Teddy T. and Cecilia M.

Bachelor of Arts in
Management (BAM),

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230K+ Alumni Worldwide


The Bachelor of Arts in Management (BAM) prepares you for a career managing organizations and personnel in global, multicultural settings, covering a variety of industries. Foundational courses provide essential skills and knowledge for building and guiding teams, facilitating work processes, analyzing data, and making better decisions regarding market opportunities, finances, and the business environment.

For maximum flexibility, the program minimizes prerequisites while offering seven different areas of management specialization.

The Marketing specialization explores the concepts and techniques of marketing, sales, and advertising; and how to apply these principles to promotional strategy, decision-making, and analysis. The coursework provides you with the fundamentals for a range of opportunities in the business and marketing fields, including marketing management, marketing research, market analysis, product/brand manager, retailing, sales promotion, and international marketing.

Admission Requirements

In preparation for your Bachelor of Arts in Management studies, you’re required to complete the following courses or equivalents:

  • ECO 203 – Principles of Microeconomics
  • ECO 204 – Principles of Macroeconomics
  • LAW 204 – Legal Aspects of Business I

Course Details

Required Courses

For the Bachelor of Arts in Management degree with a specialization in Marketing, you must complete ten foundational courses and six specialization courses.

Foundational Course Listings

Course Name

An introduction to the roles of managers and the vision, mission, and goals of organizations. This course investigates management theories and explores the four primary functions of managers: planning, organizing, leading, and controlling. You’ll explore issues related to human resource management, organizational structure and behavior, creative problem solving, effective communication, and the management of teams, change, and innovation.

This course is an introduction to contemporary marketing theory and practice in both the local and global marketplace. You’ll examine basic concepts of marketing with an emphasis on market positioning, segmentation, and targeting, as well as product development and distribution.

An examination of concepts for managing the production of goods and the operation of services. This course focuses on managing customer needs through continuous process improvement, cost management, quality management, and reducing waste throughout every process. Additional topics of study include production strategy, product and process design, inventory management, and supply chain management.

An overview of information systems (IS) infrastructure and its utilization in today’s global business environment. The use of technological tools and the role of information systems within organizations will be explored from strategic, tactical, and operational viewpoints. You’ll learn how to choose and utilize information to gain a competitive advantage in industry and the marketplace.

This course introduces upper-division undergraduate students to the accelerating globalization of all business. You’ll explore international business through a series of case studies that illustrate concepts and methods within three broad subject areas: (1) the economic framework of international business, (2) the operating structures of multinational corporations, and (3) a guide for global strategic management.

A survey of the core issues in leadership practice. This course looks at differing theories and styles of collaborative, integrative, organizational leadership. After doing a deep dive into these approaches, you’ll compare and contrast them with more authoritarian or management-by-edit tactics within organizations.

In this course, you’ll study the impact individuals, groups, and structures have on behavior within organizations. The focus is on work-related behavior and how individual and group performance relates to organizational productivity. You’ll explore the development of interpersonal skills and emotional intelligence to achieve greater equity and inclusion. The goal is to help all employees, supervisors, and managers improve their fulfillment and effectiveness.

An overview of the many human resource management activities performed in the modern workplace. Topics of study include human resource planning, job analysis, staffing and recruitment, selection and retention, training and talent development, compensation and benefits, legal aspects, DE&I, performance management, labor relations, ethics, and health and safety.

An exploration of business values and ethics through both a local and international lens. You’ll examine moral philosophies, values, conflict of interests, discrimination, business cultures, and ethical standards with a critical eye. You’ll also study the ethical leadership of people, technology, and sustainability, and how to develop and implement all of these through ethical business programs.

In this capstone management course, you’ll apply strategic principles to the development, organization, financing, and operations of a business enterprise. Coursework will integrate and apply the knowledge and skills gained in previous business and management courses to create an overall competitive strategy.

Required Specialization Courses

Course Name

A study of the dynamics of human behavior and how it relates to the purchase decision. This course provides an in-depth view of the many factors influencing the consumer decision-making process, including personality, social groups, culture, values structure, perception, and learning. Coursework focuses on developing market strategies through lectures, case studies, and field studies.

An introduction to the cultural environment of global markets. You’ll explore cultural dynamics, management styles, and international legal environments while learning to assess global marketing opportunities and develop strategies to capitalize on them.

This course provides an overview of contemporary methods for gathering, analyzing, and preparing market research for marketing decision-making. You’ll focus on defining organizational information needs and designing appropriate research methods to obtain them. Study topics include qualitative and quantitative research methods, secondary research, internal market intelligence systems, and data analysis.

This course surveys the effective advertising techniques used in multiple media (social, TV and video, radio and podcast, digital and print, and billboard) and the strategic methods for allocating ad campaigns.

Specialization Electives

Select two courses from the following:

Course Name

An exploration of the essential principles and techniques of selling and salesmanship. This course focuses on non-manipulative selling, benefits identification, and identifying the right market segment, prospect, and sales plan. You’ll also be introduced to direct selling and exercises designed to enhance the direct selling process.

This course studies the functions and forms of physical distribution. You’ll focus your studies on international distribution strategies for products and services, paying specific attention to direct distribution (from manufacturing to retail), indirect distribution (agents, independent representatives, and VARs), and direct marketing (fulfillment centers).

An exploration of the different strategies and techniques for dealing with three of the most critical audiences for business and marketing information: investors, government agencies, and the general public.

This introduction to digital marketing explores the development, implementation, and measurement of digital-based marketing strategies and tactics. Coursework focuses on search engine optimization (SEO), social media marketing, and online advertising.

This course examines the marketing of services as distinct and separate from product marketing. You’ll study the theory and practice of developing service marketing strategies for segmented populations through added-value and immediate-response campaigns in global markets.

Learning Outcomes

In addition to the academic outcomes for all Bachelor of Arts in Management graduates, students completing the Marketing specialization will learn to:

  • Develop marketing research tools that gather accurate customer data
  • Evaluate global marketing strategies for products and services using different sources of consumer and business behavior
  • Apply marketing concepts and promotional strategies to management decision-making
Program Disclosure

Successful completion and attainment of National University degrees do not lead to automatic or immediate licensure, employment, or certification in any state/country. The University cannot guarantee that any professional organization or business will accept a graduate’s application to sit for any certification, licensure, or related exam for the purpose of professional certification.

Program availability varies by state. Many disciplines, professions, and jobs require disclosure of an individual’s criminal history, and a variety of states require background checks to apply to, or be eligible for, certain certificates, registrations, and licenses. Existence of a criminal history may also subject an individual to denial of an initial application for a certificate, registration, or license and/or result in the revocation or suspension of an existing certificate, registration, or license. Requirements can vary by state, occupation, and/or licensing authority.

NU graduates will be subject to additional requirements on a program, certification/licensure, employment, and state-by-state basis that can include one or more of the following items: internships, practicum experience, additional coursework, exams, tests, drug testing, earning an additional degree, and/or other training/education requirements.

All prospective students are advised to review employment, certification, and/or licensure requirements in their state, and to contact the certification/licensing body of the state and/or country where they intend to obtain certification/licensure to verify that these courses/programs qualify in that state/country, prior to enrolling. Prospective students are also advised to regularly review the state’s/country’s policies and procedures relating to certification/licensure, as those policies are subject to change.

National University degrees do not guarantee employment or salary of any kind. Prospective students are strongly encouraged to review desired job positions to review degrees, education, and/or training required to apply for desired positions. Prospective students should monitor these positions as requirements, salary, and other relevant factors can change over time.