Graduate Marketing Program

Our online Master's Degree in Marketing 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

MG600 - Orientation  

This non-credit orientation is a foundation-building experience that introduces and refreshes the skills necessary for success in your Graduate 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 Marketing.

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

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

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

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

MB655 - Business Law  

An in-depth view of the impact of public interest and government regulation on business activities. Emphasis is placed on the legal ramifications of corporate governance, citing court cases and judicial decisions that reveal the law's interface with business actions. Thought-provoking examples further demonstrate the law's broad influence on the day-to-day decisions involved in business operations and management.
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

MG647 - Public Relations  

This course surveys the field of public relations from its basic concepts to the application of the public relations theories in practice. It examines the theories and principles which impact the practice of public relations and demonstrates how those theories are being applied in public and private sector workplaces. Finally, the course will allow the student to demonstrate content knowledge and professional abilities through skill-enhancing exercises and activities.
Credit Hours: 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

Semester 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

MG651 - Ethics in Marketing  

Marketing Ethics is a course designed to familiarize students with the role ethical theory plays in decision making. This course explores the need for ethical decision making in all stages of developing and implementing a marketing strategy, including market research, market segmentation, product management, advertising, and personal sales. Students will also leave this course with a foundation in ethics that will provide a personal framework from which to make ethical decisions in their future business and personal lives.
Credit Hours: 3

MT609 - Capstone: Strategic Management  

This Capstone Course is a comprehensive overview of the strategic management process, both in theory and practice. The course integrates theoretical knowledge with analytical ability in the form of comprehensive case analyses of real-world business scenarios. Students have the opportunity to sharpen their analytical skills and apply their education and experience to confront the challenges that are faced by companies and their leaders in a dynamic and sometimes volatile business environment.
Credit Hours: 3

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Program Description

The purpose of the Masters of Science in Marketing program is to provide a learning experience that students can readily transfer into everyday practice in their marketing careers and businesses. 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 program is designed to provide a high degree of specialization within the area of marketing, with an in-depth understanding of advanced concepts, knowledge and skills.

Program Objectives

Graduates of the Masters of Science in Marketing program will be able to demonstrate the ability to:

  1. Examine the emerging challenges that are transforming the corporate landscape with respect to marketing.
  2. Utilize an expanded marketing vocabulary by exploring the functional and specialty areas of marketing.
  3. Perform market segmentation, SWOT, and competitive analyses to take advantage of changes in the marketing environment and advances in technology.
  4. Assess the impact of individual and group decision-making processes, cultures and sub-cultures, and integrated marketing communications on consumer buying behavior.
  5. 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.
  6. Develop overall leadership and team building skills to become a more effective change agent and achieve desired business outcomes.
  7. Evaluate the legal issues arising in the operation of a typical business and apply legal concepts in making and implementing business decisions.
  8. 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.
  9. Evaluate the impact of public relations on various businesses, industries, and organizations, and design crises scenarios to counter negative publicity.
  10. Apply the brand management process to product and service lines in order to increase awareness, company sales, and profits.
  11. Evaluate the impact of service quality on business operations and determine the appropriate focus for customer perception and expectations.
  12. Perform international marketing analysis to determine country attractiveness for a particular product and the most advantageous mode of entry.
  13. Analyze current ethical issues related to market research and segmentation, product management, advertising, and personal sales to make sound marketing decisions.
  14. Examine the strategic management process and evaluate the challenges faced by companies and their leaders in the form of comprehensive case analyses of real-world business scenarios.

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