M.B.A. breadth courses are designed to provide students with a cross-section of skills common to all business disciplines. A professional field in marketing can be tailored to meet the specific interests and needs of a student. Students can choose from a variety of marketing courses. The course focuses on customer decision making with selected applications in market segmentation, marketing communication and marketing management for consumer and industrial products. MKTG 5250 Marketing Research examines the sources and uses of information for making marketing decisions.
Emphasis is on using existing secondary databases available in electronic and hard copy formats.
Students also are exposed to marketing research tools for gathering and analyzing primary data. Applications areas that are emphasized include market opportunity analysis, market segmentation, product development, consumer buying behavior, sales forecasting and competitor analysis. Distribution Channels analyzes the organization, selection and management of distribution channels. Topics include channel structure, objectives, leadership and management, relationships, and selection criteria. Market Promotion and Development examines management of the promotion element of the marketing mix.