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.
Digital marketer | Brand strategist | Marketing analyst | Marketing communication specialist
To build a solid business foundation, there are common degree requirements for all Broad majors.
Major Field Requirements: 2.0 Minimum GPA
Application of consumer behavior principles to customer satisfaction, market planning and marketing mix decisions. Ethical, diversity and international issues.
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.
Research methods designed to obtain information for marketing decisions. Research design, data collection and interpretation of information to aid in making managerial decisions.
Identification and analysis of managerial marketing issues. Integration of marketing concepts and theories through case analysis. Ethical and international applications.
Students must complete six (6) credits from the following courses.
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.
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.
Analytic, decision-making and planning concepts and tools available to product managers. New product policy and development, organizational issues, product modification and deletion.
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.
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.
Practical training and experiences in design and testing of new products.
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.
1-3 credits (variable)
Supervised program of research-based independent study.
1-3 credits (variable)
Supervised program of independent research in marketing.
1-3 credits (variable)
Special topics in marketing management or marketing research of unusual scope or timeliness.
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.Learn More
The MSU Marketing Mix is a unique organization created to give students hands-on, real-life business experience through free marketing and consulting services. This interaction allows students and businesses to learn more about marketing and capitalize on the resources at Michigan State University.
The Mix utilizes the student, academia, and research facilities found at MSU. Members benefit by working with other students and various businesses around the Capital Area to gain knowledge and apply marketing to the real world.Learn More
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.Learn More
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.