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