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

Performance Management (PM) and Supply Chain Management (SCM) require metrics and indicators to measure value, weaknesses and opportunities through business intelligence. Using data to set objectives and measure the internal and external performances through analytics has been a proven method to business success. Business analytics provide a proactive approach to identify and solve problems before it takes place. Data improvement, data quality assessment, data cleansing and normalization, methods and process improvements will be discussed.

New technologies have opened new arenas in prediction and marketing. Subjects of predictive analytics topics and its role in enterprise marketing will be discussed. The course applies predictive analytic tools to derive the organization’s strategic direction. Market and product analysis will be used to illustrate the development process. Results will be drawn from actual predictive analytics applications and interpreted in the context of business impact.

Financial world faces uncertainty that affects the outcome of sound investments. Leaders are utilizing probabilistic analytic models that alleviate ambiguity on making decision for profitable returns. Theories and practical tools focusing on model building; constructing, processing, and presenting probabilistic information will be discussed. Utilization of analytical software to solve problems on axioms of probability, conditioning and probability trees, random variables and distributions expectation.

Every step of online transactions should be considered with security in mind. Accessing the organizations’ data requires operators to apply the proper security and privacy while the data is stored, transmitted accessed and when it is worked on. Work with confidential data involves strong ethical practices to be aware of security breaches and how to mitigate threats.

PrerequisiteECO 203 and ECO 204

A study of the accelerating internationalization of all business, this course introduces upper-division undergraduate students to all facets of international business within three broad subject areas: (1) the economic framework of international business, (2) the operating frameworks of multinational corporations, and (3) a framework for global strategic management. It uses case studies to illustrate concepts and methods.

Examination of core issues in the practice of leadership. Identification of differing theories and styles of collaborative, integrative organizational leadership and comparison to authoritarian or management by edit within the organizational context.

An introduction to the impact that individuals, groups, and structure have on behavior within organizations for the purpose of applying such knowledge toward improving an organizations effectiveness. The course will focus on work-related behavior with an emphasis on individual and group performance as it relates to organizational productivity and processes. A central theme will be the development of “people” skills to help all employees- staff, front-line supervision, and management- improve their effectiveness.

This course provides an overview of the myriad of human resource management activities performed in the workplace. Topics include human resource planning, job analysis, staffing, recruitment, selection, retention, training and talent development, compensation and benefits, legal aspects, DE&I, discipline, performance management, labor relations, ethics, and health and safety.

Exploration of values and ethics in businesses that operate locally and internationally. Moral philosophies, values, conflict of interests, discrimination, business cultures, and ethical standards are critically presented. Ethical leadership of people, technology and sustainability are used in the development and implementation of ethical business programs.

PrerequisiteComplete all “Preparation for the Major” courses and all other courses listed as “Requirements for the Major.”

Application of strategic management principles to develop, organize, finance, and operate a business enterprise. Integrates and applies knowledge and skills gained in other business and management courses to create a 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.