About the Department of Marketing

Welcome to the Department of Marketing 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.” As such, marketing focuses on the ways that organizations create and maintain mutually satisfying exchanges between themselves and their various stakeholders.

Marketing coursework helps students learn how to effectively and efficiently manage components of the marketing mix: product, price, distribution, and promotion. Our program offers courses in marketing research, consumer behavior, professional sales, digital marketing, entrepreneurial marketing, marketing analytics, place-based/online retailing, international marketing, and sustainable marketing. After completing the marketing major, the student should possess knowledge that is applicable to a wide range of professional careers, including: brand manager, new product development manager, sustainability manager, digital and traditional media communications manager, and marketing research manager.

In addition to the BBA, the Department of Marketing now offers the Master of Science in Marketing Management (MSMM). Shidler marketing majors can apply as undergraduates to take advantage of the 4+1 program in order to complete one or more MSMM classes while working on their BBA. Students who are not Shidler marketing BBA majors are also encouraged to apply to the program and can obtain their MS degree in one year following completion of prerequisites. More information is available by clicking on the Academics link on this page.