| Overview |
The Marketing Strategy concentration provides students with the skills and knowledge needed to succeed in a customer-driven marketplace. This concentration is designed for students who plan to seek employment in marketing and those from other disciplines who want a customer-driven focus to their studies. Students will complete the Marketing Strategy concentration 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
- Perform a SWOT analysis
- Assess strategic plans
- Perform market segmentation analysis
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| MAR 6936 Consumer Behavior |
| This course is a study of three components: how individuals make their consumption-related decisions; how individuals consume various products and services; and how, when, and why individuals dispose of the goods they consume. Students learn to apply theories to analyze real-world consumption-oriented problems from both managerial and consumer perspectives. |
| MAR 6816 Marketing Strategy |
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. |
| MAR 6158 International Marketing Management |
This course is a study of marketing management activities from the perspective of firms doing business across national boundaries. Emphasis is upon aspects of marketing that are unique to international business and problem-solving within an international context.
Prerequisite: MBA Essentials Marketing module or undergraduate equivalent. |
| MAR 6640 Sales Management |
| This class focuses on managing the sales force from a strategic perspective. In particular, attention is focused on the new role of the sales organization in market driven companies. |
| MAR 6646 Research for Marketing Managers |
This course is 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. Course includes lectures, case analyses and projects.
(NOTE: Recommended for all students who do not have a research background from undergraduate or graduate work. This background can come from the social sciences, engineering, sciences, business, etc.)
Prerequisites: MBA Statistics Essentials and MBA Marketing Essentials |
| MAR 6336 Promotional Management |
| This is a project-oriented class in which students develop promotion plans for small, medium and large businesses. It focuses on positioning, media selection, frequency strategy, message strategy, and the like. |
| Students are limited to a maximum of 3 credit hours of independent work (independent study or independent research) as part of their degree program. |
