Marketing is a broad field that encompasses a range of important activities for all types of domestic and international businesses. Students acquire quantitative and qualitative research and analytical skills to help firms better understand consumers, competitors and markets, and thus create effective strategies to identify, serve and maintain excellent relationships with their customers. Students also gain an understanding of how to manage brand success with the coherent integration of products and services, their sale and distribution through multiple channels, marketing communications programs including advertising and promotions using traditional and digital media, and effective pricing policies. There is sufficient flexibility in the BSBA Marketing Option for students to take courses in areas of interest in addition to marketing.