COURSE CURRICULUM

The Marketing specialization requirements for the MBA program are designed to provide students with advanced knowledge and practical skills in key areas of modern marketing. In addition to completing the core MBA curriculum, students pursuing the marketing specialization are required to take three additional marketing courses that focus on research, consumer analysis, and digital marketing strategies. These specialization courses are offered asynchronously online, providing flexibility for students to complete coursework according to their schedules while maintaining access to high-quality instruction and learning resources. The first required course, Marketing Research, helps students develop the ability to gather, analyze, and interpret market data to support strategic business and marketing decisions. Students learn research methods, data collection techniques, market analysis, and the use of research findings to identify customer needs and evaluate marketing effectiveness. The Consumer Behavior course focuses on understanding the psychological, social, cultural, and behavioral factors that influence purchasing decisions and customer preferences. Through this course, students gain insight into how consumers think, make decisions, and respond to marketing strategies, allowing businesses to create more targeted and effective campaigns. The Foundations of Digital Marketing course introduces students to modern digital marketing tools, online communication strategies, social media marketing, search engine optimization, digital advertising, and customer engagement in online environments. Students learn how businesses use digital platforms to build brand awareness, connect with customers, and improve market reach in today’s technology-driven economy. Together, these courses provide students with a balanced combination of analytical, strategic, and practical marketing skills that are highly valuable in contemporary business settings. The specialization prepares graduates for careers in areas such as marketing management, digital marketing, consumer insights, brand management, advertising, market research, and business development. Overall, the marketing specialization equips students with the expertise needed to understand customer behavior, apply data-driven marketing strategies, and succeed in competitive and rapidly evolving global markets.