Dive into the world of marketing - where innovation meets strategy!
In the marketing major, you'll master the core principles of marketing (product, place, price, and promotion) and discover how these elements shape business strategies across industries. Marketing is a dynamic, multi-faceted field that facilitates meaningful exchanges between organizations and customers, and it's evolving rapidly with the rise of artificial intelligence. Today’s marketing professionals are at the forefront of applying AI to transform customer insights, personalize experiences, optimize campaigns, and drive strategic decision-making. From predictive analytics to generative content and intelligent automation, AI is reshaping how businesses connect with audiences.
Whether you're interested in global enterprises, start-ups, nonprofits, or public services like healthcare and banking, marketing plays a vital role. You'll explore the art of building strong relationships with customers and channel partners, while developing a diverse skill set that includes qualitative and quantitative analysis, critical thinking, creativity, communication, and problem-solving. Our marketing major provides a robust foundation in marketing principles and offers the flexibility to explore cutting-edge tools and specialized areas that ignite your passion. Ready to shape the future of business? Join us and turn your creativity, strategic thinking, and tech-savvy mindset into a powerful career!
Ready to shape the future of business? Learn more about the marketing major.
Recognition
The Marketing Department at the School of Business was ranked 6th in the United States by U.S. News & World Report for 2025-2026.
Related Student Organizations
American Marketing Association (AMA)
Wisconsin Marketing Organization
MKT Honorary Marketing Society
Professional Sales Association
How to Get in
Current UW–Madison Students
| Requirements | Details |
|---|---|
| How to get in | Application required. Meeting the requirements listed below does not guarantee admission. (https://admissions.wsb.wisc.edu/BbaPreBusiness) |
| Courses required to get in | Students are required to complete each of the 4 requirements below. Requirements can be completed via coursework, test credit, transfer work, or placement exam (if applicable). Communication A Quantitative Reasoning A Economics Human Behavior |
| GPA requirements to get in | Minimum 3.0 UW-Madison GPA. |
| Credits required to get in |
|
| Other |
|
| Semester | Deadline to apply | Decision notification timeline |
|---|---|---|
| To apply for a fall start | Mid March | On or before July 1st. |
| To apply for a spring start | This program does not accept applications to start in the spring. | |
| To apply for a summer start | This program does not accept applications to start in the summer. |
Prospective First-Year Applicants
All prospective UW–Madison students must apply through the central Office of Admissions and Recruitment. Prospective high school students may be considered for direct admission to Business based on their application to the University of Wisconsin-Madison. Simply list a Business interest as your top academic area of interest on the University application.
Prospective Transfer Applicants
Transfer students at University of Wisconsin System campuses or Wisconsin Technical Colleges may apply separately for admission to both the University of Wisconsin-Madison and the School of Business during the spring term for fall enrollment. Information for prospective transfer students can be found here: https://business.wisc.edu/undergraduate/admissions/transfer-students/.
Additional Information
Students declared in Business: Marketing cannot earn the Summer Certificate in Business Fundamentals, Certificate in Business, or the Certificate in Entrepreneurship due to curriculum overlap.
University Requirements
All undergraduate students must complete both the following Core General Education (Core GenEd) and University Degree and Quality of Work requirements. The requirements below apply to students whose first term at UW-Madison or whose earliest post-high school college attendance at any institution is Summer 2026 or later.
Students whose first term at UW-Madison or whose earliest post-high school college attendance at any institution occurred before Summer 2026 should refer to the archived Guide for the requirements that apply to them.
Core General Education (Core GenEd) Requirements
| Civics & Perspectives | 3 credits of Civics & Perspectives coursework. |
| Communication & Literacy | 6 credits of Communication & Literacy coursework. This requirement may be partially satisfied by a qualifying placement test score. For more information see this tiny url: https://go.wisc.edu/qualifyingenglishplacement |
| Humanities & Arts | 6 credits of Humanities & Arts coursework. |
| Mathematics & Quantitative Reasoning | 6 credits of Mathematics & Quantitative Reasoning coursework. This requirement may be partially satisfied by a qualifying placement test score. For more information see this tiny url: https://go.wisc.edu/qualifyingmathplacement |
| Natural Science & Wellness | Complete both:
|
| Social & Behavioral Science | 3 credits of Social & Behavioral Science coursework. |
| Total Credits | 30 credits. |
For more information see the policy.
University Degree and Quality of Work Requirements
All undergraduate degree recipients must complete the following minimum requirements. Requirements for some programs will exceed these requirements; see program requirements for additional information.
| Total Degree | 120 degree credits. |
| Residency | Complete 30 credits in residence. A course is considered “in residence” if it is taken when in undergraduate degree-seeking status and:
|
| Quality of Work | Achieve at least the minimum grade point average specified by the school, college, and/or academic program. |
| Math | Demonstrate minimal mathematics competence by: |
| English Language | If required to take the UW-Madison English as a Second Language Assessment Test (MSN-ESLAT), demonstrate minimal English language competence by:
|
| Language | Complete one:
|
| Major Declaration | Declare and complete the requirements for at least one major. |
School of Business BBA Requirements
The Wisconsin Bachelor of Business Administration (BBA) program combines UW–Madison’s core general education requirements, broad coverage of core business disciplines, and cutting-edge experiential learning and signature courses to create a strong academic foundation upon which students delve deeply into their majors.
Business Liberal Studies
Liberal studies requirements must be completed prior to graduation. A single course cannot be used to fulfill multiple liberal studies requirements.
| Communications A | Complete either:
|
| Microeconomics | Complete one: |
| Macroeconomics | Complete either: |
| Social Science | One 3+ credit course with the Social Science designation. Courses in or cross-listed with the following subjects do not satisfy this requirement: ACCT I S, ACT SCI, FINANCE, GEN BUS, INFO SYS, INTL BUS, M H R, MARKETNG, OTM, R M I, REAL EST. |
| Calculus | Complete either: |
| Literature | One 3+ credit course with the Literature designation. |
| Science | 6 credits with the Biological, Natural, or Physical Science designations. Courses in or cross-listed with MATH or STAT cannot be used to meet this requirement. |
| Ethnic Studies | One 3+ credit course with the Ethnic Studies designation. |
| Humanities | One 3+ credit course with the Humanities designation. |
| Ethics | Complete one: |
Business Fundamentals
| Code | Title | Credits |
|---|---|---|
| GEN BUS 106 | Foundational Skills for Business Analysis | 1 |
| GEN BUS 107 | Introduction to Artificial Intelligence in Business | 1 |
| GEN BUS 301 | Business Law | 3 |
| GEN BUS 360 | Workplace Writing and Communication | 3 |
| ACCT I S 100 | Introductory Financial Accounting | 3 |
Business Analytics Sequence
Complete one of the sequence options below. Courses should be taken in subsequent semesters.
| Code | Title | Credits |
|---|---|---|
| Option 1 | ||
| GEN BUS 306 & GEN BUS 307 | Business Analytics I and Business Analytics II | 6 |
| Option 2 (Required for Actuarial Science Majors): | ||
| MATH 331 | Introductory Probability | 3 |
| or STAT/MATH 309 | Introduction to Probability and Mathematical Statistics I | |
| GEN BUS 317 | Mathematical Foundations of Business Analytics (Recommended for Actuarial Science majors) | 3 |
| or STAT/MATH 310 | Introduction to Probability and Mathematical Statistics II | |
| Option 3 (Recommended for Economics Double Majors or Econ Certificate Students): | ||
| ECON 310 | Statistics: Measurement in Economics | 4 |
| ECON 400 | Introduction to Applied Econometrics | 4 |
| or ECON 410 | Introductory Econometrics | |
Business Core
| Code | Title | Credits |
|---|---|---|
| ACCT I S 211 | Introductory Managerial Accounting | 3 |
| FINANCE/ECON 300 | Introduction to Finance | 3 |
| MARKETNG 300 | Marketing Management | 3 |
| M H R 300 | Managing Organizations | 3 |
| OTM 300 | Operations and Supply Chain Management | 3 |
| Total Credits | 15 | |
Business Experiential Learning
| Code | Title | Credits |
|---|---|---|
| GEN BUS 110 | Personal and Professional Foundations in Business | 1 |
| GEN BUS 210 | Artificial Intelligence Enabled Business Solutions Lab | 2 |
| GEN BUS 410 | Business Solutions Capstone | 3 |
| Total Credits | 6 | |
Business Signature
| Code | Title | Credits |
|---|---|---|
| Complete one of the following: | 3 | |
| Introduction to Databases | ||
| International Business | ||
| The Real Estate Process | ||
| Principles of Risk Management | ||
| Complete one of the following: | 2 | |
| Human-centered Design and Business | ||
| Sustainable Capitalism | ||
| The Business of Health Care | ||
| Cloud Analytics and Artificial Intelligence Tools for Business | ||
| Total Credits | 5 | |
Business Graduation Requirements
| Cumulative Credits | Students must earn 120 degree credits. |
| Quality of Work | Students must maintain a minimum cumulative grade point average of 2.000. |
| Residency | Students must complete 30 degree credits in residence at UW–Madison. |
Business: 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 and a minimum of nine additional MARKETNG credits. 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.
| Code | Title | Credits |
|---|---|---|
| MARKETNG 305 | Consumer Behavior | 3 |
| MARKETNG 310 | Marketing Research | 3 |
| MARKETNG 460 | Marketing Strategy | 3 |
| Elective Coursework: Select a minimum of 9 additional MARKETNG credits. Students may choose elective coursework that follows a specific "career path". | 9 | |
| Total Credits | 18 | |
Potential Marketing Career Guidance and Career Paths
For further information on recommended electives and career paths, see the Department of Marketing website linked within the Contact Information box.
Learning Outcomes
- Demonstrate the ability to formulate and implement marketing strategies related to product, place/distribution, price, promotion.
- Demonstrate the ability to evaluate and analyze appropriate market segments and generate effective marketing plans.
- Locate, evaluate, and leverage relevant sources to determine and support their marketing actions.
- Apply analytical rigor to marketing decisions.
Four-Year Plan
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.
| Freshman | |||
|---|---|---|---|
| Fall | Credits | Spring | Credits |
| Communications A | 3 | MARKETNG 300 | 3 |
| ECON 101 or 111 | 4 | MATH 211 or 221 | 4-5 |
| Ethnic Studies | 3 | Humanities | 3 |
| Science | 3 | ECON 102 or 111 | 4 |
| GEN BUS 110 | 1 | ||
| GEN BUS 106 | 1 | ||
| 15 | 14-15 | ||
| Sophomore | |||
| Fall | Credits | Spring | Credits |
| ACCT I S 100 | 3 | ACCT I S 211 | 3 |
| GEN BUS 306 | 3 | GEN BUS 307 | 3 |
| PSYCH 202, SOC 211, ANTHRO 104, GEN&WS 102, or HDFS 263 (Human Behavior) | 3-4 | MARKETNG 305 | 3 |
| GEN BUS/DS 240, 250, or 308 (Take One) | 2 | OTM 300 | 3 |
| Elective | 4 | GEN BUS 360 | 3 |
| 15-16 | 15 | ||
| Junior | |||
| Fall | Credits | Spring | Credits |
| Marketing Elective | 3 | Marketing Elective | 3 |
| MARKETNG 310 | 3 | PHILOS 241, 243, 341, or 441 (Ethics) | 3-4 |
| M H R 300 | 3 | Literature | 3 |
| GEN BUS 250, 240, or 308 (Take One) | 2 | FINANCE/ECON 300 | 3 |
| Elective | 4 | Elective | 3 |
| 15 | 15-16 | ||
| Senior | |||
| Fall | Credits | Spring | Credits |
| GEN BUS 400 | 3 | GEN BUS 301 | 3 |
| MARKETNG 460 | 3 | Marketing Elective | 3 |
| R M I 300, REAL EST 306, INTL BUS 200, or INFO SYS 322 (Take One) | 3 | Science | 3 |
| Elective | 3 | Elective | 3 |
| Elective | 4 | Elective | 3 |
| 16 | 15 | ||
| Total Credits 120-123 | |||
Advising and Careers
Advising
Advising is an integral part of any student’s educational journey in the School of Business Undergraduate Program. Starting at Student Orientation, Advising, and Registration (SOAR), we encourage all students to connect with academic advisors. Business academic advisors have a wealth of knowledge about courses on campus, as well as policies and procedures.
Business career coaches help students with career exploration, internships, resumes, job search, interviewing, and more. We encourage students to connect with their career coach once they arrive on campus.
Business academic advisors and career coaches are passionate about student success. 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 Coaches
Admitted business students will have one assigned academic advisor. Career coaches are assigned by academic major to be able to provide industry-specific career guidance. If a student has more than one major, they may have more than one assigned career coach. Students can find their assigned advisor and coach by logging into the Starfish portal through MyUW.
For students not yet admitted to the School of Business, there is a team of pre-business advisors available.
Accessing Advising
Drop-in advising and scheduled appointments are available for admitted business students. Pre-business students may also schedule an appointment with a pre-business academic advisor or utilize drop-in academic advising.
For more information on accessing academic advising, please see our Academic Advising page.
For more information on accessing career coaching, please see our Career Coaching page.
Careers
Unleash the power of marketing! Marketing is the heartbeat of business, driving dynamic exchanges between organizations and customers. It's a critical, ever-evolving field that spans every corner of the business world—from global enterprises to innovative start-ups, and from essential services like healthcare and banking to impactful nonprofits and municipalities. As a marketing student, you'll unlock a world of career possibilities, including: advertising/public relations/communication, digital marketing, general marketing, marketing research/analyst, merchandising/buyer/planner, product/brand management, business-to-business (B2B), sales/business development, sports marketing & communication and supply chain management.
More information on Career Pathways.
Accreditation
AACSB International—The Association to Advance Collegiate Schools of Business
Accreditation status: Accredited. Next accreditation review: 2026–2027.