Department of Business Administration

Marketing

Overview
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. 

Curriculum
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. 

Careers
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 $1.5 million student-led Blue Hen Investment Club, 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 Meryl Gardner, whose research on foods and moods was recently published in the Journal of Consumer Psychology - are thought leaders who command attention from influential business audiences, economists and policy makers.

All Lerner College departments offer discovery learning experiences and emphasize data-based analytics to enrich the student experience. Here, students at Vita Nova, our award-winning restaurant run through HRIM, joined professional chefs and winemakers in hosting a 2014 Mid-Atlantic Wine and Food Festival event.

The Institute for Financial Services Analytics is a collaboration between the Lerner College, UD's College of Engineering and JPMorgan Chase, and hosts events for academics and the business community designed to address consumer analytics and industry applications.

Undergraduate scholarships, made possible through the generosity of alumni and friends, enable us to support promising scholars. Here, Delaware Gov. Jack Markell and his mother, Leni Markell, join recipients of the William Markell Scholarship (center), which benefits students in Accounting and MIS.

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