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New Media Marketing at a glance

Saunders College offers a comprehensive undergraduate degree program in new media marketing.

Technology is evolving, as are the ways in which it is used, making the way we reach consumers an ever-evolving challenge. The new media marketing program at Saunders emphasizes this evolution and forges the adaptabiliy and new ideas that are needed for businesses to grow their markets. This interdisciplinary major covers marketing, imaging, graphic arts, information systems and management, providing an overall assessment of the current and future state of the graphic communication industry.

An Undergraduate Courses & Electives Academic Worksheet is available to track required credits and classes for all business majors within Saunders.

Curriculum

New media marketing, BS degree, typical course sequence

Course Sem. Cr. Hrs.
First Year
MGMT-101
Business 1: Ideas and Business Planning
This is the first of a two-course sequence comprising the freshman integrated experience. In Business 1 students will be introduced to the key functional areas of business, the evaluation of new business opportunities, and the business plan process. By applying the creative process, students will conceive new business ideas that will be developed In Business 2.
3
MGIS-101
Computer-based Analysis
This course provides students with hands-on experience with the analytical software tools and techniques that are used in today's businesses. Emphasis will be placed on the application of spreadsheet models for supporting management decision-making. A variety of spreadsheet-based cases in market research, financial analysis, accounting applications and other business domains will be utilized to show how to effectively analyze and solve business problems using the spreadsheet tool.
1
ECON-101
LAS Perspective 3 (global): Principles of Microeconomics
Microeconomics studies the workings of individual markets. That is, it examines the interaction of the demanders of goods and services with the suppliers of those goods and services. It explores how the behavior of consumers (demanders), the behavior of producers (suppliers), and the level of market competition influence market outcomes.
3
ACCT-210
Management Accounting
Introduction to the use of accounting information by managers within a business. Explores the value of accounting information for the planning and controlling of operations, assessing the cost of a product/service, evaluating the performance of managers, and strategic decision making.
3
STAT-145
LAS Perspective 7A (mathematical): Introduction to Statistics I
This course will study the statistical methods of presenting and analyzing data. Topics covered include descriptive statistics and displays, random sampling, the normal distribution, confidence intervals, and hypothesis testing. The statistical software MINITAB is used to reinforce these principles and to introduce the use of technology in statistical analysis. This is a general introductory statistics course and is intended for a broad range of programs. Note: This course may not be taken for credit if credit is to be earned in STAT-205.
3
STAT-146
LAS Perspective 7B (mathematical): Introduction to Statistics II
This course is an elementary introduction to the topics of regression and analysis of variance. The statistical software package Minitab will be used to reinforce these techniques. The focus of this course is on business applications. This is a general introductory statistics course and is intended for a broad range of programs.
4
MGMT-102
Business 2: Business Planning and Professional Development
3
ECON-201
Principles of Macroeconomics
Macroeconomics studies aggregate economic behavior. The course begins by presenting the production possibilities model. This is followed by a discussion of basic macroeconomic concepts including inflation, unemployment, and economic growth and fluctuations. The next topic is national income accounting, which is the measurement of macroeconomic variables. The latter part of the course focuses on the development of one or more macroeconomic models, a discussion of the role of money in the macroeconomy, the aggregate supply-aggregate demand framework, and other topics the individual instructor may choose.
3
ACCT-110
Financial Accounting
An introduction to the way in which corporations report their financial performance to interested stakeholders such as investors and creditors. Coverage of the accounting cycle, generally accepted accounting principles, and analytical tools help students become informed users of financial statements.
3
MGIS-130
Information Systems and Technology
To be successful in our globally-networked business environment, contemporary management professionals must have a strong grounding in the principles of information and information technology. This course provides an introduction to the field of management information systems (MIS), including the tools and techniques for managing information and information technologies within organizations. We place a particular emphasis on the nature of systems, the role of information in business processes, the management of data, and the planning of MIS design projects.
3
ACSC-010
Year One
The Year One class serves as an interdisciplinary catalyst for first-year students to access campus resources, services and opportunities that promote self-knowledge, personal success, leadership development, social responsibility and life academic skills awareness and application. Year One is also designed to challenge and encourage first-year students to get to know one another, build relationships and help them become an integral part of the campus community.
0
First Year Writing
3
Wellness Education*
0
Second Year
MGMT-035
Careers in Business
This course consists of a series of workshops designed to introduce business students to the skills needed to be successful in job and coop searches and applications to graduate schools. Students will establish their career goals, create material (e.g., resume, cover letter), and acquire skills needed to achieve these goals.
0
COMM-253
Communication
An introduction to communication contexts and processes emphasizing both conceptual and practical dimensions. Participants engage in public speaking, small group problem solving and leadership, and writing exercises while acquiring theoretical background appropriate to understanding these skills.
3
MKTG-230
Principles of Marketing
An introduction to the field of marketing, stressing its role in the organization and society. Emphasis is on determining customer needs and wants and how the marketer can satisfy those needs through the controllable marketing variables of product, price, promotion and distribution.
3
FINC-220
Financial Management
Basic course in financial management. Covers business organization, time value of money, valuation of securities, capital budgeting decision rules, risk-return relation, Capital Asset Pricing Model, financial ratios, global finance and working capital management.
3
MGMT-215
Organizational Behavior
As an introductory course in managing and leading organizations, this course provides an overview of human behavior in organizations at the individual, group, and organizational level with an emphasis on enhancing organizational effectiveness. Topics include: individual differences, work teams, motivation, communication, leadership, conflict resolution, organizational culture, and organizational change.
3
INTB-225
Global Business Environment
Being an informed global citizen requires an understanding of the global business environment. Organizations critical to the development of the global business environment include for-profit businesses, non-profits, governmental, non-governmental, and supranational agencies. This course introduces students to the interdependent relationships between organizations and the global business environment. A holistic approach is used to examine the diverse economic, political, legal, cultural, and financial systems that influence both organizations and the global business environment.
3
MATH-161
Applied Calculus
This course is an introduction to the study of differential and integral calculus, including the study of functions and graphs, limits, continuity, the derivative, derivative formulas, applications of derivatives, the definite integral, the fundamental theorem of calculus, basic techniques of integral approximation, exponential and logarithmic functions, basic techniques of integration, an introduction to differential equations, and geometric series. Applications in business, management sciences, and life sciences will be included with an emphasis on manipulative skills.
4
New Media Marketing Elective
3
LAS Perspective 2 (artistic)
3
LAS Perspective 4 (social)
3
LAS Immersion 1
3
Third Year
MGMT-340
LAS Perspective 1 (ethical): Business Ethics and Corporate Social Responsibility
This course applies concepts of ethics to business at the macro level and at the micro level. At the macro level the course examines competing business ideologies exploring the ethical concerns of capitalism as well as the role of business in society. At the micro level the course examines the role of the manager in establishing an ethical climate with an emphasis on the development of ethical leadership in business organizations. The following topics are typically discussed: the stakeholder theory of the firm, corporate governance, marketing and advertising ethics, the rights and responsibilities of employees, product safety, ethical reasoning, business's responsibility to the environment, moving from a culture of compliance to a culture of integrity, and ethical leadership.
3
MKTG-320
Internet Marketing
Internet marketing is critical to an organization's overall strategy. This course focuses on tactics and strategies that enable marketers to fully leverage the Internet. Topics include the overall Internet marketing landscape, technologies, customer segmenting and targeting, search, analytics and emerging Internet-marketing platforms.
3
DECS-310
Operations Management
A survey of operations and supply chain management that relates to both service- and goods- producing organizations. Topics include operations and supply chain strategies; ethical behavior; forecasting; product and service design, including innovation and sustainability; capacity and inventory management; lean operations; managing projects; quality assurance; global supply chains; and the impacts of technology.
3
MKTG-365
Marketing Analytics
3
Cooperative Education
Co-op
Institute Electives
6
LAS Immersion 2, 3
6
LAS Perspective 5 (natural science inquiry)
3
LAS Perspective 6 (scientific inquiry)
3
Fourth Year
MKTG-410
Search Engine Marketing and Analytics
An examination of search engine marketing strategies to maximize site traffic, lower customer acquisition costs and boost conversion rates. Marketing frameworks provide the basis for the hands-on examination of search engine marketing and web analytics.
3
MGMT-560
Strategic Management
A capstone course drawing upon major business functions, accounting, finance, marketing, operations management, and organizational theory, as well as the key concepts of innovation. The course provides an integrated perspective of business organizations toward the achievement of enhanced profitability and a sustainable competitive advantage. Topics include the analysis of business environments, industry attractiveness, competitive dynamics, and innovation management. Students learn how to formulate and implement effective business-level, corporate-level, global, and innovation strategies.
3
MKTG-430
Social Media Marketing
3
New Media Marketing Elective
3
Institute Electives
6
LAS Electives
12
Total Semester Credit Hours
123

Please see General Education Curriculum–Liberal Arts and Sciences (LAS) for more information.

(WI) Refers to a writing intensive course within the major.

* Please see Wellness Education Requirement for more information. Students completing bachelor's degrees are required to complete two different Wellness courses.

New media marketing electives 

MKTG-310
Marketing Research
A study of research methods used to understand the changing needs of customers in order to guide the decision-making of marketing managers. Emphasizes the data-driven elements of marketing by integrating key marketing metrics with marketing research. Topics include problem formulation, sources of marketing data, research design, data collection, selection and calculation of metrics and statistical analysis.
MKTG-350
Consumer Behavior
A study of the determinants of buying behaviors. Emphasis is on identifying target markets and customer needs, internal and external influences on lifestyle and understanding the buying decision process.
MKTG-370
Advertising and Promotional Management
An in-depth view of tools of promotion management: advertising, sales promotion, public relations, personal selling, direct marketing and Internet marketing as well as new and alternative media. Basic concepts of how to use print, broadcast, Internet and out-of-home media are studied. Planning, budgeting, creative strategy and the roles of advertising agencies are also covered.
MGIS-360
Building a Web Business
This course gives students both a conceptual and hands-on understanding of the launching of web businesses. Students will study the full process of web business creation, including domain name registration, frameworks for application creation, hosting of web applications and search engine optimization. Students will apply their knowledge by designing and building a business website that can actually make money.
MGMT-360
Digital Entrepreneurship
Digital Entrepreneurship brings together state-of-the-art knowledge in digital business practices with basic instruction in entrepreneurship and business planning. This highly interactive, applied experience will allow students to develop business ideas, discover RIT resources that support new ventures, network with and learn from industry experts, and complete a professional plan to communicate and advance a digital business venture. Student work for this course will involve research and analysis of electronic marketplaces and, ultimately, the design and development of competitive digital startups.
ISTE-105
Web Foundations
A hands-on introduction to Internet and web foundations for non-computing majors. Includes HTML (Hypertext Markup Language) and CSS (Cascading Stylesheets), web page design fundamentals, basic digital image manipulation, and web site implementation and maintenance. Students will design and build their own web sites using the latest technologies and deploy them to the web for world-wide access.
ISTE-305
Rapid Online Presence
Although large-scale web sites still require considerable development effort, there are today several options for establishing a web presence using tools designed for non-programmers. This course gives students understanding of and experience with installing and customizing web sites using tools such as Blogs, Wikis, Content Management Systems, and Web Site Toolkits.
MAAT-101
Cross Media Foundations
This course introduces students to the graphic media industries by studying the history, culture, technology, markets and workers. The course provides an orientation to the production concepts, working environments, hardware and software tools, languages, working standards and cultures of the industry.
MAAT-106
Typography and Page Design
The course provides an introduction to the theoretical and practical foundations of typography and page design. Students will study the history, aesthetics, and technology of typography. Projects will include design and production methods, using current software tools and fonts for typography in print and screen display. Students will apply their acquired knowledge to make informed decisions in the practice of typography.
MAAT-107
Imaging
This course addresses the skills and competencies necessary to create, manage and edit digital images. This course introduces students to digital hardware, software, and terminology and addresses the process from acquisition, to manipulation and output of raster images.

Our faculty are highly accessible and committed to the personal success of each student. You are viewing a directory of only New Media Marketing professors. You may also view a complete faculty and staff directory.