Marketing is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. The American Marketing Association defines Marketing as "the activity, set of institutions, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." Market, when used as a noun, is about people. Market, when used as a verb, deals with people, and these people are customers. Therefore, an aim of marketing is to know and understand the customer so well that the product literally sells itself.
Marketing is a study of creating values to satisfy customer wants and needs. Major activities include product development, pricing strategies, promotion, and distribution. Marketing major at the Dillard College of Business Administration equips students with building, acquiring, and utilizing quantitative, qualitative, critical thinking, problem solving, communication, and creative skills.
Professional Selling develops communication skills used in professional sales and everyday activities. Consumer Behavior teaches students to think critically on how consumers make purchasing decisions. Marketing Research provides students with quantitative skills needed for making informed marketing decisions. International Marketing expands students' understanding how global markets are interconnected. Promotion Management offers students the opportunity to create and execute promotional campaigns. Services Marketing invites students to explore opportunities unique to the services industry. Retailing reviews various practices and decisions faced by today's retailers. Digital and Social Media Marketing enables students to utilize the Internet and social media platforms to achieve effective marketing strategies. Marketing Metrics strengthens students’ quantitative skills using various metrics to evaluate marketing plans. Marketing Strategy presents students with the opportunity to utilize qualitative and quantitative models to analyze and solve strategic and managerial marketing problems.
