Rice University Adds Marketing Concentration

Rice University’s Virani Undergraduate School of Business has announced the launch of a new marketing concentration, expanding its undergraduate business major and offering students more opportunities to shape their academic and career paths.

With this addition, students can now choose from three concentrations within the business major: management, finance, or marketing. This expansion reflects the school’s commitment to providing a rigorous, career-focused education that links analytical thinking with real-world business applications.

A Clear Pathway to Marketing Careers

“The marketing concentration provides students with a structured pathway to understand how organizations deliver value through customer insights, innovation, and communication,” said Bob Dittmar, Associate Dean of the Virani School and the Houston Endowment Professor of Finance.

He added that the concentration enhances the undergraduate program while preparing students for diverse careers in today’s data-driven, consumer-oriented economy.

Student Perspectives on the New Concentration

Students at Virani School have welcomed the marketing concentration as a valuable addition to the curriculum.

Simryn Patel, a sophomore business major, stated:
“I’ve gained experience through the Rice Undergraduate Marketing Association, but not every student explores marketing through a club. This concentration makes marketing more visible and accessible as a career path.”

Elie Park, another sophomore and club member, highlighted the academic benefits:
“I’m excited that the concentration allows students like me to learn marketing in a formal classroom setting. While my club experience has been valuable, this program offers structured knowledge I can apply in my future career.”

Curriculum Designed for Today’s Market

The marketing concentration focuses on consumer insights, product design, pricing strategies, and effective communication across multiple platforms. Coursework balances strategy and execution, equipping students to navigate markets influenced by technology, data, and changing consumer expectations.

Expert Faculty and Career Opportunities

Students will learn from the same faculty who teach Rice Business’ MBA programs, ensuring high-quality instruction and real-world perspectives. Graduates of the marketing concentration will be prepared for careers in:

• Product and brand management

• Digital and social media marketing

• Business consulting

• Entrepreneurship

Expanding Horizons for Students

Patel expressed optimism about the new program:
“I’m eager to see how the concentration expands opportunities for students and broadens their perspective on graduation pathways.”

Asianna Junge, junior business major and president of the Rice Undergraduate Marketing Association, emphasized the creative and professional value:
“Marketing has always been about understanding people and connecting ideas. This concentration brings visibility to creative business paths and opens new doors for students.”

The new marketing concentration at Rice University’s Virani School of Business marks a significant step toward career-focused, innovative education, preparing students for success in the modern business landscape.