Marketing Strategy Concentration

The Marketing Strategy concentration provides students with the skills and knowledge needed to succeed in a customer driven marketplace.  This concentration is designed for people students who plan to seek employment in marketing and those from other disciplines who want a customer driven focus to their studies.  Students will expect to complete the Marketing Strategy concentration with a project portfolio of market driven skills.  Students, for example, will be able to perform some or all of the following functions: 

        •   Conduct market analysis 

        •   Conduct market research 

        •   Construct a marketing plan 

        •   Conduct a service audit 

        •   Perform a SWOT analysis 

        •   Assess strategic plans 

        •   Perform market segmentation analysis 

This 3-course concentration includes one required course (MAR 6816) and two electives in Marketing.

1.      MAR 6816    Marketing Strategy 

A study of strategic marketing planning and problem-solving processes as practiced by the modern market-oriented firm.  The course is designed to develop marketing problem-solving, decisions-making, and planning skills through the extensive use of case analysis. 

Prerequisite:   3 Graduate Hours of Marketing 

2 .     MAR 6158   International Marketing Management

This course is a study of marketing management activities from the perspective of firms doing business across national boundaries.  Emphasis is upon aspects of marketing that are unique to international business and problem-solving within an international context. 

3.     MAR 6640 Sales Management

Class focuses on managing the sales force from a strategic perspective.  In particular, attention is focused on the new role of the sales organization in market driven companies. 

4.     MAR 6646 Research for Marketing Managers

This course is a study of marketing research methods and information systems and their relationship to marketing decision-making. Topics include value and cost of information, sample design, questionnaire design, statistical analysis, and report presentation.  Course includes lectures, case analyses and projects. 

(NOTE:  Recommended for all students who do not have a research background from undergraduate or graduate work.  This background can come from the social sciences, engineering, sciences, business, etc.)

Prerequisites:  MBA Essentials MIS module or ISM 6021 Management Information Systems; and QMB 6305 Management Decision Analysis

5.    MAR 6936 Services Marketing

This course provides insight into the challenges associated with marketing and delivering quality services in a competitive environment.  The primary focus is on designing and managing the service delivery process for long-term customer satisfaction and profits.

6 .   MAR 6336  Promotional Management  

A project oriented class that has students develop promotion plans for small, medium and large businesses. It focuses on positioning, media selection, frequency strategy, message strategy, and the like. 

7.   GEB 6930 Corporate Social Responsibility 

This course will focus on the internal and external decisions made within a corporate environment, and their impact upon internal and external constituencies. Global issues in corporate social responsibility are an integral part of the course. Students will face actual decisions made previously by organizations through case analyses, and models of responsible corporate behavior will be presented. Critiques of corporate social responsibility are also explored. Students will prepare a in-depth report that analyzes the social responsibility actions of a company.