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Major Overview
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The art and science of marketing provide a fascinating entry into the building of local and global enterprises.  Gain a more profound understanding of the theories and professional practices that are linked to marketing products and services. As you study the fundamentals of business administration—accounting, finance, management—you will better comprehend the relationship between the internal and external environments of an organization, and be ready to respond quickly and effectively to market conditions and trends in customer attitudes and behavior. You will learn how to conduct market research, brand a product, design advertising strategies, and gain a better understanding of consumer behavior and marketing in an international context, while also investigating specific topics within marketing that appeal to your personal and professional interests. 

100
ADVERTISING
This class provides a thorough understanding of what works in advertising and what doesn't.
Featured Course
No
no
Learning Environment
none

In small and diverse classroom settings, you will be provided with the conceptual tools for skill development within marketing and management, while also exploring the ethical responsibilities of marketing and customer contact. You will cultivate, among other invaluable skill sets, a greater understanding of how to study and design market research, acquire the tools for statistical analysis, and learn what works within advertising, all while being taught by professors and surrounded by students who value an interdisciplinary approach that maintains a careful balance between the methodological and practical expertise. 

100
Iceland
Students explore Iceland in the context of place branding and...
Study Trip
Kelsey
AUP has pushed me to contemplate matters on a much, much bigger scale...
Senior Student
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le
Core Curriculum
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The Marketing core courses, which you must take as part of the major requirements, will provide you with the tools you’ll need to ground your present and future studies. Your introduction to the fundamentals of Marketing will help pave the way for your successful completion of other Marketing courses.

BA1020 Introduction To The Business Experience

Teams of student-managers compete in an integrated, international business simulation designed to introduce them to business concepts. Students will manage a company operating in the international digital camera market. Using a hands-on experiential approach, teams make management, marketing, human resources, operations, finance and corporate social responsibility decisions that allow them to meet their firm’s objectives over ten fiscal years. Students are graded on company performance, and on individual and group analysis of the situation at hand.

SEE IN COURSE CATALOG >
MA1020 Applied Statistics I

Introduces the tools of statistical analysis. Combines theory with extensive data collection and computer-assisted laboratory work. Develops an attitude of mind accepting uncertainty and variability as part of problem analysis and decision-making. Topics include: exploratory data analysis and data transformation, hypothesis-testing and the analysis of variance, simple and multiple regression with residual and influence analyses.

SEE IN COURSE CATALOG >
EC2010 Principles Of Microeconomics

Focuses on the role played by relative market prices in our society and on the forces of market supply and demand in determining these prices. Since the actions of consumers and firms underlie supply and demand, the course studies in detail the behavior of these two groups.

SEE IN COURSE CATALOG >
BA2001 Financial Accounting

Introduces the basics of financial accounting and reporting for corporations. Studies how to measure and record accounting data and prepare financial statements. Emphasizes the effects of transactions on the financial condition of a company and explores the technical aspects of the principles underlying published financial statements.

SEE IN COURSE CATALOG >
BA2020 Management & Organizational Behavior

Introduces various aspects of the process by which people work to achieve organizational goals, and the structure and functions of the organization in which they occur. Using lectures, discussions, and case studies, the course focuses on the problems and challenges facing international management in the fields of planning, controlling, and organizing resources, time, and personnel.

SEE IN COURSE CATALOG >
BA2040 Marketing In A Global Environment

Introduces marketing concepts and their use in contemporary management. Considers how individuals and firms process information to make decisions, and how firms determine and meet customer demands and needs. Through lectures, discussions, case studies, and written analyses, the course examines the marketing function from a strategic and functional point of view. Considers marketing in the US and in an international context. This is an introductory level class for students with no previous marketing class.

SEE IN COURSE CATALOG >
BA3010 Corporate Finance

Examines finance as the practical application of economic theory and accounting data in the procurement and employment of capital funds. Applies the principles of strong fiscal planning and control to asset investment, and debt and equity financing decisions. Emphasizes sound leveraging in view of the time value of money, subject to the pernicious effects of taxation and inflation. BA 2002 recommended for simultaneous registration.

SEE IN COURSE CATALOG >
BA3012 Business Ethics & Corporate Soc. Resp.

Provides conceptual tools for the personal and professional development of future business graduates. Explores the responsibilities of managers and those engaged in business from a deontological and consequentialist perspective. Discusses the roles and responsibilities of organizations as corporate citizens. Learning methods include the use of case studies, individual reflective thinking and group discussions.

SEE IN COURSE CATALOG >
BA3040 Market Research

Market Research is essential to any student of Marketing. This course offers a comprehensive, applied approach to understanding and designing market research. The course methodology balances the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques to help students become more familiar with the discipline and be able to understand research methods and design, and to be able implement their own research projects.

SEE IN COURSE CATALOG >
BA4045 International Marketing Seminar

The course introduces advanced marketing concepts and their use in the management-specific theories and applications. We will consider how to combine market research data, financial data, and business strategy to make marketing decisions that best meet customer demands and desires, respond to competitors, and reach financial and strategic objectives. This course will be case-driven, with background given on advanced marketing topics though case studies, supported by lectures, discussions, simulations, and written analyses. The course will also examine the marketing function from a variety of professional and critical perspectives. The course considers marketing within national and multi-national contexts. A key component of the course is to develop a thoughtful and critical understanding of marketing practices and to gain the ability to implement concepts in professional environments. The main method of student evaluation will be the student’s ability to effectively utilize the tools and methods covered though the entire continuum of the Marketing program in a final dissertation project. This course is intended as a capstone course for Marketing majors as their final course in the program sequence. It leverages all of the subject areas studied in the program and it is highly recommended that students complete all of the required courses before enrolling in the class. The course will also prepare students for graduate-level academic and professional work in the field of marketing.

SEE IN COURSE CATALOG >
BA3044 Consumer Behavior

The course examines how and why consumers behave the way that they do, exploring our intuitions about our own behavior and looking at how our personal behaviors relate to other people around us. We will explore theories developed in marketing, psychology, and other behavioral sciences and apply these theories to predict how consumers will respond to different marketing activities.

SEE IN COURSE CATALOG >
BA3500 Business Information Systems

This course introduces students to the important managerial issues in information systems today, such as how to best use information technology to improve efficiency and effectiveness in a firm. Students will also learn how to use software to support business decision-making.

SEE IN COURSE CATALOG >
CM3067 Advertising

The world of advertising has seen dramatic change over the past decades and what used to be mass communication still in the 90s is about to evolve into the "market of one" as described by P&G, a global consumer goods company. The availability of Big Data and man's capacity to use massive amounts of information will soon allow advertisers to target people individually, directly catering to their personal needs and desires. However, in this quickly changing world of communications, the basic workings of advertising & communications have remained the same. While media choices have evolved, understanding and applying the rules and factors that produce effective advertising has not and will not change in the foreseeable future. This class provides a thorough understanding of what works in advertising and what doesn't. Among other things, students will acquire the skills to write a single minded copy strategy and creative brief, how to plan for the right media in offline and online, how to recognise good creative ideas and how to develop advertising concepts in print and TV. The class will look at over 100 ads as illustrations and for analysis purposes and will teach students the elementary principles of how to develop effective advertising by using a teaching method inspired by the Harvard Business School.

SEE IN COURSE CATALOG >
CM4048 Marketing Strategies For Brand Dvlpmt

This is the capstone course for all Marketing and Communication interested Seniors. It puts previous learning experiences from management classes, marketing, research and communications into perspective and analyses the strategic choices that lead to building strong and lasting brands. The course sets a particular focus on brand positioning, brand architecture, Integrated Marketing Communications (IMC) and teaches the academic foundations and tools that are indispensable to develop truly differentiating brand statements, to understand key research techniques and their usage in real life as well as competitive strategy. Numerous brand cases and exercises such as Nespresso, Tag Heuer, Healthy Choice, Toyota, etc. help to illustrate brand strategy and teaches students to apply strategic thinking in building strong and differentiated brands. The course employs the Harvard Business School Case Study method and teamwork throughout.

SEE IN COURSE CATALOG >
BA4050 Business Integration Capstone

This course is designed to ensure that students understood and retained the most salient parts of their undergraduate education. During this course students must pass exams covering the learning objectives of their degree program.

SEE IN COURSE CATALOG >

One additional course among the BA offering

100
cc

Major Overview

The art and science of marketing provide a fascinating entry into the building of local and global enterprises.  Gain a more profound understanding of the theories and professional practices that are linked to marketing products and services. As you study the fundamentals of business administration—accounting, finance, management—you will better comprehend the relationship between the internal and external environments of an organization, and be ready to respond quickly and effectively to market conditions and trends in customer attitudes and behavior. You will learn how to conduct market research, brand a product, design advertising strategies, and gain a better understanding of consumer behavior and marketing in an international context, while also investigating specific topics within marketing that appeal to your personal and professional interests. 

Featured Course

ADVERTISING

This class provides a thorough understanding of what works in advertising and what doesn't.

Learning Environment

In small and diverse classroom settings, you will be provided with the conceptual tools for skill development within marketing and management, while also exploring the ethical responsibilities of marketing and customer contact. You will cultivate, among other invaluable skill sets, a greater understanding of how to study and design market research, acquire the tools for statistical analysis, and learn what works within advertising, all while being taught by professors and surrounded by students who value an interdisciplinary approach that maintains a careful balance between the methodological and practical expertise. 

Iceland

Study Trip

Students explore Iceland in the context of place branding and...

Kelsey

Senior Student

AUP has pushed me to contemplate matters on a much, much bigger scale...

Core Curriculum

The Marketing core courses, which you must take as part of the major requirements, will provide you with the tools you’ll need to ground your present and future studies. Your introduction to the fundamentals of Marketing will help pave the way for your successful completion of other Marketing courses.

BA1020 Introduction To The Business Experience

Teams of student-managers compete in an integrated, international business simulation designed to introduce them to business concepts. Students will manage a company operating in the international digital camera market. Using a hands-on experiential approach, teams make management, marketing, human resources, operations, finance and corporate social responsibility decisions that allow them to meet their firm’s objectives over ten fiscal years. Students are graded on company performance, and on individual and group analysis of the situation at hand.

SEE IN COURSE CATALOG >
MA1020 Applied Statistics I

Introduces the tools of statistical analysis. Combines theory with extensive data collection and computer-assisted laboratory work. Develops an attitude of mind accepting uncertainty and variability as part of problem analysis and decision-making. Topics include: exploratory data analysis and data transformation, hypothesis-testing and the analysis of variance, simple and multiple regression with residual and influence analyses.

SEE IN COURSE CATALOG >
EC2010 Principles Of Microeconomics

Focuses on the role played by relative market prices in our society and on the forces of market supply and demand in determining these prices. Since the actions of consumers and firms underlie supply and demand, the course studies in detail the behavior of these two groups.

SEE IN COURSE CATALOG >
BA2001 Financial Accounting

Introduces the basics of financial accounting and reporting for corporations. Studies how to measure and record accounting data and prepare financial statements. Emphasizes the effects of transactions on the financial condition of a company and explores the technical aspects of the principles underlying published financial statements.

SEE IN COURSE CATALOG >
BA2020 Management & Organizational Behavior

Introduces various aspects of the process by which people work to achieve organizational goals, and the structure and functions of the organization in which they occur. Using lectures, discussions, and case studies, the course focuses on the problems and challenges facing international management in the fields of planning, controlling, and organizing resources, time, and personnel.

SEE IN COURSE CATALOG >
BA2040 Marketing In A Global Environment

Introduces marketing concepts and their use in contemporary management. Considers how individuals and firms process information to make decisions, and how firms determine and meet customer demands and needs. Through lectures, discussions, case studies, and written analyses, the course examines the marketing function from a strategic and functional point of view. Considers marketing in the US and in an international context. This is an introductory level class for students with no previous marketing class.

SEE IN COURSE CATALOG >
BA3010 Corporate Finance

Examines finance as the practical application of economic theory and accounting data in the procurement and employment of capital funds. Applies the principles of strong fiscal planning and control to asset investment, and debt and equity financing decisions. Emphasizes sound leveraging in view of the time value of money, subject to the pernicious effects of taxation and inflation. BA 2002 recommended for simultaneous registration.

SEE IN COURSE CATALOG >
BA3012 Business Ethics & Corporate Soc. Resp.

Provides conceptual tools for the personal and professional development of future business graduates. Explores the responsibilities of managers and those engaged in business from a deontological and consequentialist perspective. Discusses the roles and responsibilities of organizations as corporate citizens. Learning methods include the use of case studies, individual reflective thinking and group discussions.

SEE IN COURSE CATALOG >
BA3040 Market Research

Market Research is essential to any student of Marketing. This course offers a comprehensive, applied approach to understanding and designing market research. The course methodology balances the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques to help students become more familiar with the discipline and be able to understand research methods and design, and to be able implement their own research projects.

SEE IN COURSE CATALOG >
BA4045 International Marketing Seminar

The course introduces advanced marketing concepts and their use in the management-specific theories and applications. We will consider how to combine market research data, financial data, and business strategy to make marketing decisions that best meet customer demands and desires, respond to competitors, and reach financial and strategic objectives. This course will be case-driven, with background given on advanced marketing topics though case studies, supported by lectures, discussions, simulations, and written analyses. The course will also examine the marketing function from a variety of professional and critical perspectives. The course considers marketing within national and multi-national contexts. A key component of the course is to develop a thoughtful and critical understanding of marketing practices and to gain the ability to implement concepts in professional environments. The main method of student evaluation will be the student’s ability to effectively utilize the tools and methods covered though the entire continuum of the Marketing program in a final dissertation project. This course is intended as a capstone course for Marketing majors as their final course in the program sequence. It leverages all of the subject areas studied in the program and it is highly recommended that students complete all of the required courses before enrolling in the class. The course will also prepare students for graduate-level academic and professional work in the field of marketing.

SEE IN COURSE CATALOG >
BA3044 Consumer Behavior

The course examines how and why consumers behave the way that they do, exploring our intuitions about our own behavior and looking at how our personal behaviors relate to other people around us. We will explore theories developed in marketing, psychology, and other behavioral sciences and apply these theories to predict how consumers will respond to different marketing activities.

SEE IN COURSE CATALOG >
BA3500 Business Information Systems

This course introduces students to the important managerial issues in information systems today, such as how to best use information technology to improve efficiency and effectiveness in a firm. Students will also learn how to use software to support business decision-making.

SEE IN COURSE CATALOG >
CM3067 Advertising

The world of advertising has seen dramatic change over the past decades and what used to be mass communication still in the 90s is about to evolve into the "market of one" as described by P&G, a global consumer goods company. The availability of Big Data and man's capacity to use massive amounts of information will soon allow advertisers to target people individually, directly catering to their personal needs and desires. However, in this quickly changing world of communications, the basic workings of advertising & communications have remained the same. While media choices have evolved, understanding and applying the rules and factors that produce effective advertising has not and will not change in the foreseeable future. This class provides a thorough understanding of what works in advertising and what doesn't. Among other things, students will acquire the skills to write a single minded copy strategy and creative brief, how to plan for the right media in offline and online, how to recognise good creative ideas and how to develop advertising concepts in print and TV. The class will look at over 100 ads as illustrations and for analysis purposes and will teach students the elementary principles of how to develop effective advertising by using a teaching method inspired by the Harvard Business School.

SEE IN COURSE CATALOG >
CM4048 Marketing Strategies For Brand Dvlpmt

This is the capstone course for all Marketing and Communication interested Seniors. It puts previous learning experiences from management classes, marketing, research and communications into perspective and analyses the strategic choices that lead to building strong and lasting brands. The course sets a particular focus on brand positioning, brand architecture, Integrated Marketing Communications (IMC) and teaches the academic foundations and tools that are indispensable to develop truly differentiating brand statements, to understand key research techniques and their usage in real life as well as competitive strategy. Numerous brand cases and exercises such as Nespresso, Tag Heuer, Healthy Choice, Toyota, etc. help to illustrate brand strategy and teaches students to apply strategic thinking in building strong and differentiated brands. The course employs the Harvard Business School Case Study method and teamwork throughout.

SEE IN COURSE CATALOG >
BA4050 Business Integration Capstone

This course is designed to ensure that students understood and retained the most salient parts of their undergraduate education. During this course students must pass exams covering the learning objectives of their degree program.

SEE IN COURSE CATALOG >

One additional course among the BA offering