Skip to main content
The University of Massachusetts Amherst

Match wit, insight, and creativity with strategy and tactics.

Are you interested in learning what makes people tick and uncovering new ways to persuade and delight? Are you on top of market trends, and want to be charged with launching ideas into action? Isenberg Marketing students learn how to match wit, insight and creativity with brand-building strategy and well-executed tactics. They learn how to listen to and uncover consumer needs and how to develop creative solutions for addressing those needs.

Mannion class.jpg
A Future in Marketing

A Future in Marketing

The marketing major provides students with the skills needed to listen to consumers; to use intuition and data to identify, develop, and execute creative solutions to complex problems; and to communicate these solutions to relevant stakeholders.

Curriculum

Curriculum

Areas of Interest

Areas of Interest

4

Experiential Learning

Learn It - Live It – Do It
Our goal is to ensure students are (1) prepared to meet the challenges of the real-world, (2) able to learn in a supportive and inclusive environment, and (3) have the training to identify and develop

Our goal is to ensure students are (1) prepared to meet the challenges of the real-world, (2) able to learn in a supportive and inclusive environment, and (3) have the training to identify and develop market solutions that consider the well-being of the environment, society, and market actors. Many courses include experiential learning, a critical component of our teaching philosophy. This trains our students to be critical thinkers capable of identifying, developing, and executing creative solutions to complex problems.

Full Courses
MK496: Protect Our BreastsCurrently offered via an independent study, the Protect Our Breasts course provides students with the opportunity to run a global business focused on educating companies and

MK496: Protect Our Breasts
Currently offered via an independent study, the Protect Our Breasts course provides students with the opportunity to run a global business focused on educating companies and consumers about toxins in products and packaging.

MK498b: Advertising Practicum
This course is a hands-on project-based class. Students work with a real client (frequently as part of a national competition sponsored by Edventure Partners) with a real budget. They identify appropriate tactics for addressing the client’s objectives, implement the proposed campaign, and measure effectiveness.

Experience Within Courses
Within our courses, students are provided hands-on opportunities to make an impact in marketing using tools like social media, Google Analytics, Salesforce and by participating in nationwide industry

Within our courses, students are provided hands-on opportunities to make an impact in marketing using tools like social media, Google Analytics, Salesforce and by participating in nationwide industry competitions. Some of these courses include: Fundamentals of Marketing, Social and Media and Marketing Analysis, Sales and Personal Branding, and Generation Customer Insights.

Putting Skills Into Practice
After mastering essential marketing skills and tools, students apply their knowledge to case studies, hypotheses and research, simulations, sustainability issues, and go on to create their own persona

After mastering essential marketing skills and tools, students apply their knowledge to case studies, hypotheses and research, simulations, sustainability issues, and go on to create their own personal brand to market themselves to potential employers or create their own businesses.

96%
Students that obtained employment within 6 months of graduation
$50K
Median starting salary, Class of 2021
#1
Public Business School in the Northeast
3
2015_HTM_Career_Day_120dpi67.jpg
Career Paths in Marketing

Career Paths in Marketing

You will leave Isenberg ready to excel in a range of marketing-related careers in product development, market research, advertising services, copywriting, promotions, and digital media.  Isenberg's Office of Career Success is dedicated to serving the career and professional development needs of Isenberg students.

Marketing Career ResourcesMarketing Career Resources

Student Clubs

Student Clubs
Isenberg Marketing Club

Provides members with hands-on marketing experience through interactive meetings, guest speakers, field trips, and sub-committee meetings.

Isenberg Marketing ClubLearn more
Isenberg Sales Club

Provides members with an understanding of what a professional sales career looks like and hands-on experience on how to conduct sales calls. The competition team competes in global sales competitions around the US.

Isenberg Sales ClubLearn more
UMass AdLab

A student-run ad agency with creative, strategy, and project management teams that provides hands-on valuable experiences from local partnerships to national advertising competitions.

UMass AdLabLearn more
Marketing Faculty

Marketing Faculty

Barstow_Cynthia.jpg
Cynthia Barstow
Senior Lecturer
Cynthia Barstow View Profile
Eric N. Berkowitz
Professor Emeritus
Eric N. Berkowitz View Profile
Brashear
Thomas G. Brashear Alejandro
Associate Professor
Thomas G. Brashear Alejandro View Profile
Diamond_William.jpg
William Diamond
Professor Emeritus
William Diamond View Profile
Glennon_Matthew2.jpg
Matthew Glennon
Senior Lecturer
Matthew Glennon View Profile
Matthew Godfrey
Matthew Godfrey
Assistant Professor
Matthew Godfrey View Profile
Iyer_Easwar.jpg
Easwar Iyer
Emeritus Professor
Easwar Iyer View Profile
Alicia M. Johnson
Alicia M. Johnson
Assistant Professor
Alicia M. Johnson View Profile
V-Martin-Ruiz-crop.gif
Verónica Martín Ruiz
Assistant Professor
Verónica Martín Ruiz View Profile
Miller_Elizabeth New.jpg
Elizabeth Miller
Department Chair and Professor
Elizabeth Miller View Profile
George Milne.jpg
George Milne
Associate Dean of Research & Carney Family Endowed Professor
George Milne View Profile
Schewe_Charles.jpg
Charles Schewe
Professor Emeritus
Charles Schewe View Profile
Matt Thomson
Matthew Thomson
Professor & PhD Coordinator
Matthew Thomson View Profile
Bruce Weinberg_0.jpg
Bruce D. Weinberg
Professor
Bruce D. Weinberg View Profile
Weinberger_Marc_0.jpg
Marc G. Weinberger
Professor Emeritus
Marc G. Weinberger View Profile
You-crop_0.gif
Yanfen (Cindy) You
Assistant Professor
Yanfen (Cindy) You View Profile

Contact Us

Marketing Department
Room 235
Isenberg School of Management
121 Presidents Drive
Amherst, MA 01003

413.545.5663