The Marketing concentration focuses on the fundamentals of domestic and global marketing strategy.
MGMT 680 Marketing Management (4)
Exploration of crucial aspects of marketing with emphasis on the customer and the marketing mix. Development of analytical and critical thinking skills through case study. Design and assessment of a basic marketing plan.
INTB 694 Global Marketing (4)
Exploration of and application of marketing concepts to the demands and conditions of the global marketplace. Critical evaluation of the marketing challenges presented by the increased exposure of individuals, businesses, and governments to international market forces. May be substituted by INTB-670 International Area Studies (Study Abroad).
MGMT 683 Marketing Analytics (4)
Examination of the strategic planning process, with emphasis on resource allocation decision driven by marketing analytics. Focus on the use of quantitative and data analysis tools to define optimal marketing mix, perform effective analysis of customers and digital marketing campaigns, as well as integrate spatial thinking in decision making.
MGMT 693 Marketing Strategy (4)
Marketing strategy integrates marketing and other functional areas within a firm. It provides orientation to organizations on how to use resources and capabilities to maximize long-run customer value as well as generate the greatest financial return.