Marketing Academics
Undergraduate Programs in Marketing
Bachelor of Science in Marketing
The Bachelor of Science in Marketing (BSM) degree program at the GW School of Business exposes students to current theories and research in consumer behavior, research methodology and analytics, advertising and sales promotion, digital technologies, and the emerging technologies of artificial intelligence and automated marketing. Marketing department courses emphasize an experiential learning pedagogy, so that students develop strong problem solving and integration skills. The courses integrate theory, method and applications. They emphasize the collection, organization and processing of consumer and marketing data, new analytic methodologies, and the impact of social media and new product and service technologies. Marketing is an exciting and dynamic field, and the BSM degree program reflects this.
This degree program is for students who wish to specialize in marketing and pursue it as a major. It requires 30 credit hours of study focused in marketing and 15 credit hours of study from other business fields.
Bachelor of Science in Business with a Concentration in Marketing Strategy and Analytics
The concentration in Marketing Strategy and Analytics provides undergraduate students with the analytical and technical tools, as well as a strong conceptual framework, that are necessities in understanding consumer and organizational buying behavior and strategic marketing processes. These processes include market research, segmentation, targeting, positioning, integrated marketing communications, and relationship building. Students will develop competencies and skills in:
- Identifying customer needs and wants;
- Making decisions about which markets organizations should serve;
- Designing product, service and program offerings for these markets;
- Planning and implementing strategies to communicate with and sell to these markets; and
- Creating value through profitable relationships with customers as well as channel partners, suppliers, and other stakeholders.
This degree program is for students who wish to pursue marketing as a minor and are pursuing another major within the GW School of Business. It requires 15 credit hours of study focused in marketing.
Marketing Minor
This degree program is for students who wish to pursue marketing as a minor and are pursuing another major outside of the GW School of Business. It requires 18 credit hours of study focused in marketing. Please contact the Department of Marketing for more information, or click the link below to view the program requirements.
Graduate Programs in Marketing
Master of Science in Marketing
The future of marketing is about shaping, guiding and innovating the consumption experience, bringing all the resources of the digital revolution to understand audiences and influence behavior. The Master of Science in Marketing degree provides students with a comprehensive understanding of marketing management, digital marketing, and brand management. Students receive an experiential education with in-depth training in designing organizational brand identities, managing the customer experience, and measuring and segmenting brand communication strategies across channels.
Graduate Certificate in Digital Marketing and Analytics
The Graduate Certificate in Digital Marketing and Analytics provides an overview of the expanding digital marketing and communications field. As a multidisciplinary program, coursework includes marketing management, digital marketing, and integrated marketing communications, as well as coursework from Information Systems and Decision Sciences, including web analytics and social network analysis. Students will gain an in-depth understanding and assessment of the role of analytics in marketing communication and strategy.
Graduate Certificate in Marketing and Brand Management
The Graduate Certificate in Marketing and Brand Management provides students with an in-depth understanding of the interface between marketing and brand management. The exciting area of brand management is considered by top executives to be a high-demand marketing specialty. Students will learn to strategically manage brands to help organizations create customer value, increase name recognition, and build brand loyalty in local and global markets. Students will acquire the knowledge needed to design organizational brand identity, manage the customer experience, measure and analyze brand performance, and differentiate brand communication strategies.