Letter from the Area Chair

Marketing Area Chair Norm Borin

Hello alumni!

It’s my pleasure to greet you as the Marketing Area’s new chair, a position I also held from 2002-07. I succeed and thank Lynn Metcalf, who led our area for seven years. As I assume my post, I’m excited by the growth in our discipline and Cal Poly’s role in some interesting trends.

In the last 10 years, the marketing field has undergone tremendous change. Fortunately, our Marketing Area continues to modify its curriculum to prepare our students for the future needs of business. We recently introduced a required course on data analytics taught by Professor Brennan Davis. This course helps students further develop and broaden their skills in information collection, analysis and application, dovetailing nicely with our Strategic Marketing Measurement class taught by Professor Jeff Hess. Through these courses, students will gather and analyze big data sets and build skills in A/B testing experiments.

Cal Poly also recently debuted an integrated marketing communications minor with three marketing courses, three journalism classes, and one graphic communication course. Because student demand exceeded the supply so significantly, we introduced a competitive application and review process. A central core of the minor is our new social media course that prepares students for positions in social media, content marketing, digital marketing and brand storytelling.

Thanks to the initiative of the faculty, we continue to refine our approach to the marketing introduction course, BUS 346: Principles of Marketing. We are really excited about the focus on experiential learning during students’ first contact with the Marketing Area. One day per week, the students have a more traditional session of lecture, discussion and exercises. During the second day, we welcome some of our best junior and senior marketing students to serve as mentors and work with student teams on a variety of hands-on projects that allow them to internalize the concepts from the day before. Many of our marketing task force members are really excited about this new approach.

As always, we value any connection we make with you. We are always looking for guest speakers, internship and career opportunities, job shadowing possibilities, and on-site visits. You know how great marketing at Cal Poly was. Help us continue to improve the learning experiences for today’s students! I’d love to talk with you about how we can enrich Learn by Doing for the next generation of marketing leaders.

Norm Borin