Marketing, BS
Students pursuing a concentration in marketing acquire a solid grounding in applying the basic disciplines (e.g., psychology, economics, statistics) essential for understanding consumer and organizational buying patterns and developing successful marketing strategies. They also gain practical experience applying these concepts and methods via half-semester mini-courses (e.g., new product development, advertising, retailing). Many students with a marketing concentration have gone on to work in brand management, advertising, sales, marketing research, consulting, and entrepreneurial ventures.
For more information: marketing.wharton.upenn.edu
Curriculum
| Code | Title | Course Units |
|---|---|---|
| MKTG 2110 | Consumer Behavior | 1 |
| Select one of the following: | 1 | |
| Data and Analysis for Marketing Decisions | ||
| Models for Marketing Strategy | ||
| Experiments for Business Decision Making (Center Special Topic) 4 | ||
| Applied Probability Models in Marketing | ||
| Measurement and Data Analysis in Marketing - Part A and Measurement and Data Analysis in Marketing - Part B 1 | ||
| Research Methods in Marketing - Part A and Research Methods in Marketing - Part B 1 | ||
| Select two course units from the following: | 2 | |
| Principles of Retailing | ||
| Digital Marketing and Electronic Commerce 2 | ||
| Idea Generation & the Systematic Approach for Creativity | ||
| Entrepreneurial Marketing | ||
| Introduction to Brain Science for Business 5 | ||
| Consumer Neuroscience 6 | ||
| Visual Marketing | ||
| Marketing Strategy for Technology Platforms | ||
| Pricing Policy 2 | ||
| Antitrust and Big Tech | ||
| Principles of Advertising | ||
| Marketing for Social Impact | ||
| Digital Marketing, Social Media and E-Commerce 3 | ||
| Models for Marketing Strategy | ||
| Marketing Strategy | ||
| Strategic Brand Management | ||
| Pricing Strategies 2 | ||
| Retail Merchandising (Center Special Topic) 4 | ||
| Experiments for Business Decision Making (Center Special Topic) 4 | ||
| Special Topics - Marketing Analytics 4 | ||
| Special Topics: The Business of Wellness: Marketing and Consumption 4 | ||
| Special Topics - AI in Our Lives 4 | ||
| Independent Study | ||
| Applied Probability Models in Marketing | ||
| Other Wharton Requirements | 33 | |
| AI in Our Lives: The Behavioral Science of Autonomous Technology ((experimental)) 4 | ||
| Total Course Units | 37 | |
- 1
This is a PhD course. Students need instructor permission and a permit from the department to enroll.
- 2
- 3
- 4
Special Topics and Experimental courses: Subject to approval of department concentration advisor.
- 5
MKTG 2370 replaced Special Topics course MKTG 3510. MKTG 2370 and MKTG 3510 cannot both be taken for credit.
- 6
MKTG 2380 replaced MKTG 3500 "Special Topics: Consumer Neuroscience". MKTG 2380 and MKTG 3500 cannot both be taken for credit.
Other Wharton Requirements
| Code | Title | Course Units |
|---|---|---|
| First-Year Foundations | ||
| BEPP 1000 | Introductory Economics for Business Students 1 | 1 |
| MATH 1400 | Calculus, Part I | 1 |
| or MATH 1100 | Calculus for Wharton Students | |
| Writing | ||
| Critical Writing Seminar | 1 | |
| Business | ||
| Business Breadth (non-concentration courses) | 3 | |
| Leadership Journey | ||
| WH 1010 | Business and You | 0.5 |
| WH 2010 | Business Communication for Impact | 0.5 |
| MGMT 3010 | Teamwork and Interpersonal Influence | 0.5 |
| Capstone Course/Project | 0.5 | |
| Fundamentals | ||
| ACCT 1010 | Accounting and Financial Reporting | 1 |
| ACCT 1020 | Strategic Cost Analysis | 1 |
| BEPP 2500 | Managerial Economics | 1 |
| FNCE 1000 | Corporate Finance | 1 |
| FNCE 1010 | Monetary Economics and the Global Economy | 1 |
| LGST 1000 | Ethics and Social Responsibility | 1 |
| or LGST 1010 | Law and Social Values | |
| MKTG 1010 | Introduction to Marketing | 1 |
| OIDD 1010 | An Introduction to Operations, Information and Decisions | 1 |
| STAT 1010 | Introductory Business Statistics | 1 |
| STAT 1020 | Introductory Business Statistics | 1 |
| Global Economy, Business & Society | ||
| One course unit required | 1 | |
| Technology, Innovation & Analytics | ||
| One course unit required | 1 | |
| Liberal Arts & Sciences | ||
| Foreign Language | 1 | |
| Second semester-level course or equivalent required | 1 | |
| Humanities | ||
| At least one course unit required | 1 | |
| Natural Science, Math & Engineering | ||
| At least one course unit required | 1 | |
| Social Science | ||
| At least one course unit required | 1 | |
Cross-Cultural Perspectives | ||
| Three course units required 2 | 3 | |
| Unrestricted Electives | ||
| Five course units required | 5 | |
| Total Course Units | 33 | |
- 1
For students who take ECON 0100 Introduction to Micro Economics and ECON 0200 Introductory Economics: Macro in place of BEPP 1000 Introductory Economics for Business Students of these courses can be slotted for BEPP 1000 on the worksheet. The second course may be used to fulfill a General Education Distribution or Unrestricted Elective requirement.
- 2
Two can double-count as Humanities; Natural Science, Math & Engineering; Social Science; or Flex Gen Ed.
The degree and major requirements displayed are intended as a guide for students entering in the Fall of 2024 and later. Students should consult with their academic program regarding final certifications and requirements for graduation.