B.S. in Marketing
Understanding the dynamic marketplace and the needs of consumers is critical for business success in the 21st century. Marketing involves the study of new product development, marketing research, analysis of distribution systems, determination of pricing policies, predictions of consumer behavior,
promotion of products and ideas, business relationships.
The bachelor’s and minor programs in Marketing prepare students for professional careers in a wide variety of marketing functions within business and not-for-profit organizations. The marketing program is designed to enable students to develop the creative, analytical and communication skills necessary to succeed in Marketing. Students also hone vital skills in product and service promotion, distribution, buyer behavior and market research.
Marketing courses focus on integrating theory and practical applications through the use of cases and through hands-on field projects. The broad range of career opportunities available for students pursuing this major includes market research, product management, advertising, public relations, corporate communications, and sales. In addition to varied professional options, jobs in marketing often evolve into positions of considerable responsibility, which provide excellent preparation for upper management opportunities in all types of organizations.
The student run organization, proper title the Marketing Society, connects students with their peers and offer networking opportunities with successful professionals in the New York area. The club also has students overseeing the social media campaign of other programs throughout the campus.
Program Curriculum
| Course # | Course Name | Credits |
|
Required B.S. in Marketing Courses |
||
| ACC 110 | Accounting for Business Majors |
3 |
| BUS 101 | Introduction to Business in the 21st Century |
3 |
| BUS 110 | Foundations of Business Information Systems | 3 |
| BUS 228 | Business Statistics l |
3 |
| BUS 229 | Business Statistics ll |
3 |
| ENT 200 | Entrepreneurship and Innovation | 3 |
| FIN 201 | Financial Markets and Institutions | 3 |
| FIN 202 | Introduction to Corporate Finance | 3 |
| IBU 221 | International Business | 3 |
| LAW 201 | Business, Law, and Society | 3 |
| MAN 201 | Principles of Management | 3 |
| MAN 231 | Managerial Communications | 3 |
| MKT 201 | The Fundamentals of Marketing | 3 |
| MKT 325 | Consumer Behavior | 3 |
| MKT 331 | Marketing Research: Planning Techniques and Evaluation by Management in the Solution of Marketing |
3 |
| BUS 401 | Business Policy | 3 |
|
Required Advanced Marketing Electives
(9 Credits) |
||
|
Choose three (3) advanced MKT courses excluding MKT 201, MKT 325, MKT 331
|
||
|
Required Advanced Business Electives
(6 credits)
|
||
|
Orientation
(1 Credit)
|
||
| FYS 01 | First-Year Seminar | 1 |
| Course # | Course Name | Credits |
| Required Core Courses (34-35 Credits) |
||
| English Composition | ||
| ENG 16/ ENG 16C | English Composition | 3 |
| English Literature Select one (1) course from the following: |
||
| ENG 61 | European Literatures I | 3 |
| ENG 62 | European Literatures II | 3 |
| ENG 63 | American Literatures | 3 |
| ENG 64 | Global Literatures | 3 |
| History Select one (1) course from the following: |
||
| HIS 1 | Perspectives in Pre-modern World History | 3 |
| HIS 2 | Perspectives in Modern World History | 3 |
| Philosophy | ||
| PHI 60 | Philosophical Explorations | 3 |
| Speech | ||
| SPE 3 | Oral Communication | 3 |
| Mathematics Select one (1) course from the following, unless major requirements list specific Math courses: |
||
| MTH 15 | Math Tools and Their Use | 4 |
| MTH 16 | Finite Mathematics | 3 |
| Science Lab-Based Course Select one (1) course from the following: |
||
| BIO | Biology | 4 |
| CHM | Chemistry | 4 |
| PHY | Physics | 4 |
| Foreign Language Select one (1) course from the following: |
||
| SPA 11 | Introductory Spanish I | 3 |
| SPA 12 | Introductory Spanish II | 3 |
| ITL 11 | Introductory Italian I | 3 |
| ITL 12 | Introductory Italian II | 3 |
| FRE 11 | Introductory French I | 3 |
| FRE 12 | Introductory French II | 3 |
| Visual and Performing Arts Select one (1) course from the following: |
||
| ART 61 | Introduction to Visual Art | 3 |
| DNC 61 | Dance Through Time | 3 |
| JOU 61 | Journalism, Social Media, and You | 3 |
| MA 61 | Media Arts and Technology | 3 |
| MUS 61 | Music and Culture | 3 |
| THE 61 | The Theatrical Vision | 3 |
| Social Sciences I Select any introductory course from the following: |
||
| Anthropology, Economics, History, Political Science, Psychology, Sociology | 3 | |
| Social Sciences II Select any introductory course from the following: |
||
| Anthropology, Economics, History, Political Science, Psychology, Sociology | 3 | |
| Credit Requirements | |
| Total Major Requirement Credits | 48 |
| Elective Major Credits | 15 |
| Orientation | 1 |
| Total Core Requirement Credits | 34-35 |
| General Elective Credits | 21-22 |
| Total Degree Credits | 120 |
Courses
ACC 110 Accounting for Business Majors
This course is a survey of financial and managerial accounting for majors other than accounting. The course includes an overview of accounting responsibilities of the manager, including budgeting and decision-making. In addition, the course covers accounting procedures, preparation and the interpretation of financial statements and the need and procedures for internal controls.
Pre-requisite: BUS 101; Co-requisite: BUS 110
Credits 3
Every Fall
_______________________________________________________________________________________________________________________________________________
ART 61 Introduction to Visual Art
In our increasingly visual culture, it is important to look critically at the imagery that surrounds us. It is equally important to experience and understand art from many cultures and time periods so we may appreciate the wide variety of artworks created by people around the world, from past to present. Students will learn to analyze both form and content in art and communicate their understanding to others. Students will see and discuss a broad selection of art at museums, galleries, online, and in the classroom. The class will also engage in hands-on studio projects and explore a range of materials and personal artistic expression.
Credits: 3
All Sessions
BUS 101 Introduction to Business in the 21st Century
This is an introductory course that provides a broad and comprehensive view of today's businesses in a dynamic, technology-driven global economy. This course provides a survey of the field of business and consists of specific topics including: starting a small business, satisfying customers, managing operations, motivating employees and building self-managed teams, developing and implementing customer-oriented marketing plans, managing information, managing financial resources, and exploring ethical and social responsibilities of American businesses.
Credits 3
Every Fall & Spring
BUS 110 Foundations of Business Information Systems
This course focuses on the key components of information systems--people, software, hardware, data, and communication technologies--and how these components can be integrated and managed to create competitive advantage. The course helps students develop practical competencies in the use of various computer systems and software and provides a theoretical and practical introduction to systems and development concepts, technology acquisition, and various types of application software which are essential to be competitive.
Credits 3
Every Fall and Spring
BUS 228 Business Statistics I
A study of the foundations in statistical methods as they apply to the analysis of business conditions and projections. Topics covered include: graphic and tabular representations, measure of central tendency and dispersion, probability, binomial and normal distributions, sampling distributions and hypothesis testing, simple regression and correlation analysis, and index numbers. The pre-requisite of MTH 16 or MTH 30 or MTH 40 is required.
Credits 3
Every Fall
BUS 229 Business Statistics II
This course prepares students to apply statistics and probability concepts to business decisions. Students learn important criterion for developing effective research questions, including the creation of appropriate sampling populations and instruments. Other topics include descriptive statistics, probability concepts, confidence intervals, sampling designs, data collection, and data analysis including parametric and nonparametric tests of hypothesis and regression analysis. The pre-requisite of BUS 228 is required.
Credits 3
Every Spring
BUS 401 Business Policy
Students integrate and apply the functional knowledge and management skills that they have been developing throughout their program to a real-world business problem. Working in multi-disciplinary teams, students perform a comprehensive analysis of the business problem or opportunity and develop a coherent, viable, and defensible strategy. Pre- requisite: Senior Standing (completion of minimum 90 credits)
Credits 3
Every Spring
DNC 61 Dance Through Time
A look at dance in its time and place, with an eye to simultaneous development of corresponding art forms, lifestyles and government involvement in the arts. A survey is offered of the many forms that dance encompasses through an understanding of style, content, and time and place of origin, most lectures will be accompanied by videos, studio work or any of the previous combination. Satisfies the core art 61 requirement.
Credits: 3
Every Fall and Spring
ENG 16 English Composition
English 16 seeks to initiate a dialogue among students that leads them to write with more than their own "personal" position in mind: the readings and classroom discussions give the sense that they are entering an ongoing conversation of consequence. To this end, students in English 16 are required to integrate the thoughts and words of other writers into their own essays. Both in relation to their own experience and to a text or set of texts, student writers in English 16 learn how to articulate and develop a sophisticated argument within a specific rhetorical situation. Three classroom hours per week. Part of Core requirement. One of the following prerequisites is required: ENG 14;
-
Placement Exam
-
610 or higher on Evidence Based Reading & Writing SAT
-
30 or higher on Reading SAT
-
25 or high on ACT Assessment; 31 or high on Writing & Language SAT
Credits: 3
Every Semester
ENG 16X English Composition for Nonnative Speakers
English 16X is a course parallel to English 16 for nonnative speakers who needs additional work in English as a Second Language. Three hours per week. Letter grades and U. This course has an additional fee. The pre-requisite of ENG 14X or the placement exam is required.
Credits: 3
On Occasion
ENG 61 European Literatures I
An examination of significant works of literature from Ancient Greece and Rome and Medieval and Renaissance Italy, France, Germany and England. Intensive readings from epics, sacred books, poems, plays and tales -- arranged chronologically or thematically. All texts read in English. Pre-requisite of ENG 16 is required.
Credits: 3
Every Semester
ENG 62 European Literatures II
An examination of significant works of European literature, from the 18th Century to the present. Intensive readings from a wide representation of texts - novels, poems, plays and essays – arranged chronologically or thematically. All texts read in English. Pre-requisite of ENG 16 is required.
Credits: 3
Every Semester
ENG 63 American Literatures
A survey of the literatures and traditions of the United States from Colonial times to the present,
with attention paid to the larger context of literary traditions across all the Americas - North America, the Caribbean, Latin America. Arranged chronologically or thematically. All texts read in English. Pre-requisite of ENG 16 is required.
Credits: 3
Every Semester
ENG 64 Global Literatures
Drawing primarily from the literatures of Africa and Asia, each section focuses on at least two geographical areas, such as Western Africa, China, India, Japan, Southeast Asia or the Pacific Islands. Broad sweeps of time may be covered or specific periods of high cultural achievements such as the Tang Dynasty, Medieval Japan or West Africa before the European invasion may be highlighted. Topics for individual sections will appear in the Schedule of Classes. All texts read in English. Pre-requisite of ENG 16 is required.
Credits: 3
Every Semester
ENT 200 Entrepreneurship and Innovation
This course is designed to stimulate interest in entrepreneurship in general and in particular, instruct students about business startups and disruptive technologies. Class instruction will include readings, case studies, field trips, and/or guest speakers. Examination of the literature of entrepreneurial behavior while focusing on several high visibility industries/businesses as well as local entrepreneurs will be covered.
Credits 3
Every Fall and Spring
FIN 201 Financial Markets and Institute
This course is designed to familiarize students with the U.S. financial system - its financial institutions, financial markets, and financial instruments and its relationship to the aggregate economy with which the manager must interact when making financial or investment decisions on behalf of companies, nonprofit institutions, government agencies or individuals. Requisites ACC 111, MTH 16 or MTH 30 OR BUS 101, BUS 110, MTH 16, or MTH 30.ACC 111, MTH 16 or MTH 30 OR BUS 101, BUS 110, MTH 16, or MTH 30.
Credits 3
Every Fall and Spring
FIN 202 Introduction to Corporate Finance
This course is designed to familiarize students with the theory of value and financial decision making in the firm relating to financial analysis and planning, working capital management, investing in fixed assets, and the long-term financing of assets - concepts that apply to any type of company or nonprofit institution. The pre-requisite of FIN 201 is required.
Credits 3
Every Spring
FRE 11 Introductory French I
Introductory speaking, reading and understanding French with emphasis on contemporary culture.
Credits: 3
Every Fall and Spring
FRE 12 Introductory French II
Introductory speaking, reading and understanding French with emphasis on contemporary culture. Pre-requisite of FRE 11 is required.
Credits: 3
Every Fall and Spring
HIS 1 Perspectives in Pre-modern World History
A thematic approach to topics in World History that examines content from the history of civilization in at least two geographical regions (Africa, the Americas, Asia, the Middle East or Europe) up to the Modern Era (c. 18th century). All courses are aimed at discovering the nature of historical inquiry, including both an examination of historical facts, and also the importance of perspective, context, and causality in the creation of a historical argument. Topics will be chosen by the faculty member.
Credits: 3
All Sessions
HIS 2 Perspectives in Modern World History
A thematic approach to topics in World History that examines content from the history of civilization in at least two geographical regions (Africa, the Americas, Asia, the Middle East or Europe) from 1500 to present. All courses are aimed at discovering the nature of historical inquiry, including both an examination of historical facts, and the importance of perspective, context, and causality in the creation of a historical argument. Topics will be chosen by the faculty member.
Credits: 3
All Sessions
IBU 221 International Business
This course presents a broad overview of the fundamentals of international business and trade, and familiarizes the student with the basic terminology, key concepts and issues unique to the subject. The student studies the global economy including international trade, investments, and the business environments. The management of multi-national firms is studied in the context of the international financial systems, global market research, and comparative advantage. The pre-requisite of BUS 101 is required.
Credits 3
Every Fall
ITL 11 Introductory Italian I
Introductory speaking, reading and understanding Italian with emphasis on contemporary culture.
Credits: 3
Every Fall
ITL 12 Introductory Italian II
Introductory speaking, reading and understanding Italian with emphasis on contemporary culture. Pre-requisite of ITL 11 is required.
Credits: 3
Every Spring
JOU 61 Journalism, Social Media & You
Examines a wide range of news shared through social media, with attention to the political, economic, democratic, and satirical motives of diverse media creators. Considers the role of new technologies and the proliferation of fake news, propaganda, hoaxes, rumors, and advertising on the Internet. Explores principles and practices of credible journalism, such as objectivity and balance. Students develop news-literacy skills and learn to evaluate and curate their social-media newsfeeds. Satisfies the Arts core requirement.
Credits: 3
Every Fall and Spring
LAW 201 Business, Law, and Society
This course explores the legal and social contexts within which businesses operate and the interaction between business entities and the American legal system. Students examine various areas of law that are inherently associated with operating a business enterprise, workplace issues, regardless of career path, and transactions that are commonplace in their daily lives. Topics include, but are not limited to, laws pertaining to contracts, sales, torts, antitrust, securities regulations, employment discrimination, as well as ethics, and the legal aspect of different business entities forms. Pre-requisite: BUS 101; Co-requisite: BUS 110
Credits 3
Every Fall
MAN 231 Managerial Communications
A vital skill of any aspiring business executive is the ability to write clearly and concisely. In every field of business the emphasis is on communication both within the organization as well as outside it. This course develops the student's ability to read critically, to evaluate information, to present evidence to support conclusions, and to make recommendations in an effective written business style. This is a Writing-Across-the-Curriculum (WAC) Course. Prerequisites: SPE 3 or 3X or HSP 21, HEG 21 and HEG 22
Credits 3
Every Spring
MKT 201 The Fundamentals of Marketing
A detailed and critical analysis of the nature and purpose of marketing designed to give the student an overall view of the field. This course emphasizes the importance of integration and coordination of marketing activities so that practice and procedure can be geared to understanding effective operations. Consideration is given to such areas as the consumer and the market, product planning and development, distribution structure, pricing, marketing research, advertising and sales promotion, and the marketing of industrial goods and services. A fundamental approach to the area of model construction in marketing is also examined. The pre-requisite of BUS 101.
Credits 3
Every Spring
MKT 325 Consumer Behavior
The aspects underlying consumer decisions and experiences in relation to effective marketing management. This course includes an examination of the social sciences on which behavior is based, drawing on the fields of psychology, sociology, and cultural anthropology. Topics include learning, motivation, consumer attitudes, ethical issues, cross-cultural consumer behavior, and technological aspects influencing consumer behavior. Pre-requisite of MKT 201 is required.
Credits 3
Every Fall
MKT 331 Marketing Research: Its Planning Techniques and Evaluation by Management in the Solution of Marketing
Marketing research viewed as a systematic problem-solving activity concerned with the compilation, analysis and interpretation of marketplace trends. Makes available the various techniques that are generally derived from the physical and social sciences. Pre-requisite of MKT 201 is required.
Credits 3
Every Spring
MTH 16 Finite Mathematics
Selected topics from matrix algebra, linear programming, consumer mathematics, probability, sets and counting techniques. Students who have taken MAT 15 or 11Y are exempt from MAT 16. One of the following prerequisites is required:
-
DSM 09
-
MW 9
-
Placement Exam
-
500 or higher on MATH SAT
-
22 or higher on ACT Assessment
Credits: 3
All Sessions
MUS 61 Music and Culture
An introduction to musical styles that places music in its cultural context: history, painting, literature and ideas. To enhance the capacity to understand and enjoy music of every kind, the course begins with the elements of music that a composer combines in distinctive and characteristic ways to form a musical composition. Satisfies the core arts requirement.
Credits: 3
Every Semester
PHI 60 Philosophical Explorations
PHI 60 is an integrated core course that introduces students to the basic concepts and methods of elementary logic and philosophical inquiry, while emphasizing the critical intellectual skills needed both in philosophical reflection and in coping with the many practical challenges of modern living. Students will learn to avoid common fallacies in informal reasoning and argumentation, to distinguish good from bad reasoning generally, and to engage in general problem solving, productive dialogue, and effective communication. They will engage in responsive and critical writing, while being guided in close reading and discussion of important philosophical texts from ancient times and the modern world. They will also become acquainted with some major traditions of ethical thought and the central problems of contemporary moral philosophy, while sharing, examining, sharpening and refining their own ethical sensibilities and values. The course as a whole will aid them in becoming more informed, methodical, and incisive thinkers, better able to exercise their voices as active citizens in the public sphere.
Credits: 3
Every Semester
PHI 61
PHI 62
SPA 11 Introductory Spanish I
Introductory speaking, reading, writing and understanding Spanish.
Credits: 3
Every Fall, Spring and
Summer
SPA 12 Introductory Spanish II
Introductory speaking, reading, writing and understanding Spanish. Pre-requisite: SPA 11, HLS 21 or its equivalent. The pre-requisite of SPA 11 or HLS 21 is required.
Credits: 3
Every Fall, Spring and
Summer
SPE 3 Oral Communication
An introduction to communication theory and interpersonal skills. Students develop oral presentation techniques, including public speaking, group discussion and oral readings. Evaluation of individual student speech through analysis of voice and diction is conducted.
Credits: 3
Every Semester
THE 61 The Theatrical Vision
This core course gives students an overall experience and understanding of the art and craft of Theatre and the process of making it happen. Students learn about the history of theatre, the visual and kinaesthetic elements of production and performance, the audience as spectators, how to read and analyze plays and the use of space in creating the theatre experience for both performer and audience.
Credits: 3
Every Semester
CONTACT
School of Business
Graziela Fusaro, Dean
Graziela.Fusaro@liu.edu
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