Bachelor Degree in Business Administration with Specialization in Marketing

For a business to succeed, the product or service it provides must be known to potential buyers. Marketing determines the product, sets the pricing strategy, structures the distribution of the product, and communicates to the channel members and consumers. Today’s marketers seek to find out what motivates buyer behavior, what creates value in the minds of their customers, and how to create messages that make their company’s offering the product or service of choice.

The Bachelor of Science in Business Administration (BSBA) program at the AUS provides students with opportunities to build the necessary skills for the future with a deep understanding of business and technological trends on a global scale and with hands-on experience via close links to the industry. At this first level of study, AUS students earn a Bachelor of Science in Business Administration degree that qualifies them for a profession in business management and the opportunity to continue their studies further and earn a Master of International Business Administration degree.

At AUS, we focus on integrating traditional business knowledge with practical decision-making, problem-solving, creativity, and strategic thinking while engaging in real-world projects. We create a learning environment that emphasizes collaboration and team building alongside academic work.

We recognize that business leaders today must master the hard skills needed to make data-driven decisions and the soft skills necessary to make them better collaborators. The curriculum takes the approach of the full development of the individual, placing emphasis on personal as well as professional growth. It prepares students for both career and graduate studies.

All courses are taught in English by leading business visionaries in small dynamic cohorts. Our professors have experience in successful business ventures, providing our students with real-life lessons learned and best practices. This background allows our professors to share their challenges and successes with the students, giving them a front-line education focused on experiential and student-centered learning. Our faculty-student ratio is roughly 1-7, facilitating a deeper working relationship between students and professors coupled with feedback and coaching. Each course integrates a minimum of two experiential learning activities, such as simulations, case studies, individual and group presentations, and projects.

The curriculum of Marketing Specialization is designed for a business to succeed, the product or service it provides must be known to potential buyers. Marketing determines the product, sets the pricing strategy, structures the distribution of the product, and communicates to the channel members and consumers. Today’s marketers seek to find out what motivates buyer behavior, what creates value in the minds of their customers, and how to create messages that make their company’s offering the product or service of choice. With classes that focus on marketing communication, retailing management, consumer buying behavior, and more, our graduates are succeeding across all marketing fields – from advertising and public relations to brand management and e-commerce.

The primary focus of the curriculum is on marketing function management which provides an integrated approach to the discipline. Emphasis is on the development and implementation of marketing strategies and the effective use of the marketing mix.

When a BSBA student successfully completes the Dual Degree program, the student will graduate, in their chosen specialty, with a Bachelor of Science in Business Administration (BSBA) from AUS and a Bachelor of Business Administration (BBA) from TU. Tiffin University has US Higher Learning Commission accreditation, which is recognized by most ministries of education.

Why AUS?

Campus

The inspiring, modern campus of the American University in Switzerland features all you could need, from state-of-the-art learning spaces to cozy corners, an on-site Starbucks coffee machine, and dedicated sports facilities.

Multiple Specializations Options

You can study for an undergraduate or graduate degree in business or specialize, and also choose to engage in the Dual Degree Program in conjunction with Tiffin University in the United States.

Multiple Intakes per Year

We have three admission intakes per year: fall, winter, and spring.

International Recognition

AUS is chartered under Swiss law and recognized by the Department of Education in the Canton of Vaud as an Institute of Higher Education.

Soft Skill Development

As an accredited institution with the IBM Academic Initiative, AUS has a first-hand view of the latest technologies and business trends across several industries. As an Apple Authorized Training Center for Education, students learn how to code, create and build apps.

Personalized Learning

With a class size of 15 to 20 students and a faculty-student ratio is roughly 1-7, facilitates a deeper working relationship between students and professors coupled with feedback and coaching.

Support Services

AUS provides various support services to students such as: Career Support, Dedicated support, and Learning Support. All students will meet with the Academic Coordinator each academic term.

Great Student Life

With our campus located amongst the Swiss Riviera's beautiful scenery, we organize trips to explore the rich cultural heritage and beautiful architecture. Offering plenty of nearby attractions, destinations, and ski resorts or visiting local festivals.

Cultural Diversity

At AUS students from over 45 nationalities from 6 continents come together to learn and share experiences, cultural perspectives, and varied work experiences with students from all over the world.

Student Housing

AUS has several fully furnished single and shared rooms within a five-kilometer radius of the university campus.

The Bachelor of Science in Business Administration (BSBA) is a three-year program during which the student must obtain 135 credit hours | 180 European Credit Transfer System. The three-year program structure comprises nine academic terms, with three terms per year (Fall, Winter, and Spring). A standard course of study to complete a BSBA program over three years requires the completion of thirty core courses, including the capstone, fourteen specialization courses, and two elective courses.

The provision of these Elective courses in a particular term will depend on availability; the listing of courses offered may change from year to year.

The conferring of a degree follows only after completing all the following requirements:

• Academic credit requirements - a minimum of 135 CH | 180 ECTS.
• Academic performance requirements - a minimum cumulative GPA of 2.0.
• Capstone project: a business plan delivered in the final year.
• Attendance and residency requirements.

Students have the opportunity, when available, to work with professors on research initiatives and program activities surrounding their specialization for credit-earning opportunities.

Course Examples

• Spreadsheet Application and Data Analysis
• Engage & Explore
• Connect
• Impact
• Impact ePortfolio
• Organizational Strategy
• Buyer Behavior
• Marketing Communication
• Retailing Management
• Personal Selling
• Business Marketing
• Digital Marketing
• Marketing Research
• Global Marketing

Dual Degree Structure

In order to receive dual degrees, students must successfully complete the required AUS and TU courses. The curricula are mixtures of AUS and TU courses designed to provide students with the maximum exposure to the necessary knowledge and skills for the future workplace, emphasizing critical thinking, problem-solving, research technologies, and multimodal communication methods.

The TU programs are all online with videos, discussion rooms, readings, and other assignments. For the most part, the students will be in the same class as TU students, thus enabling interaction. Students will take both AUS and TU courses to complete their required coursework. Courses will be taught on campus and remotely, with the possibility of student exchanges to either university.

1. The successful BSBA participant will be able to describe and demonstrate an understanding of the major concepts in the functional areas of general management (such as accounting, economics, finance, and marketing).
2. The successful BSBA participant will be able to describe and explain theories, tools, and techniques (such as a cash flow statement, market segmentation, and sustainable competitive advantage) as used for the internal and external analysis of a particular company situation or industry environment.
3. The successful BSBA participant will be able to apply their acquired knowledge and tools and organize and interpret the results in a logically integrated and cross-functional manner to support basic business decision-making.
4. The successful BSBA participant will be able to create and present basic oral and written business communications in English.
5. The successful BSBA participant will be able to develop learning skills that support further studies with a high degree of autonomy.

For a business to succeed, the product or service it provides must be known to potential buyers. Marketing determines the product, sets the pricing strategy, structures the distribution of the product, and communicates to the channel members and consumers. Today’s marketers seek to find out what motivates buyer behavior, what creates value in the minds of their customers, and how to create messages that make their company’s offering the product or service of choice.

With classes that focus on marketing communication, retailing management, consumer buying behavior, and more, our graduates are succeeding across all marketing fields – from advertising and public relations to brand management and e-commerce.

The primary focus of the curriculum is on marketing function management which provides an integrated approach to the discipline. Emphasis is on the development and implementation of marketing strategies and the effective use of the marketing mix.

Specialization in Marketing allows you to progress into the following careers:

• Marketing Technology
• Creative Development
• Metrics and Analytics
• Customer Insight
• Product Management