BYU Marriott School of Business | Marketing

What is Marketing?

Marketing utilizes analytics, creativity, and strategic thinking to create value for a company’s targeted customers. Students in the marketing major are trained to identify and understand customers’ needs and wants. They then satisfy that market demand by designing and selling products and services. Students further learn how to build customer loyalty through strategic innovations, product experiences, promotion, pricing, and distribution. In short, marketing is the study of how companies do business.

What are Marketers’ Roles?

• Marketers create value for a company’s customers. They oversee the process of segmentation, targeting, and positioning while integrating decisions about product, promotion, pricing, and placement.
• Marketers work in product and brand management, marketing analytics, social media and digital marketing, business-to-business marketing, retail marketing, and professional selling.
• Marketers help people and companies make better decisions through data-driven insights. Marketers learn how to build models of consumer behavior, drive market research to impact sales and new product development, visually represent data, conduct and analyze experiments, and search the web for insights.
• Additionally, graduates can utilize their creative side in marketing, including learning how to create advertising strategy; understand consumer behavior; generate visual and multi-sensory appeals; present, sell, and communicate professionally; and brainstorm new opportunities for products and services.

Common Job Roles

• Brand Management 
• Marketing Analytics 
• Digital Marketing 
• Professional Sales 
• Merchandising 
• Product Marketing & Management 
• Marketing Specialist/Strategist 

Placement Data