Marketing Concentration

The career outlook for advertising, promotions, and marketing managers is predicted to grow 10 percent from 2016 to 2026, while opportunities for market research analysts will grow by a staggering 23 percent, much faster than the average for all occupation (Source: U.S. Bureau of Labor Statistics, Occupational Outlook Handbook).

Successfully marketing goods and services is essential for companies seeking to establish, maintain, and grow their market share. An MBA with a specialization in Marketing prepares students for a variety of marketing, marketing-related and even non-marketing specific positions, such as consulting, starting a small business.

Students who pursue a Marketing specialization select courses from the list below, or other approved Special Topics courses to fulfill the 12 credit (4 course) elective requirement. Elective course offerings vary by semester. Courses may be offered online or on-campus.

*Certain specializations may vary in cost and schedule from the enrolled program (e.g. some specializations may be only available online or require class attendance outside of the regularly scheduled program times, such as on the weekends).

Brand and Reputation Management (MAR 6933)

Examines both brand and reputation theory and practice. Focuses on the management of brand equity (i.e. the added value endowed to a brand as a result of past marketing activities) and how managers can gain competitive advantage by differentiating their product and service offerings and their organizations. Covers how to develop a brand strategy, how to design and implement brand management tactics, how to measure and interpret brand performance, and how to grow and sustain brand equity.

Digital Marketing (MAR 6933)

Introduces students to applied digital marketing including Web Design, Web Analytics, SEO (off site/on site), Paid Search, Online Advertising, Email Marketing, Social Media and Reputation Management. Discusses strategies for improving the online presence of any company or person.

Global Marketing (MAR 6158)

Emphasizes applied research and analysis, the Internet, and economic geography. Discusses evaluating consumer and competitive research to determine which segments to target. Addresses elements of global marketing strategy such as prices, distribution, and promotion and implementation.

Advertising and Personal Selling (MAR 6933)

Explores the deep inner workings of the advertising field and the of the art of persuasion. Examines advertising as an art, science and skill set and presents related skills of developing and promulgating a following and establishing your presence in an organization.

Marketing Research Methods (MAR 6616)

Overviews marketing information systems concepts, marketing research techniques, and decision theory applications to marketing problems.

B2B Marketing Strategy (MAR 6456)

Examines the marketing of goods and services to organizations. Provides an in-depth understanding of issues such as product development, pricing, and buyer behavior.

Developing and Marketing Innovations (MAR 6837)

Covers the key challenges encountered in developing an innovation and creating its marketing plan. Prepares students to undertake leadership roles as managers or entrepreneurs in the area of product/service innovation.

Strategic Brand Management (MAR 6916)

Focuses on the management of brand equity, i.e., the added value endowed to a brand as a result of past marketing activities. Covers how to develop a brand strategy, how to design and implement brand management tactics, how to measure and interpret brand performance, and how to grow and sustain brand equity.

Analytics for Marketing Decisions (MAR 6933)

Provides an introduction to marketing analytics. Overviews various tools for generating marketing insights from empirical data in such areas as segmentation, targeting and positioning, satisfaction management, customer lifetime analysis, customer choice, and product and price decisions using conjoint analysis.

Market Research & Digital Analytics (MAR 6933)

Explores the fundamentals of market research and provides information on the steps used by professionals when conducting market research, including defining the research objective, qualitative and quantitative research, data analysis and communicating results, with a focus on digital data intelligence. Teaches application of tools and techniques of digital marketing analytics and the uses of big data. Prepares students to conduct professional-level research needed in today’s business environments and identify the usefulness of research conducted by others.