Strategic Marketing MBA Concentration Overview

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.

Strategic Marketing Concentration (9 Credits)

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)

Your course selection within this concentration can satisfy the MBA Action Learning Course (0-3 credits) requirement of the MBA Requirements. Contact a Graduate Adviser for more information

Additional MBA Requirements

MBA Gateway Courses (0-12 credits)

  • 6200:601 Financial Accounting (3 credits)
  • 6400:602 Managerial Finance (3 credits)
  • 6400:655 Government and Business (3 credits)
  • 3250:600 Foundations of Economic Analysis (3 credits)
  • 6700:695 Gateway Internship* (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.

MBA Proficiencies

Students must show proficiency in the following areas critical to success in the MBA:

  • Microsoft Excel/Spreadsheets
  • Writing
  • Quantitative Skills/Statistics

There are many ways to show proficiency, including testing.

MBA Professional Courses* (6 credits)

  • 6700:696 Leading and influencing (required in year 1, first semester) (1 credit)
  • 6700:696 Professional Integrity and Social Responsibility (1 credit)
  • 6700:696 Negotiation (1 credit)
  • 6500:601 Business Analytics and Information Strategy (3 credits)

MBA Core Courses* (18 credits)

  • 6200:610 Process Analysis and Cost Management (3 credits)
  • 6400:674 Strategic Financial Decision Making (3 credits)
  • 6500:670 Management of Supply Chain and Operations (3 credits)
  • 6500:652 Managing People in Organizations (3 credits)
  • 6600:620 Strategic Marketing (3 credits)
  • 6800:605 International Business Environments (3 credits)

*All core and Professional courses require Excel, writing and statistics proficiency prior to enrollment.

MBA Action Learning Course (0-3 credits)

The Action learning course CAN be satisfied within the concentration. Review the full list of approved Action Learning courses.

Integrative Course

  • 6500:695 Organizational Strategy (3 credits)

(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.