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MAR - Marketing

MAR 250 Principles of Marketing

Completion of 48 credits required.

Course Description: Introduction to the complex and dynamic field of marketing and its systems. This course examines marketing's place in the firm and in society. Considered and analyzed are marketing research and strategies for product development, pricing, physical distribution and promotion, including personal selling, advertising, sales promotion and public relations.

Course Rotation: Fall, Spring, and Summer.

3 credits

MAR 321 Fundamentals of Advertising and Promotion

Course Description: Introductory course designed to explore in detail the role of advertising and sales promotion in marketing programs. Subject areas treated include the strategy of advertising campaigns, planning and executing advertising programs and evaluating results.

Course Rotation: NYC: Fall, Spring, and Summer. PLV: Fall and Spring.

3 credits

Prerequisites

Pre-requisite for MAR 321 ( Course : MAR 250 . Minimum Grade of D. )

MAR 322 Marketing Research

Prerequisite: MAR 250, MAT 117 or MAT 134 or MAT 234, and junior standing.

Course Description: Basic research concepts and practices applied in solving marketing problems are developed. Particular attention is devoted to identifying marketing problem areas; formulating the research design, selecting sources of data, collecting data, sampling, constructing questionnaires, and processing and reporting the information.

Course Rotation: NYC: Fall, Spring, and Summer. PLV: Fall and Spring.

3 credits

Prerequisites

Pre-requisite for MAR 322 ( Course : MAR 250 . Minimum Grade of D. ) and (Course : MAT 117 . Minimum Grade of D. )

MAR 323 Consumer Behavior

Course Description: Survey of behavioral and social science concepts applied in marketing. Course orientation is toward the sociological aspects of consumption; the psychology of consumer preferences, decisions and spending behavior; and the role of motivation, persuasion and learning in marketing programs.

Course Rotation: NYC: Fall, Spring, and Summer. PLV: Fall and Spring.

3 credits

Prerequisites

MAR 200 Minimum Grade of D or MAR 250 Minimum Grade of D

MAR 331 Managerial Marketing

Course Description: Managerial and operational problems involved in planning, organizing, operating and controlling a business firm's total marketing program are analyzed. Using the case study approach, emphasis is placed on considerations necessary for sound marketing-management decisions in product development, pricing, demand creation, and channel selection activities of the firm.

Course Rotation: Fall on the New York campus; Spring on even years on the Pleasantville campus.

3 credits

Prerequisites

MAR 200 Minimum Grade of D or MAR 250 Minimum Grade of D or MAT 104 Minimum Grade of D or MAR 104 Minimum Grade of D

MAR 332 Selling and Sales Management

Course Description: Management of the selling function is stressed in developing concepts which relate to professional selling strategies, sales policies, organizational principles, motivation and training, forecasting, budgeting, evaluation and control.

Course Rotation: Fall and Spring.

3 credits

Prerequisites

MAR 200 Minimum Grade of D or MAR 250 Minimum Grade of D

MAR 341 Advanced Sales Promotion

Course Description: This course provides an understanding of sales promotion concepts and vehicles used in the development of effective marketing strategies. Students receive hands-on experience in developing sales promotion plans and programs.

Course Rotation: NYC: Spring - Even years. PLV: Fall - Even years.

3 credits

Prerequisites

MAR 250 Min Grade D

MAR 342 Public Relations

Not open to Students who have completed MAR 342A.

Course Description: A foundation course dealing with the theory of communications, the concepts, and practice of public opinion, research, and the place of public relations in the corporate organization. Methods, tools, and techniques used in maintaining effective relations with customers are analyzed.

Course Rotation: NYC: Fall. PLV: TBA.

3 credits

Prerequisites

MAR 200 Minimum Grade of D or MAR 250 Minimum Grade of D

MAR 342A Public Relations and Advertising

Open only to students enrolled in the Online Accelerated Bachelor's Degree Completion Program. Permission of Director required. Contact Janet Kirtman at jkirtman@pace.edu for further registration information.
NOTE: This course can be taken in place of MAR 342 in the Marketing major. Not open to students who have completed MAR 342.
Prerequisite: MAR 250 and Junior Standing for Lubin Majors only.

Course Description: This course examines approaches to developing, evaluating, and managing public relations and advertising strategies. The course structure follows that of the development of a public relations and advertising campaign.
Course Rotation: NYC and PLV: WWW

4 credits

Prerequisites

MAR 200 Minimum Grade of D or MAR 250 Minimum Gradeof D

MAR 343 Direct Marketing

Course Description: This course is designed to produce an understanding of the purposes and techniques of direct marketing with emphasis on direct mail to aid communication, advertising, selling and solicitation. Creation of direct marketing strategy will be stressed.

Course Rotation: NYC: Fall. PLV: Spring - Odd years.

3 credits

Prerequisites

MAR 200 Minimum Grade of D or MAR 250 Minimum Grade of D

MAR 344 Customer Relationship Management

Prerequisite: MAR 250 and junior standing.

Course Description: This course focuses on customer relationship management (CRM) and the customer-driven, market-based management practices that enable a business to attract, satisfy, and retain customers profitably. CRM focuses on keeping customers and improving customer relationships rather than acquiring new customers. Students will learn to properly use CRM to more accurately evaluate the market place, competitors and their positioning, and determine the lifetime value of the customer.

Course Rotation: NYC: Fall. PLV: Spring.

3 credits

Prerequisites

MAR 200 Minimum Grade of D or MAR 250 Minimum Grade of D

MAR 345 Media Planning and Buying

Prerequisite: MAR 321 and junior standing.

Course Description: Principles of media planning and buying are studied. This includes the formulation of media objectives, strategies, tactics, budgets, and schedules. All major media alternatives (e.g. prints, broadcasts, interactive) will be employ to support an annual integrated marketing communications program.

Course Rotation: NYC :Fall, Spring and Summer . PLV: Fall

3 credits

Prerequisites

MAR 211 Minimum Grade of D or MAR 321 Minimum Grade of D

MAR 346 Advertising Team Workshop I

Prerequisite: MAR 250, junior standing and permission of Marketing Department/Undergraduate Program Chair. Students will be learning in a technology-equipped classroom or computer lab. Not open to students who have completed MAR 396F.

Course Description: This course is an intensive, hands-on learning experience where all students in the class will function as part of an advertising agency. Further, this course includes the preparatory advertising planning, the study of creative principles and research required for Advertising Team II (formerly known as MAR 348- Advertising Team Workshop which is offered in the Spring). Students in this course will receive a campaign brief from the American Advertising Federation (AAF) as part of the National Student Advertising Competition (NSAC) and its sponsoring clients.

Course Rotation: Fall.

3 credits

Prerequisites

MAR 321 Minimum Grade of D

MAR 348 Advertising Team Workshop II

Students must fulfill the prerequisites and get permission from the Marketing Department Undergraduate Program Chair. MAR 250 may be waived for non-Business majors.

Course Description: A continuation of MAR 346, students work together as part of the Pace Ad team to plan and execute a complete advertising campaign for a major client as specified in the campaign brief supplied as part of the AAF National Student Advertising Competition. Operating like an advertising agency, the team is responsible under the guidance of a faculty advisor for formulating an advertising plan, designing creative media materials and presenting the campaign in the eastern regional division of the AAF National Student Advertising competition.

Course Rotation: Spring.

3 credits

Prerequisites

MAR 200 Minimum Grade of D or MAR 250 Minimum Grade of D

MAR 349 Strategic Internet Marketing

Prerequisite: MAR 250 and junior standing. Not open to students who have taken MAR 349A.

Course Description: This course focuses on the Web as a new advertising medium and distribution channel and on the use of technology to create Web pages and presentations. Students learn how to develop Web site proposals for marketing on the Web, while learning the software to execute a plan and give effective presentations.

Course Rotation: NYC: Spring. PLV: Fall.

3 credits

Prerequisites

MAR 250 Minimum Grade of D

MAR 349A Strategic Internet Marketing

Prerequisite: MAR 250 and junior standing or equivalent experience. Open only to students enrolled in an Online Accelerated Bachelor's Degree Completion Program. Permission of Director required. Contact Janet Kirtman at jkirtman@pace.edu for further registration information. Note: This course can be taken in place of MAR 349 in the Marketing major. Not open to students who have taken MAR 349 or MAR 396C, the special topics version of "Strategic Internet Marketing."

Course Description: This course focuses on the use of the Web for various business functions, including advertising, sales and distribution, marketing research, and customer service. It includes conceptual and experiential attention to the role of technology in the creation and operation of Web pages and presentations. Students learn how to analyze Web sites and integrate marketing plans involving Web sites. They also develop Web site proposal for marketing on the Web and for professional work. MAR 349A is required for students enrolled in the online accelerated Bachelor's Degree completion program in Professional Technology Studies.

Course Rotation: NYC and PLV: WWW.

4 credits

Prerequisites

MAR200 Minimum Grade of D or MAR 250 Minimum Grade of D

MAR 351 International Marketing

Course Description: Basic marketing concepts as they relate to the field of international marketing are explored in depth. Specific consideration is given to the significance of global marketing; government regulations; organizational structure of export-import enterprise; product, price, promotion, and credit policies and methods.

Course Rotation: NYC: Fall, Spring, and Summer. PLV: Fall and Spring.

3 credits

Prerequisites

MAR 200 Minimum Grade of D or MAR 250 Minimum Grade of D

MAR 352 International Advertising and Promotion

Prerequisite: MAR 250 and junior standing.

Course Description: Emphasis is on the role of advertising and sales promotion in the formulation and management of international business programs. Topics include advertising organizational structures, budget expenditures, and advertising effectiveness. Areas covered in sales promotion are trade fairs, exhibitions, and U.S. trade centers. Sales aids such as export sales catalogs, direct mail, samples and sales manuals are considered.

Course Rotation: NYC: Fall and Spring. PLV: Fall.

3 credits

Prerequisites

MAR 200 Minimum Grade of D or MAR 250 Minimum Grade of D

MAR 356 International Marketing Field Study

Course Description: The International Marketing Field Study provides students with a unique opportunity to learn about business customs and practices in different cultures through intensive study and travel in a foreign country. Students will meet with foreign business managers, educators, and government officials to discuss contemporary issues and business practices. In addition, students will study the cultural values and norms of the country being visited and participate in various cultural events and activities. Prior to departure, students are required to have an approved research topic which will be developed during the field study. A research report incorporating the field experiences is due two weeks after the conclusion of the field study.

Course Rotation: TBA.

3 credits

Prerequisites

MAR 200 Minimum Grade of D or MAR 250 Minimum Grade of D

MAR 356E Seminar in Marketing: Field Study of Emerging Markets and Technology in India

Prerequisite: MAR 250 and junior standing.

Course Description: The International Marketing Field Study provides students with a unique opportunity to learn about business customs and practices in different cultures through intensive study and travel in a foreign country. Students will meet with foreign business managers, educators, and government officials to discuss contemporary issues and business practices. In addition, students will study the cultural values and norms of the country being visited and participate in various cultural events and activities. Prior to departure, students are required to have an approved research topic which will be developed during the field study. Extensive use of Blackboard will be made to provide students with readings, case studies and web-assisted instructional materials. A research report incorporating the field experiences is due two weeks after the conclusion of the field study.

Course Rotation: TBA.

3 credits

Prerequisites

MAR 250 Minimum Grade of D

MAR 356F Field Study:Vietnam

Course Description: The International Marketing Field Study provides students with a unique opportunity to learn about business customs and practices in different cultures through intensive study and travel in a foreign country. Students will meet with foreign business managers, educators, and government officials to discuss contemporary issues and business practices. In addition, students will study the cultural values and norms of the country being visited and participate in various cultural events and activities. Prior to departure, students are required to have an approved research topic which will be developed during the filed study. A research report incorporating the field study experiences is due two weeks after the conclusion of the field study.

3 credits

MAR 357 International Field Study New York Metro Area

Prerequisite: MAR 250 and junior standing.

Course Description: Students will visit multinational firms in the New York Metropolitan area to learn from and question executives about their business. Executives in charge of global marketing, advertising, investment and media activities will make formal business presentations specifically designed for Pace students. Attendance at the orientation sessions prior to the actual corporate visits is required. At these sessions, students will learn about sources for a research report and discuss different strategies for questioning executives.
Course Rotation: NYC: Spring.

3 credits

Prerequisites

MAR 200 Minimum Grade of D or MAR 250 Minimum Grade of D

MAR 361 Retail Management

Course Description: The fundamentals of effective retail management store organization: buying, selling, advertising, sales promotion, personnel administration and finance are presented in the context of leading retail institutions, department stores, discount and specialty stores.

Course Rotation: TBA.

3 credits

Prerequisites

MAR 250 Min Grade D

MAR 362 Retail Buying and Visual Merchandising

Course Description: This course provides an introduction to retailing and specifically buying and visual merchandising, as well as, the financial, managerial, and organizational structure of varied retailing organizations. The focus of the course is the development of a retailing/merchandising plan. Students will !earn to integrate retailing, merchandising and fashion marketing concepts, practices, and applications. Emphasis will be placed on retail buying and visual merchandising. Lecture and case studies are employed to facilitate student’s analysis of merchandise and store positioning, brand imagery, target marketing, and segmentation of merchandise. Course Rotation: Spring

3 credits

Prerequisites

MAR 250 Minimum Grade of D

MAR 363 Special Events Marketing for Arts, Entertainment and Sports

Course Description:This course takes a professional and managerial approach to the study of special events marketing. A full marketing plan is developed for an assigned subject. The course will focus on such topics such as understanding the arts, entertainment and sports industries creating and maintaining an identity in the marketplace, developing a target market strategy and sustaining a fan/subscriber/patron base, setting product and venue strategies, dealing with the media, forming community and sponsor relationships, making pricing decisions and weighing legal and ethical issues.
Course Rotation:NY;PLV:Spring

3 credits

Prerequisites

MAR 250 Minimum Grade of D

MAR 364 Sports Marketing

The upper-division marketing course is intended to introduce students to the world of sports business from a strategic marketing perspective. It is based on the belief that many of the best marketing practices employed in the more traditional consumer goods, entertainment, and a business-to-business industry can be effectively applied to organizations that offer sports as their primary output (e.g., teams, leagues, clubs, sports products and service firms), or use sports as communication vehicle. In addition, sports are uniquely creative and there are many aspects that cause them to behave differently from other brands, businesses and organizations.

3 credits

Prerequisites

MAR 250 Minimum Grade of D

MAR 365 Fashion Marketing

Course Description: Fashion Marketing introduces the terminology and fundamentals of the fashion industry while examining the development of fashion products from concept to consumer. Students explore the core marketing activities surrounding the world of fashion. These activities include, but are not limited to, market segmentation, market research, consumer motivation, product strategy, pricing, promotions and retail distribution. Marketing principles, practices, and policies used by fashion manufacturers, wholesalers, and retailers will be explored. A global perspective of fashion marketing will also be discussed.

Course Rotation: Fall

3 credits

Prerequisites

MAR 250 Minimum Grade of D

MAR 366 Sports Sponsorship

This course is intended as an overview of sports sponsorship as a component of integrated marketing communication (IMC) strategy. Major topics include an introduction to sponsorships in relation to segmentation, target marketing and integrated marketing communications. Integral to this discussion will be the development and selling of sponsorships to firms, financial evaluation of appropriate sponsorships and identification of different forms of sponsorships (e.g., entitlement, presenting and official). Special forms of sponsorship including, celebrity endorsements, licensing and venue naming rights will also be discussed.

3 credits

Prerequisites

MAR 250 Minimum Grade of D

MAR 394 Marketing Internship

Students must fulfill the prerequisites and have a minimum GPA of 3.00. Permission of Marketing Department or Undergraduate Program Chair required.

Course Description: Marketing majors with strong academic records may apply to undertake a carefully planned work experience, under the supervision of a faculty advisor, which will demonstrate the practical application of their classroom training. Students are required to maintain a log of their internship activities and complete a paper which integrates work assignments with the study of marketing. Interested students should contact the Marketing Department.

Course Rotation: Fall, Spring, and Summer.

0 - 6 credits

Prerequisites

MAR 200 Minimum Grade of D or MAR 250 Minimum Grade of D

MAR 395 Independent Study in Marketing

Prerequisite MAR 250, junior standing, and a minimum CPQA of 3.00.

Course Description: With the approval of the appropriate faculty member, the department chair, and the academic dean, students may select a topic for guided research that is not included in the regular course offerings. The student meets regularly with the faculty member to review progress. A research project or paper must also be submitted.

Course Rotation: TBA.

1 - 6 credits

Prerequisites

MAR 250 Min Grade D

MAR 396 Special Topics in Marketing

Course Description: These courses offer the opportunity to study special topics in marketing. Please refer to the current schedule of classes for announcement of courses under this title.

Course Rotation: TBA.

1 - 6 credits

MAR 396C Special Topics: Sports Marketing

Course Description:The purpose of this course is to provide an overview of various aspects of sports marketing. This course is intended to examine the world of sports business from a strategic marketing perspective. The course will look at sports at the professional and collegiate levels focusing upon the role marketing plays in planning and decision making in attracting customers (fans and sponsors). Topics include sport branding, sport sponsorship and marketing; media involvement; licensing; ROI of investment in sports; advertising, merchandising, and distribution of sporting goods, among others. Case studies will be used to apply various concepts related to sports marketing to real situations. Students will have the opportunity to learn firsthand about the field of sports marketing from guest speakers.
Course Rotation: PLV;Spring

3 credits

Prerequisites

MAR 250 Minimum Grade of C

MAR 396H Social Media and Mobile Marketing

This course introduces students to marketing mix strategies with a focus on social media. Students will explore product development, pricing strategies, distribution and promotion within the digital marketing arena. The course offers opportunities to develop skills in segmenting and targeting consumer groups, understanding social media consumer behavior and insights and 360 degree marketing communication campaigns with emphasis on the digital market space. Students will be introduced to digital media vehicles including social media communication strategies and platforms and mobile marketing and will learn to successfully integrate digital with traditional media.

3 credits

Prerequisites

MAR 250 Minimum Grade of D

MAR 396I Topic: Fashion Marketing

Prerequisite: Listed prerequisite and junior standing.

Course Description: This upper-division marketing course is intended to introduce students to the world of global fashion from a strategic marketing perspective. In this course students are introduced to core marketing activities surrounding the world of fashion. These activities include but are not limited to market segmentation, market research, consumer motivation, product strategy, pricing, promotions and retail distribution. Further, marketing principles, practices, and policies used by fashion manufacturers, wholesalers, and retailers will be explored. A global perspective of fashion marketing will also be integrated throughout the course, given the development of fashion products from concept to consumer is sourced from multiple countries worldwide today.

Course Rotation: Online: Spring

3 credits

Prerequisites

MAR 250 Min Grade D

MAR 431 New Product Development

Prerequisite: MAR 250 and senior standing.

Course Description: This course covers the major phases of new product introduction in today's market. The Planning Stage: setting objectives, searching markets, idea development, and screening. The Development Stage: development of product, communication, prototype brand. Evaluation Stage: pre-testing, market testing. Emphasis is on factors leading to success and why many new products fail.

Course Rotation: NYC: Spring. PLV: Fall.

3 credits

Prerequisites

MAR 200 Minimum Grade of D or MAR 250 Minimum Grade of D

MAR 443 Database Marketing

3 credits

MAR 445 Advertising and Communications Strategy

Not open to students who have completed or plan to take MAR 348.

Course Description: A comprehensive workshop course in which students simulate the activities of a professional ad agency. Students conceive, produce, and integrate all the components necessary for an advertising campaign for a new or current product or service. The course provides practical advanced training in research, planning and budgeting as well as the creative and media functions of advertising agencies.

Course Rotation: NYC: Fall and Spring; PLV: Spring.

3 credits

Prerequisites

MAR 321 Minimum Grade of D and MAR 345 Minimum Grade of D

MAR 452 Export and Import Policies and Practices

Prerequisite: MAR 351 and senior standing.

Course Description: This course focuses on procedural practices and methods used in the handling of exports and imports. Areas treated are U.S. customs regulations and practices, tariff legislation, types of duties, marine and other insurance protection, sales contracts, price quotations, landed cost prices, merchandise entries, import documents and the preparation of export documents applicable to specific countries.

Course Rotation: NYC: Spring. PLV: TBA.

3 credits

Prerequisites

MAR 351 Minimum Grade of D

MAR 459 International Marketing Seminar

3 credits

MAR 495 Business Honors Program Senior Thesis in Marketing

Prerequisite: MAR 322 and senior standing in the Marketing Program and approval of Director or Associate Director of Business Honors Program.

Course Description: The Business Honors Program (BHP) provides students with the unique opportunity to pursue advanced study of a topic in their major area under the direction of a faculty mentor. The focus of the project can be either scholarship (research) or leadership (application) oriented. It should address an important and/or current issue in the discipline while allowing the student flexibility for the manifestation of his or her unique interests and objectives. Successful completion of the senior thesis is required of all BHP students. The outcome of the project will be a written report and presentation. Abstracts of completed projects will be published in appropriate outlets.

Course Rotation: Fall and Spring.

3 credits

Prerequisites

MAR 322 Minimum Grade of D

MAR 499 Advanced Marketing Management

Course Description: This capstone course focuses on the integration of marketing management concepts. Experiential exercises are employed to provide students with opportunities to develop skills in the evaluation, diagnosis, and formulation of marketing strategies and tactics. Case studies and an advanced marketing simulation exercise are significant components of this course. This course should be taken in the final semester of study in the marketing major.

Course Rotation: NYC: Fall, Spring, and Summer. PLV: Fall and Spring.

3 credits

Prerequisites

Pre-requisite for MAR 499 ( Course : FIN 260 . Minimum Grade of D. ) and (Course : MAR 322 . Minimum Grade of D. )

MAR 600 Graduate Marketing in Independent Study

1 - 9 credits

MAR 620 Consumer and Organization Buying Behavior

Course Description: Explains how to apply concepts and techniques from the behavioral sciences (psychology, sociology, anthropology, economics and marketing research) to marketing management. Case studies are used to develop application skills.

3 credits

Prerequisites

Pre-requisite for MAR 620 ( Course : MBA 642 . Minimum Grade of C. )

MAR 620 Consumer and Organization Buying Behavior

Course Description: Explains how to apply concepts and techniques from the behavioral sciences (psychology, sociology, anthropology, economics and marketing research) to marketing management. Case studies are used to develop application skills.

3 credits

Prerequisites

Pre-requisite for MAR 620 ( Course : MBA 642 . Minimum Grade of C. )

MAR 635 Business Research and Survey Methodology

Course Description: Examines the use of research as a tool for decision-making. Topics include: defining information needs, value of information, scientific method, exploratory research, questionnaire construction, sample design, field work, editing, tabulation, report writing and presentation.

3 credits

Prerequisites

Pre-requisite for MAR 635 ( Course : MBA 646 . Minimum Grade of C. ) or (Course : MBA 628 . Minimum Grade of C. ) and (Course : MBA 642 . Minimum Grade of C. ) or (Course : MBA 622 . Minimum Grade of C. ) or (Course : BUS 507 . Minimum Grade of C. )

MAR 640 Sales Management

Course Description: Covers the objectives, strategies and critical factors in managing a sales force. Topics include: organizing, recruiting, selecting, training, compensation, motivation, supervising and monitoring the sales force. Extensive use is made of case studies.

3 credits

MAR 641 Business to Business Marketing

Course Description: Examines the differentiating aspects of industrial (business to business) marketing and how to develop appropriate strategies. Covers the topics of marketing management from this point of view of business markets. Extensive use is made of case studies.

3 credits

Prerequisites

Pre-requisite for MAR 645 ( Course : MBA 642 . Minimum Grade of C. )

MAR 643 Interactive and Direct Marketing

Course Description: Presents the use, application and theory of direct response marketing in the context of integrated marketing communications and new electronic media. Examines and evaluates direct marketing financial models for their strategic and tactical applications. Presents interactive marketing techniques and technologies and emerging metrics of global e-business. Requires students to develop strategic interactive marketing campaigns for business-to-business and/or business-to-consumer markets for traditional and electronic marketplaces.

3 credits

Prerequisites

MBA 622 Minimum Grade of C or MBA 642 Minimum Grade of C

MAR 643 Interactive and Direct Marketing

Course Description: Presents the use, application and theory of direct response marketing in the context of integrated marketing communications and new electronic media. Examines and evaluates direct marketing financial models for their strategic and tactical applications. Presents interactive marketing techniques and technologies and emerging metrics of global e-business. Requires students to develop strategic interactive marketing campaigns for business-to-business and/or business-to-consumer markets for traditional and electronic marketplaces.

3 credits

Prerequisites

MBA 622 Minimum Grade of C or MBA 642 Minimum Grade of C

MAR 644 Customer Relationship Management

Course Description: Focuses on customer relationship management (CRM) and the customer-driven, market-based management practices that enable a business to attract, satisfy, and retain customers profitably. Explores the proper use of CRM to more accurately evaluate the market place, evaluate competitors and their positioning, and determine the lifetime value of the customer. Focuses on techniques to track market conditions, market performance, and competition and develop superior customer solutions via benchmarking, customer analysis and value creation. Incorporates literature from academic and professional sources including current journal articles, white papers, case studies and software that focus on CRM issues. Classroom focus is primarily on case analysis and discussion.

3 credits

Prerequisites

MBA 622 Minimum Grade of C

MAR 645 Advertising and Sales Promotion

Course Description: Applies advertising and sales promotion, the most visible elements of the promotion function, to achievement of marketing management objectives. Topics include: objectives, targets, budgets, media, themes, measurement and research. Students are required to prepare promotion plans for existing or new products or services.

3 credits

Prerequisites

Pre-requisite for MAR 645 ( Course : MBA 642 . Minimum Grade of C. )

MAR 645 Advertising and Sales Promotion

Course Description: Applies advertising and sales promotion, the most visible elements of the promotion function, to achievement of marketing management objectives. Topics include: objectives, targets, budgets, media, themes, measurement and research. Students are required to prepare promotion plans for existing or new products or services.

3 credits

Prerequisites

Pre-requisite for MAR 645 ( Course : MBA 642 . Minimum Grade of C. )

MAR 646 Social Media and Mobile Marketing Strategies

Course Description:This course builds on student skills in integrated, marketing communications by examining the role of social media and mobile communications as potential components of a campaign. Students will learn to research and write a situation analysis incorporating research in the digital arena, segment and target for digital strategies and understand consumer behavior and advertising responses to social media and mobile communications. Students will explore social media and mobile platforms, social media and mobile communication strategies, SMS communications, mobile web sites and mobile search will successfully integrate digital with traditional media. Students will work with a client to evaluate their current social media and mobile executions and develop digital strategies aimed at specific goals for a brand.

Course Rotation: Fall;NYC

3 credits

Prerequisites

MBA 642 Minimum Grade of C

MAR 646 Social Media and Mobile Marketing Strategies

Course Description:This course builds on student skills in integrated, marketing communications by examining the role of social media and mobile communications as potential components of a campaign. Students will learn to research and write a situation analysis incorporating research in the digital arena, segment and target for digital strategies and understand consumer behavior and advertising responses to social media and mobile communications. Students will explore social media and mobile platforms, social media and mobile communication strategies, SMS communications, mobile web sites and mobile search will successfully integrate digital with traditional media. Students will work with a client to evaluate their current social media and mobile executions and develop digital strategies aimed at specific goals for a brand.

Course Rotation: Fall;NYC

3 credits

Prerequisites

MBA 642 Minimum Grade of C

MAR 648 Foundations of Social and Mobile Technologies

Course Description:This course will explore the technical foundations of social and mobile technologies, and consider their impact on digital marketing, as well as other business contexts. The potential for social and mobile technology to serve as a new profit center for firms will be explored. Student assignments will involve the hands on use and application of social and mobile technologies. Students will also learn how to create a simple mobile application for the iPhone, Android, or other relevant platforms. The final group project will consist of a social/mobile marketing project for a specific company or product.

3 credits

MAR 649 E. Marketing

Course Description: This course explores the impact of the Internet and virtual commerce on marketing and the application of marketing theories, concepts, and tools to the world of e-business. The course objective is to integrate the business and market potential of the Web with the basic concepts and principles of marketing. Students will learn how to formulate and implement strategic Internet marketing plans, how to apply marketing concepts and tools to .com business strategy, and how to gain competitive advantage in traditional businesses by exploiting the power of the Internet.

3 credits

Prerequisites

MBA 622 Minimum Grade of B

MAR 654 Marketing of Services

Course Description: Examines the role of service marketing in the economy. Discusses requirements of successful service marketing and obstacles encountered. The importance of understanding consumer expectations and perceptions is emphasized. Through conceptual review and case study analysis, students develop a business plan for a services marketing operation.

Students who receive credit for this course may not receive credit for MAR 655.

3 credits

Prerequisites

MBA 622 Minimum Grade of B

MAR 658 Entrepreneurial Marketing

Course Description: Covers the role of the product, price, place and promotion in a new venture. Examines creative marketing in a limited resource environment. Considers the fine art of guerrilla marketing tactics, the application of marketing concepts in a start-up situation, the issues, challenges and rewards of teamwork in a new venture setting. Students get hands-on experience developing a marketing plan for a small venture in a competitive environment. Includes an in-class competition.

3 credits

Prerequisites

BUS 507 Minimum Grade of C or MBA 622 Minimum Grade of C or MBA 642 Minimum Grade of C

MAR 660 New Product and Service Planning and Development

Course Description: Examines how to develop and market new products and services. Students learn all aspects of this important activity. Case studies are used extensively. Students create complete programs for new products or services.

3 credits

Prerequisites

MBA 622 Minimum Grade of B

MAR 664 Analysis for Marketing Decisions

Course Description:Develops competence in a wide array of analytical techniques used by marketers. Uses a case-based approach to enable application of analytical techniques to marketing activities such s segmentation, targeting, positioning, choice modeling, new product design, forecasting, advertising, promotion, and sales force management.

Course Rotation: NY:Summer

3 credits

Prerequisites

Pre-requisite for MAR 664 ( Course : MBA 642 . Minimum Grade of C. ) or (Course : MBA 622 . Minimum Grade of C. ) or (Course : BUS 507 . Minimum Grade of C. ) and (Course : MBA 646 . Minimum Grade of C. ) or (Course : MBA 628 . Minimum Grade of C. ) or (Course : BUS 502 . Minimum Grade of C. ) and (Course : MBA 647 . Minimum Grade of C. )

MAR 673 Customer Intelligence

Course Description:Marketing departments are beginning to organize around the customer as opposed to the brand, product or channel in order to create more accountability of their programs and to be seen as a true steward of the customer relationship. These marketers recognize the growing power of customers in shaping interactions with them, and the necessity of creating value for their customers. To meet this challenge marketers require a better understanding of customer’s interactions. This can now be accomplished by tapping into information on customer’s actions, sentiments, experiences and interactions can and should be captured and leveraged. This case-based course helps the marketing practitioner develop existing and transformational skills and competencies required to compete in a more customer-centric digital age. A strategic intelligence framework will link competencies. In customer insights advanced analytics, scenario planning digital and social media, business intelligence and experimentation together to drive greater and more relevant dialogue with the customer.

Course Rotation:NY:Fall

3 credits

MAR 673 Customer Intelligence

Course Description:Marketing departments are beginning to organize around the customer as opposed to the brand, product or channel in order to create more accountability of their programs and to be seen as a true steward of the customer relationship. These marketers recognize the growing power of customers in shaping interactions with them, and the necessity of creating value for their customers. To meet this challenge marketers require a better understanding of customer’s interactions. This can now be accomplished by tapping into information on customer’s actions, sentiments, experiences and interactions can and should be captured and leveraged. This case-based course helps the marketing practitioner develop existing and transformational skills and competencies required to compete in a more customer-centric digital age. A strategic intelligence framework will link competencies. In customer insights advanced analytics, scenario planning digital and social media, business intelligence and experimentation together to drive greater and more relevant dialogue with the customer.

Course Rotation:NY:Fall

3 credits

MAR 675 Strategic Marketing Planning

Course Description: Explains the responsibilities of the product (brand) manager with a focus on planning. Covers control systems, problems encountered during execution of plans and contingency plans. Students are required to prepare workable marketing plans.

3 credits

Prerequisites

Pre-requisite for MAR 645 ( Course : MBA 642 . Minimum Grade of C. )

MAR 680 Seminar in Marketing

Course Description: In-depth coverage of issues, emerging practices and problems facing marketing executives, researchers and decision makers. Topics presented are at the department's discretion and can vary from semester to semester. Representative topics include: pricing, brand management, direct marketing, retailing, telemarketing, specialty advertising, marketing ethics, consumer socialization, motivation theory and marketing models.

3 credits

Prerequisites

MBA 622 Minimum Grade of B or MBA 642 Minimum Grade of B

MAR 680A Seminar: Personal and Career Marketing

3 credits

Prerequisites

BUS 507 Min Grade B

MAR 680C Seminar: Marketing in a Changing Global Marketplace

3 credits

Prerequisites

MAR 635 Min Grade B and MAR 675 Min Grade B and (BUS 507 Min Grade B or MBA 622 Min Grade B)

MAR 680H Seminar in Marketing: International Marketing Field Study of Scandinavia

Course Description:Looks at the effects of sustainability and European Union integration on marketing activities in Scandinavian countries. Students will meet with business managers, educators and government officials to discuss issues and business practices. Students will study the cultural values and norms of Sweden and Denmark and participate in various cultural events and activities. Extensive use of Blackboard will be made to provide students with readings, case studies and web-assisted instructional materials. A research report incorporating the field experiences is due two weeks after the conclusion of the field study.

3 credits

Prerequisites

MBA 622 Minimum Grade of C or MBA 642 Minimum Grade of C

MAR 680J Seminar: Japanese Approaches to Marketing and Management

Course Description: The objective of this course is to develop an understanding of international business and management, to understand world-class management practices and characteristics, and to assess the impact of future trends of international management on the global economy. In addition to the text, key topics to be discussed include: Japanese Management System; Corporate Groups; Total Quality Management (TQM); Kaizen; Just in Time; and Marketing in Japan.

3 credits

Prerequisites

Pre-requisite for MAR 645 ( Course : MBA 642 . Minimum Grade of C. )

MAR 680L Special Topic in Marketing: Applied Integrative Interactive Marketing

Course Description: Students work in small teams on the international challenge sponsored by the Direct Marketing Educational Foundation (DMEF) and participate in the Echo Competition. Students learn to apply interactive, direct and social marketing concepts to solve a real-world problem for a client.

Course Rotation:NY;Spring

3 credits

MAR 680M Seminar: Analysis for Marketing Decisions

Course Description: Today's marketing manager is faced with large amounts of information and an ever increasing need to make accurate decisions. The purpose of this course is to integrate a wide array of analytical techniques to make better marketing decisions in areas such as segmentation and targeting, new product development, advertising, and pricing.

Course Rotation: TBA.

3 credits

Prerequisites

BUS 507 Min Grade C or MBA 622 Min Grade C or MBA 642 Min Grade C

MAR 680Q Special Topics in International Marketing Field Study-Brussels and London

Course Description:The International Marketing Field Study provides students with a unique opportunity to learn about business customs and practices in different cultures through intensive study and travel in a foreign country. Students will meet with foreign business managers, educators, and government officials to discuss contemporary issues and business practices. In addition, students will study the cultural values and norms of the country being visited and participate in various cultural events and activities. Prior to departure, students are required to have an approved research topic which will be developed during the field study. A research report incorporating the field experiences is due two weeks after the conclusion of the field study.
Course Rotation:Fall;NY:PLV

3 credits

Prerequisites

MBA 642 Min Grade C

MAR 680S Seminar: Sports Marketing

Course Description:This course is designed to provide the sport manager with an overview of the major marketing issues facing the sport industry. Course content focuses on developing basic knowledge and understanding of sport marketing and sponsorship for educational, recreational, and professional settings. Attention is given to the history of sport marketing, principles of marketing applied to the sport industry, sport consumer behavior, research tools, corporate sponsorship, and evaluation of sport marketing programs. The components of the course include developing products, utilizing sponsorships, special events, fund raising, public relations, promotions, and utilizing radio and television networking. Examines the major marketing issues facing the sport industry. Topics include: history of sport marketing, sport consumer behavior, marketing research tools, corporate sponsorship, and evaluation of sport marketing programs. Students learn to develop products and how to utilize sponsorships, special events, fund raising, public relations, promotions, and media.

3 credits

Prerequisites

BUS 507 Minimum Grade of B or MBA 622 Minimum Grade of B

MAR 680V Seminar in Marketing: Field Study of Emerging Markets and Technology in India

Course Description: The International Marketing Field Study provides students with a unique opportunity to learn about business customs and practices in different cultures through intensive study and travel in a foreign country. Students will meet with foreign business managers, educators, and government officials to discuss contemporary issues and business practices. In addition, students will study the cultural values and norms of the country being visited and participate in various cultural events and activities. Prior to departure, students are required to have an approved research topic which will be developed during the field study. Extensive use of Blackboard will be made to provide students with readings, case studies and web-assisted instructional materials. A research report incorporating the field experiences is due two weeks after the conclusion of the field study. Open to all MBA students and Lubin Leaders and Scholars with appropriate prerequisites.

Course Rotation: TBA.

3 credits

Prerequisites

MBA 622 Minimum Grade of C or MBA 642 Minimum Grade of C

MAR 680W Field Study:Vietnam

Course Description: The International Marketing Field Study provides students with a unique opportunity to learn about business customs and practices in different cultures through intensive study and travel in a foreign country. Students will meet with foreign business managers, educators, and government officials to discuss contemporary issues and business practices. In addition, students will study the cultural values and norms of the country being visited and participate in various cultural events and activities. Prior to departure, students are required to have an approved research topic which will be developed during the filed study. A research report incorporating the field study experiences is due two weeks after the conclusion of the field study.

3 credits

MAR 681 International Marketing

Course Description: Applies marketing management concepts to the international environment. Analyzes international marketing programs, focusing on cultural and institutional differences and the application of the marketing mix to adapt to and make use of these differences.

3 credits

Prerequisites

MBA 642 Minimum Grade of C and MBA 674 Minimum Grade of C

MAR 692Q Research Project

Prerequisite: Advanced standing required and Department Approval Required.

Course Description: Students conduct an individual research project of their own design. Results are analyzed, interpreted and presented in a written report.

3 credits

Prerequisites

MAR 635 Minimum Grade of C

MAR 692Q Research Project

Prerequisite: Advanced standing required and Department Approval Required.

Course Description: Students conduct an individual research project of their own design. Results are analyzed, interpreted and presented in a written report.

3 credits

Prerequisites

MAR 635 Minimum Grade of C

MAR 695 Marketing Internship

Course Description:As opportunities become available with cooperating companies in the area, marketing majors with strong academic records will be selected to undertake a carefully planned work experience that will integrate the practical application of their classroom training. Students will maintain a weekly-log which will be reviewed periodically with the supervising faculty member, and will be required to prepare a rigorous industry analysis or research paper as dictated by the industry/economic/service sector to which the sponsoring internship provider belongs. Students will explore in their research the relationship between theory and practice based upon their internship experiences. Interns are supervised by a faculty member in the Marketing Department. Interested students majoring in management should contact the Marketing Department in White Plains or New York. Permission of the Department Chairperson or Graduate Program Chairperson is required.

3 credits

Prerequisites

MBA 622 Minimum Grade of B

MAR 695 Marketing Internship

Course Description:As opportunities become available with cooperating companies in the area, marketing majors with strong academic records will be selected to undertake a carefully planned work experience that will integrate the practical application of their classroom training. Students will maintain a weekly-log which will be reviewed periodically with the supervising faculty member, and will be required to prepare a rigorous industry analysis or research paper as dictated by the industry/economic/service sector to which the sponsoring internship provider belongs. Students will explore in their research the relationship between theory and practice based upon their internship experiences. Interns are supervised by a faculty member in the Marketing Department. Interested students majoring in management should contact the Marketing Department in White Plains or New York. Permission of the Department Chairperson or Graduate Program Chairperson is required.

3 credits

Prerequisites

MBA 622 Minimum Grade of B

MAR 831 Doctoral Concentration Seminar in Consumer Research

Course Description:Develops a rigorous foundation in the major theoretical and empirical contributions and methodological approaches to consumer behavior. Explores topics like attitude formation, categorization, inference making, consumer knowledge and memory, decision-making and choice, post-purchase processes, and contextual factors that affect consumer behavior. Evaluates methodological approaches and analytical techniques commonly used in consumer research. Emphasizes critical evaluation and creative extension published research. Provides partial preparation for doctoral comprehensive examination in marketing.
Course Rotation:Fall;NY

3 credits

Prerequisites

DPS 840 Min Grade B and (DPS 875 Min Grade B or DPS 876 Min Grade B)

MAR 832 Doctoral Concentration Seminar in Marketing Management

Prerequisite: MAR 620, MAR 635, DPS 840, and opne additional advanced graduate course in marketing.

Course Description: Develops a rigorous foundation in the major conceptual and empirical contributions to marketing management. Examines theories, concepts, and techniques used in marketing management. Explores traditional topics like pricing, communications, and distribution as well as contemporary topics like eCommerce, social media, and social responsibility. Emphasizes critical evaluation and creative extension published research in marketing management. Provides partial preparation for doctoral comprehensive examination in marketing.

3 credits

Prerequisites

MAR 620 Min Grade C and MAR 635 Min Grade C and DPS 840 Min Grade C