Daniels’ Department of Marketing offers new programs
The Daniels College of Business at the University of Denver is redefining the academic experience in marketing. As technology and consumer behavior change, the Daniels Department of Marketing integrates exciting, innovative educational programming that provides real-world tools to students.
Pallab Paul
“Our major focus is to be student-centric,” said Pallab Paul, professor and co-chair of the Marketing Department. “We provide [students] with the best skills they can acquire in a business school. We connect them with the market, we create unique experiential learning opportunities and we deliver the most pertinent global information.”
That student-first approach has inspired fresh pedagogies. Here are a variety of resources that give Daniels students access to an extensive marketing education.
Global and Local Education
An important goal of the marketing curriculum is for students to gain a global perspective. The required course, International Marketing, advances an understanding of the global marketplace. The majority of marketing students take advantage of DU’s extensive study abroad program. The University has 150 study abroad programs offered in 50 counties, which is available to all undergraduate marketing students at Daniels.
“We provide many opportunities to help our students become work-ready,” said Steven Hartley, professor and co-chair of the Department of Marketing. “As a result of our program, they develop a good foundation of traditional marketing skills and knowledge; and then we expose them to today’s dynamic workplace.”
Steven Hartley
That exposure happens through experiential learning. The curriculum integrates academic rigor with live projects from professional marketing firms. In the classroom, companies present actual products and issues. Students see what is happening today in the marketing world and problem-solve in teams, acquiring skills they can later use in their careers.
Continuing the client-student relationship, students have access to hundreds of internships, which often lead to job opportunities.
Unparalleled Educational Resources
The Marketing Department has many unique resources. The Consumer Insights and Business Innovation Center (CiBiC) is an example of an exciting initiative in which students can conduct practical work to help real businesses with products and campaigns. CiBiC contains a lab for focus groups, as well. The Marketing Department recently launched the Sales Leadership Center, along with a newly developed Sales Leadership minor. In this program, students have the option to participate in national sales competitions to hone their skills and potentially win a little money, too!
Several popular marketing offerings also include travel-based courses that incorporate interaction with companies at major events like South by Southwest and the Las Vegas Consumer Electronics Show. The course of study includes rigorous pre-event preparation that enables students to comprehend real marketing solutions and trends in a major venue with industry luminaries. These courses have become signature experiences for many Daniels marketing students.
Marketing Curriculum for All Students
There are nearly 400 students in the Daniels Marketing Department. The popularity speaks to the vast perspectives the department’s faculty can provide. The faculty is comprised of both academics who provide a theoretical perspective, as well as industry practitioners who lend insight into current trends. With these diverse offerings, there is a path for students at any learning level.
The undergraduate program has both a marketing major and minor option with courses in traditional fundamentals like Marketing Research and Consumer Behavior, and new topics like Digital Marketing. The recently introduced Sales Leadership minor helps the development of negotiation and other critical business skills.
With the Master of Science in Marketing degree, candidates prepare for numerous marketing career tracks such as product management, advertising agency work or in-house placement.
Anyone looking to sharpen their professional or educational marketing skills can take advantage of Daniels’ new certificate programs. Launched in January 2020, the Digital Marketing Certificate focuses on social media, search engines and digital agencies. The Marketing and Analytics Certificate is a collaboration between the Marketing Department and the Business Information and Analytics Department. This program explores how data science, machine learning and artificial intelligence can be used effectively in marketing practices.
Visit the Marketing Department website for more information about Daniels’ certificate, undergraduate and graduate marketing programs.