Marketing

The marketing B.S.Bus. is a 120-credit program that combines customer insights, strategic thinking, analytics and experiential learning. Students develop expertise in consumer behavior, marketing research, branding, pricing, sales and marketing management while gaining practical experience applying those concepts to real organizational challenges. Through coursework, client projects, internships and professional engagement, students develop the knowledge and skills needed to create value for customers and organizations.

Explore program courses in the University Catalog

Consumer insights and customer behavior

Successful marketing begins with understanding customers. Through consumer behavior and related coursework, students explore how individuals and organizations make purchasing decisions, what influences consumer preferences and how companies create products, services and experiences that meet customer needs.

Marketing research and strategic decision-making 

Students learn how organizations gather, interpret and use market information to make decisions. Coursework in Marketing Research & Analysis develops skills in data collection, market evaluation, customer analysis and strategic planning that support effective marketing decisions.  

Branding, communications and market growth 

Students learn how organizations communicate value, build brand awareness and strengthen customer relationships. Coursework may include Integrated Marketing Communication, Product Development and Brand Management, Digital Marketing Strategy and Marketing Management. Students explore how brands are positioned, promoted and managed in a competitive marketplace.  

Professional sales and relationship management

Organizations succeed by building strong customer relationships. Students interested in sales and business development can develop expertise through coursework in Sales Management, Advanced Sales Management and Business Negotiations. These experiences strengthen communication, persuasion, negotiation and leadership skills.  

Entrepreneurship and new venture growth

Students who select the entrepreneurship emphasis combine marketing knowledge with innovation and venture creation. Coursework explores how entrepreneurs identify opportunities, understand customer needs, launch new ventures and create value in emerging markets.  

PGA golf management emphasis

Students who select the PGA golf management emphasis combine marketing education with professional preparation in the golf industry. Students develop expertise in marketing, customer service, business operations and leadership while completing PGA requirements and industry internships. Graduates are prepared for careers throughout the golf and hospitality industries.  

Customer-focused business skills

Students develop skills in:

• Consumer behavior analysis
• Marketing strategy
• Brand management
• Digital marketing
• Professional selling
• Business development
• Customer relationship management
• Marketing research
• Market analysis
• Persuasion and presentation
• Data-informed decision-making 

Experiential learning and professional development

Experiential learning is a hallmark of the marketing program, and it is what we mean when we say Experience Vandal Business. Students regularly work on client-based projects with businesses, organizations and community partners. These projects provide opportunities to conduct research, analyze challenges, develop recommendations and present solutions while gaining practical experience before graduation.

Students may also participate in Vandal Solutions, an experiential learning course that connects students with organizations seeking solutions to real business challenges. Through these experiences, students strengthen consulting, communication, teamwork and problem-solving skills while building confidence and professional networks.

Students further develop leadership and career readiness through participation in the Vandal Sales Association. Through networking opportunities, employer engagement, professional development activities and sales competitions, students strengthen communication, relationship-building and professional selling skills while building valuable industry connections. 

Faculty areas of expertise include:

• Integrated marketing communication  
• Marketing analytics and models  
• Social networks and social media  
• Services and retail marketing  
• Customer satisfaction and service recovery  
• Metascience and scientific experimentation  
• Statistical and scientific inference  
• Replication and reproducibility  
• Experimental design 

Vandal Sales Association 

Develop professional selling, networking and leadership skills through one of the college's growing student organizations. Members connect with employers, alumni and industry professionals while strengthening communication, relationship-building and career readiness skills. Students may also participate in sales competitions and professional development events that build confidence, presentation skills and experience in competitive selling environments. 

Vandal Solutions

Apply classroom learning to real business challenges through Vandal Solutions. Students work directly with organizations to analyze opportunities, develop recommendations and deliver solutions while building consulting, communication and problem-solving skills. 

Client-based marketing projects 

Marketing students regularly work with businesses, nonprofits and community organizations on real-world challenges. These hands-on experiences allow students to apply marketing concepts, conduct research and create recommendations that deliver value for clients. 

Internships and industry engagement

Students gain practical experience through internships and professional engagement opportunities that connect classroom learning with industry practice. These experiences help students build professional networks while exploring careers in marketing, sales, branding and business development. 

Idaho Entrepreneurs

Students interested in innovation and venture creation can engage with Idaho Entrepreneurs, the university's student entrepreneurship organization. Through networking events, entrepreneurial programming, guest speakers and pitch competitions, students have opportunities to develop ideas, collaborate with peers and gain feedback from experienced entrepreneurs and business leaders. Whether launching a new venture or exploring innovation within existing organizations, students strengthen customer discovery, value creation and business development skills while developing an entrepreneurial mindset. 

While paying for college can feel overwhelming, University of Idaho is committed to affordability and clarity about tuition and financial aid. Here are a few key resources to help you understand the cost of your degree and explore available financial support:

• Submit your FAFSA: Completing the Free Application for Federal Student Aid (FAFSA) is the first step to accessing federal, state and institutional financial aid.
• Estimate your cost of attendance: Use U of I’s Cost Calculator to estimate tuition and other expenses associated with earning your degree.
• Discover scholarship opportunities: When you apply to University of Idaho, you’re automatically considered for scholarships. Additional awards are available based on your previous experience, background and anticipated program of study.

If you have any questions about financial aid, scholarships or cost, U of I’s experienced financial aid counselors can help you make informed financial decisions and navigate each part of the process. Reach out to our Financial Aid Office for assistance.

Undergraduate applications open each September and admissions are processed on a rolling basis. Qualified students are admitted and considered for scholarships and financial aid as applications are received.

Explore admission requirements and apply on our Admissions website.