In the high-level economy of the United States and many other countries, marketing has become a critical and comprehensive business function. The concept of marketing is becoming increasingly broad and important. Students may pursue career opportunities in advertising, product/brand management, consulting, marketing research, retailing, sales management, business-to-business marketing, and supply chain management.

Contemporary marketing managers must understand not only the traditional areas of marketing channels, sales management, advertising, and research, but must also be familiar with consumer and dealer motivation. The manager must be able to translate knowledge of consumer behavior into marketing strategy. The marketing program is broad enough to permit a major to develop knowledge in these several areas, but flexible enough so that students may focus on special interest areas.


Our marketing program is ranked 9th in the U.S. by U.S. News & World Report 2016.

Related Student Organizations

Mu Kappa Tau (MKT)
American Marketing Association (AMA)

Students wishing to pursue this major must be admitted to the School of Business. Once admitted, students are able to pursue any business major they choose. To find out more about the school's admissions process for undergraduate students, please see Entering the School.

University General Education Requirements

All undergraduate students at the University of Wisconsin–Madison are required to fulfill a minimum set of common university general education requirements to ensure that every graduate acquires the essential core of an undergraduate education. This core establishes a foundation for living a productive life, being a citizen of the world, appreciating aesthetic values, and engaging in lifelong learning in a continually changing world. Various schools and colleges will have requirements in addition to the requirements listed below. Consult your advisor for assistance, as needed. For additional information, see the university Undergraduate General Education Requirements section of the Guide.

General Education
  • Breadth—Humanities/Literature/Arts: 6 credits
  • Breadth—Natural Science: 4 to 6 credits, consisting of one 4- or 5-credit course with a laboratory component; or two courses providing a total of 6 credits
  • Breadth—Social Studies: 3 credits
  • Communication Part A & Part B *
  • Ethnic Studies *
  • Quantitative Reasoning Part A & Part B *

* The mortarboard symbol appears before the title of any course that fulfills one of the Communication Part A or Part B, Ethnic Studies, or Quantitative Reasoning Part A or Part B requirements.

School of Business Requirements

The Wisconsin Bachelor of Business Administration (BBA) degree program is based on a broad educational foundation combined with courses in business and economics. This curriculum is designed for those students who wish to prepare for careers in business. Students completing any School of Business major are required to satisfy a common set of Pre-Business Requirements, Liberal Studies Requirements, Business Preparatory Requirement, Business Core Requirement, Business Breadth Requirement, and Credits for BBA Degree.

School of Business BBA Requirements
Complete requirements:
Liberal Studies
Business Prep
Business Core
Business Breadth

Marketing Major Requirements

All marketing majors must take MARKETNG 300 Marketing Management since it is a business core course and a prerequisite to all of the other undergraduate marketing courses. The marketing major consists of three required marketing courses plus three additional elective marketing courses in addition to MARKETNG 300. These required and elective marketing courses can be taken in any order, except that MARKETNG 460 Marketing Strategy should only be taken after completing a minimum of two marketing courses beyond MARKETNG 300

MARKETNG 305 Consumer Behavior3
MARKETNG 310 Marketing Research3
MARKETNG 460 Marketing Strategy3
Elective Coursework 1
Select three of the following:9
Brand Management & Strategy
Marketing in a Digital Age
Contemporary Topics (Developing Breakthrough New Products or Sports Marketing)
Reading and Research-Marketing
Marketing Communications
Global Marketing Strategy
Fudamentals of Supply Chain Management
Logistics Management
Procurement & Supply Management
Marketing Channels
Enterprise Systems and Supply Chain Management
Strategic Pricing
Marketing Analytics
Sales Management
Strategic Retailing
Total Credits18

Elective coursework may follow a specific "track" if students choose. Below are options for coursework related to specific marketing career tracks.

Potential Marketing Career and Coursework Tracks

These tracks are provided to guide elective choices. They are not official major tracks or emphasis areas.

Product/Brand Management

Recommended Electives
MARKETNG 335 Brand Management & Strategy3
MARKETNG 365 Contemporary Topics (Developing Breakthrough New Products)3
MARKETNG 415 Marketing Communications3
MARKETNG/​INTL BUS  420 Global Marketing Strategy3
MARKETNG 425 Marketing Channels3
MARKETNG 460 Marketing Strategy3

Retailing and Wholesaling

Recommended Electives
MARKETNG 335 Brand Management & Strategy3
MARKETNG 365 Contemporary Topics3
MARKETNG 415 Marketing Communications3
MARKETNG/​OTM  421 Fudamentals of Supply Chain Management3
MARKETNG 423 Procurement & Supply Management3
MARKETNG 425 Marketing Channels3
MARKETNG 640 Strategic Retailing3

Sales Management; Business-to-Business Marketing; Supply Chain Management

Recommended Electives
MARKETNG 365 Contemporary Topics3
MARKETNG 415 Marketing Communications3
MARKETNG/​OTM  421 Fudamentals of Supply Chain Management3
MARKETNG/​OTM  422 Logistics Management3
MARKETNG 423 Procurement & Supply Management3
MARKETNG 425 Marketing Channels3
MARKETNG 635 Sales Management3

University Degree Requirements

Total Degree To receive a bachelor's degree from UW–Madison, students must earn a minimum of 120 degree credits. The requirements for some programs may exceed 120 degree credits. Students should consult with their college or department advisor for information on specific credit requirements.
Residency Degree candidates are required to earn a minimum of 30 credits in residence at UW–Madison. "In residence" means on the UW–Madison campus with an undergraduate degree classification. “In residence” credit also includes UW–Madison courses offered in distance or online formats and credits earned in UW–Madison Study Abroad/Study Away programs.
Quality of Work Undergraduate students must maintain the minimum grade point average specified by the school, college, or academic program to remain in good academic standing. Students whose academic performance drops below these minimum thresholds will be placed on academic probation.
  1. Graduates will be able to apply analytical rigor to marketing decisions.
  2. Graduates will be able to locate, evaluate, and leverage relevant sources to determine and support their marketing actions.
  3. Graduates will demonstrate the ability to formulate and implement marketing strategies related to price, product, promotion, and distribution.
  4. Graduates will evaluate and analyze appropriate market segments and generate effective marketing plans.


Meet the academic and career advisors for Marketing.

Emma Crawford
Academic Advisor
Angie Badura
Career Advisor

Please visit the advising page for information on advising and appointments.


Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.  Marketing is creating and delivering customer value through decisions about product and service offerings. It’s more than just a transaction! It’s about understanding and building relationships.

For information about marketing careers, please visit the BBA Marketing website.

Faculty and Staff in Marketing

Moses Altsech, BBA, Ph.D.

Neeraj Arora, MBA, Ph.D.
Executive Director of the A.C. Nielsen Center for Marketing Research

Verda Blythe, BBA, MS
Faculty Associate

Laurie Brachman, MBA
Senior Lecturer

Kristin Branch, BBA, MBA
Faculty Associate
Director of the A.C. Nielsen Center for Marketing Research

Timothy Buhl

Kevin Chung, BA, MS, Ph.D.
Assistant Professor

Jacob Dean
Faculty Associate
Director of Grainger Center for Supply Chain Management

Amber Epp, BA, MA, Ph.D.
Associate Professor

Doak Geiger

Alyssa Gosbee-Stang

Jan Heide, BS, MBA, Ph.D.

Maria Heide, BS, MBA, Ph.D.
Senior Lecturer

Paul Hoban, BA, Ph.D.
Assistant Professor

Michael Judge
Faculty Associate
Director of Center for Brand and Product Management

Kathryn Krueger, BA, MBA

Noah Lim, BA, MS, Ph.D.

Qing Liu, BS, MS, Ph.D.
Associate Professor

Peter Lukszys, BS, MBA
Senior Lecturer

Paola Mallucci, MBA, MS, Ph.D.
Assistant Professor

John McKeller, MBA, DBA
Senior Lecturer

Page Moreau, BA, MBA, Ph.D.
Faculty Director of the Center for Brand and Product Management

Jack Nevin, BS, MS, Ph.D.
Professor Emeritus

Thomas O'Guinn, Ph.D.
Chair of Marketing Department

Joann Peck, BS, MBA, Ph.D.
Associate Professor
Associate Dean of the Undergraduate Program

Evan Polman, MS, Ph.D.
Assistant Professor

Robin Tanner, BS, MBA, Ph.D.
Associate Professor

Craig Thompson, BS, Ph.D.

Sachin Tuli, BBA, MS
Senior Lecturer

Liad Weiss, BS, MA, MS, Ph.D.
Assistant Professor