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ATLANTIS UNIVERSITY (AU) - BACHELORS PROGRAMS

 

Bachelor of Arts in Business Administration
Concentration in Marketing and Public Relations

Program Description
The ability to effectively market and sell a product or service is a function that sits at the core of nearly all successful businesses, resulting in significant demand for professionals who possess strong marketing skills.  Every firm, whether a manufacturer, retailer, wholesaler, or service provider, needs marketing people to discover, measure, and analyze markets; develop and manage products and services; manage sales; establish coherent pricing policies; and maintain positive customer relations.

 

The Bachelor’s degree in Marketing and Public relations taught at Atlantis University provides students with the opportunity to work on practical cases and develop the research, communication, marketing strategy, and project management skills that effective marketing and selling require. Elective courses available through our Business School enable you to focus on the fundamentals of sales and marketing, as well as to delve more deeply into areas such as marketing strategy, international marketing, customer behavior, services marketing, and public relations.


Undergraduates who select the Marketing and Public Relations specialization acquire the tools to manage product development, production, distribution, and all forms of customer communication. These students typically end up employed in marketing, sales, advertising, corporate communications, events, or public relations. The Marketing and Public Relations diploma can also function as a point of entre into other areas of the business world since marketing professionals gain an education in the general principles of business as well.

  • Program Objective
  • Coursework
  • Mission / Vision
Marketing and Public Relations Program Objective











  • Students are taught to analyze the external and internal influences on business institutions and practices.
  • Train students to identify those structures in business organizations that can be managed for productivity.
  • Ensure that students are able to distinguish the proper roles and responsibilities of executives and subordinates working in business, industry, and non-profit organizations.
  • Encourage students to use technology and other resources to remain current in the business fields of their choice.
  • Exercise the analytical and critical thinking processes of students so that they can make effective business decisions.
  • Train students to identify, analyze, and manage the sorts of legal and ethical issues that often arise in business environments.
  • Demonstrate effective written communication skills in a business environment.
  • Make sure that students who earn their diploma can   if they so desire  enter MBA or other graduate-level programs in business without further academic preparation.
Marketing and Public Relations Coursework

Program courses at Atlantis University can either be taken at our Miami, Florida campus, or online. Students working towards a Bachelor’s degree in  Marketing and Public Relations  should expect to enroll in at least some of the following career-enhancing classes: 

  • Consumer Behavior – This course analyzes consumer-purchasing behavior as it relates to the development of marketing mix programs. Economic, psychological, cultural, cognitive, and social factors are all considered.
  • Advertising and Public Relations – Offering a broad survey, this course looks at media relations, media evaluation and buying, promotions, public relations, publicity development tools, methods for improving customer satisfaction, relationship-building strategies, and ethics in advertising and public relations.
  • E-Marketing - Students will investigate how the internet has revolutionized the dynamics of buying and selling goods and services in the marketplace. Some of the specific topics covered include B2B and B2C electronic commerce, internet user characteristics, net Pro-Duct, pricing,  distribution, relationship marketing through online strategies, and the legal and ethical challenges of E-marketing.
  • International Marketing – This course provides a conceptual framework for international marketing, whether it be for exporting, or establishing a multi-national enterprise (MNE). Students will explore the development of international marketing programs, as well as some of the macro-environmental factors that play a role in decision-making in the international arena.
  • Creativity, Innovation and New Product Development – This course explores creativity and innovation as fundamental tools for marketers and small business managers.  Students learn how corporate and entrepreneurial ventures call upon these tools to introduce new products, as well as to implement and expand existing product lines.
  • Personal Selling -Students are familiarized with the challenge of developing an effective dynamic  between the salesman and customer. Techniques for selecting, training, and motivating a sales force are considered.  The relationship between personal selling and other dimensions of the marketing strategy are also analyzed.
Our Mission
The School of Business at Atlantis University is committed to ensuring that its students acquire the education and training that they will need to succeed in a global, multi-cultural, business environment.  AU is driven to create and sustain an environment of higher education that not only benefits its students, but also its distinguished professors and the business and professional community at large.

Our Vision
The School of Business at Atlantis University is guided by the vision of a solid Business School recognized for its academic excellence and effectiveness in preparing graduates to serve the business community with professionalism and integrity. AU also aspires to become more and more of a center for global business education and technology, serving as a link that connects the business arenas of Miami, South Florida, Latin America, and the rest of the world.

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