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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. 

100
ADVERTISING
This class provides a thorough understanding of what works in advertising and what doesn't.
Featured Course
No
no
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. 

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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Fixed-100px space
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 action-capture camera and drones markets. 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

This course introduces students to the financial accounting cycle and financial reporting for corporations. Students learn how to measure and record accounting data and prepare financial statements. At the end of the course, students choose a company and do an analysis of their financial statements, comparing their company against a competitor company, using financial ratios.

SEE IN COURSE CATALOG >
BA2020 Management & Organizational Behavior

The course introduces students to basic Management/Organizational Behavior concepts and enables them to understand the attitude and behaviors on the individual level and the group level within organizations. Students will be enabled to use Organizational Behavior tools and theories to recognize organizational patterns within a complex social situation. Students will be provided with readings, lectures, and cases that provide a diverse and robust understanding of human interaction in organization.

SEE IN COURSE CATALOG >
BA2040 Marketing In A Global Environment

This introductory marketing course develops students’ understanding of the principles of marketing and their use in international business. Students learn how to collect and analyze data sets to make marketing decisions with the goal of understanding customers wants, demands, and needs; they learn marketing from a strategic and functional point of view. With a focus on problem solving, students work in multicultural teams cultivating a greater sensitivity to cultural issues while improving communication skills. Students will consider marketing in the French, US, and international marketplace.

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.

This course explores the ethical issues that arise from the operation of business in a globalized and inter-connected economy. By applying the tools of theory, ethical analysis and personal reflection to a variety of real-life case studies, students will explore several disciplines of management practice, including marketing, operations, strategy, organizational behaviour, finance and accounting. Topical areas will be explored from multiple perspectives, including human rights, political involvement by business, sweatshop labour, the export of hazardous products, deceptive marketing practices, bribery, whistleblowing, religious/social discrimination, corporate governance, cross-cultural differences, sustainability and environmental issues, corporate social responsibility, and consumer society. The format of the course will be a series of interactive seminars and student participation is required. By the end of the course, students should have developed an organised, personally reflective approach to decision-making that can offer guidance when confronting difficult ethical dilemmas in both business and personal life.

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. Students 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. The course is 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. 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

Consumer behavior lies at the crossroads of marketing, psychology, economics and anthropology. We employ theories developed in these fields to help predict how consumers will respond to various marketing stimuli. We examine the impact of purchase involvement on consumer decision making; the various kinds of decision models used by consumers; and the influence of attitude, culture, demographics, emotions, learning, memory, motivation, personality and perception on our behavior as consumers. Consumer behavior attempts to understand the consumption activities of individuals as opposed to markets.

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. In an attempt to improve students’ awareness and understanding of various aspects of business information systems, we adopt both a theoretical and practical approach. We begin with a brief overview of the necessity to study BIS, highlighting the strategic importance of BIS decisions. We examine various theories, concepts and strategies, with a focus on managerial challenges and best practices. 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 identify the target audience and how to recognize good creative ideas. The course will convey initial notions on how to develop advertising concepts in print, TV, digital and content strategy as well as social media communications. The course 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

Teams of student-managers compete in a complex international business simulation designed to allow them to demonstrate mastery of department-level, major and discipline specific learning objectives. The teams operate a company in the international athletic footwear industry. Using a hands-on experiential approach, teams make strategic management, marketing, human resources, operations, facilities, finance, and corporate social responsibility decisions over ten fiscal years. Students are evaluated on their company’s performance, but also on written individual and group analyses of the simulation and on a final comprehensive exam.

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 action-capture camera and drones markets. 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

This course introduces students to the financial accounting cycle and financial reporting for corporations. Students learn how to measure and record accounting data and prepare financial statements. At the end of the course, students choose a company and do an analysis of their financial statements, comparing their company against a competitor company, using financial ratios.

SEE IN COURSE CATALOG >
BA2020 Management & Organizational Behavior

The course introduces students to basic Management/Organizational Behavior concepts and enables them to understand the attitude and behaviors on the individual level and the group level within organizations. Students will be enabled to use Organizational Behavior tools and theories to recognize organizational patterns within a complex social situation. Students will be provided with readings, lectures, and cases that provide a diverse and robust understanding of human interaction in organization.

SEE IN COURSE CATALOG >
BA2040 Marketing In A Global Environment

This introductory marketing course develops students’ understanding of the principles of marketing and their use in international business. Students learn how to collect and analyze data sets to make marketing decisions with the goal of understanding customers wants, demands, and needs; they learn marketing from a strategic and functional point of view. With a focus on problem solving, students work in multicultural teams cultivating a greater sensitivity to cultural issues while improving communication skills. Students will consider marketing in the French, US, and international marketplace.

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.

This course explores the ethical issues that arise from the operation of business in a globalized and inter-connected economy. By applying the tools of theory, ethical analysis and personal reflection to a variety of real-life case studies, students will explore several disciplines of management practice, including marketing, operations, strategy, organizational behaviour, finance and accounting. Topical areas will be explored from multiple perspectives, including human rights, political involvement by business, sweatshop labour, the export of hazardous products, deceptive marketing practices, bribery, whistleblowing, religious/social discrimination, corporate governance, cross-cultural differences, sustainability and environmental issues, corporate social responsibility, and consumer society. The format of the course will be a series of interactive seminars and student participation is required. By the end of the course, students should have developed an organised, personally reflective approach to decision-making that can offer guidance when confronting difficult ethical dilemmas in both business and personal life.

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. Students 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. The course is 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. 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

Consumer behavior lies at the crossroads of marketing, psychology, economics and anthropology. We employ theories developed in these fields to help predict how consumers will respond to various marketing stimuli. We examine the impact of purchase involvement on consumer decision making; the various kinds of decision models used by consumers; and the influence of attitude, culture, demographics, emotions, learning, memory, motivation, personality and perception on our behavior as consumers. Consumer behavior attempts to understand the consumption activities of individuals as opposed to markets.

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. In an attempt to improve students’ awareness and understanding of various aspects of business information systems, we adopt both a theoretical and practical approach. We begin with a brief overview of the necessity to study BIS, highlighting the strategic importance of BIS decisions. We examine various theories, concepts and strategies, with a focus on managerial challenges and best practices. 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 identify the target audience and how to recognize good creative ideas. The course will convey initial notions on how to develop advertising concepts in print, TV, digital and content strategy as well as social media communications. The course 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

Teams of student-managers compete in a complex international business simulation designed to allow them to demonstrate mastery of department-level, major and discipline specific learning objectives. The teams operate a company in the international athletic footwear industry. Using a hands-on experiential approach, teams make strategic management, marketing, human resources, operations, facilities, finance, and corporate social responsibility decisions over ten fiscal years. Students are evaluated on their company’s performance, but also on written individual and group analyses of the simulation and on a final comprehensive exam.

SEE IN COURSE CATALOG >

One additional course among the BA offering