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. For specific focus, marketing students can select a concentration in a focal domain, including the Digital Marketing Concentration, Marketing Analytics Concentration, or Business of Fashion Concentration. Each Concentration consists of the same four required fundamental courses as above, plus four electives closely related to the domain of concentration.
For further information about degree requirement policies and guidelines, see the Degree Requirements page.
Major Requirements
Major Courses (24 Credits)
Course List | Course | Title | Credits |
| |
| MK 250 | Marketing Essentials | 3 |
| MK 321 | Consumer Behavior | 3 |
| MK 322 | Marketing Research | 3 |
| MK 400 | Strategic Marketing Management | 3 |
| 12 |
| |
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The Business Environment (6 Credits)
Course List | Course | Title | Credits |
| CS 305 | Business Processes and Systems | 3 |
| MG 300 | Strategic Management | 3 |
General Degree Requirements
Foundations for Success (15 Credits)
Course List | Course | Title | Credits |
| FDS 100 | Falcon Discovery Seminar | 3 |
| |
| EMS 101 | Critical Reading and Writing | 3 |
| or EMS 101L | Critical Reading and Writing with Lab |
| or EMS 102 | Critical Reading and Writing for Multilingual Students |
| or EMS 102L | Critical Reading and Writing for Multilingual Students with Lab |
| |
| EMS 104 | Multimodal Communication | 3 |
| or EMS 105 | Multimodal Communication for Multilingual Students |
| CS 100 | Solving Business Problems with Information Technology | 3 |
| |
| 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 |
Context and Perspectives (18 Credits)
Course List | Course | Title | Credits |
| |
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| |
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Business Dynamics/Business Administration Minor (18 Credits)
Course List | Course | Title | Credits |
| |
| 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 |
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 "Communication Intensive" course tag in Workday. 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 List | Course | Title | Credits |
| 15 |
Unrestricted Electives (24 Credits)
Course List | Course | Title | Credits |
| 24 |
Total: 120 Credits
Concentration Requirements
General Marketing Concentration
Course List | Course | Title | Credits |
| 9 |
| 1 | 3 |
The Business of Fashion Concentration
Course List | Course | Title | Credits |
| MK 339 | Fashion Merchandising and Buying | 3 |
| MK 344 | Retailing | 3 |
| MK 346 | Luxury Marketing | 3 |
| 3 |
| Fashion Film and Food in South Asia | |
| Supply Chain and Operations Fundamentals | |
| Supply Chain Management | |
| Negotiating | |
| Customer Insights Using Analytics | |
| Digital Marketing | |
| Strategic Brand Management | |
| Environmental Science and Sustainability | |
| Science of Sustainability | |
| Effective Selling | |
| Sales Management | |
| Sales Strategy and Technology | |
| Popular Culture in Consumer Societies | |
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 List | Course | Title | Credits |
| MK 361 | Digital Marketing | 3 |
| MK 362 | Digital Marketing Analytics | 3 |
| MK 363 | AI and Marketing | 3 |
| 3 |
| Content Strategy | |
| Fundamentals of Design | |
| Interface Design | |
Marketing Analytics Concentration
Course List | Course | Title | Credits |
| MK 340 | Customer Insights Using Analytics | 3 |
| MK 362 | Digital Marketing Analytics | 3 |
| MK 364 | Innovative Marketing Analytics with AI | 3 |
| MA 250 | Data Visualization | 3 |
