Rochester Institute of Technology

Academic Program Overviews

Student Skills & Capabilities, Salary Data, Career Information 

New Media Marketing BS

Program Overview

The marketing and new media marketing majors prepare students for a variety of positions, including product and brand management, marketing, research, advertising and B2B sales and sales.  As marketing majors, students acquire knowledge of consumer and business buying behaviors and market research methods through a combination of academic education and cooperative education.  The combination provides an understanding of problems related to a number of marketing areas: e.g., sales, product management, retail, research, advertising and product planning.In new media marketing, it goes beyond simple advertising and into areas such as web design, content generation, social media, and search engine marketing through the study of analytics, visualization, copywriting, strategy, planning, and execution. The field is always expanding as companies must continually find new ways to engage and interact with their audience.

Degrees Awarded

  • Bachelor of Science, major and minor
  • MBA with a Concentration in Marketing


  • Approximately 70 undergraduate students enrolled in the program.

Cooperative Education & Experiential Education Component

  • Students are required to complete one semester or two summers of Cooperative Education.

Salary Information

Co-op:       $12.56                     $9.15 - $20.60
BS:              $42,015                  $35,000 - $85,000

Student Skills & Capabilities

New Media Marketing graduates receive a Bachelor of Science degree in business administration. The curriculum consists of business core courses, the new media marketing major (marketing courses and new media courses), the general studies, and cooperative education


Association to Advance Collegiate Schools of Business International (AACSB) representing the top 5% of all business schools worldwide. Middle States Association of Colleges and Schools.


Saunders College of Business undergraduate and graduate programs are among ‘The Best 294 Business Schools’ according to The Princeton Review. US News & World Report 2017 Best Business School Rankings places Saunders #91 nationally, and #77 among the Best Undergraduate Business Programs. Poets & Quants ranked Saunders College of Business among the nation's Top 100 U.S. MBA Programs. Bloomberg Businessweek highlights include ‘Best Undergraduate Business Schools by Specialty 2013’ including: #14 Management Information Systems, #21 Entrepreneurship, #26 Marketing, #32 Corporate Strategy, #52 International Business. The Princeton Review  also ranks Saunders #7 among ‘Top 25 Online MBA Programs’.

Equipment & Facilities

Saunders Business Analytics Lab features the latest technology and equipment, including Bloomberg Terminals and the most advanced analytics software. The REDCOM Active Learning Lab provides the business environment that maximizes the utilization of technology for digital interaction and team networking. Computer labs currently have 60 PC’s hooked up to a network server, including wireless connectivity.

Nature of Work

Advertising, marketing, promotions, public relations, and sales managers coordinate their companies’ market research, marketing strategy, sales, advertising, promotion, pricing, product development, and public relations activities. In small firms, the owner or chief executive officer might assume all advertising, promotions, marketing, sales, and public relations responsibilities. In large firms, which may offer numerous products and services nationally or even worldwide, an executive vice president directs overall advertising, marketing, promotions, sales, and public relations policies. (Executive vice presidents are included in the Handbook statement on top executives.) Advertising managers oversee advertising and promotion staffs, which usually are small, except in the largest firms. (Source: U.S. Bureau of Labor Statistics Occupational Outlook Handbook)

Training / Qualifications

A wide range of educational backgrounds is suitable for entry into advertising, marketing, promotions, public relations, and sales managerial jobs, but many employers prefer those with experience in related occupations. For marketing, sales, and promotions management positions, some employers prefer a bachelor’s or master’s degree in business administration with an emphasis on marketing. Courses in business law, management, economics, accounting, finance, mathematics, and statistics are advantageous. (Source: U.S. Bureau of Labor Statistics O.O.H.)

Job Outlook

Advertising, marketing, promotions, public relations, and sales manager jobs are highly coveted and will be sought by other managers or highly experienced professionals, resulting in keen competition. College graduates with related experience, a high level of creativity, and strong communication skills should have the best job opportunities. Employers will particularly seek those who have the computer skills to conduct advertising, marketing, promotions, public relations, and sales activities on the Internet. Employment of advertising, marketing, promotions, public relations, and sales managers is expected to increase by 9 percent 2014-2024—faster than the average for all occupations. Advertising, promotions, and marketing will continue to be essential for organizations as they seek to maintain and expand their share of the market. (Source: U.S. Bureau of Labor Statistics O.O.H ’15-‘16.)

Job Titles

Product analyst, sales representative, marketing research associate, new media marketing manager, business analyst, project editor, advertising sales account executive, product and brand manager, retail buyer.

Significant Points

  • Many marketing majors seek positions in advertising, public relations, sport management, and entertainment. Such positions are often difficult to obtain and require breaking in at the bottom level.
  • The co-op program puts our students at an advantage for this. Many entry-level positions for marketing majors are in sales. After gaining more experience, professionals can move into marketing management positions.

Selected Employer Hiring Partners

Accelerate Media, Ad Council, Butler Till Media, Canon USA, Fieldtex, Intuit, Krative, Partners & Napier, Vanguard, Wegmans, Xerox Corp

Contact Us

We appreciate your interest in your career and we will make every effort to help you succeed. Feel free to contact Lisa Monette, the career services coordinator who works with the New Media Marketing program. You can access information about services through our web site at
Lisa Monette, Career Services Coordinator, This email address is being protected from spambots. You need JavaScript enabled to view it.; 585.475.7413; 585.475.2301
Rochester Institute of Technology . Office of Career Services and Cooperative Education
Bausch & Lomb Center . 57 Lomb Memorial Drive . Rochester NY  14623-5603