Online MBA with Marketing Management Concentration

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.