Undergraduate Marketing Concentration

Concentration Overview

The marketing concentration focuses on the needs and wants of the organization’s key stakeholders. In particular, understanding how customer perceptions and preferences evolve – and how the firm can influence them – are fundamental determinants of an organization’s long-run success.

Students pursuing this concentration acquire a solid grounding in applying the basic disciplines (e.g., psychology, economics, statistics) essential for understanding consumer and organizational buying patterns and for developing successful marketing strategies. They also acquire practical experience in the application of these concepts and methods, via half-semester mini-courses (e.g., new product development, advertising, and retailing).

Many students with a concentration in marketing have gone on to work in brand management, advertising, sales, marketing research consulting, as well as pursuing their own entrepreneurial ventures.

Specific Requirements for the Concentration

Wharton students are required to take 4 course units (cu) in addition to MKTG 101, which is a 1 cu course required as part of the Wharton business core. Specific requirements and options for the marketing major within these requirements are presented below.

Five course units must meet the following requirements:

1. MKTG 101 Introduction to Marketing 1 cu

2. MKTG 211 Consumer Behavior 1 cu

3. One of the following 1 cu

  • MKTG 212 Data and Analysis for Marketing Decisions 1 cu OR
  • MKTG 271 Models for Marketing Strategy 1 cu OR
  • MKTG 476 Applied Probability Models in Marketing 1 cu OR
  • MKTG 309 Special Topics: Experiments for Business Decision Making 1 cu (with Marketing Department faculty adviser approval) OR
  • MKTG 940 (0.5 cu) and MKTG 941 (0.5 cu) – Measurement and Data Analysis in Marketing (This is a PhD course. Students need instructor permission and a permit from the department to enroll) OR 
  • MKTG 942 (0.5 cu) and MKTG 943 (0.5 cu) Research Methods in Marketing (This is a PhD course. Students need instructor permission and a permit from the department to enroll)

4. Marketing Electives totaling 2 cu (in addition to MKTG101, 211, and the course taken to satisfy requirement 3 above.)


Please consult the notes at the end of this list that contain restrictions about how some of these electives may be applied to the concentration.

Half semester elective courses:
  • MKTG 221 – New Product Management  ►(See note below about New Product Courses)
  • MKTG 224 – Advertising Management   ►(See Note below about Advertising Courses)
  • MKTG 225 – Principles of Retailing
  • MKTG 227 – Marketing and Electronic Commerce ►(See note below about Electronic Commerce courses) 
  • MKTG 233 – Social Impact of Marketing ► (No longer offered. See note below about Social Impact courses)
  • MKTG 234 – Creativity: Idea Generation and the Systemic Approach for Creativity  ►(See note below about Creativity Courses)
  • MKTG 237 – Introduction to Brain Science for Business  previously offered as special topics course MKTG 351 (See note below about course status)  
  • MKTG 241 – Entrepreneurial Marketing
  • MKTG 247x – *Marketing Strategy for Technology Platforms
  • MKTG 254 – Pricing Policy ► (See note below about Pricing Courses) 
Full semester elective courses:
  • MKTG 239 – Visual Marketing
  • MKTG 260 – Law of Marketing and Antitrust
  • MKTG 262 – New Product Development
  • MKTG 265 – Principles of Advertising
  • MKTG 266 – Marketing for Social Impact (See note below about Social Impact courses)
  • MKTG 270 – Digital Marketing, Social Media and E-Commerce replaces MKTG 230x (See note below about Electronic Commerce courses.)
  • MKTG 271 – Models for Marketing Strategy
  • MKTG 277 – Marketing Strategy
  • MKTG 278 – Strategic Brand Management
  • MKTG 288 – Pricing Strategies
  • MKTG 399 – *Independent Study subject to approval of department undergraduate advisor and completion of the Wharton Undergraduate Independent Study Approval form. 1 cu (see note below)
  • MKTG 476 – Applied Probability Models in Marketing
  • Plus newly approved courses
Special Topics Courses:

May be applied to the concentration requirements only with the approval of the department undergraduate advisor. These can vary from year to year. Some recently offered Special Topics courses include:

  • MKTG 306 – *Special Topics: Retail Merchandising .5 cu
  • MKTG 309 – *Special Topics: Experiments for Business Decision Making 1 cu
  • MKTG 350, 351, 352, and 353 – *Special Topics: .5 cu – topics vary – see course syllabus


  1. Courses numbers followed by “x” are experimental and still in the approval process.
  2. * Courses marked ” * ” need approval from the undergraduate adviser in order to be applied to the concentration requirements.
  3.  Students cannot take both MKTG 237 and MKTG 351 for credit.
  4. MKTG 101 is a prerequisite for all other marketing courses and must, therefore, be taken first. It cannot be taken simultaneously with any other marketing course.
  5. MKTG Mini Courses (.5 cu) may be taken in any sequence and at any time after MKTG 101: you need two mini-courses to make up 1 cu but both need not be taken in the same year. However, it is a good idea to decide early in your program which mini-courses you are most interested in and to take them at the first opportunity. Mini-courses are generally offered only once a year, so there can be no guarantee that a particular mini-course will be available for you to schedule in any given semester or half-semester. Several mini courses are also offered as more in depth full semester courses. Students should not wait until mid-semester to attempt to enroll in mini courses offered in the second half of the term. These second half minis should be selected during the advanced registration period or during the Course Selection period prior to the drop deadline for the best chance of obtaining a seat.
  6. ► Advertising Courses: MKTG 265 (Principles of Advertising) is a one semester, 1 cu course that can be taken as an elective or as a substitute for the .5 cu MKTG 224 mini-course (Advertising Management). Students may not receive credit for both MKTG 224 and MKTG 265.
  7. ► New Products Courses: MKTG 262 (New Product Development) is a one semester, 1 cu course that can be taken as an elective or as a substitute for the .5 cu MKTG 221 mini-course (New Product Management). Students may not receive credit for both MKTG 221 and MKTG 262. 
  8. ► Pricing Courses: MKTG 288 Pricing Strategies is a one semester, 1 cu course that can be taken as an elective or as a substitute for the .5 cu MKTG 254 mini course (Pricing Policy). Students may not receive credit for both MKTG 254 and MKTG 288.
  9. ► Social Impact Course: MKTG 233 is no longer being offered, but it still can be applied toward the concentration. Students cannot receive credit for taking both MKTG 233 (0.5 cu) and MKTG 266 (1.0 cu course). Only one course can be taken.
  10. ► Electronic Commerce Course: Students cannot receive credit for taking both MKTG 270 (1.0 permanent) or MKTG 230x (1.0 cu experimental) and MKTG 227 (0.5 cu course). Only one course (either MKTG 230x, 270 or 227) may be taken.
  11. Special Topics Courses: MKTG 350-353 are the course numbers dedicated to future Special Topics Courses
  12. Independent Study:  The department’s undergraduate independent study course (MKTG399) is offered on a limited basis to advanced students who have a 3.4 overall GPA and wish to conduct academic research under the supervision of a Marketing Department faculty member. In order to register for MKTG399:
  • Find a faculty supervisor. It is the student’s responsibility to find a faculty member who is willing to supervise and evaluate their research; the department does not assign any particular faculty member to “teach” this course. It is recommended that students approach a faculty member who shares their research interest. Faculty research interests are listed on each faculty member’s profile.
  • Prepare a proposal. Interested students should prepare a 1 to 2 page proposal describing the research topic, procedure, time-frame, and the potential contribution of the research to the marketing field.
  • Obtain Marketing Department Approval. Get the appropriate signatures on the Independent Study form. The form is available in the Undergraduate or Marketing offices or on-line at https://undergrad-inside.wharton.upenn.edu/academic-forms/   
  • Get Appropriate Approvals from the Undergraduate Office. Once  your proposal is approved at the department level, it must be submitted to the Undergraduate Petitions Committee for final approval
  • Deadlines: MKTG 399 approval must be obtained no later than the start of the semester in which the research will be conducted.


The Marketing Department’s Undergraduate Faculty Advisor oversees Program Advising for the marketing concentration.

Jonah Berger,  Associate Professor of Marketing
Marketing Department Undergraduate Advisor
3730 Walnut Street, Jon M. Huntsman Hall Room 768