Marketing
Marketing is the business function responsible for setting market strategy, thereby also giving direction to other business functions in the firm. Among its main priorities, marketing focuses on understanding the needs of a firm鈥檚 customers; developing, promoting, and selling products to satisfy those needs; properly positioning the firm鈥檚 brands and offerings within their target markets; and developing and maintaining mutually beneficial relationships with customers, be they consumers or other businesses.
Marketing offers a number of varied and interesting career paths, from sales, advertising, and product development, to marketing research, retailing, and brand management. A marketing degree is a valuable asset in many business sectors, for large or small companies, for-profit or non-profit firms, goods or services, and consumer or business-to-business environments.
In the digital mobile economy, consumers are increasingly armed with more and better information, making them more demanding, less gullible, and less loyal to companies that don鈥檛 pay close attention to their needs. Competition is increasingly global, and markets mature faster; first-mover and market-leader advantages can evaporate quickly. Advances in production and service delivery make it very difficult to compete on quality, and production or distribution advantages are difficult to sustain in the long term.
Successful companies typically respond to changing market demands faster than their competitors, and marketing is essential for keeping a company responsive and nimble. Today鈥檚 focus on the customer has caused marketing and the marketing concept to become increasingly central in management decisions, and marketing tends to be fully integrated with other functional areas in leading companies.
Regardless of your specific interests within marketing, Boston College will help you understand the marketing functions and its financial, social, and ethical responsibilities. The marketing program at 集美麻豆teaches critical thinking, creative problem-solving, and a mix of theory- and skill-based approaches to marketing management and decision-making. On the research side, those approaches include both qualitative explorations and quantitative analyses to attain customer insights. Recent advances in technology, from social media to supply-chain integration, have revolutionized the way marketing is conducted. As a marketing major, you will develop skills in market analysis and decision-making by working on varied marketing projects and programs such as new product launches, pricing and distribution strategies, service innovations, sales force management, and internet marketing campaigns.
Undergraduate Concentration in Marketing
Marketing Principles (MKTG1021) is a prerequisite for all other Marketing courses. Beyond the required core course, students must take four courses for the Marketing concentration. Of these four courses, the two required are as follows:
- MKTG2153 Customer Research and Insights for Marketing Decisions
- MKTG4256 Applied Marketing Management
Customer Research is a prerequisite for Applied Marketing Management. Typically, Applied Marketing Management is taken in the senior year.
The two additional courses may be taken from any of the following electives:
- MKTG2152 Consumer Behavior
- MKTG3114聽Strategic Pricing and Marketing
- MKTG3148 Services Marketing
- MKTG3153 Multichannel Retailing
- MKTG3154 Integrated Marketing Communications
- MKTG3156 Digital Marketing
- MKTG3157 Professional Selling and Sales Management
- MKTG3158 Product Management
- MKTG3165 Strategic Brand Management
- MKTG3177 Heritage Marketing
- MKTG3180 Sports Marketing
- MKTG3258 Marketing Analytics for Customer Insights
- MKTG3260 Sustainable Behavior of Consumers, Firms, & Societies
- MKTG3270 Food Marketing
- MKTG3625 Luxury Marketing
- MKTG6157 Strategic Selling and Persuasion
- MKTG6610 Sports Marketing
- MKTG6635 New Media Industries
Students interested in a career in marketing often take more than the minimum four courses in order to enhance career preparation.
Students are cautioned, however, against becoming too narrowly specialized.
MKTG4911聽(Independent Study, 3 credits) provides creative learning opportunities and is offered for enrichment purposes only. It does not count toward the Marketing concentration. Independent Study enables a student to focus on a topic of their own choice working with a marketing professor.
Marketing Minor
This minor is for non-Carroll School students who are interested in developing quantitative and qualitative marketing knowledge and skills to be better prepared for careers in marketing and advertising.
Required Course Sequence:
- ACCT1021 Introduction to Financial Accounting
- MKTG1021 Marketing Principles
- MKTG2153 Customer Research for Marketing Decisions
- MKTG4256 Applied Marketing Management
2 electives:
Choose two MKTG electives from course list available at bc.edu/marketing.
Information for Study Abroad
Only one course from an international university can be considered for concentration credit. Customer Research for Marketing Decisions (MKTG2153) and Applied Marketing Management (MKTG4256) cannot be taken abroad.
All students wishing to study abroad must first meet with an advisor from the Office of International Programs. If accepted into the study abroad program and approved by the Undergraduate Dean's Office, the student should then fill out the Study Abroad Course Evaluation form on the Student Services website.
All approvals must be obtained prior to going abroad. No approvals will be granted after the course has been completed.
Boston College AMA Chapter
The Boston College collegiate chapter of the American Marketing Association is affiliated with both the National and Boston AMA organizations. The aim of the Boston College chapter is to expose its members who are committed to and passionate about a marketing career to industry professionals, organizations, and events that will further their experience.
Boston College Marketing Academy
The Marketing Academy is one of Boston College鈥檚 most active organizations. It is open to all students at Boston College.
It is the Academy鈥檚 goal to educate students about career opportunities, assist students in training for a future professional career, and establish professional contacts in business.