Understanding and anticipating consumer behavior, conducting quantitative and qualitative market research and leading strategic marketing campaigns are some of the tasks associated with a career in marketing. By focusing on the development of leadership skills needed to drive an organization’s marketing strategy, THE AMERICAN UNIVERSITY’s online Master of Business Administration with a concentration in marketing equips students with the skills to lead these initiatives within an organization.
PROGRAMS
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- Master of Business Administration – Marketing Concentration
Bachelor of Science in Occupational Safety & Health
August 21, 2018
Master of Business Administration – Public Administration Concentration
August 21, 2018
Master of Business Administration – Marketing Concentration
The Master of Business Administration (MBA) degree program focuses on relevant business concepts, application of business research skills, and job-related behaviors critical for success in today’s competitive environment.The MBA program provides the training and expertise needed to gain an edge in an ever-evolving business climate. Courses in the MBA program integrate strategies and theories aligned with organizational operations and business structures.
Categories: MASTER DEGREE PROGRAMS, SCHOOL OF BUSINESS
Tags: BUSINESS ADMINISTRATION, Marketing, MASTER DEGREE
Upon completion of the program, students should be able to do the following:
- Evaluate the concepts of professional integrity.
- Analyze processes that influence the control and management of organizations.
- Explain how key international factors affect business.
- Apply the various theories and methods associated with employee motivation and morale.
- Contrast different organizational forms that apply to different marketing strategies.
- Apply different marketing strategies to fit organizational goals.
The Master of Business Administration (MBA) degree program focuses on relevant business concepts, the application of business research skills, and job-related behaviors critical for success in today’s competitive environment. The MBA program provides the training and expertise needed to gain an edge in an ever-evolving, business climate. Courses in the MBA program integrate strategies and theories aligned with organizational operations and business structures.
Prepares students for management-level positions in the field of marketing. This concentration enables managers and business leaders to focus on the managerial skills and business knowledge that are necessary to understand the changing global economy, anticipate consumer needs, translate those needs into products and services, and create campaigns to sell their products for a profit.
Major Requirements | Total Required Semester Hours: 24
MBA 5101 Strategic Management and Business Policy
MBA 5101 Strategic Management and Business Policy (``3 SEMESTER HOURS``)
Description
Examines both contemporary and traditional management approaches to determine strategic direction and business policy. Topics include the development of corporate governance; the roles and responsibilities of boards of directors; and the benefits of using strategic planning processes, including formulation, implementation, evaluation, and a comparison of various strategic planning models.
Outcomes
- Compare and contrast different strategic models.
- Compare and contrast the integral functions of corporate governance.
- Explain how the evolvement of the Internet affects corporations based on current worldwide trends.
- Analyze the processes for formulating corporate strategy.
- Evaluate methods that impact strategy implementation, such as staffing, directing, and organizing.
PreRequisites
None
Textbook(s)
Integrated Learning Resource
Publisher: (No information available)
Author: (No information available)
ISBN: (No information available)
Price: (No information available)
* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the AU Bookstore at [email protected]
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MBA 5401 Management Information Systems
MBA 5401 Management Information Systems (``3 SEMESTER HOURS``)
Description
Considers the theory and practice of management information systems, including information requirements analysis, design methodology, and system implementation considerations. Topics include new technology convergence, management of disrupted technology, technology impacts, and business continuity planning.
Outcomes
- Summarize the complexities of information technology practices.
- Describe the role of the information technology professional within an organization.
- Evaluate the process of developing an information system for an organization.
- Explain how information technology systems influence organizational strategies.
- Examine information systems decision-making from a managerial perspective.
- Compare and contrast databases and database management.
- Evaluate the driving ethical issues of information systems.
- Analyze the importance of software, hardware, and telecommunications to the business.
- Examine advanced information systems solutions such as ERP (enterprise resource planning) and SAP (software application and products).
- Explain important information systems compliance and security considerations.
PreRequisites
None
Textbook(s)
Management information systems: Managing the digital firm (Rev: 14th ed.)
Publisher: Pearson (2016)
Author: Laudon, K. C., & Laudon, J. P.
ISBN: 978-0-13-389816-3
Price: (No information available)
* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the AU Bookstore at [email protected]
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MBA 5501 Advanced Marketing
MBA 5501 Advanced Marketing (``3 SEMESTER HOURS``)
Description
Provides an overview of advanced topics in marketing planning, strategy, analysis, and control. Emphasis on consumer needs and analysis, market position, competition, and public policy environment related to marketing activities.
Outcomes
- Explore the management of marketing implementation and control processes for organizations to predict business outcomes.
- Synthesize the use of marketing research and demand forecasting to predict business outcomes, and contrast the influence of micro and macro environment factors on marketing strategies.
- Compare new product development and competitive product strategies.
- Analyze consumer relationships and buying processes by outlining the development and cultivation of customer relationships considering value, satisfaction, and loyalty.
- Distinguish between market segmentation, market targeting, and brand equity in the market planning process.
- Explore positioning, differentiation, and pricing strategies for effective marketing scenarios.
- Compare holistic, direct, personal selling, retail, and wholesale marketing concepts.
- Examine the key aspects in managing advertising, sales, promotion, events, and public relations.
PreRequisites
None
Textbook(s)
Marketing management (Rev: 15th ed.)
Publisher: Pearson (2016)
Author: Kotler, P., & Keller, K. L.
ISBN: 9780133856460
Price: (No information available)
* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the AU Bookstore at [email protected]
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MBA 5652 Research Methods
MBA 5652 Research Methods (``3 SEMESTER HOURS``)
Description
Guides students in advancing their knowledge of different research principles used to embrace organizational opportunities and combat weaknesses and threats. Students compile a SWOT analysis and develop an understanding of research tools used in business and industry.
Outcomes
- Discuss the importance of research-based decision making in a company.
- Examine the developmental components of a research study.
- Explore quantitative research methods.
- Describe how qualitative research methods are used.
- Appraise experimentation and observation research methods.
- Conduct an environmental scan of an organization to result in an analysis of its strengths, weaknesses, opportunities, and threats (SWOT).
- Appraise current research tools used in business and industry.
- Summarize how a company applies research methods to solve problems within the organization.
PreRequisites
None
Textbook(s)
Integrated Learning Resource
Publisher: (No information available)
Author: (No information available)
ISBN: (No information available)
Price: (No information available)
* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the AU Bookstore at [email protected]
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MBA 6001 Organizational Research and Theory
MBA 6001 Organizational Research and Theory (``3 SEMESTER HOURS``)
Description
Examines organizational theory and managerial concepts of human behavior in organizations. Topics include theoretical and practical application of motivation, leadership, power, and reward systems. Provides a balanced view of the structural and human aspects of organization design.
Outcomes
- Analyze the effects and applications of various organizational structures and levels of authority on employee motivation, morale, and culture.
- Compare and contrast the impact of models of leadership on decision making and change within the organizational structure.
- Explore sources and effects of power on managing conflict within an organization.
- Examine the relationship between reward systems, organizational goals, and productivity.
- Apply the practices of research and theory to models for organizational change.
- Distinguish among organizational design models and organizational structures.
- Evaluate organizational design and strategy within the global operations environment.
PreRequisites
None
Textbook(s)
Integrated Learning Resource
Publisher: (No information available)
Author: (No information available)
ISBN: (No information available)
Price: (No information available)
* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the AU Bookstore at [email protected]
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MBA 6301 Business Ethics
MBA 6301 Business Ethics (``3 SEMESTER HOURS``)
Description
Explores the role of individual, business, and government activities related to ethically responsible commerce and socially beneficial business activity.
Outcomes
- Analyze the concepts of business ethics from a personal and an organization perspective.
- Assess the ethical issues facing business leaders.
- Differentiate among the concepts of social responsibility, integrity, and business ethics.
- Explain the significance of ethics-based decision making in the business environment.
- Analyze the influence of corporate culture, including leadership, power, and motivation, on business ethics in the workplace.
- Explain the pressures that influence ethical decision making in the organization.
- Evaluate the need for ethical standards, codes of ethics, and practices in business.
- Assess the auditing process for adherence to ethical practices.
- Analyze the role that culture plays in global business ethics.
PreRequisites
None
Textbook(s)
Integrated Learning Resource
Publisher: (No information available)
Author: (No information available)
ISBN: (No information available)
Price: (No information available)
* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the AU Bookstore at [email protected]
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MBA 6601 International Business
MBA 6601 International Business (``3 SEMESTER HOURS``)
Description
Examines current patterns of international business and social, economic, political, and cultural systems impacting the conduct of business. Topics include international business transactions, financial institutions facilitating international transactions, and the interface between nation states and the firms conducting foreign business activities.
Outcomes
- Differentiate international business from domestic business operations.
- Analyze the effects of political, legal, economic, and cultural dimensions of international business on an organization.
- Evaluate policies and factors affecting international trade patterns.
- Distinguish between absolute advantage and comparative advantage trade theories.
- Explore the influence of regional trading groups on an organization.
- Examine economic concepts and indicators.
- Calculate the implications of foreign exchange rates.
- Examine the major marketing considerations applicable to international business.
- Compare the accounting concepts of Generally Accepted Accounting Principles (GAAP) and International Financial Reporting Standards (IFRS).
- Explore international human resource management and staffing approaches associated with multinational enterprises (MNEs).
PreRequisites
None
Textbook(s)
Integrated Learning Resource
Publisher: (No information available)
Author: (No information available)
ISBN: (No information available)
Price: (No information available)
* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the AU Bookstore at [email protected]
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MHR 6451 Human Resource Management Methods
MHR 6451 Human Resource Management Methods (``3 SEMESTER HOURS``)
Description
Examines personnel administration for line supervisors and managers and integrates a systems approach to government regulation of employment, employment laws, conflict resolution, and performance-based personnel management.
Outcomes
- Propose leadership theories that could advance employee motivation.
- Discuss the impact of employment law on an organization’s policy on equal employment opportunity.
- Assess the role of culture in human resource management practices within a global organization.
- Develop a human resource plan to address employee conflict.
- Evaluate performance-based review processes.
- Appraise the impact of different compensation strategies that relate to employee motivation.
- Create a training and development module for midlevel business managers.
- Analyze the impact of different collective bargaining strategies on employee morale.
PreRequisites
None
Textbook(s)
Integrated Learning Resource
Publisher: (No information available)
Author: (No information available)
ISBN: (No information available)
Price: (No information available)
* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the AU Bookstore at [email protected]
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CONCENTRATION | Total Required Semester Hours: 12
MBA 5841 Strategic Marketing
MBA 5841 Strategic Marketing (``3 SEMESTER HOURS``)
Description
Presents an overview of marketing management with an emphasis placed on enabling the marketing manager to create strategies that “fit” the product/service to the organization’s distinctive competencies and its target market. Develops decision-making skills in marketing and provides an overview of the strategic marketing management process. Reviews the different methods used to address and exemplify the many issues and problems that are involved in creating and implementing the marketing strategy.
Outcomes
- Analyze an organization’s strategic marketing goals that align with its mission.
- Examine organizational growth opportunities.
- Contrast different product market strategies.
- Evaluate an integrated marketing communication mix.
- Create a budget to include marketing, financial, and production resources.
- Classify concepts related to price and its impact on business strategies.
- Construct recovery strategies to improve organizational marketing goals.
- Develop an integrated comprehensive marketing strategy for an organization’s product offering.
PreRequisites
None
Textbook(s)
Strategic market management (Rev: 11th ed.)
Publisher: Wiley (2018)
Author: Aaker, D. A., & Moorman, C.
ISBN: 9781119392200
Price: $59.43
* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the AU Bookstore at [email protected]
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MBA 5851 Marketing Research
MBA 5851 Marketing Research (``3 SEMESTER HOURS``)
Description
Introduces students to the marketing research process and the importance of market research within an organization. The course includes an exploration of the methodologies that market researchers use to compile and analyze information through the use of statistical tools. Ethical aspects of market research are also be examined.
Outcomes
- Describe the scope of market research through the marketing research process.
- Explain the difference between the methodologies of qualitative and quantitative research.
- Examine the primary scales of measurement used in market research.
- Interpret the criteria used for scale evaluation to assess reliability, validity, and generalization.
- Indicate how researchers use questionnaires to obtain accurate data and minimize response error.
- Compare probability sampling techniques utilized by marketing researchers.
- Evaluate the significance of data analysis.
- Discuss the importance of interpreting results with emphasis on interactions, relative importance of factors, and multiple comparisons.
- Explain the nature and methods of bi-variant regression analysis.
- Illustrate the ethical responsibilities of marketing research.
PreRequisites
None
Textbook(s)
Essentials of marketing research (Rev: 6th ed.)
Publisher: Cengage (2016)
Author: Babin, B. J., & Zikmund, W. G.
ISBN: 9781305263475
Price: $203.89
* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the AU Bookstore at [email protected]
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MBA 5861 New Product Marketing
MBA 5861 New Product Marketing (``3 SEMESTER HOURS``)
Description
Explores several new product subject areas including marketing, branding, creative design, and management issues related to new product marketing. Designed for students interested in brand management and positioning in the context of both small entrepreneurial firms and large corporations. Explores the challenges faced by marketers, business managers, and consultants in bringing a new technology to the market.
Outcomes
- Describe the management challenges associated with introducing a new product to market, including developing a brand strategy.
- Develop strategic goals based on the strategic platform decisions and target market selection.
- Explain the importance of the creative element with respect to developing innovative products and their respective marketing programs.
- Assess the value of branding within the context of new product development and management.
- Explain the impact of positioning and brand equity on new product development.
- Evaluate methods of measuring and interpreting brand performance.
- Examine the role of brand extensions in the management of new product introductions.
- Discuss the management of new product brands to include management over a period of time and overcoming geographic boundaries.
PreRequisites
None
Textbook(s)
Strategic brand management: Building, measuring, and managing brand equity (Rev: 4th ed.)
Publisher: Prentice Hall (2014)
Author: Keller, K. L.
ISBN: 978-0132664257
Price: $190.84
* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the AU Bookstore at [email protected]
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MBA 5871 Business to Business Marketing
MBA 5871 Business to Business Marketing (``3 SEMESTER HOURS``)
Description
Provides a presentation of strategic marketing and business policies with an application of the business-to-business platform. Focus is placed on the organizational buyer and the need for a relationship based buying structure. Concepts include the foundations of e-commerce, retailing and advertising, market research, various marketing strategies and implementation of such strategies, and the management of business marketing channels.
Outcomes
- Differentiate between business-to-business (B2B) and business-to-consumer (B2C) marketing.
- Analyze several strategic marketing B2B models.
- Examine the importance of developing relationships with customers, suppliers, and buyers within the B2B model.
- Discuss the organizational buying complexities including the long sales cycle, multiple buyers, complex purchase process, and the high volume of sales.
- Describe the guidelines for effective marketing within the B2B sector, utilizing the marketing mix.
- Summarize the importance of e-commerce in the business-to-business world.
- Distinguish how global competition will impact B2B marketing.
- Explain business-to-business marketing ethics.
PreRequisites
None
Textbook(s)
Business marketing management: B2B (Rev: 11th ed.)
Publisher: South-Western (2013)
Author: Hutt, M. D., & Speh, T. W.
ISBN: 978-1-133-18956-5
Price: $275.15
* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the AU Bookstore at [email protected]
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