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

Elective

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

Elective

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.

Elective

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.

Elective

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.

Elective

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.

Elective

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.

Elective

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.

Elective

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.

Elective

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.

Elective

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.

Elective

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.

Elective

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.

Elective

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.

Commands

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