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.
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, products or services, and consumer or business-to-business environments.
In the digital mobile economy, 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 mature 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 demands 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, but 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.
Undergraduate Concentration in Marketing
Marketing Principles (MKTG1021) is a prerequisite for all other Marketing courses. Beyond the required core course, students must take four courses for the Marketing concentration. Of these four courses, the two required are as follows:
- MKTG2153 Customer Research and Insights for Marketing Decisions
- MKTG4256 Applied Marketing Management
Customer Research is a prerequisite for Applied Marketing Management. Typically, Applied Marketing Management is taken in the senior year.
The two additional courses may be taken from any of the following electives:
- MKTG2152 Consumer Behavior
- MKTG3114 Pricing and Demand Analytics
- MKTG3148 Services Marketing
- MKTG3153 Multichannel Retailing
- MKTG3154 Integrated Marketing Communications
- MKTG3156 Digital Marketing
- MKTG3157 Professional Selling and Sales Management
- MKTG3158 Product Planning and Strategy
- MKTG3165 Strategic Brand Management
- MKTG3177 Heritage Marketing
- MKTG3178 Design Thinking and Strategy
- MKTG3180 Sports Marketing
- MKTG3205 Tech Trek-West (cross listed with ISYS3205)
- MKTG3256 Digital Agency Experience
- MKTG3258 Marketing Analytics for Customer Insights
- MKTG3625 Luxury Marketing
- MKTG6157 Strategic Selling and Persuasion
- MKTG6610 Sports Marketing
- MKTG6621 Social Media and Digital Business (cross listed with ISYS6621)
- MKTG6635 New Media Industries (cross listed with ISYS6635)
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.
MKTG4911 (Independent Study, 3 credits) provides creative learning opportunities and is offered for enrichment purposes only. It does not count toward the Marketing concentration. Independent Study enables a student to focus on a topic of his/her own choice working with a marketing professor.
This minor is for non-Carroll School students who are interested in developing quantitative and qualitative marketing knowledge and skills to be better prepared for careers in marketing and advertising.
Required Course Sequence:
- ACCT1021 Introduction to Financial Accounting
- MKTG1021 Marketing Principles
- MKTG2153 Customer Research for Marketing Decisions
- MKTG4256 Applied Marketing Management
Choose two MKTG electives from course list available at bc.edu/marketing.
Information for Study Abroad
Only one course from an international university can be considered for concentration credit. Customer Research for Marketing Decisions (MKTG2153) and Applied Marketing Management (MKTG4256) cannot be taken abroad.
All students wishing to study abroad must first meet with an advisor from the Office of International Programs. If accepted into the study abroad program and approved by the Undergraduate Dean's Office, the student should then see the Marketing Study Abroad Coordinator for course approvals before going abroad. When students wish to have a course considered they should e-mail or bring a copy of the syllabus and course description for approval.
All approvals must be obtained prior to going abroad. No approvals will be granted after the course has been completed.
Boston College AMA Chapter
The Boston College collegiate chapter of the American Marketing Association is affiliated with both the National and Boston AMA organizations. The aim of the Boston College chapter is to expose its members who are committed to and passionate about a marketing career to industry professionals, organizations, and events that will further their experience.
Boston College Marketing Academy
The Marketing Academy is one of Boston College’s most active organizations. It is open to all students at Boston College.
It is the Academy’s goal to educate students about career opportunities, assist students in training for a future professional career, and establish professional contacts in business.