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Business & Management

Master of Business Administration – Marketing

The Master of Business Administration (MBA) is a highly valued degree in the business world. USU’s MBA program combines business theory with practical skills that students can apply in their jobs on a daily basis. USU MBA students will gain a deep understanding of the functional areas of a business including finance and accounting, marketing, human resources and information technology. MBA students will develop leadership skills through courses in organizational behavior, business law and ethics, international/global management, strategic planning and organizational change and innovation. The MBA curriculum also teaches critical thinking and problem solving, project management, communication, teamwork and ethics.

USU’s MBA program provides working adults the opportunity to earn an advanced degree without interrupting their careers – or commute to classes. All MBA courses are offered both online and on-campus, providing students with the flexibility to attend a course anytime – and anywhere. Class participation is required, which allows students the opportunity to interact with and learn from the USU faculty and each other. The MBA program offers a flexible curriculum designed to maximize the amount of transfer credits that can be counted towards their degree.

 

Tuition Rate:
$12,420 (including fees)
Monthly Payment Plan:
$325 per month for 38 months
ADMISSION REQUIREMENTS

Individuals wishing to enroll in the Masters of Business Administration degree program must apply and be admitted to the University. All admission materials must be submitted directly to the admissions office by the application deadline (if applicable). An application to USU includes, but is not limited to, the following:

  • Complete and submit an application for admission,
  • Applicants must submit their official transcripts from the bachelor degree-awarding institution, and any post-bachelor degree institution(s); Programs with undergraduate prerequisites require official transcripts from the originating institution(s). Foreign transcripts must be evaluated and translated, if applicable, by an acceptable evaluating agency.
    • A member of the National Association of Credential Evaluation Services (NACES)
    • A member of the Association of International Credential Evaluators, Inc. (AICE)
    • Nursing applicants may use the Commission on Graduates of Foreign Nursing Schools (CGFNS)
  • Have a cumulative undergraduate grade point average of 2.5 or higher.
  • Meet any program specific entrance requirements. See program specific admissions requirements.
  • Complete an Enrollment Agreement.
TUITION & COST

Per Credit: $325
Estimated Tuition: $12,420 (including fees)*
Monthly Payment Plan: $325/month for 38 months

*Rate effective for students accepted on or after January 15th, 2018.

COMPLETION TIME

3 semesters/12-16 months

*Dependent on course load

The MBA Concentration prepares students to understand the strategic role of marketing and how to apply it in their organizations. The course teaches how to grow a business by thoroughly understanding its current and prospective customers through the only source of a firm’s revenue. Companies with high or increasing market capitalizations need to know how to create, communicate and deliver value to their customers. Students will learn how to create such value by applying a set of frameworks and analytical tools in three areas: identifying market opportunities, setting a marketing strategy, and formulating the marketing mix.

Students are refreshed on the basics of critical elements of the 4 p’s, segmentation and positioning. Students gain knowledge of the tools used and evaluate segmentation strategies like demographics, pyschographic, behavioral and outcomes based segmentation. The concentration explores advanced topics from market research, big data analytics, product development, advertising, branding, retailing and sales to Internet marketing, our highly experiential coursework enables students to leverage real-world opportunities that help prepare them for dynamic and meaningful careers.

Case studies and practical application exercises are used to develop experience in implementing these frameworks and analytical tools in order to grow a business. Specific marketing concentration topics include market research and analytics, behavioral economics, consumer decision making, market segmentation, targeting, positioning, product development, advertising, pricing, and distribution.

Master of Business Administration - Marketing Total
36

Core Courses

ACT 514: Managerial Accounting

Use of accounting data in corporate planning and control. Cost-volume-profit analysis, budgeting, pricing decisions and cost data, transfer pricing, activity-based management, performance measures, and standard costing.

3 Credits

BUS 500: Business Information Systems

This course emphasizes the business and organizational aspects of Information Systems (IS) to provide a competitive advantage, combining the knowledge of business technology. The course includes important topics related to IS, such as Foundations of IS, Data Analytics and Information Management, Enterprise Architecture, Systems Analysis and Design, Knowledge Management and the types of IT Infrastructure used in organizations.

3 Credits

BUS 505: Operations Management and Decision Models

This core course focuses on levers for structuring, managing, and improving a firm’s recurring business operations processes to achieve competitive advantage in customer responsiveness, price, quality, and variety of products and services. Critical to effective management of operations is the ability to model decisions.  Successful decision making requires the ability to structure complex problems, critically analyze options in a constantly changing world of work, and making the best decision given the information available. Students learn how to evaluate and apply analytical tools including optimization, simulation, and decision trees to examine and implement managerial decision models. Business applications include resource allocation, risk analysis and sequential decision-making through time.

3 Credits

BUS 544: Business Economics

Basic microeconomic principles used by firms, including supply and demand, elasticities, costs, productivity, pricing, market structure and competitive implications of alternative market structures. Market failures and government intervention. Public policy processes affecting business operations.

3 Credits

FIN 510: Financial Management

The financial management of an organization is critical to its long-term viability. In this course students are introduced to financial management concepts. Students will develop graduate level math skills and learn how financial analysis is used to make decisions. Topics covered include: ratio analysis, risk assessment, ROI, cost of capital, and the time value of money.

3 Credits

MKT 506: Marketing Strategy

The primary responsibility of marketing management is to create a mutually beneficial exchange between a company and its customers and to sustain that exchange in a competitive marketplace. This course provides the opportunity for an in-depth review and analysis of the latest theories from psychology and behavioral decision-making, economics and industrial organization, statistics and management science that make up the basis of any marketing strategy that drives this mutually beneficial exchange. Building on the foundational concepts of marketing, students gain increased knowledge on the evolving field of practice related to all areas of organizational marketing.

3 Credits

MGT 504: Talent Acquisition, Performance, and Behavior

In this course, students will study the changing role of the Human Resources function, and the impact this change is having on organizations. In addition, students will analyze current trends students will analyze current trends and issues facing the Human Resource professional, and the skills that will be required to be successful.

3 Credits

MGT 599: Capstone

This is the final course in the MBA program. It is designed to have students demonstrate their understanding through a culminating experience promoting synthesis and application of business concepts and theories from all of their coursework. The United States University MBA core provides students with the essential foundation to build their business mastery: accounting and finance, talent acquisition and development, economics, marketing, operations, information systems, and business policy. The learning experience across the curriculum included principles and application of strategy and execution, ethical and legal considerations in the workplace, diversity, and change management.

3 Credits

Concentration Courses - Marketing

MKT 507: Marketing Analytics

This course provides practical techniques for measuring everything from brand equity to social media, market share to email performance. For each metric, students gain insight into the real-world pros, cons, and tradeoffs—and help learners understand what the numbers really mean. Students learn how to design and interpret marketing dashboards to identify emerging opportunities and risks, and use powerful modeling techniques to optimize every decision made. This course provides students with the opportunity for a rigorous and comprehensive discussion of the latest web, online, social, and email metrics, helping marketing professionals navigate today’s many new metrics to gain usable and trustworthy information.

3 Credits

MKT 508: Internet Marketing

This course provides students an inside view of Internet marketing strategically, bring together marketing, sales and operations functions that were previously separate and siloed, and systematically capture and apply data to drive dramatic improvements in performance. Students will explore ways to implement a more iterative, measurable, and repeatable approach to Internet marketing, gain better information about which online strategies are working best, deliver better-qualified leads to sales, build an “online sales engine” to track every customer relationship from the very outset – and, above all, grow profits. Students learn how to use metrics and data analysis far more effectively to inform adjustments in both long-term strategy and short-term tactics.

3 Credits

MKT 510: Consumer/Buyer Behavior

This course builds on theory to provide students with a usable, strategic understanding of consumer behavior that acknowledges recent changes in internal and external influences, global marketing environments, and the discipline overall. Students explore an in-depth introduction to theories and models of how individual consumers, family units, and companies make buying decisions. Each step in the continuous decision cycle is covered in detail, in such models of consumer behavior as the high and low involvement models, information processing and attitude formation and change. Relevant psychological concepts related to behavioral economics, personality and lifestyle, self-concept, cognition and classical vs. operant conditioning are also covered. Students also gain valuable perspective on how purchase decisions are made in their own households.

3 Credits

MKT 536: Global Marketing

This course is an overview of the unique aspects of marketing in the global economy, emphasizing the development of strategies for markets in diverse cultural, political, and economic situations. It examines the methods companies use to organize their international versus domestic markets, and the complex aspects of exporting and foreign market entry-mode, creating a framework for foreign market analysis and the formulation/adaptation of a global marketing strategy.

3 Credits