Operating in the global marketplace

The increasingly global marketplace, coupled with new channels of communication such as the internet and social media, have changed the traditional tactics used in marketing. Today’s practitioners must understand the unique challenges of serving foreign markets and how to convey messages effectively to consumers throughout the world.  Career opportunities range widely, including marketing management, new product development, entrepreneurial marketing and business-to-business marketing.

A marketing-focused MBA 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 6802: Pricing Strategy & Tactics

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 6802: Pricing Strategy & Tactics
  • 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 6802: Pricing Strategy & Tactics
  • 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 6802: Pricing Strategy & Tactics

Real Estate

  • MBAX 6330: Market Intelligence
  • MBAX 6300: Integrated Marketing Communications
  • MBAX 6802: Pricing Strategy & Tactics

MBA Marketing - electives

  • MBAX 6120 Entrepreneurial Marketing
    Addresses the marketing challenges that face the entrepreneur or start-up firm with a limited budget. From initially positioning the company and its products to marketing that position to key shareholders for a new venture, to establishing channels of distribution and reaching the consumer, take a specialized look at the development and implementation of a marketing plan.
  • MBAX 6300 Marketing Communications
    Marketing Communications focuses on the strategic and decision-making aspects of marketing communication from a managerial perspective. The course is designed to increase students' understanding of specific decision elements within an integrated marketing communications framework. Topics covered in the course include promotional objectives, agency relations, media selection, budgeting, and advertising research. The course also explores relevant advertising models and the economic and social effects of promotional activity.
  • MBAX 6310 Marketing Strategy
    Marketing strategy has developed into an increasingly critical managerial activity as more businesses recognize the importance of a strong market focus and the delivery of superior customer value as bases for competitive advantage and long term financial success. The first part of the course discusses key elements of a successful marketing strategy including market definition, competitive analysis, market segmentation and product positioning, and the management of key relationships that enable effective strategy implementation.The second part of the course focuses more specifically on one element of a firm’s overall marketing strategy, its branding strategy. The course explores branding principles and examines the branding strategies that firms employ to enhance their market performance.
  • MBAX 6330 Market Intelligence
    Market Intelligence is a marketing decision-oriented course geared toward gathering, analyzing, and interpreting data about markets and customers. The course is for managers who will be using market research information rather than doing "marketing research." It is intended for people wanting to go into marketing management, consulting, general management, and entrepreneurship. Participants will learn about the sorts of marketing decision problems in which research information might prove useful -- problems of selection of target market, positioning, new product or service introduction, customer retention, pricing, communication, etc. The course has three objectives: learn to define the marketing decision problem and to determine what information is needed to make the decision and what is extraneous; learn how to acquire trustworthy and relevant data and to judge its quality; learn how to analyze the data and acquire the necessary knowledge to make certain classic types of marketing decisions.
  • MBAX 6350 Digital Marketing
    In this digital marketing course, we will cover a variety of ways an organization can use an online presence to support its goals. The main approaches we will cover are search engine optimization (SEO); online advertising, especially search ads (also called search engine marketing, SEM); and social media. SEO is setting up your website so that the right people can find you. Our emphasis here will be on selecting keywords and tracking responses to changes on a website. SEM refers to paid (“sponsored”) ads on search engines. We will focus on AdWords. Social Media is about participation. We will discuss effective and ineffective uses of currently prominent tools; will also talk about how to learn about new tools. A course project is a central part of the experience.
  • MBAX 6360 New Product Development
    Over forty percent of the new products that are launched each year eventually fail in the marketplace. The purpose of this course is to provide students with a better understanding of the new-product development process, highlighting the inherent risks and different strategies for overcoming them. Using a combination of lectures, cases, and a project, this course will examine the process of designing, testing and launching new products. Special emphasis will be placed on understanding the interplay between creativity and analytical marketing research throughout the development process. Branding issues, such as brand extensions and their impact on brand equity, will also be covered.
  • MBAX 6802 Pricing Strategy and Tactics
    Pricing provides the means to capture value. The course covers theories, analytical tools and conceptual frameworks needed for devising price strategy as part of the value proposition for products and services. It draws upon principles from economics, marketing and psychology. Primary and secondary data based analysis is used to understand price response and competitive pricing. Substantive topics include customized pricing, price negotiations, bidding and auctions, price discounting, trade promotion, bundling, behavioral pricing, among others.