What will I learn as a marketing major?

Marketing is more than advertising — it’s strategy, psychology, analytics, and innovation working together to move organizations forward. As a marketing major, you’ll learn how to: Identify emerging market opportunities Develop pricing and positioning strategies Analyze consumer behavior and buying trends Integrate digital media and e-commerce strategies Conduct meaningful market research Present data-driven recommendations with confidence

Charlton College of Business

Marketing BS

Turn creativity into influence and insights into action. Build the skills to launch a career in brand strategy, digital marketing, social media, advertising, marketing analytics, and more with a BS in Marketing built for a data-driven world.

Degree: Bachelor of Science; Accelerated degree options
Modality: On-campus; Also offered online

Duration: 4 years
Total Credits: 120
Accredited: AACSB

Mean starting salary:: $50,000 Mean starting salary. View career outcomes.

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The science of influence. The business of creativity.

Marketing is driven by data, emerging technology, and bold creativity. Charlton's marketing program prepares students to shape influential brands, decode evolving consumer behavior, and design strategies that meaningfully connect organizations with audiences in a constantly shifting, digital-first economy.

Students develop expertise in integrated omnichannel marketing, social media strategy, advanced marketing analytics, brand management, market research, AI-powered insights, and end-to-end consumer experience. Through immersive, hands-on projects and industry-connected coursework, they learn how to translate complex data into strategic action and transform ideas into high-impact campaigns that resonate across global and diverse markets.

With guidance from industry-experienced faculty and embedded real-world learning opportunities, Charlton marketing students graduate prepared to lead and innovate in advertising, brand strategy, content marketing, and marketing analytics roles across industries and emerging sectors.

Launch your career

Mean starting salary

Source: UMass Dartmouth NACE AY 2025 Data Collection of Undergraduate Alumni

What can I do with a Marketing BS degree?

A marketing degree prepares you to understand audiences, build influential brands, and turn data and creativity into strategies that drive growth. Graduates pursue careers in digital marketing, brand management, advertising, social media, marketing analytics, market research, sports marketing, and more.

Brand Manager
Digital Marketing Manager
Social Media Strategist

Marketing Data Analyst
Product Marketing Manager
Sports Marketing Manager

Advertising Account Executive
Consumer Insights Analyst
Content Marketing Manager

Top employers

Curriculum

The marketing major builds a strong foundation in business while developing deep expertise in marketing strategy and decision-making.

Coursework emphasizes:

Problem-solving and management decision-making
Strategic analysis
Consumer insight and data interpretation
Campaign development and execution

You’ll graduate prepared to evaluate organizational objectives, analyze competitive environments, and create effective marketing strategies.

Academic catalog

Explore the official academic catalog for detailed curriculum requirements, course descriptions and program information.

View the full academic catalog (opens in a new tab)

Student spotlight

Jackie Sassin '27

Hometown: Acushnet, MA
Major: Marketing
Athletics: Cheer team
Internship: University Marketing Assistant
Employment: Charlton College of Business Ambassador, Peer Mentor

Accelerated degree options

Explore accelerated pathways that may help you complete your bachelor’s degree sooner, begin graduate coursework early, or pursue a streamlined path to a master’s, teaching, or law degree. Available options vary by program and eligibility.

4+1 Accelerated bachelor’s to master’s option

Qualified students in this program may be eligible to pursue an accelerated bachelor’s-to-master’s pathway at UMass Dartmouth. This option allows you to begin graduate coursework while completing your undergraduate degree and transition directly into a master's program.

Learn more

3+3 with UMass Law: a fast track to a law degree

Enrollment in the 3+3 joint degree program with UMass Law offers an accelerated pathway to an undergraduate and law degree, enabling qualifying students to substitute the first year of law school for the final year of their undergraduate program, thereby earning both a bachelor’s degree from UMass Dartmouth and a Juris Doctor from UMass Law in six rather than seven years.

Learn more

Online or on-campus: your choice

Marketing is also offered online

Transfer eligible credits and earn your bachelor's degree online, with the flexibility to balance your education with work, family, and everything else in your life.

Learn more about the online option for Marketing

Accolades

UMass Dartmouth is a nationally ranked R2 research university that combines the resources of a major university with a personalized educational experience. Ranked among the top 15 public research institutions with fewer than 10,000 students and in the top 17% nationally for return on investment, UMass Dartmouth is recognized for advancing research, social mobility, and career-ready education.

AACSB-Accredited Excellence at Charlton

The Charlton College of Business holds AACSB accreditation, a distinction earned by fewer than 6% of business schools worldwide. Nationally ranked undergraduate, graduate, and online programs combine rigorous academics with experiential learning, while strong employment and salary outcomes demonstrate the lasting value of a Charlton education.

Accreditations and distinctions

Charlton is proud to be one of less than 6% of business schools worldwide to earn AACSB accreditation, the gold standard for business schools.

Frequently asked questions

Have questions about the Marketing BS program? Here you will find answers to common questions about admissions, curriculum, career outcomes, and student experience.

Both. Marketing blends creativity with data-driven decision-making. You’ll learn how to develop compelling campaigns and how to measure their impact through analytics, research, and performance metrics.

Marketing graduates pursue careers in brand management, digital marketing, market research, sales leadership, social media strategy, advertising, sports marketing, and more. Every organization — from startups to global brands — needs professionals who understand how to reach customers and drive growth.

Marketing is more than advertising — it’s strategy, psychology, analytics, and innovation working together to move organizations forward.

As a marketing major, you’ll learn how to:

Identify emerging market opportunities
Develop pricing and positioning strategies
Analyze consumer behavior and buying trends
Integrate digital media and e-commerce strategies
Conduct meaningful market research
Present data-driven recommendations with confidence

Marketing professionals shape brand strategy, guide customer experience, and influence revenue growth. By combining strategic thinking, communication skills, and data analysis, marketing majors are well positioned for leadership roles across industries.

Absolutely. Marketing skills are transferable across industries. Whether your interest is sports, digital media, product launches, or global brands, marketing gives you the foundation to build influence and drive results.

Marketing is also available as a minor. Contact your academic advisor for more information.