University of Hawaiʻi — West Oʻahu



The study of marketing involves analyzing processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners and society at large. Marketing students learn to evaluate and develop advertising, public relations, and direct mail campaigns as well as examine the science of consumer behavior and business in the context of promotion and publicity.

Students pursuing a Bachelor of Arts in Business Administration with a concentration in Marketing will be exposed to an interdisciplinary business curriculum including finance, economics, information systems, accounting and management. The program is offered in-class and through distance learning instruction.


A strong understanding of marketing is valuable when conducting business in every industry because it involves the ability to research and identify customer needs, develop communication strategies and methods for optimal delivery of products and services to target audiences, as well as plan and determine where to market tangible or intangible products for private and public companies, and non-profit or governmental organizations and agencies. A Marketing degree prepares students for business career opportunities in sales, advertising, management, finance, public relations, consulting, creative design, and much more. Graduates enter a variety of industries and obtain positions working as political consultants, media specialists, advertising or public relations account executives, sales account managers, marketing directors, brand managers and countless other positions.

Salary ranges depend on the size and type of organization. Advertising account executives earn an average salary of $65,000 while senior level marketing executives can earn on average $150,000 a year. The study of marketing also opens the door to graduate degree programs in marketing, business, and management.


BUSA 304 Consumer Behavior
This course examines major influences on consumers, while also assessing social, personal, and psychological influences, including reference groups in the purchasing decision process. Students will apply principles to select marketing problems.

BUSA 305 Advertising and Promotion Management
Research findings to advertising, direct marketing, and public relations materials and campaigns, and develops copywriting and visual design skills for effective print ads and press releases. Students will learn to integrate marketing communications activities while tracking and evaluating results.

BUSA 364 Retailing Management
Students in this course will examine the principles, functions, and analyses of problems in retailing: location and layout, merchandise planning, buying and selling, organization, expense analysis and control, and coordination of store activities.

BUSA 408 International Marketing
This course focuses on the opportunities, problems, and decisions facing managers of international marketing. It considers the full range of international marketing involvement from the exporter to the multinational firm.


The UH West O‘ahu Business and Marketing Clubs provide great venues for students to come together to share a common interest in business administration and marketing studies and participate in community service projects, company tours, non-profit fundraisers and attend lectures by guest speakers from the local business community. The clubs help to facilitate an increased understanding of business and marketing, and provides opportunities for social gatherings and networking with existing industry professionals.


Marketing students have an opportunity to perform internships at a variety of local businesses and government agencies. UH West O‘ahu students have recently completed internships at:

  • Xerox Hawai‘i
  • City and County of Honolulu
  • Sheraton Hotels and Resorts
  • Hawaiian Telcom
  • Macy’s


Dr. Derrek Choy, Professor
(808) 689-2332