Undergraduate Majors
The Whitman School offers nine undergraduate business majors.
Each student in the Whitman School is required to complete one major field of study. You will have two years to explore your options and select the major (or multiple majors) that best fits your interests.
Whitman students have the opportunity to take two complementary business majors, while adding minimal credits to their program.
Undergraduate Programs
Dual Programs
The Whitman School offers the chance to earn a dual major, which allows students to pursue two programs of study in different schools at the University at the same time.
- School of Information Studies
- College of Arts and Sciences/Maxwell School of Citizenship and Public Affairs
- S.I. Newhouse School of Public Communications
- College of Law
Experiential Learning
The Whitman School creates and facilitates experiential programming that bridges the gap between classroom learning and practical application — all while expanding job placement opportunities and helping students build meaningful connections.
Clubs and Connections
You can meet and network with students and professionals who share your business and entrepreneurial interest by participating in our approximately 17 student clubs and organizations.
Student Profiles
Studying the Impact of Digital Technologies on Marketing Strategy and Influence
Jaihyun Jeon ’26
Marketing
- Ph.D.
I realized something crucial during that time, no matter how quality or innovative a product or technology is, it struggles to succeed without effective marketing strategies.
As an undergraduate mechanical engineering student, Jaihyun Jeon ’26 Ph.D. worked in a robotics laboratory that focused on developing walking-aid rehabilitation tools for patients with disabled legs. Although he received two patents for products he developed, the experience turned him in a new direction.
“I realized something crucial during that time,” Jeon says. “No matter how quality or innovative a product or technology is, it struggles to succeed without effective marketing strategies.”
Jeon followed his undergraduate degree with a master’s in marketing at Seoul National University with the goal of combining his engineering background with business and marketing insights. But, the master’s degree ignited a new passion.
Jeon is a fourth-year Ph.D. student in marketing at the Whitman School, where he is studying the impact of new digital technologies on marketing strategies and how these innovations influence market perceptions and firm performance.
In his first paper, “Marketing Innovations in Digital Technologies, a Systematic Review, Proposed Framework, and Future Research Agenda,” forthcoming in the Journal of Product Innovation Management, Jeon investigated how new digital technologies such as social media, artificial intelligence and virtual reality are used in market research and in developing marketing strategies.
Following his interest in new digital technologies, his subsequent paper focuses on social media. In his paper “Stock Market Responses to Negative Word of Mouth: Moderating Roles of Corporate Social Responsibility Reputation,” Jeon investigated whether corporate social responsibility reputation can mitigate the impact of negative word of mouth about the product on stock returns. He analyzed the data from South Korean firms listed in the KOSPI 200 index, which is similar to S&P 500 in the United States.
In July, Jeon traveled to Sydney to present the paper at the ISMS Marketing Science Conference. “It was an unforgettable experience,” he says. “The feedback I received was both insightful and invaluable, helping me to refine my research further. And one of the most rewarding aspects was engaging with Ph.D. students and professors from across the globe.”
Jeon came to Syracuse with his wife, Nalae Hong, who is a graduate student in media studies at the S.I. Newhouse School of Public Communications. The couple have 1-year-old identical twin daughters, born in Syracuse. “Aside from studying and caring for the girls, my wife and I are foodies and enjoy trying different restaurants and visiting wineries,” says Jeon.
He says the couple are open to career opportunities in both South Korea and the United States. “I aim to become a professor who is both an excellent teacher and a dedicated researcher,” says Jeon. “My goal is to inspire my students and make significant contributions to the field through my research.”
By Renee Gearhart Levy