Marketing

Marketing

Today’s marketing world is complex, dynamic and ever-changing. To stay current and relevant, the CBA’s innovative Marketing curriculum provides our students four unique content-specific and career-focused curriculum “Pathways” offering flexibility, rigor, and depth. These four Pathways include Applied Learning in Societal Transformation (the ALIST Pathway), Marketing Analytics (the MA Pathway), Creating Customer and Company Value (the 3Cs Value Pathway) and the M-School program. 

By taking courses within a respective Pathway, Marketing students will focus on coursework in areas such as consumer behavior and the societal and cultural factors that influence what and how we buy (the ALIST Pathway); market research tools and analytics, including how to harness, interpret and apply online and social media data and measure performance and ROI (the MA Pathway); how companies create value through product and brand development and management as well as pricing and sales strategies (the 3Cs Value Pathway); and an immersive program in advertising, branding and new media (the M-School Pathway).

By doing so, CBA Marketing majors will develop a deep understanding of the role of marketing in both for-profit and non-profit organizations. Marketing students will learn to understand the interplay among the elements of the marketing mix, including product, price, place, and promotion and how these elements can be integrated to achieve organizational objectives. 

Learning Outcomes

  • Students should know the core concepts of creating customer value and marketing mix development within the broader frameworks of business, society, and culture.
  • Students should understand the environmental, psychological, sociological, and cultural factors impacting businesses and consumers in making buying decisions and the development of the marketing mix.
  • Students should understand the impact that ethical and legal forces have on customers’ (both business customers and end-consumers) decision making and marketing mix development.
  • Students should acquire analytical and critical thinking skills, both qualitative and quantitative, for addressing challenges and optimizing the decision processes for businesses and consumers.
  • Students should develop effective oral and written communication skills.
  • Students should learn to collaborate and work effectively in teams.
  • Students should develop confidence in applying their creativity to addressing business and organizational opportunities and challenges.