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 Concentration Courses
Future marketing 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.
View full course description at the Office of the Registrar.
- 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.
View full course description at the Office of the Registrar.
- 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.
View full course description at the Office of the Registrar.
- 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.
View full course description at the Office of the Registrar.
- MKT 811 Brand Insights
Brand strategy consumer and customer analysis, competitive brand analysis and brand planning.
View full course description at the Office of the Registrar.
- MKT 812 Integrated Marketing Communication
Concepts, frameworks and leading-edge practices of integrated marketing communications (IMC), including traditional and digital media. Selection of appropriate media for the target audience and developing effective marketing communication campaigns that enhance the value of the brand.
View full course description at the Office of the Registrar.
- 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.
View full course description at the Office of the Registrar.
- 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.
View full course description at the Office of the Registrar.
- 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.
View full course description at the Office of the Registrar.
- MKT 821 Brand Strategy
Brand strategy analysis, planning and development.
View full course description at the Office of the Registrar.
- MKT 822 Applications in Integrated Marketing Communication
Applications and experiential learning in integrated marketing communications. Developing and delivering effective and efficient integrated marketing communication strategies and tactics that enhance the value of the brand in a global environment.
View full course description at the Office of the Registrar.
- MKT 860 Understanding and Assessing the Global Business Environment
Fundamentals of the international business environment and their impact on a global organization’s operations.
View full course description at the Office of the Registrar.
- MKT 862 Global Marketing
Marketing strategies for global market expansion, global marketing planning and marketing program execution.
View full course description at the Office of the Registrar.
- MKT 870 Global Business Strategy
Strategic issues in the management of the firm in the global environment. Competitive strategy development and implementation within and across functional areas.
View full course description at the Office of the Registrar.
- MKT 872 Experiential Learning in Global Marketing Management
Classroom and field experience on global marketing planning and export marketing management, management of the marketing programs in global markets, defining the scope of work and preparing deliverables.
View full course description at the Office of the Registrar.
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.
Corporate Consulting Projects
Participate in corporate consulting projects – developing brand strategy, planning out market growth and domination, and more.
Student Treks
Participate in student treks for Marketing MBAs, such as to Wrigley’s.
Case Study Competitions
Test your tenacity at case study competitions such as the Wake Forest Marketing Analytics Summit.
“Broad MBA students are characterized as being innovative, collaborative and globally-minded. These characteristics are highlighted and reinforced every day in the program. We focus on entrepreneurship while encouraging and empowering our students to continually reinvent and reimagine themselves, their organization and their community.”
Sam Carter
Associate Professor of Marketing, Faculty Director of the Burgess Institute for Entrepreneurship and Innovation
Get Connected with Broad:
- Business College Complex
- 632 Bogue St
- East Lansing, MI 48824