Program Overview

Marketing is a critical element in a business’s success. With increasing competition and rapidly changing technology, how organizations position their products and services to not only win, but retain customers, is key to their survival.

At Albers, we equip you with the strategic thinking that prepares you for a future in marketing leadership. Effective marketers use their knowledge of economics, psychology, sociology, and statistics to identify where to find potential customers, how to best capture their attention, and how to maintain their loyalty. Marketing is not only knowing how to do social media, search advertising, and marketing automation, but also how to conduct market research and analysis, write effective copy, and measure the success of campaigns.

The field of marketing has changed dramatically over the last decade due to the creation of new platforms for reaching prospects and the tools for research and evaluation. A sea change is projected to happen in the next few years due to the emergence of virtual reality, augmented reality, and the metaverse. Majoring in marketing affords you the opportunity to gain a base of knowledge and experience that will benefit your career. It also empowers you to understand and leverage the exciting opportunities that all this new technology brings to the world.

Learning Competencies

Undergraduate Business Foundation

• LC1. Demonstrate critical thinking and analytical skills.
• LC2. Demonstrate competent oral and written communication skills.
• LC3. Demonstrate competent leadership skills.
• LC4. Demonstrate understanding of the body of knowledge encompassed by the UG Business Foundation courses.

Marketing (MKTG)

The program is constructed with the following competencies in mind:

• LC1. Students will understand and be able to apply the marketing concept, with the recognition that effective marketing management entails satisfying multiple stakeholders (including customers) and making ethical business decisions that promote social and environmental sustainability.
• LC2. Students will demonstrate effective communication skills (including both verbal and written communication).
• LC3. Students will be knowledgeable about and prepared for careers in Marketing roles and/or Marketing-adjacent roles.
• LC4. Students will understand and be able to apply the principles of marketing strategy (e.g., situation analysis, SWOT analysis, 5C framework, segmentation, targeting, positioning, and differentiation).
• LC5. Students will understand and be able to use elements of the marketing mix (e.g., product, price, promotion, place) individually and collectively to support a marketing strategy.
• LC6. Students will recognize the value of both quantitative analysis and technological advances in marketing and will be able to use relevant tools and techniques to make defensible strategic and financial decisions.