Know Your Concentration: Marketing

Interested in a Concentration in Marketing? Learn more from Associate Professor Carolyn Bonifield below!

Carolyn Bonifield, started at UVM in 2002 and has taught:

    • BSAD 155 – Marketing Communications
    • BSAD 153 – Consumer Behavior
    • BSAD 150 – Marketing Management

Can you give a brief overview of what it means to be a Marketing concentration?

Marketing is about understanding consumers, and creating value with the goal of fulfilling consumers’ needs. Marketers must also be able to effectively communicate information about their brands to consumers, as well as make strategic decisions about product, distribution, and pricing.

What are some important things for students interested in Marketing to know?

Marketing requires a number of skills, including the ability to see the big picture, be creative, think strategically, and approach problems analytically. The ability to assess problems both qualitatively and quantitatively is fundamental to a career in marketing. Excellent written communication skills are also important.

What are some big things happening in Marketing right now?

The continued increase in digital marketing. Digital ad spend is forecast to grow by over 10% in 2019. Brands taking social stands is also on the rise. A 2018 Edelman study found that 64% of consumers are belief-driven buyers, an increase of 13% over 2017, and are now the majority across all age groups and income levels.

What types of careers could students with a Marketing concentration pursue?

There are so many to choose from: brand management, advertising and media communications, consulting, marketing research analyst, event planning, consulting, sales and business development, digital marketing specialist, public relations, retail buyers, and the list goes on.

By Amanda Simpfenderfer
Amanda Simpfenderfer Amanda Simpfenderfer