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The corporate world has long been requesting marketing programs at the master's level. These employers have recognized that strong marketing skills are required for virtually any corporate career. In addition, if you intend to own your own business, no matter what field you are in, marketing skills are crucial.
The Marketing M.B.A. program and Certificate in Marketing were designed with the needs of different industries incorporated into the course content. The Marketing Manager position is normally described by the Bureau of Labor Statistics as someone responsible for planning, directing, and coordinating marketing policies and programs. Marketing managers also help to determine the demand for products and services, identify potential customers and develop pricing strategies with the goal of maximizing the firm's profits or share of the market.
All of the courses included in the M.B.A. in Marketing and Marketing Certificate will give the potential Marketing Manager or Entrepreneur the tools for strategic thinking and skills that can translate into success!
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For more information about the program, please contact:
Total credits: 39
M.B.A. Core Courses (21 total credits)
|Marketing Concentration Required Courses (3 total credits)|
|MKT 5290||Cases in Strategic Marketing|
|Marketing Electives - Choose five (15 total credits)|
|MKT 5200||Customer Value|
|MKT 5215||Sales Management|
|MKT 5225||Social Media Marketing|
|MKT 5235||Global Marketing|
|MKT 5245||Marketing Research|
|MKT 5250||Product and Brand Management|
|MKT 5260||Services Marketing|
|MKT 5270||Managing Mkt Communications|
Full-Time professionals are available to discuss the M.B.A. in Marketing curriculum with you in greater detail. Simply call 800.672.7223 Ext. 25168 or contact our Enrollment Services Staff.
MKT 5200 Customer Value (3 cr.)
This course stresses the service aspects of an organization (especially customer service); marketing and organizational responsiveness; and how to design, deliver, and measure superior customer value. Via an integrated marketing and operations/process perspective, students will understand how to blend the delivery of service and quality, together with image and pricing strategies to maximize the value proposition. Strategies for optimizing and communicating customer value, measuring customer orientation, and relationship and retention marketing are also examined. The customer value funnel- consisting of macro-environmental factors, market forces, organizational issues, customer characteristics and perceptions, and business performance -- is used as the case analysis framework in this course. Prerequisite: MKT-5125 or MKT-5070.
MKT 5215 Sales Management (3 cr.)
Recognized as a vital marketing channel, sales forces are underrepresented in academic study compared to other topics like business-to-business marketing, entrepreneurial marketing, consumer behavior, and technology. Sales forces encompass a collection of complex subjects that combine individualistic sales personalities with intricate issues involving pay for performance, customer targeting based on data, evaluating sales person performance, and emerging technology. Sales force executives and managers combine skill with science more than managers in any other managerial area (Zoltners, Sinha, and Zoltners 2001). The MKT 5215 curriculum is designed around frameworks that provide the sales manager with an understanding of the entire sales force system. Frameworks include the role of the sales force in go-to-market strategies, how to assess the effectiveness of a selling organization, and success drivers such as sales force sizing, hiring, training, compensation, and coaching. This program of study is designed for salespeople who want to advance professionally, top managers, business owners, and entrepreneurs. The curriculum delivers a comprehensive view of important decisions encountered by any selling organization. Prerequisite: MKT 5125 or MKT 5070.
MKT 5225 Social Media Marketing (3 cr.)
This course will familiarize students with the social eco-system and its value in creating a permission-based marketing organization for sales generation, online brand storytelling and ongoing customer engagement. Students will develop marketing plans and evaluate cases that enrich their understanding of how social media contributes to integrated marketing communications (IMC) and search engine marketing in a customer-centric environment. Sales nurturing strategies will be developed that adopt video, mobile and blog content for moving targeted audiences through a social sales funnel. In addition, students will be challenged with the creation of fan engagement and influence marketing strategies that boost an organization's market exposure and overall brand appeal. Collectively, these strategies will be integrated across social content platforms as part of an enterprise-wide campaign that micro-targets consumers immersed in smart devices and guided by big data. In the course of plan development, students will be challenged to measure of the ROI of their social media plans along with the development of a social business infrastructure. Prerequisite: MKT-5125 or MKT-5070.
MKT 5235 Global Marketing (3 cr.)
This course is an overview of the unique aspects of marketing in the global economy that provides a framework for analysis. Emphasis is placed on the development of strategies for markets in diverse cultural, political, and economic situations. It focuses on foreign market analysis, target market identification, product planning, promotion, and channels of distribution. It also discusses the complex aspects of exporting and foreign market entry-mode. Global economic, social and political events and issues are included in discussions related to formulating and adapting a global marketing strategy. Prerequisite: MKT 5125 or MKT 5070.
MKT 5245 Marketing Research (3 cr.)
This course concentrates on the application of marketing research techniques and theory to aid decision makers in the solution of real world marketing problems. Topics include problem definition, research design, (including exploratory, conclusive, and survey research), qualitative and quantitative research, collection of marketing information from primary and secondary sources, sample design, and analysis of data with specific applications to decision making. Prerequisite: MKT 5125 or MKT 5070.
MKT 5250 Product and Brand Management (3 cr.)
Students will gain a working knowledge of the fundamentals of strategic product brand management. The course will consist of the components of branding, including brand equity, brand identity development and brand positions; how to build brands; growing brands and managing and sustaining brands. The role of IMC in building brands will be discussed as well as branding in different contexts including business-to-business and branding in entrepreneurial organizations. Use will be made of case studies. Prerequisite: MKT 5125 or MKT 5070.
MKT 5260 Services Marketing (3 cr.)
Service Industries (Finance, entertainment, retail, government, professional services, and information) represent 80% of the GDP of the U.S. This course is designed to teach you develop an understanding of the challenges faced by service organizations as well as goods oriented firms that use service as a competitive advantage. This course will focus on customer satisfaction and retention and teach you the strong linkages between service quality, customer lifetime value and profitability. Students will learn to map services, understand customer expectations and develop service and customer focused relationship marketing strategies that lead to strong service brands. An emphasis is also placed on the whole organization and how effective marketing and customer focus must be coordinated across multiple functions. Prerequisite: MKT 5125 or MKT 5070.
MKT 5270 Managing Mkt Communications (3 cr.)
This course introduces students to the key elements of communication theory and consumer behavior, in relation to their application to marketing communications and promotion. The course examines marketing communications and the components of marketing promotion from a systems perspective, with the purpose of establishing their place in an integrated marketing communications strategy. Key elements of the promotional mix are taken into consideration, including advertising, direct and interactive marketing, public relations, trade promotion and consumer promotion. The course will also focus on topics such as the interlinking of corporate, marketing and communication strategy, as well as how audiences frame and interpret marketing messages. Overall, all these elements will be linked in practical projects related to the formulation, monitoring and evaluation of an integrated marketing communications strategy. Prerequisite: MKT 5125 or MKT 5070.
MKT 5290 Cases in Strategic Marketing (3 cr.)
In this capstone course students will gain a working knowledge of strategic marketing management by learning how to develop and apply market-driven strategy. It concentrates on the application of various marketing topics through the use of case studies. Students will be able to make strategic choices and propose solutions to real world marketing problems. Students are expected to use their knowledge gained from all the marketing courses on the MBA to analyze the cases. Prerequisite: MKT 5125 or MKT 5070 and 9 additional credits in MKT Concentration courses.
QNTP 5000 Foundations of Business Statistics (3 cr.)
This course covers collection, description, analysis, interpretation, and presentation of data to support business decision making. Probability distributions, central limit theorem, statistical inference for uni-variate data; correlation analysis and introduction to linear regression modeling and their application to real world business problems are discussed. The data analysis capabilities of Microsoft Excel are integrated throughout the course.
FINP 5001 Acct & Finance Foundations (3 cr.)
A survey of the essentials topics in accounting and finance includes modern corporate environments, agency and governance, accounting principles, financial statements, ratio analysis, time value of money, financial decision making tools.
Marie Ang received the 2015 Student of the Year Award for the H. Wayne Huizenga College of Business and Entrepreneurship. Ang moved from Toronto, Canada in September 2013 to pursue her Master of Business Administration in Marketing at the Huizenga College of Business. She is currently employed at the business College's Office of Development working on programs such as the Distinguished Lecture Series, the Entrepreneur Hall of Fame, and managing groups such as the Board of Governors and Entrepreneurs' Council. She also serves as the director of marketing for the Graduate Business Student Association and is the president of the American Marketing Association. As a member of these organizations, she has helped to execute and plan events such as the Winter Business Ball, Fall Marketing Week, Thesis Ventures Open House, and the Shark Advantage Networking Opportunity. In 2014, Ang was the recipient of the Broward Women's Alliance Scholarship.
Marketing Professors Dr. Jim Barry and Dr. John Gironda appeared on social media expert Neal Schaffer's podcast to discuss how social media is taught in the classroom.
In a recent interview with CBS4, Maria Petrescu, Ph.D, assistant professor in Nova Southeastern University's H. Wayne Huizenga College of Business and Entrepreneurship explained that shoppers who missed out on Thanksgiving holiday deals will still be able to take advantage of more deals during the rest of the holiday season. "You should be able to find many many discounts from now on even before Christmas," said Petrescu.
The full interview can be viewed here: A Little Work, A Little Shopping - It's Cyber Monday
Students from Dr. Weinstein's MKT 5017 participated in a ten-week project culminating in a 15 minute presentation to Target executives. The first and second place teams were awarded scholarships.
The winning team - awarded a $600 scholarship - included Sara Chen, Guilianna Oblitas-Acosta, Georgia Wilmot-Jones, and Yana Young Sang. Their presentation was entitled "Changing Demographics - Focus on Baby Boomers." The second place team consisted of Melissa Brown, Carlos Castillo, Jennifer Dasilva, William Fargiano, and Craig Williams. They earned a $400 award for their presentation "Surfing the Digital Wave." MKT 5017 is an important course in the Huizenga College of Business' new M.B.A. program in Marketing.
Art Weinstein, Ph.D.
Art Weinstein, Ph.D., is Professor and Chair of Marketing in the H. Wayne Huizenga College of Business and Entrepreneurship at Nova Southeastern University, Fort Lauderdale, Florida. He is a three-time recipient of the Huizenga College's "Faculty of the Year" award. He earned his Ph.D. and M.B.A. in marketing from Florida International University. His B.S. degree in marketing was from the University of South Florida.
Dr. Weinstein has been researching, writing, consulting, and speaking about customer value for more than 15 years. He developed and teaches the definitive M.B.A. course on the subject (MKT 5017 – Delivering Superior Customer Value). The author of 7 books and more than 70 scholarly papers, Weinstein's latest book, Superior Customer Value: Strategies for Winning and Retaining Customers, 3rd edition (CRC Press, 2012) is the textbook for this M.B.A. course.
Dr. Weinstein is an internationally known expert in customer value and B2B market segmentation. He has consulted for leading high-tech manufacturers, publishers, service firms, universities, government agencies, and trade associations in these areas.
Russell Abratt, Ph.D.
Russell Abratt joined the Huizenga College 11 years ago from one of South Africa's top business schools. Before he started teaching, Dr. Abratt worked in the Retailing and Wholesalers sectors in South Africa, developing marketing strategies for Clothing stores as well as for Citizen Watch Co. and various sunglass brands. As a consultant, he has developed marketing plans and strategies for leading Banks, B2B companies as well as Pharmaceutical companies in South Africa. He has done extensive research in the broad area of marketing strategy and his work has been published in leading managerial journals such as the California Business Review and Business Horizons, as well as in high quality scholarly journals such as Industrial Marketing Management, European Journal of Marketing, Journal of Marketing Management, Management Decision and the Journal of Business Ethics. His work in the Integrated Marketing Communications area has been published in the Journal of Advertising Research, International Journal of Advertising and the Journal of Promotion Management. Dr. Abratt is an outstanding teacher, having been named the Huizenga College teacher of the year in 2003 and the Huizenga Faculty of the year in 2009.
Sara Weisfeld-Spolter, Ph.D.
Sara (Suri) Weisfeld-Spolter joined the Huizenga College of Business as an assistant professor of marketing in October 2008. Born in Brooklyn, NY, she earned her PhD, MS and BBA in marketing at Baruch College, City University of NY. Suri has published her research in Marketing Science and other marketing journals and has presented papers at many marketing conferences including Association of Consumer Research (ACR) and Academy of Marketing Science (AMS). An accomplished researcher who has received distinguished research awards, her research focuses primarily on different aspects of consumer behavior.
Using these research skills, Suri recently partnered with Mass Mutual to work on a marketing research project to better understand the financial literacy of Hispanic Business owners in South Florida. The results of this project were shared with the community via a live presentation as well as through printed pamphlets available at local Mass Mutual banks.
Suri is also currently the chair of the doctoral program and responsible for approving all dissertations in Marketing, Management, Finance and Economics. She has developed and taught marketing theory and research methods courses in the doctoral program and is excited to be developing the marketing research course for the Master's program, incorporating her knowledge and experience into the course.
James Barry, D.B.A.
Dr. Jim Barry is a 25 year veteran of the corporate world with experience in industrial, government and commercial marketing. During this time, he served in a variety of executive marketing roles with Fortune 50 companies and start-up ventures.
As an NSU marketing professor, Jim's teaching experience covers a wide range of internet marketing, social media and international business courses. Dr. Barry is the recipient of the Faculty Member of the Year and has published articles for The Journal of Business and Industrial Marketing, the Journal of Global Marketing, the Journal of Marketing Management, The Journal of Services Marketing, The European Journal of Marketing and others on a number of relationship marketing topics.
As founder of Marketing P2P, his social media and internet marketing company conducts corporate workshops and webinars for companies seeking to transform their traditional selling approaches to social selling. The company also develops integrated social media and search engine marketing solutions for professional services throughout South Florida.
Kathleen O'Leary, Ph.D.
Dr. Kathleen (Bay) O'Leary joined the Huizenga College of Business as an Associate Professor of Marketing in January, 2008. After receiving her Ph.D. from Florida Atlantic University in 2003, she taught at Barry University in North Miami. Bay teaches in both the undergraduate and graduate programs.
Dr. O'Leary has many professional publications. Her main area of research focuses on Internet marketing and Branding. Dr. O'Leary's teaching experience includes, brand management, internet marketing, managerial marketing, international marketing and buyer behavior.
Her teaching philosophy of incorporating real business experience into the classroom is evident in her courses. She believes that learning and experience go hand in hand. From her own years in the marketing industry, she draws on real issues that arise in marketing.