Why study Marketing? Peter Drucker, the grandfather of modern marketing, said that Marketing and Innovation are the two most essential functions of any business. Marketing seeks to understand the customer so well that the product or service sells itself. To study Marketing therefore, is to understand what is at the heart of a successful business, and to learn how to design and communicate the business’s offerings in a way that wows customers, drives sales growth, beats the competition and empowers the business to sustain product-market innovation over time.
Marketing at The Busch School is unique in two ways. First, we emphasize the latest innovations in Marketing thinking and methods such as human-centered design thinking, brand meaning, integrated digital communications, generational demographics and data-driven analytics. Second, we develop students’ awareness of the customer in the context of the fundamental importance of the dignity of the human person and the common good to today’s world and their impact on marketing strategy and management.
Specialization courses include:
MKT 346: Market Research
MKT 348: Consumer Behavior
MKT 457: Marketing Strategy
Students must also complete the core university requirements, specific to their major, in order to complete their degree. Marketing students are required to complete 18 courses in addition to their business and economics courses. These courses include: philosophy, theology, humanities, literature, writing and composition, and free electives.