{"id":6363,"date":"2025-03-16T17:57:55","date_gmt":"2025-03-16T21:57:55","guid":{"rendered":"https:\/\/www.golive.clarku.edu\/school-of-business\/?page_id=6363"},"modified":"2025-07-31T10:07:54","modified_gmt":"2025-07-31T14:07:54","slug":"curriculum","status":"publish","type":"page","link":"https:\/\/www.clarku.edu\/business\/academics\/undergraduate-programs\/marketing-bs\/curriculum\/","title":{"rendered":"Curriculum"},"content":{"rendered":"\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\">\n<h1 class=\"wp-block-heading\" id=\"h-marketing-b-s\">Marketing, B.S.<\/h1>\n\n\n<?xml encoding=\"utf-8\" ?><nav class=\"is-responsive wp-block-navigation is-layout-flex wp-block-navigation-is-layout-flex\" aria-label=\"Marketing BS sub-menu\" data-wp-interactive=\"core\/navigation\" data-wp-context='{\"overlayOpenedBy\":{\"click\":false,\"hover\":false,\"focus\":false},\"type\":\"overlay\",\"roleAttribute\":\"\",\"ariaLabel\":\"Menu\"}'><button aria-haspopup=\"dialog\" aria-label=\"Open menu\" class=\"wp-block-navigation__responsive-container-open\" data-wp-on--click=\"actions.openMenuOnClick\" data-wp-on--keydown=\"actions.handleMenuKeydown\"><svg width=\"24\" height=\"24\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewbox=\"0 0 24 24\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M4 7.5h16v1.5H4z\"><\/path><path d=\"M4 15h16v1.5H4z\"><\/path><\/svg><span class=\"menu-title\">Marketing BS sub-menu<\/span><\/button>\n\t\t\t\t<div class=\"wp-block-navigation__responsive-container\" id=\"modal-1\" data-wp-class--has-modal-open=\"state.isMenuOpen\" data-wp-class--is-menu-open=\"state.isMenuOpen\" data-wp-watch=\"callbacks.initMenu\" data-wp-on--keydown=\"actions.handleMenuKeydown\" data-wp-on--focusout=\"actions.handleMenuFocusout\" tabindex=\"-1\">\n\t\t\t\t\t<div class=\"wp-block-navigation__responsive-close\" tabindex=\"-1\">\n\t\t\t\t\t\t<div class=\"wp-block-navigation__responsive-dialog\" data-wp-bind--aria-modal=\"state.ariaModal\" data-wp-bind--aria-label=\"state.ariaLabel\" data-wp-bind--role=\"state.roleAttribute\">\n\t\t\t\t\t\t\t<button aria-label=\"Close menu\" class=\"wp-block-navigation__responsive-container-close\" data-wp-on--click=\"actions.closeMenuOnClick\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewbox=\"0 0 24 24\" width=\"24\" height=\"24\" aria-hidden=\"true\" focusable=\"false\"><path d=\"m13.06 12 6.47-6.47-1.06-1.06L12 10.94 5.53 4.47 4.47 5.53 10.94 12l-6.47 6.47 1.06 1.06L12 13.06l6.47 6.47 1.06-1.06L13.06 12Z\"><\/path><\/svg><\/button>\n\t\t\t\t\t\t\t<div class=\"wp-block-navigation__responsive-container-content\" data-wp-watch=\"callbacks.focusFirstElement\" id=\"modal-1-content\">\n\t\t\t\t\t\t\t\t<ul class=\"wp-block-navigation__container is-responsive wp-block-navigation\"><li class=\" wp-block-navigation-item wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\" href=\"https:\/\/www.clarku.edu\/business\/academics\/undergraduate-programs\/marketing-bs\/\"><span class=\"wp-block-navigation-item__label\">Overview<\/span><\/a><\/li><li class=\" wp-block-navigation-item wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\" href=\"https:\/\/www.clarku.edu\/business\/academics\/undergraduate-programs\/marketing-bs\/curriculum\/\"><span class=\"wp-block-navigation-item__label\">Curriculum<\/span><\/a><\/li><li class=\" wp-block-navigation-item wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\" href=\"https:\/\/www.clarku.edu\/business\/academics\/undergraduate-programs\/marketing-bs\/careers\/\"><span class=\"wp-block-navigation-item__label\">Careers<\/span><\/a><\/li><\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/nav>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-curriculum\">Curriculum<\/h2>\n\n\n\n<div class=\"wp-block-columns sidebar is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:45rem\">\n<p>As a marketing major, you\u2019ll become well-versed in advertising, communications, consumer behavior, public relations, and marketing strategy and research \u2014 skills useful in any field or career. You\u2019ll be introduced to the principles and practices of marketing and communications, and have an opportunity to explore branding, product management, buyer behavior, and market research in advanced elective coursework.<\/p>\n\n\n\n<p>Like all undergraduate programs in the School of Business, the marketing major includes a core of seven business courses that expose you to all functional areas of business, including accounting, economics, management communications, information systems, and more, while you also learn the critical thinking and communication skills that are essential in a liberal arts environment and vital to the success of today\u2019s marketing professionals.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-requirements\">Requirements<\/h3>\n\n\n\n<p>The marketing major requires 12 units of courses, including seven core business courses, three required marketing courses, one elective marketing course, and a capstone course, three marketing required courses, and one elective marketing course.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<aside class=\"wp-block-group boxout has-white-color has-blue-background-color has-text-color has-background has-link-color wp-elements-e77231dea8c76897f3f6f7edc90b9c37 is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-12dd3699 wp-block-group-is-layout-constrained\">\n<h4 class=\"wp-block-heading\" id=\"h-academic-advisor\">Academic advisor<\/h4>\n\n\n\n<p><a href=\"mailto:lburgess@clarku.edu\" target=\"_blank\" rel=\"noreferrer noopener\">Laura Burgess<\/a><br>Carlson Hall, Room 229<br>+1-508-793-7744<\/p>\n<\/aside>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button has-custom-width wp-block-button__width-100\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.clarku.edu\/business\/academics\/undergraduate-programs\/marketing-bs\/curriculum\/assurance-of-learning\/\">Assurance of learning<\/a><\/div>\n<\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-catalog\">Catalog<\/h4>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-gray-800-background-color has-background wp-element-button\" href=\"https:\/\/catalog.clarku.edu\/preview_program.php?catoid=35&amp;poid=7248&amp;returnto=2879\">Major<\/a><\/div>\n\n\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-gray-800-background-color has-background wp-element-button\" href=\"https:\/\/catalog.clarku.edu\/preview_program.php?catoid=35&amp;poid=7214&amp;returnto=2879\">Minor<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-featured-courses\">Featured courses<\/h3>\n\n\n<div class=\"wp-block-group is-layout-grid wp-block-group-is-layout-grid clarku_cl_cards clarku-post-filter-grid \">\t \n<div class=\"clarku-course\">\n\t<figure>\n\t\t<img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"200\" src=\"https:\/\/www.clarku.edu\/business\/wp-content\/uploads\/sites\/2\/2024\/11\/digital-marketing-300x200-jpg.avif\" class=\"clarku-block-card-img clarku-block-card-img-full wp-post-image\" alt=\"Digital Marketing - examples of data\" srcset=\"https:\/\/www.clarku.edu\/business\/wp-content\/uploads\/sites\/2\/2024\/11\/digital-marketing-300x200-jpg.avif 300w, https:\/\/www.clarku.edu\/business\/wp-content\/uploads\/sites\/2\/2024\/11\/digital-marketing-768x512-jpg.avif 768w, https:\/\/www.clarku.edu\/business\/wp-content\/uploads\/sites\/2\/2024\/11\/digital-marketing-jpg.avif 900w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>\t\t<div class=\"course-tags\">\n\t\t\t\t\t<\/div>\n\t<\/figure>\n\t<div class=\"course-content\">\n\t\t\t\t<div class=\"eyebrow\">MKT 238<\/div>\n\t\t\n\t\t\t\t<h3 class=\"wp-block-heading\">Digital Marketing<\/h3>\n\t\t\n\t\t\t\t<p><p>A macro overview of digital marketing from display and search to affiliate and mobile, you\u2019ll learn practical, real-world techniques and experiences to complete a series of group exercises and presentations.<\/p>\n<\/p>\n\t\t\n\t<\/div>\n<\/div>\n \n<div class=\"clarku-course\">\n\t<figure>\n\t\t<img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"200\" src=\"https:\/\/www.clarku.edu\/business\/wp-content\/uploads\/sites\/2\/2024\/11\/branding-concepts-300x200-jpg.avif\" class=\"clarku-block-card-img clarku-block-card-img-full wp-post-image\" alt=\"branding concepts - Team advertising designer creative start-up team discussing ideas in office.\" srcset=\"https:\/\/www.clarku.edu\/business\/wp-content\/uploads\/sites\/2\/2024\/11\/branding-concepts-300x200-jpg.avif 300w, https:\/\/www.clarku.edu\/business\/wp-content\/uploads\/sites\/2\/2024\/11\/branding-concepts-768x512-jpg.avif 768w, https:\/\/www.clarku.edu\/business\/wp-content\/uploads\/sites\/2\/2024\/11\/branding-concepts-jpg.avif 900w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>\t\t<div class=\"course-tags\">\n\t\t\t\t\t<\/div>\n\t<\/figure>\n\t<div class=\"course-content\">\n\t\t\t\t<div class=\"eyebrow\">MKT 237<\/div>\n\t\t\n\t\t\t\t<h3 class=\"wp-block-heading\">Branding Concepts and Principles<\/h3>\n\t\t\n\t\t\t\t<p><p>Brand management is critical for both large and small organizations. This course introduces the key concepts and principles of branding as a critical part of the new business landscape.<\/p>\n<\/p>\n\t\t\n\t<\/div>\n<\/div>\n \n<div class=\"clarku-course\">\n\t<figure>\n\t\t<img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"200\" src=\"https:\/\/www.clarku.edu\/business\/wp-content\/uploads\/sites\/2\/2024\/11\/marketing-management-300x200-jpg.avif\" class=\"clarku-block-card-img clarku-block-card-img-full wp-post-image\" alt=\"marketing team looking over charts\" srcset=\"https:\/\/www.clarku.edu\/business\/wp-content\/uploads\/sites\/2\/2024\/11\/marketing-management-300x200-jpg.avif 300w, https:\/\/www.clarku.edu\/business\/wp-content\/uploads\/sites\/2\/2024\/11\/marketing-management-768x512-jpg.avif 768w, https:\/\/www.clarku.edu\/business\/wp-content\/uploads\/sites\/2\/2024\/11\/marketing-management-jpg.avif 900w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>\t\t<div class=\"course-tags\">\n\t\t\t\t\t<\/div>\n\t<\/figure>\n\t<div class=\"course-content\">\n\t\t\t\t<div class=\"eyebrow\">MKT 230<\/div>\n\t\t\n\t\t\t\t<h3 class=\"wp-block-heading\">Marketing Management<\/h3>\n\t\t\n\t\t\t\t<p><p>Learn key concepts and principles while you analyze real marketing issues. Become a better consumer and master topics including research and information systems, consumer behavior, and nonprofit marketing.<\/p>\n<\/p>\n\t\t\n\t<\/div>\n<\/div>\n<\/div>\n\n\n\n\n<div class=\"wp-block-columns sidebar is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:45rem\">\n<h3 class=\"wp-block-heading\" id=\"h-skills-you-ll-learn\">Skills you&#8217;ll learn<\/h3>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n\n\n\n<p>All undergraduates in the School of Business develop a toolkit of essential skills crucial to any field of study or career: effective written and oral communication, an understanding of team dynamics, knowledge of business ethics, and solid critical thinking.<\/p>\n\n\n\n<p>In addition, the marketing major will teach you to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Evaluate major approaches to digital marketing, including search engine optimization, search and display ads, mobile marketing, social media, and online listening\/monitoring,<\/li>\n\n\n\n<li>Gauge marketing campaign effectiveness using key performance indicators and other qualitative and quantitative techniques<\/li>\n\n\n\n<li>Understand how marketing concepts and tools can help any organization be more successful<\/li>\n\n\n\n<li>Analyze marketing problems and develop innovative solutions to complex management challenges<\/li>\n\n\n\n<li>Develop marketing and brand management strategies to position companies and products for target consumer segments<\/li>\n\n\n\n<li>Leverage crucial communication and managerial skills<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Curriculum As a marketing major, you\u2019ll become well-versed in advertising, communications, consumer behavior, public relations, and marketing strategy and research \u2014 skills useful in any field or career. You\u2019ll be introduced to the principles and practices of marketing and communications, and have an opportunity to explore branding, product management, buyer behavior, and market research in [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":0,"parent":6359,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-no-title","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"class_list":["post-6363","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Curriculum | School of Business | Clark University<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.clarku.edu\/business\/academics\/undergraduate-programs\/marketing-bs\/curriculum\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Curriculum\" \/>\n<meta property=\"og:description\" content=\"Curriculum As a marketing major, you\u2019ll become well-versed in advertising, communications, consumer behavior, public relations, and marketing strategy and research \u2014 skills useful in any field or career. 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