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.

Related Student Organizations

Mu Kappa Tau (MKT)
American Marketing Association (AMA)

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.

Q: How do I declare a major in marketing?

A: Students must be admitted to the Wisconsin School of Business in order to declare a major in marketing.  Please visit our Admissions page for information about admissions. Students indicate their intended major when they apply to the business school. If they are admitted, the major(s) indicated will be declared for them. Students may change their major by completing a Business Major Declaration Form. Turn completed forms in to the front desk in 3150 Grainger Hall.

Q: How do I cancel the marketing major?

A: Admitted business students may cancel their declared marketing major by completing a Business Major Declaration Form. Turn completed forms in to the front desk in 3150 Grainger Hall.

Q: What are common parallel plans related to marketing?

A: Common parallel plans that lead to careers related to marketing include communication arts (L&S), psychology (L&S), strategic communications (Journalism), consumer affairs (SoHE), retailing (SoHE), and life sciences communication (CALS). Students are encouraged to contact the Cross College Advising Service ( or the appropriate school/college for advising related to these or other majors.

Q: How do I run a DARS report for the marketing major?

A: Please see the Academic Advising page for information on how to run a DARS report.

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.

Neeraj Arora
Executive Director of the A.C. Nielsen Center for Marketing Research

Kristin Branch
Faculty Associate
Director of the A.C. Nielsen Center for Marketing Research

Markus Brauer
Affiliate Faculty

Amber Epp
Associate Professor

Jan Heide

Maria Heide
Senior Lecturer

Qing Liu
Associate Professor

Paola Mallucci
Assistant Professor

John McKeller
Senior Lecturer

Page Moreau
Faculty Director of the Center for Brand and Product Management

John Nevin
Professor Emeritus

Thomas O'Guinn
Department Chair for Marketing

Joann Peck
Associate Professor

Evan Polman
Associate Professor

Dhavan Shah
Affiliate Faculty

Robin Tanner
Associate Professor

Sachin Tuli
Faculty Associate

Liad Weiss
Assistant Professor

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.

Retail Overview

Retailers sell goods to consumers, typically in small quantities.  Graduates who work in retail usually work in a company’s corporate office as an analyst responsible for inventory levels of a particular type of product or work as a store manager in the retail store itself.  The retail industry also offers careers in e-commerce, buying, product development, loss prevention, logistics/distribution and digital media to name a few.

Possible Job Responsibilities

  • Analyze sales trends (Corporate)
  • Forecast with manufacturers and negotiate inventory levels (Corporate)
  • Allocate inventory (Corporate)
  • Hire and supervise 100+ staff members (Stores)
  • Ensure presentation and quality millions of dollars of product (Stores)
  • Oversee all loss prevention, sales floor and customer services issues (Stores)

Essential Skills

  • Communication
  • Leadership
  • Teamwork
  • Goal-oriented
  • Strong Initiative
  • Multi-tasking
  • Organization

Business Development Overview

Individuals in business development establish a consultative relationship with customers.  They sell and implement sales promotions and programs and create and execute business plans.  Those in business development may sell products from business-to-business or from business directly to consumers.

Possible Job Responsibilities

  • Direct sell products to Fortune 500 and mid-size companies through account presentations and execution of promotion and merchandising plans
  • Implement selling tactics that focus on delivering desired financial results
  • Act as an internal consultant to determine strategies for the customer and ways they can maximize profit through the products they purchase from you
  • Serve as the communication link between field sales, regional business development teams and marketing divisions
  • Develop primary knowledge of the market place

Essential Skills

  • Communication
  • Self-motivation
  • Ability to work independently
  • Relationship building
  • Planning/organization
  • Creativity
  • Enjoy working with people

    Marketing Research Overview

    Marketing research is for discovering what people want, need, or believe; or can be used to discover how they act and what influences them. Once the research is completed, it can be used to determine how to market a product and/or service.  Market researchers use data to gain customer insights, identify market segmentations and observe market trends.

    Possible Job Responsibilities

    • Develop moderator guides and design surveys
    • Conduct in-depth data analyses using traditional and advanced methods
    • Design qualitative and quantitative research plans for products in all stages of the product life cycle
    • Select the most appropriate research methodology and techniques
    • Communicate with clients to understand and document the business objectives

    Essential Skills

    • Communication
    • Analytical/problem-solving
    • Verbal and written communication
    • Leadership/decision-making
    • Collaboration
    • Objectivity
    • Quantitative
    • Strong project management
    • Technical

    Brand & Product Management Overview

    Brand management involves developing a strategic direction for a brand based on what consumers want. It is not just about lowering price or creating commercials, although they are elements of a strategic plan. Rather, managing a brand means finding a way to deliver value to consumers.

    Possible Job Responsibilities

    • Track and update coupon, trade and advertising budgets for the brand
    • Tracking volume and revenue results for the brand
    • Participate in ongoing packaging maintenance
    • Provide analysis and tracking focused on share position, distribution, pricing, promotional activity (both consumer and trade merchandising)
    • Lead small scale promotions and digital media programs

    Essential Skills

    • Communication
    • Problem-solving
    • Collaboration and teamwork
    • Leadership/Decision-Making
    • Creativity
    • Desire to set and achieve goals/results driven

    Advertising Overview

    Advertising is a form of communication that typically attempts to persuade potential customers to purchase or consume more of a particular brand of product or service. Most entry-level jobs consist of working for advertising agencies, marketing communications/full service firms or in media planning. Some companies hire for their advertising departments but usually more experience is required.

    Possible Job Responsibilities

    • Understand various media and their applications
    • Author competitive reports, media recommendations and target analyses
    • Assist with proposal evaluations and client media plans
    • Track media expenditures and promotions
    • Utilizing company systems for various application resources

    Essential Skills

    • Communication
    • Creativity
    • Problem-solving and decision-making
    • Collaboration
    • Responsibility and accountability

    Supply Chain Management Overview

    Supply chain management integrates business functions concerned with the movement of goods, services and information along the value chain with the goal of creating value for the ultimate customer. It is a cross-functional discipline involving product development, marketing, demand/supply planning, procurement/sourcing, production, inventory management, transportation/logistics, customer service, and the management of relationships between business organizations and their channels of distribution.

    The Grainger Center for Supply Chain Management offers undergraduates an opportunity to be accepted into their specialization program. Their curriculum coincides with the courses you already are taking as part of your major area of study. 

    Possible Job Responsibilities

    • Negotiate with suppliers on matters of quality, service and price
    • Create and develop sourcing plans and conduct industry analysis
    • Manage the flow of product from on-the-machine production through shipment loading
    • Provide accurate demand forecasts that allow for synchronized production of mill and supplier operations, deployment of stock, reduction of inventories

    Essential Skills

    • Communication
    • Analytical and problem-solving
    • Strong planning and organizational
    • Value creation processes
    • Leadership and decision-making
    • Team-oriented thinking
    • Technical

    Events Management Overview

    Events management involves identifying the target audience, devising the event concept, planning the logistics and coordinating the technical aspects before actually executing the proposed event.

    Possible Job Responsibilities

    • Execute scheduled events at local and regional sites including fairs, trade shows, and sporting events
    • Building brand and company awareness
    • Track and report outcomes on each event

    Essential Skills

    • Communication
    • Enthusiastic, energetic and approachable
    • Public speaking and one-on-one
    • Professional and organized
    • Create buzz and read a crowd

    Digital Media Overview

    Digital media is an engagement with online communities to generate exposure, opportunity, and sales. The number one advantage is generating exposure for the business followed by increasing traffic and building new business partnerships.

    Possible Job Responsibilities

    • Evolve and execute digital media strategy by leveraging media with online and offline resources
    • Monitor and build online conversations and communities that support the digital media strategy and other marketing efforts
    • Write relevant, useful, and conversational content, ensuring voice and messaging is consistent with the company’s brand and writing standards.
    • Gather information and content from subject matter experts as needed

    Essential Skills

    • Communication
    • Writing
    • Problem-solving
    • Decision-making
    • Strong planning
    • Assertiveness and initiative

    Meet the academic and career advisors for Marketing.

    Angie Badura
    Associate Director of Career Advising
    DJ Mattison
    Academic Advisor

    Please visit the Contact Advisors and Staff page for information on advising and appointments.