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Shanghai Ranks SJSU's Hospitality and Tourism Management Program as No. 1 in Northern California

Welcome to the Marketing and Business Analytics Department! Students pursuing a degree in the Department of Marketing and Business Analytics may choose from three primary concentrations: Marketing, Business Analytics, and Hospitality, Tourism, and Event Management. The Department of Marketing and Business Analytics is also overseeing the General Business concentration in both the regular and special session programs (e.g., SJSUOnline). The Marketing concentration prepares students for careers in areas such as sales and promotion, marketing management, brand strategy, and social media marketing across a wide range of industries. Students develop skills in consumer behavior, market research, and strategic marketing planning to effectively position products and services in competitive markets. The Business Analytics concentration is designed for students interested in quantitative and data-driven approaches to business decision-making. This concentration emphasizes analytical tools, data visualization, predictive modeling, and the interpretation of data to generate strategic business insights. The Hospitality, Tourism, and Event Management (HTEM) concentration equips students with the knowledge and skills needed to manage customer-focused experiences in hospitality, tourism, and event-based organizations. Students gain expertise in service management, event planning, operations, and experiential marketing within a dynamic and global industry. The General Business concentration provides students with a broad foundation in core business disciplines, offering flexibility and a comprehensive understanding of business operations. While this concentration is ideal for students seeking a well-rounded business education that supports diverse career pathways across industries, we encourage students in the regular session programs to gain more specialized knowledge in one of our core business disciplines. The Department of Marketing and Business Analytics is the home of two signature experiential learning opportunities for our students – the AT&T Pebble Beach Pro-AM Golf Tournament Special Event Management Program and the Hospitality Summit. The department has also embedded the Career Launch Initiative into our introductory marketing classes to ensure that all business students are well-equipped for the job market upon graduation.

Marketing Concentration Overview

In the Marketing concentration students will learn about creating a product or service and managing relationships with customers. In the effort to continuously keep pace with the Silicon Valley, the marketing program is designed to spark student innovation and provide multi-disciplinary opportunities through an academically challenging curriculum. For instance, a cluster of high technology marketing electives is offered to keep majors on top of the latest advancements in the marketing field.

Business Analytics Concetration Overview

Business Analytics is a quantitative approach to business, driven by the intelligent use of data and mathematical models. Business analytics is crucial to a broad range of industries including banks, utility companies, retailers, and many more. Business Analytics helps such organizations uncover insights from big data, build models that relate actions to consequences, and perform optimization and simulation analyses that lead to quality decisions and better outcomes in shorter times.

Hospitality, Tourism, and Event Management Concentration Overview

If you're looking for an innovative, engaging, and multi-cultural-focused program that will open you up to opportunities all over the world, the HTEM concentration could be for you. As a student in the HTEM concentration, you'll gain cutting-edge theoretical and practical skills, engaging field experience, and the ability to provide visionary leadership in diverse communities.

Recent Events Hosted by Marketing & Business Analytics Department

Hospitality Summit

The SJSU Hospitality Summit is a premier event designed to connect students with leading industry professionals, innovators, and aspiring entrepreneurs. Hosted by the SJSU Lucas College of Business, Career Center, and the MKTBA Department, this summit is a signature cornerstone event dedicated to exploring dynamic trends and future directions within the hospitality sector.