The Marketing specialization is designed for managers in the public, private or non-profit sectors who need to acquire customers for their products and services either internally, externally, or business-to-business.
The program focuses on the theories and skills that managers need to know in order to attract customers:
- Defining the scope of 21st century marketing
- Developing and executing effective marketing strategies
- Adapting to rapidly changing technologies
- Building customer satisfaction and retention
- Facilitating communication successfully between the organization to the customer
The MSM program prepares graduates for a number of entry-, mid-, and high- level positions, as determined by a student's work experience.
Depending on a student's background and an employer's criteria, graduates of the Marketing specialization may qualify for these positions:
- Marketing Manager (B-to-B or consumer)
- Internet Marketing Manager
- Direct Marketing Manager
- Product/Brand Manager
- Manufacturer's Representative
- Retail Manager
- Account Executive (Business or consumer products)
- Market Research Analyst (Entry-level)
- Promotions Manager
Students who have not taken a finance course recently are strongly encouraged to take UCSP 620 and UCSP 621 prior to taking MGMT 640.
Students who have not had any recent statistics use should take UCSP 630 prior to taking MGMT 650.
Students who wish to improve their graduate writing skills may take COMM 600, Academic Writing for Graduate Students (3).
Core Required Courses
UCSP 615* Orientation to Graduate Studies at UMUC (0), to be taken within the first 6 credits of study
- MGMT 610 Organizational Theory (3)
- MGMT 615 Intercultural Communication and Leadership (3)
- MGMT 640 Financial Decision Making for Managers (3)
- MGMT 650 Statistics for Managerial Decision Making (3)
MGMT 670 Strategic Management Capstone (3)
Clustered Course Option
- MGMT 610 must be taken within the first 6 credits of the MS in Management program.
- Students must complete 24 credits, including other core requirements, before enrolling in MGMT 670.
- MGMT 640 and MGMT 650 should not be completed simultaneously.
Marketing (MRKT) Specialization Required Courses
- MRKT 600 Marketing Management (3)
- MRKT 601 Legal and Ethical Issues in Global Communications (3)
- MRKT 602 Consumer Behavior (3)
- MRKT 603 Brand Management (3)
- MRKT 604 Marketing Intelligence and Research Systems (3)
- MRKT 605 International Marketing Management (3)
- MRKT 606 Integrated Direct Marketing (3)
Clustered Course Option
Note: Some course titles and numbers were revised beginning with the fall 2007 semester. If you began your program prior to fall 2007 and have chosen to follow the pre-fall 2007 curriculum, please refer to the pre-fall 2007 Study Plan to determine your degree requirements.
* The UCSP 615 requirement may be waived if you previously earned a graduate degree from a regionally accredited institution. For more information, contact your academic advisor.
Opportunities abound in marketing.
Nearly 23 thousand job postings for marketing executives—more than 66 percent—go unfilled every month. 1
1 Source: "18 Hot Jobs for 2015," CareerBuilder, LLC, November 20, 2014.
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