hats displayed on the wall of the campus store

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,B.A./M.S. Pathway

Institution

Complementary Programs

Business Administration

Entrepreneurship

Management

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.

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

The course addresses issues in the strategy, organization, marketing, and management of companies operating in the global market. In addition the course will integrate the sciences of geography and history along with individual country flags and on-going current events. It is assumed students, through the completion of the prerequisite and other relevant courses in marketing, are familiar with the key concepts in international business and marketing research and planning. Case studies used in this course will help you develop your analytical and decision-making skills and also highlight the reality of environmental uncertainties influencing decision making in the global context. Cases also seek to develop your capacity to identify issues, to reason carefully through various options and improve your ability to manage the organizational process by which decisions get formed and executed. In addition to case analyses we will also read and discuss additional articles on strategic issues relevant to operating in a global context. Thus, students will develop both, historical and current, and theoretical and practical, perspectives on operating in a global context.

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.

The study of coordinated marketing promotional activities including advertising, sales promotion, personal selling, digital marketing, direct marketing, and public relations. Integrated Marketing Communications (IMC) emphasizes strategic planning and integrated implementation of these promotional tools to meet marketing goals.

Marketing Program Requirements

Marketing Major Courses Marketing Minor Courses

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See Yourself Here

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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.

Portrait of Nikhil Niyogi. He is wearing a blue button-down shirt.

Class of 2025: Nikhil K. Niyogi Marketing Major, Art Minor

Nikhil Niyogi built his marketing expertise as an executive member of the Program in Innovation and Entrepreneurship (P.I.E.) Club and member of the American Marketing Association. With insight into consumer behavior and advertising strategy from his courses, he’s ready to leverage his lessons and enter the field of marketing and communications.

"The best class I took at McDaniel was Consumer Behavior. As someone who is interested in marketing, this class really shaped my understanding of people as buyers, and I often find myself applying insights from this class in real life."

Read Nikhil's full Q&A.

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.

Business Administration Entrepreneurship Art - Graphic Design Data Analytics, M.S. (STEM Designated with Day-1 CPT) Accounting