Marketing

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Marketing Overview

Marketing is a unique combination of art and science, creativity and rigor, and innovation and fundamentals. Marketing students obtain the full range of knowledge and skills needed to develop cutting edge marketing strategy and tactics. The program enables students to develop analytical and practical insights for leveraging business growth opportunities across industries and within populations. Special emphasis is placed on ethical marketing practice and adaptation to new technologies; changing consumer preferences; environmental sustainability; and a rapidly expanding global economy.
Degrees Offered
  • BA
Program School

Chatham University is the perfect combination of a small school’s nurturing environment with a large school’s professional opportunities. Students engage with faculty in the classroom to hone their knowledge and mastery of basic marketing concepts and then apply these skills in a multitude of settings in the real world. The faculty are so proud of all that our students accomplish during their time with us, as these experiences provide the solid footing needed to achieve their ambitions long term.

— DR. DEBBIE DELONG, PhD, associate professor of marketing

Photo of Kelly O’Donnell, Chatham University marketing major, standing outside in front of city skyline.

Alumna Profile: Kelly O’Donnell ‘19

Kelly O’Donnell ’19 has had two unusual international experiences while at Chatham, singlehandedly started the cheerleading squad, and is the Resident Assistant for the Women’s Living and Learning Community—but she’s not done with discoveries yet.

Explore the Marketing Degree:

  • Learn from award-winning faculty with 15+ years of teaching experience combined with 20+ years of consulting and client-side marketing practice.
  • Enhance your classroom knowledge with business seminars on career strategies and issues affecting international markets, personal sessions with mentors, and networking events with successful business professionals both on- and off-campus
  • Set yourself apart with a minor in one of Chatham’s other undergraduate business programs (management, accounting, management information systems, international business, economics, or applied data science analytics), or in another field such as psychology or communications.
  • Qualified students may be eligible for Chatham’s Master of Business Administration (MBA) or other Integrated Degree Programs, which allow you to save money and speed time to acquiring both bachelor’s and master’s degrees.
  • All students complete a capstone seminar that channels the knowledge they’ve accumulated into a discipline-specific project under close faculty guidance.
  • Chatham’s Business & Entrepreneurship Department actively promotes student engagement with members of the professional community by bringing marketing practitioners to campus for networking events, participating in research and industry conferences and attending career events off campus. Students and professionals connect through organizations such as the American Marketing Association (AMA), Bounteous (formerly Lunametrics), Campos, Inc., and the Advertising Federation.

Consumer Behavior
The course reviews and evaluates the major theories of consumer behavior from the economics, behavioral sciences, and marketing literatures. The use of consumer research data for marketing decisions is emphasized. Topics include market segmentation, theories of brand choice, family decision making, life cycle theories, and the diffusion of innovations.

Advertising and Promotion
This course offers a detailed study of advertising and promotion, including public relations and support media. An integrated marketing communications perspective is emphasized. Advertising and promotion are examined using a range of media outlets, including the internet, television, consumer magazines, and professional journals.

Digital Marketing
This course explores digital platforms that transform marketing, including the Internet, search engines, online advertising platforms, and digital analytics platforms. Through participation in real or simulated digital marketing projects, the student will critically apply principles of advertising, marketing analytics, and research methods.

View Full Curriculum

Our Faculty

If one word could best sum up Chatham's faculty, it would be engaged. Professors bring experiences to relate the course lessons to real-world situations.

Full Faculty
Photo of James Pierson
Program Chair/Director Business & Entrepreneurship Department
Photo of a student in glasses with bright red hair, working on her laptop in a Chatham University lecture hall

College of Distinction

Chatham has been named a College of Distinction for its business degrees, recognizing the program for its expert blending of the liberal arts with professional programming in its business majors.

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Department Mission

The Department of Business and Entrepreneurship teaches students the fundamentals of business practice through learning and applying academic content, practicing business skills, and evaluating the context of business decision-making. The Department integrates material and programming incorporating the University’s mission in global understanding and environmental responsibility and prepares students to work as leaders in professional and civic arenas. Through student-centered curricular and co-curricular offerings, the Department assists students to reach their full potential in the business world.

Marketing Outcomes