Master of Business Administration: Marketing
Master of Business Administration: Marketing
Marketing Concentration in Rowan's MBA
Why an MBA Concentration in Marketing?
Marketing connects organizations with the customers, communities, and markets they seek to reach and serve. Decisions about which audiences to focus on, how offerings are positioned, how value is communicated, and how products or services reach customers can influence demand, relationships, reputation, revenue, and the use of organizational resources. These choices draw on evidence about customers and markets while also reflecting what an organization can credibly offer, deliver, and sustain over time.
Marketing brings together market research, customer insight, positioning, communication, and decisions about how an offering moves into and through a market. Research can provide evidence about behavior, preferences, demand, and competitive conditions. Organizations then use that evidence alongside their own capabilities and priorities to make choices about audiences, offerings, messages, channels, and market approach. International markets add considerations involving culture, regulation, competition, and local conditions. Marketing decisions also intersect with operations and supply chains because availability, distribution, service, and delivery all shape the experience an organization ultimately provides.
Marketing adds a market-facing area of depth to the broader MBA. Rowan’s elective structure lets students shape that focus around the marketing questions most relevant to their interests and professional direction. The resulting perspective can connect naturally with analytics, finance, operations, supply chain, and entrepreneurship, where market evidence and customer considerations frequently influence decisions about resources, capabilities, growth, and execution.
Concentration Details
Requirement: 9 credits; select 9 credits from approved Marketing courses.
The elective structure allows students to shape the concentration around different dimensions of market-facing decision-making, including how organizations generate and use customer and market evidence, communicate value, approach international markets, and connect marketing decisions with supply chain strategy.
Concentration courses may also be taken as graduate business electives when students satisfy any listed Foundations and prerequisites.
*STEM-designated course. For degree-level requirements, see the STEM MBA.
Course Details
MKT 09501 – Consumer Analysis
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.
Prerequisite: MKT 09511 Marketing Management Fundamentals.
MKT 09502 – Marketing Research (STEM*)
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” to apply marketing research tools and methods to identify and solve specific marketing problems.
Prerequisite: MKT 09511 Marketing Management Fundamentals.
MKT 09503 – Digital Marketing Communications and Promotion
This course explores the principles, strategies, and evolving practices of digital marketing in a dynamic business environment. Students will analyze and examine emerging trends, and evaluate the effectiveness of various digital marketing approaches. Through case studies, research, and applied projects, students will develop critical thinking skills and strategic insights to navigate the digital marketing landscape. Emphasis will be placed on data-driven decision-making, the role of emerging technologies such as AI, and the integration of digital marketing into overall business strategy.
Prerequisite: MKT 09511 Marketing Management Fundamentals.
MKT 09575 - Introduction to Logistics and Supply Chain Management
The course is a basic introduction to the field of logistics and supply chain management, including both defense logistics and commercial supply chain management. The objective of the course is to provide students a solid awareness and understanding of the processes and functions that comprise a supply chain. The course serves as the introductory course of a three course specialization in Supply Chains and Logistical Systems in the MBA program. Moreover, students are required to complete a term project to demonstrate their understanding of logistics and supply chain issues. Case analysis and hands-on experience in this class will offer students the opportunity to broaden their horizon on the critical roles that the supply chain plays in this globalized and interdependent world.
Foundations: Marketing.
MKT 09600 – International Marketing
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. This course may not be offered annually.
Foundations: Marketing.
MKT 09605 - Supply Chain Strategy
This course is designed to educate students how to leverage supply chain management strategies to help a business improve and maintain its competitiveness. This course covers the fundamentals of supply chain strategy, issues, and challenges. Additional topics covered include logistics networks, forecasting, inventory management, supply contracts, strategic alliances, supply chain integration and design, procurement and outsourcing, customer value and international issues. Case studies are used in conjunction with a supply chain simulation to illustrate the concepts covered in lectures.
Foundations: Operations Management.
Prerequisite: MKT 09575 Introduction to Logistics and Supply Chain Management.
MKT 09599 - Special Topics in Marketing
Students will study advanced-level topics in Marketing. The exact topics to be covered will change over time. Contact the MBA office or the Marketing Department for details.
BUS 01600 – Special Topics in Business Administration (3–6 credits)
Students will study advanced level topics in specific disciplines as identified through participation in in-depth seminars on topics to be determined by faculty in consultation with the Graduate Committee of the College of Business. Students will complete research or projects on specialized topics in various disciplines in Business Administration. Students may take each topic only once. This course may not be offered annually.
Marketing Certificate Option
The Marketing Certificate of Graduate Study combines the MBA Core course in Marketing with 9 credits of specialized Marketing coursework. For students who complete the COGS before entering the MBA, the coursework can satisfy both the MBA Core Marketing requirement and the Marketing Concentration.
