marketing concentration
Marketing Research and Analytics: Marketing
Research, Consumer Behavior, Marketing
Information Analytics, Customer Relationship
Management, Product Planning and Strategy
Retailing: Retailing, Product Planning and
Strategy, Consumer Behavior, Communication
& Promotion, Digital Marketing, E-commerce,
Marketing Information Analytics
Product Management: Product Planning and
Strategy, Consumer Behavior, Communication
& Promotion, Marketing Planning
Sales: Professional Selling & Sales
Management, Customer Relationship
Management, Consumer Behavior
Advertising: Communication and Promotion,
Retailing, Product Planning and Strategy,
Digital Marketing, Social Media for Managers
Sports Marketing: Sports Marketing,
Communication & Promotion, Marketing
Planning, and Entrepreneurial Marketing in a
Digital World
mktg3175 (Marketing Practicum) and
mktg4911 (Individual Study) provide creative
learning opportunities and are offered
for enrichment purposes; however, they
do not count towards completion of the
concentration. Marketing practicum enables
a student to earn credits with an unpaid
internship overseen by a marketing professor.
individual Study enables a student to focus on
a topic of his/her own choice, working with a
marketing professor.
marketing curriculum
study abroad
The Marketing Concentration requires that
students take a five course sequence including:
Prior to going abroad, Marketing concentrators
must have taken the Core marketing course
(mktg1021). Only one course from the
international university can be considered
for concentration credit. Only concentration
electives can be taken abroad.
mktg1021 Marketing Principles: Prerequisite
for all other marketing courses
mktg2153 Marketing Research (Jr. Year)
mktg4256 Applied Marketing Management
(Sr. Year)
Two electives of the student’s choice
Electives Include:
mktg2152 Consumer Behavior
mktg3153 Retailing
mktg3154 Integrated Marketing
Communications
mktg3156 Digital Marketing
mktg3157 Professional Selling & Sales
Management
mktg3158 Product Planning & Strategy
mktg3161 Customer Relationship
Management
mktg3165 Strategic Brand Management
mktg3170 Entrepreneurial Marketing in a
Digital World
mktg3174 Social Change Marketing
mktg3177 Crafting/Publishing Behavioral
Science
mktg/isys3205 Tech Trek-West
mktg/isys3253 E-Commerce
mktg3258 Advanced Market Analysis
mktg6610 Sports Marketing
mktg/isys6620 Marketing Information
Analytics
mktg/isys6621 Social Media and Digital
Business
mktg/isys6635 New Media Industries
mktg/isys6640 Analytics & Business
Intelligence
All students wishing to study abroad must
first meet with an advisor from the Office
of International Programs. If accepted into
the study abroad program and approved
by Richard Keeley, Associate Dean of the
Undergraduate Program, the student should
then see the Marketing Study Abroad
Coordinator for course approvals before going
abroad. When students wish to have a course
considered they should email or bring a copy
of the syllabus and course description for
approval.
All approvals must be obtained prior to going
abroad. No approvals will be granted after the
course has been completed.
boston college
marketing academy
The Marketing Academy is one of Boston
College’s most active organizations. It is open
to all students at Boston College.
It is the Academy’s goal to educate students
about career opportunities, assist students in
training for a future professional career, and
establish professional contacts in business.
http://www.bc.edu/marketingacademy
marketing faculty
Bridget Akinc
Senior Lecturer
Audrey Azoulay-Sadka
Assistant Professor of the Practice
Alexander Bleier
Assistant Professor
S. Adam Brasel
Chairperson & Associate Professor
Henrik Hagtvedt
Associate Professor
Bradford Hudson
Associate Professor of the Practice & Assistant
Chairperson
Jon W. Kerbs
Senior Lecturer
Katherine N. Lemon
Accenture Professor
Gergana Y. Nenkov
Associate Professor
Hristina Nikolova
Coughlin Sesquicentennial Assistant Professor
Nailya Ordabayeva
Assistant Professor
Linda C. Salisbury
Associate Professor
Kathleen Seiders
Professor
Gerald E. Smith
Associate Professor
Arch Woodside
Professor
marketing concentration
Marketing is the business function responsible
for setting market strategy and giving strategic
direction to other business functions in the
firm. It centers around understanding the
wants and needs of a firm’s customers, be
they consumers or other businesses, and is
essential for properly positioning the company
within the firm’s target markets.
Consumers are increasingly arming themselves
with better information, making them
more demanding, less easily persuaded,
and less loyal to companies that don’t pay
close attention to their needs. Competition
is increasingly global and markets are
maturing faster; first mover and market leader
advantages can evaporate in a heartbeat.
This means that the successful company
is the one that can respond to changing
market demand faster than its competitors.
Marketing is one of the key tools in
keeping a company responsive and nimble.
Marketing professionals specialize not
only in understanding customer needs and
motivations. They also design and implement
strategies to ensure the company excels at
satisfying the customer.
The marketing concentration teaches critical
thinking, creative problem-solving, and a
mix of theory- and skill-based approaches
to marketing management and decision
making. Marketing represents a unique
mixture of quantitative statistics and analysis
with more lateral-thinking and behavioral
approaches to management. Recent advances
in technology, from social media to supplychain integration, have revolutionized the way
marketing is conducted. As a marketing major,
you will develop skills in market analysis,
creativity, and decision making by working
on varied marketing projects and programs
such as new product launches, pricing and
distribution strategies, service innovations,
sales force management, and digital marketing
campaigns.
Students interested in a career in marketing
often take more than the minimum four
courses beyond Marketing Principles in order
to enhance career preparation.
From the elective offerings available, students
can develop course sequences that support a
variety of different possible career paths. The
following combinations of marketing courses
are suggested for careers in marketing research
and analytics, retailing, product management,
sales, advertising, and sports marketing.
Students do not need to take all courses, but
should select at least two courses depending
on their interests. Students should consult with
a faculty advisor in the marketing department
for suggestions on other beneficial elective
courses in the Carroll School of Management
and the Morrissey College of Arts and Sciences.
marketing department
fulton 450
140 commonwealth avenue
chestnut hill, massachusetts 02467
(617) 552-0420 | www.bc.edu/marketing
Marketing Concentration