A business with just a great idea goes nowhere. It must also have the capacity to market and sell to manufacturers, wholesalers, retailers, and consumers. Marketing concerns itself with all of the activities that help goods and services flow from the producer to the consumer.
The marketing concentration familiarizes students with the marketing process and gives them the opportunity to study and practice the theoretical concepts, skills, and tools to advance in one of many possible career paths like product or brand management, marketing research, advertising management, retail management, sales management, or international marketing management. Students learn to evaluate consumer behavior, employ advertising principles, create and use market research and testing, and develop ways to position products and services favorably.
The best marketers understand how to appeal to the consumer by creating the words and images that convey the essence of the product and how it meets the buyer’s needs. Marketers are communicators who also understand the shifting economic, political, and cultural context, and use that knowledge to bridge the gap between seller and buyer.