Degrees and Programs

Marketing Concentration for Students Matriculated After July 1, 2010

Background

A concentration in marketing will prepare students to make decisions to deliver value to consumers, their organizations and the wider environment. Career opportunities are numerous, as a need for marketing expertise is developing in every profit and nonprofit arena, in business-to-business (B2B) and business-to-consumer (B2C) relationships and in small businesses and multinational corporations. Roles vary, including those in advertising, international marketing, e-marketing, promotions, direct marketing, public relations, sales, marketing research and brand management.

Issues that currently face professionals in this field include:

  • the drive for new products
  • technological changes impacting research, production and promotion
  • increased consumer awareness and fatigue
  • globalization of production and marketing channels
  • ethical concerns at all levels.

Preparatory Knowledge/Studies

To prepare for a career or studies in marketing, a broad liberal arts background is expected. This includes fulfilling SUNY’s minimum general education requirements. Recommended studies could include: statistics, psychology, sociology and oral and written communications. These types of studies prepare students to understand consumers and the market and to be able to present and communicate well with clients.

Students should have an understanding of ethics, globalization, diversity and cross-cultural differences and organizations. Additional related competencies and skills that all marketing students should have include technology, communication and teamwork. Knowledge of these areas can be obtained through studies directly addressing them or prior learning, or can be integrated into other general-education, business or marketing studies.

Please see the BME AOS guidelines for a review of the business-related knowledge that students are expected to have.

Marketing Knowledge/Studies

All students are expected to take marketing at the introductory level followed by at least three out of the four following upper level studies:

  1. marketing communications or equivalent
  2. marketing research
  3. consumer behavior or buyer behavior
  4. marketing management or marketing strategy

In addition, students could consider the following studies that help in the development of knowledge and competencies in specialized areas of marketing:

  • advertising
  • brand management
  • direct marketing
  • international marketing
  • marketing communications
  • marketing research
  • Internet marketing
  • business-to-business marketing
  • sales management
  • logistics
  • supply chain management
  • purchasing
  • database marketing
  • new product development
  • e-commerce
  • nonprofit marketing
  • public relations

Potential titles of related and/or subconcentrations:

  • advertising
  • brand management
  • direct marketing
  • international marketing
  • marketing studies
  • marketing communications
  • marketing research
  • Internet marketing
  • sales
  • logistics
  • supply chain management
  • purchasing
  • public relations

Students may wish to develop individual concentrations or subconcentrations through consultation with their mentors.