Marketing Management

The Marketing Management major was formerly called Digital Marketing & Analytics. Students will be able to declare the Digital Marketing & Analytics concentration within the Marketing Management major.

Marketing Management at UConn is distinguished by the integration of experiential learning and the latest insights from academic research. You develop conceptual, analytical, leadership, communication, and creative skills through case discussions and memos, writing marketing plans, in-class exercises, and company projects. You learn the academic evidence for “what works” in marketing from leading scholars in the field. UConn students have a number of opportunities to develop specialized skills in marketing, to do an internship to practice what they learn, and to participate in academic research.

Students will be able to declare an optional concentration in Digital Marketing & Analytics within Marketing Management, which equips students with the knowledge and skills to develop and implement digital marketing strategies. The concentration provides students with sufficient depth in both the analytics and strategic aspects of digital marketing to successfully use these tools to meet marketing and firm objectives.

The Marketing Management major is available to Business students at the Hartford and Stamford Campuses.

Academics

UConn's Marketing faculty are known internationally for their research expertise in digital marketing and analytics, consumer search and decision making, branding, marketing strategy, and cross-cultural consumer behavior.

You will take classes like:

Concentration in Digital Marketing & Analytics: learn through a comprehensive and integrative approach that includes digital products and services, dynamic pricing, and online distribution, as well as social media and digital communication. You will learn to think strategically about digital marketing and analytics, and utilize research-based insights to support your learning.

Experiential Learning

Get involved in Student Organizations like: UConn Stamford Marketing Club, Hartford Business Society, and Marketing Society

Earn your Bloomberg Market Concepts Certificate in Storrs, Hartford, or Stamford

Study abroad and take courses toward your major in places like China, Australia, the UK, and more!

Participate in a Case Competition

Explore Learning Accelerators to leverage your professional work experience with skills learned in the classroom

Learn more about the School of Business Experience to see even more opportunities

What types of experiential learning are Marketing Management/DM&A majors engaging with?

In a 2019 survey of Marketing Management/DM&A students, when asked what opportunities had the strongest impact on their development of professional skills:

100% of respondents indicated study abroad

"I went on a short term study abroad to Spain which really opened my eyes to how big the world really is."

88% of respondents indicated involvement in their local communities

"I gained business skills through event marketing at my local Boys and Girls Club."

"Volunteering at Grassroots helped me understand cultures unlike my own."

60% of respondents indicated internships

"I learned and practiced my business skills as a Marketing Consultant for a real estate developer and through an internship at a financial advisory firm."

Professional Development and Careers

Jobs Held by Recent Graduates

• Assistant Media Planner

• Brand Ambassador

• Brand Representative

• Commercial Development Program

• Digital Marketing Analytics

• Digital Marketing Manager

• Digital Marketing Strategist

• Marketing Associate

• Marketing Engineer

• Research Programmer

Samples of Where Alumni Work

• Crispin Porter + Bogusky

• IBM

• Kapersky Lab

• Major League Baseball

• MathWorks

• Nike

• Reed Exhibitions

• The Hartford

• Tyco, Inc.

• Zero Gravity Marketing

Median Base Salary: $50,000

High Base Salary: $69,000

Katharine Colucci (Digital Marketing & Analytics, Stamford Campus '20)

"I have always had a passion for helping others, shopping, and technology so it only makes sense that I would want to major in Digital Marketing and Data Analytics. I like focusing on understanding what products and services people need and want, working to create solutions using technology to help connect buyers and businesses, and using digital marketing techniques to grow a company’s sales and customer base. I love that the field is constantly changing, growing, and is the future of marketing!"