Master the art and science of price, product, place, and promotion

About Marketing at Keuka College

Marketing is everywhere. Marketing skills are sought after in all areas from business to politics, from cable to Twitter, from Google to the next best thing on Kickstarter. And everywhere from New York to Asia.

Keuka College’s marketing programs equip you with the knowledge and skills necessary to be successful in one of today’s most dynamic fields. Marketing is offered as a major, a minor and a concentration, making it easy for you to add a marketing emphasis to whatever path you chose at Keuka College. You’ll take courses in advertising, public relations, consumer behavior, retail marketing, Internet marketing, and more.

Marketing Program Highlights

Focused on the Future

The future of marketing is in the digital universe. From creating online ad campaigns to gathering insights from sophisticated analytics, you’ll graduate prepared for a 21st-century marketing career.

Ideal Location

We’re in the heart of the most important wine district in New York, the nation’s second-largest wine producing state. Learn transferable skills from marketing pros and executives from this multi billion-dollar industry.

Real-World Focus

Blend Field Period™ experiences and independent study courses to tackle projects and solve problems for real marketing organizations and enterprises, all under the guidance of your expert professors.

Explore Marketing

Program Overview

There’s never been a better time to enter the marketing profession. Social media marketing, mobile marketing, and Internet marketing have transformed the field. Everything is new, and that means lots of opportunities for those who are prepared.

Keuka College’s marketing major offers you a strong foundation in all the business fundamentals and exposure to a wide range of marketing areas—like consumer behavior, retail marketing, international marketing, Internet marketing, marketing research, marketing planning, public relations, and advertising.

You can combine your Field Period™ experiences, which give you professional experience and a network of contacts, with elective classes to fully customize your degree. Many students take advantage of our unique location in central New York—home of wine, microbrew beer, and craft cheese entrepreneurs.

Today’s business world is constantly changing; however, new technology, innovations, and ways of thinking present opportunities for the marketing-savvy graduate. Keuka College’s marketing program prepares you for success in the global marketplace.

Marketing Minor

Marketing is integral to every business and organization. No matter what your major, a marketing minor is a perfect complement. The minor would be especially useful to majors in social work, biomedical biology, ASL-English interpreting, art & design, and other majors that lead to entrepreneurial practices, or the need to promote your own products and services.

Program Requirements

Faculty

At Keuka College, your marketing faculty are more than just great teachers. They’re accomplished marketers, executives, and practitioners who will serve as mentors and help you achieve your goals. As a marketing student, you’ll also have the chance to work with and study under the accomplished leaders, teachers, entrepreneurs, and business scholars who comprise the College’s business and management faculty.

And each of your professors come to the classroom with real-world experience in the field that complements their academic knowledge. Our faculty have worked in some of the world’s largest financial centers, served as leaders in Fortune 500 corporations, started (and continue to maintain) their own enterprises, and held executive roles with some of the world’s most prestigious brands.

Faculty in the Division of Business and Management

Digital Learning

Digital tools, technology, data science, and Internet marketing are the core of today’s marketing world. And since new marketing technology becomes available every day, your Keuka College marketing degree will not only teach you how to use the tools of today, but also how these tools work so you’ll be able to adapt and grow as technology advances.

As a marketing student, you’ll learn:

  • How big data can help uncover ideas for new products, predict customer action, and grow the bottom line
  • The way algorithms are created to sort and identify market segments
  • How harnessing the power of analytics can uncover in-depth information about consumer demographics and behaviors
  • To create, plan, and implement Internet marketing campaigns
  • How to use industry-leading software to design and produce advertising collateral
  • The important role social media plays in modern-day marketing and public relations
  • How to build, manage, and attract an audience to successful online communities and social media experiences

Global Education

Today’s marketplace is global and diverse. Successful marketers understand how to tell their stories on a worldwide platform. They know the impact that economic change, foreign policy, and cultural perceptions have on their ability to market products and services and they have the ability to navigate their organizations through those challenges.

Keuka College’s marketing programs present you with the opportunity to see the world first-hand through Field Period™ experiences, learn from professors who come from all parts of the world, and have real discussions about worldwide business and cultural perceptions with your international classmates.

Here are some of the ways we bring a global flavor to your education:

China and Vietnam

Keuka College offers the management program at partner universities in China and Vietnam. These program are taught by the College’s American faculty, and many professors rotate through teaching in the U.S. and overseas. Professors come to the classroom with an unparalleled perspective on, and experience with, some of the world’s fastest-growing economies and the educational and business philosophies taught in Asia’s universities.

International Students

Nearly 10% of Keuka College’s undergraduate students come from other countries, many of whom choose to study marketing. You’ll have the chance to live and work with people from different backgrounds who bring real perspectives and experience to discussions about international marketing, finance, and economics.

Global Faculty

The Division of Business and Management has an incredibly diverse faculty with global backgrounds and experience. You’ll learn from professors who hail from—and studied at some of the top institutions in—the U.S., France, Russia, Lithuania, and Taiwan. In addition, all of the division’s faculty have real-world, multinational business experience.

Facilities

Keuka Commons is the newest building on Keuka College’s campus, and is home to the Division of Business and Management and the Center for Business Analytics and Health Informatics. Keuka Commons features a state-of-the-art trading room, high-tech classrooms, faculty offices, as well as comfortable study space and convenient access to the café and Starbucks coffee.

The Keuka Business Park in nearby Penn Yan houses space designated for STARTUP-NY, allowing the division and the College to partner with entrepreneurs to bring new and innovative products and services to the Finger Lakes region.

Entrepreneurs receive a tax benefit and expertise from the College’s faculty and students, while the College is able to help the regional economy and bring real-world business scenarios and problems to our students.

Experiential Learning

Marketing students like you are encouraged to seek out and find opportunities to apply what they learn in the classroom to real-world settings. Aside from your Field Period&trade experiences, which provide the opportunity to intern within marketing organizations throughout the world, there are plenty of additional opportunities to fine-tune your skills and master your craft.

  • Upper-level students have the opportunity to work, as a class, to create a micro business that selects, markets, and sells commemorative wine and related products each year for Keuka College’s commencement.
  • Classes, such as public relations, allow you to work with local non-profit organizations to develop and implement public relations and marketing plans that translate into real dollars for these organizations, and spectacular portfolio pieces and accomplishments for your résumé.
  • Keuka College’s award-winning Enactus (entrepreneurship, action, us) chapter brings you the opportunity to solve complex, real-world business challenges and present your solutions at national competitions.
  • Off-campus jobs, internships, and independent studies in the wine industry are plentiful, and provide a chance for you to offset the cost of your education, glean transferable skills from a multi billion-dollar industry, and learn the art and science of making and marketing one of the world’s oldest and most sought-after beverages.

Accreditaiton

In addition to Keuka College’s institutional accreditation by the Middle States Commission on Higher Education, the College has received specialized accreditation for its business programs through the International Assembly for Collegiate Business Education (IACBE), located at 11374 Strang Line Road, Lenexa, Kansas, USA.

Ann Tuttle, professor of management at Keuka College, currently serves as chair of the accrediting body. Prior to her election in 2016, she served as chair in 2010, vice chair in 2009 and again in 2015. Professor Tuttle has served on Keuka College’s faculty since 1998.

The business programs in the following degrees are accredited by the IACBE:

  • Master of Science in Management
  • Bachelor of Science in:
    • Accounting
    • Management (also offered in China and Vietnam)
    • Marketing
    • Organizational Management

IACBE Annual Reports

Accreditation in China

The Keuka-China international relationship has the official approval of the Office of Academic Degrees Committee for the State Council in the People’s Republic of China.

Keuka College’s programs in China follow the rules and regulations of the Ministry of Education, People’s Republic of China. KCP provides the same degree and is accredited in the same way as Keuka College programs in the U.S. The bachelor of science in management degree is accredited by the International Association for Collegiate Business Education (IACBE).

What can you do with this degree?

Thinking about your future career? Here are some sample job titles that people with similar degrees have at organizations around the country.

• Advertising Director
• Advertising Executive
• Advertising Manager
• Public Information Relations Manager
• Public Relations Director
• Public Relations Manager
• Publicity Director
• Classified Advertising Manager
• Market Research Analyst
• Market Research Specialist
• Marketing Analyst
• Marketing Consultant
• Marketing Forecaster
• Marketing Specialist

Demand & Salary Data

Career Group Career Summary Median Annual Wage in 2015sort ascending Predicted Openings Between 2014 and 2024 Change in Demand for These Jobs, 2024 vs. 2014 Education Typically Needed
Marketing Managers

Plan, direct, or coordinate marketing policies and programs, such as determining the demand for products and services offered by a firm and its competitors, and identify potential customers. Develop pricing strategies with the goal of maximizing the firm's profits or share of the market while ensuring the firm's customers are satisfied. Oversee product development or monitor trends that indicate the need for new products and services.

$128,750 64,200 18,200 Bachelor's degree
Sales Managers

Plan, direct, or coordinate the actual distribution or movement of a product or service to the customer. Coordinate sales distribution by establishing sales territories, quotas, and goals and establish training programs for sales representatives. Analyze sales statistics gathered by staff to determine sales potential and inventory requirements and monitor the preferences of customers.

$113,860 108,000 19,000 Bachelor's degree
Public Relations and Fundraising Managers

Plan, direct, or coordinate activities designed to create or maintain a favorable public image or raise issue awareness for their organization or client; or if engaged in fundraising, plan, direct, or coordinate activities to solicit and maintain funds for special projects or nonprofit organizations.

$104,140 27,100 4,700 Bachelor's degree
Advertising and Promotions Managers

Plan, direct, or coordinate advertising policies and programs or produce collateral materials, such as posters, contests, coupons, or give-aways, to create extra interest in the purchase of a product or service for a department, an entire organization, or on an account basis.

$95,890 11,400 1,500 Bachelor's degree
Market Research Analysts and Marketing Specialists

Research market conditions in local, regional, or national areas, or gather information to determine potential sales of a product or service, or create a marketing campaign. May gather information on competitors, prices, sales, and methods of marketing and distribution.

$62,150 151,400 92,300 Bachelor's degree

Data Source: U.S. Bureau of Labor Statistics

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