Marketing Area of Emphasis

Optional areas of emphasis allow you to utilize elective online MBA classes in your second year to gain greater depth of knowledge in a desired area. You can select three focused courses (3 credits each) out of your four total electives in one area of study to comprise an area of emphasis. Each area of emphasis requires 9 credit hours of associated elective classes.


The marketing area of emphasis within the W. P. Carey Online program is ideal for advancing your current career in corporate marketing, brand management or product management. Elective courses build upon the core business course in marketing management.


The W. P. Carey Online program allows you to choose from:

Business to Business Marketing
In the business market, the customers are organizations (businesses, governments, and institutions) and these customers (large and small) represent a huge market opportunity. Companies like Procter & Gamble, Sony and Ford are buyers as well as sellers, annually spending billions of dollars each on products and services sold to them by other businesses. In order to build and maintain close customer relationships, organizations must maintain excellent attention to detail, meet promises and swiftly respond to new requirements. This course provides you with the tools and specialized knowledge for developing and executing marketing strategy in the business-to-business market.

Development and Pricing of New Products
Firms that could achieve cost and quality advantages in well-defined, existing markets dominated the last decade. Today, the advent of information technologies has changed the very nature of the marketplace. Firms that build and capture new markets with radical products and services define the competitive arena. This course is designed to focus on the front end of the new product design process.

Global Marketing
This course introduces the concepts of globalization in markets and the differences between marketing in your home country and marketing globally. The rapid adoption of technology has fundamentally changed the dynamics of marketing and created new competitive paradigms whose comprehension is essential for success, making the study of emerging major economies a necessity.

Services Marketing
Services dominate the U.S. economy and are critical for a competitive advantage in companies across the globe in all industry sectors. Students will learn critical skills and gain knowledge needed to implement quality service and services strategies for a competitive advantage across industries.

Other Electives

In addition to the marketing area of emphasis, we offer finance , international business and supply chain management as areas of emphasis in the online MBA degree.

You can also select electives from different functional areas to develop your own personalized management curriculum. In addition to the electives that are part of this areas of emphasis, you can also choose to take the following elective courses:

  • Management of Technology and Innovation
  • Project Management
  • Global Business Environment
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