Undergraduate and Graduate Bulletins

Department of Marketing and International Business

Field Description

Marketing is a strategic process of planning and executing the conception, pricing, promotion, and distribution of goods and services to create exchanges that satisfy consumer and organizational objectives. Through its development and management of brand equity, marketing is fundamental to the successful functioning and profitability of any business, large or small. Students can examine the overall marketing management process by taking the general marketing track or may elect to focus on the advertising and marketing communication track or international marketing track.

International business is a multidisciplinary field of relevance to students of business with a broad range of interests and in preparation for careers in organizations ranging from small import-export firms to large multinational corporations.

The department offers a major in marketing management and a major in international business.

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The Major in Marketing Management

The Department of Marketing and International Business offers a wide variety of courses to meet the specific career orientations of students interested in any facet of the marketing and international business process. While students will earn BBA degrees in marketing management, the scope and depth of course offerings permit students a choice of designing their own program by taking designated courses from one of four different tracks:

In the track that you choose, you must fulfill the track requirements described below. Your transcript will indicate that you have a major in marketing management with one of the three tracks that you have chosen.

Honors in Marketing: The Department of Marketing and International Business offers honors courses to eligible students who undertake individual projects or a thesis under the direct supervision of an honors advisor for a total of 6 elective credits.

Internship Programs: All tracks offer an internship program to qualified advanced students who meet department criteria.

Information on the Honors Program and on the internship programs can be obtained from the department office, located in Room 12-240 of the Newman Vertical Campus.

Marketing Track

Track Core
MKT 3400 International Business Principles 3 credits
MKT 3600 Marketing Research 3 credits
MKT 3605 Consumer Behavior 3 credits
MKT 5750 Marketing Strategy 3 credits

Track Electives
Choose any four courses from the following:
MKT 3520 Advertising and Marketing Communications 3 credits
MKT 4120 Media Planning 3 credits
MKT 4123 Marketing Web Analytics and Intelligence 3 credits
MKT 4131 Persuasive Communication Techniques and Strategies 3 credits
MKT 4151 Direct and Interactive Marketing 3 credits
MKT 4152 Direct Marketing II: Database Marketing and Managing the Creative Process 3 credits
MKT 4171 Public Relations 3 credits
MKT 4401 International Trade Financing 3 credits
MKT 4410 International Trade Operations 3 credits
MKT 4420 International Marketing Research and Management 3 credits
MKT 4460 International Supply Chain Management 3 credits
MKT 4511 Marketing Channels 3 credits
MKT 4523 Green Marketing 3 credits
MKT 4530 Selected Topics in Marketing* 3 credits
MKT 4540 Branding 3 credits
MKT 4555 Internet Marketing 3 credits
MKT 4557 Digital Advertising 3 credits
MKT 4560 Entertainment Marketing 3 credits
MKT 4700 Business Marketing Management 3 credits
MKT 4876 Managing Customer Experiences 3 credits
MKT 4900 Managing Customer Relationships 3 credits
MKT 4910 Selling and Sales Management 3 credits
MKT 4911 Communications Skills for Selling and Marketing 3 credits
MKT 4912 Retailing I: Retail Marketing 3 credits
MKT 4913 Retailing II: Retailing Management and Merchandising 3 credits
MKT 4966 Social Media Marketing and New Ventures 3 credits
MKT 5000 Independent Study 3 credits
MKT 5550 Product Planning and Development 3 credits
ECO 3250 International Economics* 3 credits
IBS 3000 Technology, Innovation, and the Global Enterprise 3 credits
LAW 3106 Law and Entrepreneurship* 3 credits
LAW 3111 Law and International Business* 3 credits
LAW 3118 Law of Unfair Competition and Intellectual Property* 3 credits
LAW 3220 Law and the Entertainment Business* 3 credits
MGT 4880 Management of Multinational Corporations* 3 credits

MKT 5100 Marketing Internship may be taken as a free elective, but it cannot be taken to satisfy the requirement for the major.

*May be taken more than once if a different topic is dealt with. Topics are announced in the Schedule of Classes


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International Marketing Track

Track Core
MKT 3400 International Business Principles 3 credits
MKT 3600 Marketing Research 3 credits
MKT 3605 Consumer Behavior 3 credits
MKT 4410 International Trade Operations 3 credits
MKT 4420 International Marketing Research and Management 3 credits
MKT 5750 Marketing Strategy 3 credits

Track Electives
Choose any two courses from the following:
MKT 4401 International Trade Financing 3 credits
MKT 4460 International Supply Chain Management 3 credits
ECO 3250 International Economics and Finance 3 credits
FIN 4910 International Financial Markets 3 credits
LAW 3111 Law and International Business 3 credits
COM 3069 Intercultural Communication
3 credits
COM 3076 International Communication 3 credits
MGT 4880 Management of Multinational Corporations 3 credits

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Advertising and Marketing Communication Track

Track Core
MKT 3520 Advertising and Marketing Communications 3 credits
MKT 3600 Marketing Research 3 credits
MKT 3605 Consumer Behavior 3 credits
MKT 5750 Marketing Strategy 3 credits

Track Electives
Choose any four courses from the following:
MKT 4120 Media Planning 3 credits
MKT 4131 Persuasive Communication Techniques and Strategies 3 credits
MKT 4171 Public Relations 3 credits
MKT 4540 Branding 3 credits
MKT 4555 Internet Marketing 3 credits
MKT 4557 Digital Advertising 3 credits
MKT 4876 Managing Customer Experiences 3 credits
MKT 5150 Advertising Campaigns I: Ad Competition 3 credits
MKT 5151 Advertising Campaigns II: Ad Competition 3 credits

The following courses do not count toward fulfilling the requirements for the advertising track or the marketing major. However, students interested in advertising may wish to consider taking one or more of the following:

ART 2050 Basic Graphic Communication: Design and Advertising Layout
3 credits
ART 3050 Intermediate Graphic Communication: Layout and Pub Design
3 credits

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Digital Marketing Track

Track Core (15 credits)
MKT 3600 Marketing Research 3 credits
MKT 4123 Marketing Web Analytics and Intelligence 3 credits
MKT 4555 Internet Marketing 3 credits
MKT 5750 Marketing Strategy 3 credits
and
MKT 3605 Consumer Behavior 3 credits
or
MKT 4700 Business Marketing Management 3 credits

Track Electives
Choose any three courses from the following, two of which must be marketing (MKT) or international business (IBS) courses:
MKT 4151 Direct and Interactive Marketing 3 credits
MKT 4460 International Supply Chain Management 3 credits
MKT 4557 Digital Advertising 3 credits
MKT 4966 Social Media Marketing and New Ventures 3 credits
IBS 3000 Innovation, Technology and the Global Enterprise 3 credits
CIS 3444 E-Business Technologies 3 credits
CIS 3630 Principles of Web Design 3 credits
LAW 3108 Law and the Internet 3 credits
LAW 3118 Law of Unfair Competition and Intellectual Property 3 credits
MGT 4967 Technology, Innovation, and Design in Entrepreneurship 3 credits

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Business to Business Marketing Track

Track Core (15 credits)
MKT 3400 International Business Principles 3 credits
MKT 3600 Marketing Research 3 credits
MKT 4511 Marketing Channels 3 credits
MKT 4700 Business Marketing Management 3 credits
MKT 5750 Marketing Strategy 3 credits

Track Electives
Choose any three courses from the following: (9 credits)
IBS 3000 Innovation, Technology and the Global Enterprise 3 credits
MKT 4420 International Marketing Research and Management 3 credits
MKT 4460 International Supply Chain Management 3 credits
MKT 4540 Branding 3 credits
MKT 4555 Internet Marketing 3 credits
MKT 4910 Selling and Sales Management 3 credits
LAW 3102 The Law of Business Organizations 3 credits
MGT 3710 Operations Planning Systems 3 credits
MGT 4551 Service Operations Management 3 credits
PSY 3058 Small Group Processes 3 credits

 

Students wishing to focus on the value chain management aspect of this track should choose three electives from among IBS 3000, MKT 4460, LAW 3102, MGT 3710, MGT 4551, and PSY 3058. Students seeking an organizational marketing focus should choose from among MKT 4420, MKT 4540, MKT 4555, MKT 4910, LAW 3102, and PSY 3058.)

 

The Major in International Business

Baruch College has recognized international business as an important area of study for over 60 years. The new international business major (to begin in Fall 2010) will build on that history and provide students with a comprehensive understanding of international business principles as they apply in a business setting, expertise in a functional area (initially marketing or finance) within traditional business disciplines, appreciation and awareness of foreign cultures and practices in both business and social environments, knowledge of a second language to conduct business in a foreign country, and practical business experience in an international environment, i.e., the practicum project in the capstone course and possibly an international internship.

Students who graduate from this program will be some of the most well-rounded graduates because they have likely lived in a foreign country, learned a foreign language, worked on international projects, become an expert in a functional business area, and met the requirements of a Baruch BBA degree.

For a major in international business, students are required to take: (1) 21 credits of international-related courses (four core courses and three electives); (2) a three-course minor in either finance or marketing; and (3) a Tier III minor in a foreign language.

Information on the major, the internship, and language courses can also be obtained from the Weissman Center for International Business, located in Room 810, 137 East 25th Street, telephone: 646-312-2070, or from Professor Clifford Wymbs (Room 12-284 in the Newman Vertical Campus; telephone: 646-312-3299; clifford.wymbs@ baruch.cuny.edu).

Required Core Courses (12 credits)

MKT 3400 International Business Principles 3 credits
IBS 4200 International Markets, Cultures, and Institutions 3 credits
MGT 4880 Management of Multinational Corporations 3 credits
IBS 5750 International Competitiveness (capstone course) 3 credits

Electives (9 credits)

Choose three additional courses from the following:

IBS 3000 Innovation, Technology and the Global Enterprise 3 credits
MKT 4410 International Trade Operations 3 credits
MKT 4460 International Supply Chain Management 3 credits
IBS 5000 Independent Study in International Business 3 credits
IBS 5350 Special Topics in International Business 3 credits
COM 3069 Intercultural Communication
3 credits
LAW 3111 Law and International Business* 3 credits
POL 3344 International Organizations 3 credits
 

Required Courses for Minor

Minor in Finance (9 credits)
FIN 3610 Corporate Finance 3 credits
FIN 3710

Investment Analysis

3 credits
ECO 3250 International Economics and Finance 3 credits
or
Minor in Marketing (9 credits)
MKT 3605 Consumer Behavior 3 credits
MKT 4420 International Marketing Research and Management 3 credits
MKT 4700 Business Marketing Management 3 credits
 

Tier III Minor for International Business Majors

A Tier III minor is to be taken in a foreign language. Examples of Tier III language minors include Chinese, French, Hebrew, Italian, Japanese, and Spanish. However, students who demonstrate proficiency in a second language via test can take another Tier III minor. Possible choices include Asian and Asian American studies; Latin American and Caribbean studies; information technology and social responsibility; religion and culture; and political science.


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Minors for Business Major*

Students pursuing a non-marketing major within the Zicklin School of Business may choose between a minor in marketing or international business. Each minor consists of 9 credits.

Marketing
Choose any three courses (9 credits) from those offered by the Department of Marketing and International Business, except MKT 3000. The selection of courses should be based on the recognition that everyone, regardless of major, needs to engage in marketing, whether for oneself, one's business, one's product, or one's service. Accordingly, course selection should be based on an assessment of which courses will best further one's career goals. Note that most courses have pre or corequisites.

International Business
MKT 3400 International Business Principles 3 credits
Plus two of the following, keeping in mind that most of these courses have pre- or corequisites:
MKT 4410 International Trade Operations 3 credits
MKT 4420 International Marketing 3 credits
MKT 4460 International Logistics 3 credits
ECO 3250 International Economics and Finance 3 credits
LAW 3111 Law and International Business 3 credits
MGT 4880 Management of Multinational Corporations 3 credits

**Optional second minors open only to students pursuing a major within the Zicklin School of Business.

†Marketing management majors (except those in the international marketing track) may elect the international business minor. They must substitute another international business course for MKT 3400 if used for the marketing management major.
 

Minors for Non-Business Major

Students in the Weissman School of Arts and Sciences or in the School of Public Affairs who wish to take business courses may do so by declaring a minor in marketing or in international business. Before declaring the minor, they must complete either BUS 1001 (1 credit) or have previously completed BUS 1000 (3 credits). To be awarded the minor, students must have a GPA of 2.0 or more in the courses included in the minor. Eligibility to declare such a minor is restricted to students who have an overall GPA of 2.0 or more at the time they declare the minor. Courses that apply to the minor may not be used for any other requirement. This minor does not fulfill the requirement to complete a Tier III minor.

Students must choose three courses (9 credits) from the following:
Marketing
MKT 3000 Marketing Foundations 3 credits
MKT 3400 International Business Principles 3 credits
MKT 4511 Marketing Channels 3 credits
MKT 4555 Internet Marketing 3 credits
MKT 4700 Business Marketing Management 3 credits
 
International Business
MKT 3400 International Business Principles 3 credits
MKT 4410 International Trade Operations 3 credits
MKT 4460 International Supply Chain Management 3 credits
ECO 3250 International Economics 3 credits
LAW 3111 Law and International Business 3 credits

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