2025-2026 Academic Catalog
Welcome to Virginia Tech! We are excited that you are here planning your time as a Hokie.
Welcome to Virginia Tech! We are excited that you are here planning your time as a Hokie.
Marketing grows out of the concept of exchange between buyers and sellers. Driven by the needs and wants of the consumer, marketing managers develop new products, assign effective price levels, create promotional strategies, and develop the best distribution plans to guarantee that products reach the final consumer. Marketing also plays a crucial role in managing the efficient flow of goods and services from businesses to businesses. And managing marketing is growing even more exciting as technology and the internet enable managers to stay in closer contact with their customers and better manage this relationship. Marketing by manufacturing firms is well-known. Service industries such as banking and health care, however, are increasingly relying on marketing to improve service quality and delivery. Non-profit organizations, such as Habitat for Humanity and the American Red Cross, also use marketing to deliver social goods and services. All of these organizations benefit when they are able to use marketing concepts and tools to better understand their clients and design unique offerings that can meet their clients' needs.
The undergraduate program in marketing management is designed to offer the student a broad business education with an emphasis on professional training for development of marketing strategies and managing marketing operations. Virginia Tech Marketing graduates pursue a range of careers. They take jobs in marketing management, sales, advertising, retailing, and consulting positions in companies small and large. The curriculum is designed to provide core skills in marketing and to support this broad range of potential career interests.
In addition to the undergraduate program, the faculty in marketing management offer a master's and a doctoral degree for those students interested in more technical positions, such as marketing research; more rapid promotion with certain employers; or positions in higher education.
The department participates in the Cooperative Education Program in which qualified students may alternate semesters of study with semesters of professional employment.
The Marketing Department currently offers three degree options: Marketing- no concentration, Marketing- Sales concentration, and Marketing- Digital Marketing Strategy Concentration. In addition to the major, Marketing offers minors in Professional Sales and Digital Marketing Strategy to non-Marketing majors within the College of Business only.
The Professional Sales concentration and minor provide students with the knowledge and skills necessary to successfully enter the field of professional sales. Students will learn the necessary knowledge and skills needed to compete successfully in the respective field.
The Digital Marketing Strategy Concentration and minor provides students with the knowledge and skills to enter Marketing and related fields with technical experience in Digital Product delivery and developing, analyzing, and enhancing firms' products on the web, mobile, and social networks.
Department Head: Rajesh Bagchi
Richard E. Sorensen Junior Faculty Fellow and Professor of Marketing: Rajesh Bagchi
Virginia-Carolinas Professor of Purchasing Management and Professor of Marketing: Paul M. Herr
Graduate Program Director: Mario Pandelaere
Kathleen Grega Digges Professor in Entrepreneurial Studies: David Brinberg
Robert H. Digges Professor of Entrepreneurial Studies: Dipankar Chakravarti
Mary F. McVay and Theodore R. Rosenberg Junior Faculty Fellow and Prof. of Marketing : Frank May
Professor and Real Estate Fellow: M.J. Sirgy
Associate Professors: E. Coupey, Frank May, and M. Pandelaere
Assistant Professors: S. Goenka, J. Jiang, S. Madan, B. Turner, and Y. Xu
Visiting Assistant Professor: R. Crabbe
Emeritus Faculty: N. Klein, J. E. Littlefield, M. M. Bird, and J. E. Keith
Professor of Practice: B. Collins
Associate Professor of Practice: Donna Wertalik
Advanced Instructor: T. Reilly
Instructor: C. Swayne
Adjunct: J. Hsu
Advising: Pamplin College of Business, Undergraduate Programs Advising Center is located at 1046 Pamplin Hall. Students may schedule appointments by calling (540) 231-6602.
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