Marketing Concentration
Primary Concentration
The concentration in marketing consists of six advanced courses1 for a total of 15 credits. It is suggested that you choose a specialization for elective courses, as detailed on the next page.
| Course | Title | Credits |
|---|---|---|
| MKGB 7730 | Research Methods | 3 |
| MKGB 8701 | Marketing Analytics | 1.5 |
| Four advanced marketing courses 1 | 10.5 | |
| Total Credits | 15 | |
Secondary Concentration
The secondary concentration consists of four advanced-level courses from the marketing area for nine credits. It is suggested that you choose a specialization for elective courses, as detailed on the next page.
| Course | Title | Credits |
|---|---|---|
| MKGB 8701 | Marketing Analytics | 1.5 |
| Three advanced marketing courses 1 | 7.5 | |
| Total Credits | 9 | |
- 1
Advanced-level courses are any MKGB course that is 7000-level or higher. A list of courses in Marketing can be found their the academic areas page.
Experiential Course
The marketing area puts a special emphasis on the value of learning by doing. Marketing concentrators are encouraged to pursue an “experiential course” that may be counted toward their concentration. These may include:
- Marketing-related study tour
- Three-credit marketing-related internship
- MKGB 7811 Marketing Internship
- Marketing-related tutorial or independent study
- MKGB 8999 Independent Study
Specializations represent groups of courses that reflect the interests of students pursuing particular careers. They are not formal requirements, but represent the general recommendation of the faculty for pursuing particular career areas.
Students may take any combination of courses that lead to the appropriate number of credits in the concentration.
Strategic Brand and Product Management
| Course | Title | Credits |
|---|---|---|
| MKGB 7723 | Strategic Branding | 3 |
| MKGB 7792 | New Product Development | 3 |
| MKGB 77AW | Customer Experience Management | 3 |
| MKGB 7720 | Consumer Behavior | 3 |
| MKGB 7785 | Marketing Strategy | 3 |
Marketing Analytics and Consumer Insights
| Course | Title | Credits |
|---|---|---|
| MKGB 779I | Data-Driven Marketing Decisions | 3 |
| MKGB 77AA | Marketing Decision Models | 3 |
| MKGB 8709 | Digital Marketing Analytics | 1.5 |
| MKGB 8703 | Revealing Consumer Insights | 1.5 |
| MKGB 7720 | Consumer Behavior | 3 |
| MKGB 879Y | Marketing Analytics Insights | 1.5 |
Digital Marketing
| Course | Title | Credits |
|---|---|---|
| MKGB 77AM | Digital Marketing | 3 |
| MKGB 8709 | Digital Marketing Analytics | 1.5 |
| MKGB 7760 | Marketing Technology and Innovation | 3 |
| MKGB 77AW | Customer Experience Management | 3 |
| MKGB 779I | Data-Driven Marketing Decisions | 3 |
Marketing Communications
| Course | Title | Credits |
|---|---|---|
| MKGB 7755 | Integrated Marketing Communications | 3 |
| MKGB 7765 | Sales Management | 3 |
| MKGB 7720 | Consumer Behavior | 3 |
| MKGB 77AM | Digital Marketing | 3 |