The Marketing minor at Ithaca College includes many of the same courses as the Marketing concentration but without the associated full Business core. The minor is open to all students except those from the School of Business. Note that specific courses required as prerequisites for the Marketing courses are included in the minor. Courses can include:
Principles of Marketing is the gateway course to marketing. This first experience with marketing includes topics such as strategic planning; marketing research, consumer behavior; segmentation, targeting, and positioning, and the marketing mix of product, distribution, pricing, and integrated marketing communications.
Consumer Behavior employs concepts from economics, psychology and sociology to help us understand how consumers make purchase decisions. More specifically, if we know the consumer decision-making process and what factors affect that process (e.g. motivation, influencers, atmosphere and mood), we can sometimes impact how it comes out.
International Marketing deals with the global business environment facing almost all modern enterprises. By examining the economic, demographic, social/cultural, and political differences between countries, we can more confidently make informed decisions on how the marketing mix must be adapted to these individual environments
Marketing Analytics focuses on both traditional research topics and the new capabilities provided by big data. Modern marketing is data-driven, and this course illustrates how leading marketers collect and analyze information in order to make better decisions. Hands-on experience and certification in specific tools, including those connected to the Neeson Digital Marketing & Analytics Lab, are featured.
Digital Marketing includes the major tools used to interact with customers and potential customers electronically. These include websites and their design, search engine optimization, Google Adwords, and social media. Hands-on experience and certification in specific tools are included.