Marketing MBA Program

The online Marketing MBA program is comprised of an orientation and twelve graduate-credit courses, each with its own comprehensive learning guide. Hands-on activities and research projects challenge you to meld information gleaned from the texts, independent research and outside sources to explore real-world issues. Graduate ready for career advancement.

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Semester 1

MB600 - Orientation  

This non-credit orientation is a foundation-building experience that introduces and refreshes the skills necessary for success in your Master's Degree Program. You'll learn how to navigate ProQuest, Ashworth College's online library, and review the distinguishing characteristics of academic journals and other publications. Internet research skills are polished enabling you to identify credible and unbiased Web sites for your research. Emphasis is placed on submission requirements, project structures, and writing formats used throughout your coursework, and APA writing style. The final portion of this course provides you the opportunity to research and explore the various career fields in the world of Business Administration.

MB601 - Strategic Management  

Plan for increased productivity. Learn about the organization, its structure, and its relationship to the economic, political, and social environments surrounding it. Examine theories and guidelines for dealing with geopolitical events, consumer trends, and new developments in information technology. You'll study a model of strategic management using the "strategic audit" as an approach to addressing complex organization-wide issues.
Credit Hours: 3

MG641 - Marketing Management  

Discover how marketing serves as a foundation for making critical decisions related to identifying customers, delineating which needs to satisfy, developing products and services that satisfy these needs, setting prices, using appropriate communications, staging sales promotions, managing the sales force, selecting channels of distribution, maintaining funding and coordinating partnerships. Concepts presented are directed to the marketplace realities of the 21st century, including global marketing.
Credit Hours: 3

MA610 - Managerial Accounting  

Integrate accounting data into your decision-making process. Managerial accounting is an essential tool that enhances managers' abilities to make sound decisions. You'll examine concepts and procedures of managerial accounting from the user's viewpoint, how they are typically applied in real-world situations, and see the role they play in improving the decision-making process within all types of organizations. Also discussed are issues in cost basics, cost management systems, planning and control, and product costing.
Credit Hours: 3

MB661 - Leadership and Motivation  

Develop your leadership potential. Discover the qualities, talents, and vision that leaders need to survive and grow in a changing world. You'll examine how today's theories of leadership and motivation have evolved, and how leadership concepts and motivational techniques are applied in a wide variety of business environments. Case studies reveal how executives and other decision makers lead, motivate and succeed.
Credit Hours: 3

Semester 2

MG642 - Consumer Behavior  

This course explores the fascinating realm of consumer behavior. This discipline borrows from several social sciences including psychology, sociology, and anthropology to explain behavior in the marketplace. Students will explore how perceptions, learning, memory, personality, and attitudes influence consumption behavior, how consumption changes during one’s life cycle, and how powerful cultural and subcultural influences impact consumers.
Credit Hours: 3

MF620 - Financial Statement Development and Analysis  

Use financial data to your advantage. Learn what financial disclosures contain and how they effect management decision-making, plus the principles and economic factors behind publicly reported disclosures, their limitations and constraints, and how to analyze them. You'll examine research methods and how they help you convert raw data into useful information that influences decisions about financial performance, wealth creation and economic valuation.
Credit Hours: 3

MG665 - Marketing Research  

This course provides a comprehensive review of the tools and approaches commonly used in marketing research. It introduces the student to the value of research for solving marketing problems, presents the research process and use of secondary data, and then expands into the three primary types of research designs: qualitative, descriptive, and experimental. The ability to analyze data and interpret statistical output will be emphasized.
Credit Hours: 3

MG643 - Advertising  

This course introduces the student to advertising and the other supplemental aspects of integrated marketing communications, including the development of integrated marketing communications plans and their component parts. To effectively plan, implement, and evaluate advertising and promotional programs requires an understanding of the overall marketing process, consumer behavior, communications theory, and the media of advertising and promotion. Attention will be given to the environment in which advertising and promotion operate and to how managers make promotional decisions. In addition, regulatory, social, and economic factors that influence, and are in turn influenced by, an organization’s advertising and promotional program will be considered.
Credit Hours: 3

Semester 3

MG645 - Brand Management  

Brand Management provides the student with opportunities to research the topic of branding and apply the strategic concepts to increase their skills in managing brands. Brand management involves planning and strategies to make more developed marketing decisions. This course not only provides the student with an opportunity to learn brand marketing strategies, but he or she will also learn to apply this information to case examples in order to practice application of the course information.
Credit Hours: 3

MG646 - Services Marketing  

Services are intangible. They cannot be seen, felt, or heard. In this course, students explore the special challenges associated with the marketing of services as opposed to marketing tangible goods. Emphasis is given to the implementation of service strategies to gain a competitive advantage, increase customer satisfaction, strengthen customer relations, and enhance service quality.
Credit Hours: 3

MI607 - International Marketing  

The focus of this course is entirely on international marketing, rather than on the traditionally broader topic of international business. It begins with a discussion of what global marketers do, how marketing theory is applied to the global marketplace, and the impact of cultural differences on global marketing. The greater part of the course concentrates on the three skill sets a global marketing manager must have to be successful in the global marketplace: foreign entry skills, local marketing skills, and global (marketing) management skills.
Credit Hours: 3

MB609 - Capstone: Case and Industry Analysis  

Use your business skills and knowledge in thought-provoking case studies. You'll begin by learning the fundamentals of economics—the study of the allocation of resources to satisfy both needs and wants. Then, you'll analyze case studies on a variety of businesses from a small company to an entire industry - set in the environments of local, national, and global economies. Conclude with a Capstone Project and Exam.
Credit Hours: 3

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Program Description

The purpose of the Marketing MBA program is to provide a learning experience that students can readily transfer into everyday practice in their careers and businesses, especially in the field of marketing. Performance competency (skill- and knowledge-developing projects) and affective development (value-challenging experiences) are emphasized. Projects focus on enhancing the following skills: Internet, primary, and secondary research; software (MSWord, Excel, PowerPoint, and Project Management); creative; decision making; project and people management; analytical; synthesis; integrative; conceptual; and communication. The MBA program includes core courses in general functional areas and covers general management and administration skills that can be applied toward any field or industry. The program builds upon the core curriculum by focusing on advanced topics in marketing.

Program Objectives

Graduates of the Marketing MBA program will be able to demonstrate the ability to:

  1. Broaden the base of business administration knowledge, smoothing the transition from specialist to generalist.
  2. Utilize an expanded business vocabulary by exploring the functional and specialty areas of business management and healthcare administration.
  3. Conceptualize the impact of strategic decisions on various functional areas of business and evaluate business- and corporate-level strategies.
  4. Perform market segmentation, SWOT, and competitive analyses to take advantage of changes in the marketing environment and advances in technology.
  5. Apply cost management tools and techniques to managerial decision making.
  6. Develop overall leadership and team building skills to become a more effective change agent and achieve desired business outcomes.
  7. Assess the impact of individual and group decision-making processes, cultures and sub-cultures, and integrated marketing communications on consumer buying behavior.
  8. Analyze the financial disclosures required to effectively evaluate a business and make appropriate strategic decisions.
  9. Develop a sampling plan dictated by the constraints of a research project, including access to a population, time, and available funding utilizing the best data collection mode for reaching that sample.
  10. Plan, implement, and evaluate advertising and promotional programs based on a thorough understanding of the overall marketing process, consumer behavior, communications theory, and the media of advertising and promotion. )
  11. Apply the brand management process to product and service lines in order to increase awareness, company sales, and profits.
  12. Evaluate the impact of service quality on business operations and determine the appropriate focus for customer perception and expectations.
  13. Perform international marketing analysis to determine country attractiveness for a particular product and the most advantageous mode of entry.
  14. Research and analyze the competitive environment of an industry, recommend product, business, and strategic positioning changes within the industry, and develop associated strategic plans.

Advance your career in our online Marketing MBA program. Call 1-800-957-5412 or enroll online today.