The Marketing MBA specialization provides a comprehensive understanding of consumer behavior, brand management, and market research. Students will explore global marketing strategies, data-driven decision-making, and digital marketing trends, preparing them for careers in brand management, advertising, or marketing analytics.
Promote Brand Growth and Consumer Engagement
Whether you want to lead marketing campaigns, drive product innovation, or build strong customer relationships, this MBA specialization equips you with the expertise to excel in a competitive marketplace.
In addition, you can build and apply your business problem-solving and consulting skills in a real-world setting through the Barry Management Consulting group.
Core Course Descriptions
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This course focuses on the opportunities and risks of the complex environment of international business, with an emphasis on the unique problems involved in managing international operations. Main topics include foreign economic, political, legal, and cultural environments; international market analysis; foreign exchange; political risk assessment; international human resource management; and the mechanics of import and export transactions. Special emphasis is placed on leveraging core competencies in the global marketplace.
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This course examines the role of information systems in supporting a wide range of organizational functions. Areas to be explored include the use of information systems to support administrative operations, to support decision making and to support overall strategic initiatives and corporate philosophies. This course is oriented toward the general business student, not the technical specialist. The course will provide a managerial perspective on the use, design, and evaluation of information systems.
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The objective of this course is the development of the student's understanding of financial theory, and the ability to apply the techniques and methods of finance to business problems. Topics include the financial environment; value maximization; capital budgeting; valuation techniques; financial planning and forecasting; capital structure and the cost of capital; options theory; and corporate restructuring. Prerequisites: MBA 660 or permission of the instructor.
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This course will examine current marketing concepts and practices using an analytical approach to the development of marketing policies in a dynamic environment. Major topic areas that will be covered are: advertising, sales promotion, personal selling, pricing, product mix development and analysis; selection of distribution channels; marketing research; consumer behavior; and strategy development.
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Accounting cycle, relevance and limitations of cost information in managerial decision-making, emphasis on cost systems, determination and allocation of overhead, analysis of cost variances, direct costing, flexible budgets, break-even analysis, and capital budgeting.
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This course emphasizes the application of macroeconomic and microeconomic theory in management decision-making and in the development and implementation of business strategy and tactics. The course focuses on techniques and models for monitoring and analyzing macroeconomic conditions; international economic trends; and the production, cost, and pricing decision of firms under different market structures.
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This course introduces the graduate student to the global environment of business, the nature and state of competition and competitive strategy at the corporate, business and operational levels, the cross-relationship among business functions, entrepreneurial attitudes, the interests of the various stockholders in the firm, and the social and ethical responsibilities of business.
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Effective leadership in implementing strategy within organizations requires the ability to initiate and influence change, perhaps even radical transformation. This in turn requires understanding the dynamics of organizational learning and change, as well as the nature of collective action in organizations. This understanding will be pursued by using different theories and models to examine organizational processes, culture, knowledge, politics, ethics, and their relationship to each other and to the organization's external environment. Personal career development within this framework will also be discussed. Prerequisites: MBA 621, 681, 646, 617, 682.
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This course is structured to create an awareness of and sensitivity to the social, legal, and ethical issues which influence the management of business enterprises. Topics such as strategy and the nonmarket environment, nonmarket strategies and government institutions, government and markets, international business and nonmarket issues, and ethics and responsibility are considered.
Marketing Specialization Electives
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This course deals with the adjustments to marketing strategy needed to remain competitive in the global economy. It focuses on the managerial decision-making involved in screening foreign markets and in developing appropriate product, promotion, pricing, and distribution strategies given the diversity of economic, legal, cultural, and political environments. The course also examines alternative marketing strategies for small and medium-size companies engaged in exports and imports.
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This course covers the psychological, sociological, and anthropological theory related to buying-decision processes by consumer and organizational buyers.
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This course focuses on the marketing manager's decision process. Topics include market opportunity analysis, strategy development, planning, and integration with corporate strategy.