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
| Code | Title | Hours |
|---|---|---|
| Required Courses | ||
| MKTG 3401 | Marketing Research | 4 |
| MKTG 3301 | Marketing Management | 4 |
| or MKTG 4506 | Consumer Behavior | |
| Electives | ||
| 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 | ||
| Managing Customer Engagement in a Service World | ||
| Advertising and Brand Promotion | ||
| Consumer Behavior (if not selected as a required course) | ||
| Digital Marketing | ||
| New Product Development | ||
| International Marketing | ||
| Special Topics in Marketing | ||