MBA Marketing curriculum

Operating in the global marketplace

In a global marketplace, today’s marketing professionals must understand the unique challenges of serving domestic and foreign markets and how to convey messages effectively to consumers throughout the world. Evolving channels of communication presented by social media and artificial intelligence have changed the traditional tactics used in marketing. Career opportunities range widely, including marketing management, new product development, entrepreneurial marketing and business-to-business marketing.

Your MBA with string marketing electives provides you with skills for building a career as a marketing professional in a number of different capacities – marketing management with a corporation or entrepreneurial venture, new product development or product management, or consulting.

Marketing Management

The marketing manager handles communication and relationships with the company’s customers and partners. Marketing managers may oversee traditional communication and promotion, as well as direct digital marketing campaigns. In business-to-business firms, marketing managers work with the sales force to help them be as effective as possible.

Elective courses:

  • MBAX 6330: Market Intelligence
  • MBAX 6300: Integrated Marketing Communications
  • MBAX 6310: Brand/Marketing Strategy
  • MBAX 6450: Supply Chain Management
  • MBAX 6380: Consumer Decision Making

Product Development

Marketing professionals play at least two important roles in new product development. The first involves defining unmet needs in the marketplace and recognizing the match between those needs and the firm’s capabilities - creating product road maps or establishing feasibility.

The second role, product manager, is involved in the development of a specific product or service. Product managers work with cross-functional teams to develop products and manage the process of upgrading and improving them.

Elective courses:

  • MBAX 6330: Market Intelligence
  • MBAX 6360: New Product Development
  • MBAX 6350: Digital Marketing
  • MBAX 6380: Consumer Decision Making
  • MBAX 6440: Project Management
  • MBAX 6530: Negotiating and Conflict Management

Consulting

An MBA associate at a marketing agency or consulting firm will work in client services or account services. Associates work with clients on innovation, branding, or other marketing strategy issues; they design and execute qualitative and quantitative market research studies; they help clients with their pricing and distribution strategies. The work at these types of firms is challenging, fast-paced, and varied.

Elective courses:

  • MBAX 6330: Market Intelligence
  • MBAX 6300: Integrated Marketing Communications
  • MBAX 6310: Brand/Marketing Strategy
  • MBAX 6360: New Product Development
  • MBAX 6380: Consumer Decision Making
  • MBAX 6440: Project Management
  • MBAX 6540: Consulting Skills

Marketing coursework for other career options

Entrepreneurship

  • MBAX 6330: Market Intelligence
  • MBAX 6360: New Product Development
  • MBAX 6350: Digital Marketing
  • MBAX 6380: Consumer Decision Making

Real Estate

  • MBAX 6330: Market Intelligence
  • MBAX 6300: Integrated Marketing Communications
  • MBAX 6380: Consumer Decision Making

MBA Marketing - electives

  • MBAX 6120 Entrepreneurial Marketing
  • MBAX 6300 Marketing Communications
  • MBAX 6310 Marketing Strategy
  • MBAX 6330 Market Intelligence
  • MBAX 6350 Digital Marketing
  • MBAX 6360 New Product Development
  • MBAX 6380: Consumer Decision Making

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