Marketing is the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.
Marketing research is the function that links the consumer, customer, and public to the marketer through information—information used to identify and define marketing opportunities and problems.
Today, global change is under way in many areas. Managers in the 21st century need a global vision to recognize and react to international marketing opportunities and challenges but also to remain competitive at home. Rigorous analysis of the competition, the customer, the environment and the organization's own capabilities are required to maintain a competitive advantage.
In building customer and partner relationships, marketing managers must harness technology, take advantage of global opportunities and ensure that they and their organizations act in an ethical and socially responsible way.
The Marketing area at Syms School of Business provides a broad coverage of the marketing discipline so that students will have the theoretical and applied background to recognize and deal with marketing challenges facing managers and their organizations.
Generally speaking, to be successful in marketing, one needs to be a good communicator, a critical thinker, and be able to relate well to others. The Syms Marketing program is designed to give students the skills to lead organizations as general managers.