Marketing student presenting image deck

The MRKT Pathways Curriculum

In response to today’s fast-changing and complex marketing landscape and born from our location in the heart of the world’s fastest growing creative and tech community (what many call “Silicon Beach”), we’ve significantly redesigned the CBA Marketing major (beginning Fall 2018) to offer our Marketing majors four unique content-specific and career-focused curriculum “Pathways.” These four Pathways include:

  • Applied Learning in Societal Transformation (The ALIST Pathway)
  • Marketing Analytics (The MA Pathway)
  • Creating Customer and Company Value (The 3Cs Value Pathway)
  • The M-School 

What is Marketing?

Marketing is the process by which brands, companies, and organizations discover and develop plans and strategies to meet consumer needs through products and services, pricing, communications (advertising and promotions), and distribution strategies. The Marketing function lies at the intersection of business / organizational strategy and psychology. Simply put, it’s all about finding out what consumers are putting up with (uncovering consumer needs) and solving it (through new products and services).

LMU's newly redesigned Marketing major—the MRKT Pathways Curriculum—enables students to focus on specific course pathways and content aligned with current industry needs and related to four central themes within the marketing discipline: strategy, positioning, creativity, and analytics.

By taking courses within a respective Pathway, CBA Marketing majors will focus on coursework in areas such as consumer behavior and the societal and cultural factors that influence what and how we buy (the ALIST Pathway); market research tools and analytics, including how to harness online and social media data (the MA Pathway); how companies create value through product and brand management as well as formulating pricing and sales strategies (the 3Cs Value Pathway); and advertising, new media, brand strategy and positioning, cross-platform content creation (the M-School Pathway).

By doing so, Marketing majors will develop a deep understanding of the role of marketing as well as future career opportunities in both for-profit and non-profit organizations. They will learn to understand and interplay among the elements of the marketing mix, including product, price, place, and promotion and how these elements can be integrated to achieve organizational objectives. 

What do Marketing majors do?

The new MRKT Pathways curriculum will enable our CBA Marketing majors to focus on a specific, career-focused field of study combined with the increased flexibility to explore a number of relevant upper-class elective courses. Through their respective MRKT Pathway, Marketing majors will explore the social and cultural factors influencing marketing strategy, learn about sophisticated research and analytical tools for understanding and applying the myriad data available to firms, develop and apply strategies, tools, and frameworks for creating customer and company value, measuring success, and immerse themselves within the growing advertising and branding community in close proximity to LMU. And in many instances, our courses and content are developed in partnership with the surrounding Silicon Beach/Playa Vista business community.  

Is this major right for you?

The Marketing major and the MRKT Pathways curriculum offers CBA students rigor, flexibility and depth in courses and content. Our Pathway curriculum is based on what we call the 4 Cs: Creative Problem Solving, Critical Thinking, Collaboration, and Communication. Learning activities include lectures, discussions, workshops, collaborative project-based learning, individual and team presentations, and industry connections - the same kinds of activities students will experience in the real-world workplace. Marketing majors are also encouraged to participate in internship programs and put their skills to work for campus activities and organizations in order to gain practical experience and perspective. On the international level, numerous innovative study abroad opportunities are available to our Marketing students.

You might be interested in becoming a Marketing major if you:

  • Like to create stuff
  • Are organized and strategic
  • Seek a career in a dynamic field that is always changing
  • Are interested in people
  • Love to collaborate with others
  • Are an excellent communicator
  • Like to apply data and numbers to analyzing business issues and uncovering market opportunities
  • Think of yourself as a critical thinker

About our Marketing faculty

Our faculty members are experts in fields such as marketing strategy, research methods and analytics, global and international marketing, consumer behavior, advertising, brand planning and strategy, digital and social media marketing, sales and sales management, customer relationship management, and pricing strategy.

Marketing faculty members are active researchers and authors whose work has appeared in publications such as the Journal of Marketing, Journal of Consumer Research, Journal of Interactive Marketing, Journal of Business Research, Journal of Business & Industrial Marketing, Psychology & Marketing, Industrial Marketing Management, and the Journal of Marketing Theory and Practice, Sloan Management Review, among many others. Several Marketing faculty also have extensive industry experience and are active in consulting.

About our students and graduates

Many of our Marketing majors join the LMU Marketing Society. In association with the American Marketing Association, the Marketing Society connects LMU students with marketing professionals for purposes of advice, networking, internships and job leads.

LMU students majoring in Marketing often go on to work in careers in advertising, digital and social media, public relations, sports and entertainment marketing, marketing research, sales and sales management, marketing management, and retailing.

Representative courses

Representative Courses

In addition to the required Principles of Marketing (MRKT 3510) course, typically taken during the sophomore year, representative upper-level courses in the four Pathways include:



3Cs Value


  • Socio-Cultural Foundations of Marketing (Foundational Course)
  • Foundation of Marketing Analytics (Foundational Course)
  • Consumer Behavior (Foundational Course)
  • New World of Branding and Advertising (Foundational Course)
  • Historical Survey of Business and Capitalism in Society
  • Data-Driven Consumer Insights
  • Pricing Goods and Services
  • Brand Planning and Strategy
  • Sports Marketing
  • Customer Relationship Management
  • Managing Retail and Service Businesses
  • Cross-Platform Content Creation
  • Public Policy and Marketing
  • Online and Social Media Analytics
  • Business-to-Business Marketing
  • Adaptive Media and Analytics
  • Psychology of Health and Marketing
  • Strategic Marketing Decision Making (Capstone Course)
  • Professional Selling and Sales Management
  • Creative Brand Leadership (Capstone Course)
  • Modern Consumer Culture
  • Internships
  • Advertising and Promotions Management
  • Personal Brand Management
  • Brands, Celebrities and the Arts
  • Independent Studies
  • Competitive Strategy
  • Advertising Account Management
  • Psychology of Selling and Consuming


  • Brand Management
  • Making Virtual A Reality
  • Non-Profit Marketing


  • Marketing Strategy in the Global Environment
  • Creativity Lab
  • Brand Storytelling (Capstone Course)


  • Value Creation and Marketing Accountability (Capstone Course)
  • Internships
  • Internships


  • Internships
  • Independent Studies
  • Independent Studies


  • Independent Studies



Click here for a complete list of MKTG Pathways curriculum

More resources (links)