Marketing

The Marketing concentration prepares students to analyze and solve problems related to the promotion of brands, products, or services in order to attract and retain customers. Emphasis is on both behavioral and quantitative aspects of marketing. Courses emphasize how technology, innovations, and social media are reshaping the way in which global firms make data informed marketing decisions, including new product development, servicing old markets and creating new markets, developing relationships and strategic alliances with customers and business partners, and how to effectively communicate the value of their products and services to customers.

Requirements to Declare Concentration

MKTG 311 is a prerequisite for all MKTG courses. As of Fall 2024, receiving a B- or better in MKTG 311 is a prerequisite for declaring the concentration.  

Concentration Requirements

As of Fall 2024, in addition to the standard curriculum for the BSBA degree, students wishing to fulfill a concentration in Marketing are required to complete a total of five courses (specified below). At graduation you must have a combined GPA of 2.7 or higher in your Marketing concentration courses to be awarded the Marketing concentration. Only courses taken at Binghamton University or as part of a study abroad program will count towards a concentration GPA.

Coursework

The schedule of course offerings is available in the official Binghamton University Schedule of Classes on BU Brain.

Descriptions of courses are listed in the Binghamton University Academic Guide and course descriptions for the upcoming semester are available on BU Brain.

Contact Undergraduate Academic Advising for the most updated list of core courses and electives, as well as required pre-requisites.

Required Courses (5 total/4 if enrolled in SOM prior to Fall 2024)

Select one of the following:

• MKTG 320 - Marketing Research

  Levels: Undergraduate

• MKTG 441 - Customer Analytics

  Levels: Undergraduate

• MKTG 475 - Data Driven Marketing

  Levels: Undergraduate

• MKTG 480R - Data Mining Techniques in MKTG

  Levels: Undergraduate

Electives Group 1

Select two of the following:

Students also have the option to take MKTG 480: Special Topics in Marketing courses

• MKTG 322 - Consumer Behavior

  Levels: Undergraduate

• MKTG 340 - Advertising

  Levels: Undergraduate

• MKTG 450 - Strategic Media Planning

  This course provides student teams with the opportunity to apply their knowledge and skills to a client based advertising media problem presented by Zenith Optimedia, one of the leading media marketing agencies in the country. Students will become familar with media characteristics and develop a media campaign strategy. Prerequisite MKTG 311 To be considered for this course, please e-mail your resume to gbobins@binghamton.edu Levels: Undergraduate

• MKTG 460 - Strategic Product & Brand MGMT

  Levels: Undergraduate

• MKTG 465 - Social Media Marketing

  Levels: Undergraduate

• MKTG 470 - International Marketing

  Levels: Undergraduate

• MKTG 475 - Data Driven Marketing

  Levels: Undergraduate

Electives Group 2

Select two of the following (select only one if enrolled in SOM prior to Fall 2024):

Students also have the option to take MKTG 480: Special Topics in Marketing courses

• MKTG 322 - Consumer Behavior

  Levels: Undergraduate

• MKTG 340 - Advertising

  Levels: Undergraduate

• MKTG 450 - Strategic Media Planning

  This course provides student teams with the opportunity to apply their knowledge and skills to a client based advertising media problem presented by Zenith Optimedia, one of the leading media marketing agencies in the country. Students will become familar with media characteristics and develop a media campaign strategy. Prerequisite MKTG 311 To be considered for this course, please e-mail your resume to gbobins@binghamton.edu Levels: Undergraduate

• MKTG 460 - Strategic Product & Brand MGMT

  Levels: Undergraduate

• MKTG 465 - Social Media Marketing

  Levels: Undergraduate

• MKTG 470 - International Marketing

  Levels: Undergraduate

• MKTG 475 - Data Driven Marketing

  Levels: Undergraduate

• LEAD 351 - Leadership Skills&Development

  Levels: Undergraduate

• ENT 460 - Entrepreneurship

  The focus of this class is on recognizing opportunities and creating new ventures. We will investigate the "mindset" of an entrepreneur, as well as the components, tools, and the best practices of entrepreneurship. We will use the most up to date practices of the startup ecosystem to evaluate the viability of your new venture; write a business plan; build an "E-team" that possesses the attributes necessary for success; financing; starting and operating a business, and creating liquidity for shareholders. IF YOU ARE EXCITED ABOUT STARTING A NEW VENTURE AND WANT TO BE CONSIDERED FOR THIS CLASS, YOU NEED TO SUBMIT A ONE PAGE DOCUMENT EXPLAINING; YOUR IDEA; WHAT PROBLEM IS IT SOLVING? WHO HAS THIS PROBLEM? MOREOVER, HOW ARE THEY SOLVING IT SUBMIT THIS TO: frontera@binghamton.edu 4 Credits Traditionally offered fall and spring semesters Levels: Undergraduate

• MIS 333 - Database Management Systems

  Levels: Undergraduate

• MIS 460 - E-Business

  This course introduces the fundamental concepts and implementations of e-business. There are two purposed of this course. First, students are provided with e-business concepts in MIS and Marketing. This covers the important topics in e-commerce such as market mechanisms, retailing, consumer behavior, customer service and advertising, B2B and collaborative commerce, etc. Second, students are learning and practicing web design with HTML and major web design tools. Students will extend the understandings of internet strategy through utilizing the Internet to target customers and create and implement business plans. 4 credits Prerequisites: MIS 311 Offered Fall semesters Levels: Undergraduate

• SCM 360 - SpreadsheetModeling&Dec Making

  Levels: Undergraduate