Capstone

Classes Start April 8th

Ready to get started? We’re ready for you. Chat with an enrollment counselor or apply now to take the first step on the journey toward your future.

$50 Application Fee (waived w/promo WINTER)

What You’ll Learn

Make a Worldwide Impact

Learn what it takes to strategically plan and execute campaigns for domestic and global markets.

Apply Research

Discover how to apply marketing research concepts to organizational strategies.

Meet Customer Needs

Find out what your customers really want to lead the creation of desired products and services.

Become a Professional

Enhance your ability to perform professionally in a variety of business situations.

Deliver Integrated Plans

Learn viable strategies to develop and execute integrated marketing communications programs.

Improve With Technology

Sustain a competitive advantage through relevant and useful technology solutions.

BS in Business, Marketing Program Features

Our program offers additional benefits you might be interested in.

Target Your Studies

Concentrate your studies in areas like accounting, finance, health care management, leadership, marketing, and project management.

Aligned With Industry Standards

We partner with employers, key professional organizations, and an external advisory council to design programs that align with industry standards.

Full Access to WSJ

We’ve teamed with The Wall Street Journal to give business students full digital access to timely, relevant business news.

Cost & Learning Formats

We know you’re busy—you need a learning experience tailored to your life, not the other way around. That's why Capella offers two 100% competency-based, online learning formats to best fit your needs. Which learning format is right for you? Take our Path Finder Quiz.

Our original learning format offers extra structure for those who want it. We'll set the schedule, you meet the deadlines. 

  • Based on the quarter system; 1-3 courses per 10-week quarter
  • 1 semester credit = 1.5 quarter credits
  • Weekly assignments and courseroom discussions
  • Pay for what you take, price varies by courseload or term
$354 per 1000-2000 level credit $410 per 3000-4000 level credit, 180 total quarter credits, 135 max transfer credits

*This is only an estimate, using general program pricing, and it does not include fees (including application and resource kit fees).  Your price may be higher or lower depending on your specialization, transfer credits, and tuition discounts. If transfer credits are allowed in this offering, the prices above show what you would pay if you brought in the average number of transfer credits and the price if you brought in the maximum allowed transfer credits.  

Get the Details

Speak with an enrollment counselor to get a personalized cost estimate for what you can expect to pay.

Ways to Save

At Capella, we believe your education is an investment in your future. It’s also an investment within your grasp. Your goals are achievable—there are more ways to save than you might think. 

Transfer Credits

We can accept many transfer credits from regionally accredited schools.

Low-Cost Gen Ed Courses

Our learning partner, Sophia Learning, offers a low-cost way to earn gen-ed credits.

Reduce Your Tuition with $8K

Enroll in your bachelor's degree, apply for the scholarship, meet eligibility requirements, and receive up to $8K.

Accredited & Recognized

Capella University is accredited by the Higher Learning Commission.

Accreditation and recognitions provide the assurance we meet standards for quality of faculty, curriculum, learner services, and fiscal stability. See all of our accreditations and recognitions

Bachelor's in Marketing Sample Courses

In Capella’s bachelor’s in business, marketing program, you’ll focus on sales and marketing fundamentals or broaden your study to emphasize marketing strategy, international marketing, customer behavior, services marketing, or public relations. 

Show course with description
BUS4022 *

Learners in this course examine the integrated and interrelated factors involved in e-marketing, including sourcing and sales. Throughout the course, learners gain an understanding of how to most effectively use e-marketing and e-business approaches to manage strategy, operations, supply chains, logistics, online customer profiling, and the sales cycle. Building on this knowledge, learners prepare a sourcing, marketing, and sales plan for an enterprise. Prerequisite(s): BUS3030.

6 quarter credits
BUS4033 *
Brand Identity and Marketing Communications

Learners in this course explore multiple forms of marketing communications media and messages, including word-of-mouth marketing and the Internet. Learners consider the communication-saturated nature of the marketplace and its practical significance in focusing brand identity and selecting marketing communications. Prerequisite(s): BUS3030.

6 quarter credits
BUS4036 *
Marketing Research

In this course, learners evaluate marketing research and examine the tools and techniques used to conduct real-world marketing research applicable to a variety of business situations. Learners analyze a potential market, conduct marketing research using both primary and secondary data, and interpret the results. Learners also explore ways to apply marketing research results to managerial decision making and identify prominent marketing research trends, such as the increased use of the Internet and other forms of technology. Prerequisite(s): BUS3030.

6 quarter credits
BUS4024 *
Customer Behavior

Learners in this course demonstrate their knowledge of ways customers acquire, consume, and dispose of products and services. Learners analyze the buyer behavior of individual consumers, businesses, and governments and evaluate the influence demographics, popular culture, and subcultures have on buyer behavior. Learners also assess the managerial application of consumer behavior concepts, including current issues associated with ethics, law, and regulation. Prerequisite(s): BUS3030.

6 quarter credits


Concentrations let you hone in on your specific area of interest that can get you even closer to your exact career goals. The concentrations you earn will be included on your transcript.

Faculty & Support

You’re never going it alone at Capella. Our dedicated faculty and support teams are waiting to guide, help, and advise you through every step of your educational journey.

Enrollment Counselors

These folks are superstars. We hear it from our students (and grads). They're here to help find a program fit and set up for success.


Advisors know the details of your program. Got questions about courses? Instructors? Resources? Advisors have answers.


Our courses are taught by distinguished faculty members who hold top credentials and have hands-on expertise in their fields. They know what you need to know today.

Career Center

For this team, it's more than resumes and interview tips. It's about thoughtful and strategic career planning—beyond graduation.

Marketing Career Insights

A Low-Cost Way to Find Out if an Online Bachelor's Degree May Be Right for You

Find out how you can dip a toe in online learning.

Marketing Professional Paths

Here are just some of the career options you could explore with our online marketing degree.

Related Job Titles to Explore*

  • Account representative
  • Advertising/promotion manager
  • Brand manager
  • Email marketing manager
  • Event manager
  • Marketing analytics manager
  • Marketing/communications specialist
  • Marketing manager
  • Marketing project manager
  • Marketing/sales coordinator
  • Market research analyst
  • Media planner

Related Employment Settings to Explore

  • Advertising agency
  • Consulting firm
  • Corporate marketing department
  • Entertainment company
  • Financial service company
  • Government—local, state, federal
  • Health care organization
  • Land-based or online college or university
  • Market research firm
  • Military
  • Nonprofit organization
  • Public relations firm

*These are examples intended to serve as a general guide. Some positions may prefer or even require previous experience, licensure, certifications, and/or other designations along with a degree. Because many factors determine what position an individual may attain, Capella cannot guarantee that a graduate will secure any specific job title, a promotion, salary increase, or other career outcome. We encourage you to research requirements for your job target and career goals.

Other Programs to Explore

Is this program close to what you need, but maybe not a perfect fit? The programs below might be interesting. Check them out to find one that suits your academic and professional goals. 

Ready for the Next Step?

Learning online doesn't mean going it alone. Help is here. From faculty, coaches, advisors, and more. Plus a supportive community of students who are as passionate about their careers as you are about yours.