Marketing

Marketing

Have you ever wondered why a given store carries some products but not others? Or about how prices are set for the products you buy? Or about the thinking behind (some) advertisements? Those and many more questions are addressed by marketing. As consumers we are all involved in and impacted by marketing every day.

About

Marketing is the business process that moves goods and services from concept to customer by identifying, anticipating, creating and satisfying consumer demand in a competitive marketplace.

At Scranton, you’ll graduate with a strong command of the principles, practices and technical skills that will prepare you for success in this ever-evolving field.

Why Marketing is in Demand:

  • All industries require marketing professionals to promote their goods and services and drive revenues.
  • The National Association of Colleges and Employers (NACE) Job Outlook 2016 survey listed marketing as one of the “Top bachelor’s degrees in demand, by major.”
  • The Bureau of Labor Statistics (BLS) reports that, from 2014 to 2024, employment of marketing managers is projected to grow 9%, and employment of market research analysts is projected to grow 19%, much faster than the average for all occupations.”
  • Marketing impacts the bottom line. The study of marketing provides an excellent foundation for those who aspire to future senior-level leadership positions.

Is it for me?

  • Do you aspire to help businesses get known or get results?
  • Do you enjoy communicating across a variety of electronic and social platforms?
  • Do you like managing multiple projects concurrently?
  • Do you enjoy both creative and analytical challenges?

Five Reasons to Choose Scranton for Marketing

1.
Outstanding reputation.   Scranton's Kania School of Management has been featured in The Princeton Review’s “Best Business Schools" for 12 consecutive years, and is accredited by AACSB International. Fewer than 5% of business schools worldwide have earned this prestigious distinction, which is the gold standard for business school accreditation.
2.
Support system.   From admission through graduation, Scranton’s dedicated faculty and staff care about your academic and professional success as well as your personal well-being. They make it a priority to be there for you throughout your educational journey.
3.
Outstanding faculty.   But you knew we were going to say that (this is the marketing program after all!). Seriously, though, we offer a wealth of real-world experience and expertise and keep a close pulse on the industry. As a whole, Scranton’s faculty includes former Fulbright fellows, field experts, and professional consultants.
4.
Elite network.   More than 1,000 Scranton alumni are CEOs of their company or organization, and many maintain a close relationship with their alma mater through our President’s Business Council or the Executive-in-Residence Program. They provide invaluable connections for coveted internships, placements, and mentoring.
5.
Jesuit education.   You'll graduate with a solid academic foundation for career success but also with a strong sense of stewardship to give back to society. For centuries, Jesuit institutions have been synonymous with academic excellence along with a longstanding tradition of educating students to be “men and women for others.”

Our students not only learn how to market their employers and clients’ products and services — they learn how to market themselves in order to support both professional and personal success.

Satya Chattopadhyay, Ph.D.
Associate Professor and Department Chair

  • Preparing You For Personal & Professional Successplus or minus

    In keeping with our entrepreneurial mindset, Scranton students learn by doing. Our courses include experiential exercises, presentation deliveries, simulations and team activities.

    In particular, you’ll learn how to:

    • Develop a marketing plan
    • Collect and analyze consumer data
    • Segment markets and select appropriate target markets
    • Set pricing strategy to meet organizational objectives
    • Design integrated communications plans
    • Design, optimize, and manage marketing channels from suppliers to consumers
    • Communicate well through the written and spoken word
    • Make ethical decisions
    • Maintain a global perspective

    Internships:

    Internships allow you to explore your chosen field, make connections and earn experience that will add to your resume. Some examples of internship sites include: Bloomberg LP, the Philadelphia Phantoms, UBS Financial Services and Prudential. 

    Here are some examples of organizations where recent marketing graduates have completed internships:

    • Harper Collins Publishers
    • Merrill Lynch
    • Oxford Global
    • Together We Rise
    • Wilkes-Barre/Scranton Penguins
    • MWR Marketing
    • New York Rangers
    • Susan G. Komen Fund
    • University Hospital (UMDNJ)
    • Zico Coconut Water
  • What You'll Learnplus or minus

    Curriculum

    The University of Scranton understands that, with the advent of emerging technologies and communications channels, the marketing industry is changing at lightning speed. We cover the traditional basics of segmentation, targeting, and positioning, product, price, promotion and distribution, as well as the latest knowledge in areas such as:

    • Social-media marketing
    • Big-data for marketing research
    • Co-creation of products and promotions
    • Sustainability marketing
    • Product management
    • International marketing

    Click here to see the curriculum.

    Additional Programs

    The Kania Professional Development Passport Program will give you an important edge in career preparation through seminars and workshops led by business professionals, alumni and faculty, the Kania Executive In Residence Program will give you the opportunity to learn and interact with outstanding business and other leaders with real world experiences and wide professional networks and the Kania Mentoring Program will provide you with expert advice and counsel from leaders who have experienced the opportunities – and challenges – of the modern workplace.

    Research

    There’s learning – and then there’s active learning. The latter makes new knowledge “stick” and provides practical experience that is highly valued by employers. Active learning takes place in many forms at Scranton including through faculty-mentored research.

    One example is working with Dr. Kim Daniloski who is looking at the impact of social processes on consumer judgments and decision-making. Students design, construct and implement surveys, analyze data, and prepare conference papers and journal manuscripts. 

  • Pursue Your Passion and Make a Differenceplus or minus

    No matter what your goal or where your marketing career may take you, Scranton will prepare you with both the ethical commitment and professional skills needed to successfully pursue your passions and make a difference, not just a living.

    As a Jesuit institution, Scranton places the highest importance on ethical behavior and being “men and women for others.” Scranton teaches that marketing skills are not only critical to business success but also to our individual and societal well-being. We offer the opportunity to learn about social or “cause” marketing, and our faculty encourage a strategic, sustainable approach to business that weighs all decisions against the triple bottom line of people, planet and profit.

    Don’t want to wait until graduation? At Scranton, students begin to contribute to society long before they begin their field of interest. For example, our undergraduate faculty research program recently challenged first year marketing students to participate in an international competition designed to discover creative ways to solve the world hunger problem.

Careers

Where will Marketing take me?

No matter where your passions lie, be it a large consumer products company like P&G, a small manufacturing start-up, a not-for-profit like the Humane Society or your own family business, marketing and marketers are needed.

A degree in marketing from Scranton provides an excellent foundation for work in private, publicly traded and nonprofit organizations and in a wide variety of positions including:

  • Advertising
  • Brand management
  • Content Director
  • Marketing research
  • Marketing Analysis
  • Public relations
  • Purchasing
  • Sales and Sales Management
  • Social Media Manager

Top Graduate Schools

After graduation, many students look to complement their marketing knowledge with an advanced degree in business, law, or other fields. Here are some leading institutions that have accepted our graduates: 

  • La Salle University
  • Montclair State University
  • Seton Hall Law School
  • Syracuse University
  • The University of Scranton
  • University of Manchester
  • Washington and Lee Law School
  • Weidner University School of Law

Employment

Marketing is about results and so is The University of Scranton. We have a proven track record of helping students land successful and exciting positions after graduation. Here are some of the notable companies employing our alumni:

  • A.C. Nielsen Co.
  • American Convention Exhibitor Service
  • Bank of America
  • Capuchin Franciscan Volunteer Corporation
  • Enterprise
  • First Investor Corporation Goldman Sachs
  • Kellogg’s
  • Johnson & Johnson
  • Morgan Stanley Smith Barney
  • Prudential
  • Ralph Lauren
  • US Army
  • Vax Serve

How Scranton Gives You a Competitive Edge

Competitive Edge

While our faculty members are experts in these diverse disciplines and challenge our students inside the classroom, they are share a common mission outside the classroom: know each student on an individual level and actively support them to pursue their personal and professional goals.

That combination of subject matter expertise and personal understanding means that our faculty members are not only top teachers and strong researchers, but also advocates for you professionally.

That’s a competitive edge you just won’t find at most universities.

Take the Next Step

For More Information

Office of Admissions
The Estate
Scranton, PA 18510
Tel: 1-888-SCRANTON or (570) 941-7540
Fax: 570-941-7572
admissions@scranton.edu

Management, Marketing and Entrepreneurship Department
Satya Chattopadhyay
Department Chair
(570) 941-6196
satya.chattopadhyay@scranton.edu