The Luther College Board of Regents recently unanimously approved marketing as the newest major in the college’s curriculum. Starting in fall 2025, the new program will provide coursework for students to understand consumer behavior, analyze market trends and develop creative strategies fostered through an incubator atmosphere.
Hongxiao Yu, assistant professor of marketing and management at Luther College, talks to students during one of her classes.
“Our students don’t just learn how to market a product — they learn how to think critically, communicate clearly and explore the ethical impact of business decisions. This combination prepares them for success in both profit-bearing and non-profit organizations,” said Alexandra White, associate professor of management and head of the Department of Economics, Accounting and Management that houses the new marketing program.
Student demand for marketing
As long as companies have products and services to sell, there will be a need for marketing professionals. The U.S. Bureau of Labor Statistics estimates an 8 percent increase in the employment of marketing managers between now and 2033.
Along with supporting employment opportunities, Luther is launching the marketing program to meet growing demand among current and prospective students, according to the marketing major proposal.
“As we meet with prospective students, we have encountered an increasing number of students who cite an interest in pursuing marketing as a course of study and they prefer to study marketing at an institution like Luther,” the proposal said.
The Luther admissions team reported that marketing is a program of “high interest” with students inquiring about studying marketing, advertising, social media, digital marketing and sports marketing.
The marketing major
At Luther, marketing students will develop practical skills for real-world application. Students will learn to:
- Leverage core marketing theories and frameworks to assess complex business scenarios, identify market opportunities and develop targeted strategies.
- Develop effective teamwork skills to design, execute and evaluate integrated marketing projects.
- Craft effective written materials that communicate marketing strategies, campaign insights and performance metrics to diverse stakeholders.
- Demonstrate skills in information literacy and data analytics by sourcing, analyzing and interpreting market data to support evidence-based marketing strategies.
The marketing program will provide a meaningful foundation for student success in various work environments.
Support from alumni and Decorah community
In addition to the classwork, marketing students will be encouraged to develop supportive connections through the Luther Business Club, network with alumni and complete internships. Hongxiao Yu, assistant professor of marketing and management, believes these experiences will be the cornerstone of the program’s success.
“Luther students have incredible support from our alumni, their engaged peers and the Decorah community in extending their learning both in and outside of the classroom through special lectures, field trip visits and more. Our alumni have such a strong sense of mission and giving back—it creates a wonderful experience for our students,” she said.
Linnea Rahlf
Luther alum Linnea Rahlf, class of 2020, said her degree in business management with a minor in communication studies “laid a strong foundation for a career in marketing.”
“The coursework challenged me to think both strategically and creatively, and the small class sizes allowed for meaningful discussions and close relationships with professors,” Rahlf said. “The liberal arts environment at Luther also shaped me into a well-rounded thinker and communicator. From writing and research to collaboration and critical thinking, those transferable skills have served me just as much as the business curriculum.”
Rahlf, who is a senior account executive at Hughes Agency in Greenville, South Carolina, credits her internship with Rendered Unique, a small business in Decorah, to her success.
“That hands-on experience gave me early exposure to real-world marketing,” Rahlf said.
Under the new program, Luther students will also have the option of earning a minor in marketing or one of three areas of concentration – promotional marketing, digital marketing and sports marketing. These stand-alone concentrations support students who have an interest in marketing while pursuing other majors.
Past alumni success
Jim Kowitz
The marketing major is new, but the success of Luther alumni in the marketing field is not.
Jim Kowitz, class of 2003, earned his degrees in management and communications. Now, Kowitz is associate director of global brand, marketing and communications at EY (previously known as Ernst & Young) in Minneapolis. He credits his success “to the invaluable relationships” he made at Luther.
“I can confidently say that my last two job opportunities were made possible through the impactful ‘Luther connections’ I’ve established,” he said. “The Luther community is not only robust but also has a far-reaching influence that extends well beyond the Midwest. Though Luther is nestled in northeastern Iowa, its impact resonates on a global scale.”
