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

Practical statistical methods for managerial decision making covers regression analysis, time series analysis and forecasting, design and analysis of experiments in managerial research and contingency table analysis. Application of these methods to marketing, finance, accounting, production, operations and public policy.

Prerequisite: 203A


234 Pricing

Combines lectures, cases and homework to teach students tools and skills necessary to analyze pricing situations, make pricing decisions, and implement them, in a systematic manner.

Prerequisites: 202A and 203B


241 New Product Development

Why do some companies consistently outperform others in developing successful new products and services? Why do so many new products fail in the marketplace? This course introduces 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

Examines process by which organizations develop strategic marketing plans. Includes definition of activities and products, marketing audits, appraising market opportunities, design of new activities and products, and organizing marketing planning function. Applications to problems in private and public sector marketing.


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).

Core Course

204 Marketing Management

Analysis of market opportunities, elements of market research, development of marketing strategies, market planning and implementations, and control systems. Consumer and industrial markets, market segmentation, pricing strategies, distribution channels, promotion and sales.


414 Multi-Channel Marketing

Multi-Channel Marketing strategies empower managers to create value for different customer segments. This class covers the necessary concepts to evaluate and select go-to market strategies in order to capitalize on the ubiquity of modern customers.


293 Consumer Behavior

Consumers and customers (current consumers/customers and prospects) are the focus of all marketing activity. Starting with this simple proposition, this course examines a wide range of behavioral science concepts and their application to marketing situations,the cognitive, affective, and behavioral responses of consumers to products and services, and to the marketing of those products and services. Significant attention will be paid to how B2C consumers and B2B customers make decisions, and how marketers can influence those decisions.


412 International Marketing

Understanding basic concepts of international marketing. Understanding and managing heterogeneous, dynamic, and interdependent environments across countries. How to develop and implement an international marketing strategy: where and how to compete how to adapt your marketing mix.


293 Marketing Analytics

The purpose of this course is to understand the benefits of using statistical and mathematical analysis techniques in a systematic way to make better marketing decisions. It builds on marketing and statistics courses you have taken. In short, it will give you grounding in what is being called data driven marketing. Plus you’ll get some data under your fingernails so you get an appreciation for what it takes to make analytics happen.


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News Release

UC Davis Part-Time MBA Ranked in Nation’s Top 9%
Fourth Consecutive Year among U.S News & World Report's Premier Programs

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(Davis, CA) — The UC Davis Part-Time MBA program offered in Sacramento and the San Francisco Bay Area is ranked among the top 9% in the U.S., according to U.S. News & World Report’s latest graduate business school rankings.

At No. 29, this is the fourth consecutive year the UC Davis Part-Time MBA program is among the top AACSB International-accredited part-time MBA programs surveyed. This year, there were 323 part-time MBA programs surveyed.

News Release

UC Davis Full-Time MBA Ranked among Nation’s Premier Programs for 20th Consecutive Year
MBA Programs among Top 10% in U.S.
Record Salary and Bonus

Image of UC Davis Full-Time MBA Ranked among Nation’s Premier Programs for 20th Consecutive Year

(Davis, CA) — The UC Davis Graduate School of Management’s Full-Time MBA program is ranked among the premier business schools in the nation for the 20th consecutive year, according to U.S. News & World Report’s latest graduate business school rankings released today.

U.S. News’ latest ranking places the Full-Time MBA program at No. 48, placing it among the top 10% of the 464 Association to Advance Collegiate Schools of Business International’s accredited full-time MBA programs surveyed.

Key statistics from the School’s Full-Time MBA ranking include:

News Release

UC Davis Graduate School of Management partners with Lawrence Livermore and Sandia National Labs to drive technologies from lab to market

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(Davis, Calif.) – With a joint goal of speeding the transfer of new technologies from the laboratory to the commercial marketplace, the UC Davis Graduate School of Management, Lawrence Livermore National Laboratory and Sandia National Laboratories have announced a new partnership for researchers to develop their entrepreneurial skills.

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Vickie Sherman MBA 13 Finds Her Passion, Her Career—and Herself

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