MBA Marketing Concentration

Become a marketing prospect firms seek to hire.

The marketing concentration in the Broad Full-Time MBA program at Michigan State University focuses on your success in becoming a sought-after prospective hire. From the start of your first year, you’ll work with professors and other first-year students to prepare for internship interviewing. You will have numerous opportunities throughout the program to apply marketing knowledge to the real world, and you will develop the ability to create and grow marketing equity as you plan a career in brand management, business development or marketing research.

There’s no limit to what Broad MBA graduates are capable of doing. See where the marketing concentration can take you.

Key Placement Areas

Brand Management

Product Management

Market Research

Pricing and Marketing Analytics

Promotion and Placement

Marketing MBA Concentration Courses

Future marketing management executives must be able to critically think their way through problem solving. MBAs in marketing are taught how to reason in an open-ended manner, to have the ability to construct the situation, discover opportunistic problems, compile and analyze information in new ways while creating solutions. All this is done with supporting reasoning behind the solution.

MKT 806 Marketing Research for Decision Making

Collection and analysis of marketing research data for marketing decision making. Focuses on marketing research methods for data collection and introductory data analysis.

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MKT 807 Consumer Insights

Traditional and emerging research tools that organizations use to capture the voice of the customer. Application of behavioral science research in developing deep understanding of customers that can be used in developing marketing strategies, including segmentation, positioning, branding, advertising, customer satisfaction and loyalty.

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MKT 809 Pricing, Profitability and Marketing Metrics

Design, management and integration of pricing into the marketing mix and the revenue yield strategies of the firm. Analytic, empirical and simulation approaches to pricing.

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MKT 810 Open Innovation Management

Development of new product ideas for service firms and physical good manufacturers using voice of the customer approaches, leveraging ideas from channel partners and from frontline employees. Fuzzy front end of the innovation process.

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MKT 811 Brand Insights

Brand strategy consumer and customer analysis, competitive brand analysis and brand planning.

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MKT 816 Marketing Analysis

Analysis of marketing data from a variety of sources for decision making. Use of statistical software to analyze marketing data. Scanner data, data mining, and web site metrics and analytics.

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MKT 817 Business Development and Sales Management

Managing the sales operation of the firm. Planning, implementing and controlling the personal selling function. Analysis of sales territories. Management of recruitment, selection, training and motivation of sales personnel. Evaluation of sales performance.

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MKT 820 New Product Development and Portfolio Management

New product development processes for service firms and physical good manufacturers. Execution of the product development stages and gates with a focus on concept testing, assessing project risks and business case development.

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MKT 821 Brand Strategy

Brand strategy analysis, planning and development.

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MKT 860 Understanding and Assessing the Global Business Environment

Fundamentals of the international business environment and their impact on a global organization’s operations.

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MKT 862 Global Marketing

Marketing strategies for global market expansion, global marketing planning and marketing program execution.

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Opportunities for Marketing MBAs

MBA Marketing Association (MBAMA)

Join the MBA student-led organization that offers opportunities for friendships and networking, researching careers and access to marketing resources. The MBAMA sponsors a mentorship program with top corporations, the marketing case competition, development of alumni contacts and presentations by marketing professionals.

Mentoring from Marketing Faculty

Our marketing MBA faculty members prepare future business leaders and scholars for success in the fields of sales, marketing management, marketing research, and international marketing, and strive to be at the forefront of knowledge through their research, teaching, service and outreach efforts.