Marketing professionals are involved in the exchange of value through planning, promoting, pricing, and distributing products and services. The marketing program is designed to give students a strong understanding of the elements of marketing plans used by organizations to satisfy customer needs and wants. In addition to the foundations of marketing strategy, the required courses provide an appreciation of how marketing strategies are used in the globalized economy. Students may select from three tracks: integrated digital marketing communications (iDMC), professional sales, and start up/high tech marketing. Career opportunities for marketing majors include:
- Advertising
- Brand Management
- Communication
- Customer Relationship Management
- Digital Marketing
- Distribution and Channel Management
- Influencer Marketing
- International Business
- Marketing Analytics
- Marketing Management
- Product Management
- Professional Sales
- Promotions
- Retail Management
- Sports Marketing
- Sustainable Marketing
Marketing
The overall goal of the undergraduate marketing program at the College of Business and Economics is to provide students with a rigorous education that prepares them for successful careers as professional marketing executives in industry, and for further graduate studies. More specifically, the marketing program has the following Learning Goals:
- Students will develop an understanding of the strategic marketing management planning process, and be able to integrate the various facets of marketing and apply these concepts to marketing decisions and the development of marketing plans.
- Students will demonstrate quantitative marketing techniques and be able to conduct, analyze and interpret marketing research
- Students will be able to describe the major types of consumer buying behavior, the stages in the buyer decision process and how the firms' marketing strategy and marketing mix must evolve and adapt to match consumer behavior.
- Students will be able to describe major bases for segmenting consumer and business markets; define and be able to apply the concepts of market segmentation, target marketing, and market positioning to a marketing situation.
- Students will be able to demonstrate the ability to develop marketing strategies based on product, price, place and promotion objectives.
- Students will be able to evaluate and assess the legal, ethical and social responsibility ramifications of marketing actions and decisions.
- Students will be able to demonstrate an understanding of global marketing and how to adapt domestic marketing programs to the global market.
