MBA Concentration in Marketing

The focus of the University of Redlands MBA with a concentration in Marketing is to provide students with an understanding of the fundamentals of domestic and global marketing strategy. Students in the program develop critical skills for marketers, including analytical and digital competence. Students will also learn how to focus on the customer while operating and understanding marketing scenarios in a global marketplace.

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Students in the MBA program with a concentration in Marketing will gain important skills that position them for career success, including the ability to:

  • Examine the shifting nature of international markets and marketing analytics
  • Employ critical thinking and creativity for effective business and marketing strategy
  • Apply ethical decision-making to enhance customer value and financial return
  • Effectively communicate for improved group dynamics and organizational design
  • Use marketing analytics in campaign design and marketing plans

10% growth from 2016 to 2026, the Bureau of Labor Statistics expects overall employment in marketing to grow by 10 percent.

Required Coursework

In addition to the core and foundational MBA coursework, students completing the MBA with a concentration in Marketing will need to complete the following elective courses:

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 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 decisions 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.