Marketing Management

The Marketing Management curriculum takes a hands-on approach to developing the foundation, knowledge, and experience necessary to succeed in marketing today. Our faculty, cross-functional teams, and corporate partners provide a practical approach to creating a sustainable competitive advantage and help you develop the skills necessary to make effective decisions in environments where products, markets, and technology are rapidly changing.

Overview

In the Marketing concentration, students focus on seeking value, identifying and creating business opportunities, developing products/services, and building/maintaining customer relationships. Upon graduation, students will be able to handle anything with marketing: new product development, value creation, target markets, marketing analytics, and logistical flow for creation and distribution.

The marketing curriculum focuses on the three key areas of marketing that affect today’s decision making:

1. Value Identification: Identifying right customers and opportunities
2. Value Creation: Designing the best products and services along with delivering value
3. Value Delivery: Going to market effectively and maintaining customer relationships

The curriculum not only teaches the fundamental of marketing, but also provides real project experience with innovative approaches to making decisions. Under the direction of Dr. Stacy Wood and Dr. Colbey Reid, the Consumer Innovation Consortium (CIC) strives to develop a generation of uniquely trained business graduates who combine strategic consumer behavior knowledge with the latest research and design techniques.

Curriculum

Full-time MBA Concentration

Required
MBA 562: Methods in Marketing Research (3)
MBA 561: Consumer Behavior (3)
Electives (select two of the following)
MBA 536: Experience Innovation and Strategic Design  (3)
MBA 555: Product Design and Development (4) *P
 MBA 563: Product and Brand Management (3)
MBA 564: Business Relationship Management (3)
MBA 569: Consumer Innovation Practicum (3) *P

Practicum courses are marked with *P

Professional MBA Depth Area

Electives
MBA 536: Experience Innovation and Strategic Design (3)
MBA 562: Methods in Marketing Research (3)
MBA 563: Product and Brand Management (3)
MBA 564: Business Relationship Management (3)
MBA 561: Consumer Behavior (3)
Suggested Practicum Courses
MBA 555: Product Design and Development (4)
MBA 569: Consumer Innovation Practicum (3)

Consumer Innovation Consortium

Purpose

The purpose of the Consumer Innovation Consortium (CIC) is to build academic-corporate partnerships that deliver state-of-the-art consumer research to corporate leaders in marketing and design innovation, and provide recruiting access to a generation of uniquely trained business graduates who combine strategic consumer behavior knowledge with the latest research and design techniques.

Activities

  • Providing partner companies with two guided-research projects a year, conducted by top MBA students working under professor guidance.
  • Offering partner companies biannual one-day “power-conferences” that educate stakeholders on critical emergent business issues.
  • Giving students the chance to gain hands-on experience working with industry frontrunners in marketing research techniques and new product development processes.
  • Fostering opportunities for partner companies and MBA candidates to interact, allowing prospective employers to help shape graduate curricula and increase recruiting potential.
  • Connecting managers and interdisciplinary researchers with mutual interests to facilitate customized problem solving.

More Information

Visit the Consumer Innovation Consortium online.