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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.

A Lakeland degree in marketing allows the graduate to enter this dynamic field with a solid foundation in economic theory, business management, market research and consumer behavior. Experiential learning is incorporated within the curriculum to accomplish this objective.

Students who major in Marketing will be able to:

• utilize the central principles, theories, and rules of marketing in serving clients and their evolving needs;
• appreciate the need for multicultural understanding and sensitivity in serving local, regional and global markets;
• understand the role of marketing in the larger context of business organizations;
• communicate business and economic information to stakeholders in a clear and professional manner;
• respect and abide by ethical conduct in serving markets.

Professors: Abdul Qastin and J. Garland Schilcutt
Associate Professors: James Kudek, M. Scott Niederjohn, and Adina Schwartz
Assistant Professors: Brett Killion and Rene Ryman
Instructor: James Dagley

Programs

• Marketing, B.A.

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