Department Chair: Ricardo Villarreal, PhD
Academic research and executive experience have repeatedly highlighted the critical role marketing plays in business success. In addition, there is clear evidence that performance among non-profit and government organizations also depends on effective marketing.
In this context, the marketing curriculum and major provides students with a strong foundation in the principles and tools of the discipline. The framework begins with a customer focus and includes formulating products and services that meet and anticipate consumer wants and needs, determining appropriate price/value considerations, developing efficient distribution systems, and creating marketing communications programs to support the marketing effort.
Topics relevant to best practices in business and consumer sectors include: social media and digital marketing, branding, public relations, advertising strategy, behavioral pricing, marketing analytics and research methods, global competition, multicultural segmentation, creation of new business models and innovation strategies. Additionally, the program provides multiple opportunities to examine the role marketing plays in society and how it affects the common welfare.
Please visit the Bachelor of Science in Business Administration (BSBA) department page for more information.