Marketing Concentration

Marketing Program

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.

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Marketing Overview

Welcome to Marketing! Please read the documents below for more information about our department, requirements, and courses.

PDF icon MKTG Plan of Study 2021-22

PDF icon Welcome to the Department of Finance and Marketing


It is also important to review the Marketing Concentration's section of the Western Washington University catalog. For help with advising, course planning, and career discernment, please see your faculty advisor. You may also contact the Department Manager with questions.

You can also find out more about the marketing program by watching this group advising video:  Group Advising 2020

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, strategies, and theories used by marketers are many. 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:

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


A graduate with a concentration in Marketing may work in a variety of positions. While we can't provide an exhaustive list, here are just some of the opportunities available in the field of marketing:

  • Brand and product management
  • Advertising and promotions
  • Public relations
  • Selling and sales management
  • Digital marketing
  • Merchandise management
  • Marketing research