Academic Programs Catalog

The Eli Broad College of Business and The Eli Broad Graduate School of Management

Undergraduate Programs

The Department of Marketing provides undergraduate education in marketing, which involves the selection of target markets and the development of strategies and tactics that create, deliver, and communicate value to customers and in so doing generate profitable revenue for the firm. This includes generating consumer and competitive insights through market research, making strategic decisions related to the marketplace, and managing the marketing mix (i.e., products, pricing, distribution channels, and marketing communications).  Instruction in this field is designed to provide an understanding of the concepts necessary for performance in both managerial and entry-level positions in profit and non-profit organizations.

The major is structured to offer sequential study useful for broad personal and professional development.  The required courses are designed to provide necessary understanding, integration, and skill development in marketing fundamentals, while specialty courses offer students the opportunity to apply concepts and gain additional knowledge in accordance with student interests and career paths. Emphasis is placed on the integration of critical thinking, quantitative analysis, and broad communication skills.

The department also offers a Minor in Sales Leadership.  This program affords students the opportunity to acquire and develop skills needed to effectively engage with customers in a consultative fashion and to thrive as value-added sales and business development leaders.  More information about this program may be found at



The Marketing program at Michigan State University is known for producing leaders who can effectively manage the marketing function at for-profit and nonprofit organizations. The marketing program is designed to help students understand business activities that create customer value, such as identifying customer needs through market research, segmenting markets, targeting and positioning products and services, developing and managing new and existing products, making products/services available to customers, communicating the benefits of the product or service to customers, designing outstanding customer experiences, and sustaining mutually beneficial customer relationships. The marketing program provides an opportunity for students to develop the analytical, planning, implementation, and process control skills necessary for rewarding careers in marketing management, marketing strategy, marketing research, and business development/sales.

Requirements for the Bachelor of Arts Degree in Marketing

  1. The graduation requirements of the University as described in the Undergraduate Education section of this catalog; 120 credits, including general elective credits, are required for the Bachelor of Arts degree in Marketing.

    The completion of Mathematics 103 and 124 [referenced in item 2. below] may also satisfy the University mathematics requirement.

    The University's Tier II writing requirement for the Marketing major is met by completing Marketing 460.  That course is referenced in item 3. a. (1) below.
  2. The requirements of The Eli Broad College of Business for the Bachelor of Arts degree in the majors that comprise the Business Administration Programs.
  3. The following requirements for the major:
    a. Major Field of Concentration:  A minimum grade–point average of 2.00 in the courses that are listed below (18 credits):
    (1) All of the following courses (12 credits):
    MKT 302 Consumer and Organizational Buyer Behavior 3
    MKT 313 Consultative Selling 3
    MKT 319 Customer and Market Insights 3
    MKT 460 Marketing Strategy (W) 3
    (2) Six credits from the following courses:
    MKT 355 Entrepreneurship: Strategic Marketing Planning and Launch 3
    MKT 383 Sales Management 3
    MKT 410 Product Innovation and Management 3
    MKT 412 Digital Marketing 3
    MKT 415 International Marketing Management 3
    MKT 420 New Product Design and Development 3
    MKT 430 Key Account and Customer Relationship Management 3
    MKT 490 Independent Study 1 to 3
    MKT 491 Special Topics in Marketing 3

Students may elect to complete more than 6 credits from the courses that are listed in item 3. a. (2) above with the understanding that the grades  earned in such courses will be included in the computation of the grade–point average of courses in the Major Field of Concentration.