The Marketing concentration is designed for students who are interested in a career in the exciting and dynamic field of marketing. Students in the Marketing concentration, a four-course elective concentration, select from the courses noted.
After completing the Marketing concentration, students will have:
• An understanding of a broad marketing function in a variety of organizations;
• An exposure to a diverse set of specialties in marketing ranging from creative endeavors such as advertising and social media; marketing and digital analytics; research; strategy; sales, sports, retail and brand management; etc.
• An in-depth understanding of how current aspects of marketing, such as AI and strategic initiatives, contribute to the overall success of an organization.
The concentration teaches students how to use research and analytics to reach target markets with compelling storytelling that drives sales and profits for an organization, while also understanding the value of pro-bono work to benefit our society. Courses in the Marketing concentration deploy class discussions, lectures, multiple team projects with actual businesses, as well as simulation games as the primary means of pedagogy.
Past placement data indicate that approximately 25 percent of Babson students chose marketing-related jobs immediately after graduation. Because the field of marketing includes a wide-range and diverse number of positions - advertising, sales, market research, brand management, merchandising, etc. - students who elect the Marketing concentration have the flexibility to choose from a diverse set of marketing sub-field courses related to their specific interests and career goals.
In addition, the Marketing concentration ensures the integration of a variety of marketing sub-fields and powerful marketing strategy in the required capstone course, Strategic Marketing, which provides students with the opportunity to appreciate the power of marketing in the world today.
Sponsored by: Marketing Division
Faculty Contacts: Sandy Bravo
Approval of other courses to fulfill concentration requirements: Anne Roggeveen, Marketing Division Chair.
The Marketing Concentration requires the completion of a total of four (4) courses. Two (2) are required and two (2) are electives. For planning purposes, please note that required courses are generally offered every semester, while electives are usually offered once per academic year (either fall or spring). If a course in the catalog has an MKT prefix, it will count toward your marketing concentration.
Study abroad courses: Students who are studying abroad will be allowed one pre-approved marketing elective to count toward the marketing concentration requirement. Students with questions about study abroad course selections and/or approvals toward the marketing concentration should work directly with the Glavin Office.