Why study marketing?

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As your first year draws to a close, you'll take an important professional step and declare a concentration in at least one of our principal fields of business. A marketing concentration will prepare you for a promising career in areas such as brand and product management, digital marketing, marketing research, marketing communications, and sales and account management.

Product design, research, pricing, packaging, transportation, advertising, selling, and servicing: marketing impacts every one of these essential aspects of business. In your coursework, you'll develop a deep understanding of the role marketers play in business and gain detailed insight into various aspects of marketing processes such as strategy, buyer behavior, market research and analytics, digital and mobile media, marketing communications, sales, services, and new product development. You'll explore the changing economic, political, legal, ethical, and cultural contexts in which marketing strategies must be developed.

Marketing pulls from both sides of my brain, analytical and creative. It is constantly evolving, always leaving me with a new challenge.

Bradley Applegate, BSBA'17

I especially enjoyed my Marketing Research class because it gave us a chance to learn a hard skill (statistical software) and work with a real life company to design a market research survey.

Kayla O'Neill, BSBA'17

Curriculum details

Find the full set of Marketing concentration requirements in Northeastern's Course Catalog. Concentrations complement the business degree programs offered, the BS in Business Administration and the BS in International Business. Upper-level students: Please consult the Course Catalog and your academic advisor to ensure your coursework is on track.

Electives grouped by career path

We have curated our Marketing electives into the following career-related collections to help you select a plan of study that matches your professional interests. You may, of course, craft your own journey through our wide-ranging list of Marketing electives.

  • MKTG 2720 Enabling Technologies for Consumer Engagement
  • MKTG 3501 Marketing Analytics
  • MKTG 4502 Managing Customer Engagement in a Service World
  • MKTG 4504 Advertising and Brand Promotion
  • MKTG 4506 Consumer Behavior
  • MKTG 4508 Digital Marketing
  • MKTG 4606 Digital, Analytics, Technology, and Automation Research Practicum
  • MKTG 4720 Understanding the Platform Economy
  • ENTR 4414 Bridging Conflict, Creating Diversity
  • MKTG 2301 Marketing and Society
  • MKTG 4220 Marketing in Asia
  • MKTG 4512 International Marketing
  • MKTG 2720 Enabling Technologies for Consumer Engagement
  • MKTG 4508 Digital Marketing
  • MKTG 4604 Creating Business Value with Data and AI Technologies
  • MKTG 4606 Digital, Analytics, Technology, and Automation Research Practicum
  • MKTG 4720 Understanding the Platform Economy

Please note that many of the following courses include live client-based projects.

  • ENTR 4414 Bridging Conflict, Creating Diversity
  • MKTG 2720 Enabling Technologies for Consumer Engagement
  • MKTG 3301 Marketing Management
  • MKTG 2602 Quantitative Analysis of Consumer Data (if not selected as a required course)
  • MKTG 3401 Marketing Research (if not selected as a required course)
  • MKTG 3402 Gaining Insights from Consumer Data
  • MKTG 3501 Marketing Analytics
  • MKTG 3720 Brand Management
  • MKTG 4502 Managing Customer Engagement in a Service World
  • MKTG 4504 Advertising and Brand Promotion
  • MKTG 4506 Consumer Behavior
  • MKTG 3401 Marketing Research (if not selected as a required course)
  • MKTG 3720 Brand Management
  • MKTG 4504 Advertising and Brand Promotion
  • MKTG 4506 Consumer Behavior
  • MKTG 4508 Digital Marketing
  • ENTR 4414 Bridging Conflict, Creating Diversity
  • MKTG 2602 Quantitative Analysis of Consumer Data (if not selected as a required course)
  • MKTG 3401 Marketing Research (if not selected as a required course)
  • MKTG 3301 Marketing Management
  • MKTG 3402 Gaining Insights from Consumer Data
  • MKTG 3501 Marketing Analytics
  • MKTG 4120 Undergraduate Research Practicum in Marketing
  • MKTG 4502 Managing Customer Engagement in a Service World
  • MKTG 4604 Creating Business Value with Data and AI Technologies
  • MKTG 4606 Digital, Analytics, Technology, and Automation Research Practicum
  • ENTR 4414 Bridging Conflict, Creating Diversity
  • MKTG 2301 Marketing and Society
  • MKTG 4502 Managing Customer Engagement in a Service World
  • MKTG 4506 Consumer Behavior
  • MKTG 3301 Marketing Management
  • MKTG 4420 Sales Management
  • MKTG 4502 Managing Customer Engagement in a Service World
  • MKTG 4504 Advertising and Brand Promotion
  • MKTG 4506 Consumer Behavior
  • MKTG 4520 Business-to-Business Marketing

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