Information about the marketing concentration within the Penn State Smeal MBA program.

The Penn State Smeal marketing concentration features a set of courses designed to enhance your knowledge of consumer behavior, brand development and equity, frameworks for strategic management and communications, as well as technologies that enhance marketing functions and processes.

Marketing Course Highlights

  • New Product Development and Management: Identify business opportunity, understand potential customer needs, and develop a new product from concept to virtual prototype.
  • Consumer Behavior: Gain knowledge on theories and concepts from psychology, sociology, economics, and other disciplines that are useful in understanding and marketing to consumers.
  • Brand Management: Examine and understand the process of building, designing, measuring, and maintaining brand equity.

Marketing Faculty Highlights

Smeal Marketing faculty members are well respected in the field, and the department itself is consistently ranked among the top 10 worldwide for research productivity according to the University of Texas at Dallas Research Rankings.

Smeal Marketing faculty who teach in the MBA Program include:

  • Ralph Oliva: Longtime marketing executive at Texas Instruments and former executive director of the Institute for the Study of Business Markets.
  • Meg Meloy: Former faculty member at Cornell with research exploring how moods influence consumer behavior.
  • Andrew Petersen: Research interests include measuring and maximizing customer/donor equity, managing customer product return behavior, measuring the value of word of mouth, selling and sales management, and linking marketing metrics to financial performance.

ISBM is a research center headquartered at Penn State featuring a global network of researchers and member firms that focus on business-to-business marketing challenges.

Career Outcomes

Smeal MBA graduates who concentrate in marketing go on to pursue full-time employment opportunities with an array of organizations including Fortune 500 companies, small start-ups, and non-profits. Companies who recently hired Smeal MBA graduates for marketing roles include:

  •, Inc.
  • Dell Inc.
  • GE
  • IBM
  • JPMorgan Chase & Co.
  • Procter & Gamble

"My Smeal MBA marketing courses focused a lot on value proposition and how you position your product. Really understanding your audience, their needs, and how you are uniquely positioned to meet those needs--that kind of thinking is what you must have to find success in any kind of product or marketing function."
- Ezra Nanes '12, Senior Director, Digital Media Product, AccuWeather, Inc.