The Strategic Marketing concentration offers an overview of critical marketing functions including research, branding and sales management. In addition, special attention is given to Direct Interactive Marketing, which focuses on one-to-one customer relationship building, direct response marketing and customer lifetime value. In these courses, students will be instructed on how to employ customer databases to create interactive communication campaigns, acquire customers and retain customers through customer relationship management programs. Students will become familiar with resources at the Taylor Institute for Direct Marketing. Additional resources supporting this concentration include the Suarez Applied Marketing Research Laboratory and the Fisher Institute for Professional Selling. Students may choose the Direct Interactive Marketing Track, the traditional Strategic Marketing Track or may combine any three of the six courses.
|Direct Interactive Marketing Track|
|6600:615||Cross Media Database Marketing||(3 credits)|
|6600:650||Customer Relationship Management||(3 credits)|
|6600:635||E-Commerce and Interactive||(3 credits)|
|Traditional Strategic Marketing Track|
|6600:640||Business Research Methods||(3 credits)|
|6600:625||Brand Management||(3 credits)|
|6600:681||Sales Management||(3 credits)|
(*Required for students with no work experience; taken for credit but not applied toward graduation requirements.)
Gateway courses may be waived based on recent comparable coursework or waiver exams.
Students must show proficiency in the following areas critical to success in the MBA:
There are many ways to show proficiency, including testing.
*All core and Professional courses require Excel, writing and statistics proficiency prior to enrollment.
The Action learning course CAN be satisfied within the concentration. Review the full list of approved Action Learning courses.
(Restricted to students graduating within two semesters.)
Students currently admitted to this program may have different course requirements than those listed here. Refer to your official Program Checklist and DARS in My Akron for your program requirements.