What is Marketing?

Marketing is the study of people and their behavior in the marketplace. It includes a wide variety of exciting topics like consumer decision-making, advertising, retailing, new product development, branding, and business-to-business marketing. A marketing major will study with world-renowned marketing researchers and learn from industry marketing leaders in an educational experience based on both theory and practice. Students may choose to focus on any number of marketing topics including e-marketing, professional selling, services marketing, sports marketing, and many others.


The marketing major is launched with courses in buyer behavior and marketing research. Students then select four courses to support their desired career paths in marketing.

Review the program outline or contact the Lindner College of Business Undergraduate Office at 513-556-7030 for more information.

Real-World Experience

Marketing alums have co-oped or are employed in almost every major corporation in America including P&G, Johnson & Johnson, IBM, Oracle, Xerox, Hormel, Cintas, Macy's, Nielsen, 84.51°, and FC Cincinnati, among others.

Career Possibilities

A plethora of career opportunities await the typical marketing major from the University of Cincinnati. Because marketing is such a broad discipline, and because UC is tightly connected to marketing leaders in Cincinnati (the world leader in consumer goods and branding), UC marketing majors have multiple career, co-op, and internship possibilities. A typical marketing major might begin as a co-op or intern with an advertising firm and then work to become the accountant executive, for example. Other marketing positions include becoming a brand manager for a packaged goods company, a research assistant for a marketing research firm, a sales specialist in medical devices, a new account acquisition manager for in a B-2-B industry, a district manager in retail, as well as an innovation leader for start-up firms. In addition, a UC marketing degree provides a solid foundation for additional coursework. Marketing graduates have gone on to obtain law degrees, MBAs, and MS in Marketing degrees.

Companies that have recently hired Marketing students and graduates include:

  • Procter & Gamble
  • Enterprise
  • Possible
  • Ahalogy
  • Anthem
  • American Modern Insurance
  • BHDP Architecture
  • Bridge Logistics
  • Corbus LLC
  • Delta
  • Great American
  • Greater Cincinnati Water Works
  • The Kroger Co.
  • Luxottica
  • Metitor
  • Paycor
  • The Hershey Company
  • Toyota
  • West Chester Protective Gear

Contact Us

Headshot of Jane Sojka

Jane Sojka

Professor-Educator and Marketing Undergraduate Program Director