Marketing Management Major

Overview

The marketing management major is designed to build deep competency in the art and science of: (1) choosing which customers to serve, and (2) getting, keeping and growing them through delivering superior customer value. Marketing majors will gain a proficiency in the latest methods and concepts for understanding customer behavior and for devising effective marketing strategies.

Marketing majors choose courses to prepare themselves for careers in corporate or not-for-profit management, or in marketing fields that range from product management, advertising, and sales and account management to retailing, e-business, distribution management, and strategic marketing planning. Students can look forward to career opportunities in large and small organizations representing a spectrum of industrial, consumer goods, service, electronic commerce, and consulting firms in public- and private-sector institutions.

Students begin by taking Marketing Management core courses (MKTG 611 and MKTG 612 or MKTG 613) which provide an overview of the role of marketing in the development of business strategies. Using a combination of lectures, readings, case studies, and computer simulations, these core courses review fundamental approaches in product/market selection, product line management, communications management, pricing, distribution, and marketing research.

Beyond the required courses, students can choose among many electives to structure a program of study to match their interests and career objectives. In particular, students select from full-semester classes and from a set of “mini-courses,” which are half-semester classes, approximating one course in a quarter system, that focus on a specific facet of marketing.

Requirements for the Major

The Marketing Management major requires five credit units. In the instance where a core course(s) has been waived, an equivalent number of credits in another marketing course(s) must be completed to replace it. If a student waives out of MKTG 611 or MKTG 612/613, the student must substitute another marketing course(s) to satisfy that number of course units.

Courses taken in fulfillment of the Marketing major cannot be taken on a pass/fail basis.

(A) Two required core courses:

  • MKTG 611 – Marketing Management (.5 cu) AND
    MKTG 612 – Dynamic Marketing Strategy (.5 cu) *
             OR
  • MKTG 611 – Marketing Management (.5 cu) AND
    MKTG 613 – Strategic Marketing Simulation (.5 cu) *

* Wharton Executive MBA Program students can meet the MKTG 612 or MKTG 613 requirement by taking MKTG 622 Marketing Management: Strategy (.5 cu)

(B) One of the following courses or course sets:

  • MKTG 712 – Data and Analysis for Marketing Decisions (1.0 cu)  OR
  • MKTG 771 – Models for Marketing Strategy (1.0 cu) OR
  • MKTG 776 – Applied Probability Models in Marketing (1.0 cu) OR
  • MKTG 809 – Special Topics: Experiments for Business Decision Making (1.0 cu) OR
  • MKTG 940/941 – Measurement and Data Analysis in Marketing (must take both courses, each .5 cu) See note below OR
  • MKTG 942/943 – Research Methods in Marketing (must take both courses, each .5 cu) See note below.

(C) At least three credit units chosen from the MKTG courses listed below in addition to the course(s) taken to satisfy (B) above:

Students who are taking MKTG courses from the list below to fulfill waived core course credits, must still take the three course credits required by (C). A total of 5 MKTG course units must be completed.

Full credit courses (1.0 cu each):

  • MKTG 711 – Customer Behavior
  • MKTG 712 – Data and Analysis for Marketing Decisions
  • MKTG 760 – Law of Marketing and Antitrust
  • MKTG 768 – Contagious: How Products, Ideas, and Behaviors Catch On
  • MKTG 770 – Digital Marketing, Social Media and E-Commerce
  • MKTG 771 – Models for Marketing Strategy
  • MKTG 775 – Managing Customer Value
  • MKTG 776 – Applied Probability Models in Marketing
  • MKTG 777 – Marketing Strategy
  • MKTG 778 – Strategic Brand Management

One-half credit courses (0.5 cu each):

  • MKTG 721 – New Product Management
  • MKTG 724 – Advertising Management
  • MKTG 725 – Retailing
  • MKTG 727 – Marketing and Electronic Commerce  (See note below)
  • MKTG 733 – Marketing for Social Impact
  • MKTG 734 – Idea Generation and the Systemic Approach for Creativity (See note below)
  • MKTG 741 – Entrepreneurial Marketing
  • MKTG 742 – Multinational Marketing
  • MKTG 754 – Pricing Policy

Special Topics and Experimental Courses
(any of these can be taken toward fulfillment of the elective requirement)

  • MKTG 737x – Introduction to Brain Science for Business (0.5 cu) (See note below)
  • MKTG 730x – Digital Marketing and Electronic Commerce (1.0 cu) (See note below)
  • MKTG 806 – Special Topics: Retail Merchandising (0.5 cu)
  • MKTG 809 – Special Topics: Experiments for Business Decision Making (1.0 cu)
  • MKTG 850 – MKTG 854 – Special Topics: topics vary. See syllabus.

Advanced Study and Independent Study
(can only fulfill the elective requirement as noted below)

  • MKTG 890 – Advanced Study Project – Global Consulting Practicum (1.5 cu)
  • MKTG 890 – Advanced Study Project – Retail Ecosystem Action Learning Projects (1.0 cu)
  • MKTG 895x – Advanced Study Project – Domestic Consulting Practicum (1.0 cu)
  • MKTG 895 – Global Business Week (0.5 cu)
  • MKTG 893 – Advanced Study – Various global modular topics offered such as:
    • Marketing in Emerging Economies: Understanding & Marketing to the Indian Consumer (0.5 cu)
    • Marketing in Emerging Economies: Understanding & Marketing to the Chinese Consumer (0.5 cu)
  • MKTG 897 – Advanced Study – Various global modular topics offered such as:
    • Luxury Branding and Retailing in Italy and Beyond (.5 cu)
    • Necessity and Experimentation: Lessons from Israeli Innovation (.75 cu)
  • MKTG 899 – Independent Study Project (0.5 – 1.0 cu) (See notes below)

NOTES

  • The Marketing department will permit a total of no more than 1.0 cu credit from any Advanced Study Project (MKTG 890 – including Global Consulting Practicum, MKTG 895x – Advanced Study Project – Domestic Consulting Practicum),  Travel Study (MKTG 895 – Global Business Week), Independent Study (MKTG 899) or Global Modular Course (MKTG 893 and MKTG 897) to count toward the Marketing Major elective requirements stated above. Students may combine such courses as long as the total credit does not exceed 1.0 cu.   The Global and Domestic Consulting Practicum Courses are discontinued as of Fall 2017, however students who took these courses previously can still apply them toward their elective requirements as stated above. 
  • A student contemplating MKTG 899 Independent Study must first find a faculty member who agrees to supervise and approve the student’s written proposal for an independent study project. Please refer to the MBA Program Advising and Registration page for the required authorization forms and procedures. Authorization forms for 1.0 cu sections of MKTG 899  must be submitted no later than 21 days after the first day of the semester. Authorization forms for 0.5 cu sections of MKTG 899 must be submitted  no later than 7 days after the first day of the quarter in which the project will be completed. Forms submitted after these deadlines will not be accepted.
  • Students may not take both MKTG 770, formerly MKTG 730x, (1.0 cu course) and MKTG 727 (0.5 cu course) for credit
  • Students may not take both MKTG 851 (Special Topics Introduction to Brain Science for Business) and MKTG 737x for credit.
  • MKTG 734 has replaced MKTG 792 (1.0 cu Creativity). Students cannot take both MKTG 734 and MKTG 792 for credit.
  • MKTG 940, 941, 942 and 943 are Doctoral level courses. Students need instructor permission and a permit from the department course coordinator in order to enroll. See PhD Program Advising and PhD Course Descriptions for more information.

Program Advisor

The Marketing Department’s MBA Faculty Advisor oversees Program Advising for the major.

David Reibstein, Professor of Marketing
Marketing Department MBA Advisor
3730 Walnut Street, Jon M. Huntsman Hall Room 734
reibstein@wharton.upenn.edu
215.898.6643

Students may also contact and their Academic Advisor in the MBA Program Office about general program requirements.

For more information or to request admission application forms, see Wharton MBA Programs