Bachelor of Science in Business in Marketing

4 Years On Campus Bachelors Program

University of Minnesota Twin Cities

Program Overview

The Bachelor of Science in Business in Marketing at the University of Minnesota Twin Cities prepares students to understand consumer needs, analyze markets, and develop effective marketing strategies through a strong foundation in business and data-driven decision-making. Students explore marketing research, buyer behavior, business analytics, and marketing strategy, building skills for careers in brand management, market research, digital marketing, and sales.

Curriculum Structure

Year 1: Students develop a foundation in business, economics, quantitative analysis, and professional development through courses such as Business Economics, Business Statistics in R, and Leading Self & Teams. They also study financial reporting and learn to solve business scenarios using Excel, preparing them to make informed business decisions.

Year 2: Students begin core business and marketing studies through Principles of Marketing, Information Systems & Digital Transformation, and Data-Driven Business Decisions. They also explore finance, strategic management, human capital management, and sustainable supply chain management, gaining a broad understanding of how marketing operates within an organization.

Year 3: Students deepen their marketing knowledge through Marketing Research, Buyer Behavior, and Business Analytics. These courses help them understand consumer motivations, conduct market research, interpret business data, and use evidence to guide marketing decisions.

Year 4: Students develop advanced marketing skills through marketing foundations and analysis courses, culminating in Capstone: Marketing Strategy. The capstone integrates marketing research, buyer behavior, and strategic planning to help students develop a comprehensive approach to marketing challenges.

Focus Areas:

Marketing research, buyer behavior, marketing strategy, business analytics, digital transformation, consumer insights, data-driven decision-making, and business communication.

Learning Outcomes:

Consumer behavior analysis, market research, data interpretation, marketing strategy development, business problem-solving, communication, teamwork, and evidence-based decision-making.

Professional Alignment (Accreditation):

The Carlson School of Management is accredited by the Association to Advance Collegiate Schools of Business (AACSB), an internationally recognized accreditation body for business education.

Reputation (Employability Rankings):

The Carlson School of Management was ranked No. 19 among undergraduate business programs by U.S. News & World Report in 2026. The university also reported that 97.1% of its 2025 undergraduate business graduates received a job offer, started a business, joined the military, or entered graduate school within 90 days of graduation. These are overall undergraduate business outcomes, not marketing-major-specific statistics.

Experiential Learning (Research, Projects, Internships etc.)

Students at the Carlson School of Management can connect classroom learning with practical business challenges through experiential projects, internships, case competitions, and professional development opportunities. The marketing curriculum emphasizes working with real data and analyzing actual advertising campaigns, helping students develop the analytical and strategic skills required in modern marketing. Students also complete a required international experience, broadening their understanding of global business environments.

Marketing research and data analysis: Courses such as Marketing Research and Business Analytics help students work with market information, examine consumer behavior, and make evidence-based business decisions.
Impact Lab Project: The Impact Lab Project gives students an opportunity to apply business knowledge to practical challenges through project-based learning.
Internships: Students can gain professional experience with organizations across industries. In the 2024–2025 reporting period, 18% of reported undergraduate internships were in marketing and sales.
Case competitions: Students can participate in business case competitions that develop problem-solving, teamwork, and presentation skills.
International experience: Students complete a required international experience through an eligible short-term program or semester-length study option.
Career development facilities: The Carlson Business Career Center provides career coaching, résumé and cover-letter guidance, interview preparation, job-search support, and networking opportunities.
Student organizations: More than 30 Carlson-specific student groups offer opportunities to develop leadership, collaborate with peers, and engage with business-related activities.

Progression & Future Opportunities

The Bachelor of Science in Business in Marketing prepares graduates for careers in consumer insights, marketing strategy, business analysis, and sales. Graduates can pursue entry-level positions across various industries and progress toward leadership roles as they gain professional experience.

Potential Career Roles: Marketing Analyst, Market Research Analyst, Brand Coordinator, Sales Representative.

- Employment Support: The Carlson Business Career Center offers personalized career advising, interview preparation, job-search strategies, networking support, and guidance on evaluating employment offers.

- Employment Statistics: According to the university’s 2025 undergraduate employment report, 97.1% of graduates received a job offer, started a business, joined the military, or were accepted into graduate school within 90 days of graduation.

- Salary Outcomes: The average starting salary across all Carlson undergraduate business graduates in 2025 was $73,149, with a median of $70,000. For the broader marketing and sales employment category, the mean base salary was $65,364. These figures represent overall business graduates and the marketing/sales category, respectively, rather than marketing-major-only salaries.

- Industry Connections: Carlson provides opportunities to connect with employers through internships, mentorships, recruiting events, and professional networking, including opportunities with Fortune 500 companies.

- Accreditation Value: AACSB accreditation provides international recognition of the school’s business education standards and its commitment to continuous improvement.

- Graduation Outcomes: The program combines business fundamentals, analytical training, international exposure, and career development to support progression into marketing, sales, analytics, and related business functions.

Further Academic Progression: Graduates can consider postgraduate study in marketing, business analytics, management, or an MBA, subject to admission requirements. The University of Minnesota also offers graduate-level marketing study through the Carlson School of Management, providing opportunities to deepen expertise in marketing strategy, analytics, and consumer insights.