Azure University’s Master of Business Administration with a concentration in Marketing prepares students for careers based on the evolving needs of consumer and business behavior. Students will learn the psychology behind mastering the art of marketing.
| PROGRAM BREAKDOWN BY COURSE | ||
|---|---|---|
| COURSE NUMBER | COURSE TITLE | CREDITS HOURS |
| NOTE: If a bachelor degree program entrance requirement is to transfer having earned an associate degree, enter the transfer of credit here. | ||
| GMB 500 |
Business Law
This course prepares students to evaluate the legal risks associated with business activity. Students create proposals to manage an organization’s legal exposure. Other topics include the legal system, alternative dispute resolution, enterprise liability, product liability, international law, business risks, intellectual property, legal forms of business, and governance. |
3.0 |
| GMB 510 |
Economics
This course applies economic concepts to make management decisions. Students employ the concepts of scarce resources and opportunity costs to perform economic analysis. Other topics include supply and demand, profit maximization, market structure, macroeconomic measurement, money, trade, and foreign exchange. |
3.0 |
| GMB 520 | Accounting
This course applies accounting tools to make management decisions. Students learn to evaluate organizational performance from accounting information. Other topics include financial statements, cost behavior, cost allocation, budgets, and control systems. |
3.0 |
| OPTION | MARKETING | |
| MKT 530 | Consumer Behavior
Marketing begins and ends with the customer, from determining customers' needs and wants to providing customer satisfaction and maintaining customer relationships. This course examines the basic concepts and principles in customer behavior with the goal of understanding how these ideas can be used in marketing decision making. The class will consist of a mix of lectures, discussions, cases, assignments, project work and exams. Topics covered include customer psychological processes (e.g., motivation, perception, attitudes, decision-making) and their impact on marketing (e.g., segmentation, branding, and customer satisfaction). The goal is to provide you with a set of approaches and concepts to consider when faced with a decision involving understanding customer responses to marketing actions. |
3.0 |
| MKT 540 | Brand Management
Which brands make you happy? Apple? Amazon? Starbucks? Everlane? Soulcycle? Sweetgreen? What draws you into these brands? How do companies create compelling brand experiences? How could you cultivate a well-loved brand? This course explores such questions with the goal of identifying the ingredients for building an inspired brand. The course is created for students interested in building a brand and/or immersing themselves in the enhancement of an existing brand, and it is comprised of lectures, cases, guest speakers, discussions, in and out of class exercises, and a final project. Broadly, the course will be divided into four parts: 1) Understanding Brand, 2) Crafting Brand, 3) Measuring Brand, and 4) Managing Brand. The course will provide students with an appreciation of the role of branding and (taking a consumer-centric approach) will augment students' ability to think creatively and critically about the strategies and tactics involved in building, leveraging, defending, and sustaining inspired brands. |
3.0 |
| MKT 550 | Lead Generation
This course teaches students marketing strategies that will attract new business, as well as retain and foster repeat customers in the world of digital selling. When executed effectively, these strategies will increase brand awareness, drive leads, boost referrals, maximize a brand's return on investment (ROI), and also create brand loyalists who refer others. Why is this course important? Finding customers and generating sales is key to the success of any business, and companies can no longer rely on traditional strategies that once worked. The Internet has changed how people make buying decisions. Today, everyone has a channel and the ability to research products and services that interest them. This course will teach students creative ways to grab the attention and stay relevant amongst sophisticated consumers who are much less tolerant of advertising and sales. |
3.0 |
| MKT 560 | Marketing analytics and insights
The Master of Science in Marketing Analytics and Insights arms marketing and business professionals with the analytical skills they need to advance and build their careers. You will develop a strong base in marketing strategy, consumer behavior, marketing analysis, and insights while learning the fundamental skills and tools to secure and analyze marketing data. Our program will prepare you to interpret marketing data and generate ideas and recommendations for real-world business problems. This program is designed for working professionals who want increased knowledge and skills to advance their careers in industries as varied as business, nonprofits, and governmental agencies. This program will help you understand and evaluate consumer attitudes and beliefs that influence consumer actions and decision processes. You'll learn to form effective marketing strategies based on the relevant data and apply big data analytic methods like predictive analytics and data mining. |
3.0 |
| MKT 570 | Digital Marketing
This course has three main objectives: Students will gain industry background knowledge to knowledgeably navigate Internet Marketing topics including online advertising, search, social media, and online privacy. Students will learn to quantitatively and qualitatively evaluate an experiment to measure the effectiveness of business decisions and online advertising effectiveness particular. Students will also gain knowledge to design and implement an experiment. Students will become certified users of HootSuite, a social media management platform. Students will learn and apply best practices for social media marketing. |
3.0 |
| MKT 580 | Customer Relation Management (CRM)
This course examines customer relationship management (CRM) and its application in marketing, sales, and service. Effective CRM strategies help companies align business process with customer centric strategies using people, technology, and knowledge. Companies strive to use CRM to optimize the identification, acquisition, growth and retention of desired customers to gain competitive advantage and maximize profit. Anyone interested in working with customers and CRM technology and would like to be responsible for the development of any major aspect of CRM will find this course beneficial. Emphasis is given on both conceptual knowledge and hands-on learning using a leading CRM software. |
3.0 |
| MKT 590 | International Marketing Management
International Marketing is a course designed to introduce you to the marketing practices of companies seeking market opportunities outside their home country, and to raise your awareness about the importance of viewing marketing management strategies from a global perspective. You will learn to plan effectively for the marketing of consumer and business needs and wants on an international level. Special emphasis will be placed on cultural and environmental aspects of international trade, and integration of culture and marketing functions. |
3.0 |
| MKT 595 | Promotional Management
This is an advanced course in the field of Marketing which focuses on the role of promotion (a.k.a. Marketing Communications) efforts in our society and how they can be used by organizations to further their Marketing objectives. Emphasis will be on the practical application of learning gained in earlier courses, including the development of an Integrated Marketing Communications (IMC) campaign. |
3.0 |
| MKT 600 | Capstone: Business Strategies
Simply put “The capstone is probably the single most important class in the entire program.” Its serves as the culminating experience in our MBA program, a capstone or thesis project bridges academic study and professional practice, applying the skills gained from an MBA to real-world business management and research. Thesis projects commonly take a more academic, research-based approach, while capstones focus on the practical side of business, often requiring students to identify and solve problems at real companies. Capstones require students to synthesize everything they’ve learned from their MBA programs, serving as their best opportunity to demonstrate understanding of business principles and practices. A student contemplating an independent study project must first find a faculty member who agrees to supervise and approve the student's written proposal as an independent study. If a student wishes the proposed work to be used to meet the requirement, he/she should then submit the approved proposal to the MBA adviser who will determine if it is an appropriate substitute. Such substitutions will only be approved prior to the beginning of the semester. |
4.0 |
Tuition and fees for Azure University’s Master of Business Administration with a concentration in Marketing program are assessed on an annual basis which may include fees specific to a program. For more information on program tuition and fees click here.
Our academic programs at Azure University offer study abroad opportunities where students will have the ability to put into practice what they’ve learned in the classroom and apply it to real-world situations. In the final semester of matriculation, study abroad locations in China, Hong Kong, Brazil, Chile, Canada and the USA will be available for registration. Apply to Azure University to begin your education journey today!
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