Marketing Major, BBA - Advertising and Integrated Marketing Communications Concentration

Campus: NYC

The Advertising and Integrated Marketing Communications Concentration prepares students for careers in advertising and integrated marketing communications, including account management, creative direction (copy writing and art direction), marketing research, analysis and consumer insights, media planning and buying, digital and traditional media, social media, product or brand management, product planning, customer analysis, promotion management, public relations and all forms of marketing over the Internet.

Major Completion Summary

Major Completion Summary
Requirement	Credits
University Core Requirements	53
Major Requirements	53
Open Electives	22
Total Credits	128

University Core Requirements (53 Credits)

See complete University Core requirements.

Includes several of the major-required courses listed below:

Course List
Code	Title	Credits
Foundation Requirements
MAT 104	Finite Mathematics	3
CIS 101	Introduction to Computing	3
or TS 105	Computers for Human Empowerment
Lubin Foundation Requirement in Quantitative Reasoning ¹
ECO 105	Principles of Economics: Macroeconomics	3
ECO 106	Principles of Economics: Microeconomics	3
MAT 117	Elementary Statistics ²	4
One Elective Course in Mathematics or Economics ³		3

¹: These four courses are applied to the University Core Areas of Knowledge (AOK) requirement as an In-depth Sequence in Quantitative Reasoning. Therefore, Lubin majors are required to complete only one course from each of the four Areas of Knowledge. See Lubin Foundation Requirement in Quantitative Reasoning for more details.
²: MAT 117 Elementary Statistics satisfies one course in AOK- HSN (AOK5)
³: Any ECO or MAT course, except MAT 100, 102, 103, 104, 117, 130, 134, 234 or ECO 105 or 106.

Major Requirements (53 Credits)

Course List
Code	Title	Credits
Business Core ¹
BUS 101	Contemporary Business Practice	3
ACC 203	Financial Accounting	4
ACC 204	Managerial Accounting	4
FIN 260	Financial Management	3
LAW 150	Business Law I	3
MAR 201	Principles of Marketing	3
MGT 150	Managerial and Organizational Concepts	3
MGT 226	Business Analytics	3
MGT 490	Business Strategy	3
Major Requirements
Marketing Core
MAR 201	Principles of Marketing ²	(3)
MAR 222	Marketing Research	3
MAR 499	Advanced Marketing Management	3
Advertising and Integrated Marketing Communications Concentration
Required Concentration Courses
MAR 221	Advertising Strategy & Creative	3
MAR 345	Media Planning and Buying	3
MAR 223	Consumer Behavior	3
or MAR 331	Managerial Marketing
Required International Marketing Course
Select one of the following:		3
MAR 351	International Marketing
MAR 352	International Advertising and Promotion
MAR 356	International Marketing Field Study
Senior Advertising Requirement
Select one of the following two options:		6
MAR 346 & MAR 348	Ad Team I - Brand Engagement Research, Strategy and Marketing Communication to Activate Brand Change and Ad Team II - The Brand Pitch The Plan and Presentation to Win New Business
MAR 445	Advertising Campaigns (& Marketing Elective)
Total Credits		53

¹: See Business Core Requirements for more details.
²: Applied toward the Business Core.

Open Electives (22 Credits)

Course List
Code	Title	Credits
Open Electives
Select 22 credits ¹		22
Total Credits		22

¹: Includes UNV 101 First-Year Seminar: Introduction to University Community (1 credit) for first-year students.

Plan of Study Grid
First Year
Fall		Credits
UNV 101	First-Year Seminar: Introduction to University Community	1
CIS 101	Introduction to Computing	3
ECO 105	Principles of Economics: Macroeconomics	0-3
ENG 110 or ENG 120	Composition or Critical Writing	3 or 4
MAT 104	Finite Mathematics	3
Area of Knowledge (AOK)		3
	Credits	13-17
Spring
BUS 101	Contemporary Business Practice	3
ECO 106	Principles of Economics: Microeconomics	3
MAT 117	Elementary Statistics	4
ENG 120	Critical Writing (or Liberal Arts and Science Elective) ¹	4
Area of Knowledge (AOK)		3
Learning Community (LC) Required*
	Credits	17
Second Year
Fall
ACC 203	Financial Accounting	4
COM 200	Public Speaking	3
MAT or ECO Elective		3
MAR 201	Principles of Marketing	3
Second Language Course		3
	Credits	16
Spring
ACC 204	Managerial Accounting	4
ENG 201	Writing in the Disciplines	3
LAW 150	Business Law I	3
MGT 150	Managerial and Organizational Concepts	3
Second Language Course or Liberal Arts & Science Elective		3
	Credits	16
Third Year
Fall
MAR 221	Advertising Strategy & Creative	3
FIN 260	Financial Management	3
MAR 222	Marketing Research	3
Foundation Science Course with Lab		3
Area of Knowledge (AOK) and/or Writing Enhanced (WE)		3
Open Elective		1
	Credits	16
Spring
MAR 345	Media Planning and Buying	3
MAR 223 or MAR 331	Consumer Behavior or Managerial Marketing	3
MGT 226	Business Analytics	3
Area of Knowledge (AOK) and/or Writing Enhanced (WE)		3
Open Elective		3
Open Elective		3
	Credits	18
Fourth Year
Fall
MGT 490	Business Strategy	3
MAR 351 or MAR 352	International Marketing (or MAR 356) or International Advertising and Promotion	3
MAR 346 or MAR 445	Ad Team I - Brand Engagement Research, Strategy and Marketing Communication to Activate Brand Change or Advertising Campaigns	3
Open Elective and/or Civic Engagement (CE/AOK I)		3
Open Elective		3
	Credits	15
Spring
MAR 348 or MAR 445	Ad Team II - The Brand Pitch The Plan and Presentation to Win New Business or Advertising Campaigns	3
MAR 499	Advanced Marketing Management	3
Open Elective		3
Open Elective		3
Open Elective		3
	Credits	15
	Total Credits	126-130

¹: Students transferring ENG 120 with 3 credits will need to take an additional one (1) Liberal Arts and Science Elective Credit.