Marketing (Undergraduate) (MKBU)
MKBU 3225. Marketing Principles. (3 Credits)
Marketing involves the development, communication, and delivery of goods, services, and experiences that offer value for customers, clients, partners, and society at large. This foundational course introduces students to customer-driven marketing strategy, including segmentation, targeting, differentiation, and positioning. It also examines the core elements of the marketing mix—product, price, place, and promotion—with the goal of enhancing customer satisfaction, driving business growth, and creating value for society. Students are introduced to the concepts, theories, and analytical tools marketers use to address these challenges in organizations ranging from small businesses to large multinational corporations.
Attributes: BUMI, CAAS.
MKBU 3431. Professional Selling and Sales Management. (3 Credits)
Selling is critical to every organization because sales generate revenue. But selling it is also the art and science of persuasion, motivation, and understanding customer needs. Whether you work in sales or in another executive role, you will want to learn about and apply the sales process, understand how customers make buying decisions, and develop effective negotiation techniques. In this course, students will learn about sales strategy, new business techniques, leadership, and the ethics of closing deals. Emphasis is placed on personal communication skills and the use of CRM and AI to build customer relationships.
Prerequisite: MKBU 3225.
MKBU 3434. Fundamentals of Integrated Marketing Communication. (3 Credits)
Advertising is the most pervasive element of the marketing mix: the average American family of four is exposed to 1,500 advertising messages a day! Students will study the role of advertising in the marketing communications mix, allocating the promotional budget and developing advertising strategy: product positioning, creative development, media planning, research and control, legal issues and ethical considerations. Students will apply theories to case discussion and develop a full-fledged competitive advertising campaign for a potential "client." Note for Gabelli students: Since MKBU 3434 is an upper-level business course, credit for this course (for transfer students) can come only from accredited business schools (AACSB guidelines) and not from similarly titled courses at liberal arts colleges.
Attributes: CCMS, COMC, COMM, DEBS, NMAC, NMDD, NMMI.
Prerequisite: MKBU 3225.
MKBU 3435. Consumer Behavior. (3 Credits)
This course examines the psychological, social, and cultural factors that influence consumer decision-making and explores how these insights can be applied to real-world marketing challenges. Drawing from disciplines such as marketing, psychology, sociology, anthropology, and economics, the course provides a comprehensive framework for understanding why consumers behave the way they do and how firms can respond strategically. Students will analyze topics such as consumer motivation, perception, personality, attitudes, social influence, cultural dynamics, and the consumer decision-making process.
Attribute: FASH.
Prerequisite: MKBU 3225.
MKBU 3436. The Business of Fashion. (3 Credits)
This course provides a comprehensive overview of the global fashion industry, examining the strategies and capabilities required to build and manage successful brands in today's dynamic marketplace. Focusing on the business of fashion rather than design, the course explores the technological, organizational, and global forces shaping the industry. Topics include the fashion value chain—product development, sourcing, manufacturing, retailing, and international distribution—as well as strategic planning, brand management, marketing, omnichannel retailing, and global supply chains. Theoretical frameworks are combined with real-world applications and insights from industry guest speakers to provide a strong commercial perspective.
Attribute: FASH.
MKBU 3439. Branding. (3 Credits)
This course examines the strategic importance of branding by focusing on the various ways the brands acquire and sustain value in the marketplace. It analyzes relevant and comprehensive theories, ideas and concepts to demonstrate how managers can make strategic branding decisions. Students learn about socio-cultural perspectives on branding and brand management, financial considerations, and consequences of branding decisions.
Attributes: 0CMK, ENT, FASH, NMDD.
Prerequisite: MKBU 3225.
MKBU 3440. Global Marketing. (3 Credits)
This course addresses the need for global approaches to today's business by focusing on product design, promotion, distribution channels and pricing strategies that are tailored to diverse international cultural, political, competitive and economic environments. Specific attention is placed on the factors that affect the feasibility and attractiveness of a variety of global business models and the impact of national or global policies regarding marketing issues. It includes a deep dive into various models of the elements of “national” culture.
Attribute: GLBB.
Prerequisite: MKBU 3225.
MKBU 3441. Marketing Research. (3 Credits)
The course utilizes a hands-on approach to the application of established research methods to identify consumer needs, market opportunities, and guide market planning and managerial decision-making. Students learn to define research problems, design studies, collect and analyze both qualitative and quantitative data, and communicate findings effectively. Problems are examined and tackled from the perspective of managerial decision making. Analytical and qualitative techniques are applied to real-world marketing cases.
Attributes: 0CMK, PRQU.
Prerequisite: MKBU 3225.
MKBU 3442. ST: Marketing Consulting. (3 Credits)
Small groups of students-maxium 3- will work with organizations on a real life marketing problem. The students will work, with the host organization, but not necessarily at the organizations premises, towards a solution. The solution will be formally presented at the end of the semester to the host organization. Additionally the students will be able to draw on a tutor who is an experienced Marketing professional who will provide academic and practical support. This could be in any area of marketing, for eg: Research; Product Development; Communications; Internet. The students will be responsible for finding a host organization. This will be part of the grading criteria.
Prerequisites: MKBU 3445 or MKBU 3441 or MKBU 4451 or MKBU 4113 or MKBU 3435.
MKBU 3445. Marketing Analytics. (3 Credits)
This course provides a hands-on introduction to marketing analytics, equipping students with the tools and techniques needed to make data-driven marketing decisions. Students work with real-world datasets to develop skills in data manipulation, analysis, and visualization using platforms such as Excel and SQL. The course integrates statistical concepts with practical marketing applications, guiding students from data exploration to modeling and insight generation. Emphasis is placed on translating analytical results into actionable business recommendations and effectively communicating insights. By the end of the course, students will be prepared to apply analytics across a wide range of marketing and business contexts.
Attributes: 0CMK, ENT, PRQU.
Prerequisite: MKBU 3225.
MKBU 3449. Customer Experience Management. (3 Credits)
This learning-by-doing course introduces participants to customer experience management—the set of practices that companies use to ensure that customers are satisfied at every touchpoint of their journeys with brands. Participants will learn how to attract consumer attention in different product categories and how to keep customers satisfied across multiple service encounters. This course also covers customer journey mapping, a widely used tool for designing and improving customer experiences across physical and digital touchpoints.
Prerequisite: MKBU 3225.
MKBU 3456. Global Consumer Behavior. (3 Credits)
This course studies consumer behavior in a global context with an interdisciplinary approach. Topics include behavioral science findings and their implications in the marketing mix; socioeconomics, demographic and cultural influences; theories of promotion and communication; consumer behavior models; attitude measurement; perception and consumerism.
Prerequisite: MKBU 3225.
MKBU 3457. Business Anthropology in Global Context. (3 Credits)
Business anthropology helps organizations better understand consumers, design new products and services, and refresh existing brands. This course teaches students how to use anthropological theories and methods to identify and address real-world business and social challenges, including sustainability, workplace design, consumer research, creativity and innovation, cultural ideologies, tribes and brand communities.
Prerequisite: MKBU 3225.
MKBU 3458. ST: Global Sustainability Mkt. (3 Credits)
This course aims to provide the knowledge and skills necessary to successfully market sustainable products and services in global markets. It examines global trends and issues that influence the success of sustainability marketing and discusses the role it plays for global companies. Students learn about the key elements of developing a successful marketing approach for sustainable offerings in global markets.
Prerequisite: MKBU 3225.
MKBU 3459. Cross Cultr Consumer Insight. (3 Credits)
This course applies anthropological theories and humanistic approaches to the study of consumer behavior in cross-cultural contexts. Students examine marketing and organizational management challenges to gain deeper insight into organizational culture, change, and customer engagement across global markets. The course introduces theories and methods from the human sciences to help students understand global marketing challenges and positively influence business practices and outcomes.
Attribute: SOIN.
Prerequisite: MKBU 3225.
MKBU 3461. Sustainable Fashion. (3 Credits)
This course delves deeply into the principles that define sustainable business, as well as the impact areas that are considered both the cause and areas of cure, within fashion’s environmental, social, and economic footprint. It is through this greater understanding of the forces in sustainability that a more comprehensive set of strategic decisions can be considered in the planning and marketing of business within the fashion industry’s transforming reality. Through the exploration of case studies, current research, and connections with industry leaders, students will develop a deepened understanding of the industry, as well as how to structure strategies that filter decisions through a broader lens of people, planet, and profit.
Attributes: ENST, ESEL, ESHC, FASH.
Prerequisite: MKBU 3225.
MKBU 3463. ST: Marketing Competition. (0 Credits)
Coached Marketing Competitions give students hands-on experience solving real-world challenges for actual corporate clients, tackling cutting-edge technologies, products, or services years often before public release. Working in a collaborative yet competitive format, student teams develop strategic solutions and pitch their ideas directly to panels of industry executives. Throughout the process, faculty coaching provides targeted strategy workshops, ongoing project guidance, and mock presentations. Students gain meaningful corporate exposure and a strong foundation for solving forward-looking business problems.
MKBU 4105. Services Marketing. (3 Credits)
Services account for over 80% of the US GDP, and the service sector is growing rapidly. It is highly likely that your future career will be in a service business such as finance, accounting, consulting, technology, or health care. But since services themselves are intangible, this course will provide an in-depth analysis of the challenges and opportunities in marketing services to consumers and businesses. Here, students will learn to identify, develop, and implement winning service marketing strategies. Topics will include buyer behavior, agentic AI applications, and improving service delivery quality at all levels.
Prerequisite: MKBU 3225.
MKBU 4109. Revealing Consumer Insights. (3 Credits)
This course teaches students how to uncover consumer insights by examining the ways consumers use brands to shape personal identities, build social relationships, and express ideologies. Students will learn to identify opportunities to improve products, brands, and services, recognize broader consumer trends, and apply these insights to strategic marketing decisions.
Prerequisite: MKBU 3225.
MKBU 4113. Digital Marketing. (3 Credits)
This course provides students with hands-on training in the conceptual foundations of digital marketing and the practical skills needed to design, implement, and measure digital marketing activities in today's competitive digital economy. Students will examine underlying principles, strategic and tactical decision-making, the design of digital presence, and execution across various digital channels. Through a combination of educational materials, class discussions, hands-on practice, and a semester-long project, students build the navigational expertise needed to remain adaptive and strategic in a rapidly evolving digital landscape. They will also gain direct experience making strategic marketing choices that translate into practical skills aligned with industry demands.
Prerequisite: MKBU 3225.
MKBU 4114. AI and Emerging Marketing Technologies. (3 Credits)
This course introduces students to the growing impact of Artificial Intelligence (AI) on business, with an emphasis on marketing applications. Focusing on managerial rather than technical aspects, the course covers the foundations of AI and machine learning, AI ethics, large language models, and generative AI. Students then apply these concepts through hands-on projects, developing AI fluency, tools, workflows, and agentic systems to design, build, and evaluate AI-powered marketing applications—gaining the knowledge and skills to use AI effectively, ethically, and strategically while learning to collaborate with technology specialists.
Prerequisite: MKBU 3225.
MKBU 4115. Ad Channel Planning and Activation. (3 Credits)
This course will teach students advanced approaches to developing advertising and media strategies, focusing on planning and paid media along with how to activate those messages in key outlets and platforms across both linear and digital channels (including social and programmatic media). Students will also learn about consumer engagement, audiences, targeting, as well as charting the consumer's path to purchase, and how proper brand messaging, channels, and activation can move the consumer along the consumer experience journey. The course will also focus on strategically integrating and coordinating various media channels with the tools available today to improve the chances and quality of engagement with consumers, thereby leading to successful and measurable marketing outcomes.
MKBU 4116. Creating Marketing Visuals Using Generative AI. (3 Credits)
This course leverages generative AI to create marketing visuals, including images and videos. Designed for students interested in marketing, creative strategy, or entrepreneurship, the course uses a learn-by-doing approach to explore AI-driven workflows from concept to execution. The curriculum emphasizes AI storytelling, brand messaging, platform-specific ad strategies, and brand universe development—equipping students to craft high-impact campaigns. Through real-world case studies, students explore advanced industry techniques and complete three AI-generated commercials, culminating in a portfolio-ready final project. Students leave with the creative and technical skills to thrive in an AI-powered landscape, whether within an agency, building a brand, or creating viral social media ads.
MKBU 4441. Marketing Strategy. (3 Credits)
Students refine and advance business skills developed in previous coursework in a range of functional areas by applying related techniques and methods to a series of marketing challenges. Case analyses, simulations, and applied exercises present an integrated approach to developing strategic marketing decision-making skills. A semester-long project will provide students with the opportunity to conduct research, utilize marketing strategy tools, and develop effective marketing strategies that achieve critical business goals.
Attribute: 0CMK.
MKBU 4442. Marketing Financial Services. (3 Credits)
The objective of this course is to provide an understanding of successful strategies used in marketing financial services. Financial services have witnessed a significant growth in marketing activity due to industry deregulation, intensified competition, and the emergence of new technologies. These changes have made it critical for business students who anticipate being active in financial services to expand their skill sets and learn new approaches to the successful marketing of these services. Many of these approaches are derived from systematic exploration of opportunities arising from consumers' financial decision-making styles and the dynamics by which technology influences consumer choices. This course is intended for students who anticipate becoming active financial services marketers at some point in their careers. Upon completing this course, students will be able to manage consumer marketing activities for a wide array of financial services organizations. Students completing a finance major can use this course to fulfill a finance elective but not for a finance concentration requirement.
MKBU 4451. Data Driven Marketing Decision-Making. (3 Credits)
This course bridges data analytics and strategic marketing decision-making through an experiential, learn-by-doing approach. Fully revised to integrate generative AI throughout the curriculum, the course teaches students to leverage Python in Google Colab and AI-assisted coding tools, including Gemini and Claude, to develop, debug, and refine code to develop data-driven insights. Core topics include data cleaning, data manipulation, and a discovery approach to data analysis, supported by advanced analytical frameworks such as statistical testing, regression analysis, marketing mix modeling, and clustering. Drawing on a comprehensive custom-built Python code library developed by the instructor, students complete individual and team projects to synthesize data, extract actionable insights, and communicate strategic recommendations. Throughout the course, students develop the critical thinking needed to address managerial decisions through a holistic analytical framework.
Attribute: PRQU.
Prerequisite: MKBU 3225.
MKBU 4454. Sports Marketing. (3 Credits)
This course provides a comprehensive overview of the strategic and major marketing challenges facing the global sports industry. Beyond the live sporting event, the curriculum examines the broader sports product landscape, including sporting goods, licensed merchandise, fitness and health services, and sports media. Students will explore the business of sports—ranging from facility operations and revenue management to fan engagement through advertising, sales promotion, and corporate sponsorships. Drawing on these perspectives, the course analyzes market dynamics, consumer behavior, and tactical strategies required to capture growth opportunities in this diverse, multi-billion-dollar industry.
Attribute: SJOR.
Prerequisite: MKBU 3225.
MKBU 4457. ST: CB Consulting Project. (3 Credits)
A team of undergraduate students will have the opportunity to participate in a one semester project acting as consultants in an advisory role. Students will be given a consulting project and asked to complete a plan for a final course of action for which a company can undertake. Students will apply their academic and individual expertise to the development of this plan.
MKBU 4706. Honors Thesis II - Marketing. (3 Credits)
Honors project in Marketing.
MKBU 4999. Independent Study. (1 to 4 Credits)