Bachelor of Science in Business

Marketing Strategy and Analytics Concentration

Overview

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.

Marketing Strategy and Analytics Concentration Requirements

In addition to the requirements for the bachelor of science with a major in business, the concentration in marketing strategy and analytics requires five field courses:

Required field courses
MKTG 3142Consumer Behavior
or MKTG 3142W Consumer Behavior
MKTG 3143Marketing Research
Additional field courses
Three courses selected from one or both of the following two tracks. The courses are organized in two tracks only to suggest courses that build on one another in a related field of knowledge.
Marketing Strategy
MKTG 4148Advertising and Marketing Communications
or MKTG 4156 Integrated Marketing Communications
MKTG 4150Salesmanship and Sales Management
MKTG 4152Retailing Management
MKTG 4159Marketing Strategy
MKTG 4161Pricing Strategy: Competitive and Dynamic Pricing
Digital Marketing and Analytics
MKTG 4154Digital Marketing
MKTG 4162Digital Marketing Analytics
MKTG 4163Applied Marketing Decision Analytics
MKTG 4164Artificial Intelligence and Automated Marketing
MKTG 4165Customer Relationship Management and Relational Databases
MKTG 4900Special Topics

Students should consult with an advisor for specific bachelor of science in business general education courses that apply to this concentration.