Marketing Major, BBA - Advertising and Integrated Marketing Communications Concentration
Marketing Major, BBA - Advertising and Integrated Marketing Communications Concentration
Campus: NYC, Westchester
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
| 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:
| 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 | |
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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.
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MAT 117 Elementary Statistics satisfies one course in AOK- HSN (AOK5)
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Any ECO or MAT course, except MAT 100, 102, 103, 104, 117, 130, 134, 234 or ECO 105 or 106.
Major Requirements (53 Credits)
| 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 | |
| International Marketing | ||
| International Advertising and Promotion | ||
| International Marketing Field Study | ||
| Senior Advertising Requirement | ||
| Select one of the following two options: | 6 | |
| 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 | ||
| Advertising Campaigns (& Marketing Elective) | ||
| Total Credits | 53 | |
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See Business Core Requirements for more details.
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Applied toward the Business Core.
Open Electives (22 Credits)
| Code | Title | Credits |
|---|---|---|
| Open Electives | ||
| Select 22 credits 1 | 22 | |
| Total Credits | 22 | |
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Includes UNV 101 First-Year Seminar: Introduction to University Community (1 credit) for first-year students.
| 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 | |
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Students transferring ENG 120 with 3 credits will need to take an additional one (1) Liberal Arts and Science Elective Credit.