Concentration & Academics

Marketing is a dynamic discipline that thrives on change. Customer wants and needs change, technology changes, methods of distribution change, and our society and culture changes. To be successful in marketing, one must anticipate change. One must be sensitive to new opportunities in the marketplace. With this in mind, students are encouraged to maintain a broad perspective when planning their curriculum. A strength in the sciences makes one more sensitive to technological change, writing and public speaking courses help one become a better communicator of ideas, history and literature provide one with a perspective on change in society, psychology and sociology develop insight into human behavior and so forth.

Students should also bear in mind that marketing has both quantitative and qualitative dimensions. Making new product decisions requires an understanding of marketing research, making pricing decisions requires an understanding of product costs and managerial accounting, and making retail buying decisions requires an understanding of the relationship among costs, demand and profitability. The successful manager in any discipline must be able to write effectively as well as communicate ideas and results effectively in oral presentations. The time and place to begin developing these skills is here, not on the job.

The Marketing Concentration consists of five courses. 

Required Courses:

Course # Course Name Notes
Three Core Courses
MKTG1021 Marketing Principles Prereq for all MKTG courses
MKTG2153 Customer Research and Marketing Decisions Jr. or Sr. Year
MKTG4256 Applied Marketing Management Sr. Year
Two MKTG Electives
View the sample list of electives for a list of offerings. Please note, not all courses are available each semester. Visit the Course Information and Schedule page in Agora for a current list of offerings.


From the elective offerings available, students can develop course sequences that support a variety of different possible career paths. The following combinations of marketing courses are suggested for careers in sales, retailing, product management, advertising, and marketing research. Please note that in each case three courses are offered in the sequence. This does not mean that students should 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 on other beneficial elective courses in the School of Management and the College of Arts and Sciences.

Sales: Professional Selling & Sales Management, Retailing, Customer Relationship Management
Retailing: Retailing, Product Planning and Strategy, Consumer Behavior
Product Management: Product Planning & Strategy, Consumer Behavior, Communication & Promotion
Advertising: Communication & Promotion, Retailing, Product Planning & Strategy
Marketing Research: Consumer Behavior, Product Planning & Strategy, Marketing Information Analytics

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.

Required Courses:

Course # Course Name Notes
Four Core Courses
ACCT1021 Introduction to Financial Accounting  
MKTG1021 Marketing Principles Prereq for all MKTG courses
MKTG2153 Customer Research and Marketing Decisions  
MKTG4256 Applied Marketing Management  
Two MKTG Electives
View the sample list of electives for a list of offerings. Please note, not all courses are available each semester. Visit the Course Information and Schedule page in Agora for a current list of offerings.

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 Management
MKTG3153 Retailing
MKTG3154  Integrated Marketing Communications
MKTG3156  Special Topic: Launching Digital Marketing 
MKTG3157  Professional Selling & Sales Management
MKTG3158 Product Planning & Strategy
MKTG3165  Strategic Brand Management
MKTG3170  Entrepreneurial Marketing in a Digital World
MKTG3175  Marketing Practicum
MKTG/ISYS3205  TechTrek West 
MKTG/ISYS3253  Digital Commerce 
MKTG3625  Luxury Marketing
MKTG6157 Professional Selling & Sales Management
MKTG6610  Sports Marketing
MKTG/ISYS6620 Marketing Information Analytics
MKTG/ISYS6621  Social Media and Digital Business
MKTG/ISYS6635 New Media Industries
MKTG/ISYS6640  Analytics & Business Intelligence