Western's Marketing emphasis is built on the foundation of traditional marketing principles, with a focus on leveraging new technologies and collaboration across disciplines.

In an age when time to market and customer relationships rule, marketing can only succeed if everyone in the organization participates.

Western combines the expertise of its Marketing faculty with its Art, Communication and Computer Science faculty to equip our students to respond to real-time customer needs. Our approach prepares Western students to be true utility players in any marketing environment.

What Will You Learn? What Skills Will You Acquire When You Study Marketing?

Marketing is both a philosophy and a toolkit. Western Marketing students are well versed in strategy, planning and execution. Our Marketing courses focus on teaching the fundamental importance of customer relationships and their links to company profits and long-term success. In today’s environment, employers value workers who can understand the big picture and drive results. Western Marketing students can:

  • Assess the competitive environment with an eye toward change and constant improvement.
  • Analyze the firm’s current standing in the marketplace and prioritize resources to maximize marketing impact.
  • Plan a unified brand image and a unique customer experience.

Beyond the Classroom

Our small classes and faculty with real-world marketing experience work with the local business community on comprehensive marketing plans, social media and market research projects. These applied projects give Western students experience that goes well beyond the theoretical, while building their communication, project-management and problem-solving skills.

Recent Marketing majors have interned at:

  • Cambridge Financial Partners
  • Crested Butte Film Festival
  • Telluride Tourism Association
  • Two Plank Productions
  • Colorado Freeskier
  • Pueblo Chamber of Commerce

After Graduation

Western Marketing graduates have gone on to work for top-tier advertising firms, such as Crispin Porter + Borgusky, and have also started and grown many successful businesses.

Next Steps

If you're interested in Western's Marketing Program, we invite you to take the next steps towards becoming a part of the Mountaineer family. 

Share your interest with friends and family: 
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  2. Get more information about the program.
  3. Schedule a campus visit so you can meet professors, see the beautiful Gunnison Valley, and find out if Western is the perfect school for you.
  4. Start the online application process - apply online now.
  5. Find scholarships, grants, or financial aid that match your interests and situation.


FOR REQUIRED COURSES AND DEGREE PLANS, VISIT THE OFFICIAL UNIVERSITY CATALOG. This is a list of courses offered by Western State Colorado University. To ensure the courses you need are offered during the current semester, please visit the current university catalog at To determined the courses required for your major, check the "Majors and Minors" tab for your area of study.


An introduction to hospitality management, including historical developmental patterns, current business trends, and future international expectations. Current job market, working environments, personal risks, and rewards are explored.

 BUAD 300 - BUSINESS ETHICS (3 credits)

A study of how ethics apply to business organizations today. Special emphasis is placed on developing moral reasoning. The course provides multiple perspectives on actual cases and ethical dilemmas faced by organizations with an emphasis on allowing students to think through ethical problems. Topics studied include moral philosophies, moral agency and development, ethical underpinnings of free markets and economic systems, and ethical concerns with the environment, future generations, and other stakeholders such as employees and consumers. Prerequisites: completion of Base Curriculum; BUAD 309 or COTH 202; or instructor permission.


This course prepares the student for Microsoft Excel Office Specialist certification. This course covers all of the topics tested by the certifying examination including managing worksheets and workbooks, applying formulas and functions, analyzing and organizing data, visual presentation of data, and sharing worksheet data with others. Prerequisites: college-level mathematics requirement with a minimum grade of "C-" or instructor permission


This course prepares the student for Microsoft Excel Office Specialist certification. This course covers all of the topics tested by the certifying examination including managing worksheets and workbooks, applying formulas and functions, analyzing and organizing data, visual presentation of data, and sharing worksheet data with others. Prerequisites: college-level mathematics requirement with a minimum grade of "C-" or instructor permission


This course emphasizes the use of computer spreadsheets to organize, analyze and present quantitative information to aid managerial decision-making. The course exercises include examples from several disciplines including business, energy and environmental impact analysis, natural sciences, and social sciences. Specific topics will include business planning and budgeting, capital budgeting and net present value analysis, time value of money, cost / benefit analysis, goal seeking, scenario planning and pivot tables.Prerequisites: BUAD 311, Excel Office Specialist certification or instructor permission.

 BUAD 315 - BUSINESS LAW (3 credits)

Study includes: sales, commercial paper, secured transactions, corporations, partnerships, estates, trusts, and agency. Prerequisite: BUAD 210.


A study of how managers can and should be involved with systems planning, development, and implementation; what information systems resources are available to managers for decision support; and how information and technology can be used to supportbusiness strategy. Also, this course takes a managerial approach to information systems concepts and applications in business, while exposing the student to various types of software in the business sector. Prerequisite: BUAD 220 or CIS 120.


Advertising, sales promotions, media utilization, public relations, and personal selling are highlighted in this course. Legal regulations and ethical considerations in mass media advertising and promotions are also covered. Finally, the student is exposed to the principles of planning and budgeting for such media events. Prerequisites:MATH 140, MATH 141, or MATH 151 with a minimum grade of "C-"; ACC 201 with a minimum grade of "C"; BUAD 270; or instructor permission.

 BUAD 340 - GLOBAL BUSINESS (3 credits)

Provides an awareness of the rights and responsibilities that the law grants to or imposes upon a hotelkeeper and illustrates the possible consequences of failure to satisfy legal obligations. Also included is risk management as a means of mitigating exposure to lawsuits and fines. Prerequisites: BUAD 150; BUAD 210; or instructor permission.

 BUAD 345 - CONSUMER BEHAVIOR (3 credits)

Utilizing theories from the behavioral sciences, this course provides an in-depth examination of the individual customer learning and decision-making processes, segmentation, as well as culture, subculture, and social class relationships with marketing. Students develop an understanding of consumers' shopping behavior, utilization of different marketing channels, perception of products, and reactions to advertising and other selling methods. Prerequisites: completion of Base Curriculum; BUAD 270; or instructor permission.


Provides students with an understanding of the functions, content and challenges of Human Resource Management (HRM) in organizations today. Insights will be developed on basic dimensions of HRM such as recruitment, selection, performance management, rewards and retention, as well as particular challenges concerning strategic HRM and global environments. Emphasis is placed on how the complexities of HRM relate to students' past and future experiences as members of organizations. Prerequisites: BUAD 309 or COTH 202 or instructor permission.

 BUAD 425 - MARKETING RESEARCH (3 credits)

The focus of this course is the collection, analysis, and interpretation of marketing data for reporting research information necessary to make informed marketing decisions. Students develop skills in defining research problems, designing surveys, experiments, and observational studies, managing data collection, performing data analysis, and communicating results. Prerequisites: completion of Base Curriculum; BUAD 270; or instructor permission. BUAD 335 and BUAD 345 recommended.


The formal analysis of an organization's macro and industry environment; its mission and goals; and strategy formulation, implementation, and control. This is a capstone course which integrates the student’s knowledge from the areas of accounting, finance, marketing, and management. Students are encouraged to take this course during their last semester; graduating seniors are given priority in enrollment. Prerequisites: completion of Base Curriculum; BUAD 309; BUAD 333 or 350; BUAD 360; and senior standing.

 COM 372 - ISSUES MANAGEMENT (3 credits)

An exploration of the communication practices and strategies used by organizations to react to current events, publicity, and society. Emphasis is placed upon persuasion, media relations, and information campaigns.


An introduction to the basics of the XHTML web page specification language, cascading style sheets (CSS) and the Plone Content Management System (CMS). Students learn to create attractive, professional web pages and websites using XHTML and CSS, including embedded graphics and multimedia. The student also learns to use a CMS for easier webpage implementation, including add-ons such as forums and shopping carts. This course is designed for students without a background in programming and may not be used to satisfy the requirements of the Computer Science Major or Minor.

 ECON 201 - MACROECONOMICS GSS1 (3 credits)

An introduction to the methods, models, and approaches used by economists to analyze and interpret events and policies related to the overall operation of the economy. The course endeavors to make sense of unemployment, inflation, recessions, debt and deficits, economic growth, the expanding role of the Federal Reserve, and policies to provide stability to the economy. Additional attention is given to the making of economic policy in an era of globalization. Finally, students are exposed to multiple schools of thought regarding macroeconomic reasoning. Prerequisite: ACT math score of 19 or above; SAT math score of 460 or above; pass MATH 099; or Accuplacer Elementary Algebra test score of 85 or higher, or college-level math requirement with a minimum grade of "C-." Prerequisite or corequisite: ENG 102.

Faculty & Staff


Lecturer in Marketing
BBA Marketing, BA Psychology Kent State University , MBA Global Social and Sustainable Enterprise, Colorado State University
Phone: 970.943.3005
Office Location: Borick Business Building 242
Assistant Professor of Marketing
BS University of Virginia, PhD University of Utah
Phone: 970.943.3008
Office Location: Borick Business Building 246