Marketing

Perhaps nothing is more conducive to the success of a firm than the image that it conveys of itself to the public. The marketing activities of a company, because they act directly on the consumer, do most to shape this image and thus must be developed with great care.

In a world of shifting consumer needs and desires, it is marketing that acts as the vital interface between an organization and its customers, looking outwards from the organization to determine future customer needs and developing suitable strategies to respond to those needs.

As marketing has become increasingly complex, a need has arisen for executives trained in the social sciences who also possess statistical, mathematical, and computer backgrounds. Courses are offered at undergraduate and graduate levels in such specialized fields as advertising, administrative practices, financial management, production, human relations, retailing, and personnel administration.

In recent years, as global competition between industries has intensified, the role of marketing departments has been seen as increasingly important. As competition continues to increase and brands battle it out for supremacy, the marketing profession is likely to provide more personnel in the ranks of top management.