Marketing
Marketing is a highly dynamic discipline that thrives on change—change in customer attitudes, economies, technology, culture, and beyond. We prepare students with the knowledge and skills to better understand these changes, while fostering valuable customer relationships, developing new markets, and building distinguished brands in a rapidly evolving world.
Department Overview
Undergraduate Programs
Marketing Concentration
We encourage students to maintain a broad perspective when planning their curriculum. A strength in the sciences makes you more sensitive to technological change; writing and public speaking courses help you become a better communicator of ideas; history and literature provide a perspective on change in society; psychology and sociology develop your insight into human behavior, and so forth.
Curriculum
5 courses
3
Core Courses
| Course # | Course Name | Notes |
|---|---|---|
| MKTG1021 | Marketing Principles | Prerequisite: ACCT1021 |
| MKTG2153 | Customer Research | Prerequisites: BZAN1135 and MKTG1021 |
| MKTG4256 | Applied Marketing Management | Must be taken senior year. Prerequisite: MKTG1021 and MKTG2153 |
2
Marketing Elective Courses
| Course # | Course Name | Notes |
|---|---|---|
| MKTG Elective | Any Marketing Elective | View the "Marketing Electives" tab for offerings. Please note: not all courses are available each semester. Prerequisite: MKTG1021 |
| MKTG Elective | Any Marketing Elective | View the "Marketing Electives" tab for offerings. Please note: not all courses are available each semester. Prerequisite: MKTG1021 |
From the elective offerings available, students can develop course sequences that support a variety of different possible career paths. Please note that three courses are offered in each sequence. Students should not necessarily take all three courses, but should select two of the three depending on their interests. Students should consult with a faculty advisor in the marketing department for suggestions.
5
Career Path Course Sequences (Optional)
| Career Path | Course Names |
|---|---|
| Sales | Professional Selling & Sales Management Retailing Customer Relationship Management |
| Retailing | Retailing Product Planning and Strategy Consumer Behavior |
| Product Management | Product Planning and Strategy Consumer Behavior Communication & Promotion |
| Advertising | Communication & Promotion Retailing Product Planning and Strategy |
| Marketing Research | Consumer Behavior Product Planning and Strategy Marketing Information Analytics |
Marketing Minor for Non-Management Students
This minor is for non-business students who are interested in developing quantitative and qualitative marketing knowledge and skills to be better prepared for careers in marketing and advertising.
Curriculum
6 courses
4
Required Courses
| Course # | Course Name | Notes |
|---|---|---|
| ACCT1021 | Introduction to Financial Accounting | |
| MKTG1021 | Marketing Principles | Prerequisite: ACCT1021 |
| MKTG2153 | Customer Research | Prerequisites: Any Statistics course and MKTG 1021 |
| MKTG4256 | Applied Marketing Management | Prerequisites: MKTG1021 and MKTG2153 |
2
Marketing Elective Courses
| Course # | Course Name | Notes |
|---|---|---|
| MKTG Elective | Any Marketing Elective | View the "Marketing Electives" tab for offerings. Please note: not all courses are available each semester. Prerequisite: MKTG1021 |
| MKTG Elective | Any Marketing Elective | View the "Marketing Electives" tab for offerings. Please note: not all courses are available each semester. Prerequisite: MKTG1021 |
Sample List of Marketing Electives
Below is a sample list of electives available for undergraduate students. Please note, not all courses are available each semester. Please visit the Course Information and Schedule page in Agora for an up-to-date list of current offerings.
| Course # | Course Name |
|---|---|
| MKTG2152 | Consumer Behavior |
| MKTG3114 | Strategic Pricing and Marketing |
| MKTG3148 | Services Marketing |
| MKTG3153 | Multichannel Retailing |
| MKTG3154 | Integrated Marketing Communications |
| MKTG3156 | Digital Marketing |
| MKTG3157 | Professional Selling & Sales Management |
| MKTG3158 | Product Planning & Strategy |
| MKTG3165 | Strategic Brand Management |
| MKTG3177 | Heritage Marketing |
| MKTG3178 | Design Thinking & Strategy |
| MKTG3180 | Sports Marketing |
| MKTG/ISYS3205 | TechTrek West |
| MKTG/ISYS3253 | Digital Commerce |
| MKTG3256 | Digital Agency Experience |
| MKTG3258 | Marketing Analytics for Customer Insights |
| MKTG3260 | Sustainable Behavior of Consumers, Firms, & Societies |
| MKTG3625 | Luxury Marketing |
| MKTG6157 | Strategic Selling and Persuasion |
| MKTG6610 | Sports Marketing |
| MKTG/ISYS6635 | New Media Industries |
Full-Time Faculty
Consumer Insights Panel Lab
Consumer Insights Panel Lab founders Nailya Ordabayeva, seated at left, and Hristina Nikolova of the Carroll School of Management celebrate with colleagues at the lab’s opening on January 25, 2016. (Lee Pellegrini)
The Consumer Insights Panel brings faculty and students together in a collaborative effort to advance behavioral and marketing research. The panel allows students the opportunity to participate in current studies— regularly published in prestigious academic journals—while obtaining knowledge about innovative marketing theories.
Most studies are open to students enrolled in Marketing Principles and Customer Research courses, while some studies are open to all interested students and staff. Prospective participants should create an account on the online Sona system in a few quick and easy steps.
Career Tracks
Boston College marketing graduates pursue careers in a variety of areas, including advertising and promotion, brand management, sports marketing, retailing, marketing research, product management, and sales. Students can develop course sequences that support different career paths and make them attractive candidates to employers in any industry.
Sample List of Employers
Classes of 2021 and 2022
Akamai
Bank of America
BDO
Bloomingdale's
Citi
Criteo
Dell
Deloitte
Digitas
DocuSign
E&J Gallo Winery
Epsilon Data Management LLC.
EY
Fairwinds
Goldman Sachs
IBM
Ipsos
JP Boden
JPMorgan Chase
Kantar
Maryville Consulting Group
Mastercard
Meltwater
Mercer
New York Jets
Oracle
Playbook Sports
PNC Bank
Procter & Gamble
Publicis Sapient
Rapid7
Red Ventures
Renaissance Medical Group
Reynolds American
Rise Interactive
State Street
The TJX Companies
Wayfair
Wood Mackenzie
Student Awards
Every year, the marketing department at the Carroll School honors the most outstanding students with awards for academics, ethics, endurance, service, and excellence in marketing.
Study Abroad
Immerse yourself in a different culture, discover aspects of your discipline and yourself, gain new perspective, and cultivate important contacts.