Marketing is a dynamic field that prepares students for a variety of careers ranging from brand and product management to marketing research and analytics to advertising and public relations. What makes marketing exciting is that it has both an analytical and a creative aspect. A marketing career can be a good fit for a student with either a liberal arts or technical background.
Marketing helps engage customers, builds strong customer relationships, and creates customer value. Today’s successful companies share a customer focus and a strong commitment to marketing. The two-fold goal of marketing is to attract new customers by promising superior value and to retain and grow customers by delivering value and satisfaction. To engage customers in long-term relationships, outstanding companies aim to generate customer loyalty by providing higher levels of customer satisfaction. They delight customers by promising what they can deliver and then delivering more than they promise. Delighted customers make repeat purchases and spread the word about their good experiences to others.
Plan of Study
The Marketing Major’s Plan of Study has courses that prepare students for various jobs. Consumer Analytics, Marketing Analytics and Marketing Research help develop skills to support data-driven decision-making. Digital Marketing and Social Media Marketing provide key insights for online marketing. Other courses focus on the strategic aspects of marketing. These courses include Brand Management, International Marketing and New Product Development. Finally, Pricing Strategies develops skills on how to cover costs and enhance firm profit.
Experiential Marketing is a capstone course where student teams apply their accumulated coursework to a sponsored active-learning project. This is done in small groups with faculty supervision. The deliverables require students to formulate a marketing strategy based on unstructured problem solving. Though the exact nature of the sponsored projects change each year, below are a few general examples.
- Developing a marketing strategy for a new product.
- Gathering insights for marketing decisions by analyzing marketing data.
- Formulating a digital marketing strategy.
The Marketing Major’s overarching goal is to provide students with the knowledge and skills to thrive in a variety of marketing roles. Some students pursue careers in brand and product management. Others find positions as marketing researchers or marketing analysts. Finally, there are a growing number of careers in digital marketing and web design.Recent Krannert graduates have found marketing positions in a wide variety of firms. These include Accenture, Anheuser Busch, AT&T, Crowe LLP, Cummins, Dell, DISH Network, Dow, Eli Lilly, Ford, Intel, Kohl’s, Meijer, Nielsen, Oracle, PepsiCo, Roche Diagnostics, Salesforce, Unilever, West Monroe Partners and Whirlpool.There have also been digital marketing positions in the advertising industry. Some examples are Blank Space Branding, Drive Social Media, Found Search Marketing, and RevLocal.
Marketing Major Change (CODO) Requirements
120 Credits Required
Management Admissions Index (MAI) Core
Management Admissions Index(MAI) classes consist of:
- ECON 25100 Microeconomics
- ENGL 10600 First-year Composition or ENGL 10800 Accelerated First-year Composition or SCLA 10100 Transformative Texts, Critical Thinking and Communication I: Antiquity to Modernity or HONR 19903 Interdisciplinary Approaches to Writing
- MA 16010 Applied Calculus I
- MGMT 20000 Introductory Accounting
- COM 11400 Fundamentals of Speech Communication or COM 21700 Science Writing & Presentation OR SCLA 10200 Transformative Texts, Critical Thinking and Communication II: Modern World OR EDPS 31500 Collaborative Leadership: Interpersonal Skills
Upper Division Requirements: A student must 1) complete all MAI courses with a 3.00 or above MAI GPA AND a 2.50 cumulative GPA 2) have a C- or higher in all MAI AND any School of Management courses(MEO) 3) Not be on academic probation.
- University Policy states students may only attempt a course 3 times and grades of W or WF are included in this limit. Per the School of Management, no more than three different MAI courses, or their equivalents, may be taken two times for a grade.
- Students are responsible for consulting their advisor about re-take options available to them.
- Previous enrollments in MA 16100, 16200, 16500, 16600 do not count against the retake policy for the MAI.
Department/Program Major Courses (55 credits)
Required Major Courses (40 credits)
Major Selectives - Choose Five (15 credits)
Other Departmental Requirements (39-40 credits)
Electives (25-26 credits)
- Electives - Credit Hours: 25.00-26.00
Optional Concentration for Marketing
University Core Requirements
For a complete listing of University Core Course Selectives, visit the Provost’s Website.
- Human Cultures: Behavioral/Social Science (BSS)
- Human Cultures: Humanities (HUM)
- Information Literacy (IL)
- Oral Communication (OC)
- Quantitative Reasoning (QR)
- Science #1 (SCI)
- Science #2 (SCI)
- Science, Technology, and Society (STS)
- Written Communication (WC)
Civics Literacy Proficiency Requirement:
The Civics Literacy Proficiency activities are designed to develop civic knowledge of Purdue students in an effort to graduate a more informed citizenry.
Students will complete the Proficiency by passing a test of civic knowledge, and completing one of three paths:
- Attending six approved civics-related events and completing an assessment for each; or
- Completing 12 podcasts created by the Purdue Center for C-SPAN Scholarship and Engagement that use C-SPAN material and completing an assessment for each; or
- Earning a passing grade for one of these approved courses (or transferring in approved AP or departmental credit in lieu of taking a course)
For more information visit the Civics Literacy Proficiency website.
For current pre-requisites for courses, click here.
Spring 3rd Year
- Major Selective - Credit Hours: 3.00
- Major Selective - Credit Hours: 3.00
- Elective - Credit Hours: 3:00
- Elective - Credit Hours: 3.00
- Elective - Credit Hours: 2.00-3.00
- MGMT, OBHR and ECON courses numbered 30000 or higher can only be taken after being admitted to Upper Division, with the exception of OBHR 33300. Students may take this course during their Sophomore Year.
- Courses taken on approved Krannert study abroad programs may be used to satisfy degree requirements. Students participating in a Purdue approved study abroad program are registered as full-time Purdue students during their semester abroad. Schedule an appointment with your advisor to discuss study abroad opportunities.
- Information on summer courses is available at www.purdue.edu/thinksummer.
- Graduation Index: 2.00 minimum - Major Index: 2.00 minimum
- Transfer credit for upper level MGMT, OBHR and ECON (Purdue Transfer Credit Courses) will only be considered if taken at a 4 year AACSB accredited school.
- It is strongly encouraged that you take MGMT 32400 and MGMT 30500 or STAT 35000 following your admission to Upper Division as they are pre-requisites for a majority of your MAJOR SELECTIVES courses.
World Language Courses
World Language proficiency requirements vary by program. The following list is inclusive of all world languages PWL offers for credit; for acceptable languages and proficiency levels, see your advisor.
|ASL-American Sign Language
The ♦ course is considered critical.
In alignment with the Degree Map Guidance for Indiana’s Public Colleges and Universities, published by the Commission for Higher Education (pursuant to HEA 1348-2013), a Critical Course is identified as “one that a student must be able to pass to persist and succeed in a particular major. Students who want to be nurses, for example, should know that they are expected to be proficient in courses like biology in order to be successful. These would be identified by the institutions for each degree program”.
The student is ultimately responsible for knowing and completing all degree requirements.
The myPurduePlan powered by DegreeWorks is the knowledge source for specific requirements and completion.