THE MAJOR
The Marketing
major is a department within the College
of Business. For more information about the field of Marketing, view the Marketing Department video or the COB's promotional video.
JMU
Concentrations: Business to Business Marketing,
Business to Consumer Marketing
Admission and Progression Standards for this major:
Click on the link to learn more about the admission and progression standards of this major: http://www.jmu.edu/advising/snapshots/SSMKTG.shtml
Description
of Major:
The Marketing Department offers a Bachelor of Business Administration degree in Marketing. The major prepares students by developing specialized skills in the creation, communication, and delivery of value to customers. Marketing students:
- develop in-depth knowledge on how to identify, attract, and evaluate customers;
- evaluate marketing alternatives and commit to a course of action, using financial, organizational, environmental and ethical criteria to guide decision-making;
- learn and use information technology tools for customer research and strategic performance;
- apply marketing skills, doing client-based projects, company internships, community service, and managing student organizations.
The marketing curriculum at JMU offers students the opportunity to choose a marketing special interest area to provide further focus within marketing studies. The special interest areas include Marketing Communications, Retailing, Sales and Business Marketing, Market Research and Analytics, and Marketing Information Systems. Students interested in pursuing a business major are encouraged to begin taking lower level business courses as early as possible.
Tell me more about this field of study.
Marketing is an extremely broad field. Marketers are involved with a product or service from its conception to its sale, service and maintenance. Marketing is the study of the business activities related to the offering and/or movement of goods or services from the producer to the consumer. Marketing examines issues such as the consideration of what product to make or what services to provide; how to distribute and price the product or service, and how to communicate its merits. Course work in marketing may include topics such as fundamentals of the marketing process, research, consumer behavior, integrated marketing communications, new product development, professional selling, internet marketing, services marketing, and variety other areas. Almost all business and non-profit organizations employ marketers.
Tell me more about specializations in this field.
Marketers are the customer experts at a business. They manage the business/customer relationship making sure that the business produces products that are attractive to customers and that customers know about those products. There are many specialized careers in marketing that focus on particular aspects of meeting customer needs. Advertising specialists create ads and place them in appropriate media so that customers know what products are available and where they can be purchased. Retailers design, stock, and manage stores. Business marketers make sales calls to sell big ticket items. Social media marketers carry out a wide variety of marketing activities online. Market researchers interview customers and analyze data. Marketing information systems specialists manage consumer databases. Some marketers specialize in package design, others in brand management, still others on marketing to specific demographic groups, e.g., Hispanics or children or retirees. Marketers may also specialize in marketing a particular kind of product, e.g., fashion or movies or sports or consumer electronics or financial services. There are specialized marketing positions for most product classes and demographic groups.
What
common major or minor combinations from other departments
complement this major?
Some students combine Marketing with other business fields such as Finance, Management, Economics, or Computer Information Systems. Other common combinations with Marketing include Art, Communication Studies, Creative Writing, Health Communication, Psychology, Sport Communication, Writing, Rhetoric and Technical Communication, or a foreign language.
CHARACTERISTICS
OF SUCCESSFUL STUDENTS
The ideal marketing student is energetic, creative, likes to work with people, has innovative approaches for solving business problems, and is a self-starter. Problem-solving, verbal and written communication skills, team management skills, and self-motivation are also important characteristics for success. A strong interest in people, products, lifestyles, and cultures is a plus.
CAREERS
Many graduates choose typical career paths associated with this major. However, some graduates choose unrelated careers that utilize skills and experiences developed during their years in college. Keep in mind, that some fields will require graduate study or further training. The listing below offers examples of possible career paths and is not meant to be comprehensive.
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