Marketing Major, BBA - Advertising and Integrated Marketing Communications (IMC) Concentration

The Advertising and IMC Concentration prepares students for careers in advertising and integrated marketing communications, account management, marketing analysis and research, product or brand management, product planning, customer analysis, and promotion management.


University Core (53 Credits)

(See University Core Curriculum Requirements for Lubin Students. CIS 101 or TS 105, MAT 104, ECO 105, and MAT 117 are required as part of the University Core.)

Lubin Foundation Requirements in Quantitative Reasoning (6 Credits)

(See Lubin Foundation Requirements in Quantitative Reasoning. Includes ECO 105, ECO 106,   MAT 117 and one 3-credit Liberal Arts and Sciences Elective. ECO 105 and MAT 117 are applied to University Core AOK- HSN (formerly AOK 5).)

Business Core (29 Credits)

Major Requirements (24 Credits)

Marketing Core (9 Credits)

MAR 250Principles of Marketing

3 credits

MAR 322Marketing Research

3 credits

MAR 499Advanced Marketing Management

3 credits

(MAR 250 (3 credits) is applied toward the Business Core).

Advertising and Integrated Marketing Communications (IMC) Concentration (18 credits)

Required Concentration Courses (9 Credits)

MAR 321Fundamentals of Advertising and Promotion

3 credits

MAR 345Media Planning and Buying

3 credits

Choose ONE of the following two courses:
MAR 323Consumer Behavior

3 credits

MAR 331Managerial Marketing

3 credits

Required International Marketing Course (3 Credits)

Select ONE course from the following:

MAR 351International Marketing

3 credits

MAR 352International Advertising and Promotion

3 credits

MAR 356International Marketing Field Study

3 credits

MAR 357International Field Study New York Metro Area

3 credits

MAR 459International Marketing Seminar

3 credits

Senior Advertising Requirement (6 Credits)

Choose ONE of the following two options:

MAR 346Advertising Team Workshop I

3 credits

MAR 348Advertising Team Workshop II

3 credits


MAR 445Advertising and Communications Strategy

3 credits


Marketing Elective

3 credits

Open Electives (16 Credits)

Includes UNV 101 (1 credit) for first-year students.

Total Credit Hours: 128

More Info and Campus Tours

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Lubin School of Business

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Undergraduate Students

To begin the application process you may either apply online or download our application for
undergraduate admission. Follow all steps (pay the $50 application fee, write an essay, send
transcripts, recommendations, and standardized test scores) and submit your application.

Click here for more information on the application process.

Pace admits students of any race, color, and national or ethnic origin.