Master's Degrees

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Master of Business Administration

Marketing Specialization

The Marketing Specialization at the graduate level moves beyond fundamentals by focusing upon marketing management and marketing research. Learners will focus on customer strategic marketing as it encompasses relationship management, advertising and promotion, customer behavior, and product management. The final specialization project will assess competencies learned within the previous specialization courses.

Marketing Specialization Courses

Listed are the courses unique to the specialization or concentration. Additional fundamental courses are also required for degree completion. Please see the full Course Catalog or contact an Enrollment Advisor by email admissions@ncu.edu or phone 866-776-0331 for detailed information.

Course Code	Name	Course Description
MKT5000-8	Service Marketing	Service Marketing is a relatively new marketing discipline that extends the classical definitions of marketing theory and introduces new ideas to the design, development and management of service products. The Learner will explore new theories of service quality (SERVQUAL) with emphasis on customer service behavior and acquire analytical tools to measure customer perceptions and expectations. A variety of learning methods prepares the Learner for various new career opportunities in a service dominated economy while providing the freedom of Learner assignment selections and various work exercises.
MGT5002-8	Marketing Management	This course includes critical thinking exercises designed to provide the Learner with a well-rounded view of marketing theory built around environmental research, marketing strategy differentiation, the product life cycle, segmentation strategies, the marketing mix (4 P’s), and the new product cycle.
MKT5002-8	Customer Relationship Management	This graduate course examines the consequences of initiating, developing, and maintaining a customer relationship management strategy and analyzes the impact of profitable, long term customer relationships.
MKT6001-8	Product Management	Product Management is a critical activity that develops strategies and plans for building winning products, increasing market share, improving customer appeal, and beating the competition. MKT6001 provides the marketing foundations required to develop, through the use of various analytical tools, a focused product marketing strategy. Developing sound product strategies through MKT6001 is introduced through a series of building exercises that carefully constructs a valuable Marketing Plan that the Learner can use as an actual or template model for future applications. The course covers all of the critical marketing activities from the Product Manager’s (PdM) vantage point. MKT6001 is a core Marketing Specialty component offering a comprehensive tour de force of best-practice, theory-based marketing methodology for immediate real world application. It is demanding and very rewarding.
MKT6010-8	Marketing Project	The Learner will conduct a research study of a topic, within the academic discipline of Marketing and document the results in a formal project report. The Learner will be able to demonstrate the ability to conduct an investigation on a work place problem, identify an area for intervention, critique, justify, and recommend a plan, based on the status of the issue under study, and recommend a plan of action, applying principles with ethical considerations, and fiduciary responsibilities.