Undergraduate Current Students | Marketing

Learn about the Marketing Concentration 

Marketing is the part of the organization that serves as the interface between the firm and its customers. Marketing ensures the firm provides value to the consumer so that it can achieve its share, revenue, and profit objectives. At the broadest level, marketing is responsible for transforming consumer needs into products and services that the firm can offer profitably and for promoting and delivering those offerings to the marketplace. Marketing activities are both strategic and tactical. 

Marketing Concentration Requirements 

To declare a concentration in Marketing, you must fill out the concentration declaration form in Stern Life.

Required Functional Business Core Course:

• Introduction to Marketing (MKTG-UB 1)

You are required to complete at least 12 credits of upper-level marketing courses that consist of:

• Consumer Behavior (MKTG-UB 2)
• Research for Customer Insights (MKTG-UB 9) 
• Six (6) credits of any approved marketing electives
   

Approved Marketing Elective Options

• Any "MKTG-UB" elective
• Marketing for Impact: Strategies for Sustainable Business (BSPA-UB 51) 
• Competitive Analysis (ECON-UB 15)
• Social Media & Digital Marketing (TECH-UB 38) 
• Decision Models & Analytics (MULT-UB 7)
• Decision Making Under Uncertainty (MULT-UB 16)
• The Middle East: Culture, Markets & Strategy (MULT-UB 45)
• Tech Industry Drivers (MULT-UB 57)
• Fashion Industry: Creativity & Business (MULT-UB 104)
• The Dynamics of the Fashion Industry (MULT-UB 151)
• Business Simulation (MULT-UB 302)

Additional Notes and Resources

• A Stern elective course may satisfy only one concentration requirement. For example,  Competitive Analysis can count as an advanced marketing elective or as a Business Economics elective, but it cannot satisfy both requirements.
• If you are interested in marketing research, you are encouraged to consider a secondary concentration in Statistics.
• Explore the Digital Marketing and Luxury Marketing tracks to help you supplement your concentration with coursework in specific areas of marketing.