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Marketing Major

What You’ll Learn

Learn the foundations of marketing—product, place, price, promotion—and how these concepts impact business strategy and execution in different industries and traditional and digital contexts. Understand the importance of relationships with customers and channel partners.

Topics, skills, and concepts

  • Marketing fundamentals, segmentation, targeting, positioning, strategy, brand management
  • Consumer behavior, marketing research, analytics, digital marketing, social media
  • New product innovation, global business, supply chain management/distribution, communications, sports marketing, sales, management, pricing, retailing

in the U.S. for undergraduate marketing programs
U.S. News & World Report, 2022-2023

Prepare for Your Marketing Career

Average starting salary


Key employers

Amazon, BP, Epic Systems, Facebook, Google, Grainger, Green Bay Packers, IBM, Intuit, Kohler, Kohls, Lands End, Medline Industries, Oracle, Ovative Group, P&G, Target, TTI Global, Yelp

Knowledge and abilities

  • Use of digital tools, data analysis, ability to formulate marketing strategies related to price, product, promotion, and distribution
  • Analytical thinking, creativity, communication

Common job titles

  • Merchandise Analyst
  • Marketing Assistant
  • Client Service Associate

Common Career Paths

Market research covers the following process: defining a business problem, designing research, identifying data sources and types, collecting data, analyzing and interpreting data, and preparing to communicate results in a way that others can understand the story the data is telling. Once the research is completed, it can be used to determine how to market a product and/or service.

Advertising, PR, and Communications help build brands and communicate with target audiences. The most basic difference between them is that advertising space is paid while public relations results are earned through providing the media with information while marketing communication channels focus on any way a business communicates a message to its desired market, or the market in general. Students should also consider a Journalism degree, pursuing the Strategic Communications track.

Brand management involves developing a strategic direction for a brand based on what consumers want. It is not just about lowering price or creating commercials, although they are elements of a strategic plan. Rather, managing a brand means finding a way to deliver value to consumers.

Digital media professionals are those that are tasked with using the online and mobile to generate exposure, opportunity, and sales to companies. These individuals create communication and utilization strategies for different platforms by researching and understanding the target consumer and how they best receive information.

Supply chain management focuses on the movement of products and information along the value chain. The organizations that make up the supply chain are “linked” together through physical flows and information flows. Key tasks are focused on integrating marketing, sourcing, production, logistics, and information systems—not only within the organization, but also with business partners and customers.

Individuals who go into sales are typically competent in several areas of business, as they have to identify opportunities for growth and development and strategize to pursue them. These professionals have a consultative relationship with customers and sell and implement sales promotions and programs and create and execute business plans.

Sports marketing focuses both on the promotion of sports events and teams as well as the promotion of other products and services through sporting events and sports teams. Individuals who pursue careers in sports marketing are typically skilled in several areas of business, highly collaborative and motivated by a rooted personal interest in sports. Sports marketing can be defined as a marketing strategy that is aimed at promoting sporting events, equipment or products and services using an athlete or a team. An individual who works in sports marketing works to develop marketing campaigns that will bolster fan engagement and attract business sponsors. They support the revenue goals of sporting arenas, leagues, university sports teams, professional sports franchises, and other sports-related organizations. A sports marketer has to combine different areas of marketing, including public relations, website optimization and advertising, etc. Some other tasks may include negotiating contracts with strategic sponsors and observing current trends and methods to enhance the experience of fans and garner the attention of potential sponsors or partners.

Go Beyond the Classroom

Peter Feigin, Milwaukee Bucks President, speaking to a class at Grainger Hall

Students create personal marketing plans, conduct SWOT analyses, develop marketing strategies, learn coding and how to analyze big data, learn the application of qualitative and quantitative marketing research methods, and participate in research studies.

Students travel with a short-term study abroad, participate in simulations, and perform logistics optimizations and network design activities.

Meet the Marketing Team

Career coach

Use Starfish to make an appointment with your career coach.

Craig C. Wiroll

Craig Wiroll

Career coach

Pathway consultant

Kelly Newbold Boudreau

Kelly Newbold Boudreau

Marketing Program Director