The Marketing Department prepares students for fulfilling careers by developing specialized skills in the management of customer relationships through the creation, communication and delivery of value to customers.  Our well-regarded faculty engages in a wide variety of professional development and scholarly activities to assure that the JMU marketing student receives the finest business educational experience.  We take great pride in a tradition of vibrant instruction within an innovative and experiential curriculum.  Marketing remains a degree held in high regard by potential employers. Marketing is people oriented, both client facing and internal. If you are personable and enjoy working with data and in teams to solve challenging problems, then marketing might be for you.

Our Mission

The Marketing Department prepares students by developing specialized skills in the management of customer relationships through the creation, communication and delivery of value to customers. Students majoring in marketing are introduced to the marketing management process, which is a systematic review of the principal activities required to understand:

  • The context in which products and services must be marketed.
  • Customer needs.
  • Strategic options.
  • Marketing program development.
  • Evaluation of marketing effectiveness.

The marketing curriculum focuses on traditional and online marketing skills needed in various business settings and industries. The curriculum seeks to develop competence in five areas: factual and conceptual knowledge, problem solving skills, communication skills, experiential learning, and use of information technology.

Students will be prepared to enter corporate, small business or not-for-profit environments with highly valued skills and an understanding of the need for continuous learning.

  • To deliver a solid foundation of the concepts and theories of the marketing discipline, including market environmental issues; strategic market planning, implementation and evaluation; marketing research; buyer behavior and market segmentation; and development of marketing programs.
  • To engage students in critical thinking processes, requiring in-depth analysis of qualitative and quantitative market data and development of subsequent marketing strategies based on this analysis.
  • To enable students to evaluate marketing alternatives and commit to a course of action, using financial, organizational, environmental and ethical criteria as bases for decision making.
  • To teach students a variety of information technology tools and techniques to improve marketing and overall business performance and deliver greater value to customers.
  • To facilitate students' continuing development of listening, writing and oral communication skills.
  • To develop students' marketing-based interpersonal skills, such as group-based negotiation, consensus building, delegation and performance evaluation.
  • To integrate classroom study with exposure to industry practices throughout the marketing curriculum and ensure marketing students access to experiential learning opportunities in marketing career tracks. 

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