Dec 04, 2022  
2019-2020 Undergraduate Catalog 
2019-2020 Undergraduate Catalog [ARCHIVED CATALOG]

Marketing, Department of

Dr. Theresa Clarke, Interim Academic Unit Head
Phone: (540) 568-3238
Location: Zane Showker Hall, Room 535

I. Clarke, T. Clarke, V. Larsen, A. Wood

Associate Professors
W. Faranda, M. Tokman

Assistant Professors
G. Atav, J. Derby, K. Naletelich, J. Parker

S. Hertzenberg, C. Hessick, J. Manuli, R. McMillen, L. King, C. Snyder, R. Tate


The marketing department’s mission is to develop highly successful marketing professionals who deliver exceptional value to their customers, employers and communities and to advance the practice of marketing through academic and professional engagement.

The marketing curriculum focuses on traditional and emerging marketing skills needed in various business settings and industries. The curriculum seeks to develop competence in five areas: factual and conceptual knowledge, problem solving skills, communication skills, experiential learning and use of information technology. Students will be prepared to enter corporate, small business or not-for-profit environments with highly valued skills and an understanding of the need for continuous learning.

A Professional Sales Concentration is available to all marketing students. 


  • To deliver a solid foundation of the concepts and theories of the marketing discipline, including market environmental issues; strategic market planning, implementation and evaluation; marketing research; buyer behavior and market segmentation; and development of marketing programs.
  • To engage students in critical thinking processes, requiring in-depth analysis of qualitative and quantitative market data and development of subsequent marketing strategies based on this analysis.
  • To enable students to evaluate marketing alternatives and commit to a course of action, using financial, organizational, environmental and ethical criteria as bases for decision making.
  • To teach students a variety of information technology tools and techniques to improve marketing and overall business performance and deliver greater value to customers.
  • To facilitate students’ continuing development of listening, writing and oral communication skills.
  • To develop students’ marketing-based interpersonal skills, such as group-based negotiation, consensus building, delegation and performance evaluation.
  • To integrate classroom study with exposure to industry practices throughout the marketing curriculum and ensure marketing students access to experiential learning opportunities in marketing career tracks.
  • To introduce students to the fundamentals of professional selling and develop students’ interpersonal communication skills through face-to-face role play scenarios.

Career Opportunities

  • Consumer marketing and business-to-business marketing: direct marketing, market analysis, product development, Web-based marketing and customer relationship management.
  • Sales:  Produce and service sales positions across a broad range of companies and industries as sales development representatives, account managers, inside sales representatives, and outside sales representatives.
  • Digital Marketing: digital account management, content management, technical writing, social media planning and analytics.
  • Consulting: marketing consultation, data analysis and data sales.
  • Marketing research: database management, market research analyst and project management.
  • Product/Brand management: business-to-business sales, product specialist, channel development and promotional marketing.
  • Retailing: store management, merchandise buying, trend analysis, Internet sales and visual merchandising.
  • Not-for-profit marketing: fund-raising, public relations and customer service.
  • Sports/events marketing: merchandising, contract administration, event marketing, trade show management and e-commerce marketing.

Co-curricular Activities and Organizations

Ad Club (MAAF). The MAAF is JMU’s only student advertising organization and a student chapter of the American Advertising Federation (AAF).

American Marketing Association. This student club is affiliated with the American Marketing Association, a national marketing association for marketing professionals, faculty and students. MMA is open to all JMU students. MMA is comprehensive with its marketing programming and offers students information and activities in direct marketing, retailing and marketing management.

DECA. Collegiate DECA is a student-driven organization that values competence, innovation, integrity and teamwork.

Delta Mu Sigma. DMS is a newly established honor society dedicated to the commitment of growth, innovation, and integrity of digital, direct, and database marketing scholarship and practice.  

Mu Kappa Tau. This is an honorary marketing fraternity for students with high scholastic records. Admission is by invitation only. The club invites speakers and engages in joint programming with other JMU student organizations.

Pi Sigma Epsilon. PSE is a professional fraternity, which focuses on programming and extracurricular experiences in marketing, personal selling, and sales management.

Professional Sales Club. This organization strives to help all students that are interested in sales and give them the knowledge and skills they need to be successful in a professional sales role.

Transfer Credit Policy

The marketing program will accept no more than two courses for transfer credit toward the major. These courses must be from AACSB institutions In addition to this general College of Business policy, there are restrictions on which courses will be accepted for transfer credit.

Students must take the following courses at JMU: