Marketing is the area of business that revolves around satisfying customer needs – through research, development of products and services, planning, pricing, advertising, promotion, and distribution.

Marketers don’t sit still. The field is dynamic, which means that marketers have to constantly be on top of changes in customer attitudes and buying behaviors. They need to understand how the economy, culture, and demographics will affect their business. They must also have a deep understanding of their industry and the competition. And they need to pull all of that together to help satisfy the customer, build new markets, and grow their companies.

In the Marketing degree program at the Lubar College of Business, you’ll gain fundamental knowledge that will prepare you for a marketing career in a corporation, non-profit organization, or even government. You’ll learn how marketing supports an organization’s objectives, how to examine consumer motivation and behavior; how to price, promote, and distribute products and services; and how to plan and analyze market research data to make good decisions.

Program Type


Program Format

On Campus

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Marketing Degree Coursework (21 credits)

Required Courses (9 credits)

BUS ADM 461 Consumer Behavior
BUS ADM 462 Marketing Research
BUS ADM 463 Marketing Management

Marketing Elective Courses (12 credits)

Students choose at least four of the following:
BUS ADM 447 Entrepreneurship
BUS ADM 460 Retail Management
BUS ADM 464 Management of Promotion
BUS ADM 465 International Marketing
BUS ADM 466 Business to Business Sales and Marketing
BUS ADM 467 Marketing Seminar
BUS ADM 468 Internet Marketing
BUS ADM 469 Marketing Professional Internship

Students pursuing the Marketing Major will also take Business Foundation Courses and Business Core courses as part of the undergraduate degree.

Additional degree requirements and course descriptions for the Bachelor of Business Administration (BBA) degree can be found in the Undergraduate Catalog. Program Checklists and 4-Year Plans can be found on the Undergraduate Student Services MyLubar Resources page.

As a Marketing graduate, you’ll have a wide range of career opportunities available to you when you enter the workforce. Many students who major in marketing go on to careers in sales, consumer products, advertising, product management, brand management, retail, sports and entertainment, entrepreneurial ventures, or other industries.

Job titles of recent Lubar BBA-Marketing graduates:

Impact Manager
Marketing Coordinator
Marketing Specialist
Merchandising Assistant
Global Data Coordinator
Digital Media Manager
Sales Excellence Associate
Marketing and Sales Associate
Product Specialist
Account Executive/Fan Relations
Commercial Sales Specialist
Pricing Analyst

Companies that have hired recent Lubar BBA-Marketing graduates:

Abercrombie & Fitch
Acuity Insurance
Cooper Power Systems
Direct Supply
Horny Goat Brewing Co.
Infinite Interactive Communications
Kohl’s Corporation
Mark Trvel Corporation
Milwaukee Wave
Minnesota Wild Hockey Club
Rockwell Automation
Trek Bicycle

Lubar marketing faculty have strength across a broad array of marketing specialties, including consumer behavior, internet marketing strategies, promotion and advertising, customer relationship management, and branding. With educational backgrounds in marketing, engineering, statistics, supply chain management, psychology, and international business, as well as corporate marketing experience, the group offers an extensive range of knowledge.

Grace Ambrose
  • Teaching Faculty, Marketing
Amit Bhatnagar
  • Professor, Marketing
  • Director, PhD Program
  • Ronald E. Pawasarat Faculty Scholar
Ishuan Chiu
  • Assistant Professor, Marketing
Katherine Du
  • Assistant Professor, Marketing
Sanjoy Ghose
  • Judith H. and Gale E. Klappa Endowed Professor, Marketing
Charles Kang
  • Assistant Professor, Marketing
lisa lipkins
  • Teaching Faculty, Marketing
  • Director, Business Scholars Program
Purush Papatla
  • Northwestern Mutual Data Science Institute Professor, Marketing
  • Co-Director, Northwestern Mutual Data Science Institute
Tracy Rank Christman
  • Assistant Professor, Marketing
  • Roger L. Fitzsimonds Junior Faculty Scholar
Pallav Routh
  • Assistant Professor, Marketing
Zuhui Xiao
  • Assistant Professor, Marketing
Undergraduate Student Services
Lubar Hall N297