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Undergraduate Program


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Undergraduate Program Description

Marketing is the business function that is responsible for setting market strategy and giving strategic direction to other business functions in the firm. It centers around understanding the wants and needs of a firm’s customers, be they consumers or other businesses, and is essential for properly positioning the company within the firm’s target markets.

Consumers are increasingly armed with more and better information, making them more demanding, less gullible, and less loyal to companies that don’t pay close attention to their needs. Competition is increasingly global and markets are maturing faster; first mover and market leader advantages can evaporate in a heartbeat. Advances in production and service delivery make it very difficult to compete on quality and production or distribution advantages are difficult to sustain long-term.

This means that the successful company is the one that can respond to changing market demand faster than its competitors. Marketing is one of the key tools in keeping a company responsive and nimble; it specializes not only in understanding customer needs and motivations, it also delivers the message to consumers that the company can meet those needs and motivations. This focus on the customer has caused marketing and the marketing concept to become increasingly central in management decisions and marketing is fully integrated with other functional areas in successful leading companies.

Regardless of your specific interests within marketing, Boston College will help you understand the marketing functions and its financial, social, and ethical responsibilities. The marketing program at BC teaches critical thinking, creative problem-solving, and a mix of theory- and skill-based approaches to marketing management and decision making. Marketing represents a unique mixture of quantitative statistics and analysis with a more lateral-thinking and behavioral approaches to management. Recent advances in technology, from social media to supply-chain integration, have revolutionized the way marketing is conducted. As a marketing major, you will develop skills in market analysis and decision making by working on varied marketing projects and programs such as new product launches, pricing and distribution strategies, service innovations, sales force management, and internet marketing campaigns.

Marketing offers a number of varied and interesting career paths, from sales, advertising and product development, to marketing research, retailing, and brand management. A marketing degree is a valuable asset in many business sectors, for large or small companies, for profit or non-profit firms, for products or services, and for consumer or business-to-business environments.

Undergraduate Concentration in Marketing

Marketing Principles is a prerequisite for all other Marketing courses. Beyond the required core course (MK 021 Marketing Principles) students must take four courses for the Marketing concentration. Of these four courses, the two required are as follows:

  • MK 253 Marketing Research
  • MK 256 Applied Marketing Management

Marketing Research should be taken in the junior year. Applied Marketing Management should be taken in the senior year.

The two additional courses may be taken from any of the following electives:

  • MK 148 Service Marketing
  • MK 152 Consumer Behavior
  • MK 153 Retailing
  • MK 154 Communication and Promotion
  • MK 157 Professional Selling and Sales Management
  • MK 158 Product Planning and Strategy
  • MK 161 Customer Relationship Management (cross listed with MI161)
  • MK 165 Strategic Brand Management
  • MK 168 International Marketing
  • MK 170 Entrepreneurial Marketing in a Digital World
  • MK 172 Marketing Ethics
  • MK 174 Social Change Marketing
  • MK 176 Marketing Planning
  • MK 252 E-Commerce (cross listed with MI 253)
  • MK 610 Sports Marketing
  • MK 620 Marketing Information Analytics
  • MK 621 Social Media and Web 2.0 Management (cross listed with MI 621)
  • MK 630 Tourism and Hospitality Management
  • MK 635 New Media Industries (cross listed with MI 635)

Students interested in a career in marketing often take more than the minimum four courses in order to enhance career preparation.

Students are cautioned, however, against becoming too narrowly specialized.

MK 299 Individual Study is offered for enrichment purposes only. It does not count toward the Marketing concentration, but does allow a student the opportunity to be creative with learning interests. A student must have agreement from a Marketing professor to oversee the individual study prior to signing up for the course.


Information for Study Abroad

Prior to going abroad, Marketing majors must have taken the Core marketing course (MK 021). Only one course from the international university can be considered for major credit. Only major electives can be taken abroad. Students must get such courses approved by the marketing department prior to going abroad.