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SOM Launches New Marketing Major

Additional options in marketing, analytics, and finance for undergraduates

The concept of “marketing” has evolved far beyond traditional print advertisements. Today, marketing professionals are responsible for numerous key administrative functions, including an organization’s website and social media presence, and even its online reputation management. The need for marketing professionals is growing.

In response to student interest and market demand, the Clark University School of Management (SOM) has launched new programs and options for undergraduates in the fields of marketing, analytics, and actuarial finance. Most notably, in fall 2021 a new marketing major will be offered to both incoming and current students.

The expansion of SOM’s undergraduate marketing options is in line with the interest that Clark is seeing in theGroup of people at table areas of marketing and management from incoming and current students.  Over the past three years, nearly 400 undergraduate applicants to Clark listed marketing as their first career interest, and close to 700 applicants named it a second choice. SOM’s current offering of marketing classes are regularly at or above capacity.

“We believe this will make Clark University and the School of Management a more attractive destination for students interested in marketing careers,” said SOM dean, Dr. Alan Eisner. “Enrollment numbers in the marketing classes we have offered are growing, and we expect that trend to continue.”

According to the Bureau of Labor Statistics, careers in marketing are expected to be in high demand in the coming 8 years. For example, in 2019 there were 738,100 marketing research analyst jobs, and the projected percent change in employment for the position is 18%, much faster than the average of all occupations (5.2%).

Many SOM undergraduate students have received internship or job offers in marketing-related positions, including marketing specialist, brand manager, and marketing coordinate/associate from firms such as Acertitude, Atomic Hype, Nexamp, Oracle, and Henkel. A new full marketing program will help prepare a larger number of students enter marketing-related careers in private, public, and non-profit sectors, and assist those seeking graduate educational opportunities.

Tom Murphy
School of Management Professor Tom Murphy

“Rising competition, increasing consumer choice and consumer power, and accessing digital technology and information are three key trends that have increased the importance of marketing as an academic discipline,” added SOM professor of practice, Tom Murphy, an expert adviser to global companies in sustainable marketing practices and brand equity. “Our marketing program will have a broad appeal across the University.”

The bachelor’s in marketing degree will include several courses on knowledge of market, consumer and organizations, as well as coursework in applying marketing principles to the analysis of customer behaviors. The program will require seven business core courses, four marketing courses, and a capstone course. The curriculum will allow students to double-major in other related areas according to their personal and career interests, such as economics and psychology, which are important areas in market and consumer research.

The bachelor’s in marketing degree also provides a natural path for students interested in pursuing one of SOM’s popular marketing-related master’s degrees – the master’s in marketing or master’s in marketing analytics.

In addition to the new marketing degree, students majoring in management can follow a new track in business data analytics within their major, while non-management majors can complete a concentration in business data analytics. Students of any major can also now minor in actuarial finance. The actuarial finance minor and data analytics track and concentration are multidisciplinary options and were developed with Clark University’s computer science, math and economics departments.

“These new options are an obvious fit for SOM,” Dean Eisner added. “We are thrilled to see them get off the ground and look forward to welcoming students into the programs.”

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Meredith Galena
Communications Specialist
School of Management
Clark University