Smiling StudentWelcome to the Department of Marketing and Business Analytics. There is vast opportunity for our students with an extraordinarily wide range of career options open to our graduates. Besides a dedicated, high-energy faculty that provides their students with cutting-edge knowledge in the classroom, the department also offers outstanding experiential learning opportunities. Some of these opportunities accrue within the curriculum. The department's Honors Program, for instance, provides real-world experience for credit that has often led to offers for paid internships and executive training program career opportunities. The department's Marketing Association and Bay Area Retail Leadership Center also stage events which put students and executives face-to-face. These encounters have often led directly to lucrative and challenging career opportunities.

The Marketing concentration focuses on the fulfillment of consumer and industrial needs for goods and services and the methods and institutions which satisfy those needs. This challenging and creative field is studied as an interacting system, with particular emphasis on:

  • Market objectives, Definition and Segmentation
  • Consumer behavior and Promotional strategy
  • Logistics and Physical distribution
  • Marketing Institutions and Channels
  • Market research
  • Policies, Plans and Strategies

Business Analytics is a cutting-edge approach to decision making and strategy, driven by the intelligent use of data and mathematical models. The concentration focuses on developing capabilities in the areas of:

  • Deriving insights from data
  • Framing and modeling business problems
  • Making decisions in uncertain situations
  • Developing optimal strategies
  • Visual and technical communication