BS Marketing

Courses

ACC 211 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 218 Introduction to Business Information Processing
The course provides students with the opportunity to learn data processing and data analytic skills needed to execute business and professional functionalities in Microsoft 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. Data visualization skills are also introduced and reinforced throughout the course. At the end of the course students are expected to earn the Microsoft Office Specialist Certification in Excel.

Credits: 3
Every Semester

ECO 101 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 102 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 217 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 201 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 211 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 211 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 216 Business Communication
This 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 211 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 214 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 215 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 the technologies that have enabled marketers to pivot from a one-to-many towards a more personalized approach in communications. During the course, we will examine how successful multi-national companies have utilized online consumer behavior to transition their business model, and also look at companies who have not been able to make this transition and are no longer viable. Prerequisite: MKT 11 is required.

Credits: 3
Every Fall

MKT 223 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 224 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 225 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 226 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 235 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 236 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 241 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 270 International Business: The Firm & Environment
The course aims to introduce students to the discipline of international business by discussing the uniqueness of the international environment and identifying the opportunities and threats for domestic business. It explains the key institutions which have facilitated globalization through the multilateral negotiation process and the bilateral forces stimulating regionalization are also analyzed. Theories and concepts related to trade, investment and strategic decisions including corporate structural options are discussed.

Credits: 3
On Occasion

MKT 280 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 282 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 220 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