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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 Grade of 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 Ad Team I - Brand Engagement Research, Strategy and Marketing Communication to Activate Brand Change


Must be a Junior or Senior or Instructor Permission Required
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 to research, strategize , and develop marketing communications in order to activate brand change for an actual client. The course includes the preparatory Integrated Marketing Communications planning, the study of creative principles, and the research required for Ad Team II -The Brand Pitch (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 and MAR 250 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

MAR 200 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 356R Field Study: Japan

Course Description: Japan has faced many of the same challenges as the U.S. including global competition and economic downturn. Students will have a unique opportunity to learn about how Japan is positioning itself for the future. Site visits will include a blend of companies, university, and government organizations. Students will also study the cultural values and norms of Japan and their relation to marketing and the economy.

Course Rotation: Fall
3 credits

Prerequisites

MAR 250 Minimum Grade of D

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 Minimum Grade of 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

Prerequisite: Listed prerequisite and junior standing.

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 in Marketing

Course Description: Course Rotation: Spring

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