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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.

Specialization requirements

9.0 hours in total

1.5 hours in base courses

7.5 hours in additional Marketing
elective courses

Minor requirements

6.0 hours in total

Choose from all Marketing electives

Completion of base courses
strongly recommended

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

The graduate GAP program gives MBA students the opportunity to internationalize their degree by learning about and becoming experts in one particular region of the world. Each course focuses on a different region of the world and consist of coursework, action learning projects, and an in-country experience and are designed to enhance a student's understanding of doing business in the region.