Bachelor of Science in Business

Marketing Strategy and Analytics Concentration


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.

Career Options in Marketing

Upon successful completion of the concentration in Marketing Strategy and Analytics, students are well-suited for entry-level professional positions in sales, advertising, marketing research, retailing, brand management, customer service, consulting, purchasing, media planning, direct marketing, and public relations. Marketing also provides an excellent foundation for graduate studies in a wide range of areas, including business, public administration, public policy, international relations, and law. Various types of marketing positions can be found in all types of for-profit firms (business-to-consumer and business-to-business), non-profit organizations, and governmental agencies. An concentration in Marketing Strategy and Analytics offers students a very broad, diverse, and exciting array of career opportunities and also provides an excellent foundation for those with entrepreneurial aspirations.