Marketing

The marketing specialization reviews a set of strategies that help a business or organization understand and address the needs of its target market.  These strategies, when used properly, help create and sustain value, improve customer satisfaction and loyalty, fend off competition, and maximize long-term profitability. All businesses or organizations can benefit from effective marketing - regardless of the products or services they offer or the industry they are in.

The Marketing specialization equips students with valuable knowledge and skills for a marketing career while also creating a broader understanding of business.

This specialization, geared towards MA and MBA students, can be completed with 4 semester-equivalent courses (16 credits).

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Career Path

Career paths in marketing are extremely diverse, including positions in product management, brand management, marketing consulting, advertising, sales, and market research analysis, to name just a few. Marketing roles require strong analytical, managerial, communication, and creative skills. Marketing is an integral part of every company’s strategic direction so provides a valuable foundation for many roles in business, whether in a large multinational organization or in a small entrepreneurial startup. Brandeis IBS graduates have taken marketing roles in companies such as IBM, Amazon.com, Dell, EMC Corporation, Care.com, and International Data Corporation.

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Requirements

 BUS 252a Marketing Management is a required course that provides students with an excellent introduction to marketing, encompassing important principles and mix strategies. Students additionally choose from six electives that prepare them for a variety of career tracks in marketing, relating to brand management, marketing consulting, marketing research, as well as Internet and marketing communications - both in-house and at agencies.

Required foundation (4-credits)

BUS 252a

Marketing Management

Electives (take at least 12 credits) 

BUS 250a	Global Marketing (4 credits)
BUS 253a	Marketing Research, unless counted for Quantitative Methods requirement (4 credits)
BUS 254a	Branding Strategy (4 credits)
BUS 255a	Consumer Behavior (4 credits)
BUS 257f	Marketing Communications (2 credits)
BUS 258f	Sales and Sales Management (2 credits)