Marketing

Program Overview

A degree in marketing provides students with the knowledge they need to compete in today’s global marketplace. Graduates from the marketing program enter the workforce with a strong background in business, a critical understanding of consumer behavior, ad trends and the know-how needed to reach target audiences and to promote services and products.

Curriculum Overview

As a marketing major at Rider, students have the choice of pursuing one of five marketing tracks: general marketing, advertising, digital marketing, pharmaceutical and health care marketing, or professional selling.  These tracks provide all marketing majors with the foundation of knowledge and skills necessary for a marketing career while offering students the opportunity to focus their curriculum on a path that best suits their career interests and goals.

Possible employment opportunities can be found with profit and non-profit and public or private organizations marketing goods or services to consumers, businesses or other organizations.

Degree Offered

  • B.S.B.A. in Marketing

Contact

Ira Sprotzer, J.D.
Associate Professor and Chairperson
Sweigart Hall 239
(609) 896-5280
sprotzer@rider.edu

Program Website: Marketing
Associated Department:  Department of Marketing, Sport Management and Legal Studies

Related Programs

Students are required to complete 1 of 5 concentrations for the Marketing Major

 

Concentrations for Marketing Major

  • General Marketing
  • Advertising
  • Digital Marketing
  • Professional Selling
  • Health Care and Pharmaceutical Marketing

General Marketing Concentration

MKT 320Consumer Behavior3
MKT 330International Marketing *3
or MKT 369 International Advertising
MKT 366Marketing Research3
MKT 460Marketing Management Seminar3
Four additional Marketing Electives are required**12
Total Credits24
*

Only one of MKT 330 or MKT 369 can count in major. General Marketing majors must take a second International Business elective and count it as Free Elective only.

**

MKT 490 & MKT 491 cannot count as MKT electives.

Students are required to complete 6 credits of International Business electives. Marketing majors can only count 3 credits of International Business elective in their major.


Advertising Concentration 

MKT 205Advertising Principles3
MKT 320Consumer Behavior3
MKT 366Marketing Research3
MKT 369International Advertising3
MKT 375Digital Advertising and Social Media3
MKT 460Marketing Management Seminar3
ADV 435Advertising Campaigns3
COM 212Publication Design *3
Total Credits24
*

COM 212 can count as a required social science elective. If you count COM 212 as social science elective, you must complete an additional 3-credit free elective.


Digital Marketing Concentration

CIS 200Web Application Development I *3
or COM 212 Publication Design
MKT 250Retailing Management3
MKT 320Consumer Behavior3
MKT 330International Marketing3
or MKT 369 International Advertising
MKT 366Marketing Research3
MKT 367Marketing Web Analytics3
MKT 375Digital Advertising and Social Media3
MKT 460Marketing Management Seminar3
Total Credits24
*

COM 212 can count as a required social science elective. If you count COM 212 as social science elective, you must complete an additional 3-credit free elective.


Professional Selling Concentration

MGT 346Negotiation3
MKT 250Retailing Management3
MKT 320Consumer Behavior3
MKT 330International Marketing3
or MKT 369 International Advertising
MKT 340Personal Selling3
MKT 366Marketing Research3
MKT 440Sales Management3
MKT 460Marketing Management Seminar3
Total Credits24

Health Care & Pharmaceutical Marketing Concentration

MKT 320Consumer Behavior3
MKT 330International Marketing3
or MKT 369 International Advertising
MKT 340Personal Selling3
MKT 345/GSC 345Customer Focus3
MKT 366Marketing Research3
MKT 380Healthcare Marketing3
MKT 460Marketing Management Seminar3
Choose one of the following:3
The Pharmaceutical Industry *
Introduction to Health Care
Healthcare Law,Ethics & Polcy
Total Credits24
*

BIO 206 can count as a required natural science elective. If you count BIO 206 as a natural science elective, you must complete an additional 3-credit free elective.

Financial Services Marketing Concentration

The concentration in financial services marketing is open to Finance and Marketing majors. Students majoring in Finance are required to complete 12 credit hours in marketing coursework; and students majoring in Marketing are required to complete 12 credit hours in finance coursework.

Finance Majors

Required Courses

MKT 340Personal Selling3
MKT 440Sales Management3
Elective Courses
Select two of the following:6
MKT 260Service Marketing3
MKT 310Business to Business Marketing3
MKT 320Consumer Behavior3
MKT 366Marketing Research3
MKT 490Independent Research and Study1-4
MKT 491/FIN 491Internship-Based Indep Study3
Total Credits12

Marketing Majors

Required Courses 

FIN 305Personal Financial Planning3
FIN 307Financial Markets & Institut3
FIN 312Investments3
Elective Courses
Select one of the following:
FIN 315Financial Modeling3
FIN 360Fixed Income and Derivatives3
FIN 412Investment Analysis3
Total Credits12

In order to complete the concentration, students must achieve a minimum GPA of 2.5 in the concentration coursework, and a minimum grade of "C" in each of the concentration courses.

For information on the Financial Services Marketing Concentration please contact:

Anne Carroll, Ph.D.
Associate Professor and Chairperson
Swiegart Hall 255
acaroll@rider.edu

Academic Plan of Study

The following educational plan is provided as a sample only.  Rider students who do not declare a major during their freshman year, who change their major, or those who transfer to Rider will follow a different plan to ensure a timely graduation.  Each student, with guidance from his or her advisor, will develop a personalized educational plan.

Plan of Study Grid
Year 1
Fall SemesterCredits
CIS 185 Information Systems Essentials 1 3
CMP 120 Expository Writing 2 3
MSD 105 Quantitative Methods for Business 3 3
Natural Science Elective 3
Social Science Elective 3
 Semester Credit Hours15
Spring Semester
CBA 102 Career Plan & Perspective I 4 1
CMP 125 Research Writing 3
ECO 200 Principles of Macroeconomics 3
MKT 200 Marketing Principles 3
MSD 200 Statistical Methods I 3
Humanities Elective 3
 Semester Credit Hours16
Year 2
Fall Semester
ACC 210 Introduction to Accounting 3
CBA 202 Career Plan & Perspect II 4 1
ECO 201 Principles of Microeconomics 3
MSD 201 Statistical Methods II 3
MGT 201 Fund Management & Org Behavior 3
Global/Cultural Liberal Arts Elective 3
 Semester Credit Hours16
Spring Semester
ACC 220 Managerial Uses of Accounting 3
COM 290 Professional/Strategic Speech 3
FIN 220 Introduction to Finance 3
Global/Cultural Liberal Arts Elective 3
Free Elective 5 3
 Semester Credit Hours15
Year 3
Fall Semester
BUS 300 Social & Legal Environment Bus 3
CBA 302 Career Plan & Perspect III 4 1
MKT 320 Consumer Behavior 3
MKT 366 Marketing Research 6 3
MKT Major Elective 5, 7 3
Leadership Elective 3
 Semester Credit Hours16
Spring Semester
CIS 385 Management Information Systems 3
MSD 340 Production and Operations 3
MKT Major Elective 5, 7 3
Free Elective 5 3
 Semester Credit Hours12
Year 4
Fall Semester
BUS 400 Strategic Mgmt and Policy 3
MKT Major Elective 5, 7 3
MKT Major Elective 5, 7 3
Free Elective 5 3
Free Elective 5 3
 Semester Credit Hours15
Spring Semester
MKT 460 Marketing Management Seminar 3
MKT Major Elective 5, 7 3
Free Elective 5 3
Free Elective 5 3
Free Elective 5 3
 Semester Credit Hours15
 Total Credits120
1

CIS 185 can be taken in the Fall or Spring of year 1.

2

Students may be required to take CMP 115 Intro to Expository Writing based on placement. CMP 115 counts as a 3-credits Free Elective.

3

Students may be required to take MSD 104 Intro to Quantitative Methods based on placement. MSD 104 counts as a 3-credit Free Elective.

4

Transfer Students can take MGT 336 Career Management (3 credits) as a substitute for the Career Planning sequence.

5

Students are required to complete 6 credits of International Business Elective. One of the International Business Electives can be fulfilled as a major elective. The 2nd International Business Elective must count as Free Elective only.

6

MKT 366 Marketing Research can be taken in Fall or Spring of Year 3 or Year 4. 

7

Marketing majors are required to choose 1 of 5 concentrations. Please refer to the concentration requirements to determine required major courses.

The following educational plan is provided as a sample only.  Rider students who do not declare a major during their freshman year; who change their major; or those who transfer to Rider may follow a different plan to ensure a timely graduation.  Each student, with guidance from his or her academic advisor, will develop a personalized educational plan.

Plan of Study Grid
Year 1
Fall SemesterCredits
CIS 185 Information Systems Essentials 3
CMP 120 Expository Writing 3
ECO 200 Principles of Macroeconomics 3
MSD 105 Quantitative Methods for Business 3
Science Elective 3
 Semester Credit Hours15
JTerm
MKT 200 Marketing Principles 3
 Semester Credit Hours3
Spring Semester
CBA 102 Career Plan & Perspective I 1
CMP 125 Research Writing 3
ECO 201 Principles of Microeconomics 3
MSD 200 Statistical Methods I 3
Free Elective 1 3
Social Science Elective 3
 Semester Credit Hours16
Summer Semester
ACC 210 Introduction to Accounting 3
Humanities Elective 3
 Semester Credit Hours6
Year 2
Fall Semester
CBA 202 Career Plan & Perspect II 1
COM 290 Professional/Strategic Speech 3
FIN 220 Introduction to Finance 3
MGT 201 Fund Management & Org Behavior 3
MKT 320 Consumer Behavior 3
MSD 201 Statistical Methods II 3
Global/Cultural Liberal Arts Elective 3
 Semester Credit Hours19
JTerm
Free Elective 2 3
 Semester Credit Hours3
Spring Semester
ACC 220 Managerial Uses of Accounting 3
CBA 302 Career Plan & Perspect III 1
MKT 366 Marketing Research 3
Global/Cultural Liberal Arts Elective 3
Leadership Elective 3
Major Course Elective 1 3
 Semester Credit Hours16
Summer Semester
CIS 385 Management Information Systems 3
Free Elective 3 3
 Semester Credit Hours6
Year 3
Fall Semester
BUS 300 The Legal and Ethical Environment of Business 3
MSD 340 Production and Operations 3
Major Course Elective 2 3
Major Course Elective 3 3
Major Course Elective 4 3
Free Elective 4 3
 Semester Credit Hours18
JTerm
Free Elective 5 3
 Semester Credit Hours3
Spring Semester
BUS 400 Strategic Mgmt and Policy 3
MKT 460 Marketing Management Seminar 3
Free Elective 6 3
International Business Elective 3
Major Course Elective 5 3
 Semester Credit Hours15
 Total Credits120
  • Marketing majors are required to choose 1 of 5 concentrations. Please refer to the concentration requirements to determine required major courses.
  • Assumes no AP or other credits transferred into Rider University.
  • Students are required to take 6 credits of International Business Electives. One of the International Business Electives can count in the major. The 2nd International Business Elective must count as Free Elective only.
  • Business Honors students will have a different sequence.
  • Global/Cultural Liberal Arts Elective can be satisfied by courses that are designated as global/cultural, including language courses at the 101-level or above.
  • For the Leadership Elective, choose from LDP 398 Co-op Experience Seminar, LDP 200 Foundations of Leadership, LDP 220 Service Learning Through MOB, MGT 355 Team Management, or MGT 363 Management Skills.
  • Students are strongly suggested to complete a credit-bearing experiential course (e.g., internship, co-op, study tour, study abroad, ENT 448 Seminar in Small Business Consulting, ECO 450 Seminar in Economic Research.)

Courses and Descriptions

MKT 200 Marketing Principles 3 Credits

This course examines market characteristics, consumer buying habits and motives, and functions of marketing within the framework of the strategic marketing planning process. Concepts and current practices in product development, pricing, promotion, distribution, and international marketing are studied.

MKT 205 Advertising Principles 3 Credits

Basic theory, functions, principles, and applications of advertising are the focus of this course. The relation of advertising to our economy, the advertising department and the ad agency, selection of media, advertising practices, and the use of research to improve advertising techniques are covered.

Prerequisite: MKT 200. Required for advertising majors.

MKT 250 Retailing Management 3 Credits

The principles underlying successful retailing are analyzed within the framework of the strategic-planning process. Topics covered include location, merchandise planning, customer service, image, atmosphere, layout, pricing, promotion, personnel and operations management.

Prerequisite(s): MKT 200.

MKT 260 Service Marketing 3 Credits

Focuses on the unique challenges of managing services and delivering quality service to customers. Emphasis is placed on the total organization, and how effective marketing and customer focus must be coordinated across multiple functions. The course is applicable to service organizations and to organizations that depend on service excellence for competitive advantage. Topics include customer-focused management, and customer satisfaction, retention, lifetime value and profitability. Students will learn to map services, understand customer expectations, and develop relationship marketing strategies.

Prerequisite(s): MKT 200.

MKT 280 Sports Marketing 3 Credits

The course focuses on the unique challenges of marketing sports at a variety of levels: youth, college, professional, and international. The challenges of attracting and retaining fans and participants as well as of building and maintaining strong brand identity are at the heart of the course content. By evaluating case studies and examining current issues in sports marketing, students will gain an understanding of what it means to be a professional marketer of a sports organization and/or event.

Prerequisite(s): MKT 200.

MKT 310 Business to Business Marketing 3 Credits

This course examines the business-to-business marketplace, and the planning and control tools used by its entities in managing the product, pricing, promotion, channel and supply chain management strategies.

Prerequisite(s): MKT 200.

MKT 320 Consumer Behavior 3 Credits

The nature and determinants of consumer behavior are studied, with attention given to the influence of socio-psychological factors such as personality, small groups, demographic variables, social class, and culture on the formation of consumer attitudes, consumption patterns, and purchasing behavior.

Prerequisite(s): MKT 200; Required for advertising majors.

MKT 330 International Marketing 3 Credits

This course examines the global marketplace and the complexities of its environmental influences, and necessary adaptations in formulating the strategies for product, pricing, promotion, channel and supply chain management.

Prerequisite(s): MKT 200.

MKT 340 Personal Selling 3 Credits

Examines persuasive techniques utilized in sales presentations conducted on a person-to-person basis. Major course emphasis is on developing effective selling techniques; understanding the company, its products and the role of the salesperson in implementing product/market strategies; understanding the customers and the selling environment; application of effective sales presentation techniques; recognizing selling opportunities and careers.

Prerequisite(s): MKT 200.

MKT 345 Customer Focus 3 Credits

Marketing supply chain management programs are concerned with the creation and delivery of value to customer and organizations. No longer simply the domain of the warehouse manager or logistics director, supply chain management is viewed by most companies as a mission-critical element. Marketing focuses on developing an understanding of customers and markets, creating products and services based on that understanding, and communicating and delivering the value added. This course will teach the student the essential role of marketing in all aspects of successful supply chain management - relationship management, technological and financial - and it will help the student understand the structure, functions, principles and methods employed in discovering and translating consumer needs and wants into product and service specifications and then transferring these goods and services from producers to consumers or end users.

Prerequisite(s): MKT 200 and GSC 115 or permission of instructor.

MKT 350 Retailing Management 3 Credits

The principles underlying successful retailing are analyzed within the framework of the strategic-planning process. Topics covered include location, merchandise planning, customer service, image, atmosphere, layout, pricing, promotion, personnel and operations management.

Prerequisite(s): MKT 200.

MKT 366 Marketing Research 3 Credits

Topics include specific research procedures in gathering, processing, analyzing, and presenting information relevant to marketing problems: advertising planning and effectiveness; product development; distribution channels; sales techniques; consumer behavior; and forecasting. Student learning about research planning, implementation, and interpretation is facilitated by the use of projects or cases.

Prerequisite(s): MKT 200; MSD 200, MSD 201; junior standing; Required for marketing and advertising majors.

MKT 367 Marketing Web Analytics 3 Credits

This course teaches web analytics through practical applications with a focus on deriving actionable insights. It provides a broad overview of key web analytics strategies, concepts, issues, challenges and tools. Topics covered include: • How to choose a web analytics tool • Metrics and key performance indicators • Best ways to analyze effectiveness of blogs, marketing campaigns, SEO, SEM and emails • How to utilize quantitative, qualitative and competitive tools to derive actionable insights • How to optimize web sites by incorporating testing and experimentation • Analytics in social, mobile and video • Best practices and pitfalls in web analytics

Prerequisite(s): MKT 200.

MKT 369 International Advertising 3 Credits

This course introduces students to the general landscape of international advertising with emphasis on understanding the opportunities and challenges entailed in international advertising management. The course will cover the subject from three aspects, including the international advertising environment, the international advertising industry, and international advertising strategies.

Prerequisite: MKT 200 or permission of instructor.

MKT 370 Internet Marketing 3 Credits

This course emphasizes the discipline of internet marketing, including practices of leading online marketing companies, state of the art online research and demonstrates how the Internet is creating value for customers and profits for businesses while also fitting into a firm’s complete marketing strategy. This course will provide a strategic and tactical toolkit for the online marketer, help students understand how and why the Internet is changing traditional marketing and allow students to develop the skills, strategies and tactics important to develop successful Internet marketing plans.

Prerequisite(s): MKT 200 and CIS 185.

MKT 375 Digital Advertising and Social Media 3 Credits

This course surveys the concepts, principles, practices and industry standards of digital advertising, including standard display and rich media advertising, search advertising, email advertising, game advertising, and mobile advertising. It also introduces the strategies and tactics in social media marketing. The course emphasizes a strategic, holistic view of digital advertising and social media as marketing communication tools that are situated in the marketing strategic framework and employed to engage consumers in community building.

Prerequisite(s): MKT 200.

MKT 380 Health Care Marketing 3 Credits

The purpose of this course is to introduce students to the role, functions and tasks of healthcare marketing. Attention is devoted to applying basic marketing principles to the healthcare sector. Marketing decision making and analysis will be emphasized through the use of cases and current readings that focus on a variety of healthcare organizations, including hospitals, assisted living facilities, MCOs, and pharmaceutical companies.

Prerequisite(s): MKT 200 or permission of instructor.

MKT 440 Sales Management 3 Credits

By means of lectures, discussions, and case studies, the field of marketing management is analyzed from the viewpoint of sales executives. The responsibilities for planning and administering personal selling operations are emphasized. Considerable attention is given to other activities for which sales executives may be wholly or jointly responsible, such as decision making on promotion and brand management.

Prerequisite(s): MKT 200 and senior standing.

MKT 444 Spec. Topics Honors: Mkt & Law 3 Credits

MKT 460 Marketing Management Seminar 3 Credits

This capstone course for marketing majors employs a top management approach to the overall marketing task, including planning, organizing, controlling, and integrating all the activities of the marketing program. Integration of marketing with other operations of the business unit is emphasized. Major problems and current trends are identified and analyzed through case discussion.

Prerequisite(s): Marketing major and 15 semester hours of marketing; Required for marketing majors.

MKT 469 Selected Topics in Marketing 3 Credits

The study of a topic (or combination of topics) that represents some dimension of marketing or has important and direct implications for marketing management. Theoretical foundations as well as special applications of marketing decision making may be explored. Readings, research, lectures, discussions, or other appropriate methods are employed to stimulate student learning.

Prerequisite(s): MKT 200 and senior standing or permission of instructor.

MKT 490 Independent Research and Study 1-4 Credits

Topic to be approved by the professor and chairperson. Available for juniors and seniors. No more than 12 credits allowed toward graduation, which may be counted as a business or free elective.

MKT 491 Internship-Based Indep Study 3 Credits

Provides the student an opportunity to supplement and apply classroom work in supervised employment with participating marketing and advertising firms. Requirements include a journal with a log of daily activities, and a project or term paper presented to and evaluated by the internship sponsor. Evaluation will also include a report by the company on the intern’s performance. Credits may be used to satisfy business or free elective requirements.

Prerequisite(s): permission of instructor.