Marketing

Program Description 

Marketers play a critical role in modern business, helping organizations understand consumer needs, develop products and services, and communicate value effectively. Beyond promoting ideas, they use research and data to provide insights that guide strategy, strengthen customer relationships, and improve decision-making. Graduates of the Marketing AS program can pursue entry-level positions such as marketing assistants, sales representatives, customer service associates, digital content coordinators, and social media specialists in a wide range of industries. With additional education, they may advance to roles such as brand manager, market researcher, advertising executive, or public relations specialist. Those who continue their studies and gain professional experience may also qualify for certifications in areas such as digital marketing, market research, or project management. 

To enhance practical learning, students have the opportunity to participate in an internship or apprenticeship during their final year, gaining valuable hands-on experience in a supervised business setting. These experiences are critical in developing skills in teamwork, creativity, problem-solving, and using technology to design effective marketing strategies and communications.

Learning Outcomes 

Upon successful completion of the Marketing AS program, students will be able to:
 
1. Explain the role and contribution of marketing within the broader context of a business enterprise.
2. Demonstrate a comprehensive understanding of the marketing function from strategic planning through execution by applying these insights in projects, case studies, or organizational settings.
3. Describe, analyze, and evaluate the use of production tools to create persuasive, informative, and engaging marketing content.
4. Analyze key bases for segmenting both consumer and business markets; apply the three steps of target marketing—market segmentation, target selection, and market positioning—and evaluate how these strategies vary in different competitive environments.
5. Analyze and evaluate core marketing topics including ethics, corporate social responsibility, consumer behavior, B2B (business-to-business) and B2C (business-to-consumer) buying processes, the four Ps (product, price, place, promotion), and strategies in global and domestic markets through written assignments and discussions.
6. Plan, develop, and implement marketing programs, advertising campaigns, and social media strategies using diverse media channels and evaluate their effectiveness.
7. Develop and apply digital marketing competencies—including search engine optimization (SEO), search engine marketing (SEM), social media, email marketing, and display advertising—through case studies, projects, and coursework.

Program Director: Professor Howard A. Clampman