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 E-Business and Interactive Media prepares students for careers in a variety of jobs in E-Business, Internet Marketing, Customer-Contact/Teleservices, Customer Relationship Management, Customer Retention and Loyalty Progam Development, New Media, and Multi-Channel Marketing, and Promotion Management.

Marketing activities span many functions across nearly all forms of business, governmental agencies and organizations, including for-profit and not-for-profit operations. Marketing is a line function essential to the performance of a company and students following the E-Business and Interactive Media concentration will be prepared to pursue a broad range of career opportunities. Students who major in marketing learn about the functional areas related to the marketing process — including advertising, sales promotion, market research, sales, and retailing. Students learn about product and service planning and development, pricing, distribution, consumer decision making, and global marketing.

Employers include large business and industrial firms, but also smaller companies, private research organizations, direct marketing, teleservices as well as advertising and promotion agencies. Retail and wholesale trade, insurance, travel, and real estate are other areas where interactive tools and skills can be effectively applied and such training can provide access to these emerging and rapidly growing job opportunities.

The Interactive Direct Marketing Lab (IDM Lab) in New York City and Pleasantville engages in a variety of business and community service activities that help students develop and strengthen their marketing skills. Each of our IDM Labs provide students with opportunities to work on client projects and assignments. Students active in the IDM Labs have developed on site programs relevant to the study of direct and interactive marketing and have undertaken projects to promote specific programs and initiatives on campus of broad interest such as the Marketing and Technology Executive Summit that is organized by the Marketing Department and sponsored by several leading companies including business consultancies, publishers and media partners.

Students in the E-Business and Interactive Media concentration have the opportunity to participate in the Direct Marketing Association's Collegiate ECHO competition. Last year's sponsor of the competition was Pitney Bowes and our student teams won two awards. The ECHO competition offers students the opportunity to develop a creative solution to a direct and interactive marketing challenge faced by a real client and provides direct contact with leading business executives who can provide current business insights critical to the success of students throughout their career in this fast-paced industry.

Program and Courses
The learning objectives for the marketing major with a concentration in E-Business and Interactive Media build on the skills that a person needs to perform within the industry. The global learning objectives of the marketing major program are as follows:

1. To develop the communications skills needed in the workplace
2. To develop critical thinking, problem solving and decision-making skills needed in the workplace
3. To provide opportunities for interpersonal interaction, social responsibility and ethics
4. To develop and strengthen the student's quantitative application skills
5. To evaluate marketing alternatives using financial, organizational, environmental and ethical criteria to guide decision-making and prepare and implement an appropriate marketing plan to achieve specified goals and objectives.
6. To learn and use information technology tools for consumer research and strategic marketing.
7. To develop skills in financial and accounting applications relevant to marketing.
8. To recognize the importance of local and global alliances.

• MTV - Entertainment
• Sony-BMG - Entertainment
• Universal - Entertainment
• Decca - Entertainment
• NBC - News and Entertainment
• Zenith Media - Advertising
• McCann-Eriksson - Advertising
• Media Edge - Media Planning
• A.C. Nielsen - Market Research
• G+J USA Publishing - Publishing
• Hearst - Publishing
• Epsilon - Direct and Interactive Marketing
• Allstar Marketing Group - Direct Marketing
• Chanel - Fashion
• March of Dimes - Not-for-profit
• River-to-River - Not-for-profit Event Marketing
• Donna Karan - Fashion
• NYC Subway Line - Fashion
• Buick Classic - Promotion
• Pace Law School - Education; Interactive Media
• Steiner Sports Marketing - Sports Marketing
• MZI Global - International Marketing Consultancy
• Samsung - Electronics