An Online Marketing Degree That Prepares You for an Exciting Business Career
This online marketing degree is designed to be high impact, giving you the skills you need to position yourself as a top marketer. You'll be prepared to stand out with your understanding in traditional marketing concepts, along with knowledge in digital and emerging methods, data literacy, and customer-focused strategies. WGU’s Bachelor of Science Business Administration in Marketing online degree is an affordable program focused on preparing you for a variety of careers in sales, promotion, and management.
This online marketing degree focuses specifically on the critical skills you need to thrive, including digital marketing, consumer behavior, marketing analytics, sales management, branding, content creation, communication, and more. You'll study and analyze consumer behavior as you learn how to develop strategies for various products and services, preparing you to work on teams in a variety of industries. Getting this marketing degree online will enhance your skills and credentials, ensuring you are prepared for an exciting career path in marketing management, marketing strategy, brand management, event planning, sales, content marketing, digital marketing, and many more areas.
71% of students finish within
WGU lets you move more quickly through material you already know and advance as soon as you're ready. The result: You may finish faster.
Tuition per six-month term is
Tuition charged per term—rather than per credit—helps students control the ultimate cost of their business management degree. Finish faster, pay less!
Average salary increase
B.S. Marketing graduates report an average salary increase of $10,686 after completing their WGU degree.
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COURSES & COMPETENCIES
The online marketing degree program is composed of several industry-relevant courses. Some may be waived through transfer from your previous college experience. Courses are generally completed one at a time instead of simultaneously, and you’ll work with your Program Mentor to build a personalized Degree Plan that keeps you on track.
WGU courses are competency-based which means that once you demonstrate mastery in a specific area, you can move on. This allows you to use your existing knowledge to move through your degree program more quickly.
The Bachelor of Science Business Administration, Marketing program is an all-online degree program. You’ll complete program requirements independently, with instruction and support from WGU faculty. You’ll be expected to complete at least 12 competency units for each 6-month term. Each course is typically three or four units. There’s no limit on the number of units you can complete each term, so the more courses you complete, the quicker you can finish your program.
Marketing Management examines foundational marketing concepts. Marketing is ever-present in our daily lives and this course will help students understand how organizations use marketing activities to create value for their customers. Students will study the strategic marketing planning process and the marketing mix of product, price, place, and promotion. Students will gain knowledge about the market research process and how data are used to inform marketing decisions. Emphasis will be placed on ethical and sustainable marketing practices, along with a focus on service marketing in today’s service economy. This course will provide students with a basic marketing understanding to prepare them for specialized major courses.
Marketing Applications allows students to apply their knowledge of core marketing principles by creating a comprehensive marketing plan. The plan will apply knowledge of the marketing planning process, market analysis, and the marketing mix (product, place, promotion, and price).
Consumer Behavior examines the buying behavior of consumers in the marketplace. Students will gain knowledge of consumer behavior theories and an understanding of how consumer behavior concepts apply to the consumer decision-making process. Students will learn how consumer insights are gained through the exploration of external social and cultural influences such as reference groups, family, and culture, as well as consumer influences such as needs, motivation, personality, and learning. The course also provides an interdisciplinary perspective, including psychology, sociology, anthropology, and economics, to better evaluate and predict consumer behavior.
This course provides students with a knowledge of digital marketing and an introduction to specializations within digital marketing. Foundational knowledge in the areas of content marketing, digital advertising, search engine optimization, social media, web development and analysis, and marketing automation is provided. Students gain a broad overview of digital marketing and an opportunity to explore specific areas of specialization within the field of digital marketing to understand how digital marketing is integrated within a firm’s overall marketing strategy.
Content Marketing examines how organizations create and distribute marketing communications to attract and retain customers. Students will gain knowledge of the content planning process and how content marketing supports brand and organizational goals by learning how to create, distribute, promote, and measure relevant and valuable content. Students will learn content ideation and will write compelling copy that creates relationships with customers to build trust and enhance an organization’s reputation and authority.
Brand Management examines how brands provide value to both consumers and organizations. Brands are a part of a consumer’s everyday life and organization’s strategically plan, measure, and manage brands. In this course, students will apply the strategic brand management process using a customer-based brand equity model. Students will identify how brand strategies are used and how brand associations are leveraged to create a competitive advantage. Brand equity measurement systems are explored, including brand audits and tracking studies that use qualitative and quantitative brand research techniques. Students will construct a brand architecture strategy by identifying brand extension opportunities to develop an appropriate branding strategy in a global marketplace. Reputation-management strategies and crisis management techniques are also taught to assist in preserving and protecting an organization’s brand equity.
This course provides students with knowledge on the sales profession, customer relationship management, and sales management functions. Students gain insights into the sales process, the relationship between sales and marketing, and the responsibilities of sales management within both business-to-consumer (B2C) and business-to-business (B2B) selling environments.
Marketing Strategy and Analytics is the capstone course for the marketing major. The course provides students with the opportunity to demonstrate competencies developed throughout the program by engaging in the design, implementation, and analysis of a marketing strategy. Students are given business scenarios using simulations and case studies to apply critical-thinking and decision-making skills. Students will analyze the business environment and make decisions about market segmentation, buyer behavior, and the marketing mix. Students will demonstrate the relationship between strategy and analytics by using marketing analytics to report marketing campaign results and make recommendations. This course provides students with real-world application to prepare them for the marketing industry.
Business Communication is a survey course of communication skills needed in the business environment. Course content includes writing messages, reports, and résumés and delivering oral presentations. The course emphasizes communication processes, writing skills, message types, and presentation of data. The development of these skills is integrated with the use of technology.
Organizational Behavior and Leadership explores how to lead and manage effectively in diverse business environments. Students are asked to demonstrate the ability to apply organizational leadership theories and management strategies in a series of scenario-based problems.
Quantitative Analysis for Business explores various decision-making models, including expected value models, linear programming models, and inventory models. This course helps student learn to analyze data by using a variety of analytic tools and techniques to make better business decisions. In addition, it covers developing project schedules using the Critical Path Method. Other topics include calculating and evaluating formulas, measures of uncertainty, crash costs, and visual representation of decision-making models using electronic spreadsheets and graphs. This course has no prerequisites.
Operations and Supply Chain Management provides a streamlined introduction to how organizations efficiently produce goods and services, determine supply chain management strategies, and measure performance. Emphasis is placed on integrative topics essential for managers in all disciplines, such as supply chain management, product development, and capacity planning. This course will guide students in analyzing processes, managing quality for both services and products, and measuring performance while creating value along the supply chain in a global environment. Topics include forecasting, product and service design, process design and location analysis, capacity planning, management of quality and quality control, inventory management, scheduling, supply chain management, and performance measurement.
Project Management prepares students to manage projects from start to finish within any organizational structure. The course presents a view into different project management methods and delves into topics such as project profiling and phases, constraints, building the project team, scheduling, and risk. This course helps students grasp the full scope of future projects and apply the proper management approaches to complete a project. This course features practice in each of the project phases as students learn to strategically apply project management tools and techniques to help organizations achieve their goals.
Change Management provides an understanding of change and an overview of successfully managing change using various methods and tools. Emphasizing change theories and various best practices, this course covers how to recognize and implement change using an array of other effective strategies, including those related to innovation and leadership. Other topics include approaches to change, diagnosing and planning for change, implementing change, and sustaining change.
Values-Based Leadership guides students to learn by reflection, design, and scenario planning. Through a combination of theory, reflection, value alignment, and practice, the course helps students examine and understand values-based leadership and explore foundations in creating a culture of care. In this course, students are given the opportunity to identify and define their personal values through an assessment and reflection process. Students then evaluate business cases to practice mapping the influence of values on their own leadership. In this course, students also participate in scenario planning, where they can practice implementing their values in their daily routine (i.e., behaviors) and then in a leadership setting. The course illustrates how values-driven leadership is used in goal setting as well as problem-solving at an organizational level. There are no prerequisites for this course.
Business Management Tasks addresses important concepts needed to effectively manage a business. Topics include understanding the cost-quality relationship, using various types of graphical charts in operations management, managing innovation, and developing strategies for working with individuals and groups.
The Introduction to Spreadsheets course will help students become proficient in using spreadsheets to analyze business problems. Students will demonstrate competency in spreadsheet development and analysis for business applications (e.g., using essential spreadsheet functions, formulas, tables, charts, etc.). Introduction to Spreadsheets has no prerequisites.
This course provides an introduction to the management of human resources, the function within an organization that focuses on recruitment, management, and direction for the people who work in the organization. Students will be introduced to topics such as strategic workforce planning and employment; compensation and benefits; training and development; employee and labor relations; and occupational health, safety, and security.
Compensation and Benefits develops competence in the design and implementation of compensation and benefits systems in an organization. The total rewards perspective integrates tangible rewards (e.g., salary, bonuses) with employee benefits (e.g., health insurance, retirement plan) and intangible rewards (e.g., location, work environment). This perspective allows students to use all forms of rewards fairly and effectively to enable job satisfaction and organizational performance. There are no prerequisites.
This introductory course provides students with an overview of the field of business and a basic understanding of how management, organizational structure, communication, and leadership styles affect the business environment. It also introduces them to some of the power skills that help make successful business professionals, including time management, problem solving, emotional intelligence and innovation; while also teaching them the importance of ethics. This course gives students an opportunity to begin to explore their own strengths and passions in relation to the field while also acclimating them to the online competency-based environment.
Principles of Financial and Managerial Accounting provides students with an introduction to the discipline of accounting and its context within the business environment. In this course, students will learn to differentiate between financial, cost, and managerial accounting and where these accounting types fit into the business environment. This course will help students gain a fundamental knowledge of the budgeting process, how to analyze basic financial statements, and how to use spreadsheets to analyze data. This course provides students with a business generalist overview of the field of accounting and acts as a preview course for the accounting major.
This course provides students with an introductory look at the discipline of finance and its context within the business environment. Students gain the knowledge to differentiate between personal and business finance and how they may overlap in a business environment. Students also gain a fundamental knowledge of financial forecasting and budgeting, statement analysis, and decision making. This course provides the student a business generalist overview of the field of finance and builds on previous acquired competencies related to using spreadsheets.
Concepts in Marketing, Sales, and Customer Contact introduces students to the discipline of marketing and its role within the strategic and operational environments of a business. This course covers fundamental knowledge in the area of marketing planning, including the marketing mix, while also describing basic concepts of brand management, digital marketing, customer relationship management, and personal selling and negotiating. All of this helps students identify the role of marketing within an organization. This course provides students with a business generalist overview of the field of marketing and an exploration of the marketing major.
Principles of Economics provides students with the knowledge they need to be successful managers, including basic economic theories related to markets and how markets function. This course starts by defining economics, differentiating between microeconomics and macroeconomics, and explaining the fundamental economic principles of each. It then looks at microeconomics and how it is used to make business and public policy decisions, including the principles of supply, demand, and elasticity, market efficiency, cost of production, and different market structures. The course finishes by looking at macroeconomics and how it is used to make business and public policy decisions, including measurement of macroeconomic variables, aggregate supply and demand, the concepts of an open economy, and how trade policies influence domestic and international markets.
Business Environment Applications 1 provides students with a generalist overview of the business environment and a deeper look at a number of topics that make up the non-discipline areas of business which are required for a business person to be successful within any business environment. The first part of the course focuses on knowledge about organizations and how people operate within organizations, including the areas of organizational theory, structure, and effectiveness. The course then looks at business from a legal perspective with an overview of the legal environment of business. The course will prepare the student to consider specific legal situations and to make legal and ethical decisions related to those situations.
Managing in a Global Business Environment provides students with a generalist overview of business from a global perspective, while also developing basic skills and knowledge to help them make strategic decisions, communicate, and develop personal relationships in a global environment. Business today is by its very nature a global environment, and individuals working in business will experience the global nature of business as they progress through their careers. This course builds on previously acquired competencies by providing an overview of U.S. federal laws in relation to doing business in a global environment.
This course covers an important part of being a business professional: the knowledge and skills used in building and implementing business strategy. The course helps students build on previously acquired competencies in the areas of management, innovative thinking, and risk management while introducing them to the concepts and theories underpinning business strategy as a general business perspective. The course will help students gain skills in analyzing different business environments and in using quantitative literacy and data analysis in business strategy development and implementation. This course helps to provide students with a generalist overview of the area of business strategy.
Emotional and Cultural Intelligence focuses on key personal awareness skills that businesses request when hiring personnel. Key among those abilities is communication. Students will increase their skills in written, verbal, and nonverbal communication skills. The course then looks at three areas of personal awareness including emotional intelligence (EI), cultural awareness, and ethical self-awareness – building on previously acquired competencies and adding new ones. This course helps start students on a road of self-discovery, cultivating awareness to improve both as a business professional and personally.
Principles of Management provides students with an introductory look at the discipline of management and its context within the business environment. Students of this course build on previously mastered competencies by taking a more in-depth look at management as a discipline and how it differs from leadership while further exploring the importance of communication within business. This course provides students with a business generalist overview in the areas of strategic decision-making and operational planning, managerial budgeting, change management, human capital management, staff development, and conflict management.
This course ties together all the skills and knowledge covered in the business courses and allows the student to prove their mastery of the competencies by applying them in a simulated business environment. This course will help take the student's knowledge and skills from the theoretical to applicable.
Applied Probability and Statistics is designed to help students develop competence in the fundamental concepts of basic statistics including: introductory algebra and graphing; descriptive statistics; regression and correlation; and probability. Statistical data and probability are often used in everyday life, science, business, information technology, and educational settings to make informed decisions about the validity of studies and the effect of data on decisions. This course discusses what constitutes sound research design and how to appropriately model phenomena using statistical data. Additionally, the content covers simple probability calculations, based on events that occur in the business and IT industries. No prerequisites are required for this course.
English Composition I introduces candidates to the types of writing and thinking that are valued in college and beyond. Candidates will practice writing in several genres with emphasis placed on writing and revising academic arguments. Instruction and exercises in grammar, mechanics, research documentation, and style are paired with each module so that writers can practice these skills as necessary. Composition I is a foundational course designed to help candidates prepare for success at the college level. There are no prerequisites for English Composition I.
This introductory communication course allows candidates to become familiar with the fundamental communication theories and practices necessary to engage in healthy professional and personal relationships. Candidates will survey human communication on multiple levels and critically apply the theoretical grounding of the course to interpersonal, intercultural, small group, and public presentational contexts. The course also encourages candidates to consider the influence of language, perception, culture, and media on their daily communicative interactions. In addition to theory, candidates will engage in the application of effective communication skills through systematically preparing and delivering an oral presentation. By practicing these fundamental skills in human communication, candidates become more competent communicators as they develop more flexible, useful, and discriminatory communicative practices in a variety of contexts. Note: There are references within this video to Taskstream. If Taskstream is not part of your student experience, please disregard, and locate your task(s) within your course.
Reasoning and Problem Solving helps candidates internalize a systematic process for exploring issues that takes them beyond an unexamined point of view and encourages them to become more self-aware thinkers by applying principles of problem identification and clarification, planning and information gathering, identifying assumptions and values, analyzing and interpreting information and data, reaching well-founded conclusions, and identifying the role of critical thinking in disciplines and professions.
English Composition II introduces candidates to the types of research and writing that are valued in college and beyond. Candidates will practice writing, with emphasis placed on research, writing, and revising an academic argument. Instruction and exercises in grammar, mechanics, research documentation, and style are paired with each module so that writers can practice these skills as necessary. Composition II is a foundational course designed to help candidates prepare for success at the college level. Composition I is the prerequisite for Composition II.
Applied Algebra is designed to help you develop competence in working with functions, the algebra of functions, and using some applied properties of functions. You will start learning about how we can apply different kinds of functions to relevant, real-life examples. From there, the algebra of several families of functions will be explored, including linear, polynomial, exponential, and logistic functions. You will also learn about relevant, applicable mathematical properties of each family of functions, including rate of change, concavity, maximizing/minimizing, and asymptotes. These properties will be used to solve problems related to your major and make sense of everyday living problems. Students should complete Applied Probability and Statistics or its equivalent prior to engaging in Applied Algebra.
This course teaches students to think like sociologists, or, in other words, to see and understand the hidden rules, or norms, by which people live, and how they free or restrain behavior. Students will learn about socializing institutions, such as schools and families, as well as workplace organizations and governments. Participants will also learn how people deviate from the rules by challenging norms and how such behavior may result in social change, either on a large scale or within small groups.
This course provides students with an overview of the basic principles and unifying ideas of the physical sciences: physics, chemistry, and earth sciences. Course materials focus on scientific reasoning and practical, everyday applications of physical science concepts to help students integrate conceptual knowledge with practical skills.
This introductory humanities course allows candidates to practice essential writing, communication, and critical thinking skills necessary to engage in civic and professional interactions as mature, informed adults. Whether through studying literature, visual and performing arts, or philosophy, all humanities courses stress the need to form reasoned, analytical, and articulate responses to cultural and creative works. Studying a wide variety of creative works allows candidates to more effectively enter the global community with a broad and enlightened perspective.
This course presents a broad and thematic survey of U.S. history from European colonization to the mid-twentieth century. Students will explore how historical events and major themes in American history have affected a diverse population.
Program consists of 41 courses
At WGU, we design our curriculum to be timely, relevant, and practical—all to ensure your degree is proof you really know your stuff.
Special requirements for this program
WGU’s B.S.B.A. Marketing degree program includes a capstone experience that challenges you to design, implement, and analyze a marketing campaign. You will be given business scenarios using simulations and case studies to apply critical-thinking and decision-making skills. You will analyze the business environment and make decisions about market segmentation, buyer behavior, and the marketing mix. You will then use marketing analytics to report marketing campaign results and make recommendations. You will complete this final assignment using knowledge gained through your studies at WGU.
A degree can dramatically impact your earning potential. After graduation WGU marketing students report earning $10,686 more per year.
On Your Schedule
Competency-based education means you can move as quickly through your degree as you can master the material. You don't have to log in to classes at a certain time—you are truly in the driver's seat of your education
The marketing bachelor's degree at WGU is 100% online, which means it works wherever you are. You can do your coursework at night after working at your full-time job, on weekends, while you're traveling the world or on vacation—it's entirely up to you.
One important measure of a degree’s value is the reputation of the university where it was earned. When employers, industry leaders, and academic experts hold your alma mater in high esteem, you reap the benefits of that respect. WGU is a pioneer in reinventing higher education for the 21st century, and our quality has been recognized.
COST & TIME
An Online Marketing Degree That's Affordable
By charging per term rather than per credit—and empowering students to accelerate through material they know well or learn quickly—WGU helps students control the ultimate cost of their degrees. The faster you complete your program, the less you pay for your degree.
A Marketing Degree Within Reach
There is help available to make paying for school possible for you:
What Makes Us Different: A Marketing Degree Designed to Fit Today’s Busy Lifestyles
Competency-based education puts working, busy, adult students in the driver’s seat of their education. At most other schools—including other online programs—you move through the curriculum at a set pace, driven by semesters and hours in class. At WGU, your progress is driven by your ability to prove what you know, so you have the ability to speed up your progress and graduate sooner. Once you’ve mastered the defined competencies (knowledge and skills), you prove what you know through tests, papers, projects, or other assessments.
Success in Business Starts With a College Degree in Marketing
What can you do with a marketing degree? Marketing is a lucrative, exciting, and always changing profession. This online bachelor's degree prepares you to be a marketer that will impact your organization, the industry, and your entire community. You will have the skills you need to create positive change in important ways. This marketing bachelor's degree program will help you enhance your communication skills and marketing perception, preparing you for a wide variety of valuable careers.
A successful career in marketing requires an up-to-date understanding of how to position a product or service to consumers and build a brand’s image. It’s a field that requires creative thinking and good communication skills. WGU’s online Bachelor of Science Business Administration in Marketing is designed to teach you how to develop a brand that will succeed in a competitive marketplace.
Return on Your Investment
Develop a Strategy for Your Marketing Career
Our over 2,000 B.S. Business Administration – Marketing alumni have great jobs and satisfying careers:
- Marketing Manager
- Content Marketing Specialist
- Social Media Manager
- Marketing Analyst
- Brand Manager
- Sales Manager
- Marketing Analytics
- Marketing Strategy
- Project Management
- Global Marketing
- Brand Management
- Brand Management
- Product Management
- Digital Marketing
- Social Media Marketing
- Email Marketing
WGU Grads Hold Positions With Top Employers
Admissions Requirements - Marketing
For undergraduate business programs, there are currently no additional admission requirements beyond the general admission requirements.
NOTE: Students will not have the option or ability to waive or remove transfer credit in order to earn a certificate. Their coursework is counted towards their degree, but they will not earn the certificate if they have brought in more than 50% of the transfer credit for that intended certificate.
NOTE: You do not need to take the ACT or SAT to be admitted to this program. Learn why we don't require these tests.
Get Your Enrollment Checklist
Download your step-by-step guide to enrollment.
Get Your Questions Answered
Talk to an WGU Enrollment Counselor.
WGU Certificates in Marketing
The marketing degree program allows students to earn valuable credentials on their path to a degree, including the marketing, strategic thinking and innovation, and leadership certificates. These certificates allow you to demonstrate mastery and add credentials to your résumé before you even graduate with your degree.
Frequently Asked Questions about Marketing
- General Marketing Program Questions
- Earning your Marketing Degree Online
Marketers do all kinds of work to help drive customers to their product, and there are many career paths within the marketing field. These can include a focus on many of the areas within digital marketing including—paid advertisements, content marketing, search engine optimization (SEO), website development and analysis, social media campaigns, and email marketing. Other areas of marketing can focus on maintaining customer relationships with career paths in sales, business development, account management, and sales management. Marketers can also have career paths in public relations, event planning, sales promotions and advertising, market research, and brand management. Marketers can focus on business-to-consumer or business-to-business relationships.
There is not one major that is better than another—it all depends on what you want! There are many different skills you will learn in a marketing degree program versus a management degree program. A marketing degree program focuses on the activities to drive demand for products and services. These activities include understanding the customer and how marketing strategies are used to create brands and customer relationships. In a management degree you’ll focus on the administration of the organization through its people, process, and leadership. While marketing and management apply to many types of industries, for-profit, non-profit, and government, marketing focuses on creating customer value, and management focuses on the internal organizational activities.
If you’re looking to pursue a career in marketing, a bachelor’s degree in marketing is a great option. A bachelor’s degree in marketing will help you learn about business fundamentals, traditional and digital marketing, marketing strategy, social media, brand management, sales management, problem-solving, sales forecasting, and service marketing.
For a traditional bachelor's degree program you should expect it will take you 4 years to complete. However, some online colleges like WGU will allow you to move faster. At WGU, most students finish their marketing degree within 36 months.
A marketing degree will typically fall under a business college. Because marketing is a critical function of every business that aligns directly with the sales techniques and overall budgets of an organization, most marketing degrees are part of a business program.
If you have a marketing degree you can likely get a job in any industry. All kinds of businesses and organizations rely on marketing professionals to help them reach their audience. There are many career paths for professionals who have a marketing degree, including:
- Marketing specialist
- Marketing manager
- Advertising manager
- Public relations manager
Absolutely. A traditional or online marketing degree can help you gain key skills and credentials that will ensure you're ready for your career. A good traditional or online program will teach you about traditional marketing techniques, email marketing, digital marketing, social media, brand strategy, content, sales, and more. A degree can help you boost your earning potential and be qualified for jobs.
You have the potential to earn three certificates as you complete the marketing degree. Certificates are a group of courses related to a set of knowledge that are awarded when competency is demonstrated. Within the marketing degree, and in addition to earning a bachelor’s degree, you’ll can earn certificates in strategic thinking and innovation, leadership, and marketing. These certificates provide a group of courses that will compliment your marketing career with an understanding of how strategic thinking, innovation, and leadership enhance your marketing activities. Certificates can be marketed to employers when they are earned and enhance professional reputation and marketability, providing you a competitive advantage in the job market.
Yes! There are many options available that allow students to pursue a marketing degree online. Research business programs to find the right option as far as program length, courses, and career outcomes. Your program should prepare you with a variety of skills such as digital marketing, sales management, brand strategy, and more.
A traditional bachelor's degree in marketing will take 4 years to complete. However, there are many online marketing degree options that may allow you to accelerate and finish your degree much faster. For example, at WGU you may be able to finish your degree in just 3 years.
WGU’s marketing degree is a complete program that prepares students for a career in marketing. You will gain knowledge in traditional marketing concepts, along with knowledge in digital marketing, data literacy, and customer-focused strategies. Throughout the marketing degree you will have the opportunity to develop a professional portfolio to show employers your marketing skills. You will write a marketing plan, create a consumer persona, write a brand strategy and a brand crisis management plan, create a content asset by writing a blog post, and prepare presentations that include making marketing campaign recommendations. You will gain real-world application throughout your marketing courses that is directly applicable to a career in marketing. You will get to “do” marketing throughout the WGU marketing degree to enhance your own marketability!
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