In this concentration, students learn important principles and applications of branding and brand management, how to develop and articulate marketing plan and sales strategy, how to conduct market research, collect and analyze data, and gain in-depth understanding of consumer behaviors in the global context and the impacts of national and geographic cultures.

This concentration also provides the technical skillsets necessary to function in the rapidly advancing digital marketing era. As marketing continues to develop alongside a range of new technological advancements, the need for professionals who understand the changing digital environment is greater than ever. Digital marketing skills are in serious demand and the digital skills gap is set to widen, the job market is growing and companies are putting more efforts into digital marketing than ever before.

Students choosing this concentration will complete the following courses:

  • Consumer Behavior and Culture
  • Marketing Research and Data Analytics
  • Digital and Social Media Marketing
  • Industry Infrastructure, Functional Aspects and Systems

Please note that there may be other requirements for completion or options for elective and specialized courses. Please see the academic catalog for the full curriculum. Course offerings and sequence are subject to change.