COURSE CURRICULUM

The Bachelor of Science in Marketing at Rochester Institute of Technology is a structured four-year program that combines core business education with specialized training in digital marketing, consumer behavior, and marketing analytics to prepare students for careers in modern, data-driven marketing environments. In the first year, students build a foundation in business and analytical skills through courses such as Financial Accounting, Principles of Microeconomics and Macroeconomics, Information Systems & Technology, Applied Calculus, and introductory business communication and planning, along with general education requirements including writing and electives. The second year expands students’ knowledge of business and marketing fundamentals with courses like Financial Management, Principles of Marketing, Statistics I and II, Organizational Behavior, Data Literacy and Decision Making, and Digital Marketing, helping students develop both technical and communication skills. In the third year, the curriculum becomes more specialized with courses such as Consumer Behavior, Marketing Analytics, Business Ethics and Corporate Social Responsibility, and Operations Management, alongside marketing electives and immersion courses that deepen analytical and strategic thinking. Students also complete a required marketing co-op experience, giving them real-world exposure to industry practices. In the final year, students complete a Marketing Strategy capstone course that integrates their learning into a comprehensive marketing plan, supported by additional electives, strategic management, and general education courses to broaden their academic perspective. Overall, the Marketing program at Rochester Institute of Technology prepares students to succeed in competitive marketing careers by equipping them with a strong mix of business knowledge, digital tools, analytical skills, and strategic thinking abilities needed in today’s global marketplace.