- Faculty
- Field Description
- The Major in Marketing Management
- The Major in International Business
- Minors for Business Major
- Minors for Non-Business Major
- Courses
- Department of Marketing and International Business Web Site
Field Description
Marketing is a strategic process of planning and executing the conception, pricing, promotion, and distribution of goods and services to create exchanges that satisfy consumer and organizational objectives. Through its development and management of brand equity, marketing is fundamental to the successful functioning and profitability of any business, large or small. Students can examine the overall marketing management process by taking the general marketing track or may elect to focus on the advertising and marketing communication track or international marketing track.
International business is a multidisciplinary field of relevance to students of business with a broad range of interests and in preparation for careers in organizations ranging from small import-export firms to large multinational corporations.
The department offers a major in marketing management and a major in international business.
The Major in Marketing Management
The Department of Marketing and International Business offers a wide variety of courses to meet the specific career orientations of students interested in any facet of the marketing and international business process. While students will earn BBA degrees in marketing management, the scope and depth of course offerings permit students a choice of designing their own program by taking designated courses from one of five different tracks:
- General Marketing
- Advertising and Marketing Communication
- International Marketing
- Digital Marketing
- Marketing Analytics
In the track that you choose, you must fulfill the track requirements described below. Your transcript will indicate that you have a major in marketing management with one of the five tracks that you have chosen.
Honors in Marketing: The Department of Marketing and International Business offers honors courses to eligible students who undertake individual projects or a thesis under the direct supervision of an honors advisor for a total of 6 elective credits.
Internship Programs: All tracks offer an internship program to qualified advanced students who meet department criteria.
Information on the Honors Program and on the internship programs can be obtained from the department office, located in Room 12-240 of the Newman Vertical Campus.
Program Learning Goals
General Marketing Knowledge | Students will gain and apply general marketing knowledge |
Consumer Behavior | Students will understand and explain how consumer behavior influences key marketing decisions. |
Strategy | Students will analyze a marketing situation to determine the course of action the organization must undertake based on the organization’s competitive advantage |
Critical Thinking Skills | Students will demonstrate the analytical and critical thinking needed to evaluate marketing problems |
General Marketing TrackRequired Courses | ||
International Business Principles | 3 credits | |
Marketing Research | 3 credits | |
Consumer Behavior | 3 credits | |
Marketing Strategy | 3 credits | |
Major Electives Four additional courses to be chosen from the following: | ||
Interactive Design: Designing Innovative Digital Products and Services | 3 credits | |
Persuasion and Customer Decision | 3 credits | |
Making Advertising and Marketing Communications | 3 credits | |
Special Topics in Marketing* | 3 credits | |
Media Planning | 3 credits | |
Marketing Web Analytics and Intelligence | 3 credits | |
Advertising Creative Strategy and Tactics | 3 credits | |
Direct Marketing I: Strategies and Tactics | 3 credits | |
Advertising Account Management | 3 credits | |
Public Relations | 3 credits | |
Search Marketing | 3 credits | |
International Trade Financing | 3 credits | |
International Trade Operation | 3 credits | |
International Marketing Research and Management | 3 credits | |
International Supply Chain Management | 3 credits | |
Special Topics in Advertising and Marketing Communications* | 3 credits | |
Marketing Channels | 3 credits | |
Branding | 3 credits | |
Internet Marketing | 3 credits | |
Digital Advertising | 3 credits | |
Entertainment Marketing | 3 credits | |
Marketing Analytics | 3 credits | |
Special Topics in Digital Marketing* | 3 credits | |
Text Analytics for Marketing | 3 credits | |
Marketing Analytics with Big Data | 3 credits | |
Special Topics in Marketing Analytics* | 3 credits | |
Advertising Account Planning | 3 credits | |
Selling and Sales Management | 3 credits | |
Communications Skills for Selling and Marketing | 3 credits | |
Retailing I: Retail Marketing | 3 credits | |
Retailing II: Retailing Management and Merchandising | 3 credits | |
Social Media Marketing and New Ventures | 3 credits | |
Independent Study | 3 credits | |
Advertising Campaigns I: Ad Competition | 3 credits | |
Advertising Campaigns II: Ad Competition | 3 credits | |
Marketing Consulting Practicum | 3 credits | |
Product Planning | 3 credits | |
Technology, Innovation, and the Global Enterprise** | 3 credits | |
International Economics and Finance** | 3 credits | |
Law and Entrepreneurship** | 3 credits | |
Law and International Business** | 3 credits | |
Law of Unfair Competition and Intellectual Property** | 3 credits | |
Law and the Entertainment Business** | 3 credits | |
Management of Multinational Corporations** | 3 credits | |
Note: (internship) may be taken as an additional course as your free elective, but it cannot be taken to satisfy the requirements for the track.*May be taken more than once if a different topic is dealt with. Topics are announced in the Schedule of Classes. **Students may take up to two non-marketing courses as part of their track. | ||
International Marketing TrackNOTE: Liberal arts courses applied in this major will count towards the 54 business credit minimum instead of the 62 liberal arts credit minimum. Required Courses | ||
International Business Principles | 3 credits | |
Marketing Research | 3 credits | |
Consumer Behavior | 3 credits | |
International Trade Operations | 3 credits | |
International Marketing Research and Management | 3 credits | |
Marketing Strategy | 3 credits | |
Major Electives Choose any two courses from the following: | ||
International Trade Financing | 3 credits | |
International Supply Chain Management | 3 credits | |
International Economics and Finance | 3 credits | |
International Financial Markets | 3 credits | |
Law and International Business | 3 credits | |
Intercultural Communication | 3 credits | |
International Communication | 3 credits | |
Management of Multinational Corporations | 3 credits | |
Advertising and Marketing Communication TrackRequired Courses | ||
Advertising and Marketing Communications | 3 credits | |
Marketing Research | 3 credits | |
Consumer Behavior | 3 credits | |
Marketing Strategy | 3 credits | |
Major Electives (12 credits) Four additional courses to be chosen from the following: | ||
Media Planning | 3 credits | |
Marketing Web Analytics and Intelligence | 3 credits | |
Advertising Creative Strategy and Tactics | 3 credits | |
Direct and Interactive Marketing | 3 credits | |
Advertising account Management | 3 credits | |
Public Relations | 3 credits | |
Special Topics in Advertising and Marketing Communications* | 3 credits | |
Branding | 3 credits | |
Internet Marketing | 3 credits | |
Digital Advertising | 3 credits | |
Marketing Analytics | 3 credits | |
Advertising Account Planning | 3 credits | |
Social Media Marketing and New Ventures | 3 credits | |
Advertising Campaigns I: Ad Competition | 3 credits | |
Advertising Campaigns II: Ad Competition | 3 credits | |
Marketing Consulting Practicum | 3 credits | |
The following courses do not count towards fulfilling the requirements for the Advertising track or the Marketing major. However, students interested in advertising may wish to consider taking one or more of the following: | ||
Basic Graphic Communication: Design and Advertising Layout | 3 credits | |
Intermediate Graphic Communication: Layout and Pub Design | 3 credits | |
*May be taken more than once if a different topic is dealt with. Topics are announced in the Schedule of Classes. | ||
Digital Marketing TrackRequired Courses (15 credits) | ||
Marketing Research | 3 credits | |
Consumer Behavior | 3 credits | |
Marketing Web Analytics and Intelligence | 3 credits | |
Internet Marketing | 3 credits | |
Marketing Strategy | 3 credits | |
Major Electives Choose any three courses (9 credits) from the following, two of which must be marketing (MKT) or international business (IBS) courses: | ||
Interaction Design: Designing Innovative Digital Products and Services | 3 credits | |
Direct Marketing I: Strategies and Tactics | 3 credits | |
Public Relations | 3 credits | |
Search Marketing | 3 credits | |
International Supply Chain Management | 3 credits | |
Digital Advertising | 3 credits | |
Marketing Analytics | 3 credits | |
Special Topics in Digital Marketing* | 3 credits | |
Text Analytics for Marketing | 3 credits | |
Marketing Analytics with Big Data | 3 credits | |
Social Media Marketing and New Ventures | 3 credits | |
Marketing Consulting Practicum | 3 credits | |
Technology, Innovation, and the Global Enterprise | 3 credits | |
e-Business Technologies | 3 credits | |
Principles of Web Design | 3 credits | |
Law and the Internet | 3 credits | |
Law of Unfair Competition and Intellectual Property | 3 credits | |
Technology, Innovation, and Design in Entrepreneurship | 3 credits | |
*May be taken more than once if a different topic is dealt with. Topics are announced in the Schedule of Classes.
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Marketing Analytics TrackRequired Courses (12 credits) | ||
Marketing Research | 3 credits | |
Consumer Behavior | 3 credits | |
Marketing Analytics | 3 credits | |
Marketing Strategy | 3 credits | |
Major Electives (12 credits) Choose four (4) courses of 3 credits each from the following, two of which must be marketing (MKT) courses | ||
Media Planning | 3 credits | |
Marketing Web Analytics and Intelligence | 3 credits | |
Direct Marketing I: Strategies and Tactics | 3 credits | |
Search Marketing (effective Spring 2017) | 3 credits | |
Internet Marketing | 3 credits | |
Text Analytics for Marketing | 3 credits | |
Marketing Analytics with Big Data | 3 credits | |
Special Topics in Marketing Analytics* | 3 credits | |
Independent Study | 3 credits | |
Regression and Forecasting Models for Business Applications | 3 credits | |
Programming for Analytics | 3 credits | |
Data Visualization | 3 credits | |
Data Mining for Business Analytics | 3 credits | |
*May be taken more than once if a different topic is dealt with. Topics are announced in the Schedule of Classes.
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The Major in International BusinessBaruch College has recognized international business as an important area of study for over 60 years. The International Business major builds on that history and provide students with a comprehensive understanding of international business principles as they apply in a business setting, expertise in a functional area (initially marketing or finance) within traditional business disciplines, appreciation and awareness of foreign cultures and practices in both business and social environments, knowledge of a second language to conduct business in a foreign country, and practical business experience in an international environment, i.e., the practicum project in the capstone course and possibly an international internship. Students who graduate from this program will be some of the most well-rounded graduates because they have likely lived in a foreign country, learned a foreign language, worked on international projects, become an expert in a functional business area, and met the requirements of a Baruch BBA degree. For a major in international business, students are required to take: (1) 21 credits of international-related courses (four core courses and three electives); (2) a three-course minor in either finance or marketing; and (3) a liberal arts minor in a foreign language. Information on the major, the internship, and language courses can also be obtained from the Weissman Center for International Business, located in Room 810, 137 East 25th Street, telephone: 646-312-2070, and from Sarah Demetz ( telephone: 646-312-2073; sarah.demetz@baruch.cuny.edu). Note: Liberal arts courses applied in this major will count towards the 54 business credit minimum instead of the 62 liberal arts credit minimum. Required Courses (12 credits) | ||
International Business Principles | 3 credits | |
International Markets, Cultures, and Institutions | 3 credits | |
Management of Multinational Corporations | 3 credits | |
International Competitiveness Capstone | 3 credits | |
Electives (9 credits) Choose three additional courses from the following: | ||
International Trade Financing | 3 credits | |
International Trade Operations | 3 credits | |
International Supply Chain Management | 3 credits | |
Intercultural Communication | 3 credits | |
Law and International Business | 3 credits | |
Political Economy | 3 credits | |
International Organizations | 3 credits | |
Technology, Innovation, and the Global Enterprise | 3 credits | |
Special Topics in International Business | 3 credits | |
Special Topics in International Business | 1.5 credits | |
Independent Study | 3 credits | |
Required Courses for Minor | ||
Minor in Marketing (9 credits) | ||
Consumer Behavior | 3 credits | |
International Marketing Research and Management | 3 credits | |
Marketing Strategy | 3 credits | |
OR | ||
Minor in Finance (9 credits) | ||
Corporate Finance | 3 credits | |
Investment Analysis | 3 credits | |
International Economics and Finance | 3 credits | |
Language Requirement The International Business major requires students to study a foreign language. Students will take 2 courses at the 3000 level and 1 course at the 4000 level (i.e., capstone class) in a foreign language. However, students who demonstrate proficiency in a second language via a test would not be required to study a second language. Students who entered Baruch prior to Fall 2013 have the choice to opt-in to Pathways or to complete the set of general education requirements that is currently in place at the college (the Baruch Common Core). Under this latter set of requirements, students would pursue three foreign language courses (i.e., 2 at the 3000 level and 1 4000 level course) as a Tier III minor, unless they successfully complete a language proficiency test. | ||
Minors for Business Major* Students pursuing a non-marketing major within the Zicklin School of Business may choose between a minor in marketing or international business. Each minor consists of 9 credits.
Marketing Analytics The minor consists of 9 credits | ||
Required Courses (3 credits) | ||
Marketing Analytics | 3 credits | |
Elective Courses (6 credits) | ||
Marketing Web Analytics and Intelligence | 3 credits | |
Internet Marketing | 3 credits | |
Special Topics in Marketing Analytics * | 3 credits | |
/ | Data Mining for Business Analytics | 3 credits |
* May be taken more than once if a different topic is dealt with. Topics are announced in the Schedule of Classes.
International Business † | ||
International Business Principles | 3 credits | |
Plus two of the following, keeping in mind that most of these courses have pre- or corequisites: | ||
International Trade Operations | 3 credits | |
International Marketing | 3 credits | |
International Logistics | 3 credits | |
International Economics and Finance | 3 credits | |
Law and International Business | 3 credits | |
Management of Multinational Corporations | 3 credits | |
**Optional second minors open only to students pursuing a major within the Zicklin School of Business.
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Minors for Non-Business Major Students in the Weissman School of Arts and Sciences or in the Marxe School of Public and International Affairs who wish to take business courses may do so by declaring a minor in marketing or in international business. Before declaring the minor, they must complete either BUS 1001 (1 credit) or have previously completed BUS 1011 (3 credits). To be awarded the minor, students must have a GPA of 2.0 or more in the courses included in the minor. Eligibility to declare such a minor is restricted to students who have an overall GPA of 2.0 or more at the time they declare the minor. Courses that apply to the minor may not be used for any other requirement. This minor does not fulfill the requirement to complete a liberal arts minor. Students must choose three courses (9 credits) from the following: | ||
Marketing | ||
Marketing Foundations | 3 credits | |
International Business Principles | 3 credits | |
Advertising and Marketing Communications | 3 credits | |
Marketing Research | 3 credits | |
Consumer Behavior | 3 credits | |
Internet Marketing | 3 credits | |
International Business | ||
International Business Principles | 3 credits | |
International Trade Operations | 3 credits | |
International Supply Chain Management | 3 credits | |
International Economics | 3 credits | |
Law and International Business | 3 credits |
Courses
Courses in Marketing (MKT)
Marketing Foundations | 3 credits | |
Special Topics in Marketing | 3 credits | |
Special Topics in Marketing | 1.5 credits | |
Interaction Design: Designing Innovative Digital Products and Services | 3 credits | |
Special Topics in International Marketing | 3 credits | |
Special Topics in International Marketing | 1.5 credits | |
International Business Principles | 3 credits | |
Persuasion and Customer Decision Making | 3 credits | |
Special Topics in Advertising and Marketing Communications | 3 credits | |
Special Topics in Advertising and Marketing Communications | 1.5 credits | |
Advertising and Marketing Communications | 3 credits | |
Special Topics in Digital Marketing | 3 credits | |
Special Topics in Digital Marketing | 1.5 credits | |
Marketing Research | 3 credits | |
Consumer Behavior | 3 credits | |
Special Topics in Marketing Analytics | 3 credits | |
Special Topics in Marketing Analytics | 1.5 credits | |
Selected Topics in Marketing | 3 credits | |
Special Topics in Marketing | 1.5 credits | |
Media Planning | 3 credits | |
Marketing Web Analytics and Intelligence | 3 credits | |
Advertising Creative Strategy and Tactics | 3 credits | |
Direct and Interactive Marketing | 3 credits | |
Advertising Account Management | 3 credits | |
Public Relations | 3 credits | |
Search Marketing | 3 credits | |
Special Topics in International Marketing | 3 credits | |
Special Topics in International Marketing | 1.5 credits | |
International Trade Financing | 3 credits | |
International Trade Operations | 3 credits | |
International Marketing Research and Management | 3 credits | |
International Supply Chain Management | 3 credits | |
Marketing Channels | 3 credits | |
Branding | 3 credits | |
Pricing Management | 3 credits | |
Internet Marketing | 3 credits | |
Digital Advertising | 3 credits | |
Entertainment Marketing | 3 credits | |
Marketing Analytics | 3 credits | |
Text Analytics for Marketing | 3 credits | |
Marketing Analytics with Big Data | 3 credits | |
Special Topics in Marketing Analytics | 3 credits | |
Special Topics in Marketing Analytics | 1.5 credits | |
Advertising Account Planning | 3 credits | |
Selling and Sales Management | 3 credits | |
Communication Skills for Selling and Marketing | 3 credits | |
Retailing I: Retail Marketing | 3 credits | |
Retailing II: Retailing Management and Merchandising | 3 credits | |
Social Media Marketing and New Ventures | 3 credits | |
Ind Stud Mkt I | 3 credits | |
Marketing Internship | 3 credits | |
Advertising Campaigns I: Ad Competition | 3 credits | |
Advertising Campaigns II : Ad Competition | 3 credits | |
Marketing Consulting Practicum | 3 credits | |
Product Planning and Development | 3 credits | |
Marketing Strategy | 3 credits | |
Hon Mkt Foundations | 3 credits | |
Hon Intl Bus Prin | 3 credits | |
Hon Mkt Internship | 3 credits | |
Hon Mkt Strategy | 3 credits | |
Hon Marketing I | 3 credits per semester | |
Hon Marketing II | 3 credits per semester |
Courses in International Business (IBS)
Technology, Innovation, and the Global Enterprise | 3 credits | |
Special Topics in International Business | 3 credits | |
Special Topics in International Business | 1.5 credits | |
Special Topics in International Business | 3 credits | |
Special Topics in International Business | 1.5 credits | |
International Markets, Cultures, and Institutions | 3 credits | |
Independent Study in International Business | 3 credits | |
International Competitiveness Capstone | 3 credits | |
Honors International Competitiveness Capstone | 3 credits | |
International Business Honors | 6 credits |