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Marketing students

Marketing Concentration

Effective managers view products, services and customers as assets. The Marketing Concentration builds your skills in four key areas:

  • Customer Management examines cutting edge topics such as one-to-one marketing, data mining, customer profitability, customer acquisition, customer development and customer retention.
  • Product Management involves the development of new products and management of existing products, and encompasses both goods and services in traditional markets as well as the technology-intensive.
  • Marketing Strategy explores decisions facing managers concerning market selection, entry timing, positioning, targeting, and execution approach in domestic and global markets.
  • Market Analysis builds skills in:
    • Critically analyzing brand, market and firm level data to guide marketing decisions.
    • Familiarizing students with data sources, tools and techniques in common use.
    • Building and using marketing models.

Marketing Concentration at a Glance (PDF)

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