"We have put together a concentration that covers marketing principles and current thinking in marketing theory and practice, while drawing from a lot of Drucker's philosophies on marketing. Our teaching approach allows students to apply marketing concepts via case studies and live projects and this prepares students to tackle any marketing related issue in any industry. Our student body is diverse, which encourages rich classroom discussion. We have a team of outstanding faculty who support our marketing program, each of whom are selected for their unique experiences and contributions. We also have a chapter of the American Marketing Association on campus that is student run and so there are a lot of opportunities to get involved with like-minded students and network with professionals at marketing events. I am very proud of what we have achieved in the marketing concentration."
Prof. Jenny Darroch,
Marketing Concentration Advisor
Student Clubs/Associations of Interest
Marketers are trained to see customers as important assets to the organization. This means that marketing activities center around attracting, retaining and growing customers so that the organization survives and grows.
Essential questions that marketers must ask include which customers to focus on and how to better meet the needs of current and potential customers. Once these strategic decisions are made, marketers can call upon a range of activities that span new product development, brand management, product management, pricing, distribution, and methods for communicating with different audiences to develop specific programs for attracting, retaining and growing customers.
Ultimately, to learn marketing means to learn to look at the business from the outside, from the customer’s point of view.
At the completion of the Marketing concentration, an MBA graduate with an interest in marketing should:
· Understand the process of strategic marketing management.
· Develop a critical understanding of key marketing concepts and judge the managerial usefulness of those concepts.
· Be aware of current issues in marketing management relevant to academics and practitioners.
· Be aware of many of Drucker’s perspectives on marketing, innovation and the role of customers to the business.
· Develop strong interpersonal and communication skills through teamwork and multiple opportunities to present ideas verbally and in writing.
· Demonstrate well-developed analytical and evaluative skills (both quantitative and qualitative) to inform strategic marketing decision-making.
· Develop information literacy skills including the ability to locate, evaluate and use information relevant to marketing.
· Understand the integration of marketing with other business functions and concepts, such as business strategy, accounting, finance, leadership, organizational behavior and entrepreneurship.
· Demonstrate competence in developing a marketing plan for an organization operating in any context (e.g., for profit vs. not for profit; manufacturing vs. services, etc).
How the Marketing Concentration works
Marketing management follows a process that begins with an external and internal analysis to understand the current context. What sets marketing apart from other strategic management is that we spend a lot more time examining customers and understanding their behavior. Therefore, relevant courses here include Marketing Research and Consumer Behavior.
From here, marketing managers segment markets, decide which markets to target and then how to position the product to meet the needs of the target market. This is sometimes called product-market decisions. We touch on product-market decisions in the marketing management course but really expand upon these strategic decisions in the Marketing Strategy and course.
Once product-market choices are made, then tactical decisions are made and this is where product, price, place and promotion tactics are decided.
Here is how the marketing courses fit together
Every student starts with MGT 321 Marketing Management (a core requirement). We offer 8 units of marketing electives in Fall and 8 units of marketing electives in Spring. The courses below are examples of courses we generally offer.
Innovation focus: New Product Development, Marketing High Technology Products. Also recommended: Entrepreneurship
Advertising focus: Consumer Behavior, Integrated Marketing Communications, and Strategic Brand Management
Strategy focus: Strategic Brand Management, Marketing Strategy
Marketing research focus: Marketing Research, Consumer Behavior, and Strategic Brand Management.
Plus context courses: Business-to-Business Marketing, Entertainment Marketing.
Drucker Experiential Activities
Experiential Learning Project with a Marketing focus
Summer internship in Marketing
Informational interview with Drucker Alumni in marketing positions
Attend company site visits related to marketing
Student Clubs/ Associations of Interest
American Marketing Association (AMA)
American Marketing Association (chapter)
Suggested Professional Organizations
Southern CA American Marketing Association
Product Development Management Association (PDMA)
Direct Marketing Association – South Coast Chapter
Business Marketing Association – Southern California Chapter
Public Relations Society of America
National Association of Sales Professionals
International Marketing Association
Sales & Marketing Council
Recommended Resources and Publications
Wall Street Journal
Los Angeles Business Journal (or similar publication for area where you wish to work)
Marketing News and Marketing Management (Publications of AMA)
Visions (Publication of PDMA)