Skip to Interior Page Content

Marketing Concentration

Marketing involves all the issues surrounding bringing a product or service to the marketplace, informing customers of its existence, how to price it, and how to measure its success. 

The Marketing curriculum intends to introduce the student to the role of marketing in business and nonprofit settings, and in society. Prepared with this background, our graduates are recruited by employers for roles in client relations, sales, advertising and promotion, brand management, distribution, international marketing, marketing research, marketing consulting, logistics, purchasing, product management, retailing, and sales.


We use case analyses, discussion groups, experiential exercises, research reports, seminars, field projects, lectures, outside speakers, and the Advertising and Marketing Association, together with national marketing/advertising competitions (the American Advertising Federation competition), for the basis of our curriculum.

Typical coursework includes classes such as:

  • Marketing Research Techniques
  • Consumer Behavior and Marketing Strategy
  • Global Marketing
  • Customer Analytics and Brand Strategy
  • Digital Strategy & Analytics
  • Advertising and Promotional Aspects of Marketing
  • Integrated Marketing Communications Campaigns
  • Advertising and Promotional Aspects of Marketing - Media Lab
  • Integrated Marketing Communications Campaigns - Media Lab
  • Developing & Managing Innovative Products
  • Topics in Marketing: Business of Media
  • Big Data Marketing Analytics

Course offerings are subject to change each semester.


Why Choose Marketing? 

According to the Bureau of Labor Statistics, overall employment of advertising, promotions, and marketing managers is projected to grow 8% from 2018 to 2028, faster than the average for all occupations. Employment growth will vary by occupation.

If you enjoy creativity, working with people, and having a job that is different every single day, then marketing may be for you.

Careers in Marketing

Marketing professionals may pursue a wide variety of specialty areas, including the following:


Advertising is responsible for all communications with customers and clients.

Brand Management

The brand manager is responsible for all strategic (long-term) and tactical (short-term) decisions made on behalf of a brand.

Entertainment Marketing

Entertainment marketing includes marketing TV/radio broadcasting, event management, gaming and toys, motion pictures, music, publishing, sports, and tourism.


Sales matches customer needs with company offerings.


Retail is the operations, logistics, buying, customer service, merchandising, store design, market research, and promotions for retail organizations.

Marketing Research

Marketing research is the systematic and objective identification, collection, analysis, dissemination, and use of information to improve decision making related to identifying and solving problems and opportunities in marketing.

Marketing Analytics

Marketing analytics uses statistical techniques to analyze and track data to help managers make more informed decisions.

Connect With Us

McIntire’s Office of Undergraduate Admission collaborates with prospective B.S. in Commerce students, helping in a variety of ways.

We encourage prospective students to contact us early in the admissions process to take advantage of all of our advising opportunities, including academic advising, information sessions, and other events, or to connect with a student ambassador. 

Learn More