BBA in Marketing Communications

Program Overview

This program offers a comprehensive "360-degree look" at integrated marketing communications, with a specialized focus on both traditional and emerging marketing channels. It aims to equip students with the skills to generate creative solutions to marketing problems by utilizing a full "promotional toolbox" that includes advertising, public relations, sales promotion, and personal selling. The curriculum covers market and consumer research, strategic positioning, creative development and execution, brand management, new product development, and media planning across various platforms including traditional, digital, mobile, and social media. Students learn in an environment that values hands-on experience and engagement with industry professionals.

IACBE Accredited: The Larry L. Luing School of Business at Berkeley College, which houses the BBA in Marketing Communications program, holds specialized accreditation through the International Accreditation Council for Business Education (IACBE). This accreditation signifies that the program meets rigorous professional standards for business education, affirming the college's commitment to excellence and quality in its business offerings. This specialized accreditation is a valuable credential for graduates, validating the relevance and rigor of their business education in the global professional landscape.

Curriculum: The curriculum is project-based and developed with input from advisory boards of industry experts, ensuring its relevance to today's marketplace. Key courses delve into topics such as Principles of Marketing, Fundamentals of Marketing Research, Consumer Behavior, Branding, Digital and Social Media Strategy, Advertising Management, and Professional Selling and Sales Management. Students also gain a strong foundation in core business principles through courses like Financial Accounting, Business Law, and Computer Applications. The program emphasizes the development of excellent oral and written communication skills and proficiency in technology used in various aspects of marketing. A Strategic Marketing Capstone course provides a culminating experience, allowing students to apply their theoretical knowledge to real-world marketing challenges.

Research Focus: While the BBA in Marketing Communications is highly practical and application-oriented, it inherently incorporates a strong applied research focus. Students are trained in market and consumer research techniques to understand trends, analyze consumer behavior, and identify target markets. They learn to conduct in-depth reviews of the marketing research function, focusing on both secondary and primary data collection methods. This emphasis on data-driven insights and strategic positioning necessitates a continuous process of investigation and analysis, preparing graduates to make informed marketing decisions based on thorough understanding of market dynamics and consumer psychology.

Industry Engagement: Berkeley College places a strong emphasis on industry engagement to provide students with invaluable real-world experience and networking opportunities. The Marketing Communications program benefits significantly from accomplished instructors who possess professional marketing experience, bringing current industry practices and insights into the classroom. Students have unique opportunities to participate in hands-on learning, potentially including direct engagement with events like NYC Fashion Week, tours of industry facilities, and participation in student chapters of industry associations. Many Berkeley College programs, including this one, integrate internships or job-related assignments, which are crucial for gaining practical experience and making vital connections within advertising agencies, marketing departments, and public relations firms.

Global Perspective: The BBA in Marketing Communications program inherently incorporates a global perspective by acknowledging the "competitive global marketplace." The curriculum trains students to consider how to capture attention and build desire among consumers across diverse geographic regions and cultural contexts. While specific international marketing courses may be part of a broader business core, the program's focus on understanding consumer behavior, strategic positioning, and media planning implicitly addresses the need to adapt marketing messages and strategies for international audiences. This prepares graduates to work in global organizations or with international brands, where understanding cross-cultural communication and market dynamics is paramount.