NYU Stern
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Specializations

There are three specializations within Marketing: Marketing, Brand Management, and Luxury Marketing. In addition, many students interested in marketing pursue an interdisciplinary specialization in Entertainment, Media, & Technology (details here).
 

Marketing

The marketing specialization is designed for students who wish to be skilled across the wide range of marketing activities.  Courses in the curriculum range from those at the level of marketing strategy and pricing strategy to tools courses such as marketing research and advertising management.  The diversity of the offerings allows students to not only learn cutting edge concepts but to tailor their program to their specific career plans.  Students electing the marketing specialization take jobs across the broad spectrum of business.  They may be found in consulting, consumer packaged goods, pharmaceuticals, and financial services.

Recommended
  • MKTG-GB.2327, Research for Customer Insights
  • MKTG-GB.2347, Consumer Behavior
Requirements
Select nine credits from the list of all Marketing electives offered, plus the following:
  • DBIN-GB.3111, Doing Business in Italy (Luxury Retail & Branding)
  • INFO-GB.3136, Search and the New Economy
  • INFO-GB.3310, Social Media and Digital Marketing Analytics
  • INFO-GB.3335, Electronic Communities
  • INFO-GB.3336, Data Mining for Business Analytics
  • INTA-GB.3340, Digital Marketing
  • OPMG-GB.2306, Supply Chain Management
     


Brand Management

The Brand Management Specialization prepares students for the responsibility of managing a brand. Elements of brand management include crafting a brand identity, building and defending a brand, collecting and analyzing market research data, developing and introducing new products and services, and responsibility for sales volume and revenues. A brand manager typically runs a business within the context of a larger organization, but the skills taught in the Brand Management specialization are also important for those planning to run single-product companies. This specialization is for students interested in careers in brand management, product management, marketing management, and marketing consulting, as well as those who aspire to a senior leadership role in a company.


Requirements
Select nine credits from the following:
  • INTA-GB.3340, Digital Marketing
  • MKTG-GB.2122, Marketing Strategy for the Service Economy: From Acquisition to Retention
  • MKTG-GB.2127, Luxury Branding
  • MKTG-GB.2128, Consultative Selling
  • MKTG-GB.2150, Social Media for Brand Managers
  • MKTG-GB.2152, Promotion Marketing
  • MKTG-GB.2180, Marketing Metrics Decision Making
  • MKTG-GB.2190, Marketing High-Tech Products
  • MKTG-GB.2191, Tech Product Management
  • MKTG-GB.2309, Advertising Management
  • MKTG-GB.2327, Research for Customer Insights
  • MKTG-GB.2347, Consumer Behavior
  • MKTG-GB.2350, Marketing Planning & Strategy
  • MKTG-GB.2353, Pricing Strategies
  • MKTG-GB.2354, Data-Driven Decision Making
  • MKTG-GB.2365, Brand Strategy
  • MKTG-GB.2370, New Product Development
  • MKTG-GB.2371, Innovation & Design
  • MKTG-GB.2375, Retail Strategy
  • MKTG-GB.2381, Creativity
     

 

Luxury Marketing

The specialization in Luxury Marketing allows students to develop the perspective and skills necessary to pursue careers in the luxury sector. This is an important part of the economy, both in the US and worldwide. Marketing luxury products and services presents a number of unique challenges including the nature of the target market, importance of establishing a strong relationship with customers, the critical role of brand image, and the nature of the distribution system. This specialization offers a wide range of courses, including the Doing Business in Italy, which takes place in Milan during Spring Break and provides students with exposure to the high fashion and luxury industry in one of the fashion capitals of Europe.  Luxury industry companies who have hired Stern graduates recently include Louis Vuitton, Bloomingdale's, Chanel, Coach, Hermès, and Tiffany & Co.

Requirements
Take:
  • MKTG-GB.2126, Luxury Marketing
Select three credits from the following:
  • MKTG-GB.2127, Luxury Branding
  • MKTG-GB.2136, Luxury Launch
  • MKTG-GB.2350, Marketing Planning and Strategy, with approved luxury project*
  • MKTG-GB.2365, Brand Strategy, with approved luxury project*
  • DBIN-GB.3111, Doing Business in Italy: Luxury, Fashion & Design
Select from the following to complete nine credits for the specialization:
  • DBIN-GB.3111, Doing Business in Italy (Luxury Retail & Branding)
  • INTA-GB.3344, Fashion Law & Business
  • INTA-GB.3345, Fashion Industry: Creativity & Business
  • MKTG-GB.2127, Luxury Branding
  • MKTG-GB.2128, Consultative Selling
  • MKTG-GB.2129, Sales Management
  • MKTG-GB.2136, Luxury Launch
  • MKTG-GB.2153, Pricing Strategy
  • MKTG-GB.2345, Building & Managing Customer Relations
  • MKTG-GB.2350, Marketing Planning & Strategy, with approved luxury project*
  • MKTG-GB.2353, Pricing Strategy
  • MKTG-GB.2365, Brand Strategy, with approved luxury project*
  • MKTG-GB.2371, Innovation & Design
  • MKTG-GB.2375, Retail Strategy
  • MKTG-GB.2381, Creativity
  • OPMG-GB.2306, Supply Chain Management (Business Logistics)
  • OPMG-GB.2313, Operations in Entertainment: Las Vegas

*For MKTG-GB.2350 and MKTG-GB.2365 to count toward this specialization, the course project must focus on luxury.  Once your professor has approved a luxury project and completed this form, you must submit the form to the Office of Records & Registration.