Marketing Program Mission, Goals, & Objectives

Department of Business, Accounting, and Economics Mission

The Lebanon Valley College Department of Business, Accounting, and Economics seeks to make LVC the school of choice among selected high-potential, college-bound high school seniors and college sophomore transfer students in Pennsylvania and surrounding Mid-Atlantic states. The specific mission of each departmental program is to build on the flexibility and breadth of the liberal arts curriculum of the college and help each student develop the particular skill set essential to launch and manage their careers. In pursuit of this mission, the Department holds to a set of core values: collegiality, professionalism, and respect for colleagues’ academic freedom; achievement through collaboration and teamwork; integrity supported by ethical behavior; exceptional communication skills; and continuous improvement using ACBSP accreditation benchmarks and best practices. These values facilitate the interactions within the Department and across the campus deemed essential to success in this endeavor.

 

Marketing Program Goals

 

Program Goal 1: Students will develop the skills required by marketing professionals who can effectively understand, analyze, and influence consumer behavior and drive business growth in a dynamic and competitive marketplace. 

  • Students will develop a strong foundation in key marketing concepts including market research, consumer behavior, digital marketing, branding, advertising, and strategic marketing planning.

 

Program Goal 2: Students will demonstrate effective communication skills. 

  • Students will demonstrate effective communication in method, manner, and content particular to their discipline through the organization, presentation, formatting and stylistic choices in their written and oral communications.
  • Students will communicate clearly and persuasively in various business contexts both in writing and orally, as well as present ideas effectively in class discussions and formal presentations.
  • Students will synthesize communication skills with leadership skills to both lead teams and collaborate effectively in teams.

 

Program Goal 3: Students will demonstrate advanced critical thinking and problem-solving skills.

  • Students will analyze complex business situations, identify problems, and develop strategic solutions using both quantitative and qualitative methods.
  • Students will apply course material to problem-solving and decisions in core business disciplines, demonstrating a broad understanding of how different functions integrate within an organization.
  • Students will construct perspectives reflective of business environments in which cultural diversity and disciplinary practices are consistent with the challenges of operating in a global economy.

 

Program Goal 4: Students will display the knowledge and competencies necessary to work effectively as a professional in the field of study.

  • Students will utilize contemporary business technologies and data analytics tools to make informed decisions and foster business innovation.
  • Students will consider ethical implications and social responsibilities in business decisions, promoting sustainable and socially responsible business practices.

 

For more information on learning goals and outcomes, contact institutionalresearch@lvc.edu.