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 

MKTG 2110Consumer Behavior1
Select one of the following:1
MKTG 2120
Data and Analysis for Marketing Decisions
MKTG 2710
Models for Marketing Strategy
MKTG 3090
Special Topics: Experiments for Business Decision Making 4
MKTG 4760
Applied Probability Models in Marketing
MKTG 9400
& MKTG 9410
Measurement and Data Analysis in Marketing - Part A
and Measurement and Data Analysis in Marketing - Part B 1
MKTG 9420
& MKTG 9430
Research Methods in Marketing - Part A
and Research Methods in Marketing - Part B 1
Select two course units from the following:2
MKTG 2210
New Product Management
MKTG 2240
Advertising Management 5
MKTG 2250
Principles of Retailing
MKTG 2270
Digital Marketing and Electronic Commerce 2
MKTG 2340
Idea Generation & the Systematic Approach for Creativity
MKTG 2410
Entrepreneurial Marketing
MKTG 2370
Introduction to Brain Science for Business 6
MKTG 2390
Visual Marketing
MKTG 2470
Marketing Strategy for Technology Platforms (experimental) 4
MKTG 2540
Pricing Policy 2
MKTG 2600
Innovation, Marketing Strategy, and Antitrust
MKTG 2620
New Product Development
MKTG 2650
Principles of Advertising 5
MKTG 2660
Marketing for Social Impact
MKTG 2700
Digital Marketing, Social Media and E-Commerce 3
MKTG 2710
Models for Marketing Strategy
MKTG 2770
Marketing Strategy
MKTG 2780
Strategic Brand Management
MKTG 2880
Pricing Strategies 2
MKTG 3060
Retail Merchandising (Center Special Topic) 4
MKTG 3090
Special Topics: Experiments for Business Decision Making 4
MKTG 3500
Special Topics - Consumer Neuroscience 4
MKTG 3520
Special Topics - Marketing Analytics 4
MKTG 3530
Special Topics: The Business of Wellness: Marketing and Consumption 4
MKTG 3530
Special Topics: The Business of Wellness: Marketing and Consumption
MKTG 3990
Independent Study
MKTG 4760
Applied Probability Models in Marketing
Other Wharton Requirements33
Total Course Units37
1

This is a PhD course. Students need instructor permission and a permit from the department to enroll.

2

MKTG 2540 and MKTG 2880 cannot both be taken for credit.

3

 MKTG 2270 and MKTG 2700 cannot both be taken for credit.

4

Special Topics and Experimental courses: Subject to approval of department concentration advisor.

5

MKTG 2240 and MKTG 2650 cannot both be taken for credit.

6

MKTG 2370 replaced Special Topics course MKTG 3510. MKTG 2370 and MKTG 3510 cannot both be taken for credit.

Other Wharton Requirements

First-Year Foundations
BEPP 1000Introductory Economics for Business Students 11
MATH 1400Calculus, Part I1
or MATH 1100 Calculus for Wharton Students
Writing
Critical Writing Seminar1
Business
Business Breadth (non-concentration courses)3
Leadership Journey
WH 1010Business and You0.5
WH 2010Business Communication for Impact0.5
MGMT 3010Teamwork and Interpersonal Influence0.5
Capstone Course/Project0.5
Fundamentals
ACCT 1010Accounting and Financial Reporting1
ACCT 1020Strategic Cost Analysis1
BEPP 2500Managerial Economics1
FNCE 1000Corporate Finance1
FNCE 1010Monetary Economics and the Global Economy1
LGST 1000Ethics and Social Responsibility1
or LGST 1010 Law and Social Values
MKTG 1010Introduction to Marketing1
OIDD 1010An Introduction to Operations, Information and Decisions1
STAT 1010Introductory Business Statistics1
STAT 1020Introductory Business Statistics1
Global Economy, Business & Society
One course unit required1
Technology, Innovation & Analytics
One course unit required1
Liberal Arts & Sciences
Foreign Language1
Second semester-level course or equivalent required1
Humanities
At least one course unit required1
Natural Science, Math & Engineering
At least one course unit required1
Social Science
At least one course unit required1
Cross-Cultural Perspectives
Three course units required 23
Unrestricted Electives
Five course units required5
Total Course Units33
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 2023 and later. Students should consult with their academic program regarding final certifications and requirements for graduation.