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Graduate Marketing Concentration

To help graduate students prepare for careers in marketing, the Marketing Division offers a concentration in General Marketing.  To complete a marketing concentration, students will need to complete 9-credits in courses in addition to the core Marketing courses in the Two-Year, One-Year, Evening or Blended Learning MBA program.  For 3 of the 9 credits, students are required to choose from either Marketing Research, Marketing Analytics, or Consumer Behavior.  The remaining 6 credits can be used on any of the available marketing electives.  The 9 credits do not have to be completed in any particular order.

To help guide students in choosing their electives, we have provided course bundles (see below) in specific marketing areas.  These courses have been grouped together in order to offer more in depth and knowledge in specific marketing functions.

Strategy, Research, and Value Creation

Research & Analytics

MKT7502 Innovation and Experimentation (3 credits)
MKT7505 Strategic Market Planning (3 credits)
MKT7506 Marketing Analytics (3 credits)
MKT7510 Marketing Research and Analysis (3 credits)
MKT7550 Consumer Behavior (3 credits)

Policy & Strategy 

MKT7505 Strategic Market Planning (3 credits)
MKT7510 Marketing Research and Analysis (3 credits)
MKT7555 Marketing High Tech Products (3 credits)
MKT7560 Global Marketing Management (3 credits)
MBA7570 Managing Tech Intensive Enterprise (3 credits)
MBA7541 Conscious Capitalism (3 credits)  

Pricing & Product Management

MKT7502 Innovation and Experimentation (3 credits)
MKT7505 Strategic Market Planning (3 credits)
MKT7510 Marketing Research and Analysis (3 credits)
MKT7537 Product Management (3 credits)
MKT7550 Consumer Behavior (3 credits)
MKT7555 Marketing High-Tech Products (3 credits)
MBA7570 Managing Tech Intensive Enterprise (3 credits)
MKT9501 Pricing and Strategy (1.5 credits)
MKT9502 Pricing in the Information Industries (1.5 credits)

Value Communication 

Digital & Marketing Communication

MKT7500 Marketing Communications (3 credits)
MKT7505 Strategic Market Planning (3 credits)
MKT7506 Marketing Analytics (3 credits)
MKT7510 Marketing Research and Analysis (3 credits)
MKT7542 Digital Marketing (3 credits)
MKT7550 Consumer Behavior (3 credits)

Brand Management

MKT7500 Marketing Communications (3 credits)
MKT7505 Strategic Market Planning (3 credits)
MKT7506 Marketing Analytics (3 credits)
MKT7510 Marketing Research and Analysis (3 credits)
MKT7550 Consumer Behavior (3 credits)
MKT7572 Brand Management (3 credits)

Value Delivery

Sales

MKT7505 Strategic Market Planning (3 credits)
MKT7510 Marketing Research and Analysis (3 credits)
MKT7542 Digital Marketing (3 credits)
MKT7550 Consumer Behavior (3 credits)
MKT7571 Building & Leading Effective Salesforce (3 credits)
MKT9501 Pricing Strategy (1.5 credits)
MKT9565 Designing and Managing Channels (1.5 credits)
MBA9502 Business Development Through Professional Selling (1.5 credits)

Retailing

MKT7505 Strategic Market Planning (3 credits)
MKT7506 Marketing Analytics (3 credits)
MKT7510 Marketing Research and Analysis (3 credits)
MKT7540 Retailing Management (3 credits)
MKT7550 Consumer Behavior (3 credits)

Optional Consideration:  Experiential Opportunity

MCFEs that will count for the marketing concentration are approved in advance with the graduate office for experiential learning.  Please refer to that office's list of approved offerings.

In addition to the courses listed above, we recommend that marketing concentrators supplement their Marketing coursework with relevant courses from other disciplines. These classes will not count toward the concentration but will provide valuable perspective and/or complementary skills. Some great choices include the following:

Suggested Electives that Could Complement a Marketing Concentration

ACC7502 Financial Statement Analysis for Managers (1.5 credits)
LAW7525 Branding Law for Entrepreneurs (3 credits)
ECN7550 Economic Strategy and Market Structure (3 credits)
ECN7525 Global Trade and Direct Investment: Policy and Strategy (3 credits)
FIN7502 Capital Markets (3 credits)
FIN7509 International Finance (1.5 credits)
MBA7515 Enterprise 2.0: Building Social Networks (3 credits)
MOB7170 Developing International Ventures (3 credits)
MOB7520 Corporate Strategies (3 credits)
MOB7552 Managing in Turnaround Companies (3 credits)
QTM7571 Business Intelligence and Data Mining (3 credits)
MOB7555 Product Design and Development (4.5 credits)
MOB9525 Strategies for Innovation and Growth (1.5 credits)