Description of Program
Many people believe that marketing consists only of advertising and personal selling. Although marketing includes these activities, the purpose of marketing in an organization is much broader; the purpose of marketing is to create and retain satisfied customers. Marketing begins by understanding consumer behavior, discovering customers’ needs and then developing programs to satisfy those needs.
The decisions made in creating marketing programs are essential to the success of any organization. Which customer groups shall we serve? What kind of products and services will we offer? How should they be priced, promoted, and distributed to the customer? The fundamental marketing concept is that organizations can achieve their goals by satisfying consumer needs.
The Marketing curriculum at La Salle University gives students the knowledge and skills they need to succeed in a variety of marketing related fields. Marketing classes and projects develop such skills as making effective presentations, creating advertising campaigns, analyzing consumer behavior, and conducting marketing research studies. In all Marketing classes, an emphasis is placed on involving students with real-world problems that will advance their ability to make sound business decisions.
Marketing majors are encouraged to participate in the Marketing Department’s Internship Program. Here, participants work part-time in a marketing position under faculty supervision. The Department of Marketing has a tradition of interacting with students as they make both academic and career decisions. Marketing graduates may work in business, government, or non-profit organizations. Those who major in marketing are prepared to enter a wide variety of career fields; these include personal selling, retailing, public relations, advertising, direct marketing, marketing research, and marketing management.
Program Student Learning Outcomes and Goals for the Marketing Department are that upon completion of the Marketing major, students will have learned how to:
1. Develop marketing strategies based on key consumer dimensions including buying behaviors, existing attitudes and amenabilities to different marketing strategies;
2. Develop promotional strategy skills including product/service and customer analysis and interactive personal selling skills in a simulated selling situation;
3. Develop an appreciation and understanding for marketing in different cultures and countries; and
4. Develop career path interests and options leading to career-based employment upon graduation.