The Department of Marketing prepares students by developing specialized skills in managing customer relationships through the creation, communication, delivery and measurement of customer value. 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 and behaviors.
• Strategic options.
• Marketing program development and execution across channels.
• Evaluation of marketing effectiveness using qualitative and quantitative tools.

The marketing curriculum integrates traditional and digital marketing skills needed across diverse business settings and industries. The curriculum emphasizes the development of competence in five areas: factual and conceptual knowledge, problem solving and analytical skills, communication skills, experiential learning and the application of information technology and data-driven decision-making. Students will be prepared to enter corporate, small business, nonprofit and agency environments with highly valued technical, analytical and professional skills, and with an understanding of the need for continuous learning in a dynamic marketing landscape.

• Demonstrate knowledge of core marketing concepts and theories, including target marketing, integrated marketing communications, buyer behavior, professional selling, marketing analytics, digital marketing and strategic marketing planning, implementation and evaluation.
• Apply critical thinking and analytical skills to marketing decision-making, including the use of qualitative and quantitative data to evaluate alternatives and develop recommendations based on financial, organizational, environmental, technological and ethical considerations.
• Communicate effectively in professional marketing contexts, including the ability to develop and deliver written, visual and oral communications that convey data-driven insights and persuasive marketing strategies.
• Apply marketing knowledge in experiential and real-world contexts, through engagement in projects, simulations, client-based work, internships or practicum experiences. 
• Utilize marketing technologies and analytics tools to support decision-making,including the ability to analyze data, evaluate performance and improve marketing outcomes in a digital environment.