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 available to Marketing majors beginning this fall.
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.
Students showcase skills during annual sales competition
“It's not just about competing; it's about building relationships and sharpening communication skills,” says Jared Shea ’26, MSBA ’27 about participating in Bentley’s 5th Annual Salvatore J. Stile Professional Sales Competition.
Developed by Senior Lecturer James “Pouli” Pouliopoulos and Salvatore J. Stile II ’92, the competition features two intense rounds of role-play sales conversations, with industry professionals (many of them Bentley alumni) serving as “buyers” and judges. This year’s event also featured a career fair, with representatives from more than 20 companies on hand to connect with students interested in internships and full-time positions.
Corporate Immersion class explores esports strategies with Celtics
Students in Bentley’s Corporate Immersion (MK 411) class teamed up with CLTX Gaming — the official NBA2K League esports team of the Boston Celtics — for a hands-on, semester-long collaboration that delivered big wins for everyone involved.
Under the guidance of Senior Lecturer Ian Cross and CLTX Gaming General Manager Jim Ferris, students conducted deep research, crafted actionable strategies and pitched their ideas to CLTX Gaming leadership. From designing a vibrant Discord community plan powered by AI tools to identifying top global cities for international team expansion, students brought fresh, data-driven insights to the table. Their work gave CLTX Gaming new ideas to strengthen fan engagement, attract sponsors and grow the brand worldwide.
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