>> Full-time MBA future students

Marketing concentration

Blending marketing strategy with services marketing and management, the W. P. Carey Full-time MBA concentration in marketing delivers distinctive knowledge and skills sought by firms across industries that use service for a competitive advantage.

This concentration is fueled by the expertise of the W. P. Carey School’s internationally respected Center for Services Leadership. Dozens of the center’s Fortune 500 partner firms sponsor applied projects for students and hire graduates.

Required courses

MKT 502: Creating and Delivering Value — Marketing Management

Provides an overview of managing the marketing function, including segmentation, targeting and positioning; customer decision-making; market and environmental analysis, marketing planning, and strategy; as well as control concepts to forge competitive success.

MKT 520: Delivering Outstanding CX Through Service and Digital Experiences

Explores how to develop long-term, loyal relationships with customers by optimizing the experiences they have with the firm across a variety of touchpoints. Students learn several frameworks to help them to create and document quality experiences.

MKT 540: Strategic Brand Management

Some of a firm's most valuable assets are its brands. Building and effectively maintaining brand equity is one of a firm's top priorities. This course provides an understanding of strategic brand management and provides students with insights into how sustainable and customer-centric brand strategies can be created and leveraged over time.

MKT 591: Customer-centric Research and Analytics

Considers what it means to be “customer centric” and provides qualitative and quantitative market research techniques used to assess products and services. You will learn to examine the market and inform willful, deliberate, and powerful marketing decisions. Research methods are applied in a project format.

MKT 555: B2B — Capturing Value Through Products, Services, and Customer Solutions

Focuses on delivering and capturing value for (and with) business customers. Attention is given to documenting and quantifying value in economic terms (Value-in-Use Modeling), value capture through better pricing of goods and services, customer solutions and innovative B2B business models, as well as understanding how digital business transformation impacts buyer-seller relationships in business-to-business markets.

MKT 580: Project Leadership — Transforming Ambiguity and Creating Impact Through Action Learning Projects

Transforms real-world problems into actionable solutions for a client firm or organization. Through this applied, team based projects course, you will act as a consultant and provide advice on a strategic marketing/services problem that is important to the client’s business. Prior clients have ranged from Fortune 500 companies to local start-ups, but typically involve Center for Services Leadership member firms.


MKT 550: Product Management and Innovation

Develops student proficiency in product management skills to guide products and services through their product lifecycle. In particular, explores effective ways to coordinate customer needs, ensure accurate product development, and how to develop and use the appropriate tools needed to successfully sell products and services to customers from the perspective of the product manager.

MKT 591: Creating Digital Experiences — Interruption to Engagement

Investigates social media and digital experiences through the lens of a brand or business and how it aligns purposefully with the people it serves. With technology and digital media becoming further embedded into our lives, this course details the changes in marketing from an era of interruption to one of engagement and relevance.

SCM 591: Services in the Supply Chain

Focuses on the unique management issues associated with procuring, contracting for, and managing service processes throughout the supply chain. Includes considerations of queuing impacts, performance measurement and determination of KPIs, managing to the service vision and the difficulties in contracting for outsourced services.

MKT 571: Digital Marketing Applications and Analytics

Gives the applied understanding of the internet marketplace that allows students to adapt to its many changes, while also equipping them with the practical skills needed to perform vital daily functions. Covers Web experience, SEO, search ads, social media marketing, content marketing, email marketing, mobile marketing. Through this process, students learn how digital marketing has revolutionized the interactions between firms and consumers.

MKT 562: Advanced Analytics for Marketing Decisions

Involves formulating critical marketing problems, developing relevant testable hypotheses, collecting and analyzing data and, most importantly, drawing inferences and suggesting actionable implications.

Career paths

  • Strategic marketing manager
  • Product management
  • Customer relationship manager
  • Digital and interactive marketing manager
  • Account executive
  • Market research analyst
  • Business development
  • Services manager
  • Social media strategy
  • Marketing consultant
  • Leadership development and rotational programs

Notable employers

  • Abbott Laboratories
  • Bank of America Corp.
  • Henkel Corp.