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The MBA with a Marketing concentration enables the student to build upon the solid foundation from the core coursework for the MBA degree and provides students with the advanced knowledge in marketing products and services. Students will explore the practices and techniques commonly used to increase exposure and market positions. Challenges and benefits in negotiating sponsorships and endorsement deals allow the students to develop competencies to potentially maximize revenue for organizations and individuals. Students will also be exposed to marketing in an international arena.
1. Global Marketing Management
This course will focus on the application of marketing principles in the globalized markets of the 21st Century. The combination of global free trade philosophies with local market conditions present an array of opportunities and concerns that need to be understood and managed throughout the world. The course will empha the global nature of these decisions and their impact on the management of products, services, brands and new market development.
2. Information Systems for Marketing
This course provides students with the key concepts and tools to turn raw data and information into useful marketing intelligence. Students will examine new and existing technologies for data mining and market information access to assist in strategic decision-making. The course will provide an understanding of the role of integrated marketing communications in the overall marketing program and its contribution to marketing strategy.
3. Marketing Field Analysis
The objective of this course is to develop analytical skills in the formulation and implementation of market-driven strategies for selected products and/or services. Students will create a portfolio of their MBA Marketing activities in addition to any professional experience.
4. Strategic Brand Management
The course will address the strategic importance of branding and will focus on the design and implementation of marketing programs and activities to build, measure, and manage brand equity. It addresses 3 important questions: (1) How do you build brand equity? (2) How can brand equity be measured? (3) How do you capitalize on brand equity to expand your business?
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