202 Hayden Hall
617.373.8366 (fax)
Bruce H. Clark, Associate Professor and Group Coordinator,

According to the American Marketing Association, marketing is “an organizational function and a set of processes for creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders.” Create something people want, tell them about it, and deliver it to them in a way so that everyone benefits.

The concentration in marketing offers students an opportunity to develop an understanding of the role of the marketing function in the organization as well as detailed insight into various aspects of marketing processes, including strategy, buyer behavior, market research and analytics, digital and mobile media, marketing communications, sales, services, and new product development. Students prepare for possible careers in areas such as brand and product management, consulting, digital marketing, entrepreneurship, marketing research, marketing communications, and sales and account management.

Concentration in Marketing

Required Courses
MKTG 3401Marketing Research4
MKTG 3301Marketing Management4
or MKTG 4506 Consumer Behavior
Complete two of the following:8
Marketing and Society
Marketing Management (if not selected as a required course)
Marketing Analytics
Marketing in Asia
Sales Management
Marketing in the Service Sector
Advertising and Brand Promotion
Consumer Behavior (if not selected as a required course)
Digital Marketing
New Product Development
International Marketing