To help you plan your curriculum, we have developed several Career Pathways within the Marketing Learning Community. These Pathways will help prepare students for careers in Brand/Product Management (Business-to-Business), Brand/Product Management (Business-to-Consumer), Business Development, Customer Data Analytics, Category Management, Demand Generation and Digital Marketing, and Customer Insights.
Brand/Product Management (Business-to-Business)
Brand/Product Management (Business-to-Business)
Marketing to businesses, organizations, and government is fundamentally different from marketing to consumers for a myriad of reasons related to customers (e.g., larger customers, more complex decision making units, the need for relationship building between suppliers and customers, etc.) and related to the role of marketing within the firm (e.g., greater level of customization of the offerings; need for closer interaction and alignment among marketing and manufacturing/R&D/product development, customer service, etc.).
Marketing jobs in B2B companies include product/brand management, account management, sales, business development, & partner relationship management. Product/brand management typically involves identifying strategic market opportunities, assessing the competitive landscape, coordinating across the cross-functional product/brand team, and working closely with R&D, engineering, design, manufacturing, sales, analytics, market research, regulatory, and finance to develop and execute the product/brand plan. Account management typically involves supporting product and services sales, researching technology trends, identifying opportunities for sales and services, and designing customer-facing dashboards to provide transparency and facilitate renewal conversations. Sales management typically involves developing demand generation events, utilizing strong financial selling skills using ROI models, crafting data-driven executive communication, and building trusted relationships with clients and business partners.
| Course: | Curric- ulum Info: | Pre-requisite: | Semesters: |
|---|---|---|---|
Suggested: | |||
| MK859 Strategic Business Marketing | MK713/723/724 | Spring (Intensive) | |
Other Electives You Might Consider: | |||
| HM833 Health Sector Marketing | AC710 or 711 and MK723 or 724 | Fall (Evening) | |
| MK820 Consultative Selling | Spring (Saturday) | ||
| MK845 Engaging Consumers in a Digital World | MK713/723/724 | Summer 2 (Intensive) | |
| MK852 Data Driven Marketing Decisions | MK713/723/724, QM711/716/717 | Fall (Day) | |
| MK854 Branding | MK713/723/724 | Fall (Evening), Spring (Day) & Summer 2 (Evening) | |
| MK864 Pricing Strategy and Tactics | MK713/723/724, PL714/727/FE730, QM711/716/717 | Spring (Evening) | |
| MK876 Digital Marketing Analytics | QST MK723/724 | Spring (Evening) | |
| MK878 Customer Analytics | MK713/723/724, QM711/716/717, MK852 or IS 833 | Spring (Day) | |
| OM880 Product Design and Development | OM710/725/726 | Fall (Evening) | |
| SI839 Design Thinking and Innovation | QST SI718/750/751 | Spring (Day & Intensive), Summer 2 (Intensive) | |
| SI859 Strategy Implementation | OM710/725/726, MK713/723/724, FE717/721/722 | Fall (Evening) & Spring (Evening) | |
| SI871 Strategies for Bringing Technology to Market | QST SI718/750/751 | not offered in 2022-23 |
Brand/Product Management (Business-to-Consumer)
Brand/Product Management (Business-to-Consumer)
The Brand is the greatest asset most companies have, and management of that asset is a critical role for companies, be they B2B or B2C. To do so requires a 360 view of the brand and all customer touchpoints, and the ability to work with all functional areas to manage the brand in a consistent way. To be a Brand manager requires a deep understanding of the current perception of a brand, and the ability to use marketing strategies, data analytics, and consumer psychology to mold that image to align with the customer and meet an organization’s goals.
| Course: | Curric- ulum Info: | Pre-requisite: | Semesters: |
|---|---|---|---|
Suggested: | |||
| MK854 Branding | MK713/723/724 | Fall (Evening), Spring (Day) & Summer 2 (Evening) | |
| MK852 Data Driven Marketing Decisions | MK713/723/724, QM711/716/717 | Fall (Day) | |
| MK856 Consumer Insights | MK713/723/724 | Fall (Evening) | |
Other Electives You Might Consider: | |||
| MK838 Behavior Change Practicum | Spring (Evening) | ||
| MK845 Engaging Consumers in a Digital World | MK713/723/724 | Summer 2 (Intensive) | |
| MK864 Pricing Strategy and Tactics | MK713/723/724, PL714/727/FE730, QM711/716/717 | Spring (Evening) | |
| MK867 Purpose-Led Marketing | MK713/723/724 | Fall (Evening) | |
| MK870 Luxury Marketing | MK713/723/724 | Spring (Intensive) | |
| MK876 Digital Marketing Analytics | QST MK723/724 | Spring (Evening) | |
| MK878 Customer Analytics | MK713/723/724, QM711/716/717, MK852 or IS 833 | Spring (Day) | |
| MO853 Negotiations | MO712/713 (OB712/713/715) | Fall (Intensive), Spring (Day & Intensive) & Summer 2 (Evening) | |
| OM880 Product Design and Development | OM710/725/726 | Fall (Evening) | |
| SI839 Design Thinking and Innovation | QST SI718/750/751 | Spring (Day & Intensive), Summer 2 (Intensive) | |
| SI859 Strategy Implementation | OM710/725/726, MK713/723/724, FE717/721/722 | Fall (Evening) & Spring (Evening) |
Business Development
Business Development
The primary goal of business development is to grow the company’s profits through attracting new customers, expanding the relationship and increasing sales with customers to increase the company’s market share, thus creating long term value for the firm. In B2B firms this can mean developing partnerships with collaborators or new customers. In B2C companies it means developing and managing new customer relationships but typically focusing on customer and market segments rather than individual customers.
| Course: | Curric- ulum Info: | Pre-requisite: | Semesters: |
|---|---|---|---|
Suggested: | |||
| MK820 Consultative Selling | Spring (Saturday) | ||
| MK859 Strategic Business Marketing | MK713/723/724 | Spring (Intensive) | |
| MO853 Negotiations | MO712/713 (OB712/713/715) | Fall (Intensive), Spring (Day & Intensive) & Summer 2 (Evening) | |
Other Electives You Might Consider: | |||
| HM833 Health Sector Marketing | AC710 or 711 and MK723 or 724 | Fall (Evening) | |
| MK838 Behavior Change Practicum | Spring (Evening) | ||
| MK852 Data Driven Marketing Decisions | MK713/723/724, QM711/716/717 | Fall (Day) | |
| MK854 Branding | MK713/723/724 | Fall (Evening), Spring (Day) & Summer 2 (Evening) | |
| MK862 Marketing High-Tech Products | MK713/723/724 | Fall (Intensive) & Spring (Day) | |
| MK864 Pricing Strategy and Tactics | MK713/723/724, PL714/727/FE730, QM711/716/717 | Spring (Evening) | |
| MK876 Digital Marketing Analytics | QST MK723/724 | Spring (Evening) |
Customer Data Analytics
Customer Data Analytics
Customer analytics leverages the explosion of consumer data to improve marketing. Students learn critical analytical skills for the evidence-based future of business. Specifically, customer analytics measures the return on marketing activities, evaluates customer profitability, and predicts future business success. Organizations are increasingly relying on machine learning and data mining to inform craft marketing, strategies and tactics to create real impact.
| Course: | Curric- ulum Info: | Pre-requisite: | Semesters: |
|---|---|---|---|
Suggested: | |||
| MK852 Data Driven Marketing Decisions | MK713/723/724, QM711/716/717 | Fall (Day) | |
| MK876 Digital Marketing Analytics | QST MK723/724 | Spring (Evening) | |
| MK878 Customer Analytics | MK713/723/724, QM711/716/717, MK852 or IS 833 | Spring (Day) | |
Other Electives You Might Consider: | |||
| IS841 Advanced Analytics For Managers: Data Mining | IS823 recommended | not offered in 2022-23 | |
| MK842 Machine Learning for Business Analytics | MK713/723/724 | Spring (Intensive) | |
| SI839 Design Thinking and Innovation | QST SI718/750/751 | Spring (Day & Intensive), Summer 2 (Intensive) |
Category Management
Category Management
Category management teams serve as the external and internal ambassadors of the product categories, mobilizing and coaching suppliers on how to grow their business on our sites, and leveraging internal partners to execute the strategic vision to win in the online home space.
These professionals are problem-solving, entrepreneurial types looking to help shape the strategy and profitability for specific verticals. This position is generally available in retail organization – on line or omni-channel. In the Category Manager role, you work with external partners, suppliers, and internal cross-functional teams to advance your category’s business agenda and drive strategic business decisions. Category Managers have ownership of key supplier relationships and make a direct impact on the category and bottom line. You will be expected to define overarching goals and strategy for your category, problem-solve, articulate and execute against tactical plans, and manage key business metrics. Category Managers must be able to expertly negotiate internally and externally, while also being effective project managers.
| Course: | Curric- ulum Info: | Pre-requisite: | Semesters: |
|---|---|---|---|
Suggested: | |||
| MK864 Pricing Strategy and Tactics | MK713/723/724, PL714/727/FE730, QM711/716/717 | Spring (Evening) | |
| MK876 Digital Marketing Analytics | QST MK723/724 | Spring (Evening) | |
| MO853 Negotiations | MO712/713 (OB712/713/715) | Fall (Intensive), Spring (Day & Intensive) & Summer 2 (Evening) | |
Other Electives You Might Consider: | |||
| IS841 Advanced Analytics For Managers: Data Mining | IS823 recommended | not offered in 2022-23 | |
| MK852 Data Driven Marketing Decisions | MK713/723/724, QM711/716/717 | Fall (Day) | |
| MK878 Customer Analytics | MK713/723/724, QM711/716/717, MK852 or IS 833 | Spring (Day) | |
| MK854 Branding | MK713/723/724 | Fall (Evening), Spring (Day) & Summer 2 (Evening) |
Demand Generation and Digital Marketing
Demand Generation and Digital Marketing
Demand generation and digital marketing combines both content creation and analytics. Demand Gen’s responsibility is to drive digital prospects from the top through the sale and even loyalty post sale. B2B, B2C and B2B2C companies all have this job. This is one of the biggest growth areas in communications and digital marketing, so this pathway is relevant to the future.
| Course: | Curric- ulum Info: | Pre-requisite: | Semesters: |
|---|---|---|---|
Suggested: | |||
| MK845 Engaging Consumers in a Digital World | MK713/723/724 | Summer 2 (Intensive) | |
| MK876 Digital Marketing Analytics | QST MK723/724 | Spring (Evening) | |
Other Electives You Might Consider: | |||
| MK835 ECommerce Strategy | QST MK723/724 | Spring (Saturday) | |
| MK852 Data Driven Marketing Decisions | MK713/723/724, QM711/716/717 | Fall (Day) | |
| MK854 Branding | MK713/723/724 | Fall (Evening), Spring (Day) & Summer 2 (Evening) | |
| MK856 Consumer Insights | MK713/723/724 | Fall (Evening) | |
| SI839 Design Thinking and Innovation | QST SI718/750/751 | Spring (Day & Intensive), Summer 2 (Intensive) | |
| SI859 Strategy Implementation | OM710/725/726, MK713/723/724, FE717/721/722 | Fall (Evening) & Spring (Evening) |
Customer Insights
Customer Insights
Consumer Insights and market research are core to any marketing organization – B2B, B2C or B2B2C – healthcare and social impact included. Marketers need to be able to integrate primary research with data analysis to uncover consumer insights and then apply this to new product development or any other aspect of creating new markets. Test and learn, iterate, repeat are also core to this profession and make this person valuable to the organization.
| Course: | Curric- ulum Info: | Pre-requisite: | Semesters: |
|---|---|---|---|
Suggested: | |||
| MK852 Data Driven Marketing Decisions | MK713/723/724, QM711/716/717 | Fall (Day) | |
| MK856 Consumer Insights | MK713/723/724 | Fall (Evening) | |
Other Electives You Might Consider: | |||
| MK854 Branding | MK713/723/724 | Fall (Evening), Spring (Day) & Summer 2 (Evening) | |
| MK878 Customer Analytics | MK713/723/724, QM711/716/717, MK852 or IS 833 | Spring (Day) | |
| MK876 Digital Marketing Analytics | QST MK723/724 | Spring (Evening) | |
| OM880 Product Design and Development | OM710/725/726 | Fall (Evening) | |
| SI839 Design Thinking and Innovation | QST SI718/750/751 | Spring (Day & Intensive), Summer 2 (Intensive) | |
| SI859 Strategy Implementation | OM710/725/726, MK713/723/724, FE717/721/722 | Fall (Evening) & Spring (Evening) |
Boston University Questrom School of Business
Rafik B. Hariri Building
595 Commonwealth Avenue
Boston, MA 02215