Academic Catalog 2026-2027 Edition

Marketing (B.S.)

Lutgert College of BusinessDepartment of Marketing

Website: https://www.fgcu.edu/cob/programs/marketing/mktbs.aspx

The Bachelor of Science (B.S.) in Marketing prepares students for careers in marketing by developing their understanding of the social and economic forces at work in national and global markets. The marketing major focuses on enhancing the knowledge and skills that enable managers to develop and maintain successful relationships with consumers and organizational customers through the planning, implementation, and control of marketing activities. The program emphasizes the use of analytical and environmental analyses to engage in strategic market planning, market segmentation, and competitive positioning. The program also covers the strategic implications of consumer behavior, product development and branding, promotion, pricing, and distribution channels.

Concentrations

  • Business Development and Sales Concentration
  • Digital Marketing Strategy Concentration
  • Marketing Analytics & AI

Program Progression and Additional Graduation Requirements

Degree-seeking students are classified as pre-majors prior to formal transition into a Lutgert College of Business (LCOB) major. As pre-majors, students may enroll in lower division (1000-2999 level) courses to satisfy general education and common prerequisite requirements; lower level electives; and business common core courses, except GEB 4890 Business Strategy, if course prerequisites are met. Pre-majors may not enroll in upper division (3000-4999 level) courses for the major.

Transition from a LCOB pre-major to a major happens following (a) completion of all common prerequisites with a minimum grade of C or higher in each course; and (b) completion of 50 earned credits with a minimum FGCU GPA of 2.0.

For timely degree completion, FTIC (First Time in College) students are expected to complete the following:

  • MAC 1105 College Algebra with minimum grade of B (or relevant accelerated credit or placement exam), ECO 2023 Principles of Microeconomics or ECO 2013 Principles of Macroeconomics with minimum grade of C, one additional common prerequisite, and an overall 2.4 FGCU GPA within one calendar year from admission
  • Four common prerequisites by the end of the third semester (excluding summer) from admission
  • Seven common prerequisites and an overall 2.7 FGCU GPA by the end of the fourth semester (excluding summer) from admission
  • MAR 3023 Introduction to Marketing with minimum grade of C by the end of the fifth semester (excluding summer) from admission
  • FIN 3403 Business Finance with minimum grade of C by the end of the sixth semester (excluding summer) from admission

For timely degree completion, transfer students are expected to complete the following:

  • Seven common prerequisites and an overall 2.7 FGCU GPA by the end of the third semester (excluding summer) from admission
  • MAR 3023 Introduction to Marketing with minimum grade of C by the end of the fourth semester (excluding summer) from admission
  • FIN 3403 Business Finance with minimum grade of C by the end of the fifth semester (excluding summer) from admission

Students should refer to the Degree Map for milestone information. Degree maps for each major can be found at https://www.fgcu.edu/cob/.

In addition to the program requirements, students must:

  • Attempt ACG 2021 Intro. to Financial Acctg. no more than two times. 
  • Earn a grade of C or higher in the common prerequisites, business common core, required courses in the major, and restricted electives/concentration.
  • Complete a minimum of 120 credits.
  • Complete a minimum of 42 of the 120 credits at the upper division (3000-4999 level).
  • Complete the last 30 credits of business courses at FGCU.
  • Complete a minimum of 12 credits of courses in the major at FGCU.
  • Earn a minimum cumulative GPA of 2.0 for all coursework attempted at FGCU.
  • Satisfy the College-Level Skills and foreign language entrance requirements.
  • Satisfy the Service-Learning requirement.
  • Satisfy the Civic Literacy requirement.
  • Complete the standardized business knowledge assessment exam administered during the last semester in GEB 4890 Business Strategy.
  • Complete the summer course enrollment requirement.
  • Submit an Application for Graduation by the deadline listed in the FGCU Academic Calendar.