Marketing is the part of the organization that serves as the interface between the firm and its customers. Marketing ensures the firm provides value to the consumer so that it can achieve its share, revenue, and profit objectives. At the broadest level, marketing is responsible for transforming consumer needs into products and services that the firm can offer profitably and for promoting and delivering those offerings to the marketplace. Marketing activities are both strategic and tactical.
Concentrate in Marketing
For course descriptions, prerequisites and course scheduling options, please review the Course Index.
Students interested in marketing research are encouraged to consider a secondary concentration in Statistics.
Marketing Program Requirements (12 units)
|To complete the marketing area of study, students must complete the following courses in addition to Marketing (MKTG-UB 1)|
|Consumer Behavior||MKTG-UB 2|
|Research for Customer Insights||MKTG-UB 9|
|Advanced Marketing Electives (6 units)||Any MKTG-UB elective or approved course (see below). Credits can be any combination of 2 or 3 unit courses.|
Additional courses approved to count as Marketing electives:
|Marketing for Impact: Strategies for Sustainable Business||BSPA-UB 51|
|Social Media & Digital Marketing||INFO-UB 38|
|Decision Models and Analytics||MULT-UB 7|
|Decision Making Under Uncertainty||MULT-UB 16|
|Search and the New Economy||MULT-UB 36|
Note: A Stern elective course may satisfy only one concentration requirement (e.g., Competative Analysis can count toward the Business Economics concentration requirement OR as an advanced marketing elective, but it cannot satisfy both requirements).