Sep 28, 2023  
2017-2018 Traditional Undergraduate Academic Catalog 
2017-2018 Traditional Undergraduate Academic Catalog [ARCHIVED CATALOG]


People who work in marketing have two interrelated jobs—to sell to clients what they are looking to buy, and to educate clients as to what is available for sale. The real art of marketing comes in the various ways that marketers meet these two goals. The study of marketing considers all phases of product/service delivery, from the conception of new ideas to packaging, pricing, promotion, and distribution. To be successful, one engaged in this endeavor needs to be proficient in market research techniques, along with an understanding of logistics, supply chain management, public relations and critical thinking in discerning general market trends and the changing needs of the end user of one’s products and services.

Students with a Lakeland degree in marketing enter this dynamic field with a solid foundation in economic theory, business management, market research and consumer behavior, as well as a deeper knowledge of an emphasis area related to the marketing field (digital marketing, graphic design, sales, or retail management). Experiential learning is incorporated within the curriculum to accomplish this objective.

Students who have successfully completed a B.A. in Marketing from Lakeland University should be able to:

  • Explain the major concepts in the functional areas of accounting, economics, marketing, management, leadership, and management information systems.
  • Construct and present effective oral and written forms of professional communication.
  • Identify the key legal and ethical issues related to contemporary business conduct.
  • Demonstrate responsible and effective workplace behavior skills and traits in a professional business environment.
  • Describe the role of marketing in the application of business practices.
Professor: M. Scott Niederjohn
Instructor: Kim Klahn-Viglietti