What is Marketing?

Marketing is an exciting and diverse function of a business or not-for-profit organization. Advertising, retailing, wholesaling, personal selling, public relations, marketing research, product development and product management are all components of Marketing. Most of what consumers know about products is communicated to them by an organization's Marketing department.

In 2007 the American Marketing Association defined marketing as:

"Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. "

Marketing Activities Include:

• Identifying customer needs
• Designing goods and services that meet those needs
• Communicating information about those goods and services to prospective buyers
• Making the goods and services available at the times and places that meet customers' needs
• Pricing goods and services to reflect costs, competition, and customer's ability to buy
  Providing the necessary service and follow-up to ensure customer satisfaction after the purchase.
• Also see our "Careers Section"

Source: J.P. Guiltinan and G.W. Paul, Marketing Management, 5th edition, (New York: McGraw-Hill, 1994), pp.5-6.

Why Study Marketing at the Ancell School of Business?

• Students are our first and most important priority.
• Our faculty is dedicated to undergraduate teaching rather than theoretical research.
• We are located near many major corporations such as IBM, General Electric, Kraft Foods, Pepsico, etc., that provide many opportunities for cooperative education experiences, internships and course projects which may lead to employment after graduation.
• Unlike some larger schools, all of our courses are taught by full-time professors, not graduate assistants. Our classes are relatively small (usually fewer than 25 students) which allows more interaction and personal help from instructors.
• Our department is closely linked to the business community through our Advisory Board and national professional organizations.
• Our faculty have extensive business experience in addition to the highest academic credentials.
• The atmosphere allows our students develop lasting relationships with each other and the faculty.
• Our students are prepared for employment opportunities and land good jobs at large and small companies.
• Our high quality educational program does not have a high price tag.