Marketing isn’t just about selling products, it’s about understanding people. And in today’s business landscape, that understanding needs to be backed by data, strategy, and genuine insight into what makes your customers tick. The Marketing Management concentration goes beyond traditional marketing tactics to develop the kind of strategic thinking that transforms businesses and brands.
You’ll learn to decode consumer behavior, craft strategies that resonate, and develop campaigns that drive action. Our curriculum helps you understand the fundamental principles of effective marketing, then teaches you to apply them with creativity and precision.
Offered as part of our online MBA program, this concentration benefits from a flexible, customizable curriculum. The program is available in both part-time and full-time formats, giving you the freedom to advance your education on a schedule that works for you.
With a broad range of electives, you can tailor your learning to your career goals whether you’re building a brand, launching a product, or leading a marketing team.
Core Skills You’ll Master
Through the Marketing Management concentration, you’ll develop expertise in:
- Strategic marketing planning: Create comprehensive strategies that align marketing goals with business objectives.
- Consumer behavior analysis: Understand the psychology behind why people buy, what they value, and how they make decisions.
- Marketing research and analytics: Design studies that reveal actionable insights from data, determine key performance indicators (KPIs), and provide a clear understanding of return on investment (ROI).
- New product development: Lead innovation from the spark of an idea to successful market launch.
- Value creation strategies: Develop authentic approaches to customer engagement that build lasting relationships.
- Digital marketing innovation: Leverage technology and data to create marketing that’s both personal and highly effective.
Learning Outcomes
After completing this concentration, you’ll be able to:
- Develop marketing strategies that are grounded in market dynamics, consumer psychology, and competitive positioning.
- Lead product and service innovation from concept through launch, applying consumer insights and market research to create offerings people actually want.
- Create marketing that resonates by combining strategic thinking, creative execution, and technology to foster authentic connections.
- Measure and optimize performance using research methodologies and data analytics that reveal what’s working, what isn’t, and what to do about it.
Online MBA in Marketing Management Curriculum
The Marketing Management concentration requires three specialized electives from our marketing course offerings, each designed to build expertise in areas that are most relevant to your career goals.
Explains how to apply concepts and techniques from the behavioral sciences (psychology, sociology, anthropology, economics, and marketing research) to marketing management. Case studies are used to develop application skills.
Examines the use of research as a tool for decision-making. Topics include: defining information needs, value of information, scientific method, exploratory research, questionnaire construction, sample design, field work, editing, tabulation, report writing, and presentation.
Examines how to develop and market new products and services. Students learn all aspects of this important activity. Case studies are used extensively. Students create complete programs for new products or services.
Explains the responsibilities of the product (brand) manager with a focus on planning. Covers control systems, problems encountered during execution of plans, and contingency plans. Students are required to prepare workable marketing plans.
Rapid changes in communications technology and the globalization of markets have changed the way marketers plan and manage innovation. Communities of customers now play a much larger role in shaping innovation strategy and execution. Reflecting recent changes in how consumers interact with companies, this course focuses on topics such as engaging customers through the innovative use of technology, understanding consumers’ group interactions that may affect their decision making processes as well as their perceptions of the value of products, services, and brands. Special emphasis is placed on the dynamic methods of interaction with customers that optimize product development, distribution and alternative selling methods. This course integrates quantitative analyses, case studies, and/or team projects to show how theory can be applied in real time problem-solving within a fiercely competitive marketplace.
2024 Best Online MBA Program
The Lubin MBA program is ranked among the best nationwide
by U.S. News & World Report, in its 2024 Best Online Programs survey.
The online MBA is ranked as a “Best Online MBA Programs for 2024”
by the Princeton Review.
Explore Other Concentrations
Your online MBA should reflect your ambitions. Consider these additional paths:
- Corporate Finance: Master the financial analysis and strategic planning that drives business decisions.
- Business: Design your own journey with electives across all business disciplines.
Top 9%
Pace University ranks in the top 9% of private US colleges that provide the best return on tuition investment, according to Payscale.com.
Frequently Asked Questions
The Marketing Management concentration prepares you for leadership roles in brand management, digital marketing, market research, product development, and marketing strategy. Graduates often go on to become marketing managers, brand directors, digital marketing specialists, product managers, marketing VPs, and other marketing and business professionals.
Yes, the concentration welcomes professionals from diverse backgrounds. The online program builds on foundational marketing principles covered in the required MBA coursework, then develops specialized expertise. Many successful graduates come from fields like sales, business development, or other business disciplines.
The Marketing Management concentration integrates digital marketing strategies throughout the curriculum, with particular emphasis on data-driven marketing, consumer behavior in digital environments, and innovative technology applications. You’ll explore how traditional marketing principles apply in digital contexts.
Absolutely. Work with your advisor to select electives that align with your career interests, whether that’s consumer research, digital innovation, or strategic planning. You can also combine marketing courses with electives from other concentrations to create a personalized program.
Have questions? Connect with an enrollment specialist to chat about our corporate finance concentration or our program in general.
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To learn more about the online Master of Business Administration, fill out the fields in this form to download a free brochure. If you have any questions at any time, please contact an enrollment specialist at (914) 758-1080.