Marketing Department

About the Marketing Department

Welcome to the Marketing Department at the Shidler College of Business, University of Hawaii at Manoa! According to the American Marketing Association (AMA), 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.” (Approved October 2007). As such, marketing involves studying the ways that organizations create and maintain mutually satisfying exchanges between themselves and their customers.

Marketing course work helps students learn how to effectively and efficiently manage components of the marketing mix: product, price, distribution, and promotion. Marketing offers courses in marketing research, consumer behavior, personal selling, Internet marketing, entrepreneurial marketing, customer relationship management, retailing, and multinational operations. After completing the marketing major, the student should possess knowledge that is applicable to a wide range of professional careers. These careers include advertising account executive, marketing manager, sales manager, and marketing research manager.