Marketing involves the study of consumers and their needs in order to offer a product
or service. The concentration utilizes computer technology, group work, case analysis
and marketing simulations to strengthen your skills in offering innovative marketing
solutions and selling/improving products. The School of Management also weaves ethical
and international issues into the curriculum to enrich your perspective.
Coursework
The marketing concentration is fulfilled by one required course and three elective
courses. The current schedule for these courses is available in the Schedule of Classes
on the BU Brain. Descriptions of courses are listed in the Binghamton University Bulletin and course descriptions for the upcoming semester are available on the BU Brain.
Contact Academic Advising for the most updated list of core courses and electives.
Required coursework
Select one of the following
-
MKTG 320 - Marketing Research
Role of marketing research; research design, sampling, questionnaire construction,
data collection methodology, techniques for data analysis, and report writing. 4 credits.
Pre-requisite, MKTG 311. Traditionally offered fall and spring semesters
Levels: Undergraduate
-
MKTG 441 - Customer Analytics
Provides hands-on skills in using advanced computer-based tools that help in marketing
decisions. Topics include sales-call planning, segmentation using cluster analysis,
positioning using MDS, new-product design using conjoint analysis, pricing using yield
management, etc. Emphasis is placed on conceptualizing the problems as well as their
practical solutions. Particularly relevant for the data-rich e-commerce environment
(e.g., data mining techniques for marketing decisions). Students gain valuable spreadsheet
skills and learn to integrate analysis with marketing intuition. Formerly called ADVANCED
TOOLS FOR MARKETING DECISIONS. 4 credits. Pre-requisite of MKTG 311. Offered occasionally.
Levels: Undergraduate
-
MKTG 475 - Data Driven Marketing
Deals with the use of data to make marketing decisions. Students are exposed to
key concepts and methods of quantitative modeling, analysis, and interpretation. Topics
include marketing mix models, choice models, Internet marketing metrics, etc. The
course provides hands-on exercises and applications using software tools. Prerequisites:
Introduction to Marketing Credits: 4
Levels: Undergraduate
-
MKTG 480R - Data Mining Techniques in MKTG
This class covers a variety of analytical tools used in Data Mining, such as visualization,
prediction, clustering, and text mining. Students will learn to apply these tools
to solve marketing problems in a variety of contexts. Prerequisite MKTG 311. Credits
4
Levels: Undergraduate
Electives
Select two of the following (Students also have the option to take MKTG 480: Special
Topics in Marketing):
-
MKTG 322 - Consumer Behavior
Individual, situational and cultural influences on consumer attitudes (judgment)
and decision making, normative versus descriptive theories of decision making. Special
topics include online buying behavior, conjoint models of preference formation and
innovation diffusion. 4 credits. Pre-requisite of MKTG 311. Traditionally offered
in fall and spring semesters.
Levels: Undergraduate
-
MKTG 324 - Marketing Strategy
Advanced treatment of integrating elements of the marketing mix, i.e., product,
price, promotion and place decisions in the context of marketing planning. The role
and importance of e-commerce in shaping marketing mix integration is highlighted.
4 credits. Pre-requisite. MKTG 311. Traditionally offered in the fall and spring
semesters.
Levels: Undergraduate
-
MKTG 340 - Advertising
Integrated marketing communications (IMC) with an emphasis on advertising on the Internet and the new media. Topics include selection
of target markets, establishment of communications objectives, selection of and working
relationship with advertising agencies, creative strategy and execution, media selection,
appropriations and budgets, and program evaluation procedures. 4 credits. Prerequisite
of MKTG 311. Traditionally offered in the fall and spring semesters.
Levels: Undergraduate
-
MKTG 350 - Dist.Channels & Mktg Relations
Studies how firms can create and capture value through inter-firm relationships,
strategic alliances, and customer relationships. Credits: 4
Levels: Undergraduate
-
MKTG 450 - Strategic Media Planning
This course provides student teams with the opportunity to apply their knowledge
and skills to a client based advertising media problem provided by Zenith Optimedia,
one of the leading media marketing agencies in the county. Students will become familiar
with media characteristics and develop a media campaign strategy and recommendations.
PREREQUISITE MKTG 311
Only offered in the Fall Semester. 4 credits
Levels: Undergraduate
-
MKTG 460 - Strategic Product & Brand MGMT
Focuses on understanding: a) existing product portfolio issues such as cannibalization,
ecosystems, standards, and synergy b) new product topics such as idea generation,
concept testing, test marketing and introduction, and c) brand management challenges
involving extension, dilution, and valuation. 4cr. Traditionally offerd in the fall
semester.
Levels: Undergraduate
-
MKTG 465 - Social Media Marketing
This course will teach students the fundamentals of social media marketing —
specifically establishing clear organizational goals for engaging in social media
(why), developing solid strategies for implementation (what), and determining other
key campaign logistics such as who, where, and when. The class will be a lively mix
of lecture, case, discussion, project, and engagement both in the classroom and online
using hashtags and other social tools.
Levels: Undergraduate
-
MKTG 470 - International Marketing
Focuses on marketing management problems in the international environment. Emphasis
on techniques and strategies necessary to incorporate a marketing concept into today's
international marketplace. An understanding of the scope of international marketing
activities and the impact of culture and environment on marketing programs is developed.
May be used as a Global Management elective instead of as a MKTG elective if preferred.
4 credits. Pre-requisite. MKTG 311. Offered most semesters.
Levels: Undergraduate
-
MKTG 475 - Data Driven Marketing
Deals with the use of data to make marketing decisions. Students are exposed to
key concepts and methods of quantitative modeling, analysis, and interpretation. Topics
include marketing mix models, choice models, Internet marketing metrics, etc. The
course provides hands-on exercises and applications using software tools. Prerequisites:
Introduction to Marketing Credits: 4
Levels: Undergraduate
-
MKTG 480C - Special Topics:Brand Mgmt
Particular topics within broad area of marketing topics determined in advance.
May be repeated for credit. Prerequisite: consent of instructor.
Levels: Undergraduate
-
MKTG 480N - Digital Analytics
Digital analytics course is designed for students who have a general interest in
collecting, analyzing, visualizing, and lastly, but most importantly, gaining insights
about digital marketing data. With a focus on hands-on skills, we are going to cover
several analytical tools in class such as Excel, R, Google Analytics, and Tableau.
MUST BRING LAP TOP TO CLASS
Prerequisites: MKTG 311 and Junior Standing Credits: 4
Levels: Undergraduate
-
MKTG 480Q - Mach Learning & AI MKTG Strat
Credits: 4
Levels: Undergraduate
-
MKTG 480R - Data Mining Techniques in MKTG
This class covers a variety of analytical tools used in Data Mining, such as visualization,
prediction, clustering, and text mining. Students will learn to apply these tools
to solve marketing problems in a variety of contexts. Prerequisite MKTG 311. Credits
4
Levels: Undergraduate
Select one of the following (Students also have the option to take MKTG 480: Special
Topics in Marketing):
-
MKTG 322 - Consumer Behavior
Individual, situational and cultural influences on consumer attitudes (judgment)
and decision making, normative versus descriptive theories of decision making. Special
topics include online buying behavior, conjoint models of preference formation and
innovation diffusion. 4 credits. Pre-requisite of MKTG 311. Traditionally offered
in fall and spring semesters.
Levels: Undergraduate
-
MKTG 324 - Marketing Strategy
Advanced treatment of integrating elements of the marketing mix, i.e., product,
price, promotion and place decisions in the context of marketing planning. The role
and importance of e-commerce in shaping marketing mix integration is highlighted.
4 credits. Pre-requisite. MKTG 311. Traditionally offered in the fall and spring
semesters.
Levels: Undergraduate
-
MKTG 340 - Advertising
Integrated marketing communications (IMC) with an emphasis on advertising on the Internet and the new media. Topics include selection
of target markets, establishment of communications objectives, selection of and working
relationship with advertising agencies, creative strategy and execution, media selection,
appropriations and budgets, and program evaluation procedures. 4 credits. Prerequisite
of MKTG 311. Traditionally offered in the fall and spring semesters.
Levels: Undergraduate
-
MKTG 350 - Dist.Channels & Mktg Relations
Studies how firms can create and capture value through inter-firm relationships,
strategic alliances, and customer relationships. Credits: 4
Levels: Undergraduate
-
MKTG 450 - Strategic Media Planning
This course provides student teams with the opportunity to apply their knowledge
and skills to a client based advertising media problem provided by Zenith Optimedia,
one of the leading media marketing agencies in the county. Students will become familiar
with media characteristics and develop a media campaign strategy and recommendations.
PREREQUISITE MKTG 311
Only offered in the Fall Semester. 4 credits
Levels: Undergraduate
-
MKTG 460 - Strategic Product & Brand MGMT
Focuses on understanding: a) existing product portfolio issues such as cannibalization,
ecosystems, standards, and synergy b) new product topics such as idea generation,
concept testing, test marketing and introduction, and c) brand management challenges
involving extension, dilution, and valuation. 4cr. Traditionally offerd in the fall
semester.
Levels: Undergraduate
-
MKTG 465 - Social Media Marketing
This course will teach students the fundamentals of social media marketing —
specifically establishing clear organizational goals for engaging in social media
(why), developing solid strategies for implementation (what), and determining other
key campaign logistics such as who, where, and when. The class will be a lively mix
of lecture, case, discussion, project, and engagement both in the classroom and online
using hashtags and other social tools.
Levels: Undergraduate
-
MKTG 470 - International Marketing
Focuses on marketing management problems in the international environment. Emphasis
on techniques and strategies necessary to incorporate a marketing concept into today's
international marketplace. An understanding of the scope of international marketing
activities and the impact of culture and environment on marketing programs is developed.
May be used as a Global Management elective instead of as a MKTG elective if preferred.
4 credits. Pre-requisite. MKTG 311. Offered most semesters.
Levels: Undergraduate
-
MKTG 475 - Data Driven Marketing
Deals with the use of data to make marketing decisions. Students are exposed to
key concepts and methods of quantitative modeling, analysis, and interpretation. Topics
include marketing mix models, choice models, Internet marketing metrics, etc. The
course provides hands-on exercises and applications using software tools. Prerequisites:
Introduction to Marketing Credits: 4
Levels: Undergraduate
-
MKTG 480C - Special Topics:Brand Mgmt
Particular topics within broad area of marketing topics determined in advance.
May be repeated for credit. Prerequisite: consent of instructor.
Levels: Undergraduate
-
MKTG 480N - Digital Analytics
Digital analytics course is designed for students who have a general interest in
collecting, analyzing, visualizing, and lastly, but most importantly, gaining insights
about digital marketing data. With a focus on hands-on skills, we are going to cover
several analytical tools in class such as Excel, R, Google Analytics, and Tableau.
MUST BRING LAP TOP TO CLASS
Prerequisites: MKTG 311 and Junior Standing Credits: 4
Levels: Undergraduate
-
MKTG 480Q - Mach Learning & AI MKTG Strat
Credits: 4
Levels: Undergraduate
-
MKTG 480R - Data Mining Techniques in MKTG
This class covers a variety of analytical tools used in Data Mining, such as visualization,
prediction, clustering, and text mining. Students will learn to apply these tools
to solve marketing problems in a variety of contexts. Prerequisite MKTG 311. Credits
4
Levels: Undergraduate
-
LEAD 351 - Leadership Skills&Development
Focuses on individual leadership development. Concentrates on leadership as a dyadic
or small-group process, e.g., one leader and several followers. Also provides a survey
of the major topical areas of leadership. Students learn how to use technology to
enhance their leadership potential up front and working at a distance with others.
4 credits. Prerequisite: MGMT 311. Traditionally offered fall semesters.
Levels: Undergraduate
-
ENT 460 - Entrepreneurship
The focus of this class is on recognizing opportunities and creating new ventures.
We will investigate the "mindset" of an entrepreneur, as well as the components,
tools, and best practices of entrepreneurship. We will use the most up to date practices
of the startup ecosystem to evaluate the viability of your new venture; write a business
plan; build an "E-team" that possesses the attributes necessary for success;
financing; starting and operating a business, and creating liquidity for shareholders.
4 credits
Traditionally offered fall and spring semesters
Levels: Undergraduate
-
MIS 333 - Database Management Systems
Database management systems are evolving well beyond their traditional role as
enterprise data repositories. This course provides an understanding of how database
technology supports business objectives and information technology (IT) initiatives.
The primary focus is to design and implement a database using the relational database
model and database life cycle methodology. Labs provide the opportunity to become
proficient in the use of SQL, procedural languages, and query, report and form utilities.
Advanced topics include transaction management and concurrency control, distributed
database management, data warehouse design, object-oriented database technologies
and e-business/Internet integration. 4 credits. Prerequisites: MIS 311. Offered fall
semester
Levels: Undergraduate
-
MIS 460 - E-Business
This course provides a broad introduction to e-business. To put it simply, e-business
is doing business online by strategically using information and communication technologies
(ICTs) to perform various activities from back-office to front-office. It is an evolutionary
step in the convergence of technological development and business innovation. Technological
innovations have allowed businesses to operate globally and gain a presence like never
before. By taking advantage of ICTs in all aspects of the business, enterprises have completely changed how they operate and interact
with their stakeholders. Despite the various benefits of e-business, effective e-business
implementation faces various managerial and technological challenges. This course
is designed to highlight the managerial perspective of e-business with an emphasis
on the role of ICTs. Students are expected to be able to apply the knowledge domains
we will be discussed in class to understand and resolve business problems that confront
organizations during their introduction and implementation of e-business. The primary
objective of the course is to expose students to key concepts and issues that transform
commerce in a digital environment. The course will cover many key e-business knowledge
domains, including (simple) website design, search engine optimization, change management,
business process reengineering, and process mining. Students will learn by doing various
course activities and projects. 4 credits. Prerequisites: MIS 311. Offered spring
semesters.
Levels: Undergraduate
-
MGMT 480P - Intro. to Product Management
Introduction to Product Management is a new, project-based course designed to introduce
students to the field of product management, and build the foundational skills to
pursue it as a career. The course is meant for students interested in creating the
next generation of innovative digital products. Great products often come from people
with diverse backgrounds; as such, students from a wide array of academic backgrounds
are welcome in the course. Furthermore, no previous product management experience
or knowledge is necessary.
For this course, expect a healthy mix of hands-on projects, building products &
prototypes from scratch, customer discovery, ideation, introduction to industry tools,
discussions with practitioners and mentors, and other forms of experiential learning
that mirror the day-to-day activities of product managers at top tech companies.
Levels: Undergraduate