Marketing is an applied domain that draws from the basic disciplines of psychology, economics, and statistics to help companies ensure that the products and services they offer are desired and purchased by consumers.
What to sell, at what price, where to sell, and to whom should companies target their advertising and sales efforts at are some of the questions marketing professionals answer.
To be a competent marketing professional, you will need a good foundation in all aspects of business, as well as an in-depth understanding of the marketing domain.
In today’s business environment, in addition to understanding how to apply core marketing concepts, theories, and frameworks, successful marketing professionals will also need to be data smart, i.e., to understand how to work effectively in an increasingly digital business and social world that sees every organisation generating tremendous amounts of data as a side effect of their daily operations. As such, digital marketing and marketing analytics have become important elements of a marketing professional’s toolkit.
Today’s societal expectations have also driven organisations to consider the social impact of their activities in their business strategy. Many organisations today desire to be publicly perceived as delivering socially conscious goods and services, and organisations today know that to be publicly perceived as hurting social welfare can be the death knell for them. Knowledge and appreciation of societal marketing (e.g., sustainability marketing and social marketing), which is the idea that organisations should consider the long-term interests of society when making business decisions in an attempt to satisfy consumers’ desires and expectations, has now moved from being an added bonus to an essential aspect of a marketing professional’s skillset.
The SUSS Marketing Programme provides foundational business knowledge as well as specialised marketing training that emphasises digital marketing, marketing analytics, and societal marketing.
Students may pursue Marketing as a single major, or in combination with a minor(s) or second major.