Typical Job Titles
| Executive Assistant | Account Development Representative |
| Service Sales Representative | Marketing Associate |
| Marketing Coordinator | ETL Developer |
Tuition Fee
Start Date
Medium of studying
Duration
Program Facts
Program Details
Degree
Bachelors
Major
International Business | Management | Marketing
Area of study
Business and Administration
Course Language
English
About Program
Program Overview
Marketing Bachelor of Science Degree
Marketing
Bachelor of Science Degree
Overview for Marketing BS
Why Pursue a Marketing Degree at RIT
- Industry-driven curriculum encompasses new media marketing, social media analytics, search engine optimization, and data visualization.
- Build vast alumni and professional connections, and participate in exciting extracurricular activities and opportunities, including national and international marketing competitions.
- Join the Marketing, Advertising, and Public Relations Club, which hosts company tours, guest speakers, networking opportunities, and conferences.
- Latest industry trends and software taught by top faculty and industry practitioners with leadership from the Marketing Advisory Board.
Marketing is a critical element in the success of modern business operations. The overall process of entering markets, creating value for customers, and developing profits is the fundamental challenge for the contemporary marketing manager. RIT’s bachelor of science in marketing focuses on the complete business-consumer relationship, from internet marketing, social media, professional selling, international marketing, and consumer behavior. You’ll gain competencies in the technical skills of search engine optimization and data analytics as you gain a complete understanding of the dynamic field of marketing and its impact on an organization’s success.
What is Marketing?
Marketing is strategic communication between an organization and its customers. And, it can have multiple goals. Marketing raises awareness of a product or service, helps acquire new customers, generates sales leads, builds brand reputation, boosts brand engagement, establishes an organization as a thought-leader, reaffirms value for consumers, grows a social media presence, and so much more.
To be truly effective a marketing professional must:
- Understand Their Audience: Through in-depth consumer research, marketers can gain deep and profound insight into who is buying their products and services, and why.
- Identify Needs/Goals of Customers: Understanding what consumers need and why can help marketers discern how these opportunities can lead to new or revised product lines and services.
- Build Trust and Communicate Information: Sharing product benefits and value enables consumers to make informed decisions on products and services.
- Boost Brand Awareness: Engagement with your brand tells you that your audience is listening, watching, and interested in what you're doing.
RIT's Marketing Bachelor's Degree
In RIT's marketing degree, you will gain a solid understanding of the business activities that fall under the marketing umbrella. These include identifying and selecting target markets; developing, placing, and promoting goods and services; managing relationships among organizations and their customers; and analyzing the successfulness of marketing campaigns and activities.
Business Marketing Courses
Throughout your marketing courses you'll study business-consumer relationships from multiple angles as you learn about the power and influence of internet marketing, social media, search engine optimization (SEO), search engine marketing (SEM), and data analytics on consumer awareness and behavior. A range of business marketing courses also cover strategic management, marketing analytics, and marketing strategy. You'll also gain practical experience by developing marketing plans. Through a range of projects, you'll work independently and in teams to solve marketing challenges. Studying marketing through course work is only one part of your experience. Through classroom experiences and your work on real and simulated business challenges, you'll develop leadership and communication skills while you gain proficiency in analyzing and understanding buyers, developing and delivering professional sales presentations, and designing and implementing marketing research projects. You'll graduate ready to create and critically evaluate strategic marketing plans.
Marketing Electives
As part of the marketing major, you will select elective courses in a range of topic that enable you to further explore areas of marketing and gain an understanding of additional topics, including global marketing, digital entrepreneurship, marketing research, and more.
Furthering Your Education in Marketing
Today’s careers require advanced degrees grounded in real-world experience. RIT’s Combined Accelerated Bachelor’s/Master’s Degrees enable you to earn both a bachelor’s and a master’s degree in as little as five years of study, all while gaining the valuable hands-on experience that comes from co-ops, internships, research, study abroad, and more.
- +1 MBA Early Acceptance Pathway: Successful RIT applicants who are offered admission into the BS degree in marketing as an incoming first-year student may also be offered conditional early acceptance into the +1 MBA Early Acceptance Pathway. This option enables you to earn both your BS degree and an MBA in as little as five years of study. Learn how the +1 MBA Early Acceptance Pathway can help you add a competitive advantage to your studies.
- +1 MBA: Students who enroll in a qualifying undergraduate degree have the opportunity to add an MBA to their bachelor’s degree after their first year of study, depending on their program. Learn how the +1 MBA can accelerate your learning and position you for success.
Careers and Experiential Learning
Typical Job Titles
- Executive Assistant
- Account Development Representative
- Service Sales Representative
- Marketing Associate
- Marketing Coordinator
- ETL Developer
Industries
- Real Estate
- Advertising, PR, and Marketing
- Environmental Services
- Telecommunications
- Health Care
Cooperative Education
What’s different about an RIT education? It’s the career experience you gain by completing cooperative education and internships with top companies in every single industry. You’ll earn more than a degree. You’ll gain real-world career experience that sets you apart. It’s exposure–early and often–to a variety of professional work environments, career paths, and industries.
Co-ops take your knowledge and turn it into know-how. Business co-ops provide hands-on experience that enables you to apply your knowledge of business, management, finance, accounting, and related fields in professional settings. You'll make valuable connections between course work and real-world applications as you build a network of professional contacts.
Students in the marketing degree are required to complete at least one block of cooperative education.
Careers in Marketing
Careers in marketing are vast, dynamic, and multifaceted. And, with marketing needs in nearly every single industry, you can work in an area in which you have a particular passion, such as higher education, consumer goods, retail, entertainment, law, health care, and so much more. You'll find opportunities in all industries to create value for consumers, better understand your key audiences, and create opportunities to build or strengthen brand awareness.
Marketing encompasses a range of career opportunities that span from the creative (content creators, copywriters, storytellers) to the analytical (marketing research, SEO, SEM) to the logistics (sales, media buying/media placement), to the strategy (product/brand managers, chief marketing officers).
Featured Work and Profiles
- Synapse, Los Angeles, California
- greyhealth group, New York, NY
- L'Oréal USA, New York, NY
- Less Is More In Semiconductor Manufacturing
- Research Insights: Health Communication Technology and COVID-19
- 2024 Fulbright Scholar: Sarah Sabal
Curriculum for Marketing BS
Marketing, BS degree, typical course sequence
- First Year
- ACCT-110: Financial Accounting
- ACCT-210: Management Accounting
- BANA-255: Data Literacy, Analytics, and Decision Making
- ECON-101: Principles of Microeconomics
- ECON-201: Principles of Macroeconomics
- MATH-161: Applied Calculus
- MGIS-130: Information Systems & Technology
- MGMT-101: Business 1: Introduction to Business Communication, Planning, and Analysis
- MGMT-102: Business 2: Business Planning and Professional Development
- STAT-145: Introduction to Statistics I
- YOPS-10: RIT 365: RIT Connections
- Second Year
- COMM-253: Communication
- FINC-220: Financial Management
- INTB-225: Global Business Environment
- MGMT-215: Organizational Behavior
- MKTG-230: Principles of Marketing
- MKTG-320: Digital Marketing
- SCBI-035: Careers in Business
- STAT-146: Introduction to Statistics II
- Third Year
- DECS-310: Operations Management
- MGMT-340: Business Ethics and Corporate Social Responsibility
- MKTG-350: Consumer Behavior
- MKTG-365: Marketing Analytics
- MKTG-499: Marketing Co-op
- Fourth Year
- MGMT-560: Strategic Management
- MKTG-550: Marketing Strategy
Marketing Electives
- ISTE-105: Web Foundations
- ISTE-305: Rapid Online Presence
- MAAT-101: Cross Media Foundations
- MAAT-106: Typography and Page Design
- MAAT-107: Imaging
- MGIS-360: Building a Web Business
- MGMT-360: Digital Entrepreneurship
- MKTG-310: Marketing Research
- MKTG-330: Global Marketing
- MKTG-360: Professional Selling
- MKTG-370: Advertising and Promotion Management
- MKTG-410: Search Engine Marketing and Analytics
- MKTG-430: Social Media Marketing
- MKTG-489: Seminar in Marketing
Admissions and Financial Aid
First-Year Admission
First-year applicants are expected to demonstrate a strong academic background that includes:
- 4 years of English
- 3 years of social studies and/or history
- 3 years of math is required and must include algebra, geometry, and algebra 2/trigonometry. Pre-calculus is preferred.
- 2-3 years of science
Transfer Admission
Transfer applicants should meet these minimum degree-specific requirements:
- A minimum of college algebra is required. Pre-calculus or calculus is preferred.
Financial Aid and Scholarships
100% of all incoming first-year and transfer students receive aid.
RIT’s personalized and comprehensive financial aid program includes scholarships, grants, loans, and campus employment programs. When all these are put to work, your actual cost may be much lower than the published estimated cost of attendance.
Accreditation
Saunders College of Business undergraduate and graduate programs are fully accredited by the Association to Advance Collegiate Schools of Business (AACSB) International, the premier accrediting organization for business schools. Less than five percent of the institutions granting business degrees have received this accreditation.
Faculty
- Deborah Colton-Hebert: Associate Professor
- Neil Hair: Executive Director, Center for Teaching and Learning
- Laura Dwyer: Adjunct Faculty
Related News
- May 22, 2025: Saunders College of Business at RIT will recognize alumnus James G. Gould with 2025 Vanden Brul Award
- April 30, 2025: Climate change is making coffee more expensive. Tariffs likely will too.
- April 21, 2025: RIT solidifies its place in LA
Program Outline
Marketing is a critical element in the success of modern business operations. The overall process of entering markets, creating value for customers, and developing profits is the fundamental challenge for the contemporary marketing manager. RIT’s marketing degree focuses on the complete business-consumer relationship, from internet marketing, social media, professional selling, international marketing, and consumer behavior. You’ll gain competencies in the technical skills of search engine optimization and data analytics as you gain a complete understanding of the dynamic field of marketing and its impact on an organization’s success.
What is Marketing?
Marketing is strategic communication between an organization and its customers. And, it can have multiple goals. Marketing can raise awareness of a product or service, help acquire new customers, generate sales leads, build brand reputation, boost brand engagement, establish an organization as a through-leader, reaffirm value for consumers, grow a social media presence, and more.
To be truly effective at marketing, a marketing professional must:
- Understand their audience: Through in-depth consumer research, marketers can gain deep and profound insight into who is buying their products and services, and why.
- Identify the needs/goals of customers: Understanding what consumers need and why can help marketers discern how these opportunities can lead to new or revised product lines and services.
- Build trust and communicate information: Sharing product benefits and value enables consumers to make informed decisions on products and services.
- Boost brand awareness: Engagement in your brand tells you that your audience is listening, watching, and interested in what you're doing.
Marketing Courses
In RIT's marketing degree, you will gain a solid understanding of the business activities that fall under the marketing umbrella. These include learning how to identify and select target markets; the development, placement, and promotion of goods and services; the management of relationships among organizations and their customers, and analyzing the successfulness of marketing campaigns and activities.
You'll study business-consumer relationships from multiple angles as you learn about the power and influence of internet marketing, social media, search engine optimization (SEO), search engine marketing (SEM), and data analytics on consumer awareness and behavior. Course work also covers professional selling and international marketing. You'll also gain practical experience creating strategic marketing plans. Through a range of projects, you'll learn to work independently and in teams to solve marketing challenges. Through classroom experiences and your work on real and simulated business challenges, you'll develop leadership and communication skills. You'll gain proficiency in analyzing and understanding buyers, developing and delivering professional sales presentations, and designing and implementing marketing research projects. You'll graduate ready to create and critically evaluate strategic marketing plans.
Combined Accelerated Bachelor's/Master's Degrees
Today’s careers require advanced degrees grounded in real-world experience. RIT’s Combined Accelerated Bachelor’s/Master’s Degrees enable you to earn both a bachelor’s and a master’s degree in as little as five years of study, all while gaining the valuable hands-on experience that comes from co-ops, internships, research, study abroad, and more.
+1 MBA Early Acceptance Pathway: Successful RIT applicants who are offered admission into the BS degree in marketing as an incoming first-year student may also be offered conditional early acceptance into the +1 MBA Early Acceptance Pathway. This option enables you to earn both your BS degree and an MBA in as little as five years of study. Learn how the +1 MBA Early Acceptance Pathway can help you add a competitive advantage to your studies.
+1 MBA: Students who enroll in a qualifying undergraduate degree have the opportunity to add an MBA to their bachelor’s degree after their first year of study, depending on their program. Learn how the +1 MBA can accelerate your learning and position you for success.
Careers and Experiential Learning
Salary and Career Information for Marketing BS
Cooperative Education
What’s different about an RIT education? It’s the career experience you gain by completing cooperative education and internships with top companies in every single industry. You’ll earn more than a degree. You’ll gain real-world career experience that sets you apart. It’s exposure–early and often–to a variety of professional work environments, career paths, and industries.
Co-ops take your knowledge and turn it into know-how. Business co-ops provide hands-on experience that enables you to apply your knowledge of business, management, finance, accounting, and related fields in professional settings. You'll make valuable connections between course work and real-world applications as you build a network of professional contacts.
Students in the marketing degree are required to complete at least one block of cooperative education.
Careers in Marketing
Careers in marketing are vast, dynamic, and multifaceted. And, with marketing needs in nearly every single industry, you can work in an area in which you have a particular passion, such as higher education, consumer goods, retail, entertainment, law, health care, and so much more. You'll find that there are opportunities in all industries to create value for consumers, to better understand your key audiences, and to create opportunities to build or strengthen brand awareness.
Marketing encompasses a range of career opportunities that span from the creative (content creators, copywriters, storytellers) to the analytical (marketing research, SEO, SEM) to the logistics (sales, media buying/media placement), to the strategy (product/brand managers, chief marketing officers).
SHOW MORE
About University
Rochester Institute of Technology (Dubai)
Overview:
Rochester Institute of Technology (Dubai) is a branch campus of the renowned Rochester Institute of Technology in the United States. Located in Dubai Silicon Oasis, a special economic zone for knowledge and innovation, RIT Dubai offers a comprehensive range of undergraduate and graduate programs in various fields, including engineering, business, computing, and design. The institution is committed to providing students with a high-quality American education in a dynamic and international setting.
Services Offered:
RIT Dubai provides a wide array of services to support student success, including:
Academic Support Center:
- Offers tutoring, study skills workshops, and other resources to enhance academic performance.
Advising Resources:
- Provides guidance on academic planning, career exploration, and personal development.
Health and Wellness:
- Offers access to healthcare services, counseling, and wellness programs.
Athletics and Recreation:
- Provides opportunities for students to participate in sports, fitness activities, and recreational programs.
Student Leadership:
- Encourages student involvement in clubs, organizations, and leadership initiatives.
Student Accommodation:
- Offers on-campus housing options for students.
Parking and Transportation:
- Provides parking facilities and transportation services for students.
Student Life and Campus Experience:
RIT Dubai fosters a vibrant and inclusive campus community where students can engage in a variety of activities and experiences, including:
Student Life at RIT Dubai:
- Offers opportunities for students to connect with peers, participate in social events, and explore cultural activities.
New Student Orientation:
- Provides a welcoming introduction to campus life and resources.
Co-op and Internship Program:
- Offers students practical work experience through co-op and internship opportunities.
Key Reasons to Study There:
American Degree:
- RIT Dubai offers a true American degree, recognized globally for its quality and rigor.
State-of-the-Art Campus:
- The campus features modern facilities and technology to support learning and research.
Co-op and Internship Program:
- Provides students with valuable work experience and career development opportunities.
Study Abroad Options:
- Offers students the chance to study at other RIT campuses or partner institutions around the world.
Global Connectivity:
- RIT Dubai is located in a dynamic and international hub, providing students with diverse perspectives and networking opportunities.
Academic Programs:
RIT Dubai offers a range of undergraduate and graduate programs, including:
Undergraduate Programs:
- Bachelor of Fine Arts in New Media Design
- Bachelor of Science in Psychology
- Bachelor of Science in Industrial Engineering
- Bachelor of Science in Cybersecurity
- Bachelor of Science in Computing and Information Technologies
- Bachelor of Science in Electrical Engineering
- Bachelor of Science in Mechanical Engineering
- Bachelor of Science in Marketing
- Bachelor of Science in Finance
- Bachelor of Science in Global Business Management
Graduate Programs:
- Master of Science in Organizational Leadership and Innovation
- Masters of Science in Professional Studies: Future Foresight and Planning
- Masters of Science in Engineering Management
- Masters of Science in Mechanical Engineering
- Masters of Science in Professional Studies: Data Analytics
- Masters of Science in Professional Studies: Smart Cities
- Masters of Science in Cybersecurity
- Masters of Science in Electrical Engineering
Other:
- RIT Dubai has a strong focus on innovation and entrepreneurship, with dedicated labs and centers supporting student projects and research.
- The institution boasts a diverse student body representing over 75 nationalities, creating a rich and multicultural learning environment.
- RIT Dubai has a high employability rate, with over 80% of graduates securing employment within six months of graduation.
- The institution has a strong network of alumni, providing students with valuable connections and career support.
Total programs
226
Average ranking globally
#442
Average ranking in the country
#132
Admission Requirements
View Printable Curriculum
Marketing, BS degree, typical course sequence
| Course | Sem. Cr. Hrs. | |
|---|---|---|
| First Year | ||
| ACCT-110 | Financial Accounting |
3 |
An introduction to the way in which corporations report their financial performance to interested stakeholders such as investors and creditors. Coverage of the accounting cycle, generally accepted accounting principles, and analytical tools help students become informed users of financial statements. (This course is available to RIT degree-seeking undergraduate students.) Lecture 3 (Fall, Spring, Summer). | ||
| ACCT-210 | Management Accounting |
3 |
Introduction to the use of accounting information by managers within a business. Explores the value of accounting information for the planning and controlling of operations, assessing the cost of a product/service, evaluating the performance of managers, and strategic decision making. (Prerequisites: ACCT-110 or NACC-205 or equivalent course.) Lecture 3 (Fall, Spring, Summer). | ||
| BANA-255 | Data Literacy, Analytics, and Decision Making |
3 |
This course serves as an introduction to the uses (and potential misuses) of data in a wide variety of social settings, including the exploration of contemporary techniques to analyze such data. Data acquisition, cleansing, management, analysis, and visualization will be addressed through hands-on projects. Project work will include contemporary social problems addressed using a dynamic set of resources and technologies. An emphasis will be placed on how insights gleaned from data analysis can be used to guide individual and group decision-making scenarios. Lecture 3 (Fall, Spring). | ||
| ECON-101 | Principles of Microeconomics (General Education – Global Perspective) |
3 |
Microeconomics studies the workings of individual markets. That is, it examines the interaction of the demanders of goods and services with the suppliers of those goods and services. It explores how the behavior of consumers (demanders), the behavior of producers (suppliers), and the level of market competition influence market outcomes. Lecture 3 (Fall, Spring). | ||
| ECON-201 | Principles of Macroeconomics (General Education) |
3 |
Macroeconomics studies aggregate economic behavior. The course begins by presenting the production possibilities model. This is followed by a discussion of basic macroeconomic concepts including inflation, unemployment, and economic growth and fluctuations. The next topic is national income accounting, which is the measurement of macroeconomic variables. The latter part of the course focuses on the development of one or more macroeconomic models, a discussion of the role of money in the macroeconomy, the aggregate supply-aggregate demand framework, and other topics the individual instructor may choose. (Prerequisites: ECON-101 or completion of one (1) 400 or 500 level ECON course.) Lecture 3 (Fall, Spring, Summer). | ||
| MATH-161 | Applied Calculus (General Education) |
4 |
This course is an introduction to the study of differential and integral calculus, including the study of functions and graphs, limits, continuity, the derivative, derivative formulas, applications of derivatives, the definite integral, the fundamental theorem of calculus, basic techniques of integral approximation, exponential and logarithmic functions, basic techniques of integration, an introduction to differential equations, and geometric series. Applications in business, management sciences, and life sciences will be included with an emphasis on manipulative skills. (Prerequisite: C- or better in MATH-101, MATH-111, MATH-131, NMTH-260, NMTH-272 or NMTH-275 or Math Placement Exam score greater than or equal to 45.) Lecture 4 (Fall, Spring). | ||
| MGIS-130 | Information Systems & Technology |
3 |
To be successful in our globally-networked business environment, contemporary management professionals must have a strong grounding in the principles of information and information technology. This course provides an introduction to the field of management information systems (MIS), including the tools and techniques for managing information and information technologies within organizations. We place a particular emphasis on the nature of systems, the role of information in business processes, the management of data, and the planning of MIS design projects. Lecture 3 (Fall, Spring). | ||
| MGMT-101 | Business 1: Introduction to Business Communication, Planning, and Analysis |
3 |
This is the first of a two-course sequence, 4 credit year long experience, comprising the freshman-integrated experience. In Business 1, students will be introduced to the key functional areas of business, discuss current factors, events, and trends that impact business, build professional, personal leadership, communication, and teamwork skills, and evaluate business decisions, and the business plan process. By understanding the key functions of business and analyzing business decisions in Business 1, students will be able to then develop their own business ideas in Business 2. (Co-requisite: MGIS-101 or equivalent course.) Lecture 3 (Fall). | ||
| MGMT-102 | Business 2: Business Planning and Professional Development |
1 |
This course, the second in the First-year Business 4 Credit Experience, applies business and technology tools to create a modified business plan. Supported by guest speakers on a variety of professional development topics, along with student and professional mentors, students in this project-centered course use the Business Model Canvas innovation tool and learn to identify and communicate the nine key elements of a business model. Students will complete a team project that outlines the business case for a new product or service to address a selected challenge or opportunity. Student teams present a business case in both a one-page document and a 10-minute presentation pitch. (Prerequisites: MGMT-101 or MGMT-150 or equivalent course.) Lecture 1 (Fall, Spring). | ||
| STAT-145 | Introduction to Statistics I (General Education – Mathematical Perspective A) |
3 |
This course introduces statistical methods of extracting meaning from data, and basic inferential statistics. Topics covered include data and data integrity, exploratory data analysis, data visualization, numeric summary measures, the normal distribution, sampling distributions, confidence intervals, and hypothesis testing. The emphasis of the course is on statistical thinking rather than computation. Statistical software is used. (Prerequisite: MATH-101 or MATH-111 or NMTH-260 or NMTH-272 or NMTH-275 or a math placement exam score of at least 35.) Lecture 3 (Fall, Spring, Summer). | ||
| YOPS-10 | RIT 365: RIT Connections |
0 |
RIT 365 students participate in experiential learning opportunities designed to launch them into their career at RIT, support them in making multiple and varied connections across the university, and immerse them in processes of competency development. Students will plan for and reflect on their first-year experiences, receive feedback, and develop a personal plan for future action in order to develop foundational self-awareness and recognize broad-based professional competencies. Lecture 1 (Fall, Spring). | ||
General Education – First Year Writing (WI) |
3 | |
| Second Year | ||
| COMM-253 | Communication (General Education) |
3 |
An introduction to communication contexts and processes emphasizing both conceptual and practical dimensions. Participants engage in public speaking, small group problem solving and leadership, and writing exercises while acquiring theoretical background appropriate to understanding these skills. Lecture 3 (Fall, Spring). | ||
| FINC-220 | Financial Management |
3 |
Basic course in financial management. Covers business organization, time value of money, valuation of securities, capital budgeting decision rules, risk-return relation, Capital Asset Pricing Model, financial ratios, global finance, and working capital management. (Prerequisites: (ECON-101 or ECON-201) and ACCT-110 and (STAT-145 or STAT-251 or CQAS-251 or MATH-251 or MATH-252 or STAT-205) or equivalent courses.) Lecture 3 (Fall, Spring, Summer). | ||
| INTB-225 | Global Business Environment (General Education) |
3 |
Being an informed global citizen requires an understanding of the global business environment. Organizations critical to the development of the global business environment include for-profit businesses, non-profits, governmental, non-governmental, and supranational agencies. This course introduces students to the interdependent relationships between organizations and the global business environment. A holistic approach is used to examine the diverse economic, political, legal, cultural, and financial systems that influence both organizations and the global business environment. (This course is available to RIT degree-seeking undergraduate students.) Lecture 3 (Fall, Spring). | ||
| MGMT-215 | Organizational Behavior |
3 |
As an introductory course in managing and leading organizations, this course provides an overview of human behavior in organizations at the individual, group, and organizational level with an emphasis on enhancing organizational effectiveness. Topics include: individual differences, work teams, motivation, communication, leadership, conflict resolution, organizational culture, and organizational change. (This class is restricted to undergraduate students with at least 2nd year standing.) Lecture 3 (Fall, Spring, Summer). | ||
| MKTG-230 | Principles of Marketing |
3 |
An introduction to the field of marketing, stressing its role in the organization and society. Emphasis is on determining customer needs and wants and how the marketer can satisfy those needs through the controllable marketing variables of product, price, promotion and distribution. (This class is restricted to undergraduate students with at least 2nd year standing.) Lecture 3 (Fall, Spring, Summer). | ||
| MKTG-320 | Digital Marketing (WI-PR) |
3 |
Internet marketing is critical to an organization's overall strategy. This course focuses on tactics and strategies that enable marketers to fully leverage the internet. Topics include the overall internet marketing landscape, technologies, customer segmenting and targeting, search, analytics and emerging internet-marketing platforms. (Prerequisites: MKTG-230 or NBUS-227 or equivalent course.) Lecture 3 (Fall, Spring). | ||
| SCBI-035 | Careers in Business |
0 |
This course consists of a series of workshops designed to introduce business students to the skills needed to be successful in job and coop searches and applications to graduate schools. Students will establish their career goals, create material (e.g., resume, cover letter), and acquire skills needed to achieve these goals. (AL2,3,4-DegS) Lecture 8 (Fall, Spring). | ||
| STAT-146 | Introduction to Statistics II (General Education – Mathematical Perspective B) |
4 |
This course is an elementary introduction to the topics of regression and analysis of variance. The statistical software package Minitab will be used to reinforce these techniques. The focus of this course is on business applications. This is a general introductory statistics course and is intended for a broad range of programs. (Prerequisites: STAT-145 or equivalent course.) Lecture 6 (Fall, Spring, Summer). | ||
Open Elective |
3 | |
General Education – Artistic Perspective |
3 | |
General Education – Social Perspective |
3 | |
| Third Year | ||
| DECS-310 | Operations Management |
3 |
A survey of operations and supply chain management that relates to both service- and goods- producing organizations. Topics include operations and supply chain strategies; ethical behavior; forecasting; product and service design, including innovation and sustainability; capacity and inventory management; lean operations; managing projects; quality assurance; global supply chains; and the impacts of technology. (Prerequisites: STAT-145 or MATH-251 or equivalent courses.) Lecture 3 (Fall, Spring, Summer). | ||
| MGMT-340 | Business Ethics and Corporate Social Responsibility (General Education – Ethical Perspective) |
3 |
This course applies concepts of ethics to business at the macro level and at the micro level. At the macro level the course examines competing business ideologies exploring the ethical concerns of capitalism as well as the role of business in society. At the micro level the course examines the role of the manager in establishing an ethical climate with an emphasis on the development of ethical leadership in business organizations. The following topics are typically discussed: the stakeholder theory of the firm, corporate governance, marketing and advertising ethics, the rights and responsibilities of employees, product safety, ethical reasoning, business's responsibility to the environment, moving from a culture of compliance to a culture of integrity, and ethical leadership. (This class is restricted to undergraduate students with at least 2nd year standing.) Lecture 3 (Fall, Spring). | ||
| MKTG-350 | Consumer Behavior |
3 |
A study of the determinants of buying behaviors. Emphasis is on identifying target markets and customer needs, internal and external influences on lifestyle and understanding the buying decision process. (Prerequisites: MKTG-230 or NBUS-227 or equivalent course.) Lecture 3 (Fall, Spring). | ||
| MKTG-365 | Marketing Analytics |
3 |
Marketing analytics is the practice of measuring, managing and analyzing marketing performance to maximize its effectiveness and optimize return on investment (ROI). Understanding marketing analytics allows marketers to be more efficient at their jobs and minimize wasted online and offline marketing dollars. It also provides marketers with the information necessary to help support company investment in marketing strategy and tactics.
This course provides the participant with the necessary knowledge and practical insights that will help a marketing manager get more out of available data and take strategic advantage of the analysis. This interactive, participatory course is designed to answer key questions: “What is marketing analytics, how can marketing analytics improve my marketing efforts and how can I integrate marketing analytics into my business? (Prerequisites: MKTG-230 and STAT-145 or equivalent courses.) Lecture 3 (Fall, Spring). | ||
| MKTG-499 | Marketing Co-op (summer) |
0 |
One semester of paid work experience in marketing. (This class is restricted to undergraduate students with at least 3rd year standing.) CO OP (Fall, Spring, Summer). | ||
General Education – Immersion 1, 2 |
6 | |
General Education – Natural Science Inquiry Perspective† |
3 | |
General Education – Scientific Principles Perspective |
3 | |
Marketing Electives |
6 | |
| Fourth Year | ||
| MGMT-560 | Strategic Management |
3 |
A capstone course drawing upon major business functions—accounting, finance, marketing, operations management, and organizational theory and how strategic managers integrate functional theories and concepts to create competitive advantage. The course provides an integrated perspective of business organizations toward the achievement of enhanced profitability and a sustainable competitive advantage. Topics include the analysis of business environments, industry attractiveness, and competitive dynamics. Students learn how to formulate and implement effective business-level, corporate-level, and global strategies using theories, cases and a simulation. (Prerequisites: MGMT-215 and MKTG-230 and FINC-220 and DECS-310 or equivalent courses.) Lecture 3 (Fall, Spring, Summer). | ||
| MKTG-550 | Marketing Strategy (WI-PR) |
3 |
A capstone course that gives the student an in-depth knowledge of middle- and upper-management-level marketing problems and processes. Topics include tools used by marketing managers in the development, implementation and control of marketing plans. * Note: A completed co-op (MKTG-499) is required. (Prerequisite: MKTG-230 and MKTG-499 or MKTG-399 or MKTG-488 or equivalent course and 4th year standing.) Lecture 3 (Fall, Spring). | ||
Open Electives |
9 | |
General Education – Immersion 3 |
3 | |
General Education – Electives |
9 | |
Marketing Elective |
3 | |
| Total Semester Credit Hours | 123 |
|
Please see General Education Curriculum (GE) for more information.
(WI) Refers to a writing intensive course within the major.
Please see Wellness Education Requirement for more information. Students completing bachelor's degrees are required to complete two different Wellness courses.
† Students will satisfy this requirement by taking either a 3 or 4 credit hour lab science course. If a science course consists of separate lecture and laboratory sections, students must take both the lecture and lab portions to satisfy the requirement.
Marketing Electives
| Course | ||
|---|---|---|
| ISTE-105 | Web Foundations |
|
A hands-on introduction to Internet and web foundations for non-computing majors. Includes HTML (Hypertext Markup Language) and CSS (Cascading Stylesheets), web page design fundamentals, basic digital image manipulation, and web site implementation and maintenance. Students will design and build their own web sites using the latest technologies and deploy them to the web for world-wide access. (This class is restricted to non-computing majors. Students in GCCIS are not eligible to take this course.) Lec/Lab 3 (Fall, Spring). | ||
| ISTE-305 | Rapid Online Presence |
|
Although large-scale web sites still require considerable development effort, there are today several options for establishing a web presence using tools designed for non-programmers. This course gives students understanding of and experience with installing and customizing websites using tools such as Blogs, Wikis, content management systems, and website toolkits. (Prerequisites: ISTE-105 or ISTE-140 or equivalent course.) Lec/Lab 3 (Fall). | ||
| MAAT-101 | Cross Media Foundations |
|
This course introduces students to the graphic media industry by studying its history, culture, technologies, markets and workers. The course provides an orientation to production concepts, working environments, hardware and software tools, languages, working standards and cultures of the industry. Lab 3 (Fall, Spring). | ||
| MAAT-106 | Typography and Page Design |
|
The course provides an introduction to the theoretical and practical foundations of typography and page design. Students study the history, aesthetics, and technology of typography, and current methods of page composition. Projects include design and production methods, using current software tools and fonts for typography in print and monitor display. Students will apply their acquired knowledge to make informed decisions in the practice of typography and page composition. (Prerequisites: MAAT-101 or equivalent course.) Lab 2 (Spring). | ||
| MAAT-107 | Imaging |
|
This course covers skills and competencies necessary to create, manage and edit digital images. Students work with digital hardware, software, and learn relevant terminology. Various processes of image reproduction from acquisition to manipulation, and output of optimized files are addressed. Lab 2 (Fall). | ||
| MGIS-360 | Building a Web Business |
|
This course gives students both a conceptual and hands-on understanding of the launching of web businesses. Students will study the full process of web business creation, including domain name registration, frameworks for application creation, hosting of web applications and search engine optimization. Students will apply their knowledge by designing and building a business website that can actually make money. Lecture 3 (Fall, Spring). | ||
| MGMT-360 | Digital Entrepreneurship |
|
Digital Entrepreneurship brings together state-of-the-art knowledge in digital business practices with basic instruction in entrepreneurship and business planning. This highly interactive, applied experience will allow students to develop business ideas, discover RIT resources that support new ventures, network with and learn from industry experts, and complete a professional plan to communicate and advance a digital business venture. Student work for this course will involve research and analysis of electronic marketplaces and, ultimately, the design and development of competitive digital startups. Lecture 3 (Fall, Spring, Summer). | ||
| MKTG-310 | Marketing Research |
|
Marketing research focuses on methods used to understand the changing needs of customers and markets to guide the decision-making of managers. The course emphasizes the data-driven elements of the marketing research process. Through hands-on methods, students will work through research problem formulation, data sources, data collection methods, and analysis. (Prerequisites: MKTG-230 and STAT-146 or equivalent courses.) Lecture 3 (Fall, Spring). | ||
| MKTG-330 | Global Marketing |
|
A hands-on course focusing on developing marketing strategies for entering and competing in foreign countries. Topics include foreign market opportunity assessment, developing commercialization and entry strategies, understanding foreign customers and distribution channels, and communicating value through advertising and promotion in different markets. (Prerequisites: MKTG-230 or equivalent course.) Lecture 3 (Fall, Spring). | ||
| MKTG-360 | Professional Selling |
|
Selling concepts, tools, strategies, and tactics are discussed as they apply to both external and internal customers. Students learn and experience some of problems faced and rewards earned by those in professional sales. Customer relationship management/partnering with customers and truly seeking to meet their requirements are discussed as key to long-term success. (Prerequisites: MKTG-230 or NBUS-227 or equivalent course and 3rd year standing.) Lecture 3 (Fall, Spring). | ||
| MKTG-370 | Advertising and Promotion Management |
|
An in-depth view of tools of promotion management: advertising, sales promotion, public relations, personal selling, direct marketing and internet marketing as well as new and alternative media. Basic concepts of how to use print, broadcast, internet and out-of-home media are studied. Planning, budgeting, creative strategy, and the roles of advertising agencies are also covered. (Prerequisites: MKTG-230 or NBUS-227 or equivalent course.) Lecture 3 (Fall). | ||
| MKTG-410 | Search Engine Marketing and Analytics |
|
An examination of search engine marketing strategies to maximize site traffic, lower customer acquisition costs and boost conversion rates. Marketing frameworks provide the basis for the hands-on examination of search engine marketing and web analytics. (Prerequisites: MKTG-320 or equivalent course.) Lecture 3 (Fall, Spring). | ||
| MKTG-430 | Social Media Marketing |
|
This course introduces the student to the general theories of Social Media Marketing and its relevance and importance as a Marketing tool. The student will learn how to create campaigns and the strategies and tactics in the most popular social media platforms, as generate reports and actions based on social media analytics. (Prerequisites: MKTG-230 or NBUS-227 or equivalent course and 3rd year standing.) Lecture 3 (Fall, Spring). | ||
| MKTG-489 | Seminar in Marketing |
|
Current issues in marketing are the focus of the course. Topics have included direct and database marketing, pricing, advanced marketing research and other current issues in marketing based on student and faculty interest. (Prerequisites: MKTG-230 or NBUS-227 or equivalent course and 3rd year standing.) Lecture 3 . | ||
Location
Video
Gallery
