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MBA in Marketing

The Future of Marketing The field of marketing has transformed in exciting ways. Tomorrow’s leaders are creating themselves today, and they have the creative agility, management skills, and deep marketing expertise to take the field into the future. With this MBA, you will be one of them.

Zola Coleman

"In my capacity as a brand management resident, I supported a senior Brand Manager on two brands within Nerf. I worked on both marketing and product development for these brands. My marketing responsibilities included leading asset creation, such as a video for Amazon and spearheading a gift with purchase initiative."
ZOLA COLEMAN, MBA'17
Marketing Concentration

To Be A Marketing Leader, You Need Real World Experience

Our Full-Time MBA concentration in Marketing is built to put you ahead of the game. Through our program, you may develop expertise in marketing strategy, brand management, marketing research, consumer behavior, and more in this ever-evolving discipline. Your understanding of consumers will be transformed based on data analytics. You will have the opportunity to learn about the evolving roles social media and mobile technology play in the consumer journey. And you will become fluid with strategies to navigate the forces of globalization in everything from product design to sales and supply chain.

Our expert professors put you at the forefront of current trends, help you develop solid innovation and management skills, and give you one of the deepest levels of specialization possible, with courses like Consumer Behavior, Brand and Advertising Management, Market Focused Strategy, and Marketing Research.

Not to mention, the real world experience that truly sets our rigorous program apart. Our unique corporate residency program gives you paid MBA-level work experience in marketing at a leading company.

D’Amore-McKim partners with some of the most successful and forward-looking businesses for our marketing residencies—including TJX Companies, LogMeIn, Zip Car, Hasbro, and Lindt & Sprüngli.

In our Full-Time MBA program, you will have a small, high touch cohort in which you will have a chance to learn from world-class faculty and build a network of students who have experience in other companies and industries, along with the valuable connections gathered in your corporate residency. This, and the skills you’ve gained, will give you all you need to rise to the occasion and be a leader in the future of marketing.


Program Details

To earn a Marketing MBA, students must complete the 16 credits of MBA core curriculum, corporate residency, and 12 credit hours from the marketing coursework listed below. You will also complete 12 credits from a second concentration of your choosing, and 15 elective credits of which 3 must be experiential in nature and 6 will be from courses offered at other schools and colleges at Northeastern to ensure that you graduate prepared to meet the interdisciplinary needs of businesses today.

The curriculum is subject to change by D’Amore-McKim faculty. Please monitor for updates.

Required Marketing MBA Courses (select 1): Details

Advanced Marketing Management

Faculty are hard at work to develop this course. Description will be added soon.

3 credits

Customer Value and the Enterprise

Examines the role of marketing as an organizational function and a set of processes to manage offerings that provide superior value to customers. Focuses on developing student skill in analyzing the customer and business environment and using that analysis to build an effective marketing strategy. Emphasizes methods for the identification, acquisition, and retention of customers in a way that provides mutual value to the customer and the organization.

2 credits

Details

Complete 9 credits from the following:

Elective Marketing MBA Courses Details

B2B and Strategic Sales

Covers business-to-business marketing and the key roles of managing relationships with large buyers, going to market, and the sales organization. Begins with an understanding of why and how firms, institutions, and organizations purchase products and services and the importance of the multifunctional buying center. Covers a proven selling process and presents compelling solutions to customers. Going-to-market topics include managing value-added resellers and distributors. Intended for all interested in marketing: future product managers who must rely on the sales force and distributors to introduce new products and promotions, future sales managers, and marketing executives who must manage the marketing-sales interface.

3 credits

Details

Brand and Advertising Management

Offers students an opportunity to obtain an in-depth understanding of the brand-building process amid radical changes in today’s marketing communications platforms. Exposes students to concepts, frameworks, and theories critical to developing branding and advertising strategy in the twenty-first century, including brand positioning, target audiences definition, creative advertising, integrated marketing communications, the influence of social media, and assessing marketing and media effectiveness.

3 credits

Details

Consumer Behavior

Focuses on the consumer as the key element of marketing strategy and application. Explores demographic, lifestyle, social, and cultural trends and their impact on consumer attitudes, motivations, and behavior. Other topics include group dynamics, family, learning, personality, and emotions and their impact on the business world. Offers an in-depth look at the consumer decision process as a model to guide the planning and evaluation of marketing strategies.

3 credits

Details

Digital Marketing

Explores the latest trends in technology and new media, their effect on marketing goods and services, and how to deliver value to the customer using the latest technological innovations. Examines the latest trends in digital marketing, such as mobile marketing, and how the mobile platform can be used for branding purposes and to enhance customer relationships. Explores topics such as branding and advertising via mobile phones, online social networks and communities, technology adoption in global emerging markets, and how the Internet empowers customers and enables firms to engage in customer advocacy. Also examines how marketing research is conducted for technological innovations and ethical concerns that arise with technology usage, such as privacy and security issues, identity theft, and the role of trust in digital marketing.

3 credits

Details

Driving Marketing Performance

Introduces how to measure, analyze, and evaluate the profit impact of marketing actions (MAP) by bringing together marketing, strategy, and finance. Your organization is going to spend millions on a new marketing or strategic initiative, but how will you know if it is working? Marketing performance measurement and feedback systems enable managers to take smarter risks by assessing experimental projects and forecasting the profit potential of bigger, bolder initiatives. Offers students an opportunity to explore systems that summarize marketing productivity and suggest steps for performance improvement in marketing strategy and tactics.

3 credits

Details

International Marketing

Develops understanding of the opportunities and challenges facing the international marketing executive, the decision-making process in marketing goods abroad, and the environmental forces—economic, cultural, and political—affecting the marketing process in the international marketplace.

3 credits

Details

Market Focused Strategy

Offers an advanced course in defining and managing an organization’s product-market strategy. Intended for marketing specialists and nonspecialists interested in incorporating a market focus from a general management or consulting perspective. Emphasizes using market information to choose and manage the company’s relationships with customers and competitors in a complex, changing environment, as well as the practical concerns of implementing and evaluating marketing strategy.

3 credits

Details

Marketing in the Service Sector

Provides students with knowledge of management needs and techniques associated with the service sector of the economy. Includes understanding the differences between goods and service marketing, and how these differences influence marketing strategy and the tactical design of marketing mix variables. Assists in understanding the difference between tangible goods and services, differences in the consumer evaluation process between goods and services, special marketing problems created by the differences between goods and services, and strategies that address the unique problems in service marketing.

3 credits

Details

Marketing Research

Provides an overview of the major qualitative and quantitative marketing research methodologies available to marketing managers. Explores customer relationship management (CRM) and multivariate statistical techniques including conjoint analysis, customer satisfaction, and service quality measurement.

3 credits

Details

New Product Development

Focuses on the challenges and decisions new-product managers face as they take ideas through the new-product-development process. Companies need to create, develop, and market new products and services continually to compete effectively in a rapidly changing environment. Provides an overview of the new-product-development process, with an emphasis on customer involvement in this process. Provides detailed insights on such topics as new-product strategy, idea generation, idea selection and evaluation, concept development and testing, product development and testing, and market testing.

3 credits

Details

Special Topics in Marketing

Offers an in-depth examination of selected issues and problems in marketing that are of current interest to faculty and students. Specific topics alternate depending on faculty availability and interest as well as student enrollment criteria. May be repeated without limit.

3 credits

Details


Is the MBA in Marketing Right for You?

If you see yourself emerging as a truly different person, the answer is yes. If you imagine a future where you can have a meaningful, relevant impact on the world of business, the answer is yes. If you’re ready to join people who think like you, now is the time to accelerate your career with our Full-Time MBA program.

Request More Information Today!