Every Marketing major must complete MKT 333 Consumer and Market Behavior, MKT 343 Marketing Research, and MKT 473 Marketing Management: Policy and Strategy. Students may then choose to complete the remaining 9 credits of study with MKT electives (except MKT 319 Principles of Marketing) OR choose a Strategic Communications or Customer Analytics specialization. All three paths are detailed below.
Major requirements: 18 credits
| Code | Title | Credits |
|---|---|---|
| MKT 333 | Consumer and Market Behavior | 3 |
| MKT 343 | Marketing Research | 3 |
| MKT 473 | Marketing Management: Policy and Strategy | 3 |
| Electives or Specialization | ||
| Select nine credits of MKT electives at the 300-400 level (except MKT 319). 1 | 9 | |
| Total Credits | 18 | |
| 1 | MKT 363 Global Marketing fulfills the Global and Cross-Cultural Business requirement and may also serve as a major elective only for students not pursuing a specialization. |
NOTE: Students performing a marketing role in BUS 436 may seek Department Chair approval to count BUS 436 as a major elective in Marketing. Students may not use either BUS 435 or MKT 435 to fulfill a major elective in Marketing.
Strategic Communications specialization requirements: 18 credits
The Strategic Communications specialization within the marketing major focuses on strategic communications, including advertising and public relations. It is designed for students interested in advertising, branding, public relations, or corporate communications.
| Code | Title | Credits |
|---|---|---|
| Marketing core courses | ||
| MKT 333 | Consumer and Market Behavior | 3 |
| MKT 343 | Marketing Research | 3 |
| MKT 473 | Marketing Management: Policy and Strategy | 3 |
| Strategic Communications courses (select at least two): | ||
| MKT 353 | Advertising and Promotion | 3 |
| MKT 377 | Public Relations | 3 |
| MKT 433 | Digital Marketing | 3 |
| Students may choose to take all of the Strategic Communications courses listed above to complete their major. If only two of the above courses are selected, students must choose one of the courses below: | ||
| Sales Management | ||
| Marketing Internship | ||
| Sports and Special Event Marketing | ||
| Social Media | ||
| Public Relations Writing | ||
| Media Strategy | ||
| Advertising Copywriting and Design | ||
| Digital Foundations | ||
| Graphic Design | ||
| Total Credits | 18 | |
Note: MKT 363 Global Marketing may not serve as a major elective for the Strategic Communications specialization.
Customer Analytics specialization requirements: 18 credits
The specialization in Customer Analytics within the marketing major focuses on the research component of the marketing discipline (data collection, organization, analysis, and interpretation). It is designed for students interested in marketing research, consumer insights, customer analytics, or graduate work in marketing.
| Code | Title | Credits |
|---|---|---|
| Marketing core courses | ||
| MKT 333 | Consumer and Market Behavior | 3 |
| MKT 343 | Marketing Research | 3 |
| MKT 473 | Marketing Management: Policy and Strategy | 3 |
| Customer Analytics courses (select at least two): | ||
| BIA 354 | Data and Information Management | 3 |
| BIA 484 | Machine Learning | 3 |
| MKT 361 | Marketing Analytics | 3 |
| Students may choose to take all of the Customer Analytics courses listed above to complete their major. If only two of the above courses are selected, students must choose one of the courses below: | ||
| Marketing Internship (must be specialization-specific) | ||
| Digital Marketing | ||
| Econometrics | ||
| Financial Modeling | ||
| Total Credits | 18 | |
Note: MKT 363 Global Marketing may not serve as a major elective for the Customer Analytics specialization.