Department Chair: Nicholas Imparato, Ph.D.
Academic research and executive experience have repeatedly highlighted the critical role marketing plays in business success. In addition, there is clear evidence that performance among non-profit and government organizations also depends on effective marketing.
In this context, the marketing curriculum and major provide students with a strong foundation in the principles and tools of the discipline. The framework begins with a customer focus and includes formulating products and services that meet and anticipate consumer wants and needs, determining appropriate price/value considerations, developing efficient distribution systems, and creating marketing communications programs to support the marketing effort.
Topics relevant to best practices in business and consumer sectors include: Social media, branding, public relations, advertising strategy, behavioral pricing, marketing analytics and research methods, global competition, multicultural segmentation, creation of new business models and innovation strategies. Additionally, the program provides multiple opportunities to examine the role marketing plays in society and how it affects the common welfare.
- To develop understanding of marketing fundamentals, including theory,tools, language, and best practices
- To develop ability to identify marketing problems/opportunities
- To develop capacity to make strategic and socially responsible recommendations for addressing marketing challenges and opportunities.
Students will be able to:
- Describe the role of marketing in organizations, industries/sectors, and society.
- Demonstrate an understanding of key marketing tools and models (for example, marketing mix, promotion mix, marketing research)
- Use primary and secondary research techniques to identify marketing challenges/opportunities facing an organization or community.
- Assess markets using appropriate marketing tools and models (for example, segmentation, purchase decision models)
- Conceptualize and develop appropriate marketing strategies in response to challenges/opportunities uncovered during market analyses.
- Evaluate/defend recommendations based on marketing goals and with an appreciation for the impact on broader society.
Required (12 credits)
Electives (select 8 credits from the following)