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The marketing function in organizations is focused on creating value for customers. Marketing programs that develop high levels of customer satisfaction and retention contribute substantially to company profits, as well as connect the firm to its suppliers, distributors, and community. Marketing is an essential business function in for-profit, not-for-profit, and public sector settings.

American Marketing Association logoStudents gain hands-on experience by identifying problems, developing plans, and implementing programs with faculty interaction in a supportive, collegial learning environment. Specific topics examined and taught by this department would include consideration of the underlying determinants of buyer behavior, product management, managing promotional activities, the elements of sound pricing decisions, product distribution, marketing research, and the social and ethical implications of marketing decisions.

The Marketing Department is comprised of 12 full-time and 1 part-time faculty members who focus on academic excellence, providing functional business knowledge, and the practical application of marketing principles.



The Department houses three student organizations:

American Marketing Association (AMA)

Business Residence Learning Community (RLC)

Pi Sigma Epsilon (PSE)



Marketing professor earns best paper award at national conference.

Pia Albinsson, an assistant professor in the Marketing Department at Appalachian, received the Best Paper Award (Retailing Track) at the Society for Marketing Advances (SMA) annual conference. The paper, titled "CO2-Labeling in the Fast Food Industry – A Strategic Perspective” co-authored with Suzanne Conner at University of Northern Colorado.  

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Why Japan could love a jet-black Whopper.

It will be available only in Japan ... for now. And while the response has been rather mixed domestically, one Walker College professor thinks it could be a big hit in its specific market.

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Marketing Professor David Shows recently returned from a 16-week teaching assignment in Gwangju, South Korea.  

As a visiting professor at Chonnam University this summer, Shows taught Marketing Strategy to Chonnam MBA students.  In the interview, Shows details the challenges of teaching abroad and compares both students and universities.

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The Walker College incorporates a global orientation as an integral part of the Appalachian experience.  All business students fulfill an international requirement, and an increasing number choose to study abroad through a wide variety of exchange programs.  For more information on Walker College's International Programs, visit us online.

Student Q&A: Majoring in Marketing at Appalachian State University

We sat down with two Walker College of Business marketing majors, both in their final semester at Appalachian, to get their perspectives on why they chose marketing as a field of study, the organizations they participated in while on campus, the challenges they faced and successes they enjoyed during their time here, and more. Here's what Shakia Mays, from Statesville, and Emily Gillespie, from Cary, had to say:

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Go far with Marketing.



Why a career in Marketing?

Marketing is about the media.  Marketing is creative. Marketing is about brands. Marketing is about thinking global.  Marketing is about teamwork. 

Not convinced?  Schedule an appointment with a faculty member to explore what Marketing can do for you.

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