Marketing facilitates exchanges between organizations and customers and is a critical, dynamic, and multi-faceted area of business. The marketing function is found throughout organizations and businesses from global enterprises to start-ups; for services such as healthcare and banking; for nonprofits and municipalities. Students may pursue a variety of careers in marketing including brand/product management, marketing research/analytics, sales management, advertising, business-to-business marketing, digital and social media, consulting, and supply chain management. 

In the marketing major, students learn the foundations of marketing—product, place, price, promotion—and how these concepts impact business strategy and execution in different industries and contexts, as well as the importance of relationships with customers and channel partners. Marketing professionals possess and develop a variety of skills including qualitative and quantitative analysis, critical thinking, creativity, communications, and problem solving. The marketing major provides a robust foundation in the marketing discipline, coupled with the flexibility to pursue several areas of interest in the discipline.


In 2019, the marketing department at the School of Business was ranked 9th in the United States by U.S. News & World Report

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, which is a business core course and a prerequisite for most of the undergraduate marketing courses. In addition to MARKETNG 300, the major consists of three required marketing courses plus three additional elective marketing courses. These required and elective courses can be taken in any order, with the exception of MARKETNG 460 Marketing Strategy. MARKETNG 460 should be taken after completing MARKETNG 305 Consumer Behavior and MARKETNG 310 Marketing Research and preferably in the final year of the major. 

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
Fundamentals of Supply Chain Management
Logistics Management
Procurement and Supply Management
Marketing Channels
Enterprise Systems and Supply Chain Management
Strategic Pricing
Marketing Analytics
Sales Management
Strategic Retailing
Total Credits18

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 Fundamentals of Supply Chain Management3
MARKETNG/​OTM  423 Procurement and 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 Fundamentals of Supply Chain Management3
MARKETNG/​OTM  422 Logistics Management3
MARKETNG/​OTM  423 Procurement and 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. Demonstrate the ability to formulate and implement marketing strategies related to product, place/distribution, price, promotion.
  2. Demonstrate the ability to evaluate and analyze appropriate market segments and generate effective marketing plans.
  3. Locate, evaluate, and leverage relevant sources to determine and support their marketing actions.
  4. Apply analytical rigor to marketing decisions.

This is a sample four-year plan for students directly admitted into the School of Business from high school. We encourage all students to consult with their academic advisor to develop an individualized plan that meets their specific needs. 

ECON 1014ECON 1024OTM 300, FINANCE 300, or M H R 3003
PSYCH 2023MATH 2115 
Science3Communications A3 
Humanities, Social Science, or Literature3Ethnic Studies3 
GEN BUS 1101  
 14 15 3
GEN BUS 3063GEN BUS 3073OTM 300, M H R 300, or FINANCE 3003
ACCT I S 1003ACCT I S 2113 
Humanities, Social Science, or Literature3GEN BUS 3003 
Communications B3-4OTM 300, M H R 300, or FINANCE 3003 
 15-16 15 3
MARKETNG 3103Marketing Elective 23 
Marketing Elective 13Business Breadth3 
Humanities, Social Science, or Literature3Elective3 
 13 12 
MARKETNG 4603Business Breadth3 
GEN BUS 3013Elective3 
Marketing Elective 33Elective3 
 9 12 
Total Credits 111-112


Advising is an integral part of any student’s educational journey in the School of Business BBA Program. Starting at Student Orientation, Advising, and Registration (SOAR), we encourage all students to connect with academic advisors. BBA academic advisors have a wealth of knowledge about courses on campus, as well as policies and procedures.

BBA career advisors help students with career exploration, internships, resumes, job search, interviewing and more. We encourage students to connect with their career advisor once they arrive on campus.

BBA advisors want students to succeed. Students experiencing academic difficulty or personal struggles are encouraged to talk to their advisor about how their individual situation may affect their academic performance.

Assigned Academic and Career Advisors

For admitted BBA students, advisors are assigned by academic major. If you have more than one major, you may have more than one assigned advisor. You can find your assigned advisor by logging into your student center and looking on the right hand menu under “Program Advisor.”

For students not yet admitted to the School of Business, we have a team of pre-business advisors available to you.

Accessing Advising

If you have a quick question, no more than 15 minutes, please utilize our drop-in advising.

You may schedule a 30-minute appointment with an academic and career advisors. Advisors are trained, and have knowledge regarding all ten majors in the BBA, so if your assigned advisor is not available you can be confident to schedule an appointment with any of the BBA advisors.

Pre-business students may also schedule an appointment with a pre-business academic advisor.

If you have a quick yes/no question you may always send an email to your assigned advisor.

For more information on accessing academic advising, please see our academic advising page.

For more information on accessing career advising, please see our career advising page.


The marketing function is found throughout all organizations and businesses from global enterprises to start-ups; for services such as healthcare and banking; for non-profits and municipalities.  Students may pursue a variety of careers in marketing including brand/product management, consulting, marketing research/analytics, sales management, advertising, business-to-business marketing, digital and social media, and supply chain management. 

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, CPA, MBA

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

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

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

Doak Geiger, MBA

Alyssa Gosbee-Stang, MBA

Jan Heide, BS, MBA, Ph.D.

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

Paul Hoban, BA, Ph.D.
Assistant Professor

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

Kathryn Krueger, BA, MBA

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


AACSB International—The Association to Advance Collegiate Schools of Business

Accreditation status: Accredited. Next accreditation review: 2021–2022.