Marketing

Overview

Overview

Marketing is the science of identifying,measuring, and satisfying the demand of a market. It plays a critical role in strategic decision-making in every industry. The Marketing MBA emphasizes training in digital marketing – a skill that according to McKinley Marketing Partners – is the marketing industry’s most in-demand skill identified by industry experts.

You’ll learn to develop and communicate marketing strategy by incorporating customer insights and innovative problem-solving. You’ll gain hands-on market research experience with OSU’s Close to the Customer (C2C) Marketing Lab or through internships and projects with leading marketing and market research firms.

Learning Outcomes

Graduates of the MBA in Marketing will be able to:

  • Apply marketing principles to address comprehensive management challenges
  • Apply psychological, sociological, and economic principles underlying consumer behavior to the development of marketing strategy
  • Design and communicate a marketing strategy that is aligned with an organization’s strategic goals

Coursework

The Marketing option requires 60 credit-hours of coursework, including:

Core – 1

Marketing

15 Credits
BA 513

Business Legal Environment

3 Credits

Provides the essential legal foundation for business managers in companies operating in the U.S. Effective strategies for managers to prevent and resolve legal disputes will be stressed. Topics include legal issues related to corporate forms, creating and enforcing contracts, reducing exposure to tort liability and the role of employees as agents of a business.

BA 514

Operations Management

3 Credits

Provides a foundation for business managers in statistics and operations management. Emphasis on quantitative tools for sampling, interval estimation and hypothesis testing as well as operations management concepts for processes, quality systems, supply chain management, inventory management, resource planning, and sustainable lean systems.

PREREQS: College Algebra

BA 515

Managerial Decision Tools

3 Credits

Develop business management skills by learning the principles of managerial and financial accounting. Emphasis will be placed on understanding financial statements, cost analysis, and funding decisions. Focuses on integrating the theoretical framework of accounting and finance with the “hands on” technical skills needed to evaluate financial decisions within an organization.

PREREQS: College Algebra

BA 516

Creating Value in Exchange

3 Credits

A graduate-level survey course that provides a foundation for business managers in the concepts of marketing. The student will develop an understanding of marketing principles and an awareness of marketing challenges.

PREREQS: Microeconomics

BA 517

Markets and Valuation

3 Credits

Introduces students to the basic questions facing a financial manager and the tools a financial manager uses to find answers to these questions. Introduces the basic tools of finance and applications of financial theory in use today. Students will be introduced to legal, ethical, technology, and global issues facing a financial manager. The course is designed to enhance a student’s approach to financial decision making and emphasizes technical analysis and quantitative approaches to decision making.

PREREQS: BA 515 with a minimum grade of B- or higher.

Core – 2

Marketing

27 Credits
BA 528

Financial and Cost Analysis

3 Credits

Analysis of the balance sheet and income statement to determine profitability, risk, and rate of return; preparation of pro forma financial statements; cost measurement for products, projects, jobs, customers, and markets; strategic cost decision making for pricing and resource allocation.

BA 540

Corporate Finance

3 Credits

Emphasizes analytical tools to measure and manage firm value, through corporate strategies such as mergers and acquisitions, leveraged buyouts, international expansion, and new venture development.

BA 550

Organization Leadership and Management

3 Credits

Organization-wide implementation issues driven by change. Provides a balanced view of the structural and human sides of organization design.

BA 555

Practical Business Analysis

3 Credits

Advanced survey of quantitative business methods useful for aiding management decisions. Topics include a review of basic statistics, mathematical programming, business simulation, statistical process control, advanced regression analysis and forecasting.

BA 561

Supply Chain Management

3 Credits

Covers tools and concepts needed to manage the entire supply chain effectively. Topics include negotiation, purchasing, logistics operations, and applying e-business tools. Emphasis on creating integrated supply chains.

BA 569

Advanced Strategic Management

3 Credits

Advanced integrative case-based course on the process of systematically developing and managing firm strategies. Topics are covered from a general management perspective and include setting corporate goals and objectives, analyzing external competitive environments, understanding business models, identifying strategy options, and designing appropriate organization systems and structure for implementation of plans. International and e-business issues are integrated throughout.

BA 572

Advanced Information Systems

3 Credits

The development, implementation and management of information technology applications will be addressed. Topics will address the development and application of technology to support linkages within the organization and outside the organization. Projects will be assigned to illustrate the topics.

BA 590

Marketing Management

3 Credits

Provides students with an understanding of how a market-orientation can help firms to profitably deliver value to their targeted customers. Through a combination of lectures, in-class exercises, and case discussions, students will learn how to analyze complex marketing challenges, and make strategic decisions based on established marketing management principles.

MGMT 559

Managing Ethics and Corporate Social Responsibility

3 Credits

Introduces students to contemporary issues managers face making ethical and socially-responsible decisions in an increasingly competitive, transparent, and global environment. Practical examples and cases, as well as contemporary behavioral ethics research and theory are incorporated throughout the course.

Marketing Coursework

6 Credits
MRKT 592

Consumer Behavior (capstone)

3 Credits

Understanding the processes that lead to purchase, so as to improve decisions on segmentation and the appropriate marketing mix for each segment. How consumers and households make decisions, and why different individuals/groups make different decisions. Application of behavioral science concepts at individual, subcultural and cultural levels. Effects of consumerism and regulation also are considered. Prerequisites: BA 516 with B- or better

MRKT 593

Integrated Marketing Communications

3 Credits

Analysis of the influence of marketing communications on the attitudes and behaviors of consumer and industrial buyers. Identification and examination of the major decisions made by marketing/advertising managers in implementing the promotional mix. Prerequisites: BA 516 with B- or better

Marketing Electives (minimum of 12 credits)

BA 510

Business Internship

4 Credits

Planned and supervised work experience at selected cooperating business firms. Supplementary training, conferences, reports, and appraisals.

This course is repeatable for 16 credits.

MRKT 584

Digital Media and Marketing Integration

4 Credits

Digital media is a necessary component of marketing in today’s businesses and non-profit organizations. The digital media industry is changing rapidly and transforming the way businesses connect and communicate with their customers. The number of digital marketing platforms, their strengths, weaknesses, and diversity of delivery make digital marketing an exciting opportunity. This course examines the major digital channels and platforms, implementation considerations, and the associated risks and limitations.

MRKT 585

Search Engine Marketing

4 Credits

Online visibility is driven by the effectiveness of an organization’s Search Engine Optimization (SEO) and Search Engine Marketing (SEM). Search Marketing teaches the fundamentals of SEO and SEM and how they can be integrated into an overall marketing strategy to maximize brand visibility and performance.

MRKT 586

Customer Relationship Management

4 Credits
MRKT 588

Personal Selling

4 Credits

An introductory course that focuses on two areas: the principles and theory of personal selling, and on understanding and developing the interpersonal communication skills needed for successful personal selling.

MRKT 589

Personal Selling Skills Development

4 Credits

Learn and develop the skills necessary for persuasive encounters in personal selling settings, such as making sales calls, preparing and delivering presentations, writing documents (sales proposals, cover letters, and resumes) and structuring logical, persuasive, prioritized arguments.

MRKT 595

Retail Management

4 Credits

Management of retail business with emphasis on strategic planning, analysis, and control, focused on middle- and upper-management decisions.

MRKT 597

Global Marketing

4 Credits

Consideration of cultural, political, regulatory, economic and trade barriers in the design of marketing plans for product development, pricing, channels of distribution; and promotion alternatives in a global market.