MBA Concentration
The Marketing MBA concentration addresses the central issue facing marketers: satisfying customers' needs. Students learn to understand consumer needs, then develop goods and services to satisfy those needs. The program provides in-depth training in the analysis of marketing product, price, promotion, and distribution — the means by which goods, services, and ideas are developed and sold to consumers.
The Marketing track consists of courses that prepare the student for careers in brand management, advertising and promotion, marketing research, and marketing consulting. Specific topics of study include:
Brand Strategy
Buyer Behavior
Marketing
Promotion Management
Advertising Management
Curriculum
For the Marketing concentration, students are required to complete 9 credit hours.
For the Marketing concentration, students are required to complete 9 credit hours.
Required course (3 Credits):
MKTG-765
Marketing Strategy (3)This course views marketing as both a central part of a firm's business function and an orientation for the firm. Issues such as market analysis, segmentation, and product positioning for strategic advance are covered, in addition to formulating and executing strategy in light of market growth opportunities and partner relationships. The course will use a mix of case and reading discussions and a comprehensive strategy simulation to enhance student skills and understanding of market strategy.
6 credit hours from the following:
MKTG-685
Topics in Marketing (1.5)Topics vary by section, may be repeated for credit with different topic. In depth coverage of rotating topics including qualitative and quantative research methods on the internet, web site design for e-marketing, etc. Offered irregularly.
Prerequisite: MKTG-612
MKTG-761
Buyer Behavior (1.5)Analysis of the psychological foundations of consumer behavior and implications for marketing strategy, including consumer perception, attention, comprehension, and memory, attitudes and attitude-behavior relationships, information integration and decision making; and behavior modification perspectives.
Prerequisite: MKTG-612 or permission of department chair
MKTG-761
Buyer Behavior (1.5)Analysis of the psychological foundations of consumer behavior and implications for marketing strategy, including consumer perception, attention, comprehension, and memory, attitudes and attitude-behavior relationships, information integration and decision making; and behavior modification perspectives.
Prerequisite: MKTG-612 or permission of department chair
ref : http://www.american.edu/
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