School of Business


Bachelor of Business Administration (B.B.A.)

Cultivating Innovative Leaders for a Sustainable Society

The Marketing program prepares the next generation of marketing professionals with the core essentials of business while also embracing cutting-edge technology to meet the needs of today’s digital landscape. The Marketing curriculum strengthens and guides students’ ability to competitively enter the world of marketing as well as integrate their own unique contributions. By combining business for the real world with creative awareness, we help to develop future leaders who practice business with a conscience.


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Watch: Marketing at Woodbury

Watch Marketing student Alan Martinez talk about Woodbury University’s Marketing program.

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Create Your Future

Marketers are in high demand in industries such as the technology, healthcare, entertainment, luxury, beauty and beyond. Woodbury’s Marketing program helps students gain rich insights into the future of the marketing industry through a combination of core business courses and a well-curated selection of futurist-based courses such as Innovation Think Tank and Strategic Marketing.

Upper division Marketing courses enable students to customize the program to fit their own interests, including such areas of focus as sports & entertainment marketing, luxury brand marketing, retail management, entrepreneurship and sustainable marketing. Graduates of the Marketing program utilize their newly gained knowledge and insight to launch careers as entrepreneurs or in a variety of industries of their choice.

Top reasons to get your degree at Woodbury:

  • AACSB accreditation; insuring the BBA program upholds their responsibility to provide the best business degree available to their students.
  • Tech Driven Curriculum: E-commerce to immersive marketing will be explored.
  • Networking: Our location offers numerous internships and networking opportunities.
  • Small class sizes that enable better faculty/student interaction.
  • Faculty: High-profile teaching scholars and practitioners with impressive track records.
  • Real-world exposure: Great opportunities for networking with potential employers.
  • Diversity: A mind-broadening environment representing many parts of the world.
  • Creativity and entrepreneurship: Our alumni are owners/managers of several businesses with global exposure.
  • Career inspiration: Guest speakers from various professional work settings.
  • Customized program: A portfolio of horizon-expanding electives.
  • Linking practice and theory: Project-based courses allow students to apply their knowledge.
  • Field Study Program within the curriculum

The U.S. Bureau of Labor Statistics projects that there will be a 41% Increase in jobs in marketing & market research by 2020

Woodbury University’s heritage
Founded in 1884 as Woodbury’s Business College, Woodbury is the second oldest institution of higher learning in Los Angeles and one of the oldest business schools west of Chicago.

Why learn marketing?
Because marketing encompasses a broad spectrum of endeavors, from product development to advertising, students can develop their specific interests and talents within the marketing arena and be assured that there is a place for them within the business community. No company is too small or too large not to need marketers. This allows marketing graduates to choose the type and size of organization that suits their personal tastes.

What do marketing students learn?

Marketing courses teach students how to adapt marketing strategies to the ever-evolving world of business. Students learn both the psychology of why people purchase what they do and how to effectively develop, price, distribute, and promote products and services.

Listen to an interview with Marketing Chair Wendy Bendoni

School of Business Careers and Internships

Internships & Careers

Internship opportunities:

  • NBCUniversal
  • Fox Network
  • The Dream Center of Los Angeles
  • Netflix
  • 20th Century Fox
  • The Aguilar Realty Group
  • Warner Bros. Entertainment Group
  • Universal Iron Indoors
  • Snapchat
  • Politix Studio
  • Colliers International
  • Provident Lending Group
  • Paramount Pictures

Internships are a required component of the BBA degree in Marketing.

Career opportunities:

  • Entertainment industry: Marketing Manager and PR
  • Banking industry: Marketing and PR
  • Real estate: Advertising and Marketing
  • Education: Marketing Manager
  • Health and wellness industry: Marketing and PR
  • Insurance: Advertising and Marketing
  • Technology: SEO to Marketing Manager
  • Digital Marketing: Social Media to Strategic Director

“My experience at Woodbury University was phenomenal. The faculty and staff are attentive, encouraging and seek for each student to grow and strengthen their experiences within their field. ”

— Jowita Chomentowska, Alumna

“Here at Woodbury we are a tightly knit community, with a strong network of support. The faculty and staff encourage creativity, innovation and collaboration across all disciplines.”

— Oscar Barcena, Alumni

Marketing Department's Digital Storytelling Lab

Utilizing a digital-first perspective, the Marketing program looks toward emerging digital technologies relevant to storytelling throughout the curriculum. This newly updated lab offers students a chance to learn YouTube & Facebook Live programming, Data Science: Audience Persona as well as virtual reality (VR) immersive spaces and exploring augmented reality (AR).

Classes offered in this Digital Storytelling Lab, include Digital Storytelling and Innovation Think Tank, offer students a hands-on approach to the ever-changing marketing environment of the hyper-connected consumer. The role of this lab is to enable Marketing students to combine theory and practice to the next level of technology being explored by marketing agencies.

Marketing Program Location Section

Location! Location! Location!

Woodbury University is proud to be in the heart of the entertainment industry, as well as neighbors to the West Coast’s tech-hub Silicon Beach.

Silicon Beach
Researching technology companies you may have found Silicon Valley in California as the hub but know the next-generation of technology companies are moving to the West Coast and residing in Silicon Beach. This West Coast “hotspot” is the location of over 500 tech start-up companies that are located on the coastal strip of LAX to Santa Monica Mountains. Major technology companies have opened their base offices in this region including Snapchat, Google, YouTube, Facebook, Salesforce, Netflix and much more. It is also the home of the Social Media Week Conference.

Entertainment Hub
As Silicon Beach’s tech companies continue to move into the entertainment industry, it makes sense that Hollywood is their neighbor. While the Entertainment Capital of the World refers to Hollywood the truth is that it is located in Woodbury University’s backyard. The entertainment industry that also calls Burbank home is Warner Brothers, Marvel Studios, Disney Studios, Nickelodeon, and NBC. In the neighboring cities, other entertainment studios include; Universal Pictures, Buzzfeed, CBS, Paramount, Sony Pictures, Fox Studios and countless more.

Woodbury University also curates the Hollywood Gallery, known as WUHO, located on iconic Hollywood Blvd. in Hollywood.



Intimate classrooms, state-of-the-art auditorium, MAC and PC computer labs, on-campus library, and art galleries.

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Marketing Courses

Marketing majors learn skills in the various functions of marketing, such as consumer behavior, market research, advertising and promotion, and public relations. The marketing coursework is designed to first introduce students to the foundational concepts and theories upon which the marketing is based. Marketing is storytelling and the upper division courses are designed to help students further hone this skill. Additionally, marketing is collaborative, and students develop this skill through team-based projects designed to foster creativity and increase curiosity.

Course Requirements


MRKT 301: Principles of Marketing
This course is designed to introduce students to the fundamentals of marketing. Through this course, the foundations of marketing will be explored, the users of marketing will be identified, the role of marketing in the organization will be examined, marketing objectives, tools and resources will be assessed, and components of strong marketing strategy will be evaluated. Lecture. Prerequisite: MGMT 100, Introduction to Business or FM100, Introduction to Fashion Business plus 40 hours credit

ACCT 205 Financial Accounting for Decision Making

In this course, students will learn the principles of accrual accounting, basic processes of financial record keeping, and use of basic financial statements. Emphasis is on learning the strengths and weaknesses of financial accounting in order to better use accounting information to make financial decisions. Prerequisites: MGMT 100, Fundamentals of Business Enterprise; and MATH 220, Business Mathematics or MATH 249, College Algebra.

ACCT 206 Managerial Accounting for Decision Making
In this course, students will learn advanced topics in accounting with an emphasis on managerial accounting, including inventory costing, capital and operational budgeting, and break-even analysis. Prerequisite: ACCT 205, Financial Accounting for Decision Making.

MGMT 100: Fundamentals of Business Entrepreneurship

This course allows students to discover how a business works and how it impacts society. Business is studied as an integral part of a total social, political and economic environment in all its various functional areas: accounting, finance, management, marketing, human relations, and how these interact. It explores how entrepreneurs find, screen, and evaluate ideas for new business opportunities. A key part of the course focuses on student teams’ development of a business plan for a new venture. Prerequisites: None

MGMT 110: Legal Environment of Business
The course prepares students to make viable decisions with in the legal and ethical framework. Subjects include the nature of law and legal process; business and the regulatory environment; administrative law of contracts and torts; statutory and common law, antitrust, partnerships and corporations, environment law, consumer protection and employment law. Prerequisite: MGMT 100, Fundamentals of Business Entrepreneurship and WRIT 111, Academic Writing I.


MRKT 310: Consumer Behavior
The nature and dynamics of consumer markets and their significance to the marketing executive. The concepts and constructs employed to identify and measure market segments and analysis of behavioral patterns of these segments as a basis for marketing strategy. Lecture. Prerequisites: MRKT 301, Principles of Marketing and MATH 226, Business Statistics

MRKT 451: Strategic Marketing
Integrates marketing policy and strategy by working in teams to conceive, research, develop and present a marketing plan for a project or service. This course will be conducted in cooperation with an organization under the supervision of the course instructor. Lecture. Prerequisites: Senior standing; MRKT 310,Consumer Behavior.

MRKT 455: Market Research Analysis
Research as an aid to decision-making. Planning the research approach, developing and testing questionnaires, sampling, and processing and interpreting data. Making appropriate recommendations for marketing action. Computer assignments and laboratory fee required. Lecture. Prerequisites: MRKT 301, Principles of Marketing; MRKT 310, Consumer Behavior; MATH 226, Business Statistics

MRKT 490: Internship
A practical, on-the-job experience in mid- or upper-level marketing environment. Work experience (120 hours) is complemented by academic requirements including weekly reports and a research paper/project. Prerequisite: Senior standing and MR 310

FINA 360 Financial Management
This course provides an introduction to finance. Topics covered include financial statement and ratio analysis, working capital management, financial forecasting, leveraging, time-value of money, valuation of stocks and bonds, cost of capital, capital budgeting, and raising capital. Prerequisites: ACCT 206, Managerial Accounting for Decision Making, ECON 203, Macroeconomics, and ECON 204, Microeconomics.

MGMT 326: Management and Organizational Behavior
This course is a comprehensive overview of the management process and organizational behavior. The focus of the course is on understanding and managing human behavior in organizations. Topics include: fundamentals of planning, organizing; organizational culture and leadership; motivation; communication, managing across cultures; ethics and social responsibility; human resource management and development; interpersonal skills; teamwork and group dynamics; diversity; power and politics; authority and influence; managing change and conflict. High level of participation is garnered through the use of cases, simulations, discussion, and the class itself is viewed as a virtual organization. Prerequisites: MGMT 100, Fundamentals of Business Entrepreneurship and WRIT 112, Academic Writing II

MGMT 336 Management of Information Systems
This course analyzes the role played by information systems in a successful organization at the strategic level, where information technologies and systems can provide major competitive opportunities, and at the operational level, where the continuous ow of useful data and information is vital to managers. Students will develop the skills to use available information channels effectively and initiate new ones when the need arises. Lecture. Prerequisite: WRIT 111, Academic Writing I.

MGMT 350: Business Ethics
This course explores the process of ethical decision-making in organizations. It emphasizes the development and application of moral concepts in the resolution of ethical dilemmas faced by managers and entrepreneurs and addresses the issue of social responsibility in worldwide capitalist economic system. Lecture. Prerequisites: MGMT 110, Legal Environment of Business and PHIL 201, Introduction to Philosophy or PHIL 210 Ethical Systems, and MGMT 326, Management and Organizational Behavior.

MGMT 400: Operations Methods in Value Chain Management
Value Chain Management looks at the entire stream of value-adding units and activities in an organization. The categories include the primary line management activities from inbound logistics, production, marketing and sales, outbound services, and return actions. It also includes staff functions such as HR, infrastructure concerns, development, and purchasing. The course focuses on the quantitative techniques utilized by managers in these areas for problem-solving and decision-making in business, including areas such as linear programming models, inventory and production models, decision making and project scheduling under certainty and uncertainty, transportation and trans-shipment techniques, decision tree construction and analysis, and PERT-CPM. Prerequisite: MA 220: Business Mathematics, MA 226: Business Statistics, and MG 336 Management Information Systems.

MGMT 461: Leadership Theory and Practice
An examination of current theory in the burgeoning field of leadership studies. Leadership skills and their place in human resources management. Ideas of self-awareness, understanding the role of the leader, sensitivity to individuals and groups. The significance and implementation of vision statements; a study of inspiration versus domination; motivation versus manipulation. Creation of positive self-image and group identity. Lecture, case study, experiential exercises and group process. Lecture. Prerequisite: MG 326, Management and Organizational Behavior.

MGMT 483: Business Policy and Strategy
This course is the “capstone” course for business majors. It provides an opportunity to integrate previous studies in the functional areas of marketing, finance, accounting, production, and management. Organizations are analyzed with respect to the effectiveness and appropriateness of strategies and goals in each of the functional areas and the synergies of the functional areas for achieving optimal results consistent with their respective missions. The major topics covered include: competitive analysis, the strategic management process, the role of the chief executive officer, strategy formulation and decision making, and strategy implementation. Lecture. Prerequisites: Senior standing and at least having completed 9 BBA core courses, and most major designated courses. Note: A minimum grade of C or better in this course is required to graduate.

MRKT 312: Public Relations
This course examines the theories and techniques involved in creating and implementing programs intended to influence public opinion and behavior. Students will also study the analysis of case histories and examinations of success and failure factors. Lecture. Prerequisite: MRKT 301, Principles of Marketing.

MRKT 321: Advertising and Promotion Management
Examines the functions, institutions, terminology, theories, and techniques of advertising, sales promotion, personal selling, and publicity as strategic tools of marketing. Case histories of promotional strategy are reviewed and examined. Lecture. Prerequisite: MRKT 301, Principles of Marketing.

MRKT 325: Retail Marketing Management
The functions and institutions of retailing within the framework of managerial decision-making. Topics include location, buying, merchandise management, pricing, and promotion. Lecture. Prerequisite: MRKT 301, Principles of Marketing.

MRKT 330 Sustainable Marketing
This course explores the roles of marketing in a sustainable society. Sustainable marketing has two imperatives: 1) to conduct itself in a way that advances an organization’s economic success while creating a positive impact on society and the environment, and 2) to help bring about a society that values and practices social and environmental sustainability in all its behaviors. Prerequisite requirements: MRKT 301, Principles of Marketing.

MRKT 341: Marketing on the Internet
This course examines marketing on the Internet from both the consumers’ and the marketers’ perspectives. Issues covered include privacy and security of personal information, business to business marketing, how the principles of marketing relate to users of the Internet. The emphasis is on understanding the impact that the Internet and technology has had on business and marketing in general and electronic businesses in particular. Class activities include lecture, discussion, and online exploration of Internet sites. Lecture. Prerequisites: MR 301, Principles of Marketing.

MRKT 342: Media Marketing
This is a survey of the marketing process and its role in media. The concepts of marketing strategy, advertising management, sales promotion, public relations, marketing research, consumer behavior and brand management are applied to topics including: theme parks and destinations, home video, television, film, and media. Lecture. Prerequisite: MRKT 301, Principles of Marketing.

MRKT 360: International Marketing
The strategic implications of international marketing. Identifies and analyzes the underlying factors of international market environments and the forces which cause people in different cultural contexts to accept or reject new products. Attention is given to demand, product, policies, market channels, pricing, and the development and control of marketing programs. Prerequisite: MRKT 301 Principles of Marketing

MRKT 370: Topics in Marketing
Topics focus on current issues in marketing. Lecture. Prerequisites: MRKT 301, Principles of Marketing and Junior standing

MRKT 420: Industrial Marketing
This course views the nature of the industrial market, organizational buying behavior, analysis of customer procurement strategy, sales force management and key-account selling strategy. This course deals with a variety of problem areas including marketing in mature markets and high technology products. Lecture. Prerequisites: MRKT 301, Principles of Marketing and MRKT 310, Consumer Behavior

MRKT 430: Service and Non-business Marketing
An overview of the unique problems and strategies involved in marketing services and non-businesses in order to develop useful marketing frameworks to help students address these issues. This course is designed for students who plan to be managers in non-business and service industries and providers of professional services (including consulting.) Lecture. Prerequisites: MRKT 301, Principles of Marketing and MRKT 310, Consumer Behavior

MRKT 441: Sales Management
This course explores the operational decisions associated with organizing, training and managing the sales force; sales forecasting; sales analysis and allocation of sales effort; and pricing policies. Lecture. Prerequisite: MRKT 301, Principles of Marketing.




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Faculty Directory

Our faculty are accomplished caring academics and professionals dedicated to supporting the success of students throughout their academic journey. They bring their professional expertise to students and work closely with them to teach the skills and theory required to enter professional practice or pursue advanced study. Through this individual attention, we foster close mentoring relationships between faculty and students in a supportive and encouraging environment.



AACSB International: The Association to Advance Collegiate Schools of Business
ACBSP: Association of Collegiate Business Schools and Programs
WSCUC: Senior College and University Commission (formerly WASC)