The key to success in any business today is marketing. The entire process of entering markets and creating profitable customers for life is the fundamental challenge for today’s marketing manager. More than just advertising and selling, marketing needs to understand the customer’s wants and needs, the desired product and its acceptable price, effective promotions, and how to best deliver the product to the customer. Effective marketing influences not only the target audience, but company-wide departments as well. Only by working with engineering to design the right products, finance to obtain the funding, production to make the product, and accounting to measure profitability goals, can a business survive and grow in today’s highly competitive marketplace. Be it government, not-for-profit organizations, or free enterprise, marketing will play the lead role in how organizations succeed in the new economy.

Lehigh's Marketing major is a rigorous and highly relevant curriculum of instruction. Students learn how to recognize the strong linkage between theory and practice, and the need for teamwork, leadership, and communication skills. Course activities provide the learning environment for students to acquire professional-level competency throughout the curriculum by developing integrated marketing communications campaigns, designing and implementing marketing research projects, conducting customer analyses, participation in product development simulations, and the opportunity to further develop their skills through special projects and corporate internships.