Marketing Management Concentration

Go beyond creating campaigns and buying ad space. Savvy marketers need to produce results in an ultra-competitive, data-driven and global environment.

To deliver the skills you need to become a marketing leader and senior-level manager, you'll focus on foundational concepts enhanced with strong methods and digital skills for an unbeatable combination employers want.

Be Career Ready

  • Master the principles of customer lifetime value to attract, acquire and retain consumers
  • Apply complex price-setting models and methodologies to compete in the marketplace
  • Define and refine consumer profiles and persona development for maximum marketing impact
  • Gain skills to create successful products by understanding the intricacies of the product development lifecycle
  • Understand consumer experience mapping and omnichannel management for effective integrated marketing
  • Build a strong digital marketing skill set to track, measure and optimize the positioning, visibility and effectiveness of your brand

UB Marketing Club
Learn from and engage with industry experts, visit marketing organizations, and participate in research and data collection projects.

Concentration Requirements

Loading...

Loading...

The Marketing concentration requires four total courses (12 credits), MGM 667, MGM 651 and two electives from the list below:

MGM 653LEC Digital Marketing Analytics

The course focuses on various digital marketing topics, including website content configuration, search engine and conversion rate optimization, website metrics/KPI analyses, A/B testing, etc. Various online advertising or SEM models will also be explored such as PPC, CPM, sponsored search/Google AdWords, Display Ads/Google Display Network. In addition, specific social media platforms/metrics and mobile media platforms/metrics will be covered. Deliverables consist of a suite of Google Analytics assignments using real-time consumer data, several cases (data intensive), and a final exam.

Credits: 3.00
Semesters offered: Spring 2020


MGM 656LEC Product Design & Marketing

The first part of this course focuses on interaction among design, engineering, manufacturing, and marketing to develop successful new products in a short period of time in both traditional and electronic markets. The second half emphasizes issues dealing with the management of product offerings. It uses a combination of lectures, cases, and projects to help students gain mastery of the subject matter.

Credits: 3.00
Semesters offered: Fall 2019


MGM 659LEC Marketing Planning

This course deals with the development and application of marketing strategy. The major pedagogical vehicle is MARKSTRAT 3 ? a competitive marketing game. Students manage a company in direct competition with other student teams in a highly dynamic environment.

Credits: 3.00
Semesters offered: Spring 2020


MGM 670LEC Advertising & Promotion

The purpose of this course is to acquaint students with the best available approaches to managerial decision making in developing an integrated communication strategy involving advertising, promotions, and publicity. Recent analytical approaches will be stressed and the course will show inter-relatedness between these decision areas.

Credits: 3.00
Semesters offered: Fall 2019
Pre-Requisite: MGM 615.


MGM 671LEC Data Analysis for Marketing

Credits: 3.00
Semesters offered:
Pre-Requisite: MGM 615.


MGM 675LEC Marketing Analytics for Data Driven Decision Making

Marketing Analytics will focus on how to use data analytics to analyze marketing problems for better managerial outcomes with a specific focus on quantitative techniques and hands-on learning utilizing software such as SAS and R. Today, companies are inundated with data as the cost of gathering, storing, and processing data is becoming more economical. The above is especially true for marketing data. However, knowing how to interpret marketing data is challenging. Firms are increasingly using data driven analytics to inform their decision making. The objective of this course is to equip students with skills to analyze data (especially marketing data) so as to enable superior decisions.

Credits: 3.00
Semesters offered: Spring 2020


MGM 683LEC International Marketing

The objective of this course is to develop familiarity with the problems and perspectives of marketing across national boundaries and to gain knowledge of tools and approaches to make international marketing decisions. The influence of e-commerce on international marketing problems such as gray channel and price coordination is also analyzed.

Credits: 3.00
Semesters offered:


Graduate Programs Office
School of Management
University at Buffalo
203 Alfiero Center
Buffalo, NY 14260-4010

Tel:  716-645-3204
Fax: 716-645-2341
som-apps@buffalo.edu

Meet our Staff | News and Events

Contact Us