General information

UC Davis MBA & Marketing
Concentration Information

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


203B Forecasting and Managerial Research Methods

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.

Prerequisite: 203A


234 Pricing

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.


241 New Product Development

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 introduces students to the major activities involved in developing new products and services. Emphasis is on learning practical skills and techniques that can help students be successful in a product development environment.


293 Digital Marketing

The course is designed to equip students for a career in digital marketing and social media. The topics covered will include online advertising, search engine optimization, interactive marketing, online privacy issues, e-commerce, social influence, social network theory, measurement of social influence, and integrating social media with traditional media.


243 Customer Relationship Management

Customer Relationship Management (CRM) is a management approach under which marketing activities are organized and measured around customers instead of brands. This approach benefits firms as customers and not brands make buying decisions. Applications of CRM range from creating better customer segments, understanding customer profitability to complete one-to-one marketing programs.


248 Marketing Strategies

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, 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.


249 Marketing Research

Course addresses the managerial issues and problems of systematically gathering and analyzing information for making private and public marketing decisions. Covers the cost and value of information, research design, information collection, measuring instruments, data analysis, and marketing research applications.


285 Time Series Analysis and Forecasting

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.


291 Leadership

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.


293 Product Management

The course is designed to provide an in-depth understanding of the requirements, issues, and tools involved in marketing existing products/services. The major topic areas covered include: The product management system, market planning, and control. Unifying and integrating marketing concepts from the core and the marketing electives (through the use of a marketing simulation).


297 International Study Trip

This class is designed to help develop knowledge, skills and desire to do business in the international marketplace. Each time, we pick a new part of the world to study that reflects some special opportunity. The course will begin with discussion of importance of international business and theory of Comparative Advantage and the continued trend towards globalization.


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