Academic Catalog

Marketing (B.A.)

The Marketing major is designed to prepare students for a variety of careers in marketing. Marketing is the activity and institution involved in creating, communicating, delivering and exchanging offerings that have value for customers and society. Marketing management involves situation analysis, selection of marketing strategies and target markets, and coordination of product development, pricing, promotion and distribution elements.

Admission  Requirements

Students who meet the University requirements for regular admission are eligible for admission to the Mike Ilitch School of Business.

 

Degree Requirements

Candidates for the bachelor’s degree must complete 120 credits including satisfaction of the degree requirements. All course work must be completed in accordance with the academic rules of the University and those of the Mike Ilitch School of Business.

Marketing Major

The marketing major is designed to prepare students for a variety of careers in marketing. Marketing is the activity and institution involved in creating, communicating, delivering and exchanging offerings that have value for customers and society. Marketing management involves situation analysis, selection of marketing strategies and target markets, and coordination of product development, pricing, promotion and distribution elements.

As Marketing majors, students must select to pursue concentrations in advertising strategy or marketing management.

All students majoring in marketing must complete the requirements of their concentrations and subsequently take MKT 6996.

Advertising Strategy Concentration

This concentration prepares students for work in a wide variety of businesses, advertising agencies, public institutions, and other organizations. It may serve as a background for people who plan to work in the advertising/marketing communications industry, or for general marketing jobs where promotional issues play a particularly prominent role.

Major Courses
MKT 5410Marketing Research and Analysis3
MKT 5450Consumer Behavior3
MKT 5490Principles of Advertising3
MKT 5800Digital Marketing and Analytics3
MKT 6996Strategic Marketing3
Elective Courses
Select one of the following:3
Advertising Copy
Advertising Media Planning
Integrated Marketing Communications Strategy
Total Credits18
 

Marketing Management Concentration

This concentration provides students with broad exposure to the discipline of marketing management. In addition to the general focus on marketing management, the marketing management concentration trains individuals for a wide spectrum of marketing careers including marketing research, brand management, sales and sales management and product development.

Major Courses
MKT 5410Marketing Research and Analysis3
MKT 5450Consumer Behavior3
MKT 6996Strategic Marketing3
MKT 5800Digital Marketing and Analytics3
Elective Courses
Select two of the following:6
Directed Study in Marketing
Study Abroad
Sales Management
Retail Management
International Marketing Management
Special Topics in Marketing
Internship in Marketing
Total Credits18
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