Marketing
Marketing is a specialization in business concerned with developing strategies and tactics to create value for customers. Marketing involves many facets of business—everything from the conception and design of the product or service, to pricing, promotion and distribution.
At Duquesne, you will begin the marketing major by taking a three-course core curriculum, which includes sales fundamentals, buyer behavior and marketing research. You can then concentrate in one of three areas: Sports Marketing, Professional Selling and Marketing or Digital Marketing and Analytics.
Program Information
You will begin the marketing major by taking a three-course core curriculum, which includes sales fundamentals, buyer behavior, and marketing research.
Program Type
Major, Minor
Degree
Bachelor's
Academic Department
Management and Marketing
Duration
4-year
Required Credit Hours
69
"The Microsoft Excel course, during my freshman year, definitely set me apart
from my coworkers who did not have the same experience. The on-the-job learning curve
was not as steep for me because of the thoroughness of the course. As a result, I
was easily able to navigate functions, formulas, and analyze large data sets."
From Our Alumni
Marketing Minor
Sports Marketing
Professional Selling & Marketing
Digital Marketing & Analytics
Marketing Concentrations
Digital Marketing and Analytics
Digital Marketing and Analytics is an important and growing area of marketing. Many companies and organizations are shifting their marketing efforts to digital methods. They also need to better understand analytical techniques to make sense of all the data available from these platforms. Students concentrating in this area will gain expertise in areas like search engine optimization, paid search campaigns, customer relationship management software and content marketing, which includes social media marketing.
Career opportunities are strong in this area, as students can work for marketing research firms, agencies that specialize in digital marketing strategy or for businesses looking to expand their reach in the digital domain.
Professional Selling
Professional Selling and Marketing is quickly becoming a great opportunity for students at Duquesne. The program connects theory to practice by utilizing the cutting-edge facilities of the Centers for Leadership in Professional Selling and Entrepreneurship.
Each year our students compete at top sales competitions throughout the country (including the Steel City Sales Challenge hosted by Duquesne!) where they gain access to many corporate sponsors.
Career opportunities in sales are plentiful, as demand for sales professionals is growing dramatically. You will have the opportunity to work for companies in the B2B sector of the economy, focusing on industries like technology, financial services and medical devices.
Sports Marketing
Sports Marketing is ideal for those students seeking to work in all areas of sports. To prepare for these careers, you will learn about sports marketing and promotion, sports management and the business of sports. The applied curriculum will sharpen your presentation skills as you learn about sales and marketing strategies for many types of organizations tied to the sports economy.
Career opportunities span a wide range of options from professional sports organizations like the NFL or NHL, to retailers like Dick's Sporting Goods. Additionally, our students have gone on to work in collegiate athletic departments or for companies that sponsor major sporting events like the NASCAR racing series.
Course Descriptions
This course introduces the fundamentals of salesmanship and the problems confronted by the sales manager. Emphasis will be placed on developing an understanding of production planning, pricing, market analysis and specific areas of sales management. Attention will be given to management of the sales force, recruitment, selection and ethical considerations. Software will be integrated into this course to reflect current trends in sales management and the selling function. PR: MKTG 271. Lecture, Online.
Examines the methods used by business management to obtain the information needed to support marketing decisions: selection of target market, design of product, distribution, promotion, and pricing policy. These methods include exploratory (qualitative) research, conclusive (quantitative) research, sampling theory and application, and various statistical techniques used to support marketing research (regression, correlation, analysis of variance and contingency analysis). PR: MKTG 271 and STAT 285. Lecture.
This course uses theories and research that explain and predict consumer and organizational buying behavior. The course examines concepts that have implications for marketing management decisions, including individual and group decision-making, socio-cultural and psychological factors that influence consumer attitudes, and consumer research. Projects are assigned to allow students to apply theoretical concepts to real world challenges and experiences. PR: MKTG 271. Lecture, Online.
This course exposes students to the digital tools that support the sales and marketing processes. Topics discussed include CRM systems, social media, sales force automation, and content marketing. PR: MKTG 373. Lecture.
The purpose of this course will be to learn how to use digital and social media tools and analytics as a part of modern marketing strategy. Topics covered will include digital and social media marketing strategy, Google Analytics, organic and paid search, optimization (e.g., A/B Testing), and social media analytics including Facebook Insights. Students completing the course will be able to achieve Google Analytics Certification. PR: MKTG 271 and STAT 285. Lecture.
Introduces the fundamentals of salesmanship and the problems confronted by the sales manager. Emphasis will be placed on developing an understanding of the sales model, production planning, pricing, market analysis and specific areas of sales management. Attention will be given to management of the sales force, recruitment, selection and ethical considerations. PR: MKTG 373. Lecture.