Master of Business Administration in Marketing

Build a marketing foundation for the real world

Master of Business Administration - Marketing Concentration (39 credits)

Davenport University's 100% online MBA marketing program provides you with the opportunity to learn skills and use effective marketing strategies for brand management, digital marketing, consumer behavior and integrated marketing communication.

Getting an online master’s degree in marketing through Davenport’s Global Campus is a great way for you to grow or advance your marketing knowledge in the ever-evolving marketing profession. Faculty in our online MBA marketing program have direct experience implementing marketing practices into real-world applications. That means you’ll learn from their experience through your master’s degree in marketing concentration as part of our MBA.

Through your online master’s degree in marketing at Davenport, you’ll get hands-on learning opportunities through research and projects. You can also earn a HubSpot social media certificate.

What is an MBA in marketing?

A master in marketing opens the door to unlimited career opportunities in business. An online master’s degree in marketing is ideal if you want to manage your own marketing team, expand your business or grow your marketing knowledge to launch or advance in your career.

Explore courses for Davenport’s MBA in marketing

From leading organizations to marketing strategies, you’ll take relevant courses with our MBA program in marketing. For example, in your digital marketing course you’ll use a digital textbook updated by the publisher in real time and leave the course with a HubSpot social media certificate. In your master in marketing course in consumer behavior, you’ll explore consumers’ buying habits, trends and behaviors. Davenport’s MBA program in marketing will challenge you to learn and keep up with marketing trends so you can use them in your current or future marketing career.

See Full Course List

Core Courses		24 Credits
ACCT640	Managerial Accounting Most of the information required to plan and control business operations, and the data required to create and sustain a competitive advantage, come from the accounting system and the reports that are generated. This course analyzes the management structure and process in which this information is generated, the construction and application of managerial accounting data, cost behavior and cost assignment. Students will also examine product cost within activity based costing, job order costing, and process costing. Controlling cost through the use of standard cost system and budgeting are explored. In addition, this course covers business decision-making using relevant information from activity costing, variable/fixed analysis, cost-volume-profit analysis, quality costing, and productivity analysis. Students will analyze and evaluate managerial accounting functions and decision cases in light of managing a business, making financing decisions, and generating growth and income within the	3
BUSN688	Quantitative Business Analysis This course provides the student with an understanding of quantitative analysis methods used in contemporary business to effectively determine business situations, prescribe needed data and develop decision-support data. Students apply regression and time-series analysis to develop business forecasts and develop probability assessments related to decision-making in a variety of business disciplines including marketing, finance, production, and human resources management. Note: A grade of C or better is required on the final assessment in order to earn a passing grade in this course. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): BUSN520 and STAT500	3
ECON625	Managerial Economics This course is an exploration of microeconomic theory and practices, which explain real-world behavior in a firm and society. A practical, problem-solving approach to decision-making is used to learn how economic concepts serve as the basis for many challenges and decisions that confront today’s managers. Topics to be covered include an overview of supply and demand, forecasting demand, production and cost analysis, statistical analysis of economic relationships, market structure and organization, the role of government in a market economy, pricing a firm’s output, risk analysis, and capital budgeting. Note: A grade of C or better is required on the final assessment in order to earn a passing grade in this course. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): STAT500	3
FINC620	Corporate Finance This course focuses on the application of financial theory and concepts for management decision making with emphasis on the practical aspects of finance. Students learn how to analyze a company’s financial information and practice financial planning. Students evaluate the capital investment process, the corporate restructuring process, as well as bankruptcy analysis. In addition, students explore the financial decision-making process relating to working capital management and international finance. Note: A grade of C or better is required on the final assessment in order to earn a passing grade in this course. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): FINC510	3
LEGL710	Ethical/Legal Frmwrk 21st Cent This application centered class explores business ethics as well as the legal environment of business in a number of contexts. Students will learn to apply employment laws and regulations to human resource decision making. The course will also relate the areas of contract and tort law to common business scenarios. The relationship between agency law and the fiduciary duties of corporate leaders will also be identified. The emphasis of the course will be on applying knowledge of various areas of law and ethics to strategic business decision making. Grade Note(s): A grade of C or better is required on the final assessment in order to earn a passing grade in this course.	3
MGMT653	Leading Organizations This course is designed to provide new ways of thinking about leadership philosophies and strategies to influence the behaviors of individuals and groups in organizations. Students begin with an exploration of the nature of effective leadership and leadership theories. Understanding power, creating change, developing teams, and guiding group decisions are examined in the context of the roles of a leader. Students learn how to recognize leadership traits and approaches so they can develop their own leadership style. Case studies involving real-world situations that confront leaders are used so that students can formulate strategies to improve the performance of followers through effective leadership. A grade of C or better is required on the final assessment in order to earn a passing grade in this course. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): BUSN520	3
MGMT757	Operations & Supply Chain Mgt This course is the study of how external influences and internal capabilities affect organizational strategies, tactics, and execution. This course covers topics surrounding supply chain management, process design, capacity planning and scheduling, inventory control, statistical process control, and quality assurance. Additionally, operations management's role in organizational performance is explored. Students will examine organizational challenges and opportunities in order to formulate strategies that sustain competitive advantage. In this course, students learn to apply the concepts by conducting a supply management simulation. Note: A grade of C or better is required on the final assessment in order to earn a passing grade in this course. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): ACCT640, BUSN688, ECON625, and FINC620	3
MKTG610	Marketing Strategies This course focuses on marketing strategies and tactics, which are the tools that managers use to increase sales and profits of products and services. Identifying and employing the most effective strategies are critical to the success of any firm. In this course, students explore market segmentation, product, price, distribution, promotion, international, and strategic marketing strategies and tactics. Case studies are used to provide an opportunity to conduct situation analysis, identify SWOTs (strengths, weaknesses, opportunities, and threats), and recommend appropriate strategies and tactics that will attract, satisfy, and retain customers. Note: A grade of C or better is required on the final assessment in order to earn a passing grade in this course. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): BUSN520	3

Concentration Courses		12 Credits
MKTG705	Digital Marketing This course examines the application of digital marketing tools to attract interest, influence consumers, and retain customers. Students will gain knowledge of customer relationship management using digital technology such as the Internet, social media, as well as emerging digital media platforms. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): MKTG610	3
MKTG723	Consumer Behavior This course presents the theoretical and applied fundamentals of consumer and organizational behavior. Students will develop an understanding of how and why consumers and organizational buyers are influenced in the decision-making process. Emphasis is placed on internal and external behavior influencers including cultural and inter-cultural contexts, psychological and sociological influences, attitudinal as well as situational pressures and their impact on the consumer decision-making process. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): MKTG610	3
MKTG757	Strategic Brand Devel & Mgmt This course provides students with strategies to define a brand’s position by focusing on developing a broad understanding of competitors, customer’s needs, and market opportunities. The student will explore new brand development, how to define a brand by utilizing customer and competitor analyses, how to create a sustainable market position, create and manage a brand, and identify brand equity dimensions. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): MKTG610	3
MKTG775	Integrated Mktg Comm Strategy This course focuses on the study of the theoretical and practical application of integrated marketing communications. The strategy development includes exposure to the elements of the integrated marketing communications mix: advertising, sales promotion, public relations, interactive marketing, and personal selling. In addition, media strategy, creative strategy, integrated marketing communication objectives, and budget determination are explored. The course format includes case studies and/or group projects to exhibit topic comprehension. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): MKTG610	3

Capstone		3 Credits
CAPS794	Business Integration Capstone This course provides the summative and integrative experience that serves as the capstone of the MBA program. Conducted in the form of an interactive business simulation, the student applies their knowledge of business principles and practices as they analyze conditions, develop appropriate strategies and make implementation decisions. In addition, comprehensive case studies are used to apply the strategic management process to a variety of business settings. Finally, this course serves as the student’s final assessment of overall program learning. A grade of C or better is required on the final assessment in order to earn a passing grade in this course. A grade of B or better must be earned to pass this course successfully. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): This class must be taken as the last class in the MBA program	3

Which class should I take? When should I take it?

See our Recommended Program Sequences:

Dive deep into marketing through our 39-credit MBA in marketing

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Why get a marketing master’s degree at Davenport?

Through project-based learning led by Davenport professors with real-world marketing practice, you’ll learn marketing strategies and gain experience implementing those strategies in real time along with other online MBA marketing students. You’ll also meet, interview and learn from guest speakers through your marketing master’s degree.

Experience the Davenport difference:

Learn from experts

Learn marketing solutions to solve problems facing today’s business world through an MBA program in marketing taught by Davenport faculty with real-world marketing experience.

Open to all

Whether you’re a professional looking to advance your career or someone with no experience in the marketing field, you can pursue a marketing master’s degree at Davenport.

Successful alumni

Earn your online MBA marketing degree and join an impressive network of alumni who are putting their MBA in marketing to work at leading companies right here in Michigan and around the nation.

Convenient Online+ courses

Enjoy the convenience of Online+ MBA marketing courses. Even online, you’ll work in groups with peers from across the nation who are also excited to be earning their marketing master’s degree.

Immediately applicable

Put the marketing solutions you’re learning in your marketing master’s degree courses immediately to work in the real world to solve the issues facing today’s companies and organizations.

Marketing-specific MBA

Most MBAs are general in nature. Not Davenport’s online master’s degree in marketing. You’ll take courses focused on the marketing side of business and graduate ready to put strategies to work.

Get started on your marketing master’s degree.

Explore Davenport’s admissions requirements and then take the next step toward earning Davenport’s master in marketing degree.

Talk to an admissions advisor

Davenport’s admissions team is here to answer your questions. Please call us at 800.686.1600 or email us at info@davenport.edu.

Apply now or request more information

Start on the path to your online master’s degree in marketing. Request more information or begin your application now.

Davenport programs related to the online MBA marketing

Master of Business Administration

Master of Management

Additional resources

About Davenport University

Davenport is a private, not-for-profit university with more than 150 years of experience preparing students for successful careers.

Offering over 80 degree and certificate programs, we align with top employers to design degree programs that help you gain the skills and real-world experience you need to rise above the rest. With small class sizes and campuses across Michigan or online, you’ll earn a quality education on your schedule at Davenport University.*

Davenport named 2020 Excellence in Assessment Designee

Choose an MBA program in marketing from a university that was named a 2020 Excellence in Assessment Designee for student learning outcomes by the National Institute for Learning Outcomes Assessment (NILOA).

Some programs require a student to complete a portion of their degree plan off-campus.
View a full list of those programs and courses

Source:

Davenport University, 2023/2024 Catalog