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 6110 and MKTG 6120 or MKTG 6130) 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 6110 or MKTG 6120/6130, 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 6110- Marketing Management (.5 cu) AND
    MKTG 6120 – Dynamic Marketing Strategy (.5 cu) *
             OR
  • MKTG 6110 – Marketing Management (.5 cu) AND
    MKTG 6130 – Strategic Marketing Simulation (.5 cu) *

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

  • MKTG 7120 – Data and Analysis for Marketing Decisions (1.0 cu)  OR
  • MKTG 7710 – Models for Marketing Strategy (1.0 cu) OR
  • MKTG 7760 – Applied Probability Models in Marketing (1.0 cu) OR
  • MKTG 8090 – Special Topics: Experiments for Business Decision Making (1.0 cu) OR
  • MKTG 9400/9410 – Measurement and Data Analysis in Marketing (must take both courses, each .5 cu) See note below OR
  • MKTG 9420/9430 – 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 7110 – Customer Behavior
  • MKTG 7120 – Data and Analysis for Marketing Decisions
  • MKTG 7600 – Innovation, Marketing Strategy, and Antitrust
  • MKTG 7680 – Contagious: How Products, Ideas, and Behaviors Catch On
  • MKTG 7700 – Digital Marketing, Social Media and E-Commerce
  • MKTG 7710 – Models for Marketing Strategy
  • MKTG 7750 – Managing Customer Value
  • MKTG 7760 – Applied Probability Models in Marketing
  • MKTG 7770 – Marketing Strategy
  • MKTG 7780 – Strategic Brand Management

One-half credit courses (0.5 cu each):

  • MKTG 7210 – New Product Management
  • MKTG 7240 – Advertising Management
  • MKTG 7250 – Retailing
  • MKTG 7270- Marketing and Electronic Commerce  (See note below)
  • MKTG 7330 – Marketing for Social Impact
  • MKTG 7340 – Idea Generation and the Systemic Approach for Creativity
  • MKTG 7370 – Introduction to Brain Science for Business
  • MKTG 7410 – Entrepreneurial Marketing
  • MKTG 7470 – Marketing Strategy for Technology Platforms
  • MKTG 7540 – Pricing Policy

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

  • MKTG 7470x – Marketing Strategy and Technology (0.5 cu)
  • MKTG 7390 – Visual Marketing (1.0 cu)
  • MKTG 8060 – Special Topics: Retail Merchandising (0.5 cu)
  • MKTG 8090 – Special Topics: Experiments for Business Decision Making (1.0 cu)
  • MKTG 8500 – MKTG 8550 Special Topics: topics vary. See syllabus.

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

  • MKTG 8900- Advanced Study Project – Topics previously offered
    • Global Consulting Practicum (1.5 cu)
    • Advanced Study Project – Retail Ecosystem Action Learning Projects (1.0 cu)
  • MKTG 8950x – Advanced Study Project – Domestic Consulting Practicum (1.0 cu)
  • MKTG 8950 – Global Business Week (0.5 cu)
  • MKTG 8930 – 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 8970 – Advanced Study – Various global modular topics offered such as:
    • Luxury Branding and Retailing in Italy and Beyond (.5 cu)
    • Luxury Branding and Retailing – Bringing it into the 21st Century (.5 cu)
    • Necessity and Experimentation: Lessons from Israeli Innovation (.75 cu)
  • MKTG 8990- 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 8900 – including Global Consulting Practicum, MKTG 8950x – Advanced Study Project – Domestic Consulting Practicum),  Travel Study (MKTG 8950 – Global Business Week), Independent Study (MKTG 8990) or Global Modular Course (MKTG 8930 and MKTG 8970) 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 8990 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 8990  must be submitted no later than 21 days after the first day of the semester. Authorization forms for 0.5 cu sections of MKTG 8990 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 7700 (1.0 cu course) and MKTG 7270 (0.5 cu course) for credit
  • MKTG 9400, 9410, 9420 and 9430 are Doctoral level courses. Students need instructor permission and must submit a permit request in Path@Penn so that the course coordinator can approve the permit so that the student can 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 743
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