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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. All candidates for the Concentration will have completed the core Marketing courses in the Two-Year, One-Year, Evening and Blended Learning MBA programs. The Concentration will comprise of 9 credits and include one mandatory course (selected from Group 1, below). The 9 credits do not have to be completed in any particular order, although it is strongly recommended that at least 1 course from Group 1 be undertaken first to provide appropriate pedagogical rigor and context.

General Marketing

Group 1: Understanding Customers

Choose at least one and a maximum of two courses from the following:

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

Group 2

Choose at least three credits from the following:

Building Market Strategy

MKT7505 Strategic Market Planning (3 credits)
MKT7535 Services Marketing (3 credits)
MKT7540 Retail Strategy (3 credits)
MKT7555 Marketing High Tech Products (3 credits)
MKT7560 Global Marketing (3 credits)
EPS7574 Marketing for Entrepreneurs (3 credits) 

Implementing the Marketing Plan

MKT7500 Marketing Communications (3 credits)
MKT7537 Product Management (3 credits)
MKT7542 Digital Marketing (3 credits)
MKT7571 Building and Leading the Effective Sales Force (3 credits)
MKT7572 Brand Management
MKT9501 Strategy and Tactics of Pricing (1.5 credits)
MKT9502 Pricing in the Information Industries (1.5 credits)
MBA9502 Business Development Through Professional Selling (1.5 credits)
MKT9515 eMarketing Strategies for B2B Product Companies (1.5 credits)
MKT9565 Designing and Managing Channels (1.5 credits)

 

Optional Consideration:  Experiential Opportunity

It may be possible to have a Marketing-oriented MCFE substitute for a non-mandatory course. However, the MCFE should be predominantly Marketing and supervised by a Marketing Professor. Questions about the appropriateness of the MCFE for the marketing concentration should be discussed with the Marketing Concentration Advisor. 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)

MCFE requires approval of Marketing Concentration Coordinator or Marketing Division Chair to count toward concentration.