BS in Marketing
Introduction
The field of marketing focuses on the activities of product management, pricing, promotion, and distribution as it responds to changing consumer demands and moves goods and services from producer to end-user. The BS in Marketing program provides students with an understanding of these activities and the tools to make sound decisions.
Requirements, Syllabi and Policies
Featured Courses
Visit the Academic Catalog to view all courses.
Qualitative Research and Discovery: Uncovering Consumer Insights in Marketing
Do you want to become an expert on consumer trends, but don’t really like math?
What makes consumers tick? How do cultural trends emerge and why? Answers to these questions and much more can be found using qualitative methods. This course will give you hands-on experience with qualitative research methods including focus groups, interviews, ethnography, and netnography, and will help you develop skills to uncover actionable consumer insights, contribute to marketing plans, and craft compelling data-driven stories.
Social Selling and Sales Technology
Do you want to learn more about modern approaches to professional sales?
This course examines the pivotal role of social media and sales technology in professional sales today. Topics include how salespeople use social media and sales technology to create value during lead generation, customer relationship management (CRM), and buyer engagement. Students will gain hands-on experience using a customer relationship management (CRM) program, developing a social media strategy that follows the selling process, and participating in a sales role-play training through AI technology.
Customer Experience Management
Want to learn the secret sauce for amazing consumer experiences?
The Customer Experience (CX) Management class focuses on how to create and manage customer-centric business practices that generate customer loyalty and set companies apart from the competition. It will cover how to create consumer personas, map consumer journeys, identify consumer pain points, and design CX improvement strategies. You will analyze examples of success and failure across various industries, business models (e.g., human-driven, AI-driven, online, offline), and geographic locations. CX knowledge can be helpful for students interested in innovation, service design, strategy, marketplace inequalities, social responsibility, and ethics.
This course is taught by Professor Lez Trujillo Torres. Her research investigates how consumers and institutions value ideas, products, people, and experiences in the marketplace. This work is examined in the context of marketplace disparities, service experiences, health markets, risky technologies, and social responsibility.
Students may choose among four concentrations based on their interests and career focus. Visit the UIC Academic Catalog for complete course concentration details.
Concentrations
Students may choose among four concentrations based on their interests and career focus. Visit the UIC Academic Catalog for complete course concentration details.
Data Driven Marketing
Effective marketing decisions are based on information about customers, competitors, and markets. Today, both businesses and other organizations have access to a huge amount of data that provides a rich source of insights for decision makers IF they know how to turn that data into actionable information. This concentration will introduce you to the latest tools for understanding rapidly changing markets, ranging from customer analysis to marketing and business intelligence, and training in advanced market research techniques using AI.
Sales Leadership
Sales is an important marketing function for most companies, but especially those that primarily market to other organizations (Business-to-Business Marketing). This concentration will provide you with an excellent foundation for a career in sales or more broadly a career that requires expertise in selling. The courses will provide experience with the strategies, processes, and tools used by individual salespeople including sales technology and social media such as LinkedIn. You will also gain insights into how businesses structure their salesforce and various roles within the organization, and an understanding of the relationship between sales and marketing.
Digital Marketing
In an increasingly digital world, it is critical for marketers to provide an omnichannel consumer experience with personalized communication. In this concentration, you will learn how to develop, plan, create, implement, and manage traditional and digital marketing strategies and campaigns that deliver on key metrics. The courses included in the concentration cover topics such as branding, advertising, social media campaigns, search engine marketing, content marketing and multichannel retailing.
Innovation and Product Strategies
How do businesses develop new products and services that meet the needs of its customers and how are brands supported over time? Innovation is key to the success of any business. This concentration will help you understand how innovation and design processes support the development of new products and services and what companies need to do to ensure that brands and customer experiences remain relevant in a changing marketplace. The course options include hands-on experiences with the innovation process as well as courses that focus on creativity, branding, and customer experience management.