What is Marketing?

“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

Marketing's fundamental goal is to satisfy customer needs. It is a broad field involved in every aspect of the product lifecycle. Accordingly, an impressive set of skills is cultivated by marketing majors. As a marketing major, you will understand consumer behavior, product development and market research, the psychology behind purchasing decisions, and effective methods of getting products and services to customers.

Expectations of Marketing Graduates

Marketing students will receive a solid foundation in the basics of marketing and are allowed to tailor a program to meet their specific goals (e.g., starting their own business, joining corporate America, exploring international business opportunities, or working with nonprofit organizations). Students will find career opportunities in advertising, sales, retail management, product marketing, marketing research, and customer service. Our students also will find career opportunities in a variety of industries, including the computer industry, sports marketing, travel and tourism, banking, nonprofit arenas, and government.

Opportunities in Marketing

Opportunities for marketing majors are as varied as the field itself. Every organization—for-profit and nonprofit alike—cares about creating customer value, and marketing is an integral part of this process. Marketing departments are increasingly able to quantify their value within businesses with the use of analytics and market research. The explosion of information technology has changed how firms use data to understand and manage customer demand. The use of customer databases, loyalty cards and online shopping activity have created a wealth of consumer information, and offer advantages to both organizations and the managers who can evaluate and assess consumer preferences and consumption patterns.

Analyzing the needs and wants of potential customers, in order to create and deliver goods and services profitably is the cornerstone of a marketing education; as such, marketing students will always be in demand. People who are motivated, enthusiastic and able to adjust to the changing marketplace are prime candidates for top positions and rewarding careers in marketing.

Common Job Titles in Marketing

• Advertising Manager
• Market Analyst
• Media Buyer
• Market Research Manager
• Advertising Account Executive
• Public Relations Director
• Brand Manager
• Online Advertising Manager
• Marketing Analytics Manager

• Communications Manager
• Product Manager
• Sales Manager
• Promotions Manager
• Channel Manager
• Social Media Marketer
• Web Analytics Professional
• Sales Manager
• Director of Marketing Acquisition

Marketing Advising Check Sheet

[1] “Definition of Marketing,” American Marketing Association website, accessed on June 16, 2016.