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Marketing is about the creation, communication, and delivery of value to customers, partners, and society at large. To be successful in the contemporary marketplace, professionals must be able to apply the fundamental, enduring principles of marketing, while adopting new methods made possible by emerging technology.

Marketing Core Course
MGT 6300    Marketing Management
Presents and develops the primary marketing variables that are used in designing an overall marketing program. A systems approach is taken, whereby these variables are actively managed to optimize overall results. Develops the relevant skills for critically analyzing marketing problems.

Marketing Electives

Courses marked with a * may be counted toward the Marketing concentration.

*MGT 6302    Consumer Behavior  
Provides an in-depth overview of concepts from psychology, economics, and related fields that help marketers to understand, predict, and influence consumer behavior. Surveys a range of quantitative and qualitative tools by which consumer behavior is researched and analyzed. The course emphasizes an applied learning perspective in which students use theory-based insights to inform realistic marketing decisions.

*MGT 6308    Strategic Brand Management
Enables a thorough understanding of important issues involved in the planning, implementation, and evaluation of brand strategies. Exposes students to the appropriate theories, models, and tools to make better branding decisions. Provides a forum in which students apply these principles to real-life projects and business situations.

*MGT 6310    Marketing Research
Learn the skills to translate management problems into marketing research problems. Gain the ability to analyze problems systematically. Develop critical eyes for marketing research and understand its contributions and limitations. Gain a working “hands-on” experience with the full process of marketing research.

MGT 6326    Collaborative Product Development
Introduces tools and concepts for linking product development to marketing and strategic planning. Emphasizes methods of managing the development process for speed, efficiency, and market impact.

*MGT 6335    International Marketing
Provides the knowledge and skills required for successful administration of the international marketing function. Develops understanding of the fundamental similarities and differences between domestic and international marketing, as well as the key environmental factors affecting international marketing decisions. Introduces the international dimension of ethics and related issues.

*MGT 8803    Advertising and Promotions: Integrated Marketing Communications
Learn about the distinct components of an integrated communications program, and how these fit into an organization's overall marketing strategy. Examine the roles, responsibilities, and interactions of the various groups that create and implement marketing communications. Understand how market segmentation, consumer behavior, and brand positioning influence the development of successful communications. Become aware of relative advantages and disadvantages of different media options, and methods for evaluating the effectiveness of a communications program.

*MGT 8803    Digital Marketing
Become familiar with the key concepts and techniques utilized in modern digital marketing. Understand the primary characteristics of various online channels including mobile marketing, email marketing, and social media marketing. Gain awareness of important concepts and best practices in the use of digital marketing tools (search engine optimization, pay-per-click advertising, etc.).

*MGT 8803    Pricing Strategy and Analytics
Learn proven concepts, techniques, and frameworks for assessing and formulating pricing strategies. Establish a foundation for effective pricing decisions by understanding key economic, analytical and behavioral concepts associated with costs, competitive behavior, and customer behavior. Learn to create additional value with advanced pricing techniques including dynamic pricing, segmented pricing, pricing structures, and promotions.

*MGT 8803    Marketing Practicum
Gain experience in solving marketing problems faced by organizations. Understand marketing and business problems faced by organizations and develop the relevant skills for critically analyzing these problems and providing a tractable solution.

Marketing Concentration

The Marketing concentration prepares students to thrive in today's marketing landscape by instilling knowledge that is both timely and timeless. Students choose from a wide variety of courses that cover the entire marketing mix, providing insight into such questions as: What drives customer purchase decisions? How should customers be identified and managed to enhance profitability and loyalty? How are strong brands developed and maintained over time?

The concentration is appropriate for students with a variety of career objectives. Graduates will be prepared to think creatively and holistically about the marketing problems that they encounter, and to act decisively based on a thorough understanding of the discipline.

Students pursuing a concentration in Marketing should complete nine credit hours (three courses) from the following electives. The marketing core course may not be counted toward a concentration. See elective classes (above) for course descriptions.

MGT 6302    Consumer Behavior
MGT 6308    Strategic Brand Management
MGT 6310    Marketing Research
MGT 6335    International Marketing
MGT 8803    Advertising and Promotions: Integrated Marketing Communications
MGT 8803    Digital Marketing
MGT 8803    Pricing Strategy and Analytics
MGT 8803    Marketing Practicum

Concentrations are optional. You have the flexibility to take electives in any combination of areas. Learn more.