Program Overview
The Bachelor's degree in Marketing provides students with a solid understanding of the business activities that fall under the marketing umbrella - from the identification and selection of target markets, to the development, pricing, placement and promotion of goods and services, and the management of relationships among business partners and their customers. In particular, RIT’s Marketing program will enable you to become a Digital Marketing professional. After learning the basics in Marketing Principles, the program continues with Digital Marketing, an overview course, which introduces students to the field of internet marketing. This is followed by Marketing Analytics, a highly specific course on managing and interpreting data, vital for the Marketing professional and a course on Consumer Behavior that assures the necessary understanding of the customer. The final required course, Marketing Strategy includes a simulation and abundant case analyses that prepare students to apply their theoretical knowledge to real-world situations. The two Marketing electives allow students to either deepen their digital skills with Search Engine Marketing and Social Media Marketing or to follow the traditional Marketing path with courses in Advertising and Promotion or Professional Selling. Together with RIT’s emphasis on great writing, (RIT’s writing professors are excellent) and our famous internships (we call them CO-OPS), these courses will turn you into a solid Marketing professional that can both develop a strategic plan and execute the details. 

Mission Statement
The mission of the marketing department is to prepare students to drive profitable revenues with contextually-appropriate decisions regarding targeting, positioning, pricing, product, promotion and place.

Business and Management Program Goals
These are the program goals and associated program outcomes for the Business Core which are common to all business and management students:

1.    Analytical and Critical Skills: Analyze and evaluate major business issues to make and communicate effective decisions. Upon graduation, students will be able to:

• Analyze a business problem using one or more theory-based frameworks.
• Interpret data using quantitative methods.
• Communicate a solution to a business problem and the reasoning behind it.
• For a substantive ethical business issue, propose a sustainable course of action that considers the interest of primary stakeholders.

2.    Applied Focus: Learn course concepts and theories through application and practice. Students will be able to:

• Apply course concepts effectively in a real organizational setting.
• Successfully complete hands-on business-related projects.
• Work effectively with others and in teams.
• Demonstrate how global cultures and institutions impact businesses.

3.    Creative Problem Solving: Generate a creative solution to a business problem or opportunity through the application of design thinking. Students will be able to:

• Demonstrate a process for generating a creative solution.
• Demonstrate the use of design thinking to arrive at a creative solution.
• Evaluate alternative solutions.

4.    Technology: Apply business technology and explain its implications. Students will be able to:

• Explain the impact of technology on business operations.
• Apply business technology to solve a problem.
• Develop a strategy that includes technological innovation.

Program-Specific Goals
The following goals are unique to Marketing:

5.    Understanding the consumer buying process.

• Describe the consumer buying process

6.    Demonstrate an understanding of the process of segmenting markets, choosing a target market, and describing it using demographic and psychographic variables.

• Describe the process of segmenting target markets
• Choose a Target Market
• Describe a target market using demographic and psychographic variables

7.    Understanding of marketing research, key marketing metrics and their use in marketing strategy.

• Describe marketing research, key marketing metrics, and their use in marketing strategy

8.    Ability to develop a comprehensive marketing plan.

• Develop a comprehensive marketing plan

9.    Demonstrate advertising and promotion skills.

• Design a detailed advertising campaign
• Exhibit a wide range of marketing skills

Program Learning Outcomes

• Describe the consumer buying process
• Describe the process of segmenting target markets
• Choose a target Market
• Describe a target market using demographic and psychographic variables
• Describe marketing research, key marketing metrics, and their use in marketing strategy
• Develop a comprehensive marketing plan
• Design a detailed advertising campaign
• Exhibit a wide range of marketing skills needed to achieve these goals.

A career in marketing can take you in many different directions, from sales and advertising to market research and brand management. However, in Dubai, the most common and attractive option for marketing professionals is Internet marketing and its related components, including social media marketing, content marketing and search engine marketing. Not only is there a strong demand for qualified candidates in such professions, but those with a well-developed strategic vision can expect highly rewarding career paths in these fields. The Marketing major also supports students that aim to explore traditional careers, including professional selling, advertising, brand management and marketing research, both in Dubai and internationally.

Typical Course Sequence