Marketing Specialization

The Marketing specialization gives you an in-depth understanding of the concepts, tools, and practices of modern marketing. Brand management, B2B marketing, marketing analytics, segmentation, positioning, account management, as well as other marketing topics, will hone your skills to develop and implement successful marketing strategies.

12 credit hours required for specialization

First Year:  Spring Semester
BUAD 641 - Marketing Research

2 Credits


This course is designed to examine marketing research as a systematic process that delivers actionable insights. Special emphasis will be given to digital tools that can be used for data collection and analysis. Topics will include research design and methods, with a focus on how to utilize marketing research for effective management decisions.

Second Year:  Fall Semester
BUAD 598B - Business to Business Marketing CAM (required)

6 Credits


The "Customer-Driven Decision Making" module focuses on preparing students for careers in marketing management, primarily in product and brand management for consumer goods (B2C marketing). The module is organized around the structure and content of a basic marketing plan, with the goal that students will develop a rich understanding of the tools and frameworks of product or brand management as they are applied in the contemporary customer-driven organization.

Second Year Marketing or Free Choice Elective (required)
Second Year:  Spring Semester
Second Year Marketing Elective (required)
At least one of the following Marketing courses is required
BUAD 6461 - Product Management

3 Credits


Product Management is an advanced course that focuses on operational-level marketing analysis, with an emphasis on translating marketing strategies into coherent operating plans. While all marketing functions, there is a strong focus on product decisions and the new product development process in marketing programs. The course also develops quantitative and qualitative analysis of market data as part of the planning and control functions.

BUAD 6421 - Marketing Strategy

3 Credits


Focuses on analyzing market threats and opportunities, assessing competitive advantages, forecasting patterns of market evolution and developing marketing strategies that are consistent with these assessments.

BUAD 6431 - Digital and Integrated Marketing Comm

3 Credits


This course explores the evolving world of integrated marketing communications, with special emphasis on digital media. Students will create an integrated marketing communications plan to effectively promote a selected product to a target market through various media channels. In addition, students will examine how digital media tools can be applied to advance professional products and services as well as their personal brands.

BUAD 6441 - Customer Experience Management

3 Credits


To be competitive in today's marketplace, service organizations must provide a quality experience for their customers. Customer experience management (CEM) is the process of strategically managing a customer's entire experience with a company. Specifically, this course identifies the key dimensions on which customer perceptions of service excellence are based, and describes strategies for offering superior customer service. Key course concepts include: (1) identifying the key drivers of service excellence, (2) reducing problems (i.e., failures) in service performance, (3) measuring customer and employee satisfaction, (4) developing a service recovery system, (5) understanding the role of employees in the service process, (6) managing and measuring financial customer outcomes, (7) developing social media marketing strategy, and (8) managing customer rewards/loyalty programs. Students who complete this course will not only have a better understanding of how customers evaluate service firms; they will also have a "tool kit" of ideas, measures and techniques to help improve service excellence.

Students can also count ONE of the following toward specialization
BUAD 6321 - Corporate Finance Policy

3 Credits


This course is intended to give the students a forum to investigate both the theory and practice of finance in a corporate setting. It covers a broad spectrum of issues facing a financial manager including: planning and financial control; working capital policy; analysis of financing alternatives; capital structure and equity management policy; investment analysis; resource allocation policy; and corporate restructure and merger analysis.

BUAD 6741 - Principles of Negotiation

3 Credits


This course uses Game Theory to provide a theoretical foundation for understanding negotiation, and it provides first hand experience in different bargaining situations. A number of tools are developed that are useful in planning and preparing for a negotiation.

BUAD 6571 - Managing Change

3 Credits


Examines current issues in leadership and managerial strategies for successfully implementing, institutionalizing and evaluating change initiatives.

BUAD 6851 - Design Thinking

3 Credits


Design Thinking is a systematic, iterative, human-centered approach to solving tough, real-world problems that are often ill-defined and stubbornly immune to traditional problem solving approaches. Design Thinking is a methodology for generating innovative solutions that are at the intersection of people's needs, technology feasibility, and business viability. This course provides a hands-on introduction to Design Thinking methodologies and mindsets and encourages students to immediately put them into practice.

BUAD 6271 - Database Management

3 Credits


This course considers the application, logical structure and physical implementation of databases to aid in developing business intelligence Primary topics include data modeling, relational databases, structured query language, data analytics and visualization, amongst other contemporary data management topics. Multiple database management systems and analytical platforms may be introduced.

BUAD 6711 - Advanced Modeling

3 Credits


This course is designed to provide students with the skills necessary to develop advanced decision models using a variety of programming and database tools.