Online Master’s in Marketing Curriculum at the Leavey School of Business
With an emphasis on interpreting and deriving strategy from the applications and interfaces of contemporary marketing technology (MarTech), the Online MS in Marketing provides a rigorous education essential for the next generation of visionary marketing leaders. The curriculum for the Online Master of Science (MS) in Marketing is comprised of 15 total courses (36 units), divided between three introductory “business foundations” courses, a marketing core of three courses, and nine electives (18 units) chosen from a list of 15 specialized marketing classes.
Business Foundations Courses
Marketing Trends and Technology (2 units)
Ethics for Managers (2 units)
Marketing Core Courses
Marketing is Everything (4 units)
Analysis of Customers and Markets (4 units)
Marketing Analytics (4 units)
Foundations of MarTech (2 units)
Brand Management (2 units)
This course defines and examines the concept of branding through a theoretical and conceptual framework and in a number of business contexts. Beginning with a fundamental review of the core branding elements, we weigh the importance of both the promise and the experience aspects of branding in building and sustaining trust. An examination of brand measurements illuminates the power of metrics and highlights different aspects of branding strategies. A look at past cases of successful and unsuccessful branding brings out variations in approaches to such issues as master brands, sub-brands, and the branding of services. Finally, the impact of branding architectures and creative positioning on brand equity are considered.
The course will use both management readings and current articles to provide a solid foundation for analysis. A series of cases drawn from both the product and service arenas will enable students to apply this analytical framework to actual situations. Brand equity and its related metrics provide a standard basis in evaluating various strategies for establishing and growing brands. A final individual course project offers an opportunity to integrate various facets of branding for a specific product or service.
Product Innovation (2 units)
Sales Management (2 units)
Programmatic Advertising (2 units)
This course will transform programmatic novices into experts who can apply knowledge and experience to real-life scenarios. The course will provide foundational knowledge of the programmatic advertising landscape, an understanding of how it fits into marketing strategy, and the necessary skills to be able to navigate the space from various perspectives.
Fundamentals of B2B Account-Based Marketing (2 units)
Social Media Marketing (2 units)
E-Commerce: Challenges and Opportunities (2 units)
Product Messaging and Positioning (2 units)
Channel Marketing (2 units)
MarTech Integrations and Challenges (2 units)
Distribution Channels (2 units)
Digital Advertising (2 units)
Marketing Analytics II (2 units)
Retail Strategy (4 units)
Additional electives are in development. Topics may include pricing, online retailing, content management, and integrated marketing communications.
Online Master’s in Marketing Admissions Deadlines
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