College of Business > Academics > Department of Marketing > Graduate Programs > Marketing (MBA) > Concentration Requirements

Concentration Requirements

The Marketing MBA will help you sharpen your skills in four key areas: market research, category management, business development and digital marketing. You can specialize in one area or combine areas to further enhance your skill set. The program will provide you with the knowledge and skills necessary to identify and develop programs and products that meet customer needs, and it will prepare you for assuming and successfully discharging managerial responsibilities in marketing or marketing-related positions.

Highlights

In this program you can choose to focus on a variety of practical advanced marketing skills, including the ability to:

  • Develop and conduct targeted market research, which will boost your interviewing and survey creation skills while you use advanced statistics to analyzing small data sets.
  • Coordinate syndicated data from various sources and use it to develop marketing plans for your business or industry.
  • Translate research data into real-world business decisions.
  • Thoroughly understand category management and how it helps to make better purchasing and pricing decisions.
  • Develop marketing plans that work in a multicultural market to support global new business development and expansion.
  • Advance key skills in digital marketing and online consumer research.

Concentration Requirements

Course Requirements

The concentration in Marketing requires the following four courses:

Course Title Quarter Hours
MKT 535MARKETING STRATEGIES AND PLANNING4
Select a minimum of three additional graduate-level marketing courses 112
1Not including MKT 555 MARKETING MANAGEMENT.

Students may take additional graduate-level marketing courses as electives and are encouraged to consult with department faculty for course recommendations.

You can focus on one area of interest or take a broad array of classes to enhance your skills.

Here are some suggested courses for specific areas of interest. If you have some other topics in mind, a faculty member or advisor can help you choose the best courses to match your interests.

Brand Management

Course Title Quarter Hours
MKT 541
BRAND MANAGEMENT
MKT 542
BRAND CULTURE
MKT 545
CONSUMER BEHAVIOR
MKT 575
ADVERTISING AND SALES PROMOTION
MKT 582
CATEGORY MANAGEMENT

Business Development

Course Title Quarter Hours
MKT 550
BUSINESS TO BUSINESS MARKETING
MKT 577
LEADING BUSINESS DEVELOPMENT
MKT 578
SALES STRATEGY & TECHNOLOGY
MKT 582
CATEGORY MANAGEMENT

Consumer Insights 

Course Title Quarter Hours
MKT 525
MARKET RESEARCH
MKT 526
ADVANCED MARKET RESEARCH
MKT 529
PRECISION MARKETING
MKT 534
ANALYTICAL TOOLS FOR MARKETERS
MKT 545
CONSUMER BEHAVIOR
MKT 570
SERVICE DESIGN AND PATIENT EXPERIENCE
MKT 798
SPECIAL TOPICS (PREDICTING CONSUMER CHOICE BEHAVIOR)

Digital Marketing

Course Title Quarter Hours
MKT 595
INTERNET AND INTERACTIVE MARKETING
MKT 798
SPECIAL TOPICS (SOCIAL MEDIA MARKETING)
MKT 798
SPECIAL TOPICS (MULTI-CHANNEL MARKETING)

Global Marketing

Course Title Quarter Hours
MKT 557
INTERNATIONAL MARKETING
MKT 558
MARKETING ACROSS CULTURES: A GLOBAL PERSPECTIVE
MKT 559
EMERGING MARKETS
IB 750
INTERNATIONAL BUSINESS SEMINAR I

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