Marketing professionals deal with a constantly evolving industry, trying to catch consumers’ attention and make sure their products and services are correctly represented. Azusa Pacific University’s marketing program develops students into hard-working professionals, ready to tackle any challenge. Through real-world application, connection opportunities, and faculty mentorship, APU’s marketing programs prepare students for the reality of the business world.
In the classroom, students take a variety of classes with professors who have connections in the industry and have the students’ success in mind. “The marketing major enables students to engage with coursework such as digital and social media marketing, consumer behavior, global marketing management, and integrated marketing communications,” said Stacy Brecht, DBA, assistant professor and chair of the department of digital and strategic marketing. With a diverse collection of classes, students can explore the multitude of roles they would like to play in the marketing world. “I appreciate how unique each of the classes are. I am learning the scope of all marketing; it is so much more than just advertising and appealing to consumers,” said Reagan Kaiser ’26. “I appreciate how unique and niche a marketing job can be. This program has helped me see how many ways there are to apply what I have learned.” This program prepares students to work in many different fields, with the tools that they will need to do the job well.
With the constant evolution of technology, marketing is continually adapting. APU makes sure to teach students how to keep up with the rapidly changing industry. “I've incorporated artificial intelligence into two of my marketing classes because, as students and working professionals, they must know how to ethically use AI as a tool. We're focusing on what is relevant and cutting-edge in business,” said Brecht. By studying current trends and the marketing strategies of larger corporations, students graduate with an understanding of modern marketing. “AI is definitely something that will become more prominent in the marketing world, so being able to understand how to use it is essential. You still need people to fill the gaps; there is value in being able to create and use person-to-person contact,” said Maya Diaz ‘27. “Exposure and relevance to the outside world have been integral to my learning process in the program.” With classes covering digital marketing and social media, students are readily prepared to enter the workforce.
Within the marketing program, faculty and students form meaningful mentor relationships.
Students are able to learn networking skills and get connected in the areas that they
want to pursue for their careers. The faculty investment continues as they start their
career journey. “All of my professors were more than willing to help me succeed in
my career and help me get connected with who I needed to know,” said Kendra Moore
’23. “I am still connected with Dr. Brecht. Even now, I will still reach out and ask
her if she knows anyone in the industries I’m looking at or have her look over my
CV and resume.”
Real-world application is integral to APU’s marketing program. “Students are provided opportunities to work with international, national, and regional organizations through service learning projects with Jonah Inheritance, Salvation Army, and Love My Neighbor Foundation, among many others,” said Brecht. “Students not only apply the theoretical and practical knowledge gained in the classroom, but they're also able to see how they can use their business skills to bless people from all over the world.” Working with a variety of organizations and causes helps students to use their creativity in a way that positively impacts the community.
Faith integration is a cornerstone of APU’s education. In the marketing program, Christian
workers are being fostered to be the light in their future places of employment and
their daily lives.
Marketing students are able to apply the skills they learn to help serve others, while
not forsaking their Christian foundation. “We learn how to consider the ethics of
what we are producing, and how we market to others,” said Diaz. “The foundation of
our education is Christ, so we know how to be competitive and not go against our moral
and ethical values.” Through classroom integration and partnering with Christian nonprofits,
students learn to stay true to their teachings while keeping up with the competitive
atmosphere they are working in.
Through opportunities like Zuventurez and the Transformative Talks series, students are given the chance to connect with working professionals and learn about their area of expertise. Zuventurez is an annual pitch competition, similar to Shark Tank, in which students across APU’s campus can pitch their business ideas to an audience of faculty, entrepreneurs, and investors for the chance to win funding and grow their ideas into businesses. “Zuventurez enables students to develop businesses that bring value to society and bless others. Throughout the program, the School of Business and Management hosts several workshops with industry professionals and successful entrepreneurs, many of whom are APU alumni, to speak with the students and share how they persevered by putting God first in their entrepreneurial journey,” said Brecht. “I encourage students to take advantage of opportunities like Zuventurez to meet with other entrepreneurs and people who are already established professionals.” Marketing students, along with other members of the school of business, learn invaluable lessons from alumni and local professionals who pass on their real-world advice.
Post-graduation marketing alumni go on to work for non-profits, large corporations, or build their own business. Moore currently works for a distributor in their sales division. “Sales and marketing go hand in hand. Through promotions, how a product is marketed in retail stores or negotiation with store managers, I daily use what I learned as a marketing student,” said Moore. Other alumni are CEOs of their own companies and partner with APU on a variety of projects. “After graduating from APU, Bailey Wilson ’18 founded Bondi Bowls, which has locations all throughout the United States,” said Brecht. “I love to see students continue to flourish after graduation and follow their dreams. I stay connected with students who move on to being marketing leaders and CEOs of their own companies.” The marketing program is producing students who go on to succeed in whatever areas they choose to pursue, with hands-on experience, faculty support, and a solid foundation in Christ.