Marketing

SCHOOL OF BUSINESS

B.S. in Marketing

In today's fiercely competitive global economy, sophisticated marketing is often the key to the survival and continued growth of any business organization. The degree equips students to make strategic decisions regarding product design, product portfolio, distribution, pricing, advertising and promotion, sales, customer service, digital marketing, branding and licensing and other elements of the ever-changing marketing landscape.

The College of Management at LIU Post is known for its distinguished professors, state-of-the-art facilities and strong network of successful alumni. Marketing majors take classes in a technologically advanced academic environment. The College's Center for Learning is equipped with wireless classrooms, two board rooms, a financial markets classroom, small seminar rooms and a student lounge. Students can increase their future job prospects by interning at corporations and organizations in New York City and on Long Island.

The Bachelor of Science degree in Marketing is accredited by AACSB International. The AACSB designation recognizes that you have received the highest quality preparation and skills in basic and advanced concepts of marketing and business administration.


Program Curriculum

Course # Course Name Credits
Required Marketing Courses
(30 Credits)
ACC 11 Accounting Principles I
3
DA 118 Data Analytics using Excel
3
FIN 11
Principles of Finance I  3
MAN 11 Principles of Management
3
MAN 16 Business Communication
MKT 11 Marketing Principles and Practices 
MKT 35 Integrated Marketing Communications  3
MKT 70 International Business: The Firm & Environment
3
QAS 20 Business Statistics
 Choose one of the following courses
ENT 101 Foundations of Entrepreneurship
3
ENT 17 Social Entrepreneurship
3
Concentration in Digital Marketing
(15 Credits)
MKT 15 Online Consumer Behavior 
MKT 24 Digital Marketing and Branding 
MKT 26 Digital Marketing Analytics
3
MKT 23  Social Media Marketing
3
MKT 80 Capstone in Digital Marketing 3
Concentration in Branding and Licensing
(15 Credits)

MKT 14

Consumer Motivation and Behavior

3

MKT 25

Brand Management
3
MKT 36 Brand Licensing
MKT 41

Advertising

3

MKT 82 

Capstone in Branding and Licensing 

3

 Business Electives
(15 Credits)

 Choose six courses from any of the following subject areas:
ACC, BUS, DA, FIN, LAW, MAN, MIS, MKT, or QAS
Liberal Arts and Sciences Electives 
(27-28 Credits) *
Required Courses (which can be included in core or electives)
ECO 10 Introduction to Microeconomics 3
ECO 11 Introduction to Macroeconomics 3

MTH 4

Introductory Mathematics for Business

3

MTH 6 Calculus for Business and Social Science

Course # Course Name Credits
Required Core Courses 
(32-33 Credits)
POST 101 Post Foundations 1
FY First-Year Seminar 3
ENG 1** Writing 1 3
ENG 2** Writing 2 3
MTH 5 Quantitative Reasoning 3-4 
Choose one course from each of the five below course clusters and one additional course from one of the clusters.
Scientific Inquiry & the Natural World
4
Creativity Media & the Arts 3
Perspectives on World Culture 3
Self, Society & Ethics 3
Power, Institutions & Structures (ECO 10 Required) 3
One additional course from one of the five above clusters. (ECO 11 Required) 3

* Some courses may count as core and others as electives.

** In addition to ENG 1 and 2, students take at least 3 more writing intensive (WAC) courses as part of their major, core, or elective courses.  ENG 303 and 304 can satisfy the ENG 1 and 2 requirement for students in the Honors College.

Credit Requirements
Total Major Requirement Credits 30
Total Elective Major Credits (Including Concentration)
30
Total Elective Liberal Arts & Sciences Credits 27-28
Total Core Requirement Credits 32-33
Total Degree Credits 120

Courses

ACC 11 Accounting Principles I

This course presents an introduction to fundamental financial accounting principles, concentrating on identifying, recording, and communicating the economic events of a business organization. This course studies the theory and practice of accounting. Topics covered during the semester include the balance sheet, income statement, and principles required to understand financial accounting systems.

Credits: 3
Every Semester


DA 118 Data Analytics using Excel        

The course provides students with the opportunity to learn data processing skills needed to execute business and professional functionalities using Microsoft Excel. It also prepares students to master more advanced, data analytics skills in Excel. Emphasis is placed on how to efficiently navigate big datasets and use the keyboard to access commands during data processing. The course provides students extensive hands-on experience in learning through practicing with datasets drawn from accounting, finance and other business scenarios. Students will also learn the basis for conceptualizing and designing data analytics projects with the highest level of integrity. Data visualization skills are also introduced and reinforced throughout the course. At the end of the course students are expected to pass the exam and earn the Microsoft Office Specialist certification in Excel.

Credits: 3
Every Semester


ECO 10 Introduction to Microeconomics

This course discusses the important economic theories and concepts that facilitate understanding economic events and issues. Its main focus is on the choices made by consumers, producers, and governments, and their interactions of these choices. Topics include demand and supply, consumption, and production, competitive and non-competitive product markets, markets for resources, and welfare. This course fulfills the Power, Institutions, and Structures thematic cluster requirement in the core curriculum.

Credits: 3
On Occasion


ECO 11 Introduction to Macroeconomics

This course discusses the important economic theory and concepts that facilitate understating economic theories and concepts that facilitate understanding economic events and questions. Its main focus is on analyzing the behavior of important economic aggregates such as national income, unemployment, inflation, interest rates, exchange rates and economic growth.  The effects of the government's monetary and fiscal policies on economic growth and inflation are also examined. This course fulfills the Power, Institutions, and Structures thematic cluster requirement in the core curriculum. Prerequisite of ECO 10 is required.

Credits: 3
Every Fall, Spring and Summer


ENT 17 Social Entrepreneurship Consulting

On a rotating semester basis, various entrepreneurship specialties will be covered such as social marketing, crowd funding, E-commerce, social entrepreneurship, etc.

Credits: 3
Every Semester


ENT 101 Foundations of Entrepreneurship

Introduction to the fundamentals of Entrepreneurship helps students gain an understanding of the business principles necessary to start and operate a business. Students will develop an awareness of the opportunities for new venture formation and develop the planning skills needed to open a new technology-based enterprise. Students will explore the traits and characteristics of successful entrepreneurs and, gain an awareness of knowledge needed in research, planning, operations, and regulations impacting investment readiness. They will learn strategies of business in management and marketing and the economic role of the entrepreneur in the market system. The course will cover all aspects of entrepreneurship and enterprise formation. By the end of the class students should be ready to start their own business from the ground up. 

Credits: 3
Every Spring


FIN 11 Principles of Finance I

This course provides basic principles by which the modern corporation manages its assets, controls its liabilities and raises new capital. Topics covered include the mathematics of finance, valuation and rates of return on securities, financial statement analysis, forecasting, planning and budgeting, working capital management, introduction to capital budgeting techniques, and cost of capital considerations.  Prerequisite or Co-requisite of ACC 11 is required or permission of Chair.

Credits: 3
Every Semester


MAN 11 Principles of Management

This course introduces the student to management history, concepts, theories and practices. The managerial functions of planning, organizing, leading and controlling are examined.

Credits: 3
Every Semester


MAN 16 Business Communication

Writing Across the Curriculum (WAC) This course examines the opportunities and problems inherent in the process of business communication. The course is designed to improve effective business communication with emphasis on individual and interpersonal skills building. Topics include, but are not limited to, determining appropriate style and tone in various types of written business communications; strengthening verbal effectiveness through the use of presentations and graphics; and learning to interpret and use non-verbal communication for greater impact. This course addresses the unique communication challenges that arise as a result of diversity, globalization and the pervasiveness of technology. Prerequisites: FIN 11, MAN 11, MAN18, MAN 11. Junior status.

Credits: 3
Every Fall, Spring and Summer


MKT 11 Marketing Principles and Practices

This is the core-marketing course for the LIU Undergraduate Program and it also appeals to non-business-majors who are interested in marketing. The aim of the course is to provide a rigorous and comprehensive introduction to contemporary marketing practice. The participants learn how to analyze complex business situations, identify underlying problems and decide on courses of actions with the help of the modern marketing management techniques. The students learn the concepts and terminology of modern marketing management during lectures, cases and class discussions. Application of the marketing management concepts becomes the focus for the term project.

Credits: 3
Every Semester


MKT 14 Consumer Motivation and Behavior

This course studies consumer behavior from a psychological and sociological perspective stressing consumer motivation, personality, psychographics and lifestyle research, social class and culture, learning theory, attitude formation and change, opinion leadership and diffusion of innovations.

Writing Across Curriculum

Prerequisite of MKT 11 is required

Credits: 3
Every Semester


MKT 15 Online Consumer Behavior

This course will provide an overview of how companies locate and engage with customers in today's online environment. We will also examine the evolution of buying behavior in the online marketplace, and the ability of digital marketers to access increasing amounts of consumer data as they look to target new consumers. Students will be provided with an overview of technologies that have enabled marketers to pivot from a one-to-many towards a more personalized approach in communications. We will also examine various retail industries to determine which have the ability to grow in a digital market. During the course, we will examine how successful multi-national companies have made this transition in their business model, and also look at companies who have not been able to make this transition and are no longer viable. Prerequisite of MKT 11 is required.

Credits: 3
Every Fall


MKT 23 Social Media Marketing

Students will learn the necessary components for creating and launching social media campaigns including Facebook, Instagram, and Twitter, among others. We will research how to create effective brand messages based on the use of storytelling. This course will cover the components of designing specific digital advertisements that are geared towards attracting new customers, retaining current customers and/or re-engaging past customers. Students will also create landing pages as an additional tool to assist them in deploying digital campaigns. Students will then target their campaigns to selected markets and measure the results on their activity. Prerequisite of MKT 11 is required.

Credits: 3
Every Spring


MKT 24 Digital Marketing and Branding

Discover the exciting cutting-edge frontier of marketing and develop skills to help all businesses and organizations adapt to the new digital age.  Beginning with an overview of current technology development, this course surveys the most important ideas and tools practiced by leading digital companies including search engine marketing, social network marketing, social media marketing, and electronic commerce.  This course examines digital marketing as the intersection between technology and liberal arts, and emphasizes the fundamental role of liberal arts in the areas of product design and promotion.  This course emphasizes the role that digital media plays in licensing, brand management, and retail distribution of licensed properties.  Hands-on experience is required by learning coding to build digital marketing elements and by using social media to market brand and product. Prerequisites of MKT 11 and 14 are required.

Credits: 3
On Occasion


MKT 25 Brand Management

Students will develop core skills needed towards understanding, crafting, measuring, and managing brand strategies across a variety of industries, such as fashion, sports, and entertainment. The course draws on marketing, sociological, psychological, and technological theories of consumer behavior and culture and examines branding as a co-creation of consumers, marketers, and culture. The course objectives are to: 1) design effective brand identities and value propositions as part of overall business strategy; 2) develop brand-building and licensing programs (including associated legal issues); 3) apply brand licensing and creative elements for effective branding; 4) license key brands to expand retail channels internationally; and 5) leverage digital technologies, such as social media marketing, to promote branding and licensing programs. Prerequisite of MKT 11 is required.

Credits: 3
Every Fall and Spring


MKT 26 Digital Marketing Analytics

Students will learn how to use and interpret data as a critical tool in creating and assessing online marketing campaigns. During the course students will examine various campaigns and data points to learn how to analyze key performance indicators. We will also cover how to determine which factors are forward and lagging indicators, how to conduct A/B testing, and make necessary adjustments in digital campaigns to maximize results. Prerequisite of MKT 11 is required.

Credits: 3
Every Fall and Spring


MKT 35 Integrated Marketing Communications

The course focuses on promoting synergy of marketing communications practices and relationships with the customer. It emphasizes strategic planning and management of marketing communications. The program covers a variety of functional areas including advertising, public relations, direct response, sales promotion and event sponsorship, as well as basic principles of brand communication relationships and position strategies. Prerequisite of MKT 11 is required.

Credits: 3
Every Semester


MKT 36 Brand Licensing

This course aims to explore the meaning of brand equity and to study how to evaluate and maximize opportunities for communicating that equity through brand extensions and licensing. It provides students with a clear understanding of how firms utilize brand extensions and licensing for effective marketing communications to help achieve their particular goals and objectives as well as the strategic and creative process that must be followed to succeed. Students will learn how companies deliver new brand-aligned products to the marketplace through the vehicle of trademark licensing. The course relies heavily on examples and case studies of actual brand programs that have been developed by famous and some not-so-famous brands and other owners of intellectual property (including celebrities, sport leagues, and fashion designers among others). Prerequisite of MKT 11 is required.

Credits: 3
Every Fall


MKT 41 Advertising

The course studies advertising strategy including positioning, institutional advertising, advocacy advertising, media selection and scheduling, agency relations, the role of the advertising manager, comparative advertising, the creative process, the use of testimonials, cooperative advertising, and the assessment of advertising effectiveness and consumer reactions. Prerequisite of MKT 11 is required.

Credits: 3
Every Semester


MKT 70 International Business: The Firm & Environment

The course aims to introduce the students to the discipline of international business. It discusses the uniqueness of the international environment and identifies the opportunities and threats for domestic business. It explains the key institutions that have facilitated globalization through the multilateral negotiation process. The bilateral forces stimulating regionalization are also analyzed. Of particular concern is the role of the firm in these processes. Theories and concepts related to trade, investment and strategic decisions including corporate structural options are discussed.

Credits: 3
On Occasion


MKT 80 Capstone in Digital Marketing

This capstone course provides students with the strategic and analytical skills to succeed in organizations that are using digital marketing tools and resources. The organizations include the "suppliers" of these new digital tools (e.g., Google, Facebook, and Amazon) and digital marketing agencies.  This course will cover the various roles of a digital marketing agency or corporate digital marketing department including; budgeting, project planning, attracting and retaining clients, and executing digital marketing campaigns. Students will evaluate a case study of an agency or department that is managing clients and outside vendors, create the strategic plan for this agency or department, and choose the business model and digital platforms that will best support the company in the future. Pre requisites: MKT 23, MKT 24 and MKT 26.

Credits: 3
Every Spring


MKT 82 Capstone in Branding and Licensing

The course investigates the following critical aspects of brand management and licensing including branding and licensing technologies, the cognitive and cultural factors that shape customer perceptions, development of a differentiated brand identity, impact of changing technology on brand communication, and primary and secondary brand identifiers. Students will work in teams to develop an effective marketing plan using marketing analytics to evaluate brand equity and licensed properties. Pre requisites: MKT 25, MKT 36 and MKT 41

Credits: 3
Every Spring


QAS 20 Business Statistics

This course introduces some of the statistical concepts and techniques used in business decision-making at an advanced level. The emphasis is on business application. Problems from the functional areas of accounting, finance, marketing, management, and operations are used to illustrate how probabilistic and statistical thinking and analysis can enhance the quality of decisions.

Credits: 3
Every Semester


Core Courses

ENG 1 Writing I: Composition and Analysis

English 1 is an introductory writing course that uses interpretation and analysis of texts to promote clear thinking and effective prose. Students learn the conventions of academic writing. In addition, students learn how to adapt writing for various audiences and rhetorical situations. This course is required Writing I, an introduction to composition, teaches an understanding of writing in various disciplines through the interpretation and analysis of texts. Students will learn conventions of academic writing. Additionally, students will learn how to adapt in response to different rhetorical situations, genres, purposes, audiences, and other issues of context. Writing I is a course that provides the foundation for understanding how to make meaning from texts. This course is required of all students unless exempted by Advanced Placement credit or successful achievement on the SAT examination in writing. Students exempted by assessment or department proficiency examination must take an upper-level English course in substitution after completing ENG 2. Special sections are offered for students in the Program for Academic Success (P sections), for non-native speakers (F sections), and for students identified as needing more personalized attention (S sections). No Pass/Fail option.

Credits: 3
Every Semester


ENG 2 Writing II: Research and Argumentation

Writing II, a course in research and argumentation, focuses on scholarly research and the citation of information supporting sustained, rhetorically effective arguments. Building on the work of Writing I, this course addresses sensitivity to complex rhetorical and stylistic choices. Students will learn to use sources and resources effectively and ethically, including library holdings and databases, in service of scholarly arguments grounded in research. This course is required for all students unless exempted by Advanced Placement credit. Special sections are offered for students in the Program for Academic Success (P sections) and for non-native speakers (F sections). No Pass/Fail option. Prerequisite of ENG 1 is required.

Credits: 3
Every Semester


FY  First-Year Seminar and Post 101

Provide an emphasis upon the intellectual transition to college, first-year seminars focus on oral communication and critical reading skills taught in the context of theme-oriented academic courses specifically designed to meet the needs of first-year students. The content of these courses varies by discipline, but each course is limited to twenty students and linked in a learning community with a section of Post 101. First-Year Seminars involve intensive faculty mentoring and provide a source of support and insight to students who are encountering the new responsibilities connected to college life. First-Year Seminars can also be used to fulfill major requirements or can be used as electives, including, in many cases, liberal arts electives. Post 101 is best understood a one-credit course preparing first-year students for the challenges of college life. It emphasizes engagement with the campus community as a preparation for engagement with the world as an active, informed citizen. Weekly hour-long class meetings emphasize a holistic approach to learning and introduce students to the behavior, foundational skills, and intellectual aptitudes necessary for success.

Credits: 4


MTH 4 Introductory Mathematics for Business and Social Sciences

 Sets, numbers, polynomials, solution of equations, inequalities, functions and graphs are covered. Not open to students who have taken MTH 3, 3S, 5, 6, 7, 8.

Credits: 3
Every Semester


MTH 6 Calculus for Business and Social Science

Limits, derivatives, maxima and minima, indefinite and definite integration, and applications are covered. Prerequisite of MTH 4 or 5 is required. Not open to students who have taken MTH 7.

Credits: 3
Every Semester


Post 101 and FY  First-Year Seminar

Provide an emphasis upon the intellectual transition to college, first-year seminars focus on oral communication and critical reading skills taught in the context of theme-oriented academic courses specifically designed to meet the needs of first-year students. The content of these courses varies by discipline, but each course is limited to twenty students and linked in a learning community with a section of Post 101. First-Year Seminars involve intensive faculty mentoring and provide a source of support and insight to students who are encountering the new responsibilities connected to college life. First-Year Seminars can also be used to fulfill major requirements or can be used as electives, including, in many cases, liberal arts electives. Post 101 is best understood a one-credit course preparing first-year students for the challenges of college life. It emphasizes engagement with the campus community as a preparation for engagement with the world as an active, informed citizen. Weekly hour-long class meetings emphasize a holistic approach to learning and introduce students to the behavior, foundational skills, and intellectual aptitudes necessary for success.

Credits: 4