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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 five 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 five 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.

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Marketing Track 

Track Core

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MKT 3400

International Business Principles3 credits
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MKT 3600

Marketing Research3 credits
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MKT 3605

Consumer Behavior3 credits
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MKT 5750

Marketing Strategy3 credits

Track Electives
Choose any four courses from the following:
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MKT 3520

Advertising and Marketing Communications3 credits
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MKT 4120

Media Planning3 credits
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MKT 4123

Marketing Web Analytics and Intelligence3 credits
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MKT 4131

Persuasive Communication Techniques and Strategies3 credits
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MKT 4151

Direct and Interactive Marketing3 credits
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MKT 4152

Direct Marketing II: Database Marketing and Managing the Creative Process3 credits
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MKT 4171

Public Relations3 credits
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MKT 4401

International Trade Financing3 credits
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MKT 4410

International Trade Operations3 credits
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MKT 4420

International Marketing Research and Management3 credits
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MKT 4460

International Supply Chain Management3 credits
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MKT 4511

Marketing Channels3 credits
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MKT 4523

Green Marketing3 credits
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MKT 4530

Selected Topics in Marketing*3 credits
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MKT 4540

Branding3 credits
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MKT 4555

Internet Marketing3 credits
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MKT 4557

Digital Advertising3 credits
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MKT 4560

Entertainment Marketing3 credits
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MKT 4700

Business Marketing Management3 credits
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MKT 4876

Managing Customer Experiences3 credits
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MKT 4900

Managing Customer Relationships3 credits
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MKT 4910

Selling and Sales Management3 credits
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MKT 4911

Communications Skills for Selling and Marketing3 credits
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MKT 4912

Retailing I: Retail Marketing3 credits
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MKT 4913

Retailing II: Retailing Management and Merchandising3 credits
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MKT 4966

Social Media Marketing and New Ventures3 credits
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MKT 5000

Independent Study3 credits
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MKT 5550

Product Planning and Development3 credits
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ECO 3250

International Economics*3 credits
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IBS 3000

Technology, Innovation, and the Global Enterprise3 credits
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LAW 3106

Law and Entrepreneurship*3 credits
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LAW 3111

Law and International Business*3 credits
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LAW 3118

Law of Unfair Competition and Intellectual Property*3 credits
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LAW 3220

Law and the Entertainment Business*3 credits
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MGT 4880

Management of Multinational Corporations*3 credits

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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

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MKT 3400

International Business Principles3 credits
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MKT 3600

Marketing Research3 credits
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MKT 3605

Consumer Behavior3 credits
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MKT 4410

International Trade Operations3 credits
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MKT 4420

International Marketing Research and Management3 credits
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MKT 5750

Marketing Strategy3 credits

Track Electives 
Choose any two courses from the following:
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MKT 4401

International Trade Financing3 credits
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MKT 4460

International Supply Chain Management3 credits
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ECO 3250

International Economics and Finance3 credits
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FIN 4910

International Financial Markets3 credits
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LAW 3111

Law and International Business3 credits
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COM 3069

Intercultural Communication3 credits
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COM 3076

International Communication3 credits
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MGT 4880

Management of Multinational Corporations3 credits

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Advertising and Marketing Communication Track

Track Core 

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MKT 3520

Advertising and Marketing Communications3 credits
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MKT 3600

Marketing Research3 credits
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MKT 3605

Consumer Behavior3 credits
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MKT 5750

Marketing Strategy3 credits

Track Electives 
Choose any four courses from the following:
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MKT 4120

Media Planning3 credits
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MKT 4131

Persuasive Communication Techniques and Strategies3 credits
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MKT 4171

Public Relations3 credits
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MKT 4540

Branding3 credits
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MKT 4555

Internet Marketing3 credits
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MKT 4557

Digital Advertising3 credits
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MKT 4876

Managing Customer Experiences3 credits
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MKT 5150

Advertising Campaigns I: Ad Competition3 credits
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MKT 5151

Advertising Campaigns II: Ad Competition3 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:

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ART 2050

Basic Graphic Communication: Design and Advertising Layout3 credits
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ART 3050



Intermediate Graphic Communication: Layout and Pub Design3 credits

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Digital Marketing Track

Track Core (15 credits)

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MKT 3600

Marketing Research3 credits
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MKT 4123

Marketing Web Analytics and Intelligence3 credits
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MKT 4555

Internet Marketing3 credits
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MKT 5750

Marketing Strategy3 credits
and
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MKT 3605

Consumer Behavior3 credits
or
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MKT 4700

Business Marketing Management3 credits

Track Electives 
Choose any three courses from the following, two of which must be marketing (MKT) or international business (IBS) courses:
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MKT 4151

Direct and Interactive Marketing3 credits
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MKT 4460

International Supply Chain Management3 credits
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MKT 4557

Digital Advertising3 credits
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MKT 4966

Social Media Marketing and New Ventures3 credits
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IBS 3000

Innovation, Technology and the Global Enterprise3 credits
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CIS 3444

E-Business Technologies3 credits
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CIS 3630

Principles of Web Design3 credits
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LAW 3108

Law and the Internet3 credits
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LAW 3118

Law of Unfair Competition and Intellectual Property3 credits
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MGT 4967

Technology, Innovation, and Design in Entrepreneurship3 credits

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Business to Business Marketing Track

Track Core (15 credits)

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MKT 3400

International Business Principles3 credits
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MKT 3600

Marketing Research3 credits
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MKT 4511

Marketing Channels3 credits
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MKT 4700

Business Marketing Management3 credits
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MKT 5750

Marketing Strategy3 credits

Track Electives 
Choose any three courses from the following: (9 credits)
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IBS 3000

Innovation, Technology and the Global Enterprise3 credits
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MKT 4420

International Marketing Research and Management3 credits
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MKT 4460

International Supply Chain Management3 credits
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MKT 4540

Branding3 credits
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MKT 4555

Internet Marketing3 credits
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MKT 4910

Selling and Sales Management3 credits
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LAW 3102

The Law of Business Organizations3 credits
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MGT 3710

Operations Planning Systems3 credits
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MGT 4551

Service Operations Management3 credits
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PSY 3058

Small Group Processes3 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.)

 

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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)

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MKT 3400

International Business Principles3 credits
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IBS 4200

International Markets, Cultures, and Institutions3 credits
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MGT 4880

Management of Multinational Corporations3 credits
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IBS 5750

International Competitiveness (capstone course)3 credits

Electives (9 credits)

Choose three additional courses from the following:

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IBS 3000

Innovation, Technology and the Global Enterprise3 credits
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MKT 4410

International Trade Operations3 credits
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MKT 4460

International Supply Chain Management3 credits
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IBS 5000

Independent Study in International Business3 credits
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IBS 5350

Special Topics in International Business3 credits
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COM 3069

Intercultural Communication3 credits
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LAW 3111

Law and International Business*3 credits
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POL 3344

International Organizations3 credits
 

Required Courses for Minor

Minor in Finance (9 credits)
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FIN 3610

Corporate Finance3 credits
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FIN 3710

Investment Analysis

3 credits
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ECO 3250

International Economics and Finance3 credits
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Minor in Marketing (9 credits)
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MKT 3605

Consumer Behavior3 credits
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MKT 4420

International Marketing Research and Management3 credits
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MKT 4700

Business Marketing Management3 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 †
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MKT 3400

International Business Principles3 credits
Plus two of the following, keeping in mind that most of these courses have pre- or corequisites:
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MKT 4410

International Trade Operations3 credits
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MKT 4420

International Marketing3 credits
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MKT 4460

International Logistics3 credits
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ECO 3250

International Economics and Finance3 credits
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LAW 3111

Law and International Business3 credits
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MGT 4880

Management of Multinational Corporations3 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.
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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
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MKT 3000

Marketing Foundations3 credits
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MKT 3400

International Business Principles3 credits
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MKT 4511

Marketing Channels3 credits
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MKT 4555

Internet Marketing3 credits
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MKT 4700

Business Marketing Management3 credits
   
International Business
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MKT 3400

International Business Principles3 credits
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MKT 4410

International Trade Operations3 credits
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MKT 4460

International Supply Chain Management3 credits
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ECO 3250

International Economics3 credits
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LAW 3111

Law and International Business3 credits

 

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Courses

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Courses in Marketing (MKT)

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MKT 3000

Marketing Foundations

3 hours; 3 credits

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MKT 3140

Interaction Design: Designing Innovative Digital Products and Services

3 hours; 3 credits

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MKT 3400

International Business Principles

3 hours; 3 credits

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MKT 3420

PERSUASION AND CUSTOMER DECISION MAKING

3 hours; 3 credits

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MKT 3520

Advertising and Marketing Communications

3 hours; 3 credits

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MKT 3600

Marketing Research

3 hours; 3 credits

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MKT 3605

Consumer Behavior

3 hours; 3 credits

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MKT 4091

Special Topics in Marketing

1 hours; 1 credits

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MKT 4092

Special Topics in Marketing

2 hours; 2 credits

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MKT 4093

Selected Topics in Marketing

3 hours; 3 credits

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MKT 4094

Special Topics in Marketing

1.5 hours; 1.5 credits

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MKT 4120

Media Planning

3 hours; 3 credits

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MKT 4123

Marketing Web Analytics and Intelligence

3 hours; 3 credits

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MKT 4130

Copywriting

3 hours; 3 credits

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MKT 4131

Persuasive Communication Techniques and Strategies

3 hours; 3 credits

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MKT 4141

Television Commercial Production

3 hours; 3 credits

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MKT 4151

Direct and Interactive Marketing

3 hours; 3 credits

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MKT 4152

Direct Marketing II: Database Marketing and Managing the Creative Process

3 hours; 3 credits

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MKT 4171

Public Relations

3 hours; 3 credits

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MKT 4180

Publicity and Promotion

3 hours; 3 credits

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MKT 4400

Foreign Credit and Collection

3 hours; 3 credits

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MKT 4401

International Trade Financing

3 hours; 3 credits

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MKT 4410

International Trade Operations

3 hours; 3 credits

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MKT 4420

International Marketing Research and Management

3 hours; 3 credits

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MKT 4460

International Supply Chain Management

3 hours; 3 credits

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MKT 4511

Marketing Channels

3 hours; 3 credits

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MKT 4520

Green Marketing

3 hours; 3 credits

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MKT 4523

Green Marketing

3 hours; 3 credits

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MKT 4530

Selected Topics in Marketing

3 hours; 3 credits

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MKT 4540

Branding

3 hours; 3 credits

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MKT 4550

Pricing Management

3 hours; 3 credits

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MKT 4553

Database Marketing

3 hours; 3 credits

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MKT 4555

Internet Marketing

3 hours; 3 credits

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MKT 4557

Digital Advertising

3 hours; 3 credits

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MKT 4560

Entertainment Marketing

3 hours; 3 credits

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MKT 4610

Marketing Planning and Information Systems

3 hours; 3 credits

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MKT 4700

Business Marketing Management

3 hours; 3 credits

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MKT 4710

Business Buyer Behavior

3 hours; 3 credits

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MKT 4876

Advertising Account Planning

3 hours; 3 credits

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MKT 4900

Managing Customer Relationships

3 hours; 3 credits

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MKT 4910

Selling and Sales Management

3 hours; 3 credits

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MKT 4911

Communication Skills for Selling and Marketing

3 hours; 3 credits

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MKT 4912

Retailing I: Retail Marketing

3 hours; 3 credits

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MKT 4913

Retailing II: Retailing Management and Merchandising

3 hours; 3 credits

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MKT 4966

Social Media Marketing and New Ventures

3 hours; 3 credits

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MKT 5000

Ind Stud Mkt I

3 hours; 3 credits

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MKT 5100

Marketing Internship

3 hours; 3 credits

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MKT 5150

Advertising Campaigns I: Ad Competition

3 hours; 3 credits

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MKT 5151

Advertising Campaigns II : Ad Competition

3 hours; 3 credits

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MKT 5550

Product Planning and Development

3 hours; 3 credits

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MKT 5750

Marketing Strategy

3 hours; 3 credits

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MKT 5920

Retail and Services Entrepreneurship

3 hours; 3 credits

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MKT 3000H

Hon Mkt Foundations

3 hours; 3 credits

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MKT 3400H

Hon Intl Bus Prin

3 hours; 3 credits

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MKT 5100H

Hon Mkt Internship

3 hours; 3 credits

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MKT 5750H

Hon Mkt Strategy

3 hours; 3 credits

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MKT 6001H

Hon Marketing I

3 hours; 3 credits per semester

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MKT 6002H

Hon Marketing II

3 hours; 3 credits per semester

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Courses in International Business (IBS)

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IBS 3000

"Technology, Innovation, and the Global Enterprise"

3 hours; 3 credits

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IBS 4091

Special Topics in International Business

1 hours; 1 credits

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IBS 4092

Special Topics in International Business

2 hours; 2 credits

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IBS 4093

Special Topics in International Business

3 hours; 3 credits

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IBS 4094

Special Topics in International Business

1.5 hours; 1.5 credits

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IBS 4200

"International Markets, Cultures, and Institutions"

3 hours; 3 credits

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IBS 5000

Independent Study in International Business

3 hours; 3 credits

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IBS 5350

Selective Topics in International Business

3 hours; 3 credits

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IBS 5750

International ComCompetitiveness Capstone

3 hours; 3 credits

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IBS 5750H

Hon Inter Comp Cap

3 hours; 3 credits

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IBS 6001H

Hon Intern'l Bus I

6 hours; 6 credits

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IBS 6002H

Hon Intern'l Bus II

6 hours; 6 credits

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