Marketing is a dynamic field that prepares students for a variety of careers ranging from brand and product management to marketing research and analytics to advertising and public relations. What makes marketing exciting is that it has both an analytical and a creative aspect. A marketing career can be a good fit for a student with either a liberal arts or technical background.<br> <br>Marketing helps engage customers, builds strong customer relationships, and creates customer value. Today's successful companies share a customer focus and a strong commitment to marketing. The two-fold goal of marketing is to attract new customers by promising superior value and to retain and grow customers by delivering value and satisfaction. To engage customers in long-term relationships, outstanding companies aim to generate customer loyalty by providing higher levels of customer satisfaction. They delight customers by promising what they can deliver and then delivering more than they promise. Delighted customers make repeat purchases and spread the word about their good experiences to others.