Major
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 School of Business & 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.
Snapshot of Success
Name: Maria Santelli
Hometown: Pleasant Prairie, Wis.
Title: Events coordinator/marketing specialist
Business: Scil Animal Care Company
During her time at Lakeland , Maria was involved in numerous extracurricular activities. She played on the soccer team, held two on-campus jobs, helped produce a TV commercial, served on committees and helped organize and staff various school events.
“At Lakeland, you are encouraged to do many things, and being able to balance all of them really helps prepare you well for the future,” says Maria.
Maria graduated with a double major in business and marketing in 2010, then interned in the Lakeland marketing department while working on her MBA – which she received in 2012.
Her versatility and the ability to multi-task – a trait she honed at Lakeland – continue to serve Maria well at Scil Animal Care Company, a world leader in veterinarian equipment, imaging, diagnostics and education. Her role is multi-faceted and growing.
At Scil’s U.S. headquarters in Gurnee, Ill., Maria is in charge of organizing, monitoring and trouble-shooting Scil’s presence at more than 30 trade shows a year. In addition to handling the numerous and often complicated logistics (booth size, third-party vendors, shipping of booth materials, etc.), Maria analyzes attendance at each show and tracks sales leads and actual sales generated from each show.
Maria also works with Scil’s marketing manager, helping to plan continuing education seminars for veterinarians. In addition, she helps create a quarterly newsletter that is distributed to veterinarians, and she helps design various other marketing materials. She recently played a key role in creating an interactive return on investment calculator that Scil’s customers can use when considering purchasing Scil equipment or services.
“I’m always up for learning and doing new things,” she says.
Recent Grads, Real Careers
Listed below are just some of the careers Lakeland College 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 College 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.
Faculty/Curriculum
Marketing Faculty
Marketing Major Core (41 Semester Hours)
- ACC 210 - Financial Accounting Principles
- BUS 200 - Business and Professional Protocol (2 semester hours)
- BUS 301 - Management Information Systems
- BUS 330 - Management Principles
- BUS 350 - Marketing Principles
- BUS 375 - Marketing Research
- BUS 388 - Integrated Marketing Communications
- BUS 400 - Business Internship *
- BUS 410 - Business Law I
- BUS 485 - Marketing Management
- BUS 491 - Business Policy and Strategy (WI)
- COM 100 - Introduction to Mass Media
- ECN 230 - Principles of Microeconomics
- MAT 220 - Probability and Statistics
- And the completion of at least one Emphasis designated for the Marketing major. See section on Business and Entrepreneurship Emphases for clarification.
*Students requesting internships with GPAs below 2.5 will be reviewed through career development, and program advisors will work with students not meeting the prerequisites to find alternative paths to graduation.
Note: Students majoring in two or more programs requiring completion of an emphasis from the School of Business and Entrepreneurship must select a separate emphasis area for each major. Students wishing to complete an additional emphasis area may select from those identified in the section on Business and Entrepreneurship Emphases and must complete all prerequisites to be eligible for coursework in those emphasis areas.
Students must select and successfully complete one of the following emphases.
Digital Marketing (15 semester hours)
- BUS 450 - Digital Marketing Management
- COM 111 - Fundamentals of Public Speaking
- COM 212 - Team-Based and Group Communication OR COM 220 - Persuasion & Advocacy
- COM 325 - New Media and Digital Communication
- COM 370 - Communication and Social Media
Graphic Arts (15 semester hours)
- ART 103 - Digital Page Layout/InDesign
- ART 151 - Two-Dimensional Design
- ART 203 - Image Editing/Photoshop
- ART 204 - Digital Illustration/Illustrator
- ART 302 - Communication Graphics
Retail Management (15 semester hours)
- ACC 220 - Managerial Accounting Principles
- BUS 380 - Human Resource Management
- BUS 425 - Retail Management
- BUS 445 - Logistics and Supply Chain Management
- WRT 330 - Advertising and Public Relations Writing
Sales Management (15 semester hours)
- BUS 380 - Human Resource Management
- BUS 487 - Sales Management
- COM 111 - Fundamentals of Public Speaking
- COM 211 - Interpersonal Communication
- COM 220 - Persuasion & Advocacy
