BBA in Marketing, Advertising and Integrated Marketing Communications Concentration

Overview
The mission of the Marketing program is to prepare students for lifelong learning which utilizes critical thinking skills in order to solve business problems.. Courses and programs emphasize the practice of marketing and application of marketing principles in the context of the highly technological, global economy.

A marketing major with a concentration in Advertising and Promotion prepares students for careers in a variety of jobs in advertising agencies in account management, in companies that use advertising and promotion as part of their marketing mix, marketing analysis and research, product or brand management, product planning, customer analysis, and promotion management.

Marketing includes all activities that occur from the conception to the delivery of products or services. Students who major in marketing learn about the six functional areas related to the marketing process—brand marketing, advertising, sales promotion, market research, sales, and retailing. In addition, students learn about product development, pricing, consumer decision making, legal aspects of marketing, and global marketing. Employers include large business and industrial firms, but also smaller companies, private research organizations, and promotion agencies. Retail and wholesale trade, insurance, travel, and real estate are other areas where knowledge of advertising and promotion can open up job opportunities.

Marketing activities span many functions, across nearly all forms of business, governmental agencies and organizations, including for-profit and not-for-profit operations. Advertising and Promotion as a concentration prepares students to focus on the Promotion "P" of the 4 "P's" while providing students with a background in strategic elements of marketing that are essential. Upon graduation, most Advertising and Promotion majors choose to work in either agencies or companies in which the main focus is on the promotion of a product, brand, service or line. Marketing is a line function essential to the performance of a company and thus provides Advertising and Promotion students with many career opportunities across a broad spectrum of companies and organizations. The department seeks to provide students with sufficient knowledge of the set of processes necessary to create, communicate and deliver value to customers.

Most Advertising and Promotion students choose to participate in the National Student Advertising Competition of the American Advertising Federation. We have a separate team on each campus. Each team has enjoyed considerable success at these competitions—a big plus for intra-school spirit and the pursuit of achievement in the practice of advertising. Both teams have placed within the top five of more than 20 schools in the region over the last several years. The ultimate goal of our teaching is to help students obtain a position in the field upon graduation. Students have obtained interviews as a result of the career fair that follows the AAF competition. Other students have used the "plans book" developed as part of the competition in their job searches and have achieved considerable success in obtaining first-rate employment.

Clubs represent another way for students to develop and strengthen their marketing and advertising skills. This past year the Student Ad Club on the New York City campus had a real client—the non-profit no-kill shelter Animal Haven. Animal Haven was so pleased with the student campaign that they adopted it for the introduction of its newest facility in Manhattan. In addition, the Pace University Marketing Association in New York City and Pleasantville engages in a variety of community service activities that help students develop and strengthen their marketing skills. Employers look very favorably on students who are active participants in clubs and community services.

• Analyze and interpret data
• Manage & direct people/programs
• Excellent writing skills
• Hire and supervise staff
• Sell products or services
• Formulate program policies
• Plan work tasks
• Plan & administer budgets
• Research business problems
• Good communication skills
• Prepare status reports
• Develop solutions
• Negotiate staff policies/disputes

• To develop the communications skills needed in the workplace
• To develop critical thinking, problem solving and decision-making skills needed in the workplace
• To provide opportunities for interpersonal interaction, social responsibility and ethics
• To encourage students to engage in global citizenship
• To develop and strengthen the student's quantitative application skills
• To develop the student's financial and accounting application capabilities as it relates to marketing
• To develop and strengthen business and technical skills

• Advertising Age - Communications
• AllStar Marketing - Direct Marketing
• Al Roker Productions, Inc. - Entertainment
• Arista Records - Entertainment
• Hearst Group/Hearst Magazines - Communications
• Celia Hirsch Gallery - Art
• Impact Promotions, Inc. - Promotion
• Oxygen Media - Media
• Pepsico - Distribution, promotion
• Telemundo ZGS Group - Media
• Twentieth Century Fox - Entertainment
• Zenith Media - Media