The marketing function exists to bring buyers and sellers together in the marketplace to allow each party to realize their desired outcomes. For buyers, this means solutions to their problems. For sellers, this typically means increasing market share, revenue, profitability, and other outcomes. Marketers create items of value (goods, services, ideas, etc.) that are priced, promoted, and distributed in a competitive and dynamic marketplace. Marketers must align marketing strategy with the needs of consumers in the marketplace.
Students completing the marketing major will have competencies in basic marketing knowledge including understanding the consumer decision-making process and its relevant influences, being able to design a research plan to collect information for marketing decision-makers, and developing solutions to marketing problems and opportunities.