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:
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.
All students are expected to take marketing at the introductory level followed by at least three out of the four following upper level studies:
In addition, students could consider the following studies that help in the development of knowledge and competencies in specialized areas of marketing:
Students may wish to develop individual concentrations or subconcentrations through consultation with their mentors.