MBA in Marketing

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MBA in Marketing Course Descriptions

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MKT 5070     Managerial Marketing  (3 cr.)

Students will gain a working knowledge of marketing management by learning to think strategically and to develop marketing plans aligning marketing initiatives with market opportunities. Students will be able to implement the functional strategies and marketing plans to optimize customer and organizational value. Prerequisite: MKTP 5005 or equivalent.

MKT 5017     Delivering Superior Customer Value  (3 cr.)

This course stresses the service aspects of an organization, especially customer service, marketing and organizational responsiveness, and how to create superior customer value. Via an integrated marketing and operations perspective and the use of case analysis, students will understand how to blend the delivery of service and quality, together with pricing strategies to maximize the value proposition. Strategies for optimizing and communicating customer value, measuring customer orientation, and relationship marketing are also examined.

MKT 5833     Global Marketing Management  (3 cr.)

This course is an overview of the unique aspects of marketing in the global economy that provides a framework for analysis. Emphasis is placed on the development of strategies for markets in diverse cultural, political, and economic situations. Focuses on foreign market analysis, target market identification, product planning, promotion, and channels of distribution. Prerequisite: MKTP 5005.

MKT 5570     Marketing Research  (3 cr.)

This course concentrates on the application of marketing research techniques and theory in order to aid decision makers in the solution of marketing problems. Topics include problem definition, research design, (including exploratory, conclusive, and survey research), collection of marketing information from primary and secondary sources, sample design, and analysis of data including statistical techniques and specific research application in marketing. Prerequisite: MKT 5070

MKT 5210     Breakthrough Sales Force Leadership and Strategy  (3 cr.)

The course provides a broad overview of the unique opportunities and challenges encountered in the process of managing the sales function. Initially, the course focuses on the distinctiveness and the importance of managing the sales function. From this point, the class begins to assess the aspects of sales management that are critical to the organization's success. The subjects discussed include sales forecasting, strategy, organization, human resources, appraisals and more. Each of the topics is examined through readings, discussions, lectures and specific cases. At the conclusion of the course, the student will have an appreciation for not only the unique challenges of sales management, but also the ways in which managers maximize the long-term productivity and profitability of the sales function. Prerequisite: MKTP 5005 or equivalent.

MKT 5575     Brand Management  (3 cr.)

Students will gain a working knowledge of the fundamentals of strategic product brand management. The course will consist of the components of branding, including brand equity, brand identity development and brand positions; how to build brands; growing brands and managing and sustaining brands. The role of IMC in building brands will be discussed as well as branding in different contexts including business-to-business and branding in entrepreneurial organizations. Use will be made of case studies. Prerequisite: MKT 5070.

MKT 5580     Services Marketing  (3 cr.)

This course is designed to help managers work effectively in service-driven organizations. Students will explore marketing concepts, frameworks and models designed to facilitate analysis of different services and to help in development and implementation of appropriate strategies. During the course students will learn to recognize the nature of different types of services, to dissect service experiences, to evaluate service delivery systems, and to understand the roles played by customers themselves. Students will be exposed to concepts, skills, and strategies for addressing the imperative marketing challenges and opportunities involving services, such as service innovation and self-service technology. Prerequisite: MKT 5070.

MKT 5585     Social Media Marketing  (3 cr.)

The accelerated growth of social media platforms has ushered in a new era of inbound marketing where today's consumer and B2B buyer are empowered to tune out unwanted marketing messages. Marketers are now challenged with joining online communities of targeted audiences who insist on being courted with talk-worthy content and transparent communications. At the core of this new social business are social networking platforms, content marketing strategies and an enterprise-wide belief that today's consumer will only embrace those they know, like and trust. To this end, this course will familiarize students with the social web and its value in creating an inbound marketing organization for sales nurturing and brand reinforcement. Students will develop marketing plans and evaluate cases that enrich their understanding of how social media contributes to integrated marketing communications (IMC) in an 'invite only' environment. Sales nurturing strategies will be developed that adopt video, mobile and blog content for moving targeted audiences through a social sales funnel. In addition, students will be challenged with the creation of fan engagement strategies that boosts an organization's market exposure and overall brand appeal. Collectively, these strategies will be integrated with traditional IMC elements as part of an enterprise-wide campaign that micro-targets consumers immersed in social TV, smartphones and viral marketing. In the course of plan development, students will be challenged to measure of the ROI of their social media plans along with the development of a social business infrastructure. Prerequisite: MKT 5070.

MKT 5590     Strategic Marketing  (3 cr.)

Students will gain a working knowledge of strategic marketing management by learning how to develop market- driven strategy. The underlying logic of market-driven strategy is that the market and the customers that form the market should be the starting point in business strategy. Students will be able to make strategic choices and learn about Strategic Marketing Planning. Emphasis will be placed on the development of distinctive capabilities and the creation of value for customers. Case studies will be the focus of this course and will include cases in all contexts including entrepreneurial organizations. Prerequisite: 15 graduate credits in the MKT discipline, 3 credit hours of which may be taken concurrently with this course.


MBA in Marketing Course Descriptions

ACTP 5001     Introductory Accounting  (3 cr.)

An accelerated introductory course stressing the essential elements of accounting skills that will be used in the master's degree program. Managerial uses of accounting data and preparation of financial statements will be covered in this course. Course satisfies program prerequisite of financial accounting for master's degree programs. This course is not financial aid eligible if taken by itself. Students must be taking an aid eligible course from their degree program with this course in order to receive financial aid.

QNTP 5002     Introductory Statistics  (3 cr.)

This course satisfies the prerequisite of statistics for master's degree programs. The concepts of statistical notation, probability are covered as well as the principles of estimation using the central limit theorem. This course is not financial aid eligible if taken by itself. Students must be taking an aid eligible course from their degree program with this course in order to receive financial aid.

ECNP 5003     Introductory Economics  (3 cr.)

This course is designed to provide the students with a solid foundation in the basic concepts of economics. The course will introduce students to the analytical approaches and methods used in the economics by applying them to examine current economic issues. The discussion will begin with an overview. The structure will follow a traditional entry level course in economics. Much of the discussion will consider markets and how they determine what is produced and how it is allocated. Also, attention will be devoted to evaluating market outcomes and thinking about remedies to problems that markets cannot solve. Also considered will be how aggregate economic activities are measured, and the role of fiscal and monetary policies in determination of national income. This course is not financial aid eligible if taken by itself. Students must be taking an aid eligible course from their degree program with this course in order to receive financial aid.

MKTP 5005     Introductory Marketing  (3 cr.)

This is a survey of the essentials of marketing. Covers the nature of marketing and its environment, selecting target markets, marketing research, customer behavior, and forecasting sales. Emphasis on marketing strategy planning. Course satisfies the program prerequisite of marketing for master's degree programs. This course is not financial aid eligible if taken by itself. Students must be taking an aid eligible course from their degree program with this course in order to receive financial aid.

FINP 5008     Business Finance  (3 cr.)

A survey of the essentials of finance and its environment. Financial management as it applies to organizations, ratio analysis, leverage, working capital management, capital budgeting, capital structure, and other concepts as they apply to business organizations. Course satisfies program prerequisite of finance for master's degree programs.



Master's Program