New York City Schools with Marketing Degrees
Students seeking a marketing degree in the New York City (NYC) area have a wide range of school options, many of which are located right within the city. This article looks at three schools, all within 10 minutes of downtown, and the undergraduate and graduate programs they offer. Following this information is a table of statistics about each school, such as size, tuition, acceptance rate and graduation rate. At the end of the article is a listing of a few other area schools that offer marketing degrees.
- New York University (NYU), which is about a mile from downtown, offers a bachelor's degree in business with a concentration in marketing. It also features a marketing Master of Business Administration (MBA) program that includes concentration tracks as specific as digital marketing and luxury marketing.
- About two miles from downtown NYC sits Baruch College, a school of the City University of New York (CUNY) system. It offers bachelor's, master's and doctoral degree programs in marketing, including an MBA. Undergraduates can minor in marketing.
- Less than a mile from the city center is Pace University, which offers bachelor's degree programs with concentrations in advertising and global marketing, as well as a minor in marketing. There is also an MBA program in marketing management and a master's program in social media and mobile marketing.
Comparison of Schools
Individuals who are planning on studying business need to consider many factors when choosing a school. The following table presents important information in a format that allows for easy comparison.
|New York University||Baruch College||Pace University - New York City|
|School Type||Four-year; private, not-for-profit||Four-year; public||Four-year; private, not-for-profit|
|Total Enrollment (2014)||49,274*||18,090*||12,857*|
|Campus Setting||Large city||Large city||Large city|
|Undergraduate Tuition & Fees (2015-2016)||$47,750*||$6,810 in-state; $13,920 out-of-state*||$41,333*|
|% of First-Year Students Receiving Any Form of Financial Aid (2013-2014)||60%*||68%*||97%*|
|Acceptance Rate (2014)||35%*||28%*||85%*|
|Full-time Student Retention Rate (2014)||92%*||90%*||76%*|
|Undergraduate Graduation Rate (students began in 2011)||83%*||66%*||55%*|
Source: *National Center for Education Statistics.
New York University
The marketing department at NYU offers studies that span from the bachelor's to the doctoral degree levels. The department retains upward of 25 full-time faculty members, with additional combined clinical, visiting, and adjunct faculty members numbering more than 20.
Bachelor of Science in Business - Marketing
Undergraduate students in NYU's business program must complete required core courses covering statistics, microeconomics, and financial accounting. Business majors also choose a minimum number of courses from among topics like information technology, operations management, and marketing. Students pursuing the marketing specialization complete mandatory classes on marketing research and consumer behavior, as well as courses that cover media planning, entertainment finance, sports marketing, strategic digital marketing, and brand strategy. Marketing elective options provide instruction in competitive analysis, decision models, and the economic implications of search technology.
Master of Business Administration in General Management - Marketing, Digital Marketing, or Luxury Marketing
The NYU MBA program includes mandatory foundational courses on financial reporting and data analysis, plus five additional courses chosen from among topics like strategy, operations management, and the global economy. Most of these course requirements take place during the first year of the program, with the second year primarily dedicated to electives. MBA students may specialize in marketing, digital marketing, or luxury marketing.
In the marketing concentration, courses are available in advertising management, competitive marketplace strategy, and data-driven decision making. Digital marketing students receive instruction in areas like data mining and mobile application development, while the program in luxury marketing focuses on entrepreneurial selling, retail management, and innovation. Many marketing courses overlap and may fulfill requirements in any of these concentrations. Students may choose to specialize in up to three concentration areas. NYU also offers an Executive MBA program. Keep in mind that the specializations available may vary from year to year.
PhD in Marketing
Students in NYU's PhD program in marketing must undergo prerequisite study in social science, accounting, calculus, and macroeconomics, along with other topics. The curriculum incorporates coursework in such subjects as microeconomics theory, marketing behavioral applications, probability theory, and regression analysis. Students also partake in marketing seminars and complete a comprehensive research project during the summer following their first year. PhD candidates begin preparing for their dissertation during their second year, and the fourth and final years of the program are devoted solely to teaching experience and dissertation work.
Baruch College, a CUNY school, employs 27 full-time and about 40 part-time marketing faculty members.
Bachelor of Business Administration in Marketing Management
The Bachelor of Business Administration (BBA) in Marketing Management encompasses five emphasis tracks: marketing, international marketing, digital marketing, business-to-business marketing, and advertising and marketing communication. For all concentrations, students complete business courses in finance, accounting, and management, as well as marketing courses that cover research and strategy. The marketing emphasis includes coursework in subjects like consumer behavior and international business, while the international marketing track offers instruction in international trade operations and intercultural communication. Required study in the digital marketing concentration covers Internet marketing and web analytics, and business-to-business marketing students can take courses in marketing channels, operations management, and branding. The advertising and marketing communication specialization covers advertising communications, media planning, and advertising campaigns.
Business Minor in Marketing
Before declaring a minor in any area of business, students must undergo an introductory business course. To complete the minor in marketing, students choose three courses, which could include marketing channels, Internet marketing, and international business.
Master of Business Administration in Marketing
Baruch College's MBA program requires such core business courses as accounting, financial decision-making, international business, and applied statistical analysis. Students undertaking the marketing emphasis complete further mandatory and elective courses in direct marketing, advertising copy, marketing research, and international trade operations. MBA students may utilize their elective options to take more than the required minimum number of marketing courses or pursue coursework in other business areas.
Master of Science in Marketing
The Master of Science (MS) program in marketing features a focused curriculum requiring coursework in marketing research, consumer behavior, marketing management, and marketing strategy. In addition, students need to complete a minimum number of elective credits that cover subjects like comparative marketing systems, Internet marketing, foreign markets, and small business entrepreneurship. MS students may customize their plan of study to focus on e-commerce, marketing research, or international marketing.
PhD in Marketing
The PhD program in marketing includes coursework in microeconomics, statistics, and research methods. Students also study marketing theory and history, as well as topics like business-to-business marketing methods and cultural factors in consumer behavior. The final two years of the program are devoted to dissertation development.
Pace University - New York City
Pace University's marketing department is comprised of almost 20 faculty members and offers programs that specialize in both domestic and international marketing.
Bachelor of Business Administration in Marketing - Advertising and Integrated Marketing Communications
This marketing BBA program in advertising and integrated marketing communications includes core business courses in business law and statistics, as well as general education classes in disciplines such as math and economics. Other required courses cover marketing research, advertising fundamentals, and media planning. Students also get to select a minimum number of courses from areas like international marketing, communications strategy, and consumer behavior. Starting their junior year, students in this program may also partake in a team advertising course, in which the entire student group acts an advertising agency and receives practical instruction in advertising planning, research, and creativity.
Bachelor of Business Administration in Marketing - Global Marketing Management
The global marketing management curriculum requires core courses in business, general education, and marketing. Students undergo instruction in managerial marketing and sales management, and they may choose courses in international advertising, field study in international marketing, and fundamentals of promotion. Elective courses are available in direct marketing, Internet marketing, and customer relationship management.
Students can acquire a minor in marketing by taking four marketing electives and a course in fundamental marketing. Elective options include Internet marketing, international promotion, or management in marketing.
Master of Business Administration in Marketing Management
MBA candidates undertake core courses that involve topics like business operations management, globalization and ethics, and organizational leadership. Marketing management students also complete coursework in strategic marketing and survey methodology, in addition to a minimum required number of business courses outside their area of specialization. Students may choose from electives in entrepreneurial marketing, customer relations management, product development, international marketing, and customer intelligence.
Master of Science in Social Media and Mobile Marketing
This MS in Social Media and Mobile Marketing program provides instruction on survey methodology, mobile technology foundations, and social media marketing strategies. Students may take electives in organizational buying behavior and customer intelligence, as well as interactive and electronic marketing. The curriculum also includes a mandatory independent research project that culminates in a written presentation.
Other School Options
Besides the schools listed above, there are multiple higher education institutions in the NYC region that confer degrees in marketing. Only looking at schools within the city limits, students can find marketing programs at St. Joseph's College, Yeshiva University, St. John's University, and Wagner College, which are all four-year schools. As far as two-year colleges are concerned, two additional schools of the CUNY system, Bronx Community College and the New York City College of Technology, offer associate degree programs in marketing.