Marketing Communications

Learn to think strategically and creatively with a degree in Marketing Communications.

Every great product, service, or idea needs effective communication to capture attention, build desire, and gain favor among consumers. In today’s highly competitive global marketplace, organizations are spending more and more on winning the hearts and minds of consumers via marketing communications tools such as advertising, public relations, sales promotions, and professional selling.

The Marketing Communications program at Berkeley College is ideal for students who are interested in generating creative solutions to marketing problems through integrated communications. The program covers:

  • Market and consumer research
  • Strategic positioning
  • Creative development and execution
  • Media planning and execution across current traditional, digital, mobile, and social marketing vehicles

Benefit from:

  • A program that provides a strong foundation in broader marketing principles, taking a 360° look at integrated marketing communications, along with a specialized focus on traditional and emerging marketing
  • Hands-on learning from accomplished instructors with professional marketing experience
  • Courses designed to develop the skills and abilities that are relevant in today’s marketplace
  • The ability to participate in, and make connections through, student chapters of industry associations such as the American Advertising Federation (AAF) and the Public Relations Student Society of America (PRSSA)
  • Participation in a capstone project designed to put theory into practice
  • Valuable, practical experience through program-related, faculty-monitored internships or job-related assignments
  • A seamless transition between Associate’s and Bachelor’s degrees

8,300+

students, including more than 700 international students representing nearly 100 countries

Berkeley College degree IACBE Candidate

The Larry L. Luing School of Business® at Berkeley College has been awarded the status of Candidate for Accreditation by the International Assembly for Collegiate Business Education (IACBE) located at 11374 Strang Line Road in Lenexa, Kansas, USA. In granting candidacy status, the IACBE has determined that the A.A.S., Marketing Communications and B.B.A., Marketing Communications degrees are eligible for accreditation.

Associate in Applied Science Degree (A.A.S.)
Marketing Communications

 This program is offered:
brooklyn new york city white plains dover newark paramus woodbridge woodland park online

A.A.S., Marketing Communications 2016-2017 Course Requirements

Marketing Communications
Associate in Applied Science Degree (A.A.S.)

 

Course Requirements

MAJOR CORE COURSES

Semester credits


3 Credit Hours

Provides an in-depth review of the marketing research function in a contemporary business environment. The course will discuss the market research process, focus on secondary data, and introduce students to quantitative and qualitative primary data collection methods.

Prerequisites: MKT2220, MAT2215

 


3 Credit Hours

Introduces the nature and determinants of consumer behavior. Primary emphasis is placed on developing an understanding of psychological characteristics (needs and personality) that influence and shape consumer purchase decisions.

Prerequisite: MKT2220 

 


3 Credit Hours

Provides students with a comprehensive treatment of brands, brand equity, and brand management. This course includes the design and implementation of marketing programs and activities to build, measure, and manage brand equity. This is the capstone course for the A.A.S. in Marketing Communications. 

Prerequisite: MKT2220

 


6 credits

Marketing Electives



BUSINESS CORE COURSES



3 Credit Hours

Introduces the basic structure of accounting terminology and procedures of a corporation. Students learn about recording and reporting functions, adjusting entries, and the preparation of financial statements.

 


3 Credit Hours

Explores the nature and scope of business, examines its component parts, and describes how it is organized and managed. Students learn about the internal and external forces that comprise our business and economic system. This course covers career development and teaches practical techniques and strategies for success.

 


3 Credit Hours

Allows students to work in a position related to their course of study. Students integrate the skills and knowledge learned through their academic experiences and participate in focused online discussions and special online projects.

Prerequisite: Departmental permission

 


3 Credit Hours

Provides an introduction to computer technology with an emphasis on applications. Students learn to use software, such as Microsoft Windows, Word, PowerPoint, and Excel. This course provides an orientation to Berkeley College’s computer framework including Blackboard, content collection, and portfolio development.

 


3 Credit Hours

Explores the diverse environment, management concerns, financial issues, and marketing questions faced by international business organizations. Students gain a heightened global awareness as they seek the knowledge and skills needed to function competitively in an increasingly interdependent world.

Prerequisite: BUS1101

 


3 Credit Hours

Examines operational theories of management under the functions of planning, organizing, staffing, directing, and controlling. Emphasizes the manager’s role in creating and maintaining an internal environment for performance. Students discuss cases in detail.

Prerequisite: BUS1101

 


3 Credit Hours

Provides an introduction to the fundamental principles and practices in the marketing process. Provides a detailed study of each marketing mix tool (product, price, place, promotion) along with an introduction to marketing research and consumer behavior.

 





LIBERAL ARTS AND SCIENCE CORE COURSES



3 Credit Hours

An introduction to expository writing through a comprehensive survey of forms of composition. Students are taught to use words with precision and strengthen their understanding and application of grammatical and rhetorical principles. Students are encouraged to appreciate and incorporate the principles of academic and professional writing.

 


3 Credit Hours

Further develops the writing, reading, and interpretive abilities introduced in ENG1105 through critical engagement with literary texts from a myriad of genres. 

Prerequisite: ENG1105

 


3 Credit Hours

Introduces the study of ethics and moral philosophy, including its historical development, the major figures within that history, and ethical and moral issues that face us today. This course presents the ideas of great thinkers throughout history and encourages students’ own thinking on various ethical and moral issues.

 


3 Credit Hours

Introduces statistical methods and procedures. Students become acquainted with the collection, analysis, and presentation of quantitative data. Topics include basic concepts of probability, frequency distributions, binomial distributions, sampling theory, hypothesis testing, and regression and correlation.

 


3 Credit Hours

Explores the psychological principles involved in coping with the challenges of moving through changes in life stages and life circumstances. Topics include stress management, communication, time management, healthy relationships, positive thinking, conflict management, and balancing home, education, and work.

 


3 Credit Hours

Students will develop the interpersonal skills known to be key ingredients for successful everyday interactions with a focus on the challenges of workplace relationships involving coworkers, supervisors, and customers/clients. Some major skill areas covered in the course include making a good impression with your employer, managing conflict with difficult coworkers, working on a team with diverse groups of people, providing exceptional service for customers/clients, and managing on-the-job stressors.

 


3 credits

Mathematics/Science Elective




3 credits

FREE ELECTIVE



60 SEMESTER CREDIT HOURS REQUIRED FOR GRADUATION

 




Bachelor of Business Administration Degree (B.B.A.)
Marketing Communications

 This program is offered:
brooklyn new york city white plains dover newark paramus woodbridge woodland park online

B.B.A., Marketing Communications 2016-2017 Course Requirements

Marketing Communications
Bachelor of Business Administration Degree (B.B.A.)

 

Course Requirements

MAJOR CORE COURSES

Semester credits


3 Credit Hours

Provides an in-depth review of the marketing research function in a contemporary business environment. The course will discuss the market research process, focus on secondary data, and introduce students to quantitative and qualitative primary data collection methods.

Prerequisites: MKT2220, MAT2215

 


3 Credit Hours

Introduces the nature and determinants of consumer behavior. Primary emphasis is placed on developing an understanding of psychological characteristics (needs and personality) that influence and shape consumer purchase decisions.

Prerequisite: MKT2220 

 


3 Credit Hours

Provides students with a comprehensive treatment of brands, brand equity, and brand management. This course includes the design and implementation of marketing programs and activities to build, measure, and manage brand equity. This is the capstone course for the A.A.S. in Marketing Communications. 

Prerequisite: MKT2220

 


3 Credit Hours

Provides students with an understanding of how the marketing process for services is conducted. Students will learn how to develop a services marketing plan and utilize elements for various types of services.

Prerequisite: MKT2220

 


3 Credit Hours

Focuses on the long-term implications of strategic market planning, including analysis of marketing opportunities, development of marketing strategies, shaping of marketing offers, and the management and delivery of marketing programs. This is the capstone course for the B.B.A. in Marketing Communications.

Prerequisites: MGT2220, MKT2222, MKT2241, MKT2242, MKT3310

 


18 credits

Marketing Electives*



BUSINESS CORE COURSES



3 Credit Hours

Introduces the basic structure of accounting terminology and procedures of a corporation. Students learn about recording and reporting functions, adjusting entries, and the preparation of financial statements.

 


3 Credit Hours

Explores the nature and scope of business, examines its component parts, and describes how it is organized and managed. Students learn about the internal and external forces that comprise our business and economic system. This course covers career development and teaches practical techniques and strategies for success.

 


3 Credit Hours

Provides students with detailed knowledge of the laws relating to contracts, commerce, property, sales, negotiable instruments, and employment. Students develop an awareness of business situations requiring legal counsel and a familiarization with the overall structure of the legal system.

 


3 Credit Hours

Allows students to work in a position related to their course of study. Students integrate the skills and knowledge learned through their academic experiences and participate in focused online discussions and special online projects.

Prerequisite: Departmental permission

 


3 Credit Hours

Provides an introduction to computer technology with an emphasis on applications. Students learn to use software, such as Microsoft Windows, Word, PowerPoint, and Excel. This course provides an orientation to Berkeley College’s computer framework including Blackboard, content collection, and portfolio development.

 


3 Credit Hours

Introduces the core principles of micro and macroeconomic theory while emphasizing real-world personal, business, and governmental applications. Topics include tradeoffs and opportunity costs, gains from specialization and trade, supply and demand, the role of government in the economy, inflation and unemployment, and the monetary system of the United States.

 


3 Credit Hours

Provides an overview of the fundamental principles relating to the study of finance, including theories and practices in financial management. Students become familiar with the financial organization and operation of a business. Topics include financial analysis, planning and control, budgeting and forecasting, and financing.

Prerequisites: ACC1111, MAT2215

 


3 Credit Hours

Explores the diverse environment, management concerns, financial issues, and marketing questions faced by international business organizations. Students gain a heightened global awareness as they seek the knowledge and skills needed to function competitively in an increasingly interdependent world.

Prerequisite: BUS1101

 


3 Credit Hours

Examines operational theories of management under the functions of planning, organizing, staffing, directing, and controlling. Emphasizes the manager’s role in creating and maintaining an internal environment for performance. Students discuss cases in detail.

Prerequisite: BUS1101

 


3 Credit Hours

Provides an introduction to the fundamental principles and practices in the marketing process. Provides a detailed study of each marketing mix tool (product, price, place, promotion) along with an introduction to marketing research and consumer behavior.

 





LIBERAL ARTS AND SCIENCE CORE COURSES**



3 Credit Hours

An introduction to expository writing through a comprehensive survey of forms of composition. Students are taught to use words with precision and strengthen their understanding and application of grammatical and rhetorical principles. Students are encouraged to appreciate and incorporate the principles of academic and professional writing.

 


3 Credit Hours

Further develops the writing, reading, and interpretive abilities introduced in ENG1105 through critical engagement with literary texts from a myriad of genres. 

Prerequisite: ENG1105

 


3 Credit Hours

Explores a wide variety of professional and creative writing modes, from personal profiles to blogging and beyond. Students build their reading, writing, and researching skills while reinforcing the fundamental concepts and current developments associated with the areas of their respective majors.

Prerequisite: ENG2205

 


3 Credit Hours

Introduces the study of ethics and moral philosophy, including its historical development, the major figures within that history, and ethical and moral issues that face us today. This course presents the ideas of great thinkers throughout history and encourages students’ own thinking on various ethical and moral issues.

 


3 Credit Hours

Introduces statistical methods and procedures. Students become acquainted with the collection, analysis, and presentation of quantitative data. Topics include basic concepts of probability, frequency distributions, binomial distributions, sampling theory, hypothesis testing, and regression and correlation.

 


3 Credit Hours

Explores the psychological principles involved in coping with the challenges of moving through changes in life stages and life circumstances. Topics include stress management, communication, time management, healthy relationships, positive thinking, conflict management, and balancing home, education, and work.

 


3 Credit Hours

Students will develop the interpersonal skills known to be key ingredients for successful everyday interactions with a focus on the challenges of workplace relationships involving coworkers, supervisors, and customers/clients. Some major skill areas covered in the course include making a good impression with your employer, managing conflict with difficult coworkers, working on a team with diverse groups of people, providing exceptional service for customers/clients, and managing on-the-job stressors.

 


3 credits

English Elective


3 credits

Humanities Elective


6 credits

Liberal Arts Electives


3 credits

Mathematics/Science Elective


3 credits

Science Elective


3 credits

Social Science Elective




15 credits

FREE ELECTIVES



120 SEMESTER CREDIT HOURS REQUIRED FOR GRADUATION

*12 credits of Marketing Electives must be at the 3000/4000 level.
**12 credits of Liberal Arts Electives must be at the 3000/4000 level.

 




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