Marketing Major
Description
The marketing major provides students with the customer behavior and marketing analytics tools needed to create lasting customer advantage. It also provides marketing strategy frameworks that enable firms to apply these insights when creating and responding to disruptions in the marketplace. Students who complete the marketing major understand how to deliver superior customer experiences that strengthen competitive advantage and drive sustainable growth.
Video Introduction: Marketing Major
Major requirements are determined by the quarter you began your Kellogg MBA program. Any new courses and adjustments to the major displayed in the most recent academic year can be applied to previously matriculated students.
Please click on the relevant time period below to confirm your specific requirements:
Summer 2022 - Spring 2023
A student must earn at least FOUR credits (in any combination of half-and full-credit courses) from the courses listed below to complete the major. Only one Lab credit can count toward the major.
At least ONE course credit from the following list:
| MKTG-450-0 | Marketing Research and Analytics |
| MKTG-462-0 | Retail Analytics and Pricing |
| MKTG-482-0 | Customer Analytics |
| MKTG-479-0 |
Critical Thinking in Digital and Social Media Marketing |
At least ONE course credit from the following list:
| MKTG-451-0 | Omnichannel Experience Strategies |
| MKTG-454-0 | Advertising Strategy |
| MKTG-465-0 | Launching New Products and Services |
| MKTG-466-0 | Marketing Strategy for Growth and Defense |
| MKTG-473-0 | Strategic Brand Management |
TWO additional course credits from the courses listed above OR from the following list:
| MKTG-458-0 | Product Management for Technology Companies |
| MKTG-468-0 | Technology Marketing |
| MKTG-478-0 | C Suite and Boardroom Dynamics |
| MKTG-650-0 |
Marketing Consulting Laboratory |
| MKTG-939-5 | Influencer Marketing |
| MKTG-948-0 | Customer Loyalty |
| MKTG-949-0 | Ethnographic Customer Insights |
| MKTG-956-0 | Digital Marketing Implementation |
| MKTG-959-0 |
Behavioral Marketing Science |
| MKTG-963-0 | Marketing Luxury |
| MKTG-965-0 | Marketing in Emerging Markets |
| HCAK-470-0 | Biomedical Marketing (formerly designated HEMA-470-0) |
Please note: Independent Studies may not count toward the Marketing major
Last edited November 17, 2022. For any questions regarding this page, please email kellogg-registrar@kellogg.northwestern.edu
Summer 2021 - Spring 2022
A student must earn at least FOUR credits (in any combination of half-and full-credit courses) from the courses listed below to complete the major. Only one Lab credit can count toward the major.
At least ONE course credit from the following list:
| MKTG-450-0 | Marketing Research and Analytics |
| MKTG-462-0 | Retail Analytics and Pricing |
| MKTG-482-0 | Customer Analytics |
| MKTG-479-0 |
Critical Thinking in Digital and Social Media Marketing |
At least ONE course credit from the following list:
| MKTG-451-0 | Omnichannel Experience Strategies |
| MKTG-453-0 | Business-to-Business Marketing |
| MKTG-454-0 | Advertising Strategy |
| MKTG-465-0 | Launching New Products and Services |
| MKTG-466-0 | Marketing Strategy for Growth and Defense |
| MKTG-473-0 | Strategic Brand Management |
TWO additional course credits from the courses listed above OR from the following list:
| MKTG-458-0 | Product Management for Technology Companies |
| MKTG-459-5 | Services Marketing and Management |
| MKTG-468-0 | Technology Marketing |
| MKTG-478-0 | C Suite and Boardroom Dynamics |
| MKTG-650-0 |
Marketing Consulting Laboratory |
| MKTG-918-5 | Consumers, Culture, and Leadership |
| MKTG-935-5 | Growing Businesses, Growing People |
| MKTG-939-5 | Influencer Marketing |
| MKTG-948-0 | Customer Loyalty |
| MKTG-949-0 | Ethnographic Customer Insights |
| MKTG-956-0 | Digital Marketing Implementation |
| MKTG-959-0 |
Behavioral Marketing Science |
| MKTG-930-5 | Technology in the Age of Analytics |
| MKTG-963-0 | Marketing Luxury |
| HCAK-470-0 | Biomedical Marketing (formerly designated HEMA-470-0) |
Please note: Independent Studies may not count toward the Marketing major
Last edited September 13, 2021. For any questions regarding this page, please email kellogg-registrar@kellogg.northwestern.edu
Summer 2020 - Spring 2021
A student must earn at least FOUR credits (in any combination of half-and full-credit courses) from the courses listed below to complete the major. Only one Lab credit can count toward the major.
At least ONE course credit from the following list:
| MKTG-450-0 | Marketing Research and Analytics |
| MKTG-462-0 | Retail Analytics and Pricing |
| MKTG-482-0 | Customer Analytics |
| MKTG-479-0 |
Critical Thinking in Digital and Social Media Marketing |
At least ONE course credit from the following list:
| MKTG-451-0 | Omnichannel Experience Strategies |
| MKTG-453-0 | Business-to-Business Marketing |
| MKTG-454-0 | Advertising Strategy |
| MKTG-465-0 | Launching New Products and Services |
| MKTG-466-0 | Marketing Strategy for Growth and Defense |
| MKTG-473-0 | Strategic Brand Management |
TWO additional course credits from the courses listed above OR from the following list:
| MKTG-459-5 | Services Marketing and Management |
| MKTG-468-0 | Technology Marketing |
| MKTG-918-5 | Consumers, Culture, and Leadership |
| MKTG-478-0 | C Suite and Boardroom Dynamics |
| MKTG-650-0 |
Marketing Consulting Laboratory |
| MKTG-935-5 | Growing Businesses, Growing People |
| MKTG-948-0 | Customer Loyalty |
| MKTG-949-0 | Ethnographic Customer Insights |
| MKTG-956-0 | Digital Marketing Implementation |
| MKTG-959-0 |
Behavioral Marketing Science |
| MKTG-961-5 | Entrepreneurial Tools for Digital Marketing |
| MKTG-963-0 | Marketing Luxury |
| HCAK-470-0 | Biomedical Marketing (formerly designated HEMA-470-0) |
Please note: Independent Studies may not count toward the Marketing major
Last edited May 17, 2020. For any questions regarding this page, please email kellogg-registrar@kellogg.northwestern.edu
Summer 2019 - Spring 2020
A student must earn at least FOUR credits (in any combination of half-and full-credit courses) from the courses listed below to complete the major. Only one Lab credit can count toward the major.
At least ONE course credit from the following list:
| MKTG-450-0 | Marketing Research and Analytics |
| MKTG-462-0 | Retail Analytics and Pricing |
| MKTG-482-0 | Customer Analytics |
| MKTG-479-0 |
Critical Thinking in Digital and Social Media Marketing |
At least ONE course credit from the following list:
| MKTG-451-0 | Omnichannel Experience Strategies |
| MKTG-453-0 | Business-to-Business Marketing |
| MKTG-454-0 | Advertising Strategy |
| MKTG-465-0 | Launching New Products and Services |
| MKTG-466-0 | Marketing Strategy for Growth and Defense |
| MKTG-473-0 | Strategic Brand Management |
TWO additional course credits from the courses listed above OR from the following list:
| MKTG-459-5 | Services Marketing and Management |
| MKTG-468-0 | Technology Marketing |
| MKTG-918-5 | Consumers, Culture, and Leadership |
| MKTG-478-0 | C Suite and Boardroom Dynamics |
| MKTG-650-0 |
Marketing Consulting Laboratory |
| MKTG-935-5 | Growing Businesses, Growing People |
| MKTG-948-0 | Customer Loyalty |
| MKTG-949-0 | Ethnographic Customer Insights |
| MKTG-956-0 | Digital Marketing Implementation |
| MKTG-957-0 | eCommerce and Digital Marketing |
| MKTG-959-0 |
Behavioral Marketing Science |
| MKTG-961-5 | Entrepreneurial Tools for Digital Marketing |
| HCAK-470-0 | Biomedical Marketing (formerly designated HEMA-470-0) |
Please note: Independent Studies may not count toward the Marketing major
Last edited October 22, 2019. For any questions regarding this page, please email kellogg-registrar@kellogg.northwestern.edu
Summer 2018 - Spring 2019
A student must earn at least FOUR credits (in any combination of half-and full-credit courses) from the courses listed below to complete the major. Only one Lab credit can count toward the major.
At least ONE course credit from the following list:
| MKTG-450-0 | Marketing Research and Analytics |
| MKTG-462-0 | Retail Analytics |
| MKTG-482-0 | Customer Analytics |
| MKTG-955-0 | Digital Marketing Analytics |
At least ONE course credit from the following list:
| MKTG-451-0 | Omnichannel Experience Strategy |
| MKTG-453-0 | Business Marketing |
| MKTG-454-0 | Advertising Strategy |
| MKTG-465-0 | Launching New Products and Services |
| MKTG-466-0 | Marketing Strategy |
| MKTG-473-0 | Strategic Brand Management |
| MKTG-959-0 | Behavioral Marketing Science |
TWO additional course credits from the courses listed above OR from the following list:
| MKTG-459-5 | Services Marketing and Management |
| MKTG-468-0 | Technology Marketing |
| MKTG-918-0 | Consumers, Culture, and Leadership |
| MKTG-478-0 | C Suite and Boardroom Dynamics (formerly designated MKTG-940) |
| MKTG-948-0 | Customer Loyalty |
| MKTG-949-0 | Ethnographic Customer Insights |
| MKTG-650-0 | Marketing Consulting Laboratory |
| MKTG-956-0 | Digital Marketing Strategy |
| MKTG-957-0 | eCommerce and Digital Marketing |
| MKTG-961-5 | Entrepreneurial Tools for Digital Marketing |
| HCAK-470-0 | Biomedical Marketing (formerly designated HEMA-470-0) |
Last edited July 20, 2018. For any questions regarding this page, please email kellogg-registrar@kellogg.northwestern.edu
Summer 2017 - Spring 2018
A student must earn at least FOUR credits (in any combination of half-and full-credit courses) from the courses listed below to complete the major. Only one Lab credit can count toward the major.
At least ONE course credit from the following list:
| MKTG-450-0 | Marketing Research and Analytics |
| MKTG-462-0 | Retail Analytics |
| MKTG-482-0 | Customer Analytics (formerly designated MKTG-953) |
| MKTG-955-0 | Digital Marketing Analytics |
At least ONE course credit from the following list:
| MKTG-451-0 | Marketing Channel Strategies |
| MKTG-453-0 | Business Marketing |
| MKTG-454-0 | Advertising Strategy |
| MKTG-465-0 | Launching New Products and Services |
| MKTG-466-0 | Marketing Strategy |
| MKTG-473-0 | Strategic Brand Management (formerly designated MKTG-925) |
| MKTG-959-0 | Behavioral Marketing Science |
TWO additional course credits from the courses listed above OR from the following list:
| MKTG-468-0 | Technology Marketing |
| MKTG-918-5 | Consumers, Culture, and Leadership |
| MKTG-478-0 | C Suite and Boardroom Dynamics (formerly designated MKTG-940) |
| MKTG-948-5 | Customer Loyalty |
| MKTG-949-5 | Ethnographic Customer Insights |
| MKTG-950-0 | Marketing Consulting Laboratory: Generating Profitable Growth |
| MKTG-956-0 | Digital Marketing Strategy |
| MKTG-957-0 | eCommerce and Digital Marketing |
| MKTG-961-5 | Entrepreneurial Tools for Digital Marketing (formerly designated MKTG-961-A) |
| HEMA-470-0 | Biomedical Marketing (formerly designated HEMA-914-0) |
Last edited July 23, 2017. For any questions regarding this page, please email kellogg-registrar@kellogg.northwestern.edu
Summer 2016 - Spring 2017
A student must earn at least FOUR credits (in any combination of half-and full-credit courses) from the courses listed below to complete the major. Only one Lab credit can count toward the major.
At least ONE course credit from the following list:
| MKTG-450-0 | Marketing Research and Analytics |
| MKTG-462-0 | Retail Analytics |
| MKTG-953-0 | Customer Analytics |
At least ONE course credit from the following list:
| MKTG-451-0 | Marketing Channel Strategies |
| MKTG-453-0 | Business Marketing |
| MKTG-454-0 | Advertising Strategy |
| MKTG-458-0 | Consumer Insight for Brand Strategy |
| MKTG-465-0 | Launching New Products and Services |
| MKTG-466-0 | Marketing Strategy |
| MKTG-925-0 | Strategic Brand Management |
TWO additional course credits from the courses listed above OR from the following list:
| MKTG-455-0 | Media and Integrated Marketing (formerly designated MEDM-431) |
| MKTG-468-0 | Technology Marketing |
| MKTG-940-0 | C Suite and Boardroom Dynamics |
| MKTG-955-0 | Digital Marketing Analytics |
| MKTG-957-0 | eCommerce and Digital Marketing |
| MKTG-961-5 | Entrepreneurial Tools for Digital Marketing |
| MKTG-962-5 | Entrepreneurial Selling: Business to Business |
| HEMA-470-0 | Biomedical Marketing (formerly designated HEMA-914-0) |
Last edited December 2016. For any questions regarding this page, please email kellogg-registrar@kellogg.northwestern.edu
Summer 2015 - Spring 2016
A student must earn at least FOUR credits (in any combination of half-and full-credit courses) from the courses listed below to complete the major. Only one Lab credit can count toward the major.
At least ONE course credit from the following list:
| MKTG-450-0 | Marketing Research and Analytics |
| MKTG-462-0 | Retail Analytics |
| MKTG-953-0 | Customer Analytics |
At least ONE course credit from the following list:
| MKTG-451-0 | Marketing Channel Strategies |
| MKTG-453-0 | Business Marketing |
| MKTG-454-0 | Advertising Strategy |
| MKTG-458-0 | Consumer Insight for Brand Strategy |
| MKTG-465-0 | Launching New Products and Services |
| MKTG-466-0 | Marketing Strategy |
| MKTG-925-0 | Strategic Brand Management |
TWO additional course credits from the courses listed above OR from the following list:
| MKTG-455-0 | Media and Integrated Marketing (formerly designated MEDM-431) |
| MKTG-468-0 | Technology Marketing |
| MKTG-940-0 | C Suite and Boardroom Dynamics |
| MKTG-955-0 | Digital Marketing Analytics |
| MKTG-957-0 | eCommerce and Digital Marketing |
| MKTG-961-5 | Entrepreneurial Tools for Digital Marketing |
| MKTG-962-5 | Entrepreneurial Selling: Business to Business |
| HEMA-470-0 | Biomedical Marketing (formerly designated HEMA-914-0) |
Last edited December 2016. For any questions regarding this page, please email kellogg-registrar@kellogg.northwestern.edu