Full-Time MBA Program

Marketing

Strategic, Quantitative, and Innovative

Your Berkeley MBA studies give you an approach to marketing that is strategic, quantitative, and innovative.

Nearly 20 percent of Berkeley Haas graduates pursue a marketing career path, benefiting from courses in marketing strategy, empirical modeling, and consumer research as they prepare for careers with companies like Amazon, Clorox, and Salesforce. The Haas Marketing Club, case competitions, networking, and treks add to your immersion in marketing.

Sample Marketing Coursework

  • Strategic Brand Management
  • Customer Insights
  • Life Sciences Marketing
  • Marketing Analytics
  • Marketing Management
  • Marketing Research
  • Marketing Strategy
  • Pricing
  • Product Management
  • Sales Force Management
  • Social Impact Marketing

Experiential Learning Opportunities in Marketing

Many of the projects students undertake in consulting courses such as International Business Development, Haas@Work, Social Sector Solutions, and Strategic and Sustainable Business Solutions are marketing related.

MBA Marketing students also engage with product development courses such as Design and Development of Web-based Products and Services and study market strategies in entrepreneurial courses such as Startup Lab.

See the full list of Berkeley MBA experiential learning opportunities

David Aaker Marketing Fellowship

Provided by the generosity of David and Kay Aaker. This two-year fellowship for $50,000 will support high-achieving graduate students who are pursuing careers in marketing with a special interest in brand marketing or brand development.

Marketing Faculty Spotlight

Professor Leif Nelson shares his research into human judgment and decision making, consumer preferences and choices, and consumer well being in his class on Marketing Research.

Professor Miguel Villas Boas focuses on analytics as applied to competitive strategy, and customer relationship management and serves on the editorial boards of numerous marketing journals. 

Associate Professor Clayton Critcher's research includes the study of consumer experience, preferences, and behavior. He teaches the Marketing Management course.

Assistant Professor Przemyslaw Jeziorski studies the dynamics of mergers in media markets as well as the demand for sponsored search advertising. He teaches Marketing Analytics

William Pearce is the former SVP and chief marketing officer of Del Monte and chief marketing officer for Taco Bell. He teaches Strategic Brand Management and currently serves as the chair of RichRelevance.

Meet more marketing faculty.

Institute for Business Innovation

The Institute for Business Innovation disseminates pioneering research on innovation, trains students to be inventive and entrepreneurial leaders, and facilitates innovation in both start-up and corporate domains. It is home to the Fisher Center for Business Analytics and the experiential Haas@Work course. 

Marketing Co-Curriculars

Haas Marketing Club

The Haas Marketing Club is dedicated to educating, preparing, and connecting members of the Berkeley-Haas community who are pursuing careers in marketing across industries. It sponsors regular lunches for students, faculty, and guest speakers, helps students prepare for interviews, and organizes company visits and networking events.

The club organizes treks to nearby firms, such as Clif Bar and Lyft and guest speakers on topics such as marketing at (Haas startup) LimeBike and data science at SAP.

Innov8 Marketing Case Competition

The Haas Marketing Club’s flagship competition, Innov8 brings teams from top MBA schools to Berkeley to tackle a real-time challenge faced by our sponsoring company.

Teams from Berkeley Haas also compete in competitions like the Elite 8 and the Wake Forest Marketing Summit.

Students interested in Marketing may also be interested in these clubs:

Support for Careers in Marketing

Students leverage the co-curricular experience and network, the Berkeley Haas Alumni Network, and the Career Management Group to pursue careers in Marketing, landing positions at Amazon, Yelp, the Clorox and Kraft Heinz Companies, Google, Ford Motor Company, and more.

Career Management Group partners include relationship managers in tech, media and entertainment, energy, and healthcare and industry specialists with expertise on preparing for careers in consumer packaged goods and product marketing and management.