Formerly offered as Digital Marketing & Analytics
The Marketing Management major equips students with the knowledge and skills to develop and implement marketing strategies. The major consists of a core business base and a set of courses that treat marketing as an integrated part of a firm’s overall strategy. The major provides students with sufficient depth in both the analytical and strategic aspects of marketing to successfully use these tools to meet marketing and firm objectives. The marketing management curriculum is designed to provide School of Business students with a solid grounding in marketing principles, consumer behavior, and marketing research. This major is only open to students at the Hartford and Stamford regional campuses.
Bachelor of Science Requirements
Marketing Management 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.
Residence Requirement
In addition to the School of Business residence requirements for all majors, a Marketing Management major must complete the two required Marketing courses, MKTG 3208 Consumer Behavior and MKTG 3260 Marketing Research and one of the three 3-credit required 3000-4000 MKTG electives, in residence at the University of Connecticut. Education Abroad and NSE 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 including MKTG 3101 Introduction to Marketing Management, Marketing Management majors must take two required Marketing courses: MKTG 3208 Consumer Behavior and MKTG 3260 Marketing Research, and nine credits consisting of three 3000-4000 level courses in marketing.
Limit on Major Credits
No Marketing Management major may count more than 22 marketing credits beyond MKTG 3101 Introduction to Marketing Management toward those credits presented for degree requirements.
Choices of electives should be made in consultation with their advisors based upon the students’ interests and career goals.
Optional Concentration
Additionally, Marketing Management majors may complete a concentration in:
Digital Marketing & Analytics
To complete a concentration in Digital Marketing & Analytics, a student must complete MKTG 3661 Marketing and Digital Analytics and MKTG 3665 Digital Marketing, and one (1) three credit MKTG 3000/4000-level elective, receiving a grade of “C” or better in each course.
Internships in Marketing
The Marketing Department offers a for-credit internship course (MKTG 4881 Internship in Marketing) for Marketing Management majors. Internships are designed to provide students with professional experience in the world of marketing, 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.
