Marketing

Major | Minor

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Professor of business giving a lecture in a marketing class

Why marketing matters

Understand how people decide, then build the brand, the message, and the campaign that reaches them at the moment it matters.

Marketing is often mistaken for advertising. Advertising is one output, but the actual discipline is research, psychology, strategy, and measurement: figuring out who your customer is, what they’re really choosing between, where they lose interest, and what would change their mind. The creative work gets better when it’s built on that foundation.

Goshen College’s marketing program, offered as both a major and a minor, builds those creative and analytical skills through real campaigns with local businesses, nonprofits, and student-led enterprises in Goshen, Indiana. You won’t just talk about ideas; you’ll move them, starting with your very first projects. Along the way, you’ll learn to craft brand stories and use data-driven strategy to connect people and ideas with purpose.

The program is grounded in ethical leadership, social responsibility, and hands-on work, and those skills travel with you across industries and across borders.

  • 3
    applied marketing projects majors complete for real clients
  • 100%
    students receiving a professional certification upon completion of the major or minor
  • 5
    academic disciplines teaching courses in the program

    What you’ll study

    At Goshen you can study marketing as a 52-credit major or add it as a 19-credit minor. 

    Courses include a core in consumer behavior, information systems and marketing fundamentals. Additional classes in communications, economics and strategy builds creative and analytical skills through real experiences both on and off campus. You learn to craft brand stories and use data-driven strategy to connect people and ideas with purpose.

     

    Program Requirements

    Hands-on learning opportunities

    Every student with a major in the business department is required to complete at least three credits of experiential learning from one of four set choices. These include:

    • A paid internship with a business or organization
    • Manage Java Junction, the student-run coffee bar on campus through the BUS360 course
    • Engage in Job-connected applied learning inside a working organization such as Goshen College through an on-campus job
    • Take the business process innovation course and see how companies apply best practices to improve the bottom line.

    Applied on-campus experience

    Marketing students have an additional opportunity to apply their skills through Applied Marketing, a course that puts students in the Project Manager role with an on-campus client to execute a marketing project over the course of a semester. Taken three times over the course of a student’s plan of study (majors) or once for minors, this resume building experience allows students to practice what they are learning in the classroom right away.

    • During the course of my four years at GC, I was able to explore all of the different aspects of the business department, eventually figuring out that my main interests lie within marketing. I will be starting my master’s program in marketing at the University of Reykjavik in the fall, and studying at GC has definitely helped me prepare well and set me up for success.

      Brynja Hjartardottir '25

      Travel Consultant at Icelandair

    What it costs, and the aid behind it

    Scholarships make up a large portion of Goshen financial aid packages, which average almost $26,000 per student, not counting work-study or loans. Enrolled business students may also qualify for endowed awards including the Sauder Scholarship and the Gorsline Scholarship.

    To see your own price after aid, run the net price calculator, or  explore your options at the financial aid and scholarships pages.

    Financial AidScholarshipsNet Price Calculator

    Common questions about the marketing major & minor

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