Marketing Concentration

Marketing Concentration

As a marketing student in Western's College of Business and Economics (CBE), you will obtain a bachelor of arts degree in business administration with a concentration in marketing and be in a position to pursue your goals. The curriculum has been developed to provide students with coursework that is intellectually stimulating and useful in today's marketing profession.


Marketing Overview

Welcome to Marketing! Please read the MKTG Plan of Study  and the File Welcome to the Department of Finance and Marketing.docx see WWU's Marketing Catalog. 

For help with planning your courses, please see your faculty advisor or the department office

Why Marketing?

While many people think that marketing is all about sales and advertising, that perception is far from what marketing encompasses. Marketing means satisfying the wants and needs of customers. Marketing is about building mutually beneficial relationships between organizations and customers. Marketing is also about creating value for customers while increasing the value of the organization. In fact, marketing tools and strategies are used in both for-profit business and non-profit organizations. Marketing connects customers with products, as well as services and ideas! This is a large and exciting field.


The tools used by marketers include:

  • New product development
  • Pricing strategies and implementation
  • Various communications including traditional advertising, digital media, and personal selling
  • Distribution
  • Management of Services
  • Brand Management

Marketing strategy helps business people determine which tools to use at what time. Marketing research provides the essential information about customers and competitors that allows the marketer to make good strategic decisions.

Coursework is offered in all these areas and will prepare you for a career in marketing.

A graduate with a concentration in marketing may work in a variety of positions. Here are just some of the opportunities:

  • Brand and Product Management
  • Advertising and Promotions
  • Public Relations
  • Selling and Sales Management
  • Digital Marketing
  • Merchandise Management
  • Marketing Research

This is not an exhaustive list but gives an idea of some of the opportunities for someone with a marketing education.


Marketing Overview

For help with planning your courses, fill out the MKTG Plan of Study and please see your faculty advisor.