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Academic Catalog 2021-2022

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Marketing

2021-2022 Edition

  • Undergraduate
    • Admission
    • Information for Entering Students
    • College Expenses
    • Academic Policies and Procedures
    • University Academics
    • College of Arts, Media and Design
    • D'Amore-​McKim School of Business
      • Bachelor of Science in Business Administration, BSBA
      • Bachelor of Science in International Business, BSIB
      • Combined Majors
      • Concentrations
        • Accounting
        • Brand Management
        • Business Analytics
        • Corporate Innovation and Venture
        • Entrepreneurial Startups
        • Family Business
        • Finance
        • Fintech
        • Global Business and Strategy
        • Healthcare Management and Consulting
        • International Business
        • Management
        • Management Information Systems
        • Marketing
        • Marketing Analytics
        • Social Innovation and Entrepreneurship
        • Supply Chain Management
      • Minors
      • Accelerated Bachelor/​Graduate Degree Programs
    • Khoury College of Computer Sciences
    • College of Engineering
    • Bouvé College of Health Sciences
    • College of Science
    • College of Social Sciences and Humanities
    • Faculty
    • Appendix
  • College of Professional Studies Undergraduate
  • Graduate
  • Course Descriptions
  • Catalog Archives
  • Overview
  • Concentration Requirements

Aspiring marketers at the D'Amore-McKim School of Business have an opportunity to learn how brands, customers, and organizations impact business performance and society by embracing an approach that is analytical, creative, and practice oriented. Students receive instruction from award-winning research and teaching faculty who share their knowledge to help empower the next generation of marketing leaders.

The concentration in marketing encourages students to examine marketing as a driver of business growth, while considering the ethical and sustainable practices that are necessary for business and societal benefit.

The building blocks of the marketing concentration require courses in marketing research and consumer behavior or marketing management. This leads to a tailored set of electives to suit different student goals and interests. Students choose from marketing and society, marketing analytics, sales management, managing customer engagement in a service world, advertising and brand promotion, digital marketing, new product development, international marketing, and marketing in Asia to complete their concentration.

The concentration aims to prepare students with the knowledge and skills to pursue careers in a broad range of professional settings including, but not limited to, digital marketing management, social media marketing, marketing analysis, data analysis, marketing consulting, UX design, content strategy, consumer insights analysis, sales management, and product and brand management.

Other marketing-related options available to students include a minor in marketing analytics and combined degrees in business administration (marketing). Three of the available combined majors are a Bachelor of Science in Business Administration (marketing) and Design, a Bachelor of Science in Business Administration (marketing) and Communication Studies, and Bachelor of Science in Business Administration (marketing) and Psychology.

Concentration in Marketing

Course List
Code Title Hours
Required Courses
MKTG 3401Marketing Research4
MKTG 3301Marketing Management4
or MKTG 4506 Consumer Behavior
Electives
Complete two of the following:8
MKTG 2301
Marketing and Society
MKTG 3301
Marketing Management (if not selected as a required course)
MKTG 3501
Marketing Analytics
MKTG 4220
Marketing in Asia
MKTG 4420
Sales Management
MKTG 4502
Managing Customer Engagement in a Service World
MKTG 4504
Advertising and Brand Promotion
MKTG 4506
Consumer Behavior (if not selected as a required course)
MKTG 4508
Digital Marketing
MKTG 4510
New Product Development
MKTG 4512
International Marketing
MKTG 4983
Special Topics in Marketing
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