General information

UC Davis MBA & Marketing
Concentration Information

Apr 4, 2012 Apply Online Read Silvia Chiang's Blog about her internship at The Clorox Company Read Tarren Corbett's Blog about her internship at Sacramento Mayor Kevin Johnson's Office Learn about suggested coursework and career paths UC Davis MBA Curriculum

With a Marketing concentration, you develop the tools to make informed marketing decisions and execute successful marketing strategies. Through the Marketing concentration, you learn how to develop new products, conduct market research, plan advertising and promotion programs, create marketing strategies, provide superior customer service, understand electronic commerce, develop profitable pricing strategies and manage a brand.

Possible Career Paths

Brand Management and Direct Marketing
Product Development
Public Relations and Advertising
Market Research
Marketing Consulting

Suggested Marketing & Related Courses

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Elective

203B Forecasting and Managerial Research Methods

Jun 24, 2011 Chih-Ling Tsai

Introduces modern and practical statistical methods for managerial decision-making. Topics include regression analysis, time series analysis and forecasting, design and analysis of experiments in managerial research and contingency table analysis. Applications of these methods include marketing, finance, accounting, production, operations, and public policy. Case studies and examples of computer-aided analysis are provided to illustrate various applications.

Elective

234 Pricing

Jun 24, 2011 Renna Jiang

Presents concepts and tools that are useful when making pricing decisions. Topics include cost analysis, demand and the factors that influence it, pricing in competitive environments, product line pricing, bundling, international pricing, quantity dependent pricing, and pricing in the Internet environment.

Elective

241 New Product Development

Jun 24, 2011 UC Davis MBA Course List

Why do some companies consistently outperform other companies in developing successful new products and services? Why do so many new products fail in the marketplace? This course takes an interdisciplinary approach to new product development, providing students with the tools to go from idea to product launch and retirement.

Elective

242 Marketing Communications

Jun 24, 2011 Prasad Naik Hema Yoganarasimhan

Covers many of the key factors that should be addressed when designing and implementing an advertising plan. Topics include developing communication objectives, budgeting and media selection, developing a creative strategy, and the design and evaluation of an advertising campaign.

Elective

243 Customer Relationship Management

Jun 24, 2011 Ashwin Aravindakshan

Customer Relationship Management (CRM) is a management approach under which marketing activities are organized and measured around customers (rather than around brands.) This approach is appealing because customers, not brands, make buying decisions. Applications of CRM are on the rise because recent advances in information technologies and the Internet allow managers to develop and monitor customer relationships in a simple and efficient way.

Elective

248 Marketing Strategies

Jun 24, 2011 UC Davis MBA Course List Olivier Rubel

Covers strategic marketing decisions, those that have a long-term impact on the organization and are difficult and costly to reverse. These include selecting product markets and customers; developing and communicating main benefit propositions for the chosen customers, including product features, quality and services; and developing competitive and cooperative strategies to successfully market products and services. The focus will be on the entire decision-making process, which starts by collecting and analyzing information about the external and internal environment of the organization.

Elective

249 Marketing Research

Jun 24, 2011 David S. Bunch

Teaches how to design, implement and evaluate proposals on the gathering of critical marketing information. This includes size of market, demographic makeup, market share of competitors, product attributes, size of market segments, pricing, advertising, salesforce and sales forecasting. Students will learn how to access syndicated research such as Nielson surveys, recruit and moderate focus groups, design questionnaires, random sampling theory, multivariate statistical analysis, conjoint analysis and experiment design. Prerequisite: 203B.

Elective

285 Time Series Analysis and Forecasting

Jun 24, 2011 Chih-Ling Tsai

Helps managers face problems of forecasting the future value of external and internal factors such as product demand, input prices, inventory levels, interest rates, advertising budgets, etc. Covers techniques to aid in this task, including time series analysis, which is the statistical analysis of past data series to produce forecasts for future values of the series. Covers methods such as exponential smoothing, Box-Jenkins modeling, seasonal adjustment, decomposition, curve fitting and multiple regression.

Elective

291 Leadership

Jun 24, 2011 UC Davis MBA Course List

This course will focus on effective strategies for leading and managing companies. CEOs and business leaders are scheduled to speak in class and share their experiences in leadership. The course will include strategies and tools applicable for managers at all organizational levels.

Elective

297 International Study Trip

Dec 20, 2011 UC Davis MBA Course List L. Wilton Agatstein

This course is led by students under a faculty’s supervision. Participating students select a country to study, identify industry sectors to explore, and establish contacts with business executives in various companies to meet during the field trip. The field trip takes place between the winter and spring quarters (Intersession). The class meets every other week to facilitate the learning about international trade, country profiles, industry sectors, and business practices based on student-driven secondary research and presentations.

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General information

Apply Online
Invest in yourself. Begin your MBA application today.

Jun 9, 2011

Highlight

Read Silvia Chiang’s Blog about her internship at The Clorox Company

Sep 27, 2011

Highlight

Read Tarren Corbett’s Blog about her internship at Sacramento Mayor Kevin Johnson’s Office

Sep 27, 2011

Overview

UC Davis MBA Curriculum
Preparing Innovative Leaders for Global Impact

Jun 2, 2011

We have strengthened our internationally ranked UC Davis MBA program with a new, innovative curriculum that further integrates globalization, responsible business ethics and sustainability. The goal: To better prepare you with the real-world practice, analytical and technical skills, and leadership training you need to succeed.

Build Your Foundation

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Our new curriculum is anchored by IMPACT, a new, two-part capstone course.

In this course, Integrated Management Project and Articulation and Critical Thinking, you’ll sharpen your writing, speaking and critical-thinking abilities and then put those collective business skills and knowledge to work on an optional 10-week team projects for client companies ranging from Fortune 500 firms to ultra-fast-paced Silicon Valley start-ups.

The remaining core courses provide you a foundation in the functional areas of business: accounting, economics, finance, marketing, operations, organizational behavior, statistics and strategy. These management disciplines are examined through case studies, lectures and company analyses that provide illustrations and spark discussion. These courses also introduce you to the broader themes of corporate responsibility, ethics, globalization, innovation and leadership.

Choose Your Concentration

You have the option to pursue a general management study or to choose a concentration guided by a suggested series of elective courses. Most students choose functional concentrations such as:

Electives

A wide selection of electives is available both in the Graduate School of Management and UC Davis graduate departments and professional schools, allowing you to draw upon the university’s extraordinary strengths. Graduate School of Management electives emphasize real-world application of management skills, team projects and managing by innovation and entrepreneurialism.

View Electives