44 courses with the subject MK, each shown exactly as we captured it from the college's catalog, with every element we hold. Where the wording looks broken, that is our reading of the catalog, not the college's text.
MK 250Marketing Essentials3
Marketing is at the heart of a firm’s success as it involves researching, creating, delivering and communicating value to customers. It encompasses what services, goods, and/or experiences to sell, how much to sell them for, where to sell them, how to communicate them, and how to ensure differentiation from competitors. If done well, sustainable profits and a positive impact on society can be achieved. If done in an inadequate and unethical way, significant losses and social backlash can result. Success thus requires that understanding customers and how they make their decisions, which ones to build relationships with, how to develop a product that customers will value and choose, and how to navigate the ethical dilemmas that may arise. This course will provide students with foundational knowledge about these marketing elements, exposure to ethical dilemmas, and opportunities to apply these insights so that they can grasp the nature of marketing decisions and their impact on success. Typically Offered: Fall and Spring
Pre-Req: MK 250 This course provides students with an understanding of consumers as human beings, how they form perceptions, how they learn, and how they make decisions. Topics covered also include the individual and group- level influences on consumer behavior, such as motivation, self-identity, social class, cultures, and social media. The course focuses on concepts and theories initially developed in psychology, sociology, demography, anthropology and other behavioral disciplines, and their application to understanding individuals as consumers. Another focus of the class is on the pragmatic implications of such consumer understanding for marketing practice. Typically Offered: Fall and Spring
Pre-Req: MK 250 and (Pre or Co-Req: ST 113) Students will examine the fundamental concepts and techniques used in marketing research as decision-making tools. Problem formulation, research design, primary data collection, types of information and measurement scales, and evaluation and utilization of secondary data will be discussed. Through hands-on analyses using modern data analysis tools, students will learn how to formulate marketing problems as testable hypotheses, systematically gather data, and apply statistical tools to yield actionable marketing insights. Typically Offered: Fall and Spring
Pre-Req: MK 250 This course considers the role of new products in the survival and growth strategies of organizations. It focuses on the major problems firms encounter in directing and managing their product development and marketing activities. It examines the development process from conception of ideas to commercial introduction using best practices information technology. The course also considers the shorter marketing life cycle from introduction to deletion of products in the information age. Typically Offered: Once a year
Pre-req: MK 250 This course explores social media as a primary driver of strategic marketing objectives, starting with basics & moving to focus on measurable business growth. Students will analyze social media’s increasingly-critical role in the broader digital ecosystem, learning to develop audience-first segmentation strategies that align with paid media & performance goals. The curriculum emphasizes the engineering of scalable systems to navigate platform fragmentation, data-driven campaign tracking, and the ROI of specific programs (e.g., advertising campaigns, influencer-led initiatives, etc.). While the course addresses data privacy & brand ethics, the primary focus remains on strategic deployment of social media to achieve specific marketing KPIs, rather than owned or earned media functions. Typically Offered: Fall
Pre-Req: MK 250 This course provides students with the opportunity to “think outside the box” while learning about the current world of advertising. In this course, students will be exposed to, learn about and gain hands on experience with secondary market research, brand and creative strategy, advertising agencies, creative process, digital advertising, media planning, creative media case studies, customer journey, multicultural marketing, social influencers, and creating an original ad campaign plan. Students will learn about the new tools that are available through Gen AI and how they apply through each stage of the advertising development process with some live demos and examples. The course includes featured speakers who work at notable companies and award-winning ad agencies. Typically Offered: Once a year
Pre-Req: MK 250 This course examines various types of retail formats from the perspective of a professional manager and from that of an entrepreneur. It includes analysis of competitive strategies, information technology in relation to distribution and merchandising, operating in multiple channels, site analysis, e-tailing, store layout and design, merchandise selection, inventory control, pricing, promotion, and integration of the retail mix. Typically Offered: Spring
Pre-Req: MK 250 Luxury brands are one of the fastest growing areas of global business. This course is designed to provide participants with the theoretical knowledge and practical skills required to succeed in the marketing and management of complex, luxury brands. It develops an appreciation of how luxury brands have evolved over time and place, and introduces the material, symbolic and experiential dimensions of luxury. Building upon the principles of creating and developing luxury brands the course explores a range of premium industries including fashion, perfume, jewelry, the finest hotels and exclusive clubs, yachts and high- end automobiles. Typically Offered: Spring 2026-2027-Undergraduate 243
MK 350Diversity, Equity & Inclusion in the Marketplace: Exploring and Correcting Marketing Injustices3
Pre-Req: MK 250 In this course, by applying a critical race theoretical lens, students will understand the systemic nature of inequities that pervade the marketplace and marketing practices, and explore possible solution to achieving diversity, equity, inclusion, social justice and belonging. Through discussions, reflections, and explorations of the history of systems and practices and possible solutions, such as multicultural marketing, students will come to be in a position where they can challenge marketplace inequities as they pursue careers in marketing-related fields. Typically Offered: Once a year
Pre-Req: MK 250 The development of information technology has changed how individuals and organizations acquire and market goods and services. This course adopts a managerial, applied perspective to examine continuing technology-driven changes in consumers, business activities, and the marketplace itself. Typically Offered: Fall and Spring
Pre-Req: MK 250 This course will provide students with basic knowledge of digital analytics concepts and practices. The course consists of three main parts: (1) digital analytics for website optimization, (2) measuring marketing campaigns online, and (3) consumer privacy and ethics. Topics covered include understanding the importance of digital analytics in marketing, identifying KPIs and key metrics used in digital analytics, implementing website optimization techniques, assessing digital campaigns including email and online advertising, and comprehending regulations regarding consumer privacy and data usage as well as reflecting on related ethical issues. Applying a hands-on approach, the course will allow students to explore various tools and software used in digital analytics, such as Google Analytics and SEMrush. Students will have the opportunity to receive a certificate from the Digital Analytics Association. Typically Offered: Fall
Pre-req: ST 113 and second year standing or higher This course is an introduction to the analysis of marketing data, using tools from statistics and conceptual foundations from marketing. Marketing analytics are best viewed as a set of tools (conceptual models, statistical techniques and optimization software) designed to translate data into marketing strategy. Emphasis will be placed on the appropriate usage of techniques – not upon the mathematical theory underlying the techniques. The goal of the course is to develop skills in creating mathematical models that are useful in tactical and strategic marketing decisions. Furthermore, in today's rapidly evolving landscape, businesses are utilizing the power of machine learning (or artificial intelligence) to analyze large and complex datasets with increased efficiency. In the latter part of this course, we will explore how machine learning techniques can be effectively applied to enhance marketing analytics and discuss the significant advantages over traditional statistical models. Typically Offered: Spring
Pre-Req: MK 250 This course explores the development of international marketing programs from the determination of objectives and methods of organization through the execution of research, advertising, distribution, and production activities. Students examine the international similarities and differences in marketing functions as related to the cultural, economic, political, social, and physical dimensions of the environment. Students also consider the changes in marketing systems and the adoption of marketing philosophies and practices to fill conditions in different countries. Typically Offered: Fall and Spring
Pre-Req: MK 250 This course examines the processes and activities that enable the profitable development and delivery of goods and services in business- to-business (B2B) markets. It focuses on the strategic importance of information technology (IT) in managing relationships when both buyers and sellers are organizations. Areas of study include customer value assessment, organizational buying behavior, value-based segmentation, and the creation and evaluation of integrated business marketing programs. An interactive B2B marketing simulation and in-depth case analyses require the application of the concepts and tools discussed in the course. Typically Offered: Every two or more years
Pre-Req: MK 250 Sport permeates daily life from both a social and economic viewpoint. Often, businesses, teams, athletes, nonprofit organizations and governments depend on sports as an integral part of their marketing campaigns. The political and financial impact of these decisions will have global and local ramifications. Students will be introduced to the fundamental issues related to the industry of sport. The course examines the aspects of sport and its impact on business and marketing. Specifically, the course examines sports marketing from the following perspectives: 1. the strategic planning process associated with team sports 2. the marketing of sporting goods and related products 3. the use of sports in the marketing of other goods and services Typically Offered: Once a year
Pre-Req: MK 250 The objective of this course is to provide a conceptual framework as well as analytical techniques that can be applied to understanding and managing prices from a marketing perspective. Students will learn how to set a price for a new product, how to make price adjustments to existing products, and how to set prices to serve different customer segments. Moreover, issues of pricing of digital products and managing prices in the digital world will be discussed. This course goes beyond the numbers as we delve into the psychological and emotional facets of pricing. Students will gain insights into how consumers cognitively and emotionally respond to prices and price changes, enabling them to craft pricing strategies that resonate with their target audience. Additionally, we will foster a holistic understanding of pricing, emphasizing its multifaceted nature by incorporating considerations related to customer preferences, competitive landscapes, legal constraints, and ethical aspects. Typically Offered: Once a year
Apple is one of the most valuable brands in the world, but how did it achieve its iconic status? In this course, students will learn how to build, grow, and protect strong brands. Using a combination of lectures, case analyses, current events, discussions, and a class project, students will learn 1) a foundational understanding of brand strategy, 2) how different approaches to brand strategy affect company performance, 3) the power of consumers in brand development and growth, 4) the role of brands in the broader culture, and 5) how to identify, measure, and protect brand equity over time. Typically Offered: Fall and Spring
Pre-Req: MK 250 Experimental courses explore curriculum development, with specific content intended for evolution into a permanent course. A topic may be offered twice before it becomes a permanent course. Students may repeat experimental courses with a different topic for credit Typically Offered: As needed
Experimental courses explore curriculum development,with specific content intended for evolution into a permanent course. A topic may be offered twice before it becomes a permanent course. Students may repeat experimental courses with a different topic for credit. Typically Offered: Every two or more years
Concentration Courses (Students must select a concentration 12 from the list below): General Marketing (p. 72) The Business of Fashion (p. 72) Digital Marketing (p. 72) Marketing Analytics (p. 72) Total Credits 24 2026-2027-Undergraduate 71 The Business Environment (6 Credits) Course Title Credits
Pre-Req: Instructor permission required This course permits superior students to study special topics. (Allows repetition for credit.) Typically Offered: Every two or more years
Pre-Req: MK 250, 3.0 GPA, and at least 81 completed credits This course covers in-depth examination of contemporary and emerging marketing practices, issues and topics, as well as other advanced or scholarly marketing topics, depending on the interests of participants and/or instructor. Teaching pedagogy includes journal articles, a field project, and individual assignments. Typically Offered: As needed
Pre-Req: (MK 250 and two other marketing courses) or instructor permissio This course focuses on experiential learning. We fuel intellectual curiosity, leverage data analytics, and unlock creativity to shape corporate strategy in partnership with large scale organizations. Past partners have included New Balance, Bauer, Vida Shoes International, Mass Audubon, Dunkin Donuts, Mazda, GM, Microsoft, Fidelity, Sperry Topsider. Heavy emphasis is placed on the top skills employers are seeking in today’s marketplace: oral and written communication, teamwork, project management, analytics, problem-solving, research, and adaptability. Typically Offered: Fall and Spring 2026-2027-Undergraduate 245
Pre-Req: MK 250 This course offers a field-based learning experience for selected full- time students in marketing. Requires the student to select a seminar project related to his/her internship experience, in consultation with the internship advisor. The course requires students to attend regular seminar meetings, submit progress reports, and prepare a substantial report on academic concepts related to the work experience. Typically Offered: Fall and Spring
Bentley Global Experience (BGX) courses are 3-credit intensive study abroad experiences offered during semester breaks, usually 10 to 15 days in length during January break, Spring break (as part of a Spring semester course), or in May after exams. The professor leads his/her students on an immersive learning experience in a region of the world where the professor has expertise, offering students the opportunity to combine cultural activities with business, NGO, or other relevant site visits. Students benefit from personal interactions with companies and organizations they would not encounter as a tourist. The intensive format allows students to study abroad without missing a semester at Bentley. Please visit https://www.bentley.edu/offices/international-education to learn more. Typically Offered: As needed
A one-credit field-based educational experience for Bentley students, with the opportunity to (1) observe marketing practices, (2) apply and test hands-on the marketing, communication and analytical concepts and methods learned in classes, (3) develop leadership skills, (4) test aptitude and personal preferences for various career directions, and (5) establish a basis for future professional employment. This internship option is available to Bentley graduate students. Students must work a minimum of 120 hours at an organization suitable for the individual student's field learning experience, and complete specific requirements during their internship, demonstrating the ability to apply and integrate business/ marketing knowledge, in order to receive academic credit. A student is limited to doing one such one-credit internship before degree completion. Typically Offered: Fall and Spring
Pre-Req: GR 523, GR 523D, GR 523P, or instructor permission This is an advanced applications course dealing with formulation of marketing strategies, evaluation of alternatives and implementation of marketing programs. It examines segmentation, positioning and marketing mix issues as a part of strategic marketing planning. The course also includes discussion of specific marketing management problems in a variety of situations involving consumer and industrial products and services in profit and nonprofit institutions. Typically Offered: Once a year
A Directed Study is designed for highly qualified students who, under the direction of a member of the sponsoring academic department, engage in an agreed-upon in-depth independent examination, investigation or analysis of a specialized topic. Typically Offered: Every two or more years
Pre-Req: Two marketing (MK) courses at the 600-level or higher and internshi coordinator permission Affords students the opportunity to enhance self-realization and direction by integrating classroom study with experience in vocational learning situations. Requires development of a study plan to identify the student's professional goals and to demonstrate how these goals can be enhanced through an internship experience. Includes regular meetings in which students discuss issues and business problems related to their work experience, and defend proposed solutions before fellow students and the internship coordinator. Typically Offered: Fall and Spring
Pre- or Co-Req: (GR 521, GR 521D, or GR 521D) and (GR 523, GR 523D, or GR 523P) This course focuses on the development of questionnaires and other vehicles for collecting marketing data, the methodology for analyzing these data (with the use of sophisticated statistical software), and reaching conclusions based on the analyses. Real-world questionnaires and real-world data are utilized. Typically Offered: Every two or more years
Pre-Req: GR 523, GR 523D, or GR 523P This course studies the purchase decision for individual consumers and industrial users. It examines various models of buyer behavior. The course explores motivations, influences and roles played in purchasing products and services. Typically Offered: Every two or more years
Pre-Req: GR 523, GR 523D, or GR 523P This course examines marketing promotions from a communication standpoint. It discusses advertising, sales promotion, personal selling and publicity as components of the promotional program of an enterprise, including profit and nonprofit institutions marketing products and/or services. The course emphasizes the planning, design and implementation of advertising campaigns. Typically Offered: Every two or more years
Pre-Req: GR 523, GR 523D, or GR 523P This course focuses on the decision-making process in marketing products and services across national boundaries. It examines the design and modification of marketing strategies; identifies potential markets; and considers product, promotion, price and distribution decisions within the constraints of a particular cultural, economic and political setting. The course studies challenges facing multinational enterprises as well as smaller firms marketing internationally. Typically Offered: Every two or more years
Pre-Req: GR 523, GR 523D, or GR 523P This course builds critical skills for individuals who will practice the art and science of Internet marketing in the future. It covers the important frameworks, principles and contexts in this domain that are likely to endure for example, auctions, customer relationship management, privacy, the communication e-mix, and channel adaptation and p coordination. Typically Offered: Once a year
MK 726Customer Data Analysis and Relationship Marketing3
Pre- or Co-Req: GR 523, GR 523D, or GR 523P Customer relationships are central to modern marketing and are built on understanding data. This course focuses on analyzing rich, multifaceted customer data as the primary input to crafting relationship marketing strategies. It introduces concepts, frameworks, and analytical approaches to inform strategic decisions. The course covers three core modules: (1) leveraging large-scale lifestyle survey (soft) data for profiling and developing meaningful psychographic segments, (2) analyzing behavioral (hard) data to assess customer value and designing tailored marketing strategies across value segments, and (3) designing and interpreting marketing experiments that reveal how and why customers respond to interventions. Typically Offered: Fall and Spring
Pre-Req: GR 523, GR 523D, or GR 523P. Not open to ELMBA/ Full Time MBA, or students who have completed GR 735 This course focuses on developing corporate strategy alongside the management team of a corporate partner. It emphasizes the use of multidisciplinary skills to identify, define and provide recommended solutions relating to complex issues within the firm. The course covers multiple topics including marketing, finance, management, technology and the law. Involves significant group work and the ability to meet tight deadlines. Students need immense curiosity, adaptability, and a desire to challenge themselves. This course emphasizes the ability to use both written and oral skills in formal business presentations to top management. It requires the ability to defend analyses and recommendations under pressure and strict time constraints. Corporate Immersion mirrors working conditions and expectations of the corporate partner’s employees. Typically Offered: Once a year
Pre-Req: Varies by topic This course offers in-depth examination of selected issues and problems in marketing. Specific topics alternate depending on student and faculty interests. Typically Offered: Every two or more years
This class will focus on the nature of creativity and the creative process. We will discuss several definitions and theories of creativity, and apply these theories to enhance your own creativity. Several techniques will help you to recognize and remove barriers to creative thinking. We will apply these techniques to develop creative approaches to business and marketing cases and your own business and academic problems. While the focus of the class is on individual creativity, we will also discuss th pros and cons of team creativity and apply techniques to improve team efforts. Organizational creativity and implementing creative solutions will also be covered. Typically Offered: Spring
Pre-Req: Varies by topic Experimental courses explore curriculum development, with specific content intended for evolution into a permanent course. Topics may be offered twice before it becoming a permanent course. Students may repeat experimental courses with a different topic for credit. Typically Offered: Every two or more years 2026-2027-Graduate 77
