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.
In addition to the specific major requirements described below, students must also complete all designated requirements in Foundations for Success, Contexts & Perspectives in the Arts & Sciences, Business Dynamics, Communication Intensive coursework, and the additional degree requirements for business majors. Details can be found in the Degree Requirements section of the catalogue, including the Overview and the Business Majors tabs.
| 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 | |
| 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
The Concentration consists of 12 credits. Nine of those 12 credits are in MK while the remaining 3 are in IDCC.
| Course | Title | Credits |
|---|---|---|
| Concentration Requirements | ||
| MK 361 | Digital Marketing | 3 |
| MK 362 | Digital Marketing Analytics | 3 |
| MK 363 | AI and Marketing | 3 |
| Choose 1 of the following: | 3 | |
| Fundamentals of Content Development | ||
| Fundamentals of Design | ||
| Web Design I: Information Design, Principles and Practices | ||
| Total Credits | 12 | |