Every organization, regardless of whether it is a for-profit, nonprofit, corporate, or government organization, engages in marketing activities. At its core, marketing is ultimately focused on facilitating exchanges that have positive value for everyone involved. Bentley’s marketing faculty have won numerous teaching and research awards because they develop courses and research ideas that are at the cutting edge of the constantly changing marketing landscape. The curriculum provides students with the theoretical background and practical experience to start their careers, but also to build their successes as their careers progress. Real-world projects and internship-for-credit courses, where students work and gain experience with leading organizations such as Apple, Microsoft, TJX Companies, the Boston Celtics, and the Boston Red Sox, ground their education with solid, real-world experience.
A marketing degree can lead to many career paths in areas such as marketing analytics, brand management, social-media marketing, marketing research, retailing and fashion, sales, advertising and promotion, international marketing, sports marketing, and new product development.
Marketing major requirements are flexible. Students can choose a General Marketing Concentration consisting of four required courses that provide the vital grounding in marketing concepts necessary for all marketing fields, along with four elective courses of their choice, which allows students the opportunity to tailor the curriculum to match their career goals. Alternatively, marketing students can choose a Digital Marketing Concentration consisting of the same four required fundamental courses as above, plus Digital Marketing, Digital Marketing Analytics, AI and Marketing, and one additional elective.
For further information about degree requirement policies and guidelines, see the Degree Requirements page.
Major Requirements
Major Courses (24 Credits)
| Course | Title | Credits |
|---|---|---|
| Required Courses | ||
| MK 250 | Marketing Essentials | 3 |
| MK 321 | Consumer Behavior | 3 |
| MK 322 | Marketing Research | 3 |
| MK 400 | Strategic Marketing Management | 3 |
| Concentration Courses (Students must select a concentration from the list below): | 12 | |
| Total Credits | 24 | |
The Business Environment (6 Credits)
| Course | Title | Credits |
|---|---|---|
| CS 305 | Business Processes and Systems | 3 |
| MG 300 | Strategic Management | 3 |
| Total Credits | 6 | |
General Degree Requirements
Foundations for Success (15 Credits)
| Course | Title | Credits |
|---|---|---|
| FDS 100 | Falcon Discovery Seminar | 3 |
| Communications and Writing | ||
| Select one from: | ||
| EMS 101 | Critical Reading and Writing | 3 |
| or EMS 101L | Critical Reading and Writing with Lab | |
| or EMS 102 | Critical Reading and Writing for ESOL | |
| or EMS 102L | Critical Reading and Writing for ESOL with Lab | |
| And one from: | ||
| EMS 104 | Multimodal Communication | 3 |
| or EMS 105 | Multimodal Communication for ESOL | |
| Information Technology | ||
| CS 100 | Solving Business Problems with Information Technology | 3 |
| Mathematical Sciences | ||
| Select one from: | ||
| MA 105 | Mathematical Foundations for Business | 3 |
| or MA 105L | Mathematical Foundations for Business with Lab | |
| or MA 107 | Applied Calculus for Business | |
| or MA 107L | Applied Calculus for Business with Lab | |
| or MA 131 | Calculus I | |
| or MA 131L | Calculus I with Lab | |
| Total Credits | 15 | |
Context and Perspectives (18 Credits)
| Course | Title | Credits |
|---|---|---|
| Students must take six courses, one in each category of Context and Perspectives: | ||
| Total Credits | 18 | |
Business Dynamics/Business Administration Minor (18 Credits)
| Course | Title | Credits |
|---|---|---|
| All courses are required: | ||
| AC 115 | Introduction to Financial Reporting and Analysis | 3 |
| EC 111 | Principles of Microeconomics | 3 |
| FI 118 | Introduction to Finance | 3 |
| LA 100 | Business Law | 3 |
| MG 116 | Human Dynamics in Organizations | 3 |
| ST 113 | Business Statistics | 3 |
| Total Credits | 18 | |
Communication Intensive
All students are required to take a three-credit course designated as a Communication Intensive. This requirement can be met within a variety of course subjects in both Arts & Sciences and Business. Communication Intensive courses are designated with a "CI" in the course schedule. Transfer students with a minimum of 30 credits will be waived from the Communication Intensive requirement.
Please note that certain majors have an additional three-credit Communication Intensive built into their major requirements, separate from the general CI requirement.
Additional Requirements
Arts and Sciences Electives (15 Credits)
| Course | Title | Credits |
|---|---|---|
| Select five Arts & Sciences elective courses | 15 | |
| Total Credits | 15 | |
Unrestricted Electives (24 Credits)
| Course | Title | Credits |
|---|---|---|
| Select eight elective courses | 24 | |
| Total Credits | 24 | |
Total: 120 Credits
Concentration Requirements
General Marketing Concentration
| Course | Title | Credits |
|---|---|---|
| Concentration Requirements | ||
| Three Marketing Electives (Any MK or PRS course not otherwise required) | 9 | |
| One Marketing-Related Elective 1 | 3 | |
| Total Credits | 12 | |
- 1
The Marketing-Related Elective can be fulfilled with any Business Elective as defined in the Elective Guide
Digital Marketing Concentration
The Concentration consists of 12 credits. Nine of those 12 credits are in MK while the remaining 3 are in XD.
| Course | Title | Credits |
|---|---|---|
| Concentration Requirements | ||
| MK 361 | Digital Marketing | 3 |
| MK 362 | Digital Marketing Analytics | 3 |
| MK 363 | AI and Marketing | 3 |
| Select one of the following: | 3 | |
| Content Strategy | ||
| Fundamentals of Design | ||
| Web Design I: Information Design, Principles and Practices | ||
| Total Credits | 12 | |