Rice University’s Virani Undergraduate School of Business has introduced a new marketing concentration for its undergraduate business major. This expansion gives students more options to tailor their academic path and prepare for a wide range of career opportunities in business and marketing.
Three Concentrations Now Available
With the addition of marketing, students can now choose from three concentrations within the undergraduate business major: management, finance, and marketing. This expansion reflects Rice Business’ commitment to providing a rigorous, career-focused education that combines analytical skills with practical, real-world experience.
Bob Dittmar, Associate Dean of the Virani School and Houston Endowment Professor of Finance, explained,
“The marketing concentration gives students a clear academic pathway to understand how organizations create value through customer insights, innovation, and communication. It enhances our undergraduate program while preparing students for diverse roles in today’s data-driven, consumer-focused economy.”
Student Perspectives on the New Concentration
The new concentration has been welcomed by students as an opportunity to explore marketing within a structured academic setting.
Simryn Patel, a sophomore business major, said,
“I’ve learned a lot through the Rice Undergraduate Marketing Association, but not every student interested in marketing joins a club. This concentration makes marketing more visible and accessible as a career path and opens an exciting new chapter for learning at Rice.”
Elie Park, another sophomore and club member, highlighted the academic value of the concentration:
“Through my extracurriculars, I’ve gained practical marketing experience. The concentration now allows me to study marketing formally in a classroom, which will be valuable for my future career.”
Focus on Real-World Marketing Skills
The marketing concentration is designed to equip students with the ability to:
- Develop consumer insights
- Design and price products and services
- Communicate effectively across multiple platforms
The coursework combines strategy and execution, preparing graduates to thrive in markets shaped by technology, data, and evolving consumer expectations.
Expert Faculty and Career Opportunities
Virani School students will be taught by the same experienced faculty who instruct in Rice Business’ MBA programs. Graduates will be well-positioned for careers in product and brand management, digital marketing, social media, consulting, and entrepreneurship.
Simryn Patel added,
“I’m excited to see how this new marketing concentration will expand opportunities for students and inspire new ideas about the path to graduation.”
Asianna Junge, junior business major and president of the Rice Undergraduate Marketing Association, emphasized the importance of the concentration for creative business paths:
“Marketing is about understanding people and connecting ideas. This concentration opens new doors for students and gives greater visibility to creative career options. I’m thrilled about the opportunity to graduate with this focus.”
