Master of Business Administration: Marketing
Master of Business Administration: Marketing
Marketing Concentration* in Rowan's MBA
Why an MBA Concentration in Marketing?
A Concentration in Marketing is ideal for candidates, equal parts creative and analytical, who find the idea of strengthening their conceptual and critical-thinking skills exciting, rewarding, and vital to their professional growth. Marketing-savvy business leaders across industries give themselves a competitive edge and destine their endeavors to thrive when they have expertise in how to position the entities they own, sell, or serve in within regional, national, and international markets.
In this Concentration, students will develop skills in:
- understanding the internal, external, and group forces that impact how people process information and make decisions;
- learning how to optimize marketing functions for success in different countries and cultures;
- collecting primary and secondary marketing research information; and
- analyzing consumer data to generate insights for data-informed marketing decisions.
Pair the MBA's core business knowledge with marketing strategies through conducting in-depth project-based research, data collection and interpretation, and case studies. Amass actionable skills for generating optimal trajectories for a forward-thinking company’s success.
The Marketing Concentration is designed to enhance the skill set of current managers who interact with marketing information in their day-to-day job responsibilities, current or future executives tasked with expanding profits, rebranding, repairing or promoting their company’s reputation, and small-business owners and entrepreneurs just getting started or looking for avenues—domestic and international—to expand in.
Expertise in marketing is needed across every sector of business, from nonprofit to corporate to government, to education, art, science, culture, sports and entertainment, to supply chain, and more.
Some roles Marketing professionals might thrive in include:
- brand consultant or brand manager;
- global marketing manager;
- product, operations, or sales manager;
- analytics specialist in
- content marketing;
- digital marketing; or
- marketing data.
Long-term career goals might include positions such as:
- director of marketing/communications;
- vice president/president of brand marketing, communications, content development, digital marketing, marketing, or marketing management; and
- chief marketing officer (CMO).
*Coming Fall 2025 pending final approvals.
MBA Curriculum Requirements and Options
Core, Customizable, and Foundational Course Requirements
Rowan MBA students complete 18 credits of required coursework to satisfy the core requirements of the 36-credit curriculum. The core requirements can be completed in an individualized order, depending on the student’s needs.
Rowan MBA students also enjoy the freedom to customize the remaining 18 credits (6 three-credit courses) to meet their individual career pursuits. The 18 customizable credits (6 courses) can be arranged to include two areas of concentration or one area of concentration plus three elective courses.
Some foundational coursework may be required, which can be done in a variety of ways, such as equivalent undergraduate courses, noncredit tests, online courses, and community college classes. To see a full list of admission requirements, visit the Rowan University main MBA website page and click Admission Requirements or review our Foundation Fact Sheet. Contact our program coordinator at graduatebusinessstudies@rowan.edu for pre-admission academic advising if you’d like help planning your pathway.
How do Specialized Concentrations Work?
Possible Ways to Customize MBA Concentrations at RCB:
Marketing Concentration Coursework
Explore the science behind data-informed marketing decisions, how consumers form attitudes, make decisions, and behave, and what drives consumers to value products and services. Develop expertise in collecting primary and secondary research and interpreting customer data. Gain insights on cultural, legal, economic, and political perspectives for responsive and effective marketing within an internationalized economy.
Rowan MBA students must take the 3 required courses, or 9 credits, listed below to build their Marketing Concentration.
MBA Students have the potential to choose their electives from the three classes listed below, depending on their interests and goals and the flexibility and space available in their individual course of study. Contact an academic advisor from the Graduate Business Studies office at graduatebusinessstudies@rowan.edu if interested in adding any of these classes to your course schedule.
Click on the course titles to review the descriptions.
Coursework—Course Codes, Titles and Descriptions
MKT 09501 – Consumer Analysis
MKT 09501 - Consumer Analysis (3 credits)
- Students will conduct detailed analyses of consumer and/or business markets. After examining a range of conceptual materials and research methodologies, they will apply these insights to the analysis of actual decision-making situations by means of case studies and/or independent research projects.
MKT 09502 - Marketing Research
MKT 09502 - Marketing Research (3 credits)
- Contemporary marketing decisions are based on marketing research information. This course will help students develop a managerial perspective on the use of marketing research information in making decisions, as well as specific research skills and practical experiences that will enhance their career advancement. The skills covered in this course are applicable to marketing problems encountered in both consumer and business-to-business markets. Students will experience a project-based learning approach, applying marketing research tools and methods to identify and solve specific marketing problems.
MKT 09600 – International Marketing
MKT 09600 – International Marketing (3 credits)
- Students will examine all issues facing marketing managers in the light of the unique challenges posed by the internationalization of the economy. The cultural, economic, political, and legal environment will be examined. Market research in world markets, the planning and development of consumer and industrial products, promotion, pricing and distribution will also be analyzed.
Explore More Concentration Options
Students in the MBA program can choose two Concentrations or one Concentration plus three electives. Students also choose their electives from the courses listed in the Concentrations.
To explore other Concentrations in the MBA program, review examples of Concentration combinations, or learn more about courses, click below.
Admissions Information
View admissions requirements, tuition rates, and application deadlines. Connect with an Admissions Recruiter who can directly answer your questions.
Attend an Information Session
During our Program-Hosted Info Sessions, you'll learn about curriculum options, how our programs fit into a variety of career paths, admissions requirements, tuition and financial aid, and other important points for your planning.
Learn More About Our Students and Alumni
Our MBA, MS Finance, Certificate students and alumni bring a wide range of industry experience and varied career goals to the Rohrer College of Business (RCB). To learn more about some of our brightest click here.
