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Online Marketing Master’s Degree program curriculum

In a field as diverse as marketing, you’ll need a solid foundation of leadership, management, and communication skills to reach the highest level. Our online Marketing Master’s Degree program curriculum is designed to help you gain advanced, job-ready skills and knowledge in advertising theory, business law, public relations, brand management, ethics in marketing, and more.

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

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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.

Improve your prospects in the marketing field

Marketing is a field full of opportunities to advance into leadership and management roles. With core skills and an understanding of advanced concepts, you’ll be prepared to make a meaningful contribution to any organization. As an Ashworth College student, you’ll also get exclusive access to our Career Tools, which include job search guidance, interview prep, resume workshops, and more.

Ready to get started?

Advance your career in our online API Program Name program. Call 1-800-957-5412