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Marketing Specialization

The MBA curriculum in the Marketing specialization teaches the essentials of developing marketing plans, managing product development and marketing communications, and identifying new marketing opportunities provided by the Internet.

The MBA curriculum in this specialization includes the following courses:

• MKT 581 Principles of Internet Marketing

  Major topics include the collection and use of online customer data, attracting customers to a web site, using a web site to create customer value, transitioning customers to online purchasing, and competition strategies in industries with both online and traditional channels. (3 credits)

• MKT 580 Managing Innovation

  This course teaches the organizational and marketing skills to develop new products. Specific approaches to organizing product development processes and teams, choosing markets, generating and evaluating product ideas, choosing product attributes, predicting the success of new products and launching products are covered. (3 credits)

• MKT 582 Implementing Marketing Strategy

  In this course, students will engage in some of the activities required when developing a marketing plan for a new product, including marketing research and post research to measure the success of the product's introduction. Students will develop a branding strategy for a new product and the marketing communication strategies to communicate the benefits of the new product to the marketplace. (3 credits)

• MKT 583 International Marketing

  Problems of cross-national marketing; identification of market potential; development of strategies to suit cultural differences; management of multinational marketing efforts. The development of product promotion policies, pricing strategies and distribution methods. Legal aspects of international marketing. Government trade regulations and impediments to technological innovation in developing countries. The political dimensions of multinational marketing. (3 credits)