Marketing creates exchanges between organizations and customers. It includes planning, designing, pricing, promoting and distributing goods and services that satisfy organizational and customer needs. in the high-level economy of the United States and many other countries, marketing has become a critical and comprehensive business function. The concept of marketing is becoming increasingly broad and important. Students may pursue career opportunities in advertising, product/brand management, consulting, marketing research, retailing, sales management, business-to-business marketing, and supply chain management.

Contemporary marketing managers must understand not only the traditional areas of marketing channels, sales management, advertising, and research, but must also be familiar with consumer and dealer motivation. The manager must be able to translate knowledge of consumer behavior into marketing strategy. The marketing program is broad enough to permit a major to develop knowledge in these several areas, but flexible enough so that students may focus on special interest areas.

Explore Study Abroad

Studying abroad is an excellent way to gain international experience that enhances your business education. Many students also consider a summer program or a short program embedded in a course. Students are encouraged to visit the Study Abroad section to learn more about study abroad opportunities and to meet with their academic advisor to discuss course planning. Students can take a maximum of two courses in their major abroad, and it is recommended that students complete Marketing 300 prior to studying abroad. Other common course options abroad include core and breadth courses.

Course Requirements

Students must be admitted to the Wisconsin School of Business to complete a major in Marketing.

The curriculum requirements for the Marketing major can be found on Guide.


Learn more about the Marketing department.


Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.  Marketing is creating and delivering customer value through decisions about product and service offerings. It’s more than just a transaction! It’s about understanding and building relationships.

Interactive Career Tool

Use our interactive marketing career tool to explore career pathways in the marketing field. See what courses you need to take to plan for your dream position.


Meet the academic and career advisors for Marketing.

Lindsey Wischnefski
Academic Advisor
Clare Jablonsky
Claire Jablonsky
Career Coach
Please visit the Contact Advisors and Staff page for information on advising and appointments.