B.A. in Marketing

Major Selection Courses

Students must complete six (6) credits from the following courses.

Here are suggested major specific courses for various marketing paths. To learn more about these paths, consider enrolling in MKT 200.

Brand/Product Management Path

According to Investopedia.com, “Brand management is a function of marketing that uses techniques to increase the perceived value of a product line or brand over time. Effective brand management builds loyal customers through positive brand associations and images or a strong awareness of the brand.” Right brand management strategies can create strong brands that grow and thrive in the marketplace.

Careers in this field include assistant brand manager, associate brand strategy manager, brand marketing manager, senior brand manager, etc.

Companies that have recruited for these positions include (but are not limited to): Whirlpool, Electronic Arts, Medline

Several key internships and a high GPA are required to enter this field. Many employers may only consider hiring from MBA programs into a Brand Management role.

Electives to select for this chosen path:

Brand Marketing Certificate

In addition to the Brand/Product Marketing Path, the Brand Marketing Certificate program was created to help open doors for undergraduates in the Brand Marketing field.

Through the Brand Marketing certificate program, students will have an immersive learning experience on brand management which integrates fundamental principles from marketing, advertising, and packaging elective courses with industry concepts. In the capstone course, students will have the opportunity to apply these approaches to a real-life business case on brand management while receiving guidance from a panel of leading companies. Obtaining the certificate will equip students with networking, mentoring and practical skills/knowledge that can be applied in real work settings of brand management.
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Courses required for this certificate:

Business Development Path

“Business development is the creation of long-term value for an organization from customers, markets, and relationships,” according to Scott Pollack, CEO and co-founder of Firneo (a professional development platform that helps Business Development & Partnerships).

Common job titles in this area are sales consultant, business development representative, sales development representative, sales and marketing consultant, etc.

Companies that have recruited for these positions include (but are not limited to): Altria, PepsiCo, Thomson Reuters, CH Robinson, General Mills, Ford, General Motors, AT&T, BP, Techtronics, KraftHeinz, Tenneco, Rocket Companies, Google

Recommended pairing: Sales Leadership minor

Electives to select for this chosen path:

Global Marketing Path

This path involves planning, producing, placing and promoting a business’ products or services worldwide.

Very few students will land a position after graduation outside of their home country. Strong foreign language skills and several excellent internships, along with appropriate networking may provide such an opportunity. Seek to obtain experience with an organization that conducts business outside of the United States and eventually be promoted into a role that is global facing.

Common job titles include global marketing manager, global marketing strategy lead, etc.

Companies that have provided global opportunities include (but are not limited to): Bosch, Whirlpool, Google, General Motors, BP

Recommended pairing: Minor in International Business or foreign language

Electives to select for this chosen path:

Digital Marketing Path

According to the American Marketing Association, “digital marketing refers to any marketing methods conducted through electronic devices…including online marketing efforts conducted on the internet.” This includes not only email, social media, and web-based advertising, but also text and multimedia messages as a marketing channel.

To obtain opportunities in digital marketing consider enhancing your skill set by seeking out certifications, such as:  Google Analytics/Ads, Hootsuite Social Marketing, HubSpot Content Marketing, YouTube and others. Be sure to do your research ahead of time so that you are familiar with the certifications required for the particular type of work you seek to pursue.

Common job titles in this area include social media coordinator, digital marketing analyst/specialist, SEO website optimization specialist, etc.

Companies that have recruited for these positions include (but are not limited to): Macy’s, Dandelion Branding, Carat, Digital Industry Group, Full Picture, Universal McCann, Schneider Electric, Guerrero Media

Electives to select for this chosen path:

Customer Experience Management Path

According to Gartner, a global software and research company that helps clients make smarter and faster decisions, “Customer experience management (CXM) is the discipline of understanding customers and deploying strategic plans that enable cross functional efforts and customer-centric culture to improve satisfaction, loyalty and advocacy.” If you would enjoy understanding the psychology and behavior of those who purchase products & services, and how to maintain their loyalty, then this path may be just for you!

Common job titles include customer experience manager, customer success manager, etc.

Companies that have recruited for these positions include (but are not limited to): Shift Digital, PetSmart

Visit CXM@MSU for more information.

Recommendation: Consider pursuing a Master’s degree in Customer Experience Management through the Broad College.

Marketing courses that will help you to better understand customer experience management include:

Marketing Research Path

Wikipedia provides this definition, “Marketing research is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services. The goal is to identify and assess how changing elements of the marketing mix impacts customer behavior.”

Common job titles include junior research analyst, research associate, market research analyst, etc.

Companies that have recruited for these positions include (but are not limited to): Digitas,

If you decide to follow this path, explore the option of obtaining a Master’s in Marketing Research and Analytics program from the #1 ranked Marketing Research program here at Michigan State University! You can learn more about this program through the Master’s in Marketing Research and Analytics web-site. Make sure to hear advice from alumni and learn of the career paths they follow through the Spartan Spotlight podcast.

Recommended pairing: Dual enrollment into the Master of Science in Marketing Research and Analytics during senior year

Elective to select for this chosen path: