WMU sales program recognized as a leading program for nearly two decades
KALAMAZOO, Mich.—Western Michigan University’s sales and business marketing program has once again been recognized on the list of Top Universities and Colleges for Professional Sales Education that the Sales Education Foundation produces annually. This marks the 19th time that Western’s sales program has been named a top program by the organization, which highlights higher education institutions that prepare graduates to enter the sales profession with solid skills and the highest level of professionalism.
“Our excellent faculty and the support from our alumni and industry partners have resulted in cutting-edge curriculum and student success,” says Dr. Jennifer Bott, incoming chair of the Department of Marketing. “The sales and business marketing program is a powerhouse major that continues to deliver amazing outcomes for our students.”
Selling success: Why WMU made the list of top sales programs
The WMU sales and business marketing program unites essential elements for success in the classroom and beyond.
Sales faculty members teach through Experience-Driven Learning, which emphasizes applying skills in realistic sales settings. Additionally, the program intentionally builds a strong sense of belonging so sales students feel connected to faculty mentors and fellow students.
The Sales and Business Marketing Association (SBMA), a student organization focused on both professional and personal connections, hosts weekly meetings where students can practice professionalism and connect socially. In SBMA, students not only develop their professional networks but also their kinship with each other. SBMA members have the opportunity to take on peer leadership roles and grow in their responsibility within the organization, which is open to sales majors and non-majors alike.
The experience-driven education that is at the core of the sales program helps students establish relationships with faculty early on, leading to high levels of classroom engagement and professional readiness.
According to the WMU 2024-25 Career Outcomes Report:
- 100% of sales and business marketing graduates had instructors who made them excited about learning.
- 100% of sales and business marketing graduates participated in Experience-Driven Learning.
- 98% of sales and business marketing graduates working full time have a job related to their degree.
“Selling the Western Way is the heart of the sales and business marketing program,” says Dr. Jim Eckert, associate professor of marketing and Robert S. Kaiser professor of sales. “Our top-tier selling curriculum is the key to the program’s success. What we teach and how we teach it benefits our students—and the employers that hire them.”
A competitive edge
Why does the WMU Haworth sales and business marketing program consistently rank as a top sales program? The program provides a strong foundation of sales fundamentals while also evolving to meet the needs of today’s selling environments.
Student opportunities: Sales and business marketing students are immersed in professional selling and program culture from day one. Students experience realistic sales scenarios, faculty who support and encourage them, and peers who serve as mentors, friends and professional contacts.
Robert S. Kaiser Sales, Negotiation and Leadership Lab: The lab gives students valuable experience in applying their sales skills through role-plays, allowing them to record and review performance. The technology in the lab, including integration of AI, enables faculty to share best practice examples and pinpoint areas for improvement.
Sales competitions: WMU sales students excel when it comes to national sales competitions, and the Kaiser Sales Lab overflows with awards from student teams each year. In the 2025-26 academic year, WMU teams claimed a total of five first- and second-place finishes in individual and team competitions during the Arizona Collegiate Sales Challenge and the Steel City Sales Challenge.
Learn more about the sales and business marketing program at WMU.
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