Few professions have changed more over the past decade than marketing.
In this digital age, marketing has evolved and grown beyond the just promoting a business or selling a product through advertising.
Lakeland University has responded to the metamorphosis of marketing, restructuring the program and offering four new emphases:
- Sales management
- Digital marketing
- Retail management
- Graphic arts
Scott Niederjohn, Dean of Lakeland's J. Garland Schilcutt School of Business and Entrepreneurship, said these emphases have been added after extensive consultation with Lakeland’s corporate partners.
These emphases, Niederjohn said, allow students to learn all of the traditional marketing skills needed to enter the industry, while at the same time being able to specialize.
As with many majors at Lakeland, internships are stressed. And with world-class companies just a few miles from Lakeland’s campus, there are plenty of tremendous opportunities for Lakeland marketing students to complete real-world work prior to graduating and entering the job force.
Two Lakeland degrees fueling her success
In the world of higher education, Erin Kohl’s impressive resume is a bit of a rare find.
As she approaches 15 years in the industry, this two-time Lakeland graduate has quickly climbed the ranks thanks to a variety of roles in academics, student services and marketing.
Earlier this year, Kohl became dean of Madison College’s School of Business and Applied Arts. She oversees a school that offers programming in about 50 programs, from barber cosmetology to accounting and from animation to culinary arts.
Her team includes 90 full-time faculty, a few hundred part-time faculty and also contains several enterprises which generate revenue for the school.
“I get to be involved in a lot of different things, from curriculum development to recruiting to how the website gets presented,” Kohl said. “Being involved in a leadership role on the academic side is exciting to me. I also get a well-rounded view of what our students experience, and it helps me to work with our faculty to make decisions that will benefit our students.”
The foundation for Kohl’s successful career came at Lakeland, as a student taking classes in Lakeland’s evening and online program, and working in several leadership roles at Lakeland.
She received a master of business administration and a bachelor’s degree in business and marketing from Lakeland. She later received a doctor of education degree in educational leadership from Capella University.
She also worked for a decade at Lakeland, serving in a variety of roles including director of the Green Bay Center, associate dean of operations and advising, registrar and interim vice president for Lakeland’s evening and online programs.
“I loved my Lakeland experience,” Kohl said. “I loved the flexibility as a student. I was relocating to different cities and the classes had the flexibility I needed. I always felt the classes were as challenging and rigorous as I needed them to be.”
Kohl said two of her Lakeland MBA courses were especially helpful – organizational effectiveness and corporate strategy and decision making – because they had great instructors who helped mentor her and shape her career path.
During her time as a Lakeland staff member, Kohl experienced the different departments that contribute to the student experience, and those experiences have contributed to her success in her current role.
“When I served as the registrar at Lakeland it piqued my interest in the academic realm and it was a great growth opportunity,” she said. “I also got to understand the dynamics of Lakeland’s center locations and their various audiences and communities. Collectively, all these opportunities really helped me grow as a professional.”
Madison College’s goal for its students is to set them up for employment or to transfer to a four-year institution when they graduate. Several Madison College full-time faculty members also teach for Lakeland, so connecting Madison College graduates to Lakeland’s Madison Center comes naturally.
Kohl said collaboration between institutions to drive student success is important, especially to help keep graduates working in Wisconsin.
“Breaking down silos has been a theme,” Kohl said. “We work to remove barriers – whether it’s between programs or schools – that students might face when trying to achieve their goals. Our goal is always to make things easier for students.”
MBA degree offers new concentrations
Supply chain management and human resources management are important areas for employers in the modern business world.
Starting this fall, Lakeland University’s Master of Business Administration program will offer concentrations in both.
Those are just two of the significant additions to Lakeland’s academic programming, additions that include new marketing emphases and a degree that combines business administration and computer science skills.
Working for The PGA of America
On a blue-skied, wind-free, remarkably peaceful August morning at world-renowned Whistling Straits Golf Course near Sheboygan, Wis., Lakeland College grad Tess Myklebust peers out over the spectacularly scenic 18th fairway.
With the sun rising fast above this majestic chunk of land, Tess smiles and imagines how different the scene here will be almost exactly one year from now.
Recent Grads, Real Careers
Listed below are just some of the careers Lakeland University marketing students from recent graduating classes have landed:
- Senior renewable energy analyst, Orion Engineered Systems
- Graphic designer, RLO Sign
- Merchandiser, Coca-Cola
- Front end leader, Bed, Bath and Beyond
- Customer service representative, PCNation
- Account executive, Trans Media Group/AJ Indoor Advertising
- Account manager, Strategies Ltd.
- Corporate account manager, CDW
- Web analyst, The Manitowoc Company
- Business development manager, Jostens
Listed below are some of the internships Lakeland University marketing students have landed during their stay at Lakeland:
- Acuity - Sheboygan, Wis.
- Ansay & Associates - Port Washington, Wis.
- Dental Health Products - New Franken, Wis.
- Pearce Wireless - Sheboygan, Wis.
- Sheboygan County Chamber of Commerce - Sheboygan, Wis.
- Texas Roadhouse - Sheboygan, Wis.
- Two Rivers Polar Bears baseball team - Two Rivers, Wis.
- Valley VNA Senior Services - Neenah, Wis.
- Vector Marketing - Sheboygan, Wis.
- WSCS-TV8 - Sheboygan, Wis.