Marketing (BS)
The Marketing major provides business students with the analytical tools for the following strategic decisions for the firm: which markets and customers to serve, with which products and services, and how it will compete. Students study the management of customers, distribution channels, products and brands, communications, and pricing and the use of information for marketing decisions.
Bachelor of Science Requirements
Marketing majors are required to achieve a cumulative 2.0 grade point average for the total of all Marketing (MKTG) courses for which they have been registered at the University of Connecticut, excluding grades and credits for independent studies and internships. A letter grade of “C” or higher must be achieved in each individual course fulfilling the Digital Marketing & Analytics or Professional Sales Leadership concentrations.
Residence Requirement
In addition to the School of Business residence requirements for all majors, a Marketing major must complete MKTG 3208 Consumer Behavior, MKTG 3260 Marketing Research, and MKTG 4362 Marketing Planning and Strategy in residence at the University of Connecticut. Education Abroad courses may not be used to meet this requirement.
Required Major Courses
In addition to the courses outlined in the Common Body of Knowledge and Capstone Requirements, Marketing majors must take:
| Course | Title | Credits |
|---|---|---|
| MKTG 3208 | Consumer Behavior | 3 |
| MKTG 3260 | Marketing Research | 3 |
| MKTG 4362 | Marketing Planning and Strategy | 3 |
| Two 3000-4000 level courses in marketing 1 | 6 | |
| Total Credits | 15 | |
- 1
A maximum of three (3) credits of MKTG 4881 Internship in Marketing, MKTG 4882 Practicum in Professional Sales, or MKTG 4899 Independent Study can be counted toward this requirement.
Optional Concentrations
Additionally, marketing majors may complete one concentration in:
Digital Marketing & Analytics
To complete a concentration in Digital Marketing & Analytics, a student must complete the following courses, receiving a grade of “C” or “S” or better in each course.
| Course | Title | Credits |
|---|---|---|
| MKTG 3661 | Marketing and Digital Analytics | 3 |
| MKTG 3665 | Digital Marketing | 3 |
| One 3000 or 4000-level MKTG course | 3 | |
| Total Credits | 9 | |
Professional Sales Leadership
To complete a concentration in Professional Sales Leadership, a student must complete the following courses, receiving a grade of “C” or “S” or better in each course.
| Course | Title | Credits |
|---|---|---|
| MKTG 3452 | Professional Selling | 3 |
| MKTG 3454 | Sales Management and Leadership | 3 |
| One 3000 or 4000-level MKTG course | 3 | |
| Total Credits | 9 | |
Social Responsibility and Impact in Business
To complete a concentration in Social Responsibility and Impact in Business, a student must complete the following courses, receiving a grade of “C” or “S” or better in each course.
| Course | Title | Credits |
|---|---|---|
| Select two of the following: | 6 | |
| Business and Human Rights | ||
| Sustainability, Markets, and Society | ||
| Social Responsibility and Accountability in Business | ||
| Global Issues in Marketing for Social Impact | ||
| Marketing Strategy for Environmental and Social Impact | ||
| One 3000 or 4000-level MKTG course | 3 | |
| Total Credits | 9 | |
Limit on Major Credits
No Marketing major may count more than 22 3000/4000-level Marketing credits beyond MKTG 3101 Introduction to Marketing Management toward those credits presented for degree requirements.
Internships in Marketing
The Marketing Department offers two for-credit internship programs: Marketing (MKTG 4881 Internship in Marketing) and Professional Sales (MKTG 4882 Practicum in Professional Sales). These internships are designed to provide students with professional experience in the world of marketing and sales, build valuable professional relationships, and open the door for future employment opportunities. Internship courses are offered during summer session, fall semester, and winter intersession, with field work usually completed in the summer before senior year or the winter before the student’s last semester. For more information, visit the Marketing Department website.
University General Education Requirements
Every student must meet a set of core requirements to earn a baccalaureate degree, in addition to those required by the student's major course of study and other requirements set by the student's school or college. For more information about these requirements, please see General Education Requirements.
School of Business Degree Requirements
Students must meet a set of requirements established by the school in addition to the University's General Education requirements. For more information, see the School of Business section of this catalog.