Marketing Concentration

The field of marketing is exciting, fast-paced, and filled with many roles across a wide range of industries—from advertising and product promotion, to public relations, sales, and market research.

The Becker College marketing concentration in the business administration program provides students with the knowledge to develop, implement, and coordinate marketing plans and programs. Focus is placed on marketing products and services, developing and implementing marketing strategies, retail marketing, consumer behavior, marketing research, and the challenges of international marketing.  Students enrolled in the marketing concentration at Becker College also gain practical application through an internship and a real-world capstone.

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Learning Outcomes:

Communication: Students demonstrate effective written and oral communication including informed arguments, persuasion, synthesize complex data, and concepts.

Context: Students demonstrate comfort with and ability to effectively operate in: ambiguity, complexity, uncertainty, and change. Students will be adept at situational awareness.  Students understand the historical context of their culture and they will view the world from a global lens acknowledging the diversity of cultures and values.  Students demonstrate propositional thinking; they will test and iterate on ideas/solutions based upon feedback and learn from their own failures.

Quantitative: Students use quantitative and analytical methods to address unstructured business problems.

Ethics: Students demonstrate ability to evaluate decisions based on an awareness of relevant stakeholders in the creation of sustainable social, environmental, and economic value.

Cognitive Flexibility: Students demonstrate mastery of various thinking modes, notably analytic, synthetic, convergent, divergent, creative, and critical, and when to employ each type.  Student demonstrate awareness of their own strengths and weaknesses and will seek continual improvements. Student demonstrate both self and social awareness and management to effectively play various roles on an interdisciplinary team from leader to contributor to participant (role fluidity). These skills are essential for all leadership and management roles.

Value Creation: Students identify, create, shape, and capture value through understanding economic models and the reality of industry disruption cycles.