MBA Marketing Specializations

This specialization is an applied program. It provides students with the skills and knowledge needed to succeed in a customer driven marketplace. Marketing Strategy is designed for people who plan to seek employment in marketing and those from other disciplines who want a customer driven focus to their studies. The student will expect to complete the Marketing Strategy Track with a project portfolio of market driven skills. Students, for example, will be able to perform some or all of the following functions:

• Conduct market analysis
• Conduct market research
• Construct a marketing plan
• Conduct a service audit
• Develop a logistics plan
• Perform a SWOT analysis Assess strategic plan
• Perform market segmentation analysis

A certificate in Marketing can be earned by taking three of the following courses:

MAR 6158 International Marketing Management
A study of marketing management activities from the perspective of firms doing business across national boundaries. Emphasis is upon aspects of marketing which are unique to international business and problem-solving within an international context. (PR: Marketing Management)

MAR 6216 Logistics and Physical Distribution Management
A study of managerial methods focusing on the establishment and control of optimum customer service levels in the areas of inventory, transportation, fixed facility location, material handling, and information. Component parts of each system are analyzed quantitatively, reading, lecture, and case analysis. (PR: Marketing Management)

MAR 6646 Research for Marketing Managers
(required of all students that do not have a research background from undergraduate or graduate work. This background can come from the social sciences, business, etc.) A study of marketing research methods and information systems and their relationship to marketing decision-making. Topics include value and cost of information, sample design, questionnaire design, statistical analysis, and report presentation. Lecture, reading, case analysis, and project. (PR: Marketing Management, Information Systems, Management Decision Analysis)

MAR 6936 Services Marketing This course provides insight into the challenges associated with marketing and delivering quality services in a competitive environment. The primary focus is on designing and managing the service delivery process for long term customer satisfaction and profits.

MAR 6816 Marketing Strategy (required of all students) A study of strategic marketing planning and problem-solving processes as practiced by the modern market-oriented firm. The course is designed to develop marketing problem-solving, decision-making, and planning skills through the extensive use of case analysis. (PR: Marketing Management)

The Advanced Marketing Track builds on the basic Marketing Strategy Track. It provides additional depth in Marketing coursework and prepares the student to function in a broad range of marketing/business environments.

An Advanced Marketing Certificate will be awarded to those who complete the Marketing Strategy Track, complete six hours of additional coursework beyond those taken for the Marketing Strategy Track, which includes an Internship, Independent Study, or Independent Research. The Internship is recommended for full time students, while students employed full time would be required to do an applied research project.

The courses that may be taken for the track are:

MAR 6336 Promotional Management Management of the promotional function as part of the total marketing program. Includes a study of relevant buyer behavior concepts, resources and budget, media creative aspects, and effective measurements as they relate to the management tasks of developing, implementing, and evaluation promotional strategy. (PR: MAR 6815)

MAR 6406 Sales Management
A study of the sales function of the firm approached from the perspective of the sales manager. Emphasis is placed upon the development of the student's problem-solving, decision-making, and analytical skills.

MAR 6939 Selected Topics in Marketing The content and organization of this course will vary according to the interests of the faculty and students involved in any given term. It is repeatable when the subject differs. Topics have included:

• Advanced Logistics Management
• Qualitative Research in Marketing
• Advance Techniques of Segmentation

MAR 6907 Independent Study
A study undertaken with a faculty member that involves the study of marketing in a wide variety of settings. This would include an internship with a firm with which the student is not employed. A contract between the faculty and the student is required.

MAR6916 Directed Research
A study that utilizes quantitative and or qualitative data collection and analysis in an applied setting. The student would undertake the study under the direction of a graduate faculty member. A contract between the faculty and the student is required.