Marketing
To build a successful business, you need more than just a compelling product or service — you also need a comprehensive strategy to attract an audience and build your brand. At Bentley, you’ll explore the fundamentals of marketing and public relations, including advertising and promotion, market research and analytics, and consumer behavior. You’ll also have the opportunity to learn about more specialized fields, such as digital and social media identities. Further, you’ll put these theoretical principles to practical use in our cutting-edge Center for Marketing Technology, working with companies like Apple, the Boston Red Sox and Converse to provide innovative solutions to real-world marketing challenges. With a degree in Marketing from Bentley, you can manage social media campaigns for top companies, meet celebrities and other high-profile guests as an event planner, or create viral campaigns to spread the word about a great new product.
Degree Programs
Business of Fashion concentration added for Marketing majors
A new concentration in The Business of Fashion is now available to Marketing majors.
Developed by senior lecturers Isa Beltre and Ian Cross, it features courses such as Fashion Retailing (MK 344), Fashion Merchandising (MK 345) and Luxury Marketing (MK 346), as well as courses developed and offered by Bentley’s Experience Design, Management, Natural and Applied Sciences and Sociology departments. The program provides students with a solid foundation in brand management, retail strategy, social media marketing and marketing analytics, preparing them for successful careers in the fashion industry.
Generative AI perpetuates social stereotypes, new study finds
New research from Assistant Professor Fei Gao, Professor Lan Xia and doctoral candidate Wenting Zhong, PhD ’26 suggests that current generative AI programs replicate — and potentially amplify — social stereotypes. Their study, published in Journal of Experimental Psychology: Applied, finds GenAI produces a larger proportion of content reflecting gender and racial stereotypes, thus increasing the likelihood that users will select and promote it.
While reducing the availability of AI-generated stereotypical content decreases stereotype propagation, the researchers caution that raising awareness does not always lead to self-correction — especially for stereotypes perceived as relatively harmless. Their findings underscore the importance of addressing stereotypes in artificial intelligence to minimize their negative societal impact.
Aylesworth honored with 2025 Excellence in Teaching Award
Professor Andy Aylesworth, a 2025 recipient of Bentley’s annual Adamian Award for Excellence in Teaching, has inspired learners across every stage of their academic journeys. Whether working with first-year students in Falcon Discovery Seminars or career-focused professionals in the university’s Mini MBA and Professional MBA programs, he’s known for his ability to foster enriching classroom environments.
Students and colleagues alike describe his energy as infectious. “With his trademark enthusiasm, Andy challenges students to think deeply and creatively,” says Chris Beneke, associate dean of the First-Year Experience and Bentley Core. “He’s an inspiring teacher and dedicated colleague who makes Bentley a wonderful place to teach and learn.”
Courses
Contact
Lan Xia
Professor and Department Chair
Morison Hall Room 216
781.891.2468
lxia@bentley.edu
Lorraine V. Johanson
Academic Coordinator
Morison Hall Room 218
781.891.2717
lvjohanson@bentley.edu
James Pouliopoulos
Director, Professional Sales Program
Morison Hall Room 296
781.891.2006
jpouliopoulos@bentley.edu