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 7730RESEARCH METHODS3
MKGB 8701MARKETING ANALYTICS1.5
Four advanced marketing courses 110.5
Total Credits15

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 8701MARKETING ANALYTICS1.5
Three advanced marketing courses 17.5
Total Credits9

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
  • Marketing-related tutorial or 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 Management

Course Title Credits
MKGB 7720CONSUMER BEHAVIOR3
MKGB 7723STRATEGIC BRANDING3
MKGB 7785MARKETING STRATEGY3
MKGB 7792NEW PRODUCT DEVELOPMENT3
MKGB 779VSTRATEGIC PRODUCT PLANNING3

Marketing Communications

Course Title Credits
MKGB 7720CONSUMER BEHAVIOR3
MKGB 7755INTEGRATED MKTG COMM3
MKGB 7765SALES MANAGEMENT3
MKGB 7782COMM CORP IMAGE RESPONSIBILITY3
MKGB 7795DIRECT MARKETING3

Marketing Research and Information

Course Title Credits
MKGB 77AAMARKETING DECISION MODELS3
MKGB 7785MARKETING STRATEGY3
MKGB 779IDATA-DRIVEN MARKETING DECISIONS3
MKGB 8703REVEALING CONSUMER INSIGHTS1.5