- Account executives
- Corporate communications specialists
- Inside sales associates
- Marketing and communications coordinators
- Performance analysts
- Product managers
- Retail managers
- Sales coordinators
- Sports marketing managers
Marketing
- Bachelor of Science
- Minor
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In This Section
Bridging Creativity and Business for Market Success
The marketing program at Saint Vincent College is where curiosity and creativity merge with foundational business skills to develop value in the marketplace and long-term customer satisfaction. Marketing students conduct original survey and observational research, gain experience with experimental studies and focus groups, and prepare advertising campaigns and marketing plans that prepare them for a variety of industry positions.
Undergraduate Programs
Program Highlights
Team-based Competitive Marketing Simulation
Student groups participate in "The Marketing Game," a simulation involving strategic decision-making in various marketing areas. They appoint roles within the group and are evaluated on their marketing contributions and market share. The simulation helps students learn key marketing lessons and apply their semester's knowledge in a competitive and enjoyable environment.
Excel Skills for Marketing Careers
Our marketing curriculum integrates Excel to prepare students for industry roles. Through practical activities and labs, students learn to use charts, graphs, and tables to enhance their statistical skills and make data-driven decisions, addressing price sensitivity, advertising effectiveness, and segmentation.
Capstone Project
In the capstone project, student groups conduct a marketing "product concept test" which helps students understand market potential and make data-driven decisions with real-world examples. To prepare for their final presentation at our Academic Conference, students present product categories, conduct qualitative research, and use conjoint analysis to determine the ideal attribute combination and project market share.
Internships
Internships enable our students to grasp market dynamics, consumer behavior, and effective communication strategies in real-world settings. They have interned with real estate companies, health groups, and sports teams, gaining experience in client relations, promotional campaigns, consumer engagement, and event marketing.
Careers After Saint Vincent
Alumni will go into successful careers as:
Our students have secured jobs and internships at a variety of companies in their field.
- American Eagle Outfitters
- American Red Cross
- Beyond Inc.
- BNY
- Federated Hermes
- Heinz
- Pittsburgh Penguins
- PPG Paints
- Seven Springs
- Stanley Black & Decker
- UPMC
Student Success Stories
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Lisa Mason, C’17
"As a graduate of Saint Vincent College, I can honestly say that my time as a marketing major has made all the difference in where I am in my career today. All of the positive experiences with my professors enabled me to gain confidence and helped me to achieve my senior level marketing position at UPMC.”
Communication specialist, UPMC
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Jill Rosso, C'19
“The marketing program at Saint Vincent has significantly contributed to my success in finance. The foundational knowledge taught in the marketing program requires you to understand the 'big picture' of business operations which developed my critical thinking skills. This has set me apart from my peers and introduced me to the creative aspects of business, beyond just numbers. This exposure has allowed me to bring innovative perspectives to financial strategies, making them more effective and engaging. Overall, the skills and insights from the marketing program have been invaluable in advancing my finance career.”
Finance manager, Stanley Black & Decker
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Kyra Lipetzky, C'24
"I work as a junior communications specialist for MacroSys, LLC, a small federal consulting company located in the heart of Washington, DC. Currently, I assist in the implementation and creation of written content alongside outreach efforts for different federal programs. As a 2024 graduate working for a federal consulting partner, I am continuously grateful for my education at the McKenna School. The professors' enthusiasm and commitment to solidifying a foundation of widespread skills is unparalleled, and through their classes I've not only become confident but exceptionally prepared for my career."
Communication specialist, MacroSys, LLC
Curriculum Requirements
The marketing major is part of the Alex G. McKenna School of Business, Economics, and Government and supported by our core curriculum, where students delve into diverse academic subjects at both foundational and advanced levels to explore how different disciplines connect, fostering deeper self-understanding and proficiency in their chosen field of study.
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Required Courses
The marketing curriculum allows students to gain the fundamental knowledge and skills necessary for success in the industry while also encouraging them to explore their unique interests and aspirations. Students complete courses in consumer behavior, marketing research, and strategic marketing and select from electives such as advertising and promotion, digital marketing analytics, and nonprofit and social marketing.
Required Courses (4-5)
- BA 102 Survey of Accounting (non-business majors only) or BA 100 Financial Accounting I
- BA 150 Managerial Accounting
- BA 220 Principles of Marketing
- BA 380 Consumer Behavior
Elective Courses (Any addition to the above, any 3 of the following
- BA 106 Data Visualization with Tableau
- BA 330 Advertising and Promotion
- BA 334 Retail Management
- BA 335 Digital Marketing Analytics
- BA 336 Essentials of Selling
- BA 337 Nonprofit and Social Marketing
- BA-338 Marketing Planning & Development
- BA 395 Global Marketing
- BA 397 Marketing Research
- BA 425 Strategic Marketing
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Key Courses
Consumer Behavior: Marketing begins and ends with the consumer—from determining consumer needs to providing customer satisfaction. Thus, a clear understanding of consumer behavior is critical to successful marketing management. The purpose of this course is to study human responses to products and services by tying together the upstream concepts of social psychology with their downstream applications in the marketplace.
Marketing Research: This course introduces the descriptive, diagnostic, and predictive roles of marketing research by examining both qualitative and quantitative aspects of the marketing research process. We will discuss and carry out marketing research throughout the semester by conducting focus groups and in-depth interviews and by designing surveys, distributing those surveys online, analyzing the data, and presenting the results.
Nonprofit and Social Marketing: Nonprofit and social marketing efforts seek to improve the well-being of individuals and societies through the work of governments, policymakers, and nonprofit organizations. Throughout this course, students will develop a deeper understanding of marketing within nonprofit organizations and for socially oriented causes. Topics within the course include the development of marketing strategies necessary for achieving the organization’s mission, cultivating relationships with donors, and standing out in the marketplace.