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The Department of Management, Marketing, and Professional Sales, in our AACSB-accredited Cotsakos College of Business, prepares students to successfully launch and market innovative products, effectively support strategic initiatives, excel in sales and sales management, and efficiently manage the operations of any organization.
Alumni in college of business are employed in or in graduate school within 6 months after graduation
Average starting salaries in Marketing, Management and Professional Sales (NACE)
Noteworthy Marketing, Management and Professional sale Jobs and Mid-Career Salaries with 8+ Years of Experience (PayScale)
The BS in Applied Business Analytics empowers students with the knowledge, tools, skills and industry preparedness to analyze and interpret data-driven solutions. Integrating math, technology, statistics, and business domain expertise, the curriculum addresses emerging challenges such as optimization, machine learning, AI, marketing analytics, data mining, databases and data warehousing. Students use industry tools such as Tableau, R, and Python to complete industry-relevant projects using real data. A degree in Applied Business Analytics enables graduates to forge sustainable careers in finance, healthcare, digital marketing, cybersecurity, and project management.
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Students will learn to effectively apply management theories to enhance organizational welfare and profitability. Graduates will be prepared to manage organizational resources, and develop and implement strategic and tactical level plans to support organizational goals. A diverse array of courses in human resources, entrepreneurship, organizational behavior, labor management, and business analytics provide the opportunity to develop fundamental business competence. A focus on quality management and technology management qualifies our graduates to pursue managerial professions in health care, sales, banking, education, government, and production/manufacturing.
Students will learn the art and science of marketing through the delivery of a balanced curriculum that ensures fundamental business competence. They will develop analytical, critical reasoning, and communications skills by focusing on customer needs and the dynamics of buyer behavior. Students gain an appreciation of cultural differences, quality concerns, ethical and sustainability issues, and disruptive technology impacts on a global marketplace. Courses in marketing research, consumer behavior, pricing, social media marketing, and digital marketing enable our graduates to provide customer insights and create value for their employers.
The ability to generate revenue and "sell the business" are among the most fundamental sought-after qualities in new graduates. More than any other entry position, sales careers provide new employees with immediate visibility, accountability, recognition, reward and opportunity – perfect for individuals looking for a "fast track." We aim to provide students with lifelong skills including relationship building, communication, negotiation, and leadership. Sales careers are often cited by employers as the most highly visible and effective entry points for new hires to learn about the business and demonstrate their understanding of a company's products, customers, and the markets they serve.
A minor in business administration will prepare you to apply a business perspective to your primary field of study. Your knowledge of business fundamentals will enhance your career prospects and ease your transition into organizations and professions.
The digital marketing minor provides an opportunity for non-business majors to understand the digital marketing environment with an emphasis on information technology. The digital marketing minor provides a focus on skills and knowledge that would enable students to add value to organizations through digital marketing roles and responsibilities. It focuses on the fundamental activities and processes of digital marketing such as social media, SEO, and analytics. Internships are highly recommended. Requirement: 12 credits
The Marketing minor provides an opportunity for non-business majors to acquire fundamental marketing knowledge and skills through an examination of the core activities and processes of marketing management. The marketing minor offers students opportunities to showcase their skills and signal employers. The marketing minor provides a focus on the core marketing function. Students can choose from a large variety of electives to design minors that suit their preferences. Requirement: 12 credits
A minor in professional sales complements any major by demonstrating academic and practical sales credentials. Students take classes which develop a working knowledge of sales, marketing, and negotiation.
Students will learn how to analyze online marketing strategies and argue for their use in different digital marketing situations, including search engine optimization, pay-per-click advertising, social media marketing, email marketing, content marketing and mobile marketing. According to the U.S. Bureau of Labor Statistics (BLS), the job outlook for marketing professionals is projected to increase by 10% through 2031 with demand in the digital marketing area trending somewhat higher. Learn more »
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Entrepreneurs need to be equipped to start new businesses that align economic, social, and environmental goals to render social services, and generate income, provide jobs, and serve as economic engines in their communicates. Students who earn this certificate will be able to: identify and assess opportunities to resolve economic, social, and environmental problems within communities by applying entrepreneurship principles and practices; generate ideas for new community-based services and organizations to foster sustainable and equitable economic growth and community development; develop communication and networking skills to engage key stakeholders in communities and collaborate with partners and understand the principles and practices of social entrepreneurship to align economic, social, and environmental goals. Learn more »
Students who earn this certificate will be able to: identify and assess opportunities to address economic, social, and environmental problems by applying entrepreneurship principles and practices in chemical industries; generate ideas for new chemical technologies, products, services, and organizations to foster sustainable and equitable economic growth; identify and analyze sustainable and green chemical technologies, such as renewable energy, energy efficiency, green building design, and sustainable transportation, evaluate the environmental, economic, and social impacts of sustainable and green chemical technologies, describe policies, regulations, and industry standards for sustainable and green chemical technologies, analyze the impacts of sustainable and green chemical technologies applications in different sectors of the economy, such as agriculture, transportation, energy, or water management. Learn more »
While the courses within this certificate can be applied towards some business majors, businesses commonly hire graduates from the humanities, social sciences and education as entry level Human Resource Management Specialists. This certificate will help students from any major who are interested in HRM stand out. You will learn about employee recruitment and selection, job analysis, training and development, compensation and benefits, performance management, and global HRM. You will also learn about HR policies, labor laws and how changes in social, political, legal, and global environments affect HR trends. Learn more »
Students completing this program will be able to: develop an integrated marketing communications campaign, formulate marketing goals and objectives, identify target segments, and determine the appropriate mix of advertising, public relations, personal selling, sales promotion, and direct marketing tactics to achieve those goals; analyze and develop a brand strategy to support an IMC campaign; develop and execute effective advertising campaigns, including creating and testing creative concepts, choosing media channels, and tracking and measuring campaign performance and demonstrate the ability to use various technological tools to gather data to inform, analyze and evaluate IMC campaign. Learn more »
Students completing this program will be able to analyze the key role of data and analytics to inform marketing decisions and marketing strategy; use marketing research methods to identify, collect, and analyze data that can inform marketing decisions and strategy, develop marketing dashboards utilizing data visualization techniques, including the ability to create effective data visualizations that communicate insights to stakeholders and use analytics tools to conduct profitability analysis. Learn more »
Students who earn a Marketing Research certificate will be able to: apply marketing research methods and techniques to solve marketing problems; analyze, interpret, and communicate marketing research findings to business functions and stakeholders; demonstrate knowledge of the ethical and legal issues surrounding the collection, sharing, and responsible use of customer data; analyze consumer behavior and decision-making processes; apply appropriate statistical techniques and deploy statistical software for data analysis and work collaboratively in a team environment. Learn more »
Students who earn a Professional Sales certificate will be able to demonstrate an understanding of strategic negotiation factors and methods; utilize interpersonal communication skills for conflict resolution, relationship building and competitive bargaining; and use selling skills to develop revenue opportunities. According to the U.S. Bureau of Labor Statistics, from 2021 to 2031 about 1.9 million openings per year are projected for sales occupations. Learn more »
Undergraduate students who earn a Responsible Management certificate will be able to: articulate their own values and show how they would affect morally ambiguous business decisions, especially those that relate to sustainability; apply the principles of People, Planet, Profits; demonstrate knowledge of professional ethical codes of conduct; evaluate global dimensions of sustainability, including corporate malfeasance in poor nations, differential labor and environmental standards; utilize innovation and creativity as a means to build new sustainable entities. Learn more »
Students will learn how to analyze the role of social media marketing and develop comprehensive social media marketing strategy using appropriate social media platforms. Students will learn to create and curate content and develop social media content calendars as well analyze engagement, reach and conversion rates for social media campaigns. According to the U.S. Bureau of Labor Statistics (BLS), the job outlook for marketing professionals is projected to increase by 10% through 2026 with demand for social media specialists trending somewhat higher. Learn more »
Students have the opportunity to choose elective courses to build their own area of concentration based on a conglomerate of several business disciplines. The concentration allows for up to three courses in one specific area and requires a globally oriented course. More info »
Students in management, marketing, and professional sales study in small classes, taught by faculty with significant industry experience who are recognized experts in their fields. They gain real-world experience through internships, mentoring, and other professional enrichment activities, and make connections with potential employers. Business students also benefit from the sophisticated resources in the Cotsakos College of Business, including the Russ Berrie Institute for Professional Sales with its Professional Sales Laboratory.
In our management, marketing, and professional sales programs, students learn in-demand skills that employers have identified as critical for job candidates, including:
Management graduates are employed as business analysts, project management specialists, HR generalists, talent acquisition representatives, and financial analysts, among others. Marketing careers include brand/product manager, event planner, market research analyst, advertising account executive, social media manager, PR representative, SEO manager, and digital media manager, and more. Professional sales graduates hold a variety of sales positions in such areas as medical device sales, pharmaceuticals, advertising, financial services, real estate, insurance, and others. Many of our graduates go on to pursue the MBA or other master’s programs.
And we're ready to help you grow. At William Paterson, we provide students with the skills, knowledge, and experience they need to forge forward as a powerhouse—both in the classroom and in their careers. Apply today to discover your potential.
