Download marketing: digital marketing and advertising

MARKETING: DIGITAL MARKETING
AND ADVERTISING
FALL 2011
The following information is taken from the
fall 2011 NYU-SCPS bulletin. Please note
that changes are made to course schedules and locations, and new offerings are
added on a continuing basis. Visit our
website for the most up-to-date program
information: scps.nyu.edu
HOW TO REGISTER
Register now for the best course selection and availability. You may register during the semester
according to the schedules and procedures in the Registration section of this Bulletin. Courses begin
throughout the term.
FALL TERM
CALENDAR
WEB: scps.nyu.edu
TELEPHONE: (212) 998-7150
Fall Classes Begin
24 HOURS A DAY
Now through Sept. 2:
Monday–Thursday, 9 a.m.–6 p.m., Friday 9 a.m.–5 p.m.*
Extended hours, Sept. 6–30:
Monday­–Thursday, 9 a.m.–7 p.m.;
Friday, 9 a.m.–5 p.m.
PAYMENT: Visa, MasterCard, Discover,
American Express
IN PERSON
7 East 12th Street, 1st Floor
Now through Sept. 2:
Monday–Thursday, 9 a.m.–6 p.m.;
Friday, 9 a.m.–5 p.m.*
Extended hours, Sept. 6–30:
Monday­–Thursday, 9. a.m.–7 p.m.;
Friday, 9. a.m.–5 p.m.
PAYMENT: Visa, MasterCard, Discover,
American Express, check, or money order
payable to New York University.
PAYMENT: Visa, MasterCard, Discover,
American Express
MAIL
Mail registrations are accepted throughout the
semester and must be postmarked at least two
weeks before the course start date. Use the postagepaid registration form at the back of this Bulletin.
PAYMENT: Visa, MasterCard, Discover,
American Express
FOR MORE INFORMATION
Wednesday, September 21
Rosh Hashanah
Wednesday–Thursday, September 28–29
All classes cancelled at Norman Thomas
Center and Manhattan Village Academy only.
Columbus Day
Monday, October 10
All classes cancelled.
Thanksgiving Recess
Thursday–Sunday, November 24–27
All classes cancelled.
NEED TO CHECK CLASS
LOCATIONS OR TIMES?
You can view course details, including class
locations, room numbers, dates, and times
through ALBERT, the NYU student information
services website, or by calling the number
below. Instructions for accessing ALBERT
are sent to students upon registration.
HAVE A QUESTION? WE CAN HELP.
Call: (212) 998-7200
If you need more information about noncredit courses or certificates, we are available
to answer your questions in person, by phone, or by e-mail.
NEED TO DROP A COURSE?
TELEPHONE: (212) 998-7200
Monday–Thursday, 9 a.m.–7 p.m.;
Friday until 5 p.m.*
E-MAIL: [email protected]
INFORMATION SESSIONS
Our information sessions offer an opportunity
to meet program staff, discuss your interests,
and ask questions. See page viii for a schedule.
*Telephone and in-person registration may be suspended or altered due to holiday observance.
Smart Phone users
can scan this QR
code to link to the
NYU-SCPS website.
ON THE COVER: MILTON GLASER
Milton Glaser is among the most celebrated graphic designers in the United States. As a Fulbright scholar,
he studied with the painter Giorgio Morandi in Bologna, Italy. He has had the distinction of presenting solo
exhibitions at the Museum of Modern Art and the Georges Pompidou Center in Paris and was selected in
2004 to receive the Cooper Hewitt National Design Museum’s lifetime achievement award. In 2010, Glaser
became the first graphic designer to receive the National Medal of Arts. He opened Milton Glaser, Inc. in 1974
and continues to produce a prolific amount of work in many fields of design. WEB SCPS.NYU.EDU | E-MAIL [email protected]
You may drop a course by mail or in person
(7 East 12th Street, 1st Floor, New York, NY
10003); online anytime at scps.nyu.edu/drop;
and up until one day before the course start
date via ALBERT, the NYU student information
services website; or by fax (212-995-3060).
If you wish to withdraw from a course after
the first class has met, please consult our
refund policy in the Registration section of
this Bulletin.
Jane Wiater LaPorte, director of publications
Sharon Fass, associate director of publications
Cindy Nowicki, production editor
Alfonse Antonaglia, production manager
Clement Wu, graphic designer
Jim O’Brien, writer
Cover Art: Milton Glaser
Cover Design: FP Design NY, Inc.
New York University Bulletin (USPS 383-620),
Vol. CXI, No. 3, March 15, 2011
Published four times per year (January, March, July, November)
by New York University, 244 Greene Street, 2nd Floor,
New York, NY 10003-6651.
Periodicals postage paid at NY, NY and at additional entry offices.
POSTMASTER: Send address changes to New York University Bulletin,
244 Greene Street, 2nd Floor, NY, NY 10003-6651.
SCPS.NYU.EDU/MARKETING
MARKETING: DIGITAL
MARKETING AND
ADVERTISING
INFORMATION SESSION
Marketing and Digital
Media Marketing
The NYU-SCPS marketing program delivers innovative strategies that
give students a competitive advantage in today’s media-saturated,
Monday, 6–8 p.m., August 29
NYU Midtown Center
11 West 42nd Street, 4th Floor
Information sessions include discussions about
industry news and career opportunities, presentations
on curricula, and a chance to ask questions of faculty
members and staff. No RSVP is required, but please be
punctual. For more information, call (212) 998-7200.
technology-driven world. Whether you are in marketing management, research, advertising, or sales, you need strategic, resultsdriven skills that enhance the bottom line. NYU-SCPS offers one of
the country’s most comprehensive, university-based professional
training programs, taught by practitioners who are leaders in the
field. With flexible scheduling, earn one of our marketing certificates
in one semester, adding an impressive credential to your résumé.
Day, evening, weekend, and online courses are available.
MARKETING
MANAGEMENT
Learn marketing strategies that help you
make smarter decisions. Our marketing management courses are designed for mid- to
senior-level managers with more than five
years of experience.
Our offerings in Marketing and Advertising include:
•M
ore than 75 noncredit courses annually, covering everything from
marketing fundamentals and best practices to highly specialized,
advanced topics.
•C
ertificate programs: Marketing Management (page 2), SAS Data
Mining for Marketers (page 8), Digital Media Marketing—now offered online (page 11), and Marketing with your choice of six concentrations (page 12).
• Master of Science in Integrated Marketing provides the strategic,
management, and analytic skills needed to lead in an increasingly
digital, multichannel, and competitive global marketplace.
For more information, e-mail [email protected], visit
scps.nyu.edu/marketing, or call (212) 998-7200.
CONTENTS
Marketing Management
1
Marketing Fundamentals
2
Marketing Writing
3
Marketing Research
4
Marketing Strategy and Branding
4
Advertising5
Entertainment and Events Marketing
5
Integrated Marketing Communications
6
Marketing Specialties
6
Data Mining
7
Digital Media Marketing
8
1
WEB: SCPS.NYU.EDU
E-MAIL: [email protected]
Strategic Planning for Marketers
MKMG1-CE9941/$805
M Sec. 1: Fri. Sat. 9 a.m.–5 p.m., Sept. 23–24
(2 sessions). Johanna Skilling, executive vice
president/director of strategy, Euro RSCG Life 4D.
M Sec. 2: Fri. Sat. 9 a.m.–5 p.m., Nov. 18–19
(2 sessions). Johanna Skilling
Today’s marketers must think strategically
and consider consumer insights, digital
versus traditional media, and social media
while determining how and when sales,
PR, metrics, and analytics fit into building
the business. Learn how agency strategic
planners assess brands, develop customer
insights, and create marketing strategies,
including a simple framework to develop
meaningful business-building strategies
for your brand, program, or yourself. Using
real-world case studies, examine the consequences of both good and bad strategies
and simulate the experience of selling
strategies to key decision makers. This
course is designed for new and experienced
strategic planners, account executives, and
marketing professionals who want to develop their strategic skills.
Mastering Innovation Through New
Product and Service Development
MKMG1-CE9252/$830
M Sec. 1: Sat. 9 a.m.–5 p.m., Oct. 1–Nov. 5
(4 sessions). No class Oct. 8 and 29.
David Goldsmith, president, MetaMatrix
Consulting Group, Inc.
New products and services are a key growth
strategy in any economy. Discover a scientific approach for developing products and
services on a consistent and ongoing basis.
Topics include developing marketable ideas
for internal and external use; researching opportunities and markets; and testing, launching, and managing the process. Whether
you are a marketing, human resources, or
engineering professional at a small firm or
a Fortune 500 company, build the next
mega-competitive advantage and go from
follower to industry leader. This course
benefits marketing executives and managers looking to rapidly advance their careers.
Corporate Branding Best Practices
MKMG1-CE9219/$805
M Sec. 1: Fri. Sat. 9 a.m.–5 p.m., Nov. 4–5
(2 sessions). Johanna Skilling, executive vice
president/director of strategy, Euro RSCG Life 4D.
In today’s saturated consumer market,
brand loyalty is an elusive commodity.
Learn to redefine best practices for branding and how to implement and strengthen
brand strategy. Analyze case studies of companies ranging from American Express to
Harley-Davidson. Evaluate brand strategies and metrics and learn to develop a
comprehensive brand analysis. Discover
how branding helps companies build customer relationships and grow revenue.
Sustainable Development
Marketing and Management
MKMG1-CE9148/$815
S Sec. 1: Tues. 6.30–8.30 p.m., Sept. 27–
Nov. 22 (8 sessions). No class Oct. 11.
Dakota A. Pippins, founder, Urban Think Tank,
Vigilante Advertising.
Green, or environmental, marketing is
being replaced by sustainable development
(SD) marketing—sometimes called the
3Ps (people, planet, and profit). In order to
thrive in the 21st century, organizations
must move to embrace SD. Today’s successful marketers need the skills to apply
these principles to strategic marketing and
branding. This course covers the principles
of sustainable development, how globalization and urbanization is pushing us toward
SD, the implications for strategic marketing and branding, the 10 commandments
of SD marketing, and today’s landscape—
the leaders and the laggards. Includes guest
lecturers and case studies.
Customer Acquisition,
Retention, and Win-Back Strategies
MKMG1-CE9277/$805
M Sec. 1: Fri. Sat. 9 a.m.–5 p.m., Nov. 11–12
(2 sessions).
Focus on managing your greatest asset—
your clientele—by learning to develop
strategies that lead to customer retention
and reactivation. Discussions address analyzing and targeting customers; customer
life-cycle marketing; segmentation and
differentiated treatment; quantifying the
value of the customer; analyzing reasons
for defection; and developing multiple
strategic solutions that foster customer
acquisition, retention, and reactivation.
SCPS.NYU.EDU/MARKETING
Competitive Intelligence: Breakthrough
Strategies for Competitive Advantage
MKMG1-CE9224/$795
Be a Powerful Presence: Skills for
Female Marketing and PR Executives
MKMG1-CE9636/$460
S Sec. 1: Tues. 6.30–9.30 p.m., Dec. 6–20
(3 sessions).
M Sec. 1: Sat. 10 a.m.–6 p.m., Oct. 1.
Raleigh Mayer, principal and owner, Raleigh
Mayer Consulting; senior fellow, Logos Institute
for Crisis Management and Executive Leadership.
In unpredictable times, intelligent companies do more than weather economic, domestic, and global market changes; they
forecast the future. Competitive marketing
intelligence (CMI) is an unsung, yet indispensable corporate asset for developing
new marketing approaches. This course
uses practical examples to illustrate the
core competencies that spur sustainable organizational success and growth. Learn to
think like a CMI professional, monitoring
and predicting your competitor’s next
move, conducting SWOT analyses, and
determining the requirements for establishing and successfully maintaining a
vibrant CMI function.
Enterprise Thinking: How to Do
Business Better, Faster, and Cheaper
MKMG1-CE8211/$830
W Sec. 1: Sun. 9 a.m.–5 p.m., Oct. 2–Nov. 6
(4 sessions). No class Oct. 9 and 30.
David Goldsmith, president, MetaMatrix
Consulting Group, Inc.
Want to complete projects on target, save
time and money, create windfall profits,
and innovate at the leading edge? Put enterprise thinking into action. An integrated, hands-on set of skills to envision
and deliver results, enterprise thinking
combines four core building blocks and
16 proven skills to build a stronger, more
powerful future for your organization.
Learn to see the big picture and make
business-altering decisions to generate predictable and reliable results. This course is
designed for those who want to propel
their career to the next level or lead their
business to greatness.
Marketing Magic: Leveraging
the Power of the Assumption
MKMG1-CE9109/$795
Some experts assert that women tend
to speak, act, and build relationships in a
manner that often lacks focus and strategy.
The antidote is in both verbal and nonverbal communication management and becoming more comfortable, effective, and
competitive in communicating with men.
Examine why gender communication
styles exist and how to identify genderspecific characteristics; recognize specific
gender tendencies in language, content, delivery, and marketing and public relations
presentations; and understand how to borrow from opposite-sex behaviors using a
best-practice approach.
MARKETING
FUNDAMENTALS
Gain powerful insights to launch your marketing career, market your product, or enhance your existing skills.
Marketing Principles and Practices
MKFD1-CE9247/$815
V Sec. 1: Tues. 6.30–9 p.m., Sept. 27–
Nov. 22 (8 sessions). No class Oct. 11.
Myron Gould, managing associate,
Center for Responsive Marketing.
S Sec. 2: Tues. 6.30–8.30 p.m., Sept. 27–
Dec. 6 (10 sessions). No class Oct. 11.
Arthur Kluger, executive vice president,
Marketing Decisions.
M Sec. 3: Thurs. 4–6 p.m., Sept. 22–
Dec. 8 (10 sessions). No class Sept. 29.
C. Belinda Levychin, managing director–
marketing and communications, KBL LLP;
former account director, UniWorld Group.
S Sec. 1: Mon. 6.30–9 p.m., Nov. 21–Dec. 19
(5 sessions). Andrew Cohen, chief executive
officer and founder, Exposed Brick; adjunct
professor, Duke University, Fuqua School
of Business.
M Sec. 4: Sat. 9 a.m.–1 p.m., Sept. 24–
Oct. 29 (5 sessions). No class Oct. 8 and 15.
Janet H. Merrill, consultant; former marketing
executive–consumer health care division,
Pfizer, Inc.
Learn the secret that energizes your brand,
sales, and profits. It is the Power of the
Assumption. Discover how to leverage this
power in order to think differently about
connecting with customers, building your
brand, and marketing your product. This
hands-on interactive class uses magic as
metaphor to challenge your assumptions,
unleash your creative thinking, and generate innovative marketing solutions. Each
class incorporates a magic illusion illustrating a significant business concept supported
by case histories from category players, such
as Procter & Gamble, Apple, M&Ms, and
Exxon-Mobil.
S Sec. 5: Mon. 6.30–9 p.m., Sept. 26–
Nov. 21 (8 sessions).
Study the fundamental marketing concepts
at work in today’s business environment.
Explore the most relevant areas of consumer
marketing, including situation analysis, the
development of marketing objectives and
strategies, the marketing mix, research, target marketing and segmentation, product
development, and forecasting and budgeting. Discuss marketing language, retailing,
wholesaling, promotion, and advertising
functions; examine their interplay and timing; and learn how they propel a business.
Consider the role of the consumer, changing lifestyles, current developments in the
global market, and laws that affect marketing. This course features case studies and
guest speakers. Recommended for students
without prior experience or marketing training.
CERTIFICATE IN MARKETING MANAGEMENT
This advanced certificate, which can be taken intensively in one semester (fall and
spring only), focuses on the management issues facing senior marketing managers.
Students develop and enhance their strategic marketing skills for effective management and delivery of management programs. The topics covered are usually found in
a graduate program or an advanced professional training program delivered through
business school.
Upon completion of the program, students have mastered the ability to:
• Analyze a competitor’s marketing environment for business growth.
• Conceptualize, execute, and analyze the results of a marketing program.
• Develop marketing strategies.
• Develop strategic and analytical skills to solve marketing problems.
• Manage marketing projects, teams, agencies, and clients.
• Plan strategic products, pricing, distribution, and promotion of goods and services.
• View the marketing function as part of the overall business strategy.
• Write more effective marketing plans that are on strategy with expected outcomes
for better results.
This certificate is awarded to students who complete three required courses,
two core courses, and one elective course.
REQUIRED COURSES
Complete these two courses:
Enterprise Thinking: How to Do
Business Better, Faster, and Cheaper/
MKMG1-CE8211 (this page)
Strategic Planning for Marketers/
MKMG1-CE9941 (page 1)
And one of these courses:
Competitive Intelligence: Breakthrough
Strategies for Competitive Advantage/
MKMG1-CE9224 (this page)
Crushing the Competition: Using
Strategic Marketing Management
for Competitive Advantage/
MKSB1-CE9240 (page 4)
Strategic Marketing Research:
Driving Strategies and Campaigns/
MRSH1-CE9280 (page 4)
The Manager’s Guide to Smart Market
Research/MRSH1-CE9144 (2012)
CORE COURSES (Choose two)
Developing Competitive Pricing
Strategies/MKMG1-CE8212 (2012)
Sustainable Development
Marketing and Management/
MKMG1-CE9148 (page 1)
Corporate Branding Best Practices/
MKMG1-CE9219 (page 1)
Marketing Metrics: Maximizing Your
Company’s Return on Investment
(ROI)/MKMG1-CE9222 (2012)
Mastering Innovation Through New
Product and Service Development/
MKMG1-CE9252 (page 1)
Customer Acquisition, Retention,
and Win-Back Strategies/
MKMG1-CE9277 (page 1)
Building the Brand Experience/
MKSB1-CE8975 (page 5)
Positioning and Brand Development/
MKSB1-CE9255 (page 5)
Issues in Advising Management/
PRAV1-CE9001 (2012)
Ethics, Crisis Communication Strategy,
Execution, and Evaluation/
PRAV1-CE9070
Corporate Social Responsibility/
PRAV1-CE9697 (2012)
ELECTIVES (Choose one)
Marketing Magic: Leveraging
the Power of the Assumption/
MKMG1-CE9109 (this page)
Strategies for Delivering Effective
Marketing or PR Presentations/
MKFD1-CE9597 (page 3)
From Blogs to Buzz—
How to Use New Media and
Influenced-Based Marketing/
DMMK1-CE8223 (page 9)
Making a Profitable Deal: Selling and
Negotiating Your Way to Success/
MKFD1-CE8232 (page 3)
Marketing, Digital, or Public
Relations Internship Program/
MKFD1-CE9220 (page 3)
Be a Powerful Presence: Skills for
Female Marketing and PR Executives/
MKMG1-CE9636 (this page)
The Politics of Digital Advertising/
DMMK1-CE9943 (page 8)
Note: This certificate has been revised.
Students who began this certificate prior
to fall 2011 have four years to complete the
certificate according to the requirements in
the NYU-SCPS Bulletin from the semester
in which they began the program.
See page 13 for certificate requirements and benefits.
MMeets at NYU Midtown Center, 11 W. 42nd St.
SMeets in the Washington Square, Cooper Square,
Union Square vicinity.
W Meets at the Woolworth Building, 15 Barclay St.
VOnline course.
TO REGISTER: (212) 998-7150 OR SCPS.NYU.EDU
FOR MORE INFORMATION: (212) 998-7200
2
NEW
SCPS.NYU.EDU/MARKETING
Using Storytelling to Strengthen
Your Marketing Message
MKFD1-CE9947/$795
MARKETING
WRITING
S Sec. 1: Thurs. 6.30–9.30 p.m., Nov. 3–Dec. 5
(6 sessions). Alan Siege, founder, Small
Business Management Consulting.
Students must have basic writing skills and
a good command of English.
The art of storytelling can help you deepen
brand impression, connect with customers,
improve customer service, inspire employees, impress investors and partners, and
bolster your business. Whether you are an
entrepreneur or a corporate CEO, learn
how to effectively tell a structured and engaging story about your business in order
to gain greater buy-in. Analyze what makes
a good story and how businesses use stories
to achieve their goals. By sharing stories
with classmates, crafting compelling testimonials, articulating your company’s objectives,
and receiving group feedback, students develop a plan and toolkit for creating their
own persuasive and inspiring stories.
Marketing Communications Writing
MKWG1-CE9152/$815
Making a Profitable Deal: Selling and
Negotiating Your Way to Success
MKFD1-CE8232/$830
W Sec. 1: Sat. Sun. 9 a.m.–5 p.m., Dec. 10–18
(4 sessions). Susan Onaitis, president, Global
Learning Link; author, Negotiate Like the Big Guys.
Business deals are getting increasingly
complex, requiring professionals to be
savvy negotiators. As clients analyze every
detail, especially in a challenging economy,
it is up to marketers to be strategic about
finding projects and negotiating terms.
Learn how to prepare for sale, negotiation,
and persuasive conversations with customers; bargain in such a way that you win the
business without losing profits and fees;
prepare for and uncover information to
gain more power at the negotiation table;
and work on creative for a win-win outcome. Students practice with real-life
situations that they bring to class.
S Sec. 1: Wed. 4–6 p.m., Sept. 21–Dec. 7
(10 sessions). No class Sept. 28 and Nov. 23.
Sheilisa Yvette McNeal, consultant and writer,
Noelle Elaine Media, Inc.
N Sec. 2: Mon. 6.30–8.30 p.m., Sept. 26–
Dec. 5 (10 sessions). Donald L. Heymann,
Donald L. Heymann and Co.
Guerrilla Marketing
MKFD1-CE8203/$805
M Sec. 1: Wed. 4–6 p.m., Oct. 5–Dec. 7
(8 sessions). No class Oct. 19 and Nov. 23.
Virna Brooks, former vice president–marketing
and chief branding officer, North Shore LIJ
Health Systems of New York.
Your marketing arsenal is not complete
until you’ve studied guerrilla marketing.
Explore its many aspects and learn how, in
conjunction with other marketing techniques, you can use it to energize a product
or service. Topics include guerrilla promotions; guerrilla tools and strategies; guerrilla
PR and advertising; and existing brands and
technology. Case studies of small companies
and dynamic startups, hands-on practical
exercises, and lectures, as well as timely
readings add up to a comprehensive understanding of guerrilla marketing techniques.
Strategies for Delivering Effective
Marketing or PR Presentations
MKFD1-CE9597/$805
Managing the Creative Mind:
In Search of the Big Idea
MKFD1-CE9427/$805
W Sec. 1: Wed. 6.30–8.30 p.m., Sept. 21–
Nov. 30 (8 sessions). No class Sept. 28,
Oct. 19, and Nov. 23. Timothy Kane, executive
vice president–branding and interactive communications, Makovsky and Company.
At the heart of every truly integrated marketing communications program is the Big
Idea: the creative expression of a strategic
insight that can be instantly recognized
and infinitely repeated across all disciplines
and media platforms. Examine the tactics
behind a number of award-winning big
ideas and learn techniques for developing
and presenting your own. The goal is to
help everyone—writers and art directors,
designers and developers, account executives and media strategists—become bigger
creative thinkers, and ultimately lead the
process in their own organizations.
M Sec. 1: Sat. 9 a.m.–12 p.m., Sept. 24–Oct. 29
(5 sessions). Batt Johnson, executive communications consultant and speech coach; author,
Powerful Principles for Presenters.
M Sec. 2: Sat. 9 a.m.–12 p.m., Nov. 12–
Dec. 17 (5 sessions). Batt Johnson
To be a successful marketer or public relations professional, it is essential to present
ideas clearly and persuasively. Learn how to
pitch an account, ask for a raise, or sell your
idea to a room full of people. Improve your
platform presence, overcome nervousness,
connect with your audience, organize your
material, pace your presentation, and field
difficult questions. Topics include body language, speech patterns, canned versus impromptu communication styles, the art of
answering questions, and visual aids. Benefit
from before-and-after presentation videotaping with constructive feedback and improve your presentation skills.
Marketing, Digital, or
Public Relations Internship Program
MKFD1-CE9220/$815
Sec. 1: Schedule individually arranged.
Workshop sessions, Fri. 4–6 p.m., Sept. 23–
Dec. 23. Renee Harris, academic director,
NYU-SCPS noncredit marketing and public
relations programs and leadership and
human capital management programs;
and Janet H. Merrill, former marketing
executive–consumer health care, Pfizer, Inc.
Meet industry insiders, get hands-on experience, and improve your marketability
with an internship in marketing, advertising, research, entertainment and events
marketing, data mining, interactive marketing, digital media marketing, investor
relations, or public relations. Students receive assistance in obtaining qualified internships in organizations suited to their
interests and goals. They may also find an
internship opportunity on their own with
the approval of the instructor. An internship requires that students complete a
minimum of 200 hours on-site over a 10week period. Concurrently, students must
also complete a project (under faculty
guidance) that benefits the organization.
Students must have completed at least one
NYU-SCPS marketing or public relations
course with a grade of B or better. Send résumé
to [email protected]. Applications
will be reviewed within 10 business days.H
MMeets at NYU Midtown Center, 11 W. 42nd St.
N Meets at Norman Thomas Center, 111 E. 33rd St.
SMeets in the Washington Square, Cooper Square,
Union Square vicinity.
W Meets at the Woolworth Building, 15 Barclay St.
VOnline course.
H Consult an advisor before registering.
3
WEB: SCPS.NYU.EDU
E-MAIL: [email protected]
Effective marketing communications writing demands more than a working knowledge of language, grammar, and paragraph
construction; it requires clear marketing
objectives, knowledge of the target audiences, and key messages. This course demonstrates how to apply these techniques
and offers a method of writing a range of
materials commonly assigned to marketing
communications professionals—from ads,
brochures, and press releases to e-mail
newsletters and Web content. Through
weekly class exercises and writing assignments, develop a complete communications package for a product or service of
your choice.
Internet Copywriting
DMMK1-CE9035/$815
V Sec. 1: Tues. 6.30–9.05 p.m., Oct. 4–
Nov. 8 (6 sessions). Lisa Charlebois, associate
creative director, Ogilvy & Mather.
S Sec. 2: Tues. 6.30–9.05 p.m., Nov. 15–
Dec. 20 (6 sessions). Lisa Charlebois
Learn to write website copy that gets results,
including higher search positions, more
click-throughs, and completed transactions.
Turn a simple strategy into a powerful
concept, and translate print and broadcast
strategies for the digital realm. Determine
which medium is best suited to the message and learn to develop a writing strategy
for multiple Internet marketing channels.
Maximize search results by integrating key
phrase choices; develop website copy, including headlines, articles, and online press
releases; and write winning e-mail copy,
pop-up ads, FAQs, informational pages,
online newsletters, and more.
SCPS.NYU.EDU/MARKETING
Data Analytics,
Interpretation, and Reporting
MRSH1-CE9283/$815
N Sec. 1: Sat., Sun. 9 a.m.–5.30 p.m.,
Oct. 22–30 (4 sessions). Susan Onaitis,
president, Global Learning Link; author,
Negotiate Like the Big Guys.
M Sec. 1: Wed. 4–6 p.m., Sept. 21–Dec. 7
(10 sessions). No class Sept. 28 and Nov. 23.
Perry Drake, vice president and general
manager, Drake Direct.
No significant order, contract, or new account is secured without a winning proposal. Solid strategic thinking, writing, and
a well-crafted presentation must be combined for a complete, convincing package.
Learn to develop persuasive, coherent proposals that clearly define and state objectives;
outline strategies, tactics, and benefits; and
demonstrate why your idea is right for the
project goals.
MARKETING
RESEARCH
Translate market research data into decisionmaking information for managers. This
course examines how to use product design, promotion, and pricing to create an
analysis plan that links research data to
marketing questions. Learn how to tabulate results, prepare charts and tables, summarize findings, and write and present
reports. Topics include summary statistics,
cross-tabs, significance tests, and correlations; specifying objectives; using standard
software to present data in easy-to-digest
formats; extracting conclusions from raw
data; making recommendations; and reviewing alternative audiovisual presentations.
Discover how to use research to make
sound marketing decisions and metrics to
justify your actions.
How to Use Futuring for
Marketing and Business Planning
MRSH1-CE9946/$460
Marketing Research
MRSH1-CE9140/$815
M Sec. 1: Sat. 9 a.m.–6 p.m., Oct. 29.
Judy Galloway, managing partner,
G-Group Marketing LLC.
S Sec. 1: Mon. 6.30–9 p.m., Sept. 26–
Nov. 21 (8 sessions). Betsy Leichliter,
president–market research and idea
development, Leichliter Associates.
Turn research findings into business solutions. Whether you are already a market
researcher or want to conduct your own
research studies, this introductory course
helps you deliver successful results. Learn
how to recruit respondents, field focus
groups, conduct surveys (online and offline), moderate groups, facilitate group
exercises, and design questionnaires. Delve
into sampling theory, data analysis, and interpretation; and discuss how to present
findings effectively. Develop business cases,
gather secondary data, and design both
qualitative (focus groups) and quantitative
(surveys) research. This class is an excellent
introduction to more specialized e-marketing research courses.
Analyzing Consumer Behavior
MRSH1-CE9241/$815
W Sec. 1: Wed. 6.30–8.30 p.m., Oct. 5–Dec. 14
(10 sessions). No class Nov. 23. Richard Miller,
vice president/director–market research and
client insights, Bank of New York Mellon.
To succeed in today’s competitive environment, a good marketer must learn to think
like a consumer. This practical course is
designed to help managers think like consumers and use what they know about
consumer markets to make better marketing decisions. Discover how cultural, social,
personal, economic, and psychological factors influence buyer behavior. Understand
how consumers are motivated to make
decisions based on beliefs, perceptions,
attitudes, and organizational dynamics and
learn how to analyze and predict consumer
response in today’s traditional and online
marketplace.
Learn how businesses, organizations, and
individuals can use futuring techniques to
produce stated outcomes for long-term results. This course prepares marketers for a
more productive future, regardless of internal and external business factors. Using
primary and secondary research methodologies, examine classical futuring techniques, including scenario planning, trend
and product forecasting, crisis preparedness, and transformation and hyper-change
sensitivity. Develop critical thinking, listening, and observational skills. Increase
your ability to enhance planning today to
better anticipate obstacles and opportunities in the future.
Strategic Marketing Research:
Driving Strategies and Campaigns
MRSH1-CE9280/$815
W Sec. 1: Thurs. 6.30–8.30 p.m., Sept. 22–
Dec. 8 (10 sessions). No class Sept. 29.
Richard Miller, vice president/director–
market research and client insights,
Bank of New York Mellon.
While marketers strive to develop strategies
that resonate with customers, product managers are concerned with product launches,
packaging, and placement. Marketing researchers must design and deliver the appropriate tools to meet the needs of both.
Learn methodologies for the use of data
integration, infusion, and collection; database marketing; concept tests; segmentation analysis; perceptual mapping; formats
for pretests and post tests; and Web activity analysis. Discuss how to organize content, plan a program, and make informed
decisions that lead to stronger marketing
strategies and campaigns.
Brand Management Marketing
MKSB1-CE9028/$815
MARKETING
STRATEGY AND
BRANDING
N Sec. 1: Mon. 6.30–9 p.m., Sept. 26–
Nov. 28 (8 sessions). No class Oct. 24.
Robert O’Connell, marketing director and
partner, Source One Food and Beverage,
Red Hot Racing Products.
Move into a management position by
developing breakthrough strategies and
marketing programs that positively impact
your organization’s bottom line.
Merge real-world experience with the latest marketing theories in this course, which
considers offline and online strategies for
managing and marketing consumer goods
and services. Review consumer, internal,
and sales force integration; retail trade dynamics; guerrilla marketing techniques; and
marketing supplier relationships. Identify
relevant strategies in all aspects of brand
management—from product development,
advertising, pricing, promotion, and distribution in the old economy to today’s hybrid
online retail opportunities. Examine brand
equity, competitive market review, target
audience, market research, and profit-andloss statements. Students must have a basic
background in business or marketing.
Strategic Marketing Management
MKSB1-CE9235/$830
V Sec. 1: Mon. 6.30–9.30 p.m., Oct. 3–
Nov. 28 (8 sessions). Wendy Stahl, vice president–corporate development, Creditcards.com.
N Sec. 2: Wed. 6.30–9.30 p.m., Sept. 21–
Nov. 16 (8 sessions). No class Sept. 28.
Virna Brooks, vice president–marketing and
chief branding officer, North Shore LIJ Health
Systems of New York.
M Sec. 3: Sat. 2–6 p.m., Nov. 5–Dec. 17
(6 sessions). Jonathan Jackson,
marketing consultant.
Winning marketing strategies are built on
creativity, planning, and effective implementation. Following an analysis of how
marketing strategy evolves out of a larger
corporate strategic plan, this advanced
course identifies factors that determine
future growth and achieve competitive
advantage, including industry/competitor
analysis; global and domestic marketing
opportunities; and strategic product pricing, promotion, and distribution decisions.
Other topics include market segmentation
using demographics and psychographics,
product positioning, and understanding
how the marketing mix evolves over a
product’s life cycle. Prerequisite: Marketing
Principles and Practices/MKFD1-CE9247
or at least two years of prior marketing
experience.
Crushing the Competition: Using
Strategic Marketing Management
for Competitive Advantage
MKSB1-CE9240/$805
N Sec. 1: Wed. 6.30–8.30 p.m., Sept. 21–
Nov. 30 (8 sessions). No class Sept. 28, Oct. 19,
and Nov. 23. Steve Yanovsky, partner,
Customer Focused Solutions.
What aspects of marketing influence competitive advantage and help increase sustainable winning strategies? Examine strategy
development and competition in depth and
learn how a company’s position exists within
that framework. Consider the fact that there
are three major competitors in most business
categories and discuss the competitive advantages and disadvantages that this offers.
Explore the strategies employed by these
major players and the specialists or niche
companies that thrive in each industry.
Analyze business school cases in hands-on
classroom exercises and discuss topical
competitive marketing issues. Prerequisite:
Strategic Marketing Management/MKSB1CE9235 or equivalent experience.
TO REGISTER: (212) 998-7150 OR SCPS.NYU.EDU
NEW
Proposals That Win: Conception,
Writing, and Execution
MKWG1-CE9652/$830
Marketing Consumer Packaged Goods
MKFD1-CE9948/$815
M Sec. 1: Wed. 4–6 p.m., Oct. 5–Dec. 14
(10 sessions). No class Sept. 28 and Nov. 23.
Elizabeth Weinmann, president, Weinmann
and Associates LLC.
Examine contemporary marketing and
media trends, issues, practices, and policies
of the $2 trillion consumer package goods
(CPG) industry, which includes the makers of food and beverage, health and
beauty, household, and other products.
Gain a comprehensive understanding of
CPG marketing dynamics and practices;
trends in CPG product development; and
how market leaders sustain a competitive
advantage in this highly concentrated, but
increasingly fragmented, industry. Analyze
the strategic, financial, operational, and
marketing drivers of leading CPG firms.
This course is ideal for professionals working in sales, marketing, finance, or operations within CPG companies and those
seeking to explore career opportunities
in CPG marketing.
Shopper Marketing and
Brand Loyalty Strategies
MKSB1-CE9944/$815
S Sec. 1: Tues. Wed. Thurs. 9 a.m.–5 p.m.,
Oct. 25–27 (3 sessions). Christopher Brace,
owner, The Shopper Intelligence Agency.
Learn to maximize the benefits of shopper
marketing. Topics include the importance
of shopper marketing in today’s marketplace; the role it plays in the overall marketing plan and how to integrate it into the
annual planning process; defining shopper
marketing, and how to differentiate it for
each organization; shopper insights and
how to identify a good insight; retailer
collaboration, or how to align needs with
those of the retailer; defining the correct
measures of success; and the required skill
set for brand managers, manufacturers, and
retailers.
FOR MORE INFORMATION: (212) 998-7200
4
SCPS.NYU.EDU/MARKETING
Building the Brand Experience
MKSB1-CE8975/$805
M Sec. 1: Sat. 10 a.m.–5 p.m., Sept. 24–Oct. 1
(2 sessions). Jim Joseph, president and partner,
Lippe-Taylor, Inc.; author, The Experience Effect.
Consumers respond not just to the product, but to the overall buying experience,
which includes advertising, sales approach,
the website, and interactions with company
personnel. When these elements form a
seamless experience, the customer has a
feeling of satisfaction that builds brand
loyalty. Through group discussion, explore
marketplace examples of this phenomenon.
Study a step-by-step method of building
a compelling brand experience as part of
an annual marketing planning process, including defining a brand, understanding
consumers and competitors, creating
experiences through engagement, mapping
touch points, and evaluating results. Acquire
a fresh view of marketing products to
consumers.
Positioning and Brand Development
MKSB1-CE9255/$815
S Sec. 1: Tues. 6.30–8.30 p.m., Sept. 27–
Dec. 6 (10 sessions). No class Oct. 11.
Jay Gronlund, president, The Pathfinder
Group, Inc.
M Sec. 2: Sat. 9 a.m.–1 p.m., Nov. 5–Dec. 10
(5 sessions). Stewart Krentzman, president and
chief executive officer, Oki Data Americas, Inc.
NEW
Competition drives performance at every
corporate level. Whether for a small retail
outlet, a service firm, or a dominant multinational corporation, strategic positioning
and brand development are critical to commercial success. Understand how markets
evolve and how well your product or service satisfies end-user demands. Dig deep
into a brand’s architecture to understand
the components of a brand and what
brings it to life. Develop a plan that differentiates your product from the competition and fosters brand loyalty with your
consumer base. Master the skills required
to devise and implement strategies that
build strong brands.
Creating and Marketing
Licensed Brand Products
MKFD1-CE9949/$815
S Sec. 1: Mon. 6.30–9 p.m., Sept. 26–Nov. 21
(8 sessions). Laura Lamando, director–project
management, Medallion Retail.
Understand the important role licensing
programs play in marketing strategy and
learn how to create licensed products with
your brand, event, logo, or trademark.
Develop a licensing plan from product
conception and explore how to successfully
market a product at retail while staying
within the brand’s overall marketing goals.
Topics include licensees and licensors,
finding the right manufacturers, negotiating a licensing deal, product development
and design, selling licensed products to retailers, and marketing to consumers. By the
end of the course, students prepare and
present a vision document and a retailmarketing plan.
The Marketing Plan:
Its Essential Role in Marketing
MKSB1-CE9143/$815
V Sec. 1: Tues. 6.30–9.10 p.m., Sept. 27–
Nov. 22 (8 sessions). No class Oct. 11 and Nov. 1.
Tariq Khan, founder and chief executive officer,
Global Diversity Marketing, Inc.
M Sec. 2: Wed. 6.30–9.10 p.m., Sept. 21–Nov. 30
(8 sessions). No class Sept. 28 and Oct. 19.
M Sec. 3: Mon. 4–6 p.m., Sept. 26–Dec. 5
(10 sessions). No class Oct. 11. Myron Gould,
managing associate, Center for Responsive
Marketing.
M Sec. 4: Sat. 2–6.10 p.m., Sept. 24–Oct. 29
(5 sessions). No class Oct. 1. Robert Zappi,
chief executive officer, Catalyst International, Inc.
S Sec. 5: Thurs. 6.30–9.10 p.m., Oct. 6–Dec. 15
(8 sessions). No class Oct. 20 and Nov. 17.
Paul Jannace, enterprise sales director–
healthcare and retail, Verizon Wireless.
An effective marketing plan is a road map
to success for businesses, both big and
small. Learn how to express a marketing
strategy in a comprehensive and coherent
marketing plan. Examine how strategies
and plans change at each stage in the life
cycle of a product, service, or concept.
Class instruction emphasizes effectively
accumulating relevant data; competition
analysis; product naming and pricing; and
product positioning, promotion, and distribution. This highly interactive course
makes extensive use of case studies, and
students prepare model marketing plans.
ADVERTISING
Learn to use advertising to build or revitalize a brand and create an impression that
translates into sales.
Advertising Fundamentals
MADV1-CE9008/$815
S Sec. 1: Tues. 6.30–9 p.m., Sept. 27–Nov. 22
(8 sessions). No class Oct. 11. PJ Lehrer,
advertising/marketing consultant; former vice
president, McCann Erickson and Grey
Advertising.
Acquire a hands-on introduction to the
business of advertising by stepping into
the shoes of key players (account executive,
strategic planner, communications planner,
copywriter, art director) and creating an
advertising campaign from beginning to
end. Build a broad understanding of the
role advertising plays in the scheme of
an overall marketing plan. Topics include
target definition and consumer insights;
positioning and branding; creative briefs
and implementation; communication
objectives and strategies; and agency and
client management.
MMeets at NYU Midtown Center, 11 W. 42nd St.
N Meets at Norman Thomas Center, 111 E. 33rd St.
SMeets in the Washington Square, Cooper Square,
Union Square vicinity.
W Meets at the Woolworth Building, 15 Barclay St.
VOnline course.
H Consult an advisor before registering.
5
WEB: SCPS.NYU.EDU
E-MAIL: [email protected]
Creative Strategy:
Behind the Words and Images
MADV1-CE9031/$805
Advanced Copywriting:
Building Content for Your Portfolio
MADV1-CE8127/$815
W Sec. 1: Sat. Sun. 9 a.m.–5 p.m., Nov. 5–6
(2 sessions). Arthur Beckman, senior writer,
Honey Advertising.
S Sec. 1: Mon. Wed. 6.30–9 p.m., Dec. 5–21
(6 sessions). Frank Murphy, retired senior vice
president/creative director, Nelson
Communications.
Behind the engaging ad copy and inviting
images that sell products and services is a
deliberate strategy. Learn the step-by-step
process of effectively formulating such
strategies based on market opportunities,
specific objectives, target audience, and
budget parameters. Understand how and
when to use various creative tools to develop an integrated package that employs a
tone, voice, look, and feel that appeals to
the target audience. Advance your career
by learning to edit and approve creative
work using strategic guidelines. In addition
to lectures and discussions in class, students
write a creative brief that embodies a
communications strategy.
Creative Concept
Development and Execution
MADV1-CE9049/$815
N Sec. 1: Thurs. 6.30–9 p.m., Sept. 22–
Dec. 15 (8 sessions). No class Sept. 29,
Oct. 13, Oct. 20, and Nov. 17.
Want to learn what it takes to work in a
creative department as a copywriter or art
director? In this course, students are divided into teams, briefed on an assignment,
develop a creative concept, and then present
it to an art director. Learn to zero in on the
vision that drives good creative; effectively
judge ideas; decide which media channels
are appropriate for particular creative tactics; and strategically develop and hone advertising concepts for a range of products,
services, and media. Students are introduced
to great ad campaigns throughout history
and learn what made them successful.
Advertising Copywriting
MADV1-CE9032/$815
N Sec. 1: Wed. 6.30–9 p.m., Sept. 21–Nov. 30
(8 sessions). No class Sept. 28, Oct. 19, and
Nov. 23. Frank Murphy, retired senior vice president/creative director, Nelson Communications.
M Sec. 2: Thurs. 4–6 p.m., Sept. 22–Dec. 15
(10 sessions). No class Sept. 29 and Oct. 13.
Creating advertising copy that cuts through
media clutter is one of the most challenging and rewarding roles in today’s billiondollar advertising industry. Develop the
skills necessary to generate winning copy
concepts in today’s media landscape. Write
ads and have your work evaluated week
after week and collaborate with advertising
professionals to hone your creative skills
and begin building a portfolio of your best
work. Students must have basic writing skills
and a good command of English.
Designed for those intent upon pursuing a
career in advertising, this writing workshop
goes beyond skills improvement to provide
support for more specific goals, such as
building a “spec book,” or sample portfolio,
to use when presenting to clients or looking for a job in the field. Classes take place
in a lab, where students write and edit ads
for print, radio, television, display, and the
Internet and are critiqued by the instructor,
other writers, and fellow classmates. Students
are also required to bring in writing samples from work or other areas of interest.
Prerequisite: Advertising Copywriting/
MADV1-CE9032 or two years of professional writing experience. Writing samples
may be requested prior to admission.H
Media Planning, Buying, and Analysis
MADV1-CE9034/$805
W Sec. 1: Mon. 6.30–9 p.m., Sept. 26–Nov. 21
(8 sessions). Bonnie Recca, principal, Recca
and Associates.
Explore the variety of media options available to marketers and discover how to use
them in acquisition- and retention-integrated
campaigns. Focus on determining target
markets for specific offers, selecting the appropriate media to reach the market, identifying the media segments most likely to
respond, testing media, understanding media
costs, and efficiently buying each medium.
ENTERTAINMENT
AND EVENTS
MARKETING
Use your marketing skills to break into this
exciting industry.
Entertainment Marketing
MEEM1-CE9605/$815
W Sec. 1: Tues. 6.30–8.30 p.m., Sept. 27–
Dec. 6 (10 sessions). No class Oct. 11.
C.K. Lendt, C.K. Lendt Entertainment
Management and Marketing.
Entertainment marketing sells movie tickets,
makes music a must-have, promotes mustsee television, and spins off new media and
merchandise. Marketing strategies are crucial to new releases for movies, TV programs, DVDs, concerts, and video games.
Explore entertainment marketing strategies
by focusing on the dynamics of marketing
entertainment and studying product tie-ins,
cross-promotions, branding, advertising,
sponsorships, publicity, and merchandising.
Topics include reality TV, the “tween” phenomenon, music marketing campaigns, cable
TV branding, and the powerful role of technology in creating new media. Students
complete a term project and put their
industry know-how into action.
Explore events marketing from ideation to
results analysis. Taught by a veteran events
marketer, this introductory course covers
the core foundation of the industry, from
the perspectives of both client and
agency—including the who, what, how,
when, where, and why of events marketing.
Students participate in a mock campaign
and examine how events fit into a fully integrated marketing communications program. Discuss strategic planning, creative
development and production, sponsorships,
partnerships, and benefits, with a full exploration of return on investment (ROI).
Guest speakers are featured.
CRM
Mobile
E-Commerce
S Sec. 1: Mon. 6.30–9 p.m., Sept. 26–Nov. 21
(8 sessions). Anthony Larrisey, principal/
creative director, Event LAB.
Web Analytics
SEO
Business Development
Digital Strategy
Events Marketing
MEEM1-CE9296/$815
Branding
Data Mining
Social Media
Campaign Management
SCPS.NYU.EDU/MARKETING
P&L Management
Sponsorship: Everything You
Need to Know to Do It Well
MEEM1-CE9595/$815
S Sec. 1: Thurs. 4–6 p.m., Sept. 22–
Dec. 8 (10 sessions). No class Sept. 29.
Ny Whitaker, president, Events By Ny.
Corporate sponsorship has risen dramatically in the past 20 years. Focus on the
many aspects of sponsorships, including
how to select the sponsor, get media participation, and produce collateral materials.
Find out how to price your sponsorship,
sell to and renew sponsors, handle negotiations, and integrate your program with a
sponsor’s full marketing program. Develop
a sponsorship program and learn how to
sell it. Marketing/brand managers, sports
and entertainment producers, small businesses, and nonprofit professionals benefit
from this course.
Master of Science in Integrated Marketing
The M.S. in Integrated Marketing is developing the next generation of leaders in the business of marketing. Build
general and specialized marketing skills in brand, digital, or analytics while building a powerful professional network.
Master digital strategy, CRM, P&L management, brand planning, and take your career to new levels.
scps.nyu.edu/msim
New York University is an affirmative action/equal opportunity institution. ©2010 New York University School of Continuing and Professional Studies.
INTEGRATED
MARKETING
COMMUNICATIONS
Integrated Marketing Communications
MIMC1-CE9212/$815
V Sec. 1: Mon. 6.30–8.30 p.m., Oct. 3–
Dec. 12 (10 sessions). Maggie Mary Jordan,
consultant; former digital marketing director,
Sports Information Group.
M Sec. 2: Sat. 9.30 a.m.–5 p.m., Sept. 24–Oct. 22
(4 sessions). No class Oct. 8. Tariq Khan,
founder and chief executive officer, Global
Diversity Marketing, Inc.
Today’s most successful marketers don’t rely
on only one method of marketing to maximize sales opportunities. This course gives
marketers and account executives a practical
blueprint for developing integrated marketing communication plans that include advertising, promotion, direct marketing, sales,
public relations, event marketing, and new
electronic media. This dynamic marketing
model requires a completely different approach to marketing planning and budgeting,
and clients and agencies are increasingly
seeking managers with just such expertise.
Product Integration Within
TV and Internet Programming
MIMC1-CE9037/$815
S Sec. 1: Wed. 6.30–9 p.m., Sept. 21–Nov. 16
(8 sessions). No class Sept. 28. Mitchell Gubin,
director–integrated marketing, ABC Television
Network.
By the end of 2016, nearly 50 percent of
TV households will be able to avoid almost
all television ads. Product integration, or
branded entertainment, is one strategy actively used to offset this trend. Competition
for these advertising dollars makes it necessary to create and execute product integrations to increase revenue. Explore the
latest innovations in product integration;
why it plays an important role on-air, online, and within any integrated marketing
campaign; and how a well-rounded integration comes to life on the “small screen.”
Analyze a request for proposal (RFP),
formulate a plan to achieve clients’ objectives from concept to execution, and evaluate actual product integrations as both
marketers and viewers.
Branded Entertainment: How to Create
a Web Television Series for an Integrated
Marketing Communications Program
MKSB1-CE9937/$795
M Sec. 1: Thurs. 6.30–9.30 p.m., Oct. 27–
Nov. 17 (4 sessions). Eric F. Chandler, vice
president–strategy and communications,
Catskill Harvest.
Online branded entertainment (BE) is a
highly valuable tool for supporting a company’s brand marketing strategy. It is estimated that 72 percent of Web users watch
online video regularly, and consumer and
business-to-business (B2B) brands are responding with Web television series that
both entertain and reinforce brand messages. Gain a comprehensive understanding of BE, examining case studies, and
engaging in a “real-world” final project.
Topics include creating brand-appropriate
storylines, incorporating BE into integrated
marketing communications strategies, using
social media for distribution and PR, developing a BE-specific communications plan,
and managing on-site production details.
TO REGISTER: (212) 998-7150 OR SCPS.NYU.EDU
MARKETING
SPECIALTIES
Designed for students with at least two
years of professional marketing or public
relations experience, these courses
explore career opportunities for marketers
interested in developing knowledge in
these vertical areas.
Professional Services Marketing and PR
MSTY1-CE9225/$805
M Sec. 1: Fri. Sat. 9 a.m.–5 p.m., Oct. 28–29
(2 sessions). Lisa M. Aldisert, president,
Pharos Alliance, Inc.
It’s not difficult to figure out how to market a product, but how do you promote a
management consulting firm, law practice,
or medical office? Marketing a professional
service can be a challenging yet exciting
project. Whether you are at an agency, new
to a marketing department at a professional service firm, or marketing your own
company, this course teaches you how press
relations, cross-selling endeavors, seminars,
and brochures can be used to promote your
organization. Learn practical tips to put
programs into place immediately.
FOR MORE INFORMATION: (212) 998-7200
6
SCPS.NYU.EDU/MARKETING
NEW
Financial Services Marketing
MSTY1-CE9261/$815
W Sec. 1: Wed. 6.30–8.35 p.m., Sept. 21–
Dec. 21 (10 sessions). No class Sept. 28, Oct. 19,
Nov. 23, and Dec. 14. Evelyn Ehrlich, president,
EC Communications; and Louis “Duke” Fanelli,
vice president–local market development,
AXA Financial.
Pharmaceutical Marketing and PR
MSTY1-CE9688/$815
NEW
Healthcare Marketing
MSTY1-CE8234/$805
M Sec. 1: Tues. 4–6 p.m., Oct. 4–Nov. 29
(8 sessions). No class Oct. 11. Virna Brooks,
former vice president–marketing and chief
branding officer, North Shore LIJ Health
Systems of New York.
Gain a comprehensive understanding of
how the restructuring of the healthcare
system and trends in the industry will impact marketing approaches—and develop
an awareness of how consumer behavior
will influence future marketing campaigns—in this course designed for marketing managers in healthcare, healthcare
clients, and those who want to pursue a career in the field. Delve into the marketing
implications that healthcare changes and
pending reforms will have on providers,
hospitals, physicians, health plans, life science companies, policymakers, and employers. Examine shifting trends toward
customer-centric healthcare and analyze
the relationship between employers, brokers, insurance plans, providers, and government in the marketing of healthcare.
7
WEB: SCPS.NYU.EDU
Basic Statistical Analysis for Marketing
DTMG1-CE8113/$1,125
M Sec. 1: Mon. 4–6 p.m., Oct. 3–Nov. 28
(8 sessions).
SAS Data Mining for
Marketers Intensive
DTMG1-CE8111/$4,250
M Sec. 1: Fri. Sat. 9 a.m.–5 p.m., Nov. 4–11
(3 sessions). Perry Drake and Rhonda Drake
Marketing Luxury Products and Brands
MSTY1-CE8236/$805
S Sec. 1: Thurs. 6.30–8.30 p.m., Oct. 6–
Dec. 8 (8 sessions). No class Oct. 20.
S Sec. 1: Wed. 6.30–9 p.m., Oct. 5–Dec. 7
(8 sessions). No class Oct. 19 and Nov. 23.
Julie Monroid, chief strategy officer, Havas
Worldwide Health.
Luxury goods, services, and brands constitute a multibillion-dollar industry that
greatly impacts the global economy. It requires developing marketing strategies that
focus on market segmentation, customer
relationship management, integrated marketing communication strategies, and strong
brand image. Explore the many aspects of
marketing luxury goods and services and
develop an eye for how strong brands are
developed. By analyzing case studies, learn
how demographics, psychographics, and
geography influence how consumers are
targeted. Examine product development
cycles; brand management; and ways to
develop effective sales, promotional, creative, and media strategies. Students complete the course by creating a marketing
plan to reach this lucrative market.
NEW
Massive sales volume and consumer and
media interest in prescription and overthe-counter drugs have led to tremendous
growth in pharmaceutical marketing and
PR. Learn how to target physicians and
patients and how to position and brand
pharmaceuticals through class exercises,
case studies, and guest speakers. Find out
about the full drug-development process
through clinical trials and FDA approval
to the marketplace. Get to know the legal
restrictions facing the industry. Examine
product launch plans, advertising campaigns, interactive programs, virtual and
gorilla marketing, revitalizing mature
brands, trends in promoting prescription
medicines, and international pharmaceutical marketing and PR. This course features
writing assignments and a term project.
DATA MINING
Gain a comprehensive understanding of
fashion marketing principles and practices—from conception to promotion—by
analyzing its presence in traditional and
digital media channels. Topics include consumer behavior, market research, pricing
strategies for wholesale and retail, and domestic and global marketing environments.
Examine the most effective strategies for
developing and implementing fashion
marketing and public relations campaigns
that generate media attention and attract
celebrity spokespeople. The cultural, economic, branding, and legal issues that face
retail establishments when developing a
comprehensive marketing and public relations campaign are also discussed.
NEW
Financial services marketing of products
and services offered by banks, insurance
companies, brokerage firms, and other
money managers requires an understanding
of marketing, sales, service, the Internet, finance, regulation, and psychology. Designed
for financial services professionals with limited marketing expertise, or those with a
marketing background but little knowledge
of financial services, this course focuses on
consumer and institutional financial service
marketing planning, supplemented by individualized feedback from industry experts.
Guest speakers have included senior marketers from JPMorgan Chase and Grey Direct.
Fashion Marketing and Public Relations
MSTY1-CE8235/$805
E-Tailing: Managing, Building, and
Developing E-Commerce Sales
Environments
MRET1-CE8264/$815
S Sec. 1: Tues. 6.30–9 p.m., Oct. 18–Dec. 6
(8 sessions).
Faster than it takes to order something online, e-commerce appears to be outpacing
overall retail sales. Today’s consumer market redefines the way retailers need to diversify and position their products and
brands. In this hands-on course, analyze
how e-commerce impacts retail sales.
Explore website design and development,
product positioning, marketing, advertising, order processing, fulfillment, customer
service, and customer retention initiatives
that e-commerce sales demand. By the end
of the course, students have the tools to
begin the process of developing an “e-tail”
company—or to more effectively manage
an existing e-commerce endeavor.
E-MAIL: [email protected]
M Sec. 1: Fri. Sat. 9 a.m.–5 p.m., Sept. 23–
Nov. 19 (12 sessions). No class Oct. 1, 7, 8,
14, 15, and 29. Perry Drake, vice president
and general manager, Drake Direct; and
Rhonda Drake, president, Drake Business
Services, Inc.
Designed for marketing and IT professionals, this certificate program prepares
students to interpret important marketing
trends, manage marketing data, and bridge
the gap between the analyst and the marketing staff. Students are automatically enrolled in all four courses of the certificate
program at discounted tuition. The four
courses are: Intro­duction to SAS
Programming Concepts for Marketers;
Data Integration, Manipulation, and
Querying; Basic Statistical Analysis for
Marketing; and Advanced Data Mining
Techniques for Marketing. Upon successful
completion of all four courses, students
earn the Certificate in SAS Data Mining.
Introduction to SAS Programming
Concepts for Marketers
DTMG1-CE8117/$1,125
M Sec. 1: Fri. Sat. 9 a.m.–5 p.m., Sept. 23–30
(3 sessions). Perry Drake and Rhonda Drake
Learn to read and access business data and
write simple SAS programs to solve common marketing questions. Practice running
and debugging those programs in an interactive SAS session. Discover how to read
marketing data, create simple marketing
and summary reports, and define new
business metrics. Learn to navigate in the
SAS environment, create simple customer
segmentations, generate insightful reports
for decision-making purposes, create new
variables, define conditional logic, program
DO loops, and run basic summary and
frequency reports.
Data Integration,
Manipulation, and Querying
DTMG1-CE8112/$1,125
M Sec. 1: Fri. Sat. 9 a.m.–5 p.m., Oct. 21–28
(3 sessions). Perry Drake and Rhonda Drake
Learn to examine multiple data elements
simultaneously to make business decisions
using a customer-level marketing database
or data warehouse. Acquire the skills necessary to navigate the menu-driven interface of SAS Enterprise Guide to
accomplish important functions, such as
integrating data from the commonly used
data formats SAS, Excel, and Access.
Learn how to bring data together from a
variety of sources—including prospect
data, test data, fulfillment files, and marketing campaign data—to create new business metrics; execute queries and develop
marketing campaign reports; calculate date
intervals; convert variable formats; and
sort, merge, and link data. Prerequisite:
Introduction to SAS Programming Concepts
for Marketers/DTMG1-CE8117.H
This course leverages actual marketing
data to illustrate the importance of basic
statistical measures and run simple statistical analyses using SAS STAT. Marketers
learn how to create univariate and summary statistics, assess marketing test results, apply various graphing techniques,
and perform a variety of data quality checks.
Upon completion, students are able to calculate measures of central tendency and
dispersion and assess the underlying distribution, identify outliers, deal with missing
data, validate data ranges, conduct hypothesis tests, create confidence intervals, determine appropriate sample sizes, perform
simple ANOVA and Chi-Square goodness
of fit tests, and run correlation and simple
linear regression analyses. Prerequisite:
Data Integration, Manipulation, and
Querying/DTMG1-CE8112.H
Advanced Data Mining
Techniques for Marketing
DTMG1-CE8118/$1,125
M Sec. 1: Fri. Sat. 9 a.m.–5 p.m., Nov. 12–19
(3 sessions). Perry Drake and Rhonda Drake
Knowledge of advanced data mining
techniques enables marketers to gather
and organize data and address key business
questions. Learn how to leverage the growing volume of customer data captured in the
marketing process. Following an overview
of data mining techniques, including regression analysis, CHAID, and text mining,
and analyze case studies using a combination of analytical and data manipulation
techniques to answer the underlying business question. Upon completion, marketers
have covered the following techniques using
SAS STAT and SAS Enterprise Miner:
multiple regression analysis, logistic regression analysis, decision trees, factor analysis,
cluster analysis, risk modeling, neural networks, Web log analysis, and market basket
analysis. Prerequisite: Basic Statistical Ana­
lysis for Marketing/DTMG1-CE8113.H
Web
For the most up-to-date
course information and
to register online, visit:
scps.nyu.edu
MMeets at NYU Midtown Center, 11 W. 42nd St.
SMeets in the Washington Square, Cooper Square,
Union Square vicinity.
W Meets at the Woolworth Building, 15 Barclay St.
VOnline course.
H Consult an advisor before registering.
SCPS.NYU.EDU/MARKETING
CERTIFICATE IN
SAS DATA MINING FOR MARKETERS
DIGITAL MEDIA
MARKETING
Digital Entertainment,
Marketing, and Advertising
DMMK1-CE9507/$805
Advancements in customer-level marketing databases and data warehousing technology have created a demand for marketing professionals who can extract key customer
and marketing insights from mountains of data in an effort to make smart marketing
decisions. The data miner, a professional in interpreting important marketing trends
for an organization, bridges the gap between the analyst and the marketing staff. In
this role, the data miner leverages various skills to sift through and put forth the information required to answer key marketing questions and drive marketing campaigns
and profits. The tools and techniques associated with identifying essential marketing
information encompass data consolidation and manipulation, and higher level statistical processes. Marketers who understand this data consolidation and manipulation are
at a huge advantage in the workplace. In addition to helping marketers answer key
questions, those possessing data mining skills have a powerful advantage in knowing
with certainty how changes or adjustments recommended by their data revelations
impact their organization’s bottom line.
Digital media marketing is an essential component of successful strategic marketing
campaigns. Develop a competitive edge with
expertise in this rapidly evolving industry.
S Sec. 1: Wed. 6.30–8.30 p.m., Oct. 5–
Dec. 7 (8 sessions). No class Oct. 19
and Nov. 23. Ira Mayer, president,
EPM Communications, Inc.
Digital Strategy: Creating Synergy
in Your Marketing Program
DMMK1-CE9505/$815
V Sec. 1: Tues. 7.45–9.45 p.m., Oct. 4–
Dec. 13 (10 sessions). No class Oct. 11.
Gene DeLibero, senior vice president–
digital strategy and technology, Mullen;
founder and principal, Digital Mindshare, Inc.
NYU-SCPS has teamed up with SAS, the world’s leading developer of business intelligence analytical software and the marketing leader in data mining, to create a data
mining certificate program designed for marketers, analysts, and information technology professionals who want to acquire this skill set.
M Sec. 2: Fri. Sat. Sun. 9 a.m.–5 p.m.,
Sept. 23–25 (3 sessions). Gene DeLibero
• Read, access, manipulate, and format raw marketing data from any application into SAS.
M Sec. 4: Fri. Sat. Sun. 9 a.m.–5 p.m.,
Nov. 11–13 (3 sessions). Gene DeLibero
• Navigate the SAS environment.
M Sec. 5: Fri. Sat. Sun. 9 a.m.–5 p.m.,
Dec. 16–18 (3 sessions). Gene DeLibero
• Leverage volumes of customer data captured in the marketing process.
• Query the data, create customer segments, and generate insightful summary reports.
How can your business adapt its current
marketing strategy to the latest developments in online, Wi-Fi, wireless, video-ondemand, and streaming media? Through a
combination of online and offline research
and discussion, explore the realm of digital
marketing, beginning with an overview of
its scope and purpose; a survey of today’s
digital marketing tools and their impact on
business; methods for creating synergy and
consumer segmentation; and the development and use of digital marketing plans.
Guest speakers are featured as scheduling
permits. As a final project, use at least
three of the tools covered in class to create
a digital deployment plan to market a
product or service. Prerequisite: Marketing
Principles and Practices/MKFD1-CE9247
or at least two years of brand, direct, or online
marketing experience.
• Validate, clean, and prepare data for analysis.
• Create graphs and other visual displays.
• Merge and concatenate datasets.
• Debug programs.
• Export data and analytical results directly to Excel or Word.
• Apply analytical techniques, including regression, logistic, cluster, factor, and CHAID.
• Plan and write simple SAS programs to solve marketing questions.
• Use SAS to conduct simple text and Web mining analysis projects.
• Present data for marketing campaigns.
REQUIRED—OPTION 1
SAS Data Mining for Marketers
Intensive/DTMG1-CE8111 (page 7)
REQUIRED—OPTION 2
Basic Statistical Analysis for
Marketing/DTMG1-CE8113(page 7)
Advanced Data Mining Techniques for
Marketing/DTMG1-CE8118 (page 7)
Courses must be completed in the order listed.
Introduction to SAS Programming
Concepts for Marketers/
DTMG1-CE8117 (page 7)
Data Integration, Manipulation, and
Querying/DTMG1-CE8112 (page 7)
See page 13 for certificate requirements and benefits.
INFORMATION SESSION
Marketing and Digital
Media Marketing
Monday, 6–8 p.m., August 29
NYU Midtown Center
11 West 42nd Street, 4th Floor
Information sessions include discussions about industry
news and career opportunities, presentations on
curricula, and a chance to ask questions of faculty
members and staff. No RSVP is required, but please be
punctual. For more information, call (212) 998-7200.
NEW
SAS or programming experience is helpful but not required and marketing experience
is recommended. Participants must be computer literate and have some experience
using Microsoft Office programs. All sessions are conducted in a computer lab using
Base SAS, SAS/STAT, SAS Enterprise Miner, and SAS Enterprise Guide.
The Digital Idea
DMMK1-CE9979/$805
M Sec. 1: Wed. 6.30–9 p.m., Sept. 21–Dec. 21
(10 sessions). Jeroen R. Bours, founder,
Darling Agency.
Digital media is transforming the way marketing and advertising professionals communicate with clients and consumers. But
in this fast-paced digital era, one crucial
element of communication is often overlooked—a lasting idea. Gain the knowledge
and skills to recognize, develop, and edit an
idea and then adapt it to the digital medium. Learn how to avoid being intrusive
to consumers when marketing digitally,
how to keep your message simple and informative when working on the Web, and
how to reinforce a trusting relationship between the brand and the consumer when
communicating digitally. Prerequisite:
Digital Strategy: Creating Synergy in Your
Marketing Program/DMMK1-CE9505 or
at least two years of digital marketing experience. It is recommended that students are familiar with Adobe Illustrator or InDesign.
TO REGISTER: (212) 998-7150 OR SCPS.NYU.EDU
NEW
M Sec. 3: Fri. Sat. Sun. 9 a.m.–5 p.m.,
Oct. 14–16 (3 sessions). Gene DeLibero
Upon completion of this hands-on certificate program, students are able to:
This certificate, which can be earned intensively in one semester (fall and spring only),
is awarded to students who successfully complete four required courses in the sequence below. Enroll in the intensive course for one flat fee or register for each
course separately.
Examine the competition among traditional and digital pipelines to the consumer (Internet, broadcast, cable, satellite,
and wireless/mobile) that have led to unprecedented consumer control over entertainment and advertising. Discover how
those technologies are reshaping the film,
music, television, gaming, and advertising
industries. Upon completing this course,
students understand how technology impacts content, appreciate the options new
electronic media hold for programmers
and advertisers, and get a sense of the best
career opportunities.
The Politics of Digital Advertising
DMMK1-CE9943/$805
S Sec. 1: Thurs. 6.30–9 p.m., Sept. 22–Nov. 10
(6 sessions). No class Sept. 29 and Oct. 20.
Carley Graham Garcia, industry relations,
Google, Inc.
Advertising professionals—especially those
responsible for planning and buying search,
display, video, and mobile advertising—
must be aware of the online privacy debate
as it relates to digital media. Gain a comprehensive understanding of the politics
of digital advertising, examine domestic
policy issues that affect online advertising
regulation, and analyze the impact these
policies have on digital advertising media.
Survey Internet access and usage globally,
including the rise of social media as it relates to political uprisings, disaster relief,
and human rights. Explore proposed digital advertising regulations, free speech,
consumer privacy online, and how these
issues can affect marketing practice and
a business’s bottom line.
Content Development
Strategies for Digital Marketing
DMMK1-CE8119/$815
M Sec. 1: Sat. 9 a.m.–5 p.m., Oct. 1–15
(3 sessions). Lori Greene, president, New
York Women in Cable Telecommunications;
executive producer and digital content
programming, BBC America.
In today’s digital age, marketing plans
must have a winning content strategy to
succeed. To make digital content engaging
and viral, placing an enticing pitch in the
most effective media possible is absolutely
essential. Gain an understanding of how
to best utilize video, text, audio, photography, and design to foster brand loyalty and
build trust in the digital realm. Hands-on
exercises with top industry experts help
students develop best practices and content
solutions for when and how to use the
Web, wireless apps, widgets, mobile technology, and more to achieve strategic goals.
FOR MORE INFORMATION: (212) 998-7200
8
Dec. 15 (8 sessions). Jonathan Banner, digital
account manager, AARP Media Sales.
M Sec. 2: Wed. 6.30–9 p.m., Sept. 21–Dec. 14
(10 sessions). No class Sept. 28, Oct. 19, and
Nov. 23. Benjamin A. Kirshner, chief executive
officer, Elite SEM, Inc.
M Sec. 3: Mon. 6.30–9.35 p.m., Oct. 3–Nov. 28
(8 sessions).
M Sec. 4: Sat. 10 a.m.–5.10 p.m., Oct. 1–29
(4 sessions). No class Oct. 8.
Search engine marketing is today’s leading
Internet advertising strategy. Learn to develop a successful search program, integrating search with other aspects of marketing,
moving customers closer to sales, generating awareness, and driving leads. Examine
four main marketing tactics (organic/payper-click search, paid/sponsored listings,
contextual listings, and paid inclusion);
how to optimize site content; how to select
a search marketing agency; and how to develop an overall strategy. Obtain hands-on
training from Google, MSN, and Yahoo
managers. Develop and execute a campaign.
Launch, analyze, and measure the efficiency
of your efforts. Take the qualifying exam to
earn the distinction of Qualified Individual
in the Google Advertising Professional
Program. Prerequisite: Marketing Principles
and Practices/MKFD1-CE9247 or at least
two years of brand, direct, or online marketing
experience. Although not required, students
with their own websites gain additional value
from working on a real-life campaign.
Supported by
Search Engine Optimization (SEO)
DMMK1-CE8125/$795
M Sec. 1: Fri. Sat. 10 a.m.–4 p.m., Oct. 21–22
(2 sessions). Ruben Quinones, director–
new media, Path Interactive, Inc.; and
Michael Stearne, project manager, Path
Interactive, Inc.
M Sec. 2: Fri. Sat. 10 a.m.–4 p.m., Nov. 11–12
(2 sessions). Michael D. Coppola, chief
executive officer, Path Interactive.
M Sec. 3: Sat. 10 a.m.–4 p.m., Dec. 3–10
(2 sessions). Benjamin A. Kirshner, chief
executive officer, Elite SEM, Inc.
This hands-on course is designed for website developers, online marketers, content
managers, and entrepreneurs who want to
be more visible in search engine results.
Learn about the relationship between
search engine optimization (SEO) and
search engine marketing (SEM); keyword
selection, placement, and frequency; how
to research algorithms and meta tags; what
to avoid in an online marketing campaign;
and how to optimize campaign results and
rankings for your website. Additional fees
may apply.
9
WEB: SCPS.NYU.EDU
Examining Social Media
Networks for Brand Value
DMMK1-CE8110/$815
V Sec. 1: Sat. 9 a.m.–2 p.m., Sept. 24–
Oct. 22 (4 sessions). No class Oct. 8.
S Sec. 2: Thurs. 6.30–9 p.m., Sept. 22–
Nov. 3 (6 sessions). No class Sept. 29.
Ruben Quinones, director–new media,
Path Interactive, Inc.
S Sec. 3: Tues. 6.30–9 p.m., Sept. 27–Nov. 8
(6 sessions). Michelle Barna, director–social
marketing and brand communication, Venda.
Social networking websites—including
Facebook, YouTube, Gather, Twitter,
Delicious, Eons, Mozes, and LinkedIn—
have become valuable marketing spaces.
Beyond partnership opportunities, marketers can engage in authentic conversations
with their prospects and customers—
exchanges with highly qualitative value.
Learn the best ways to interact with customers through these user-generated platforms and how to convey your message
effectively and ethically. Examine various
social networking sites and learn key strategies to take advantage of this engaged
community of prospects and customers.
Advanced Social Media Marketing
DMMK1-CE9690/$815
S Sec. 1: Thurs. 6.30–9 p.m., Nov. 10–Dec. 22
(6 sessions). David W. Vinjamuri, president,
Third Way Brand Trainers.
The role of social media in our lives is rapidly expanding and the growth of apps and
mobile devices has enabled marketing uses
that were impossible just a few years ago.
Separate the hype from the reality of new
and rapidly growing platforms and technology, including Foursquare, Gowalla,
Loopt, Private Label Social Networks,
and Augmented Reality. Students work in
small teams to discover, use, and explore
new marketing tools and engage with the
companies who have created them. This
class is designed exclusively for marketers
who are already experienced in using
Facebook, Communispace, blogs and blogger outreach, Twitter, microsites, and other
social networks. Prerequisite: Examining
Social Media Networks for Brand Value/
DMMK1-CE8110 or at least two years of
marketing experience using social media tools.
Students must own or have access to an
iPhone, iPad, Blackberry, or Android Device
and spend significant out-of-class time exploring and using new media tools.H
E-MAIL: [email protected]
Social Media Marketing Analytics
DMMK1-CE9947/$815
Mobile Marketing:
Reaching the Third Screen
DMMK1-CE9509/$815
M Sec. 1: Sat. 9 a.m.–5 p.m., Nov. 5–19
(3 sessions). Rhonda Drake, president,
Drake Business Services, Inc.
S Sec. 1: Tues. 6.30–9 p.m., Sept. 27–Nov. 8
(6 sessions). No class Oct. 11. Maya Mikhailov,
vice president and co-founder, GPShopper.
Explore the most effective strategies for
evaluating and monetizing captured data
that determines consumer insights—and
learn how to answer the key questions that
influence online corporate campaigns and
their impact on return of investment and
other business decisions. Students examine
social media analytical tools, including
Radian 6, Buzz Analytics, Scout Labs,
Viral Heat, and SAS and discover how to
monitor feeds to find out what consumers
and bloggers are saying about their brand.
The course analyzes today’s most popular
growing platforms and technologies.
Additional fees may apply.
Today’s consumers carry wireless devices
everywhere. Success in this highly personal
medium requires evolution to a marketing
and advertising approach that seeks the
consumer’s permission to deliver the information they want, when they want it. This
course examines how wireless technology
fits into the advertising and marketing
landscape. Discuss text messaging, mobile
applications, hardware, streaming content,
contextual advertising, and permissionbased alerts. Write a wireless marketing
plan and learn how to measure its success.
Case studies and guest speakers provide
additional insight.
From Blogs to Buzz—How to Use New
Media and Influenced-Based Marketing
DMMK1-CE8223/$805
V Sec. 1: Sun. Wed. 6.30–9 p.m., Nov. 6–
Developing, Marketing, and
Analyzing Mobile Apps and Platforms
DMMK1-CE9942/$805
Dec. 21 (6 sessions).
S Sec. 1: Tues. 6.30–9 p.m., Nov. 15–Dec. 20
(6 sessions). Alex Muller, chief executive
officer, Slifter.
M Sec. 2: Mon. 6.30–9 p.m., Nov. 7–Dec. 12
(6 sessions).
The popularity of interactive media has
transformed traditional marketing techniques: blogs are changing the news and
public relations industries, and traditional
advertising spending is declining as product placement on TV, cable, and in movies
is increasing. In this course, designed for
experienced marketers, learn how to use
influenced-based marketing strategies to
build brands, evaluate methodologies, and
incorporate marketing strategies into existing marketing plans. Topics include public
relations; endorsements and product placements; viral, buzz, and word-of-mouth marketing; blogs and podcasts; and online ads,
Web videos, and other promotional models.
Prerequisite: Marketing Principles and Prac­
tices/MKFD1-CE9247 or at least two years
of brand, direct, or online marketing experience.
E-mail Marketing: Integrating Social
Media and Mobile Marketing for
Optimal Campaign Results
DMMK1-CE9221/$830
M Sec. 1: Fri. Sat. 9 a.m.–5 p.m., Oct. 14–29
(4 sessions). No class Oct. 21 and 22.
Regina Brady, president, Regina Brady
Marketing Solutions LLC.
M Sec. 2: Fri. Sat. 9 a.m.–5 p.m., Nov. 18–
Dec. 3 (4 sessions). Regina Brady
E-mail marketing is a proven, cost-effective
way to generate sales, increase customer
spending, acquire new customers, and drive
traffic. Explore the power of e-mail marketing from a strategic, creative, segmentation,
and measurement perspective. Discover how
to integrate social media, mobile marketing, user-generated content, and video into
your e-mail marketing mix. Learn how and
why e-mail should be a core component of
your overall marketing plan; learn what you
need to know to create and manage successful e-mail marketing campaigns, including
how to assess and refine your marketing strategy and tactics employing sophisticated
techniques to improve campaign results.
Explore the pros and cons of the iPhone;
Android; iPad; Kindle; Nook; and other
mobile devices, platforms, and apps and
learn the best practices for marketing each
to consumers. Course topics include mobile analytics; market considerations for
developing an app; reasons to bring an app
to market, including augmented reality;
how to effectively integrate mobile advertising; promotional strategies for driving
traffic, free downloads, and sales; pricing
strategies based on business goals; how
marketing an app and creating an ad fits
into the overall mobile marketing campaign;
and ways to analyze results for optimal ROI.
Prerequisite: Mobile Marketing: Reaching the
Third Screen/DMMK1-CE9509.H
NEW
Strategic Search Engine Marketing
Campaign Planning and Execution
DMMK1-CE9508/$830
V Sec. 1: Thurs. 6.30–9.35 p.m., Oct. 20–
NEW
SCPS.NYU.EDU/MARKETING
Mobile Marketing for the Small to
Medium-Sized Business: Planning,
Execution, and Monetization
DMMK1-CE9978/$830
V Sec. 1: Mon. 6.30–9.30 p.m., Oct. 17–
Dec. 5 (8 sessions). Angelo Biasi, president/
owner, SMART Marketing Solutions LLC.
Learn how to create, publish, and distribute
mobile content to gain a competitive advantage for your small- or medium-sized business—all on a minimal budget and with a
limited skill set, resources, and time.
Develop, execute, and monetize a mobile
marketing strategy that drives response and
helps achieve marketing and sales objectives.
Understand how to effectively integrate
mobile marketing as a part of your overall
brand and business strategy. Specific attention is given to mobile marketing planning,
content strategy, and discovery. Create a
cross-platform app/Web application, and
establish a mobile marketing strategy for
your business. The course is delivered in a hybrid, online format and via mobile device.
Mobile device delivery is cross-platform app/
Web, including video, dynamic RSS feeds of
blog and Twitter, and features regularly updated content and feedback quizzes.
SCPS.NYU.EDU/MARKETING
Internet Marketing Strategies
DMMK1-CE9229/$815
V Sec. 1: Wed. 6.30–9 p.m., Sept. 21–
Nov. 16 (8 sessions). No class Sept. 28.
Jonathan Banner, digital account manager,
AARP Media Sales.
S Sec. 2: Tues. 6.30–9 p.m., Sept. 27–Nov. 22
(8 sessions). Joseph Mefford, president and
founder, Big Screen Software.
Digital is no longer optional.
Digitally focused courses on-site and online
offers the convenience of both on-site and online courses covering today’s most essential software and e-business tools.
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Technology Lab for Fundraisers PHIL1-CE9053
iPad Digital Design GDES1-CE9037
Reporting and Writing in the Digital Era WRIT1-CE9861
Mobile Marketing for the Small to Medium-Sized Business: Planning, Execution, and
Monetization DMMK1-CE9978
The Politics of Digital Advertising DMMK1-CE9943
Advanced Web Development With HTML5 INFO1-CE9812
Understanding Smartphones, Netbooks, Tablets, and Other New Technologies in
One Easy Session INFO1-CE9811
Web 3.0—What’s Next: Strategies to Attract, Retain, and Monetize Web Traffic
DMMK1-CE8226
scps.nyu.edu/courses
New York University is an affirmative action/equal opportunity institution. ©2010 New York University School of Continuing and Professional Studies.
An Introduction to Interactive Marketing
DMMK1-CE8221/$815
S Sec. 1: Mon. 6.30–8.30 p.m., Sept. 26–
Dec. 5 (10 sessions). Scott Fenwick, president,
Fenwick Consulting & Training.
Network with leading interactive marketing professionals as they share experiences
from their respective fields of expertise.
Advance your knowledge of interactive
marketing and acquire an overview of email messaging, search engine marketing,
network advertising, mobile marketing, social media, Internet creative, and media
planning and buying. Through debate, discussion, and case analysis, students are
challenged to make decisions on behalf of
an organization’s brand and based on the
perspectives of consumers and advertisers.
Web 3.0—What’s Next: Strategies to
Attract, Retain, and Monetize Web Traffic
DMMK1-CE8226/$805
M Sec. 1: Sat. Sun. 9 a.m.–5 p.m., Oct. 1–2
(2 sessions).
Explore the latest strategies for providing
compelling content and improved functionality to online customers. Web 3.0 will enable customers to have greater usability and
flexibility. Learn to expand your customer
base by designing an addictive community
experience and monetizing traffic through
effective advertising and e-commerce strategies to analyze responses, search for options, and organize results across multiple
platforms. Review case studies that highlight best practices on topics including
what type of content and functionality
your audiences really want; designing a
viral user experience to maximize reach
and engagement; driving traffic through
online advertising, search engine and social
media marketing, and more. Prerequisite:
Digital Strategy: Creating Synergy in Your
Marketing Program/DMMK1-CE9505.
The Internet is no longer a niche channel
for specialty marketers. All marketers need
to understand how the online consumer
impacts their business. This class is an introduction to several online marketing
tools and strategies, including display advertising, e-mail marketing, affiliate marketing, social media, Web design, website
usability, copywriting for the Web, search
engine optimization (SEO), search engine
marketing (SEM), and Web analytics. There
is a particular emphasis on e-commerce
and direct marketing techniques.
Internet Market Research
DMMK1-CE8102/$815
W Sec. 1: Tues. 6.30–8.30 p.m., Sept. 27–
Dec. 6 (10 sessions). No class Oct. 11.
Richard Miller, vice president/director–
market research and client insights,
Bank of New York Mellon.
Targeting marketing managers, researchers,
and analysts, this advanced course offers an
overview of online market research methodology and application. Examine how
qualitative and quantitative data is collected, analyzed, and used. Topics include
data collection tools, such as e-mail surveys, online focus groups, and downloadable interactive surveys; Internet panels;
feedback banners; newsgroups; bulletin
boards; website activity research and analysis; questionnaire design; customer and demographic segmentation; concept testing;
and analysis of results.
Developing Online
Promotions That Get Results
DMMK1-CE9502/$795
V Sec. 1: Wed. 7–9.30 p.m., Nov. 30–
Dec. 14 (4 sessions). Maggie Mary Jordan,
consultant; former digital marketing director,
Sports Information Group.
Companies of all kinds use simple Internet
promotions to drive traffic to their websites. Learn how to create a database, build
a loyalty program, and sell more products
through the Internet. Develop opt-in
e-mail strategies that deliver targeted offers and increase sales through specialized
incentives. Acquire the tools you need to
launch effective online promotions.
Developing Online Videos
for Digital Marketing
DMMK1-CE9837/$815
S Sec. 1: Mon. 6.30–8.30 p.m., Sept. 26–
Dec. 5 (10 sessions). John Ovrutsky, president
and founder, Bridgepath Solutions, Inc.; former
senior vice president–sales and marketing, HBO.
With YouTube and today’s user-friendly
video devices, anyone can create a Webready video. But is this an effective means
to communicate your company’s marketing
message and does it reinforce your brand’s
image? Beginning with concept development and a well-thought-out script, learn
how to make compelling visual marketing
messages in the form of Web-based videos,
vlogs, and videocasts. Gain an understanding of production, explore reasons to develop a video, and learn how to measure its
ROI. Topics include using video as a marketing tool, incorporating testimonials,
communicating with graphics, and producing a quality product. As the final project,
students develop their own Web-ready video.
Web Analytics: Integrating Website and
E-mail Data for Effective Digital
Marketing Programs
DMMK1-CE9504/$815
V Sec. 1: Mon. 6.30–8.30 p.m., Oct. 3–Dec. 12
(10 sessions). Perry Drake, vice president and
general manager, Drake Direct.
M Sec. 2: Fri. Sat. 9 a.m.–5 p.m.,
Oct. 1, 7, and 8 (3 sessions). Perry Drake
M Sec. 3: Fri. Sat. 9 a.m.–5 p.m.,
Oct. 14, 15, and 29 (3 sessions). Perry Drake
M Sec. 4: Fri. Sat. 9 a.m.–5 p.m.,
Dec. 2, 3, and 9 (3 sessions). Perry Drake
M Sec. 5: Mon. Tues. Wed. 9 a.m.–5 p.m.,
Nov. 14–16 (3 sessions). Perry Drake
To effectively measure digital marketing
programs, it is critical to integrate Web analytics and e-mail profile data. Gain helpful information that maximizes return on
investment by tracking and analyzing the
behavior of customers, browsers, and nonresponders. Topics include extracting conclusions from data found in abandoned
shopping carts; site recency, frequency, and
monetary (RFM) analysis; site usage;
domains and URLs; keywords and search
engine placement; measuring unique visitors; and e-mail campaigns. Learn about
analytics software used for Web mining,
how data is passed between applications,
the importance of real-time updates,
and warehousing options. Prerequisite:
Marketing Principles and Practices/
MKFD1-CE9247 or at least two years of
brand, direct, or online marketing experience.
M Meets at NYU Midtown Center, 11 W. 42nd St.
SMeets in the Washington Square, Cooper Square,
Union Square vicinity.
W Meets at the Woolworth Building, 15 Barclay St.
VOnline course.
H Consult an advisor before registering.
TO REGISTER: (212) 998-7150 OR SCPS.NYU.EDU
FOR MORE INFORMATION: (212) 998-7200
10
SCPS.NYU.EDU/MARKETING
Advanced Web Analytics Using
Omniture SiteCatalyst
DMMK1-CE9511/$815
CERTIFICATE IN DIGITAL MEDIA MARKETING
M Sec. 1: Fri. Sat. 9 a.m.–5 p.m., Dec. 10–17
(3 sessions). Perry Drake, vice president and
general manager, Drake Direct.
Building upon basic Web analytics and
clickstream data analysis, use the Omniture
SiteCatalyst software suite to identify key
performance indicators, create and read reports, set up and evaluate marketing campaigns, identify returning visitors,
understand segmentation strategies, and
build and share report dashboards with
upper management. Topics include identifying key performance indicators (KPIs),
reports and metrics, traffic sources, campaign and site content reports, visitor identification and segmentation, visitor
retention and growth, conversion funnel
reports, and SiteCatalyst graphing options.
This course prepares students for
Omniture’s certification. Prerequisite: Web
Analytics: Integrating Website and E-mail
Data for Effective Digital Marketing
Programs/DMMK1-CE9504.H
How to
Register
Web:
scps.nyu.edu
By mail:
Use the form and envelope
at the back of the Bulletin.
By telephone:
(212) 998-7150
By fax:
(212) 995-3060
In person:
7 East 12th Street, 1st Floor
For detailed information,
see the Registration section
at the end of this Bulletin.
The marketing industry is undergoing a fundamental transformation. Consumers and businesses are increasingly shifting their attention from traditional marketing media—television, radio, and print publications—to the Internet, wireless devices, and other digital
media. Today, companies must connect with customers and other businesses through digital channels and adjust their marketing mix
in order to succeed. Research indicates that digital marketing budgets are increasing dramatically, and digital media campaigns are becoming a pivotal part of effective marketing plans. This program focuses on helping marketers build and sustain successful, integrated
digital media marketing programs. Marketing professionals with expertise in this area are invaluable assets to any organization as
emerging technology continues to affect the way marketing is practiced today.
Upon completion of this program, students have the ability to:
• Develop and execute a digital deployment plan to solve digital marketing problems.
• Integrate digital initiatives with an overall marketing plan, as well as other digital marketing efforts, including websites, search,
e-mail, social media, and mobile campaigns, and various online promotions.
• Conduct consumer research in order to produce effective search, e-mail, social, and mobile campaigns, a cost-effective means of
generating leads, increasing sales, and enhancing CRM programs.
• Target and deliver smart marketing messages to on-the-go and digital media savvy audiences.
• Achieve better results in digital spending, and show the exact return on marketing investment.
This advanced certificate, now offered both on-site and online, can be earned intensively in one semester or as a self-paced program
over a few semesters, and is awarded to students who complete six courses—three required, two core, and one elective. Students without a strong marketing foundation (at least two years of experience or completion of the marketing fundamentals certificate) should
enroll in two of the marketing elective courses prior to beginning studies in this program.
REQUIRED COURSES
Digital Strategy: Creating
Synergy in Your Marketing Program/
DMMK1-CE9505 (page 8)
Web Analytics: Integrating
Website and E-mail Data for
Effective Digital Marketing Programs/
DMMK1-CE9504 (page 10)
Strategic Search Engine Marketing
Campaign Planning and Execution/
DMMK1-CE9508 (page 9)
CORE COURSES (Choose two)
Social Media Marketing Analytics/
DMMK1-CE9947 (page 9)
Examining Social Media Networks for
Brand Value/DMMK1-CE8110 (page 9)
Content Development
Strategies for Digital Marketing/
DMMK1-CE8119 (page 8)
Search Engine Optimization (SEO)/
DMMK1-CE8125 (page 9)
From Blogs to Buzz—How to Use
New Media and Influenced-Based
Marketing/DMMK1-CE8223 (page 9)
Internet Copywriting/
DMMK1-CE9035 (page 3)
E-mail Marketing: Integrating Social
Media and Mobile Marketing for
Optimal Campaign Results/
DMMK1-CE9221 (page 9)
Internet Marketing Strategies/
DMMK1-CE9229 (page 10)
Mobile Marketing: Reaching the Third
Screen/DMMK1-CE9509 (page 9)
Advanced Web Analytics
Using Omniture SiteCatalyst/
DMMK1-CE9511 (this page)
MMeets at NYU Midtown Center, 11 W. 42nd St.
H Consult an advisor before registering.
11
WEB: SCPS.NYU.EDU
E-MAIL: [email protected]
Advanced Social Media Marketing/
DMMK1-CE9690 (page 9)
Developing Online Videos for Digital
Marketing/DMMK1-CE9837 (page 10)
Developing, Marketing, and Analyzing
Mobile Apps and Platforms/
DMMK1-CE9942 (page 9)
Media Planning, Buying, and Analysis/
MADV1-CE9034 (page 5)
Internet Market Research/
MRSH1-CE8102 (page 10)
ELECTIVES (Choose one)
DIGITAL MARKETING ELECTIVES
Mobile Marketing for the Small to
Medium-Sized Business: Planning,
Execution and Monetization/
DMMK1-CE9978 (page 9)
The Digital Idea/
DMMK1-CE9979 (page 8)
Digital Marketing Strategy and
Execution Summer Intensive/
DMMK1-CE8108 (summer 2012)
An Introduction to Interactive
Marketing/DMMK1-CE8221 (page 10)
Social Media Marketing Strategy and
Execution Summer Intensive/
DMMK1-CE8225 (summer 2012)
Web 3.0—What’s Next: Strategies to
Attract, Retain, and Monetize Web
Traffic/DMMK1-CE8226 (page 10)
Narrowcasting: Using Digital Media for
Selective Marketing and Advertising/
DMMK1-CE9050 (2012)
New Leadership Lessons for a Digital
World/DMMK1-CE9132 (2012)
Word-of-Mouth Marketing
Strategies and Techniques/
DMMK1-CE9501 (2012)
Developing Online
Promotions That Get Results/
DMMK1-CE9502 (page 10)
Digital Entertainment,
Marketing, and Advertising/
DMMK1-CE9507 (page 8)
The Politics of Digital Advertising/
DMMK1-CE9943 (page 65)
Social Media and Event Public Relations
Strategies/MEEM1-CE9566 (page 8)
PR 2.0: Using Social Media
Channels to Actively Engage
Customers and Their Communities/
PRAV1-CE8109
MARKETING ELECTIVES
Marketing, Digital, or Public
Relations Internship Program/
MKFD1-CE9220 (page 3)
Strategies for Delivering Effective
Marketing or PR Presentations/
MKFD1-CE9597 (page 3)
Corporate Branding Best Practices/
MKMG1-CE9219 (page 1)
Customer Acquisition,
Retention, and Win-Back Strategies/
MKMG1-CE9277 (page 1)
The Marketing Plan: Its Essential Role in
Marketing/MKSB1-CE9143 (page 5)
Analyzing Consumer Behavior/
MRSH1-CE9241 (page 4)
Data Analytics, Interpretation, and
Reporting/MRSH1-CE9283 (page 4)
Note: This certificate has been revised.
Students who began this certificate prior to
fall 2011 have four years to complete the certificate according to the requirements in the
NYU-SCPS Bulletin from the semester in
which they began the program.
See page 13 for certificate requirements and benefits.
SCPS.NYU.EDU/MARKETING
CERTIFICATE IN MARKETING
Marketing is essential—no business today can exist without it. This certificate guides you through the dynamics of marketing and shows you how to apply its principles to the practical working environment. The curriculum covers the difference between marketing and sales; brand building; reviving ailing consumer products and services, and launching new ones;
media costs and response measurements; and the role of database information. These are just a few of the many topics covered in a program centered on one of the specializations
below. The skills acquired in this program can be adapted to an agency, client, nonprofit organization, government or educational environment, or your own business.
Upon completion of the program, students have the ability to:
• Understand the fundamentals of the sales and marketing mix—product, price, distribution, and promotion of goods and services.
• Develop marketing strategies and write marketing plans and campaigns.
• Use customer data for a better marketing program.
• Perform a SWOT analysis on products and services.
• Apply marketing concepts to niche areas of marketing and to different industries.
• Develop sales strategies and improve sales techniques.
• Analyze the marketing environment and solve marketing challenges.
This certificate is awarded to students who successfully complete six courses—four from a chosen concentration
and two electives from the Marketing: Digital Marketing and Advertising section of the Bulletin.
CONCENTRATIONS
Students must choose one of the following
concentrations. Each requires the completion
of four courses selected according to the
following criteria.
MARKETING FUNDAMENTALS
Complete these three courses:
Marketing Principles and Practices/
MKFD1-CE9247 (page 2)
The Marketing Plan: Its Essential Role
in Marketing/MKSB1-CE9143 (page 5)
Marketing Communications Writing/
MKWG1-CE9152 (page 3)
And one of these research courses:
Marketing Research/
MRSH1-CE9140 (page 4)
Internet Market Research/
MRSH1-CE8102 (page 10)
MARKETING RESEARCH
Complete these two courses:
Data Analytics, Interpretation, and
Reporting/MRSH1-CE9283 (page 4)
Analyzing Consumer Behavior/
MRSH1-CE9241 (page 4)
And two of these courses:
Marketing Research/
MRSH1-CE9140 (page 4)
Internet Market Research/
MRSH1-CE8102 (page 10)
The Manager’s Guide to Smart Market
Research/MRSH1-CE9144 (2012)
Strategic Marketing Research:
Driving Strategies and Campaigns/
MRSH1-CE9280 (page 4)
The New Trends, Principles, and
Practices of Market Research Strategy
Planning/MRSH1-CE8126 (2012)
ENTERTAINMENT AND
EVENTS MARKETING
Note: The Entertainment and Events
Marketing concentration is no longer being
offered to new students. Those currently pursuing this concentration must complete the
certificate by summer 2012 according to the
requirements in the Bulletin from the semester
in which they began the program. Students
may apply these courses to the new Marketing
Specialty concentration.
MARKETING STRATEGY
AND BRANDING
INTEGRATED MARKETING
COMMUNICATIONS
Complete these two courses:
Complete four of these courses. It is strongly
recommended that students without any marketing or integrated marketing experience
take Integrated Marketing Commun­ications/
MIMC1-CE9212.
Positioning and Brand Development/
MKSB1-CE9255 (page 5)
The Marketing Plan: Its Essential Role
in Marketing/MKSB1-CE9143 (page 5)
And one of these strategy courses:
Strategic Marketing Management/
MKSB1-CE9235 (page 4)
Strategic Planning for Marketers/
MKMG1-CE9941 (page 1)
Crushing the Competition: Using
Strategic Marketing Management
for Competitive Advantage/
MKSB1-CE9240 (page 4)
And one of these brand courses:
Brand Management Marketing/
MKSB1-CE9028 (page 4)
Building the Brand Experience/
MKSB1-CE8975 (page 5)
Marketing Consumer Packaged Goods/
MKFD1-CE9948 (page 4)
ADVERTISING MANAGEMENT
Complete two of these courses:
Advertising Fundamentals/
MADV1-CE9008 (page 5)
Strategic Planning for Marketers/
MKMG1-CE9941 (page 1)
Media Planning, Buying, and Analysis/
MADV1-CE9034 (page 5)
And one of these creative courses:
Creative Strategy: Behind the Words and
Images/MADV1-CE9031 (page 5)
Creative Concept Development and
Execution/MADV1-CE9049 (page 5)
Managing the Creative Mind:
In Search of the Big Idea/
MKFD1-CE9427 (2012)
And one of these writing courses:
Advertising Copywriting/
MADV1-CE9032 (page 5)
Integrated Marketing Communications/
MIMC1-CE9212 (page 6)
Product Integration Within TV
and Internet Programming/
MIMC1-CE9037 (page 6)
An Introduction to Interactive
Marketing/DMMK1-CE8221 (page 10)
Internet Marketing Strategies/
DMMK1-CE9229 (page 10)
Advertising Fundamentals/
MADV1-CE9008 (page 5)
Events Marketing/
MEEM1-CE9296 (page 6)
Sponsorship: Everything You
Need to Know to Do It Well/
MEEM1-CE9595 (page 6)
Strategies for Delivering Effective
Marketing or PR Presentations/
MKFD1-CE9597 (page 3)
Strategic Planning for Marketers/
MKMG1-CE9941 (page 1)
Marketing Communications Writing/
MKWG1-CE9152 (page 3)
Proposals That Win: Conception,
Writing, and Execution/
MKWG1-CE9652 (page 4)
Analyzing Consumer Behavior/
MRSH1-CE9241 (page 4)
MARKETING SPECIALTY
Complete two of these courses:
Strategic Planning for Marketers/
MKMG1-CE9941 (page 1)
Analyzing Consumer Behavior/
MRSH1-CE9241 (page 4)
The Marketing Plan: Its Essential Role
in Marketing/MKSB1-CE9143 (page 5)
Advanced Copywriting: Building
Content for Your Portfolio/
MADV1-CE8127 (page 5)
TO REGISTER: (212) 998-7150 OR SCPS.NYU.EDU
And two of these courses:
Digital Entertainment,
Marketing, and Advertising/
DMMK1-CE9507 (page 8)
Entertainment Marketing/
MEEM1-CE9605 (page 5)
Entertainment, Cultural, and
Personality-Driven Public Relations/
PRAV1-CE9396
Music Marketing/
MEEM1-CE9591 (2012)
Entertainment Law/
MEEM1-CE9560 (2012)
Events Marketing/
MEEM1-CE9296 (page 6)
Social Media and Events PR Strategies/
MEEM1-CE9566
Sponsorship: Everything
You Need to Know to Do It Well/
MEEM1-CE9595 (page 6)
Healthcare Marketing/
MSTY1-CE8234 (page 7)
Pharmaceutical Marketing and PR/
MSTY1-CE9688 (page 7)
Fashion Marketing and Public
Relations/MSTY1-CE8235 (page 7)
Marketing Luxury Products and Brands/
MSTY1-CE8236 (page 7)
Professional Services Marketing and
PR/MSTY1-CE9225 (page 6)
Financial Services Marketing/
MSTY1-CE9261 (page 7)
E-Tailing: Managing, Building,
Developing E-Commerce Sales
Environments/MRET1-CE8264 (page 7)
ELECTIVES
The remaining two courses must be selected
from the Marketing: Digital Marketing and
Advertising section of the Bulletin.
Note: This certificate has been revised.
Students who began this certificate prior to
fall 2011 have four years to complete the certificate according to the requirements in the
NYU-SCPS Bulletin from the semester in
which they began the program.
See page 13 for certificate requirements and benefits.
FOR MORE INFORMATION: (212) 998-7200
12
GENERAL INFORMATION
Certificate Programs:
Requirements and Benefits
NYU-SCPS certificate programs provide
knowledge and essential skills in specific
fields and are taught by highly qualified
faculty with in-depth experience in their
subject areas. Certificates are comprised
of courses that do not carry credit and are
not state-reviewed.
To receive an official certificate, students
must declare their candidacy before the start
of the fourth certificate course for which
they enroll. Certificate candidacy entitles
students to important benefits detailed on
this page. To apply for certificate candidacy,
use the Application for Certificate Candidacy
on page 187. There is a non-refundable
one-time $100 application fee.
Students are welcome to take as many
individual courses from a certificate program as they wish but will not receive an
official certificate or be eligible for the
benefits detailed below unless they apply
for candidacy. Undeclared students may
request a transcript showing course completion and grades, but that transcript will
not indicate certificate completion.
Certificate Requirements
• NYU student photo ID, which confers
the following privileges while students
are enrolled in course(s) applicable to
the certificate:
° Access to NYU Libraries.
° NYU Computer Store educational
discount pricing.
° Access to the Kimmel Center for
University Life.
• Invitations to NYU-SCPS events.
• Invitations to career workshops and
related resources.
• Upon completion of certificate program,
$100 discount voucher toward an
NYU-SCPS course (valid for one year).
Certificate Requirements
• Certificate declaration is required before
the start of the fourth applicable course.
A one-time, nonrefundable, $100 application fee is required.
• Students have up to four years to complete a certificate from initial date of
registration.
• An official certificate is available upon
completion of all courses if an overall
B average or above is maintained and
candidacy has been declared. Students
must request their certificate online at
scps.nyu.edu/certificate.
• Certificate candidacy may be revoked if
academic performance is not maintained.
• The NYU-SCPS transcript of declared candidates will identify certificate completion.
• Certificate candidacy may be revoked if
student conduct policies are not adhered to.
• There is a one-time $5 fee for the NYU
student photo ID card. The card is active
for the entire semester in which a registered student is enrolled in an approved
certificate course and is deactivated
when the student is not enrolled in an
applicable course.
• Students must satisfy the certificate program requirements listed in the Bulletin
published for the term in which they
register for the first course toward the
certificate.
• Program administrators may authorize in
writing substitutions of specified courses
in individual situations (maximum of one
substitution for a four-course certificate;
two substitutions for a certificate requiring five or more courses).
• Regular class attendance is required in
order for a course to be applied toward
a certificate program.
• Students may complete more than one
certificate in a given term but, for administrative purposes, each certificate will be
issued and dated in separate terms.
• Courses taken at NYU-SCPS may be
applied to fulfilling the requirements of
only one certificate program. No transfer
work or waiver of the total number of
courses required is permitted.
• The name printed on the certificate will
match the name on the student’s NYU
transcript.
• Certificates offered through the
International Institute for Learning
(IIL) and the Dalton Education certificate program in financial planning do
not require declaration.
• Approval for exception to any of the above
requirements must be obtained in advance in writing from the program office.
Certificates are highlighted throughout
this Bulletin in their respective subject areas,
where the specific requirements and course
sequences are outlined.
A comprehensive alphabetical listing of
all certificate programs can be found in the
Bulletin index.
Note: Departments may es­tablish more
stringent requirements for their programs.
Check individual listings for details.
ID Cards
NYU-SCPS students enrolled in degree
or diploma programs and declared professional certificate candidates are issued
NYU photo ID cards. Students enrolled in
courses, seminars, and conferences, or with
undeclared status in a certificate program,
are issued a Building Access Pass that
provides access to classroom buildings.
Replacements for lost NYU photo ID
cards can be obtained at the NYU Card
Center, 383 Lafayette St. One piece of
photo ID is required to get a replacement
card. The fees for replacements are $15 for
the first replacement; $50 for the second;
and $75 for the third.
Information Services
The NYU-SCPS information line,
(212) 998-7200, is open Mon.–Thurs.,
9 a.m.–7 p.m.; Fri., 9 a.m.–5 p.m. We
are available to answer inquiries about the
School and its programs. If you would like
to be added to our mailing list for future
Bulletins, call (212) 998-7200.
You may also obtain schoolwide general
information or request a Bulletin on our
website at scps.nyu.edu, or by e-mailing your
name and address to [email protected].
Noncredit Changes,
Withdrawals, and Refunds
Additions (added courses) to your nondegree program may be made by telephone,
fax, mail, online, or in person.
Program changes (drop/adds) may be
made via the Web, in person, or by fax.
Withdrawals. Students who wish to
withdraw from, or for any reason find it
impossible to complete, a noncredit course
should officially withdraw. Requests to
withdraw (drops only) from noncredit
courses can be made online anytime at
scps.nyu.edu/drop; up until one day before
the course start date via ALBERT, the
NYU student information services website;
by mail, Office of Noncredit Student
Services, NYU School of Continuing
and Profess­ional Studies, P.O. Box 1206,
Stuyvesant Station, New York, NY 100099988; by fax, (212) 995-3060; or in person,
7 East 12th Street, 1st Floor..
Ceasing to attend a class does not constitute official withdrawal, nor does notification to the instructor. Cancellation of
payment does not constitute withdrawal, nor
does it reduce indebtedness to the University;
in this case, a penalty of $25 for late payment and $10 for stop-payment (subject to
change without notice) must be charged.
Students of any other NYU school must
withdraw from NYU-SCPS courses
through NYU-SCPS.
Refund Policy. Refunds are computed
based on the date and time the written or
electronic notice of withdrawal is received
by the Office of Noncredit Student Services.
In addition, refunds for noncredit courses
and seminars are based on the number of
class sessions for the course that have met
between the time of registration and withdrawal. Course withdrawal does not necessarily entitle a student to a refund—nor to
a cancellation of tuition still due.
The refund schedule is as follows:
For noncredit courses (containing
the designation “CE”) and seminars
(containing the designation “CS”):
1. Student withdraws prior to the first
session—100 percent refund.
2. For courses with six or more sessions—75 percent refund if the student
withdraws before the third scheduled
session. No refund thereafter.
3. For courses with four or five sessions—60 percent refund if the student
withdraws before the third scheduled
session. No refund thereafter.
4. For courses with one to three sessions—
no refund is given after the first scheduled session.
For conferences (prefix “SCPS”):
Procedures and policies for refunds vary
by department.
For online courses: Refunds for online
courses are calculated differently from
on-site courses. Students are eligible for
a 100 percent tuition refund if they withdraw from the course before the official
start date. Students are eligible for a 60
percent tuition refund if they withdraw
from the course before having logged into
the course four times or within the first
two weeks of the course. After the fourth
login, or the second week, students are not
eligible to receive any tuition refund for
courses taken through NYU-SCPS.
Noncredit Registration Fees
For noncredit courses that contain the
designation “CE” or “CS,” the registration
fee is either $10 or $20, depending on the
total cost of the course or courses for which
you apply. If the total of your tuition is $99
or less, your registration fee is $10. If the
total of your tuition is $100 or more, the
fee is $20. The maximum $20 registration
fee is pay­able only once each semester, no
matter how many times you add courses.
Regis­tration fees are nonrefundable.
Note: This fee schedule does not apply to
programs requiring Credit Registration.
R
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G
I
S
T
R
A
T
I
O
N
F
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(LAST)
(FIRST)
NYU STUDENT ID NO.
(MIDDLE INITIAL)
MR.
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HOME ADDRESS (STREET)_________________________________________________________________
APT. NO.���������������
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PRIORITY CODE
B20
Registration, Fall Term, 2011. MAIL TO: SCPS Noncredit Student Services, New York University, PO Box 1206, Stuyvesant Station,
New York, NY 10009-9988. Mail registrations are accepted throughout the semester for late-starting courses; mail registrations must be
postmarked two weeks before the course start date. REGISTER EARLY FOR BEST COURSE SELECTION.
PRINT NAME
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BIRTH DATE
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NO
IF NO, DATE LAST ATTENDED
HIGHEST EDUCATIONAL LEVEL (CHECK ONE)
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Note: Please provide an e-mail address and/or telephone number so that NYU-SCPS can notify you regarding room location or class changes.
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YES NO
FOR NEW CERTIFICATE REQUIREMENTS AND BENEFITS, VISIT SCPS.NYU.EDU/CERTIFICATE.
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NONREFUNDABLE REGISTRATION FEE (see below to calculate)*
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MONTHYEAR
TUITION + REGISTRATION FEE=TOTAL
*Registration fees: $10 on $99 total tuition, $20 on totals of $100 and above (regardless of number of courses for which you are registering).
Please answer these optional questions about your place of business if you wish to be kept informed of corporate and free events.
YOUR NAME������������������������������������������������������������������������������������������������������������
DAYTIME TELEPHONE NUMBER (
YOUR TITLE�������������������������������������������������������������������������������������������������������������
E-MAIL����������������������������������������������������������������������������������������������������������������
YOUR DIVISION OR DEPARTMENT���������������������������������������������������������������������������������������������
TYPE OF BUSINESS________________________________________________________ NUMBER OF EMPLOYEES���������������������������
COMPANY NAME���������������������������������������������������������������������������������������������������������
DOES YOUR COMPANY OFFER TUITION REIMBURSEMENT?���������������������������������������������������������������������������
COMPANY ADDRESS������������������������������������������������������������������������������������������������������
FULL CITY___________________________________________________________ STATE_ ______________ ZIP��������������������������������
MUST BE JOB-RELATED )�����������������������������������������������������������������������������������
PARTIAL CHECK ANY RESTRICTIONS THAT APPLY:
CREDIT ONLY OTHER�������������������������������������������������������������������
USE THIS FORM TO REGISTER.
REGISTER EARLY FOR THE BEST SELECTION OF COURSES:
HERE ARE ANSWERS TO SOME
COMMONLY ASKED QUESTIONS:
WEB
WHAT INFORMATION DO I NEED TO REGISTER BY PHONE?
You can register for courses online at scps.nyu.edu. Online registration requires payment by credit card. Consult the
inside front cover of this Bulletin for complete information.
• Course title, course number, and course section.
• Your mailing address, e-mail address, and telephone number.
• Your credit card (Visa®, MasterCard®, American Express®, or Discover® card).
MAIL OR FAX
1Use the Registration Form to register for noncredit courses with course numbers that contain the designation
“CE” and for seminars that contain the designation “CS.” Do not use this form to register for credit courses
(courses that contain the designation “DC” or “GC”), conferences (prefix “SCPS”), or courses in the American
Language Institute (ESL courses).
2 Find the course(s) you want to register for and note:
• Course title
• Course number and section
• Days and hours of the course • Course fee
Transfer this information to the registration form.
3Type or write clearly and make sure you copy your credit card information accurately.
Mistakes can delay your registration.
4Be sure to include your phone number and e-mail address so that we may contact you if there are any questions.
5Place the registration form in the postage-paid envelope provided or fax the form to (212) 995-3060.
TELEPHONE
1For your convenience and to have a written record for yourself, fill out the course information section of
the registration form before you call.
2 Have your credit card handy.
3 Note the code in the upper right corner of the registration form; the registration operator will ask you for it.
4Call (212) 998-7150 if you know the course you would like to take. If you have questions about course
curriculum, a certificate, or your registration, please call (212) 998-7200.
WHAT ABOUT LATE FEES?
There are no late fees for noncredit courses. But remember to register early for best course selection and availability.
HOW DO I DROP OR ADD COURSES?
You may drop a course by mail or in person (7 East 12th Street, 1st Floor, New York, NY 10003); online anytime at
scps.nyu.edu/drop; and up until one day before the course start date via ALBERT, the NYU student information services
website (instructions for accessing ALBERT are sent upon registration); or by fax (212-995-3060). Please consult our
refund policy in the Registration section of this Bulletin for drops made after the start of class. You may add a course
online or in person.
MAY I USE A COMPANY VOUCHER TO PAY FOR MY CLASS?
Yes, as long as your company does not qualify payment based upon completion of coursework with a passing
grade. We accept purchase orders, vouchers, and letters of authorization as payment for tuition in credit and
noncredit courses. Please send the voucher with your registration.
WHERE CAN I LEARN ABOUT NEW PROFESSIONAL CERTIFICATE DECLARATION REQUIREMENTS?
Our professional certificate programs include new requirements and benefits. Students intending
to pursue a certificate must declare their candidacy. For details, visit scps.nyu.edu/certificate.
CAN I CONTACT NYU WITH QUESTIONS BEFORE I REGISTER?
Yes. If you need more information or have questions about a course or certificate, we are available via e-mail
at [email protected], or by phone (see the General Information section of the Bulletin for contact information).