The program is organized around the proposition that the wants and needs of the consumer are the reasons for a firm's existence, and the courses in the marketing department stress the relationship of the behavioral and social sciences to the marketing concepts employed by the business organization. Students completing a major in marketing may expect to move into a wide variety of careers. These include: brand and product management, marketing research, retailing, sales and sales management, advertising, public relations, marketing logistics and new product planning.

The Heller College of Business faculty offer an accelerated BS in Business Administration/Master of Business Administration (MBA) program to eligible students.  Students entering this program can earn both bachelor's and master's degrees in less time than earning these degrees separately.