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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. 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 E G I S T R A T I O N F O (LAST) (FIRST) NYU STUDENT ID NO. (MIDDLE INITIAL) MR. MS.������������������������������������������������������������������������������������������������������� HOME ADDRESS (STREET)_________________________________________________________________ APT. NO.��������������� M 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 R BIRTH DATE FIRST ATTENDANCE AT NYU-SCPS? YES N NO IF NO, DATE LAST ATTENDED HIGHEST EDUCATIONAL LEVEL (CHECK ONE) CITY_________________________________________________STATE___________________ZIP��������������������������� E-MAIL������������������������������������������������������������������������������������������������������� HOME TELEPHONE ( )______________________________ WORK TELEPHONE ( )�������������������������������� Note: Please provide an e-mail address and/or telephone number so that NYU-SCPS can notify you regarding room location or class changes. HIGH SCHOOL COUNTRY OF CITIZENSHIP ATTENDED COLLEGE U.S. FOUR-YEAR COLLEGE GRADUATE GRADUATE STUDIES OTHER (PLEASE SPECIFY)������������������������������������������������������������������������ DO YOU PLAN TO PURSUE A PROFESSIONAL CERTIFICATE? YES NO FOR NEW CERTIFICATE REQUIREMENTS AND BENEFITS, VISIT SCPS.NYU.EDU/CERTIFICATE. WHAT CERTIFICATE ARE YOU PLANNING TO PURSUE?�������������������������������������������������������������������������������������� Check this box if you do not want your e-mail address or telephone number to be used for marketing purposes. COURSE/SEMINAR NUMBER SECTION NUMBER TITLE OF COURSE/SEMINAR (ABBREVIATE) TUITION AND FEES DAYS HOURS I ENCLOSE CHECK OR MONEY ORDER FOR TOTAL SHOWN I HEREBY AUTHORIZE USE OF MY CREDIT CARD SIGNATURE��������������������������������������������������������������������������������������������������������������������� NO.��������������������������������������������������������������������������������������������������������������������������� NONREFUNDABLE REGISTRATION FEE (see below to calculate)* Discover® CARD MASTERCARD® VISA® AMERICAN EXPRESS® EXPIRES ������������������������������������������������������� 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).