The marketing major covers:
- The development, pricing, distribution and promotion of products, services and ideas
- The study of economic, cultural, demographic and attitudinal factors that influence demand for products and services
This major is a good fit if you...
- Enjoy strategic thinking and problem-solving.
- Are skilled at insights and data-driven decision-making.
- Have strong interpersonal and communication skills.
Why should you enroll?
- Marketing majors find careers as sales leaders, research analysts, marketing managers, communications managers, product managers and retail/purchasing leaders.
- The Moore School’s marketing department is widely acclaimed for its expertise in key subjects such as consumer behavior, marketing strategy, research methods, behavioral pricing and marketing communications.
- The Center for Marketing Solutions identifies opportunities for select marketing majors to engage in hands-on research with our corporate partners.
Degree requirements: 122 hours
Major requirements: 61 hours
15-hour majors must complete a minimum of six hours of approved coursework in business/economics.
- MKTG 351 — Consumer Behavior
- MKTG 352 — Principles of Marketing Research
- MKTG 465 — Marketing Strategy and Planning
Any two of the following courses: (six hours):
- IBUS 402 — International Marketing
- MKTG 451 — Topics in Marketing
- MKTG 454 — Business-to-Business Marketing
- MKTG 455 — Marketing Communications and Strategy
- MKTG 457 — Personal Selling and Sales Management
- MKTG 458 — Creative Strategy in Advertising
- MKTG 459 — Marketing Channels and Distribution
- MKTG 460 — Product Management
- MKTG 461 — Retailing Management
Required Course (three hours):
Choose nine hours from the list below:
- ACCT 404 — Accounting Information Systems I
- ECON 436 — Introductory Econometrics
- FINA 444 — Corporate Risk Management
- FINA 469 — Investment Analysis and Portfolio Management
- FINA 472 — Student-Managed Investments
- MGMT 425 — HR Analytics
- MGSC 390 — Business Information Systems
- MGSC 486 — Service Operations Management
- MKTG 352 — Principles of Marketing Research
*Consult with your academic adviser or department on courses recommended for individual majors. The analytics concentration must be taken in conjunction with another track in your major. The department may add additional electives to the Data Analytics concentration subject to the approval of the Data Analytics Committee.
- Students will demonstrate knowledge of consumer behavior and how marketers strive to use an understanding of consumer behavior to promote effective marketing through advertising, product design or promotions.
- Students will develop an understanding of the internal and external factors that influence consumer choice.
- Students will be able to conduct marketing research, which will include the design and administration of questionnaires, an understanding of sampling techniques and how to collect, clean and code data.
- Students will develop the ability to analyze and interpret marketing research results.
- Students will be able to communicate market research results effectively.
- Students will develop an understanding of the strategic marketing management planning process and be able to integrate the various facets of marketing and apply these concepts to marketing decisions and the development of marketing plans.
All majors are required to take Carolina Core classes to develop problem-solving skills and explore world cultures, history, languages and art. Business students also complete the Business Core Curriculum, which covers the basics for success in advanced business courses. Courses common to all programs include business communications, statistics, international business, accounting, economics, computer applications and business law.
1. CMW: Carolina Core Effective, Engaged and Persuasive Communication: Writing (6 hours)
ARP: Carolina Core Analytical Reasoning and Problem-Solving (6-8 hours)
- MATH 122 — Calculus for Business Administration and Social Sciences or MATH 141
- STAT 206 — Elementary Statistics for Business
SCI: Carolina Core Scientific Literacy
- Two approved Carolina Core Scientific Literacy courses including one laboratory course
- GFL: Global Citizenship and Multicultural Understanding: Foreign Language (0-8 hours)
Students shall demonstrate in one foreign language the ability to comprehend the topic
and the main ideas in written and, with the exception of Latin and Ancient Greek,
spoken texts on familiar subjects. This ability can be demonstrated by achieving a
score of two or better on a USC foreign language test. Those failing to do so much
satisfactorily complete equivalent study of foreign language at USC.
GHS: Carolina Core Global Citizenship and Multicultural Understanding: Historical Thinking
Any approved Carolina Core History course
GSS: Carolina Core Global Citizenship and Multicultural Understanding: Social Sciences (3 hours)
Any approved Carolina Core Social Science course
AIU: Carolina Core Aesthetic and Interpretive Understanding (3 hours)
Any approved Carolina Core Aesthetic and Interpretive Understanding course
CMS: Carolina Core Effective, Engaged, and Persuasive Communication: Speech (3 hours)
Any approved Carolina Core Speech course
INF: Carolina Core Information Literacy (0-3 hours)
This requirement may be met in an overlay course that combines learning outcomes from
two Carolina Core components
VSR: Carolina Core Values, Ethics and Social Responsibility (3 hours)
Any approved Carolina Core Values, Ethics, and Social Responsibility course. This
requirement may be met in an overlay course that combines learning outcomes from two
Carolina Core components.
Other Required General Education Courses for the Darla Moore School of Business (3-10 hours)
Additional DMSB general education courses may be required if student exempts the foreign language requirement and/or the student chooses coursework which can fulfill both stand-alone and overlay requirements of Carolina Core components (up to 10 hours).
Those credit hours must be replaced with elective credits (minimum of 6 credits). A third elective is required to reach graduation hours, and students are strongly encouraged to take a business section of UNIV 101 to fulfill this elective (3 credits).
- MGSC 290 — Computer Information Systems in Business
- MGSC 291 — Statistics for Business and Economics
- MGSC 395 — Operations Management
- ACCT 225 — Introduction to Financial Accounting
- ACCT 226 — Introduction to Managerial Accounting
- ACCT 324 — Survey of Commercial Law
- MGMT 250 — Professional Communication
- MGMT 371 — Principles of Management
- MGMT 478 — Strategic Management
- MKTG 350 — Principles of Marketing
- FINA 363 — Introduction to Finance
- BADM 301 — Business Careers in the Global Economy
- ECON 221 — Principles of Microeconomics
- ECON 222 — Principles of Macroeconomics
The program also requires nine hours of course work with international content that may be used to fulfill other degree requirements. Three hours must be taken from an approved list of courses offered by the Darla Moore School of Business which contain international business or international economics content. The following course options can also be used to satisfy the three credit hours of this requirement: approved course work containing international business or international economics content, taken at a semester abroad program; an approved Maymester or summer overseas course containing international business or international economics content; an approved internship course in international business wherein a student would obtain discipline-related work experience in a foreign country; or an approved service-learning component. Students may choose from one of the following options to complete the remaining six-hour requirement:
Two language courses at the 200 level or above
Two approved courses with international content taken either inside or outside the Moore School of Business from a list available in the undergraduate office.
All Moore School students will take communications courses as part of the general education requirements.
Directed course work may be selected from a university-wide list of approved minors. The minor is normally a minimum of 18 hours of prescribed courses in one subject area. Students not selecting such a minor may submit an alternative program of study to satisfy the approved course work requirement. The proposed alternative program of study must be approved by the Undergraduate Program Executive Committee in coordination with the Undergraduate Division. All minor courses or courses approved as alternatives must be passed with a grade of C or better.