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 creating, communicating, and delivering value to customers. The concentration embraces 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 or analysis of customer data followed by a tailored set of electives to suit different student goals and interests.
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.
The marketing concentration is available to students taking the BSBA or BSIB degree within the D’Amore-McKim School of Business and in most D’Amore-McKim combined majors . Other marketing-related options available to students include a minor in marketing and both concentrations and minors in brand management and marketing analytics.
Concentration in Marketing
| Code | Title | Hours |
|---|---|---|
| Required Courses | ||
| MKTG 2602 | Quantitative Analysis of Consumer Data | 4 |
| or MKTG 3401 | Marketing Research | |
| Electives | ||
| Complete three of the following: | 12 | |
| Marketing and Society | ||
| Quantitative Analysis of Consumer Data (if not taken as a required course) | ||
| Enabling Technologies for Consumer Engagement | ||
| Marketing Management | ||
| Marketing Research (if not taken as a required course) | ||
| Gaining Insights from Consumer Data | ||
| Marketing Analytics | ||
| Brand Management | ||
| Undergraduate Research Practicum in Marketing | ||
| Sales Management | ||
| Managing Customer Engagement in a Service World | ||
| Advertising and Brand Promotion | ||
| Consumer Behavior | ||
| Digital Marketing | ||
| New Product Development | ||
| International Marketing | ||
| Business-to-Business Marketing | ||
| Understanding the Platform Economy | ||
| Special Topics in Marketing | ||