Georgetown University’s McDonough School of Business offers an undergraduate concentration in Marketing designed for students who expect to have a career in which marketing plays a central role. Those who recently earned a Marketing Concentration from the McDonough School of Business are employed in brand management, revenue management, business development, consulting, marketing research, public relations, and advertising. These jobs have been in industries as diverse as high tech, politics, non-profit, consumer products, financial services, and health care.
The courses in the Marketing Concentration provide the skills students need to excel in these career paths. Students learn to understand the customer, which makes it easier to identify where value can be created, and to deliver value to the customer by managing brand equity through new product development, pricing, distribution, and promotion. Finally, students who complete the Marketing Concentration learn how to manage the firm's ongoing relationships with its customers, channel members, suppliers, and competitors.
Student Learning Goals for Completion of the Marketing Major:
• Learn the importance of understanding consumers and use that knowledge to develop organizational strategies to maximize sales and profits;
• Learn key concepts for understanding consumers and developing effective value propositions to influence their choices and brand loyalty;
• Develop abilities to carry out research to understand consumers and the likely effects of planned marketing strategies on their behavior;
• Learn how to segment markets and develop targeting and positioning strategies for key segments;
• Learn how organizations develop integrated marketing strategies to effectively combine product and service offerings with clever pricing tactics, powerful promotion campaigns, and careful use of various electronic and bricks-and-mortar deliver systems; and
• Prepare students for careers in marketing, brand management, advertising, retailing, marketing research, and social media.
Students interested in the marketing major can view this presentation to learn more about the major's requirements and where marketing majors go after graduation.
Students pursuing the marketing major are required to complete five classes beyond the required MKTG 220 Principles of Marketing. These include:
- Buyer Behavior: MARK 222 (spring only)
- Marketing Research: MARK 221 (fall only)
- Marketing Strategy: MARK 250 (spring only)
Electives - Students may choose two of the following:
- Advertising Campaign Planning: MARK 237 (spring only)
- Electronic Commerce: OPIM 256 (spring only)
- Global Logistics/Supply Chain: OPIM 262 (spring only)
- International Marketing: MARK 223 (fall and spring)
- Promotional Strategy: MARK 230 (fall only)
- Sports Marketing Strategy: MARK 233 (spring only)
- Innovation & New Idea Management: MARK 215 (every other fall)
- Brand Management: MARK 240 (fall only)
For an overview of the required courses in this concentration, consult the undergraduate course catalog.
For questions about the marketing major, students may contact the marketing faculty advisor, Professor Marlene Morris Towns.