The digitally-focused BA in Marketing aims to equip students with the knowledge and skills to pursue careers in traditional and digital marketing and communication businesses. Students have the opportunity to learn how to devise marketing and communication plans that target new and existing audiences. The program’s full-time and adjunct faculty consists of academics and creative professionals who integrate current industry practices into their classroom to prepare students for professional marketing careers.

Successful Marketing graduates should be able to:

• Construct a strategic marketing plan.
• Assess media choices and communication campaigns according to their effectiveness with targeted consumer segments.
• Distinguish innovations from ideas based on competitiveness, consumer acceptance, scalability, and profitability.
• Design, collect information for, and analyze marketing research studies.
• Appraise marketing decisions for their adherence to brand consistency and core values.

A grade of C or better is required in all major coursework.

For students who have earned a Bachelors degree previously, Columbia offers a Second Bachelor of Arts in Marketing.

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