B.S.
Marketing
Marketing is at the core of any business endeavor. Through marketing, a company conveys the value of its product or service offerings to customers/clients. No business transaction takes place unless both buyer and seller can agree on the value of an offering – marketing is the product/service provider’s side of that negotiation. Students of Marketing are offered a comprehensive review and study of marketing topics which will prepare them to pursue either careers in business or graduate studies.
Effective and creative marketing is a powerful tool that students learn can be used or misused. Dominican University New York’s approach promotes “Doing Marketing Right” – meaning successful marketing techniques employed in a way that is positive for both businesses and the communities they serve and in which they operate.
Marketing students have two tracks they can follow. The first is our general Marketing track. The second is a concentration in Digital Marketing.
The Marketing program is accredited by the International Accreditation Council for Business Education (I.A.C.B.E.). IACBE, 11960 Quivira Road, Suite 300, Overland Park, KS 66213.
www.iacbe.org
Experiential Marketing Learning Requirement
In order to graduate, students in the Marketing program must complete an experiential learning requirement related to their field of interest. The experiential learning requirement can be met through 3-credits of internship, 3-credits of practicum or an equivalent non-credit experience in a real world or "out of the traditional classroom" context. The requirement offers students the opportunity to initiate lifelong learning through the development and application of academic knowledge and skills in new or different settings.
Experiential learning may fall into one or more of the following categories:
- Undergraduate Research, where students engage in systematic inquiry that contributes to the discovery or interpretation of knowledge significant to their field of study.
- Community/Civic Engagement, where students interact with people from diverse backgrounds, to challenge their under-standing of community needs, and to explore ways of partnering with community members to address problems or improve community life. Examples could include a semester-long community engagement, or civic project where a student’s business studies assist them in serving the community.
- Career and Practical Experiences, where students use skills and concepts learned in the classroom while engaging in work-like settings that relate to their field of study or possible career path. Examples include internship, co-ops, student teaching, or tutoring experience.
Both credit-bearing and non-credit bearing experiences, paid or un-paid, may be proposed for meeting this requirement. All student experiential learning experiences must be approved by the student’s academic advisor. Furthermore, all internships must be approved by the Career Development Center. All such experiences must include the following:
- significant opportunities for the student to apply academic ideas, concepts, theories and/or skills to practice;
- significant experience-based learning beyond that which typically occurs in the undergraduate classroom;
- sustained and significant interaction throughout the experience between the student and their faculty/staff advisor(s);
- sustained student involvement or immersion (with the total amount of time committed by the student being roughly
equal at least to that required for a three-credit-hour course); - a meaningful opportunity for student reflection (e.g., with a portfolio, final essay, faculty/student meeting or other opportunity) at the conclusion of the experience; and
- a level of academic rigor and education effectiveness comparable to what is found in a typical Dominican University New York undergraduate course.
- Up to 6 internship credits may be applied to the degree.
Degrees and Certificates
-
Digital Marketing Concentration, -
Marketing, B.S. -
Marketing, Minor
Courses
MK 114: Basic Marketing
Credits 3Marketing is at the core of any business. This course is an introduction to the principles and practices of the marketing discipline. It examines how marketing activity satisfies societal needs and wants and stimulates economic activity. Product, price, promotion, and distribution decisions are explored, as are ethical considerations which may arise as a result.
MK 229: Digital Media
Credits 3Designed to expose students to the practices and techniques for creating digital media. Students will create digital media for print, mobile apps, and the Internet following design theories. Advertising concepts with photography will be introduced using Adobe Photoshop, digital drawing and illustration advertising concepts will be introduced using Adobe Illustrator; magazine design concepts will be introduced using Adobe InDesign.
MK 265: Entrepreneurship
Credits 3This course introduces the student to methods of starting a business from the ground up. It examines entrepreneurship from both an historical and a practical perspective, showing how entrepreneurial activity has been central to the creation of wealth. It also teaches skills for identifying, evaluating, planning, and growing a business. The course engages students in discussions and activities that foster creativity, innovation, and leadership.
MK 271: Hospitality: Restaurants
Credits 1The course will survey best practices in the marketing of restaurants and will bring guest speakers from the industry to discuss current challenges and opportunities.
Field trips are a required component of the class.
MK 272: Hospitality: Resorts and Hotels
Credits 1The course will survey best practices in the marketing of resorts and hotels and will bring guest speakers from the industry to discuss current challenges and opportunities.
Field trips are a required component of the class.
MK 273: Hospitality: Spas and Fitness Centers
Credits 1The course will survey best practices in the marketing of spas and fitness centers and will bring guest speakers from the industry to discuss current challenges and opportunities.
Field trips are a required component of the class.
MK 280: Viral and Organic Growth
Credits 3"Going Viral" is the goal of most web-based marketing content. Companies that generate content that can spread through the internet organically are the most successful in growing their brand. This course will teach you what drives people to share content and how to build content that is shareable and meme-worthy. By the end of this course, students will understand what drives viral sharing and learn how to facilitate it.
This online class has optional live sessions.
MK 310: Social Media Marketing
Credits 3This course presents the latest theories on brand building through social media environments. Students will learn to set objectives, create social media audits, use editorial calendars, write and publish social media posts, develop social media marketing plans, and track their effectiveness. Search-engine optimization and crowdsourcing will also be covered.
Students will be expected to participate on different social media platforms through interactive class projects.
MK 323: Consumer Behavior
Credits 3The course focuses on the study of how and why people buy from the perspective of the social and behavioral sciences. Examines psychological, cultural, and other factors affecting consumer choice. Studies factors that shape purchase decisions. Class discusses ethical aspects of influencing consumer choice. Considers Big Data insights into consumer decisions.
MK 324: Distribution
Credits 3This course explores the delivery of products and services to consumers via physical and on-line approaches. Students study how retail activity is impacted through site design, inventory management, pricing, and customer service.
MK 325: The Fashion Business
Credits 3This course will focus on how companies in the fashion industry operate. From buying to advertising to how social media is used, students will study the fashion business. Students will be exposed to a variety of fashion sub-industries, from luxury brands to sportswear, and will learn about how technology is being used in fashion to revolutionize customers’ relationships to clothing and accessories.
MK 326: Global Marketing
Credits 3An introduction to global markets: including pricing, distribution channels, promotion, and product decisions in relation to cultural, economic, and regulatory differences around the world. Students explore import-export processes, global partnerships, and multi-national strategies. Case studies are utilized.
MK 330: Email Marketing
Credits 3Email marketing is vital to modern businesses and a primary tool in any skilled marketer’s toolkit. In this course, students will learn how to craft successful email marketing campaigns for sales, engagement, and activation. By the end of this course, students will know how to write emails that drive customers to take desired actions and how to structure campaigns for maximum effect. Students will also build your own marketing campaign.
This online class has optional live sessions.
MK 332: Advertising
Credits 3This course examines the history and current practice of advertising, and shows how advertising is integral to commercial activity. Students evaluate commercials, print ads, radio, internet, and social media advertising. The course blends theory and practice, requiring students to create an advertising campaign and design a media plan.
MK 333: Sales
Credits 3This course covers sales proposals, overcoming objections, communication skills, prospecting for clients, understanding buyer psychology, and value-added selling. Students will learn how the sales function interacts with marketing and management. Sales strategies and ethical issues in selling are discussed.
MK 340: Sports Media and Promotion
Credits 3Focuses on the role of media and promotion to generate fans and build brands. Topics include attracting fans and sponsors, dealing with traditional and digital media, financial considerations of media deals and sponsorships, and media research into fan and sponsor expectations.
MK 343: Sales Management
Credits 3This course emphasizes the formulation, implementation and management of sales strategies. Stress is placed on analyzing marketing opportunities, organizing a sales force, and managing marketing effort. Recruitment, retention, sales training, motivation, sales planning and analysis are reviewed. Case studies are utilized.
MK 345: Innovation and Product Development
Credits 3This course will focus on how companies drive innovation and new product development. Case studies will be utilized to illustrate how the stage of product life-cycle must influence business decisions on investing in product innovation. Students will explore innovation strategies such as design thinking, global innovation management methodology and others.
Students will be required to develop a new or improved product, with a supporting strategic marketing plan.
MK 350: Content Creation
Credits 3This course will focus on the creative aspects of content creation and how content is the driver of all marketing and sales campaigns. Students will use basic software packages and digital tools to create a portfolio of content – from product pitches, to PR, to blogs.
MK 361: Supply-Chain Management
Credits 3Students will study supply chain management. They will evaluate how a company’s supply chain can limit product offerings and new product development. Students will also develop skills in creating and managing a simple supply chain.
MK 367: Fashion/Beauty Marketing
Credits 1Explore the dynamic intersection of style and commerce in our Fashion and Beauty Marketing course. Dive into the strategies and tactics that drive successful campaigns in these thriving industries. From trend analysis and consumer behavior to social media mastery, students will develop a comprehensive understanding of how to captivate audiences and build iconic brands. Through case studies and hands-on projects, participants will refine their skills in market research, branding, and digital engagement. Join us to unravel the art and science behind the allure of fashion and beauty, equipping yourself for a career at the forefront of style-driven marketing.
MK 368: Music Industry Marketing
Credits 1Embark on a journey into the dynamic realm of the music business with our Music Industry Marketing course. Uncover the strategic intricacies behind successful artist promotion, record label management, and event marketing. Delve into the digital landscape, exploring social media, streaming platforms, and emerging technologies shaping the industry. Through case studies and real-world projects, students will refine their skills in brand building, audience engagement, and revenue generation within the ever-evolving music landscape. Join us to navigate the fusion of creativity and commerce, and prepare for a dynamic career at the forefront of music industry marketing.
MK 369: Food/Beverage Marketing
Credits 1Take a delectable journey through our Food and Beverage Marketing course, where students explore the art and strategy behind culinary brand promotion. Dive into the unique challenges and opportunities within this vibrant industry, from restaurant marketing and food product branding to culinary events and social media campaigns. Through case studies and hands-on projects, participants will develop a nuanced understanding of consumer tastes, market trends, and effective storytelling in the world of gastronomy. Equip yourself with the skills to craft compelling culinary narratives, engage diverse audiences, and succeed in the ever-evolving landscape of Food and Beverage marketing.
MK 380: SEO and SEM
Credits 3How do you find what you're looking for on the internet? Chances are you turn to Google or another search engine. Companies use Search Engine Optimization (SEO) and Search Engine Marketing (SEM) to make sure you see them first every time you turn to a search engine. By the end of this course, students will learn how to optimize a website so that it shows up first on a search, and how to build search ads that will drive customers to your website.
This online class has optional live sessions.
MK 441: Market Research
Credits 3Students study methods for gathering and evaluating data. The course covers surveys, focus groups, and other techniques used to evaluate consumer behavior, as well as the use of Big Data in influencing marketing activity. The course also looks at data on the external environment, such as broad economic activity, to identify important drivers of demand. Students evaluate market research data to determine how research design, sampling, and other decisions influence results.
MK 443: Public Relations
Credits 3A study of the principles and practice of public relations in today’s society. Includes historical perspective as well as examination of current techniques and media strategies in both forprofit and not-for-profit organizations.
MK 451: Mission and Vision Statements as Symbols of Ethical Priorities
Credits 3Students will survey mission / vision statements and annual reports from a wide range of companies, institutions, not-for-profits, and other entities. Students will evaluate what role these statements have played over time and will conduct research on how they have or have not impacted the ethical behavior of organizations, their agents, suppliers and customers.
MK 474: Senior Business Capstone
Credits 3This is a capstone course in business. The course integrates theories and techniques covered in various core and other major courses. Functional areas of business are tied together using case studies from the point of view of senior management. The course focuses on the crafting and implementation of strategy.
MK 480: Digital Marketing Analytics
Credits 3Marketing professionals today have access to incredible amounts of data. The ability to use this data is what differentiates successful marketing efforts from failed ones. This course will teach students how to analyze digital customer behavior data using a range of tools; it will also teach students how to use that data to test marketing hypotheses and improve customer acquisition.
This online class has optional live sessions.