Programs in Marketing

M.S. IN INTEGRATED MARKETING

Integrated marketing is the business process used to plan, develop, execute, and analyze marketing that strategically combines communications (advertising, direct, and digital) across multiple channels. Articles in Advertising Age, The Wall Street Journal, and Business Week underscore the need for marketers with the skills to develop and manage integrated marketing.

Each course in the M.S. in Integrated Marketing program focuses on direct, digital, and brand marketing, giving students comprehensive preparation for a career in integrated marketing. Graduate students gain the knowledge to be successful in a field in which companies are looking for employees who are able to manage 360-degree integrated communications. From the best practices of direct marketing to Web analytics, strategic planning, financial analysis, and brand management, the master’s curriculum provides students with the skills to develop and manage both today’s—and tomorrow’s—marketing initiatives. Companies seek our graduates because they possess this important combination of direct, digital, and brand marketing skills.

• M.S. in Integrated Marketing Curriculum

Students learn everything they need to know to succeed in a marketplace where customers have access to information 24/7, worldwide on the Web, including:

• How to manage brands across multiple channels with strategically consistent branding
• How to use the best practices of direct marketing—such as financial analysis and response metrics—for circulation, subscription, clubs, and catalogs
• How to apply best practices online—through searches, e-mail, blogging, video, e-commerce, and social networking
• How to apply best practices to multichannel marketing that combines retail, e-tail, mail, mobile, print, broadcast, and/or video
• How to plan and analyze marketing costs, response data, Return on Investment (ROI), and customer Life Time Value
  

The M.S. in Integrated Marketing program combines lectures, case-study analysis, and hands-on projects. Students frequently work in groups, building their teamwork skills as well as powerful networks. Our New York City location is ideal: marketers from leading companies come to guest lecture and provide students with project assignments that address current marketing challenges.

Here are some recent examples of projects that graduate students have worked on:

The final project for students in the Fall 2007 Creative course was an assignment by senior management at 1-800-FLOWERS.

• First, students were briefed by the company on current business challenges.
• Then they were assigned to develop new multi-channel creative campaigns for the Flowers division.
• They presented their creative briefs and campaigns to the company’s vice president of Brand Communications.

The SAP company asked M.S. in Integrated Marketing students to participate in strategic planning sessions in Fall 2007.

• Working as a team, students applied their learning from the Competitive Strategy course to develop and present their recommendations.
• Their use of strategic methodologies earned them the distinction of best team.

The Google Online Marketing Challenge, a global student competition, is part of the curriculum for the Spring 2008 Web Mining class.

• The class is competing against students from universities in 61 countries.
• Each student team receives $200 of free online advertising with Google AdWords to use in their development of an online marketing campaign for a local business.
• In this real-world project, each team must outline strategy, implement and manage its campaign, analyze results, and provide the business with recommendations for next steps in online marketing.
• The prize is a trip to Google headquarters in Mountain View, California and a meeting with the Google team that created AdWords.
• Competing in the Google Online Marketing Challenge gives our students a way to show their strength to Google and to apply what they have learned in the M.S. in Integrated Marketing program. We already have one alumnus at Google, in the London-based strategy team for EMEA (Europe, the Middle East, and Asia).