Virginia Tech’s Department of Marketing course Careers in Marketing (MKTG 2104) has become a cornerstone for students eager to jumpstart their professional journey. Led by Professors Donna Wertalik and Mark Michalisin, the course connects freshmen and transfer students with faculty, alumni, and industry leaders, offering a hands-on approach to networking, personal branding, and career exploration long before students reach their upper-level classes.

The course curriculum covers a wide range of marketing career options, with industry professionals and alumni helping students build a personal brand and market themselves effectively. Practical assignments include creating impactful social media posts and building personal websites. “Years later, so many students still have those websites and are building on them,” said Wertalik. Hearing from industry insiders keeps students engaged and invested while providing valuable networking opportunities, such as connecting on LinkedIn with guest speakers.

This course has become a pivotal part of the marketing curriculum and is now a prerequisite for advanced courses. Students learn the true value of networking and how to build meaningful professional relationships. Beyond simply making connections, they are encouraged to follow up, express gratitude, and seek advice, demonstrating genuine interest in relationship-building. In today’s market, relationships are key to landing a job. Alumni and guest speakers have shared with Wertalik and Michalisin that they are impressed by the thoughtful questions students ask which set students apart from others who simply ask for a job.

Through this course, students learn how to network themselves as the best possible candidate. Alumni often return to recruit, and our students frequently secures the opportunity. “The Hokie alumni network is truly special. We see it in action every semester when alumni reach out to help the next generation,” said Wertalik. Given that marketing is such a network-driven field, this course ensures students stand out and present themselves professionally. 

“Through this course, our students are gaining valuable experience by talking to and networking with individuals who have worked at global companies such as Lego, SCA Tissue, CVENT,  and Madison Square Garden.  They have also had the opportunity to hear from an Olympic Gold Medalist on what it takes to achieve your goals,” said Michalisin. 

“This course sets our students down the path towards a successful career in both Sales & Marketing.”

careers photo
careers photo

Within the new Pamplin+ initiative, Wertalik and Michalisin can continue to grow the course and make improvements as they go. They are not only able to understand the opportunities they have but are also equipped with the knowledge, skills, and confidence to ask alumni questions, reach out to others to build their own relationships, and grow their community. Utilizing Pamplin+ will enhance collaboration within the courses, which has already been a priority in the careers in marketing course. Students strengthen their bond with faculty who help them find their passion, and prompt them to ask, “What do I want to do in my career?” earlier. They can complete internships, study abroad, and participate in role-play competitions, broadening their experimental learning earlier, helping them stand out compared to other colleges and students when getting jobs. Students who take this course gain knowledge, a stronger network, and greater confidence as they start their marketing journey.