Online Master of Science in Marketing Program Overview, Tracks and Courses

Provides a comprehensive framework for market and customer analysis, focusing on key decisions related to product development, pricing, promotion, and distribution. Emphasis is placed on marketing management theories and practices aimed at maximizing customer value and satisfaction.

Introduces advanced concepts in probability and statistical analysis, including random variables, sampling distributions, hypothesis testing, Bayesian analysis, and time series. Students will develop the skills needed to apply statistical methods to real-world business problems.

Explores the development and execution of long-term marketing strategies, emphasizing customer focus, competitor analysis, and market opportunities. Topics include customer value creation, loyalty management, market segmentation, competitive positioning, and integrated strategies for pricing, branding, and digital marketing. The course prepares students for leadership roles in brand management, digital marketing, sales, and corporate strategy.

Equips students with the tools to identify and address management information needs through effective research. It covers the evaluation of research methods, data collection and analysis techniques, and the application of research findings to inform strategic marketing decisions.

Strategic approaches in customer relationship management to include customer identification, acquisition, development, attrition and retention. Analytical tools are used to explore customer databases, lifetime value of customers, and return on marketing investment.

Application of communications theory and research findings in advertising, sales promotion, publicity, personal selling; planning, conduct and administration of programs of information and persuasion.

This course is designed to introduce students to the complexities of social media marketing through revealing foundational theories and associated concepts of collective behavior, social influence, and social media marketing. This is essentially a marketing strategy course. The primary focus of this course will be on understanding: consumers' social interactions, the impact technology has on marketplace relationships, the various social media channels available to marketers, how to build social media marketing strategies, and how to track their effectiveness. Our levels of analysis will shift from individuals to collectives. You will be responsible for conducting primary and secondary research, recognizing course theories in action, creating effective social media marketing campaigns, and managing social media marketing efforts.

In this course we will take a "customer-centric" view and explore how participants in the health-care sector (physicians & nurses, hospital administrators, executives in the pharmaceutical and medical devices sectors, as well as various intermediaries who service the sector) can improve the effectiveness and efficiency of their offerings (both products and services) to help with the needs of their customers- the consumers of health care, i.e. the patients and their families.  We will explore a framework through with this marketing philosophy can be implemented in the health-care sector by the use of tools that help the health care providers learn about customer needs, design appropriate products and services and assess their value to these customers, price them, communicate the benefits, and make them accessible.

Great products/services supported by attractive advertising and distribution create value for the customer while effective pricing captures value for the company.  Although pricing cannot fully compensate for poor product development, promotion and distribution, ineffective pricing can surely prevent those efforts from resulting in financial success.  Many companies create great value for their customers yet fail to capture that value in their earnings due to lack of integration between their value creation activities and their pricing decisions.  Experts say that for marketing strategists, pricing is the moment of truth.  The purpose of this course is to make sure that when you reach that moment of truth you know 'what' to do and 'how' to do it. To equip you with the required expertise, this course covers theories, conceptual frameworks and analytical tools used to make effective pricing decisions.

This course explores concepts and best practices for bringing very new technologies and innovations to the marketplace. Uses team projects based in the sciences (e.g., biotech, optics, IT) to assess market opportunities and create strategies for commercialization.

Increasing attention to the impact of business on society has made ethics more important to organizational success than at any time in recent history. With corporate governance processes driving ethics and the emergence of a new breed of "social entrepreneurs," executives need to understand the centrality of this dimension to business. This course explores how law and stakeholder interests impact corporate social responsibility, giving participants a solid understanding of the role of ethics in management, experience managing tradeoffs in ethical decision making, and concepts for assessing social return on investment as a component of business performance.

This course introduces a strategic approach to professional communication (writing and speaking). Key components include: audience analysis, communicator credibility, message construction, design, and delivery.

Career Management is designed to provide MBA students with the knowledge, resources, and tools needed to navigate and manage their MBA-level career search. This course applies career management theories, methods, and best practices to empower students to successfully manage their career now and in the future. Focus will be given to resume and cover letter writing, personal branding, networking, interview skills, and job search techniques.

After working with our world-renowned faculty and gaining in-depth knowledge about marketing, students will implement everything they learned during an internship with a local or globally-owned company. Internships should be in a position that is marketing-focused and in an area that interests the student. Internship positions will be 20 hours a week and students will work from the beginning of summer to the end. Students will receive course credit for the work they complete during their internship.

Summer Tuition applies if a student chooses to complete the internship over Summer.