Marketing (B.S.)
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 majors must select a concentration in advertising strategy, marketing management, or digital marketing and analytics. 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.
| Code | Title | Credits |
|---|---|---|
| Major Courses | ||
| MKT 5410 | Marketing Research and Analysis | 3 |
| MKT 5450 | Consumer Behavior | 3 |
| MKT 5490 | Principles of Advertising | 3 |
| MKT 5800 | Digital Marketing and Analytics | 3 |
| MKT 6996 | Strategic Marketing | 3 |
| Elective Courses | ||
| Select one of the following: | 3 | |
| Media Planning in the Digital Age | ||
| Integrated Marketing Communications Strategy | ||
| Total Credits | 18 | |
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.
| Code | Title | Credits |
|---|---|---|
| Major Courses | ||
| MKT 5410 | Marketing Research and Analysis | 3 |
| MKT 5450 | Consumer Behavior | 3 |
| MKT 6996 | Strategic Marketing | 3 |
| MKT 5800 | Digital Marketing and Analytics | 3 |
| Elective Courses | ||
| Select two of the following: | 6 | |
| Directed Study in Marketing | ||
| Study Abroad | ||
| Sales Management | ||
| Retail Management | ||
| International Marketing Management | ||
| Special Topics: Marketing | ||
| Internship in Marketing | ||
| Total Credits | 18 | |
Digital Marketing and Analytics Concentration
This concentration specializes in topics related to Digital Marketing and Analytics (DMA), a growing career path for marketing students. Students will learn advanced techniques and how to demonstrate the value of digital practices to support business strategy. The concentration will provide students with better career opportunities within the DMA profession.
| Code | Title | Credits |
|---|---|---|
| Major Courses | ||
| MKT 5410 | Marketing Research and Analysis | 3 |
| MKT 5450 | Consumer Behavior | 3 |
| MKT 6996 | Strategic Marketing | 3 |
| MKT 5800 | Digital Marketing and Analytics | 3 |
| Elective Courses | ||
| Select two of the following: | 6 | |
| Search Engine Marketing and Optimization | ||
| Social Media Marketing | ||
| Media Planning in the Digital Age | ||
| Total Credits | 18 | |