Marketing

Marketing uses focused strategies to attract an audience, create value, and influence purchasing decisions. 

You will begin the marketing major with a three-course core curriculum, which includes Sales Fundamentals, Buyer Behavior and Marketing Research. Then, you will choose a concentration in Digital Marketing & Analytics, Professional Sales & Marketing, or Sports Marketing. 

View the Curriculum Guide

Digital Marketing & Analytics

Students will gain expertise in areas like search engine optimization (SEO), paid search campaigns, customer relationship management (CRM) software, and content marketing, which includes social media marketing. Professionals can work for marketing research firms, digital marketing agencies, and for companies looking to expand their digital footprint. 

In the Digital Marketing course, students will work with our partner, Level Agency, on an experiential learning project. 

Level Agency logo

Professional Sales & Marketing

The program connects sales theory to practice by utilizing the Center for Leadership in Professional Selling. Each year, our students compete at top sales competitions throughout the country including Duquesne's own Steel City Sales Challenge. Job opportunities in sales are available in a variety of industries, including technology, financial services, and medical devices. 

Sports Marketing

This program is ideal for students seeking to work in the sports industry. Students will learn about sports marketing and promotion, management, and the economy of sports. Career opportunities include professional organizations like the NHL, retailers like Dick's Sporting Goods, major sporting events like NASCAR, and collegiate athletic departments. 

 

Program Information

You will begin the marketing major by taking a three-course core curriculum, which includes sales fundamentals, buyer behavior, and marketing research.

Program Type

Major, Minor

Degree

Bachelor's

School

Palumbo-Donahue School of Business

Academic Department

Management and Marketing

Duration

4-year

Required Credit Hours

69

From Our Alumni

Heather Tom

"The Microsoft Excel course, during my freshman year, definitely set me apart from my coworkers who did not have the same experience. The on-the-job learning curve was not as steep for me because of the thoroughness of the course. As a result, I was easily able to navigate functions, formulas, and analyze large data sets."

Heather Tom B'19, Account Manager for Google

Curriculum

View the Course Descriptions
You will begin the marketing major by taking a three-course core curriculum, which includes sales fundamentals, buyer behavior, and marketing research.
  • MKTG 271 Marketing and Business Development (3 credits—Business Core)
  • MKTG 373 Sales Fundamentals (3 credits) 
  • MKTG 374W Marketing Research (3 credits) 
  • MKTG 379 Buyer Behavior (3 credits) 
Students can earn a minor by completing MKTG 271 and one of the concentrations.
By earning your Bachelor of Science in Business Administration (BSBA), you will achieve five key Learning Outcomes: Business Functional Knowledge, Analytical & Critical Business Thinking, Cultural Intelligence, Ethical & Moral Compass, and Influence & Collaboration.

Concentrations

  • MKTG 442 Digital Sales and Marketing Tools (3 credits)
  • MKTG 472 Digital Marketing (3 credits)
  • MKTG 474 Data-Driven Marketing (3 credits)
  • MKTG 476 Product Innovation (3 credits)
  • IBUS 345 International Negotiation (3 credits)
  • MKTG 442 Digital Sales and Marketing Tools (3 credits)
  • MKTG 473 Sales Management (3 credits)
  • SPMK 473 Sales and Revenue Generation (3 credits) 
  • SPMK 376 Sports Marketing and Promotion (3 credits)
  • SPMK 377 Sports Management (3 credits)
  • SPMK 473 Sales and Revenue Generation (3 credits)
  • SPMK 477W Strategic Sports Projects (3 credits)