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

Required Courses Second Year Electives

The Marketing concentration requires four total courses (12 credits), MGM 667, MGM 651 and two electives from the courses listed under the electives tab.

View/search courses and descriptions.

In addition to the required core and concentration courses, you can take special topic seminars, electives and an independent study in marketing.

Required Courses

MGM 651SEM Consumer Behavior

Pertinent theoretical and empirical findings about the behavior of consumers and industrial and institutional buyers are discussed. Topics include motivation, learning, attitude formation, attitude change, and the relation between attitudes and behavior as applied to buyers. The impact of the electronic environment is also discussed as are innovation and market communication and the social and cultural concepts underlying strategies of market segmentation.

Credits: 3.00
Semesters offered: Fall 2020

Fall 2020 (08/31/2020 - 12/11/2020)

Reg. Num. Section Type Topic Days Time Location Instructor
11935 F1M SEM MW 4 - 5:20 p.m. Remote Lindsey, Charles Daniel

MGM 667LEC Marketing Research

Methods and functions of research in marketing management. Attention given to problems of conceptualization, implementation, and evaluation of research designs and to techniques of analysis of research data.

Credits: 3.00
Semesters offered: Spring 2020

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School of Management
University at Buffalo
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