Marketing

Companies invest heavily in developing innovative products and services. For strategic decision makers in the private and public sectors, marketing describes a fundamental approach to general management decision making, as well as a necessary set of business functions. Marketing provides important input to top management's choices of markets served, competitors, and portfolios of operating technologies.

Students in the Marketing specialization choose courses to prepare themselves for careers ranging from market research, product management, advertising, public relations, sales and account management, to retailing, e-business, distribution management, strategic marketing planning, and entrepreneurial marketing.

Course offerings

Base courses (for all Marketing tracks)

• M&L 7201 - Marketing Research and Analytics
• M&L 7202 - Consumer Behavior

Brand Management track courses

• M&L 7203 - Advertising Strategy and Management
• M&L 7208 - Digital Marketing
• M&L 7210 - Promotions Management
• M&L 7213 - Innovation Practice and New Product Development
• M&L 7218 - New Product Development

Marketing Communications track courses

• M&L 7203 - Advertising Strategy and Management
• M&L 7208 - Digital Marketing
• M&L 7210 - Promotions Management
• M&L 7212 - Business Development: Customer Acquisition and Retention

Electives

• M&L 7200 - Marketing Strategy (Capstone)
• M&L 7215 - Global Marketing/Sustainability
• M&L 7217 - Marketing Projects (Capstone, 3.0 credit hours)
• M&L 7219 - Customer Satisfaction and Loyalty Analysis

Action-based learning