Home > Majors and Minors > Marketing

Marketing

Marketing is a broad field with a primary purpose of generating demand for an enterprise's products or services. It involves an understanding of consumer behavior and research to determine consumer preferences and to guide firms in dealing with those preferences. 

Marketing Major Focus Areas

Because customer insights are at the center of the marketing process, all Smeal marketing majors take courses in consumer behavior, marketing research, and marketing strategy. Majors then have the option to pick their own diverse combination of courses or select a focus area of prescribed and recommended courses.

The marketing major focus areas include:

  • Brand management
  • Digital marketing
  • Marketing analytics
  • Retail and merchandise management
  • Consultative selling
  • Sport marketing

IN FOCUS
Penn State Marketing Association:
One of the largest student-run organizations at Penn State, PSMA provides members networking opportunities and an outlet for professional growth.

 Careers in Marketing

 Careers in marketing include positions in:

  • Brand management
  • Product line management
  • Digital marketing
  • Marketing analytics
  • Retail planning and allocation
  • Retail buying
  • Sales management
  • Consulting
  • Field sales
  • Consultative selling
  • Sports sponsorships
  • Sports analytics

Marketing Degree Requirements and Sample Schedules

IN FOCUS
Penn State Prime: Gives you the opportunity to gain hands-on project management skills in the areas of advertising and brand marketing.