Major in Marketing

Become the marketing leader of tomorrow.

Broad’s marketing curriculum stresses understanding of marketing concepts and tools to achieve business objectives using analysis, planning, implementation and control techniques, and integration of marketing with other business functions and societal processes.

Career opportunities are available in marketing management, market research, industrial sales, sales management, business development, retail management and many other areas.

What can I do with this degree?

Digital marketer | Brand strategist | Marketing analyst | Marketing communication specialist

Business Core Curriculum and Degree Requirements

To build a solid business foundation, there are common degree requirements for all Broad majors.

View Requirements

B.A. in Marketing Requirements

Major Field Requirements: 2.0 Minimum GPA

Required Courses

MKT 302 Consumer and Organizational Buyer Behavior

3 credits

Application of consumer behavior principles to customer satisfaction, market planning and marketing mix decisions. Ethical, diversity and international issues.

View full course description at the Office of the Registrar.
MKT 313 Consultative Selling*

3 credits

Role of the sales organization and nature of customer and channel relationships. Buying behavior and sales processes. Fundamentals of personal selling. Experiential project that challenges students to assimilate and apply key concepts.

*This course is required for students admitted to the marketing major fall 2018 or later. For students admitted to the marketing major prior to fall 2018, this course can be used as a major selection course.

View full course description at the Office of the Registrar.
MKT 319 Customer and Market Insights

3 credits

Research methods designed to obtain information for marketing decisions. Research design, data collection and interpretation of information to aid in making managerial decisions.

View full course description at the Office of the Registrar.
MKT 460 Marketing Strategy (W)

3 credits

Identification and analysis of managerial marketing issues. Integration of marketing concepts and theories through case analysis. Ethical and international applications.

View full course description at the Office of the Registrar.

Major Selection Courses

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

MKT 355 Entrepreneurship: Strategic Marketing Planning and Launch

3 credits

Process of planning, starting and positioning new businesses which link directly to customer requirements. Understanding unmet market opportunity due to competitive gaps or customer needs (realized or not) for both consumer and industrial products and services.

View full course description at the Office of the Registrar.
MKT 383 Sales Management

3 credits

Planning, implementing and controlling the firm’s personal selling function. Analysis of sales territories. Management of recruitment, selection, training and motivation of sales personnel. Evaluation of sales performance. Diversity and ethical issues.

View full course description at the Office of the Registrar.
MKT 410 Product Innovation and Management

3 credits

Analytic, decision-making and planning concepts and tools available to product managers. New product policy and development, organizational issues, product modification and deletion.

View full course description at the Office of the Registrar.
MKT 412 Digital Marketing

3 credits

Theoretical foundation of digital marketing. Recent tactics, applications and trends in the online marketplace. Basics of online marketing communications, search engine marketing, social media marketing and web analytics.

View full course description at the Office of the Registrar.
MKT 415 International Marketing Management

3 credits

Marketing decisions, strategies and operations of the firm involved in international business. Researching global market opportunities and formulating market entry strategies. Developing and implementing the international marketing program.

View full course description at the Office of the Registrar.
MKT 420 New Product Design and Development

3 credits

Practical training and experiences in design and testing of new products.

View full course description at the Office of the Registrar.
MKT 430 Key Account and Customer Relationship Management

3 credits

Development and ongoing management of mutually profitable relationships with targeted customers. Account segmentation and penetration strategies. Principles and mechanics of customer relationship management, including the use of related technology. Consultative selling approaches to major accounts and complex enterprises, including business analysis and quantifiable substantiation of value proposition.

View full course description at the Office of the Registrar.
MKT 490 Independent Study

1-3 credits (variable)

Supervised program of research-based independent study.

View full course description at the Office of the Registrar.
MKT 490H Honors Independent Study

1-3 credits (variable)

Supervised program of independent research in marketing.
MKT 491 Special Topics in Marketing

1-3 credits (variable)

Special topics in marketing management or marketing research of unusual scope or timeliness.

View full course description at the Office of the Registrar.

I have learned that marketing is all about being adaptable. You may need to change your production allocation overnight because of new laws, or one day you may need to jump on a trend and push an ad. If you can’t quickly adapt to what’s going on in the world, the competition will leave you behind.

Emily Allen

B.A. Marketing

Student Organizations

The Michigan State University Marketing Association (MSUMA) is made up of driven students striving to excel in the marketing field. MSUMA provides members numerous benefits including networking, resume building, professional business trips, fun social events and great volunteer opportunities. The goal of the organization is to provide members with the opportunity to maximize their college career and, consequently, to become a successful professional in their business career.

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The Corporate Retail Association (CRA) serves to educate all majors about the many aspects of the retail industry. Our association invites a diverse group of corporate representatives to present information regarding diverse career paths in the retail industry. CRA will teach the dynamics and fundamental skills necessary in retail so our members can be competitive in the constantly changing industry.

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We understand that the future of our industry will be about pushing boundaries and thinking strategically. Broad’s Department of Marketing does what it takes to prepare students to thrive in the next era of marketing management.

Department of Marketing