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Marketing Management
More than any other business discipline, Marketing deals with customers. Indeed, the heart of Marketing is building relationships with customers. Anyone involved with any facet of Marketing is concerned with providing customers with value and satisfaction. The concern is always with managing and improving the Current customer relationships and developing new relationships. This is accomplished by learning about and understanding customer needs and, in turn, developing products and services that respond to these needs while, at the same time, providing superior value.
The Department of Marketing offers a wide variety of courses to meet the specific career orientations of students interested in any facet of the marketing process.
The Department of Marketing has three distinct tracks: Marketing, International Marketing, Advertising and Marketing Communication.For a major in Marketing Management, students are required to have 24 credits (eight courses) beyond Marketing 3000. Core and elective requirements are based on track as listed below. All courses offered by the department are available as electives (beyond the core).
The requirements for the Marketing Track are as follows:
Required Courses (12 credits) | |
| MKT 3400 | International Business Principles |
| MKT 3600 | Marketing Research |
| MKT 3605 | Consumer Behavior |
| MKT 5750 | Marketing Strategy |
Four additional courses to be chosen from any offered by the department as follows:* | |
| MKT 3520 | Advertising and Marketing Communications |
| MKT 4120 | Media Planning |
| MKT 4130 | Copywriting |
| MKT 4151 | Direct Marketing I: Strategies and Tactics |
| MKT 4152 | Direct Marketing II: Database Marketing; Managing Creative Process |
| MKT 4410 | International Trade Operations |
| MKT 4420 | International Marketing |
| MKT 4460 | International Logistics |
| MKT 4511 | Marketing Channels |
| MKT 4530** | Selected Topics |
| MKT 4555 | Internet Marketing |
| MKT 4700 | Business Marketing Management |
| MKT 4900 | Managing Customer Relationships |
| MKT 4911 | Communication Skills for Selling and Marketing |
| MKT 4912 | Retailing I: Retail Marketing |
| MKT 4913 | Retailing II: Retail Management and Merchandising |
| MKT 5000 | Independent Study |
| MKT 5550 | Product Planning |
| BUS 3000*** | Technology, Innovation, and the Digital Enterprise |
| ECO 3250*** | International Economics |
| LAW 3111*** | Law and International Business |
| LAW 3118*** | Law of Unfair Competition and Intellectual Property |
| LAW 3106*** | Law & Entrepreneurship |
| LAW 3220*** | Law and the Entertainment Business |
| MGT 4880*** | Management of Multinational Corporations |
*MKT 5100 (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 Schedule of Classes. ***Students may take up to two non-marketing courses as part of their track. The requirements for the International Marketing Track are as follows: | |
Required Courses (18 credits) | |
| MKT 3400 | International Business Principles |
| MKT 3600 | Marketing Research |
| MKT 3605 | Consumer Behavior |
| MKT 4410 | International Trade Operations |
| MKT 4420 | International Marketing |
| MKT 5750 | Marketing Strategy |
| Choose any two of the following* : | |
| MKT 4460 | International Logistics |
| ECO 3250 | International Economics and Finance |
| FIN 4910 | International Financial Markets |
| LAW 3111 | Law and International Business |
| COM 3069 | Intercultural Communication |
| COM 3076 | International Communication |
| MGT 4880 | Management of Multinational Corporations |
*MKT 5100 (Internship) may be taken as an additional course as your free elective, but it cannot be taken to satisfy the requirements for the track. The requirements for the Advertising and Marketing Communication Track are as follows: | |
Required Courses (15 credits) | |
| MKT 3520 | Advertising and Marketing Communications |
| MKT 3600 | Marketing Research |
| MKT 3605 | Consumer Behavior |
| MKT 5150 | Advertising Campaigns I: Ad Competition |
| MKT 5750 | Marketing Strategy |
| Choose three courses from the following* : | |
| MKT 4120 | Media Planning |
| MKT 4130 | Copywriting |
| MKT 5151 | Advertising Campaigns II: Ad Competition |
| MKT 4555 | Internet Marketing |
| COM 3070 | Persuasion |
*MKT 5100 (Internship) may be taken as an additional course as your free elective, but it cannot be taken to satisfy the requirements for the track. 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: | |
| ART 2050 | Basic Graphic Communication: Design and Advertising Layout |
| ART 3050 | Intermediate Graphic Communication: Layout and Pub Design |
Faculty Advisors
Office hours only applicable during regular semester
For International Marketing Issues:
Prof. Andreas Grein - International Business Program Coordinator
Andreas_Grein@baruch.cuny.edu
VC 13-249 - By appointment.
For all other:
Prof. David Luna - Deputy Chair
David_Luna@baruch.cuny.edu
Prof. Kapil Bawa - Chairman
MktIB_Dept@Baruch.cuny.edu
VC 12-241 - By appointment.
Career Opportunities
Marketing is a highly dynamic field with a variety of careers available to degreed practitioners. These career areas include product and brand management, international marketing, advertising and marketing communication, retailing, logistics and distribution, marketing research, e-commerce, and personal selling. Often marketing career paths may lead to positions in upper-level corporate management. For example, Steve Balmer, the CEO of Microsoft, has a marketing background.
Indeed, business leaders throughout the world regard marketing as critical since it is directly responsible for customer relationships that lead to profit. Marketing managers identify customers in as much detail as possible, they determine the needs of the customers, and they determine how the organization can best satisfy those needs.
Marketing managers may be involved in a variety of functions including the design of products, the development of pricing and advertising strategies, and the construction of procedures for product distribution. Entrepreneurs who start their own businesses also benefit from knowledge of marketing in developing consumer- or business-oriented strategies.
Virtually all industries and organizations-profit and non-profit-depend on marketing, whether they market to household or business-to-business consumers. Whatever career path one chooses, a background in marketing helps one to think both strategically and tactically; it helps one to understand consumers; and it helps one to develop appropriate business models. Finally, and not to be overlooked, a career in marketing can provide a high degree of both personal satisfaction and professional development.
See website for Career Development Center for more information