Business & Economics

Marketing

Understanding customers and communicating value to them.

Content last reviewed: August 2026

Marketing is the study of how organizations identify, reach, and retain customers, combining consumer psychology, market research, branding, and increasingly digital and data-driven promotion. Coursework covers both the strategic side (positioning, branding, market research) and the tactical side (digital marketing, campaigns, analytics).

Expect a lot of applied project work: building a marketing plan for a real or simulated product, analyzing campaign data, and presenting creative and strategic recommendations to a panel or class.

Typical courses you might take

✓Principles of Marketing
✓Consumer Behavior
✓Marketing Research
✓Digital & Social Media Marketing
✓Branding & Positioning
✓Marketing Analytics
✓Advertising & Promotion
✓Marketing Strategy (capstone)

Sample four-year plan

Illustrative, not a registration plan

One possible way these courses could be sequenced alongside general education and elective credit. Real programs vary in order, pacing, and prerequisites by school, use this to get a rough sense of the arc, not to plan actual registration.

Year 1 · Fall

✓Principles of Marketing
+General education requirement

Year 1 · Spring

✓Consumer Behavior
+General education requirement

Year 2 · Fall

✓Marketing Research
+General education requirement

Year 2 · Spring

✓Digital & Social Media Marketing
+Free elective

Year 3 · Fall

✓Branding & Positioning
+Free elective

Year 3 · Spring

✓Marketing Analytics
+Elective in the major (or minor coursework)

Year 4 · Fall

✓Advertising & Promotion
+Elective in the major (or minor coursework)

Year 4 · Spring

✓Marketing Strategy (capstone)
+Capstone, thesis, or culminating project (common in many programs)

Skills you'll build

Market research and consumer analysisCampaign planning and executionData analytics for marketing decisionsPersuasive writing and storytellingDigital marketing tools and platformsCreative and strategic thinking togetherPresenting to and persuading an audience

Explore more majors that build these skills →

This major might be a good fit if you...

★Curious about why people buy what they buy
★Enjoys mixing creative work with data and strategy
★Comfortable presenting and pitching ideas
★Interested in branding, media, or digital platforms

Common minors & double-major pairings

Psychology · Graphic Design · Communication Studies

Roles this major could lead to

Factual, day-to-day descriptions from our Career Role Encyclopedia, not a guarantee this major leads to any specific job.

Business & Finance

Real Estate Agent

Helps clients buy, sell, or lease property.

Marketing & Communications

Marketing Manager

Plans and oversees campaigns that build awareness and drive customer action.

Marketing & Communications

Content Strategist

Plans what content an organization creates and why, across channels.

Marketing & Communications

Social Media Manager

Manages an organization's presence and engagement on social platforms.

Marketing & Communications

Copywriter

Writes persuasive text for ads, marketing, and brand messaging.

Marketing & Communications

SEO Specialist

Optimizes content and websites to rank well in search results.

Marketing & Communications

Brand Manager

Owns how a product or company is perceived and positioned.

Frequently asked questions

What is a Marketing major?

Understanding customers and communicating value to them.

What courses do Marketing majors take?

Typical coursework includes classes like Principles of Marketing, Consumer Behavior, Marketing Research, among others, see the full course list above for this major's typical lineup.

What skills do you build in a Marketing program?

Marketing coursework typically builds skills like Market research and consumer analysis, Campaign planning and execution, Data analytics for marketing decisions, Persuasive writing and storytelling.

Is Marketing a good major for me?

It tends to be a good fit if signals like "Curious about why people buy what they buy" or "Enjoys mixing creative work with data and strategy" describe you. See the full "good fit if you..." list above for more.

What can you do with a Marketing degree?

Majors in this field often go on to roles like Real Estate Agent, Marketing Manager, Content Strategist. See our Career Role Encyclopedia for more, a major shapes what you study, not a guarantee of any specific job.

What other majors pair well with Marketing?

Common minor or double-major pairings include Psychology, Graphic Design, Communication Studies.

How is Marketing different from Business Administration?

They're related but distinct. Marketing: Understanding customers and communicating value to them. Business Administration: A broad foundation across management, finance, marketing, and operations. Use the compare tool to see courses and skills side by side.

How long does it take to earn a Marketing degree?

Most bachelor's degrees, including this one, are designed to be completed in about four years of full-time study. Exact timing depends on your school, course load, transfer credit, and any changes of major along the way.

From our guides

Marketing vs. Communication Studies vs. Public Relations: What's the DifferenceAll three majors involve persuasion and messaging, but they train you for different work. Here's what actually separates them.Business Administration vs. Marketing: Do You Need the General Degree or the Specific One?Marketing is one of the concentrations most business schools offer inside a general business degree, so why is it also its own standalone major? Here's how to decide which one actually fits.

This overview describes what the field of study typically covers. It's not a guarantee of course availability, job placement, or earnings, program details vary by school. See our disclaimer.