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UC Davis MBA & Marketing
Concentration Information

Dec 7, 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

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

Nov 28, 2012 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 introduces students to the major activities involved in developing new hardware or software products and services. Emphasis is on learning practical skills and techniques that can help students be successful in a product development environment. Students will learn how to:

Elective

293 Digital Marketing

Jun 24, 2011 Hema Yoganarasimhan

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.

Elective

243 Customer Relationship Management

Sep 20, 2012 Ashwin Aravindakshan

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.

Elective

248 Marketing Strategies

Sep 20, 2012 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, 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

Sep 20, 2012 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, sales force, and sales forecasting. Skills to be taught include how to access syndicated research such as Nielson surveys, how to recruit and moderate focus groups, design of questionnaires, random sampling theory, multivariate statistical analysis, conjoint analysis, design of experiments.

Elective

285 Time Series Analysis and Forecasting

Sep 20, 2012 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

293 Product Management

Sep 20, 2012 David S. Bunch Marc Lowe

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).

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 for Day MBA and September for Working Professional MBA. 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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Apr 29, 2011

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(Davis, CA) — The UC Davis Graduate School of Management’s full-time MBA program has been ranked among the top six percent of AACSB International-accredited programs nationwide, according to U.S. News & World Report’s latest graduate business school rankings released today.

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Since our charter class graduated more than 25 years ago, alumni from the UC Davis Graduate School of Management have been making their presence known around the world.

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Graduate School of Management alumni are actively involved in their communities, and they make time for mentoring, advising and assisting current students and networking with fellow graduates.

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