Hodges University

Bachelor of Science in Marketing and Branding

The Bachelor of Science degree in Marketing and Branding is designed for individuals seeking professional careers in marketing and branding. The curriculum is designed to give students a strong foundation in applied and theoretical knowledge of core marketing activities, the ability to plan, develop, and market new brands, as well as a firm foundation in liberal arts. Students may choose an emphasis in retail and product merchandising, building value and a competitive advantage, or both. Upon successful completion of the program, students will also have acquired skills in decision making, problem solving, management, and strategic marketing planning. Students must complete the comprehensive exam in order to graduate.

Online and Accelerated
The Bachelor of Science in Marketing and Branding program is offered online in an accelerated 7½ week term format.

Marketing and Branding Students Learn: 


  • Market Research 
  • Strategic Retail Merchandising
  • Supply Chain Management
  • Public Relations
  • E-Commerce
  • Social Media Marketing
  • Advertising

Why Marketing and Branding?

Is a Degree in Marketing and Branding Right for Me?

A marketing and branding degree develops the skills needed to be successful in almost every sector of business. Many students obtain a marketing and branding degree to help advance their careers. A Bachelor of Science in Marketing and Branding will provide the fundamental knowledge in marketing and branding along with developing analytical, decision-making, communication and negotiation skills necessary in today’s business world. Your degree from Hodges University will teach you market research, internet, e-commerce and social media marketing, product quality management, strategic retail merchandising, supply chain management as well as key elements of advertising and public relations. In addition, buyer and consumer behavior is studied using a behavioral approach used by consumer and organizational buyers.

A Bachelor of Science in Marketing and Branding may be a good fit for you if:

  • You are seeking to advance your career in either retail or brand marketing.
  • You want to understand consumer and buyer behavior.
  • You want to learn how social and media marketing plays an important role in any business.
  • You wish to learn about quality management and supply chain management.
  • You wish to open your own business.
  • You wish to promote and advertise your own business.


What is the Marketing and Branding Career Outlook?

According to the Bureau of Labor Statistics, employment of advertising, promotions, and marketing managers is projected to grow 12 percent from 2012 to 2022, about as fast as the average for all occupations. Advertising, promotions, and marketing will continue to be essential for organizations as they seek to maintain and expand their share of the market.*

Marketing and Branding Careers

  • Marketing Manager
  • Product Manager
  • Account Marketing Manager
  • Retail Supply Management
  • Retail Marketing Manager
  • Brand Manager
  • Product Quality Management
  • Market Researcher
  • Integrated Marketing Communications Specialist
  • Green Marketer
  • Advertising & Promotions Specialist
  • Buyer and Purchasing Agent
  • Internet, E-Commerce, and Social Media Marketing

*Source: http://www.bls.gov/ooh/management/advertising-promotions-and-marketing-managers.htm 2-25-2014


What Will I Learn?

You may enter the Bachelor of Science in Marketing and Branding program during any semester. A full time student, enrolled in 12 semester hour credits per term, or typically 3 courses, can complete this program in approximately 3 years.

Hover over the course names below to view course descriptions.

Area I.

General Business and Marketing Component

Semester Hour Credit

GEB1012 Introduction to Business

GEB1012- Introduction to Business - 4 Credits

A survey course in the principles of business as practiced in the market system economy. Topics include introductory studies in marketing, economics, human resources, forms of business ownership, global dimensions, organizational structure, management, business ethics, and financial terminology.

ECO2013 Macroeconomics

ECO2013 - Macroeconomics - 4 Credits

A basic study of economics and cultural changes with research into the economics system; its development by free competition under the capitalistic system; the nature and evolution of money; the banking system; the laws of supply and demand; public production control.

Prerequisites: GEB1012, MAC1132

ECO2032 Microeconomics

ECO2032 - Microeconomics - 4 Credits

This course includes a study of the tools for economics analysis, the market system price theory, theory of the firm, and theories of production and distribution.

Prerequisite: ECO2013

ACG2001 Principles of Accounting I

ACG2001 - Principles of Accounting I - 4 Credits

This introductory financial accounting course is the first of a two course sequence dealing with the information needs of a variety of stakeholders. Topics include the accounting cycle and bookkeeping process, assets, liabilities, owner’s equity, income measurement, cash flow analysis and fundamental financial statements. Specific emphasis is on the sole proprietorship and partnership entities.

Prerequisite: MAC1132 or permission of the Faculty/Program Advisor, Program Chair, and Dean

ACG2021 Principles of Accounting II

ACG2021 - Principles of Accounting II - 4 Credits

The second introductory financial accounting course continues coverage of accounting concepts as they relate primarily to corporations. In addition, a significant portion of the course focuses on managerial accounting concepts. Topics covered include corporate equity accounting, investments, financial statement analysis, break-even analysis, cost accounting models, performance measures, and budgeting.

Prerequisite: ACG2001

FIN3403 Principles of Finance

FIN3403 - Principles of Finance - 4 Credits

Development of the financial management of business enterprises, focusing on financial analysis, working capital management, short and long term financing, capital budgeting, and the cost of capital.

Prerequisites: ACG2001, ACG2021 or permission of the Faculty/Program Advisor, Program Chair, and Dean.

FIN 3000 Personal Finance

FIN 3000 - Personal Finance - 4 Credits

A study of personal financial management including income, budgeting, consumer credit, real estate, stock investments, mutual funds, insurance and taxes.

Prerequisite: MAC1132 or permission of the Faculty/Program Advisor, Program Chair, and Dean.

BUL3111 Business Law I

BUL3111 - Business Law I - 4 Credits

This course examines the history and development of the American legal system and the laws relevant to general business operations. These areas include, but are not limited to, an overview of torts, criminal law, contract, and sales law.

Prerequisites: GEB1012, ENG1101.

MAN2010 Principles of Management

MAN2010 - Principles of Management - 4 Credits

A study of management processes, resources and various organizational structures. Special emphasis is placed on human resources, leadership styles, and motivational practices.

Prerequisite: GEB1012.

MKT2014 Principles of Marketing

MKT2014 - Principles of Marketing - 4 Credits

A survey course of the marketing of goods and services within the economy. This course covers both the consumer and managerial viewpoints and clarifies the role of marketing within a free enterprise system.

Prerequisite: GEB1012.

MKT3010 Consumer Behavior

MKT3010 - Consumer Behavior - 4 Credits

This course provides a foundation for understanding the behavior of people as consumers. Students explore the basic methods and techniques necessary to analyze and interpret consumer behavior in various market places. Topics covered include perceptions, attitudes, values, consumer information processing, consumer decision-making, persuasion, and customer satisfaction.

Prerequisite: MKT2014

MKT3014 Internet, E-Commerce, and Social Media Marketing

MKT3014 - Internet, E-Commerce, and Social Media Marketing - 4 Credits

This course examines many aspects of integrated marketing communications of goods and services using the internet as a tool for marketing communication, sales and distribution, customer management, and branding.

Prerequisite: MKT2014.

MKT3200 Marketing Research

MKT3200 - Marketing Research - 4 Credits

Research is the process of collecting and analyzing data in order to assist in the marketing and managerial decision-making process. This course provides tools necessary in the marketing research process including design, collection, analysis, interpretation, and reporting of marketing research data relevant to a firm’s current and future goals.

Prerequisites: MKT2014, MKT3014.

MKT4156 International Marketing

MKT4156 - International Marketing - 4 Credits

Course of study in the variations in foreign marketing strategies and policies as compared to domestic practices.

Prerequisites: MKT2014, MKT3014.

MKT4895 Marketing and Branding Capstone Project

MKT4895 - Marketing and Branding Capstone Project - 4 Credits

This course is the capstone course for the Bachelor of Science in Marketing and Branding Program. Its main focus is for students to demonstrate they have achieved the goals for learning established by Hodges University and the Marketing Department. The student will demonstrate and apply his or her knowledge, skills, abilities, and theoretical concepts developed throughout the Program to a project which serves as an instrument of evaluation.

Prerequisite: 28 semester hours of marketing and branding courses.


Total Business and Marketing Component

Area II.

Liberal Arts Component

CAP1000 Computer Applications

CAP1000 - Computer Applications- 4 Credits

This course helps students develop the knowledge and skills necessary to be able to use a computer effectively as a tool for productivity, communication, collaboration and problem-solving. The course coverage includes: knowledge of computer operations and file management, the use of email, navigating the Internet to search for information and resources, online safety, security and privacy, as well as the ability to use the current Microsoft Office suite including Word, Excel, PowerPoint and Access at a level of basic proficiency.

IDS1002 Foundations for College Success

IDS1002 - Foundations for College Success- 2 Credits

The Foundations for College Success course is a two credit course designed specifically for first year students and new students who do not have a minimum of 60 transferrable credit hours or an Associate’s degree. The purpose of this course is to help new students make a successful transition to Hodges University in the academic, social, professional and personal realms. This course aims to foster a sense of belonging, to promote engagement in the life of the university, to explain the expectations of the University and its faculty, help students develop and apply critical thinking skills, as well as assisting students in the ongoing process of clarifying their purpose, meaning, and direction.

ENG1101 English Composition

ENG1101 - English Composition- 4 Credits

This course is designed to encourage students to evaluate their own writing practices, learn strategies to make their writing more effective, and then apply their understanding to expository and research writing. Students must pass this course with a grade of C or better.

Prerequisite: A score of 60 or better, or its equivalent on the language skills section of the CPAt test, a score of 65 or better on the language section of the COMPASS test, a score of 48 or better on the language section of the Online Entrance test, or ENG0991 and/or ENG0992 with at least a grade of C.

PSY11012 Strategic Thinking

PSY1102 - Strategic Thinking - 2 Credits

This course focusses on the process by which attitudes are developed, evaluated, and changed. Students will focus on applying critical thinking skills to understand current issues, belief systems and ethical positions.

POS2050 American National Government

POS2050 - American National Government- 4 Credits

The purpose of this course is to survey the organization, structure and function of the three branches and levels of government in the United States. The course will trace the evolution of the American governmental system including the institutions and processes that are in place to govern the United States of America.

MAC1132 College Mathematics

MAC1132 - College Mathematics- 4 Credits

This course will provide the student with a firm understanding of college level mathematics as it relates to the contemporary world. Topics include critical thinking, set theory, logic, number systems, and an introduction to probability. Other topics include an introduction to Algebra and Geometry, solving linear equations, ratios, proportions, variation, percents and interest, measurement, and the metric system. Modern applications are emphasized with the above topics. All students must earn a C or better in this course.

Prerequisite: A score of 60 or better, or its equivalent on the mathematics section of the CPAt test, a score of a 50 or better on the mathematics section of the COMPASS Test, a score of a 18 or better on the mathematics section of the Online Entrance Test, or a grade of C or better in MAT0998

COM3015 Professional Communication

COM3015 - Professional Communication - 4 Credits

This course provides students with methods of subject development, research, and organization for oral presentation of information. Emphasis is placed on the practical application of skills in a professional setting. Students are required to use presentation software.

Prerequisite: ENG1101 or permission of the Dean of Liberal Arts

PHI3601/3301 Ethics or Philosophy

PHI3301 - Philosophy - 4 Credits

This course acquaints the student with the most significant directions of philosophical thought to the end that the student may have the ability to formulate questions, arrive at reasonable answers, and evaluate those of others.

Prerequisite: ENG1101 and 30 semester hours

PHI3601 - Ethics - 4 Credits

Ethics is a branch of philosophy that explores both the theory and application of virtues and vices in all areas of our lives. The course investigates current issues and events in the light of various moral principles that justify, clarify, explain, and direct our actions and attitudes.

Prerequisite: ENG1101 and 30 semester hours


Total Liberal Arts Component

Area III.

Approved Elective/Emphasis Component (Select One Emphasis)

Students must select an Emphasis in Retail and Product Merchandising or Building Value and Competitive Advantage. The additional 16 credits taken under the Approved Elective Component may be granted through either advanced standing credit (transfer credits) or classes taken at Hodges University as approved in consultation with the Faculty/Program Advisor, Program Chair, and Dean.

Retail and Product Merchandising Emphasis

MKT4410 Product Quality Management

MKT4410 - Product Quality Management- 4 Credits

This course examines the key areas of quality management in the retail environment. It provides an overview of the quality management process and focuses on control processes including quality planning, quality control, quality assurance, and quality improvement.

Prerequisites: MKT2014, MKT3014.

MKT4420 Retail Supply Chain Management

MKT4420 - Retail Supply Chain Management - 4 Credits

This course provides an overview of the theories, and application of supply chain management. It includes topics such as the supply chain operations of planning, sourcing materials, production, inventory management, outsourcing, and quality matters.

Prerequisites: MKT2014, MKT3014.

MKT4430 Global Sourcing and Buying

MKT4430 - Global Sourcing and Buying- 4 Credits

This course focuses on the procurement and management of services and/or products from outside of the firms and focuses on the advantages and barriers of international sourcing. Topics covered including the bidding and vendor selection process, sourcing relationships, and the nuances inherent in international sourcing relationships.

Prerequisites: MKT2014, MKT3014.

MKT4440 Strategic Retail Merchandise Planning and Marketing

MKT4440 - Strategic Retail Merchandise Planning and Marketing - 4 Credits

This course focuses on managing the challenges of the highly competitive retail business environment and planning and preparing successful strategic plans. Topics include aspects of the strategic planning process as applied to retail merchandising and marketing.

Prerequisites: MKT2014, MKT3014.


Building Value and Competitive Advantage Emphasis

MKT4510 Building Powerful Brands

MKT4510 - Building Powerful Brands - 4 Credits

This course covers the elements necessary to create and sustain powerful, recognizable brands. Strategies and tactics are examined for building, leveraging, defending, and sustaining strong, equitable brands.

Prerequisites: MKT2014, MKT3014.

MKT4520 Business to Business Marketing

MKT4520 - Business to Business Marketing - 4 Credits

This course focuses on marketing as one business selling goods, services, or information to another and focuses on the processes by which businesses utilize multi-layered strategies such as web communications, email, media campaigns, and relationship management for the purpose of converting targeted business prospects into customers.

Prerequisites: MKT2014, MKT3014.

MKT4997 Marketing Strategies

MKT4997 - Marketing Strategies - 4 Credits

This course focuses on building the strategic marketing skills necessary to compete in the global economy by using a variety of analytical frameworks to understand how companies formulate strategy, make strategic decisions, and implement strategy as it refers to the development of overall, effective marketing strategy

Prerequisite: MKT2014, MKT3014.

MKT4530 Advertising and Promotion

MKT4530 - Advertising and Promotion - 4 Credits

This course examines concepts of advertising and promotion used to create an integrated marketing communications strategy which takes advantage of the changing media environment. It includes advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling.

Prerequisite: MKT2014, MKT3014.


Total Approved Elective/Emphasis Component

Total Semester Hours for Graduation Requirement



How is Hodges Marketing and Branding Program Different?

Our Cutting Edge Curriculum

The courses in the Marketing and Branding program are contemporary and designed to offer students real-world, applied knowledge in their field of study.

Our Faculty

Our courses are taught by eminently qualified professors with extensive real world experience. Johnson School of Business professors are very sensitive to the needs of traditional students and adult learners and provide a learning environment that both excites and motivates students to succeed. Faculty and staff are available to students through a variety of communication mediums; including regular, in-person office hour meetings, phone, email, and Blackboard virtual office.

Our Experience

Branding and Marketing faculty in our Johnson School of Business are highly experienced and qualified in their field of expertise. This real-world, applied knowledge is an invaluable resource for students studying to begin or advance their careers.


You can obtain your Bachelor of Marketing and Branding degree online in an accelerated format.

More Information

For more information about our program or Hodges policies and procedures review our Student Handbook and our Current Catalog.


What Will the Program Cost?

Hodges University tuition continues to be one of the lowest among private institutions in the state of Florida. Basic tuition for all undergraduate credit hour courses is $530.00 per credit hour.

Additional fees may apply. Books and supplies are not included in tuition. For a complete schedule of Tuition and Fees, see the current Catalog or Graduate Bulletin.

Rewards Plan

Full time undergraduate students can take advantage of our Rewards Plan. Take an additional course at no extra cost and save up to 25% on undergraduate tuition.

Prospective students should contact Admissions at 844-HODGESU or admit@hodges.edu for more information. Current students should contact the Registrar's Office at 239-938-7818 or registrar@hodges.edu for more information.

How Does Hodges Help?

Hodges University holds several fundraising events every year that benefit institutional scholarship funds. We also directly contribute an average of approximately two million dollars per year in loan offsetting funds to assist student's in achieving their educational goals. Remember that tuition may be reduced by scholarships and grants and financial aid is available.

" Hodges gave me the inspiration and the skills to create a solid business plan. One day I’m learning it, the next day I’m living it."- Johnson School of Business Graduate

Net Price Calculator

Use the net price calculator to estimate net price* information.

*Net price is defined as estimated cost of attendance — including tuition and required fees, books and supplies, room and board (meals), and other related expenses — minus estimated grant and scholarship aid to current and prospective students and their families based on what similar students paid in a previous year.

Apply Now!

Get Started Today and Apply Now!

Complete an Application

Need More Information?

You may also contact us to speak to an admissions coordinator who will guide you through the application and admissions process. To speak to an admissions coordinator call us at 1-800-466-8017 (Naples), 1-800-466-0019 (FM), use our contact form, email admit@hodges.edu or schedule a one-on-one visit to tour one of our campuses.

Your Admissions Coordinator will:

  • Help you complete the application in its entirety.
  • Help you obtain necessary transcripts.
  • Schedule your admissions test (if necessary).
  • Coordinate the Financial Aid process with a Financial Aid Professional.
  • Refer you to your Academic Advisor for class scheduling.
  • Give you information regarding your orientation.

We look forward to welcoming you to the Hodges family!


From the moment you walk into the door, they are there to help you succeed.

- Tamika Seaton

Bachelor of Science in Management

The Management Program is designed to provide students with a well-rounded background in the management discipline and is delivered in a fast-paced environment.

Hodges University © 2012
Naples Campus: 1-800-466-8017 • Fort Myers Campus: 1-800-466-0019
Web site Powered by ActiveCampus™ Software by Ellucian, Inc.
Site Map     Privacy