Department of Business Administration


Marketing involves careful analysis, creativity, and action to tailor products and services to meet consumers' needs. The Marketing major prepares students to serve the vital role as an enterprise's liaison with consumers. Marketing identifies wants and needs among diverse groups of people, selects target markets, and develops strategies for new and existing products. In addition to having a deep understanding of consumers, marketers learn about the environment, competitors, suppliers, and society at large. They then design products, and formulate plans for pricing, distributing, and promoting these products and services. Utilizing knowledge of branding, advertising, social media, and new product development are all part of marketing. 

To prepare for a career in marketing you will learn the how and why of consumer behavior, basic marketing research techniques, and the principles of marketing strategy. You will also develop a thorough understanding of the new technologies that are transforming marketing practice and learn how to market in the United States as well as internationally. Marketing courses will provide first-hand experience in collecting and analyzing market information and developing marketing plans for real business. 

After graduation our marketing majors typically hold positions in advertising, brand and product management, marketing research, public relations, and sales. Graduates have started their business careers with advertising agencies including J. Walter Thompson and Grey; manufacturers such as Coca Cola and Black & Decker; financial institutions such as Bank of America and JPMorgan Chase; media with Discovery Channel and Comcast; and retailers like Target and Macy's. 

If you like coming up with new ideas for products, advertisements, and beating the competition, and if you want a career that involves solving challenging problems with analytical thinking and creativity, then Marketing is the major for you. 

The Lerner College is home to a state-of-the-art financial trading facility, the $1.4 million student-led Blue Hen Investment Fund, a student-managed restaurant and hotel, a high-technology development center of a global bank and a start-up experience for students with new business ideas.

Lerner College faculty - like Anu Sivaraman, who is among Social Media Marketing Magazine’s “Top 100 Marketing Professors on Twitter” and’s “Top 50 Marketing Professors on Twitter” - are thought leaders who command attention from influential business audiences, economists and policy makers.

All Lerner College departments offer experience-driven learning and emphasize evidence-based analytics methods to enrich the student experience. Here, finance students visit New York City’s financial districts for a first-hand look at markets trading and to meet with UD alumni.

Charles W. Horn, AS75, and wife Patricia, recently made a $3 million commitment to enhance and expand entrepreneurial studies.

  • Alfred Lerner College of Business & Economics
    303 Alfred Lerner Hall  •  Newark, DE 19716  •  USA  •  ©