Silberman College of Business
Department Information
Business Core Curriculum

Marketing majors are exposed to interdisciplinary courses that develop a broad range of business skills. The marketing curriculum is designed to prepare students for careers in sales, retailing, advertising, product management, direct marketing and research. This preparation is accomplished through course offerings in basic marketing concepts and supplemented by career specific courses. The learning process is enhanced with projects, case studies and internships.

Degree Requirements

All students enrolled in the Bachelor of Science Degree program must complete the University and Business Core Curriculum in addition to the major requirements listed below.

Required Courses

Electives (Select four courses)

Digital Marketing Concentration

With so many advances in technology, today’s marketing arena is more complex than ever before. Marketers are struggling to keep up with information being shared and used by their customers on a variety of platforms. Marketing success lies in being able to understand these digital and social platforms, and in being able to seamlessly integrate a range of new capabilities with some of the more traditional ones.

A bachelor’s degree in Marketing with a concentration in Digital Marketing from Silberman College of Business will prepare you for a career in this dynamic field and will equip you with the knowledge and skills to plan, design and manage a well integrated marketing strategy.

Digital Marketing Concentration Requirements

The curriculum is designed to allow you to achieve more substantive learning about the emerging area of digital marketing. Students wishing to pursue this concentration will be required to complete a total of 21 credits, which includes the following six required courses followed by an internship in the field of Digital and/or Social Media Marketing.

Students with specific questions about the major requirements should contact their advisor on their home campus.

For More Information

If you are a prospective student and would like information about applying to Fairleigh Dickinson University, please contact the Office of Admissions.

If you would like information regarding the majors, courses or careers paths, please contact the Department Chair Li Qin.

Course Descriptions

  • MKTG3341 Students develop professional sales presentations through the application of both oral and written communication skills in the determination and satisfaction of buyers needs. This includes basic sales skills including creating a positive first impressions, designing a persuasive message, responding to objections, emphasizing win-win, closing a sale and an introduction to the motivation and control of the sales force.

  • MKTG3344 Course is designed to expose students to the theory and practice of marketing research. Beginning with an overview of the marketing research process, this course provides students with the skills to identify and solve marketing problems. The concepts will be reinfored by requiring students to define a marketing problem, identify the data requirements, gather and analyze data and make marketing recommendations based on the findings.

  • MKTG3360 This course deals with the internet as a marketing medium and explores how marketers may use it to engage and interact with their customers. Students will develop website(s), understand Search Engine Marketing (SEM) and Search Engine Optimization (SEO), and use several databases to analyze trends and identify opportunities. The course will also address fundamentals of email marketing, web analytics, and will apply marketing principles to the use of new technology.

  • MKTG3371 Students are introduced to marketing considerations in international markets. Some of the topics include: cultural differences, social patterns, economic and legal environment, and channels of distribution. Product attributes, pricing policies and promotional strategies are all examined with respect to international considerations.

  • MKTG3383 This course will examine the strategic uses of social media tools along with examples of successful social media marketing campaigns on dominant platforms. Students will learn through the active use of select tools and platforms, culminating in the construction of a framework for creating, monitoring, and measuring the effectiveness of social media campaigns.

  • MKTG3501 This course provides students the fundamental concepts and principles of sustainability marketing from a global perspective. It will examine ways that marketing processes can be transformed to bring value to people, society and businesses. The course will also address consumer behavior that relates to socially and environmentally responsible actions. Topics include segmentation, positioning, marketing mix, and measurement in holistic, sustainable marketing programs.

  • MKTG4272 Course will provide students with a conceptual understanding of the fundamentals of buyer behavior and its role in the development of mar- keting strategy. This course will examine the psychological, sociological and economic founda- tions of the field and consumer behavior and the relationship of these theories to managerial decisions. The course will be taught from the perspective of the marketing manager who needs knowledge of buyer behavior to develop, evaluate and implement effective marketing strategies.

  • MKTG4344 This course serves as an introduction to the management and practice of public relations. It provides an overview of the field, teaches skills basic to public relations and applies the theories and skills to various publics.

  • MKTG4345 Course examines the marketing implications in- volved in promoting sports activities. The unique aspects of each type of sporting activity are considered

  • MKTG4365 This course is designed to provide an overview of marketing communication, including the management, strategy and creative development of advertising, publicity, sales promotion and other forms of marketing communication. Topics include research, segmentation, branding, positioning creativity and media selection.

  • MKTG4405 Course draws on the cumulative marketing knowledge and analytical techniques acquired in previous marketing courses and applies them to "real world" marketing situations. Students will be required to develop a comprehensive marketing plan, including situation analysis, marketing objectives, product positioning, strategies and tactics for the marketing mix, and budget.