Developing high-level marketing skills
Successful marketing managers, whether in a large organization or a small business, share certain key characteristics - they are good communicators, they can analyze problems and solve them creatively, they have open minds, and they possess practical marketing management knowledge.
St. Scholastica's Marketing major helps develop these skills through a unique design that emphasizes liberal learning along with practical marketing and management knowledge and skills. Each student completes a liberal arts core as well as a marketing management core that covers areas such as marketing strategic theory and tactics, accounting, human resource management, economics, management decision making, computers, management theory, and management ethics.
Students may choose to do an applied internship, which provides practical experience in a local or regional organization. Support from the community has resulted in a large number of diverse internship opportunities, which may be done in the summer of the junior year or during the junior or senior years.
St. Scholastica Marketing graduates are prepared to seek careers in a wide variety of marketing settings including advertising, public relations health care, banking, manufacturing, consumer products, e-commerce, retail sales, and hospitality businesses.
Marketing students select a specific concentration from the following areas:
Prepares students for a role helping an organization focus its limited resources on competitive advantages in order to "grow the business." It is important for the undergraduate to understand the theory of marketing strategy and the application of marketing plans. They must understand the wide array of marketing options available and how to choose among them.
The marketing strategy concentration provides students with a broad understanding of the marketing field, including:
- Developing sales plans
- Learning components of a marketing strategy
- Creating the marketing message
- Developing products
Prepares students for a role helping an organization utilize increasingly sophisticated analytical tools to evaluate the effectiveness of marketing strategies including price positioning, product differentiation, sales and incentive compensation plans, and customer and prospect behavior.
The marketing analytics concentration provides students with a robust set of tools to evaluate the effectiveness of marketing strategies, including:
- Measuring ROI of marketing proposals
- Interpreting data from customer/prospect surveys
- Making sense of sales data and dealing with imperfect information
- Analyzing marketing data and identify actionable information
- Evaluating the effectiveness of a marketing plan
Marketing major outcomes
Students completing the Marketing major will be able to:
- Relate marketing theory and practice by solving marketing case problems and creating strategic marketing plans
- Exhibit oral & written communication skills in a marketing context through oral and written marketing plans, personal selling demonstrations and new product presentations
- Develop problem-solving skills by using critical thinking methods to analyze marketing case studies, create innovative solutions to consumer problems, and justify strategic market positions
- Demonstrate skillful use of technology through multi-media presentations, creation of marketing websites and use of social media as a marketing strategy
- Integrate ethical and social responsibility in marketing through meaningful research projects that show social responsibility of organizations in action
Students completing the Marketing Strategy concentration will be able to:
- Utilize human resources to design successful products to meet consumer needs and wants, and to develop employees to become advocates of those products
- Understand implication of global issues in marketing through study abroad programs and cultural diversity speakers
Students completing the Marketing Analytics concentration will be able to:
- Analyze marketing data and identify statistically significant information from it
- Using data analysis methods, evaluate the effectiveness of a marketing plan
- 32 Credits Marketing Courses
- 12 Credits Management Courses
- 8 Credits Accounting Courses
- 8 Credits Economics Courses
- 4 Credits Computer Information Systems Course
- 4 Credits Philosophy/Ethics Course
- 20 Credits Marketing Courses