Marketing

From Super Bowl commercials featuring giant horses, to 15% off coupons for shoes, to conducting research about why new parents prefer one brand of diaper over another—marketers play a huge role in the success (or failure) of an extraordinary variety of products, services, and organizations. Studying marketing will prepare you to understand the world of business and consumer behavior—whether you want to work for a large company, start your own, help a nonprofit organization raise money, or simply want to understand human behavior a little bit better.

Mortarboard

Degree Types

Major , Minor

Institution

Complementary Programs

Business Administration

Accounting

Heart

Distinctive Requirements

Experiential Learning

Document

Art in Marketing

Graphic Design & Studio Art

The Marketing Major at McDaniel College

Offered in the Economics and Business Administration department, the marketing major at McDaniel is a professional, interdisciplinary program using both traditional classroom and immersive, experiential learning. Marketing students at McDaniel will develop skills in key areas such as market research, marketing strategy, consumer behavior, marketing mix management, social media, and digital marketing.

The Marketing Industry is ready for you.

According to the Bureau of Labor Statistics, employment of advertising, promotions and marketing managers is projected to grow 10% from 2016 to 2026, faster than the average for all occupations.

Where our graduates are now Graduates from the department have gone on to careers at places like:

Bank of America
Berkshire Hathaway
Bureau of Labor Statistics
Deloitte and Touche
Department of Energy
Northrup Grumman
Smith Barney/Citigroup
T. Rowe Price

Pathways to Success: McDaniel Graduates Pursuing Advanced Degrees

Two Data Analytics students collaborate at a computer.

McDaniel College BA/MS Pathways M.S. in Data Analytics from McDaniel College Accelerated Bachelor’s to Master’s Programs

McDaniel offers 5-year programs resulting in a Master of Science in Data Analytics in the following degree programs: Accounting, Business Administration, Economics, and Marketing.

McDaniel undergraduate students who decide to pursue these new degree options would apply in their junior year and would complete two graduate courses during their senior year.

Graduate School Partnership Johns Hopkins Carey Business School 4+1 Program Provides Option to earn Joint Degree

Through a collaboration with Johns Hopkins Carey Business School, McDaniel students have the opportunity to earn a combined bachelor’s and master’s degree from both institutions.

Photo courtesy of Johns Hopkins Carey Business School.

Graduate School Partnership Duquesne’s Palumbo-Donahue School of Business Preferred Admission to Four Master’s Degree Programs

McDaniel College and Duquesne University have formed a new partnership that gives McDaniel undergraduate students in the Economics and Business Administration department, as well as eligible alumni, preferred admission to four master’s degree programs at Duquesne’s Palumbo-Donahue School of Business.

Photo courtesy of Duquesne University Palumbo-Donahue School of Business.

Distinctive Courses

This is it. Unbutton your creativity and get footloose in this course where you’ll create a brand, market the products you’ll make, and the products we’ll supply you. In other words, we’ll negotiate the danger zone that is web entrepreneurship. In this class, you’ll get a theme or a business idea to market online (e.g., we might supply you with an old dated product like the LaserBeam Wristwatch or movies featuring songs by Kenny Loggins). You’ll put into practice theory from art and rhetoric on persuasion and communication as we help you make a product, a web presence, and negotiate the various aspects of small online side businesses. You’ll vlog, blog, tweet, post, design, promote, and advertise, and possibly, make money.

This course will take students from the basics of digital marketing to the actual online campaign management. We will discover the latest trends, tools, and techniques that help companies in brand development and turning brand values to actual sales on the internet. We will familiarize with expressions like SEO (Search Engine Optimization), SEM (Search Engine Marketing), Big Data, social media management and content marketing. Students will have the chance to follow real life examples from integrating digital methods into marketing plans through the campaign management to the evaluation of the results.

The study of consumers as buyers and users of products and services. Highlights the complexity of consumers as unique individuals and decision makers. Considers multiple perspectives on consumer behavior including economic, social, psychological, and cultural factors. Examines how consumer understanding influences marketing strategy.

We live in an increasingly visual world. It is important to understand how visuals can be used to communicate information and meaning, and how visuals influence sense making and subsequent behavior. This course explores visual means of representation, aspects of visual design, and methods used for visual communication research.

Marketing Program Requirements

Marketing Major Courses Marketing Minor Courses

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Department Faculty

Learn more about the faculty and staff behind this program.

See Economics & Business Administration faculty

The McDaniel Commitment in Action

The McDaniel Commitment—a series of opportunities guaranteed to all students—provides enhanced mentoring and coaching, and ensures every undergraduate student completes at least two meaningful experiential learning opportunities.

Study Abroad

Internships

Research

Meet the Faculty Svetlana Tokareva, Ph.D. From Brand Manager to Professor

What was it like to work as a brand manager before you became an academic?: Working as a brand manager is a pretty creative specialization, so you can work on everything from analytics to advertising and design. There’s a broad scope of things. My favorite project I worked on was Tassimo Coffee’s on-demand coffee system launch. I collaborated with professionals from different European countries to develop the product from scratch because that product category wasn’t developed in Russia at the time. I learned a lot from that experience.

Read the full Q&A with Prof. Tokareva.

Impressive Outcomes Erin Herbert ’06 Disney Career Touchdown

Erin Herbert ’06 Disney has been the Baltimore Ravens’ digital media manager for the past decade. “McDaniel College was my training camp for real life,” Disney says. “I was able to learn and develop the skills I needed to be successful in my dream career, even before I knew it was my dream.” Once she was hired by the Ravens, she put her Art major and Communication minor to use for her favorite hometown team.

Read more about Erin's marketing career journey

Faculty Spotlight Tracy Imm ’87

By teaching interdisciplinary skills, professor Tracy Imm hopes to inspire students to develop a global perspective. Outside of the classroom, Imm works as a management consultant, executive coach, and marketing expert. She graduated from McDaniel with a B.A. in Communication and holds an M.B.A. in Marketing and Management from the University of Baltimore, Merrick School of Business, and an M.S. in Business and Technology Management from Stevenson University.

Read a Q&A with Tracy Imm '87

Business Administration Entrepreneurship Art - Graphic Design Data Analytics, M.S. (100% Online or Hybrid Low Residency) Accounting