MBA: Marketing Concentration
“My Keller classes really helped enhance my career in that I have greater financial knowledge and can accurately forecast and budget for my clients.”
- Kevin Coursin, Keller Alumnus
MBA in Marketing
Staying competitive in today's dynamic business world means staying current with the latest strategic developments in marketing. As one of our 19 graduate concentrations, Keller's MBA in Marketing can provide you with a valuable understanding of the foundational theories of an essential business practice, as well as the relevant skills you need to succeed in this growing field.
By taking advantage of our degree program, you can explore the effects of marketing on an organization and learn to build and develop sound marketing plans for today's evolving economy, integrating ethical and international concerns. Specifically, you can customize your MBA in Marketing by focusing on a variety of pertinent topics, including market segmentation, targeting, positioning and research, pricing, channels of distribution, sales management, and advertising and marketing budgets.
Want to know more about how you can learn your MBA in Marketing from Keller? Request information and a member of our team can help answer your questions.
Learn on campus, online or a mix of both
At Keller, we've integrated on campus and online learning so you can attend any of our 75+ campus locations, take your graduate classes online or do a combination of both.
Study at Keller on campus, online or a mix of both
We give you the flexibility to attend classes at any of our 75+ campus locations, take all of your graduate courses online or even do a combination of both.
Locations nearest you:- or -
Explore online learning
At Keller, we offer online graduate classes taught with the same focus on personal attention and academic rigor as classes taught on campus. And because courses are offered online, you can schedule working on your education around working on your career not the other way around.
On campus and online
For those students who need the flexibility of studying online to balance work, school and life, but also want a classroom experience, we offer a mix of both on campus and online learning. Take some courses online and some at a location convenient for you, whichever best fits your schedule.
Tuition, fees and expenses†
MBA in Marketing1
- Total Required Credit Hours: 48
- Number of Standard Three-Semester-Credit Hour Courses: 16
- Tuition per Standard Three-Semester-Credit Hour Course: $2,298
- Textbook and Materials Expense2: $2,800
Note: Tuition for Canadian residents enrolled in U.S.-based programs delivered online is charged in Canadian dollars at rates shown.
† Effective beginning July 2014.
1 Availability varies by location.
2 At average estimated per-course expense for textbooks and materials of $175; average estimated per-course expense does not apply to exam-prep courses, the per-credit-hour cost for which includes textbook and materials expense.
Experience the real value of a graduate education
Not only will you be learning skills that could help you rise to the top of your field, you'll also be gaining a valuable credential that may affect your entire career. A graduate education could change your earning potential, ability to be promoted and more.
There are many scholarships and other financial aid options available for qualifying students that may help make your graduate education more affordable. Click one of the links below for more info.
MBA in Marketing Graduation Requirements
Total program length varies based on the number of courses taken per 8-week session. That means that if you take 1 class per session, you could complete your degree program in as few as 32 months.
- Total credit hours: 48
- Required program: 30
- Marketing concentration: 12
- Elective: 6
MBA in Marketing Coursework
Required program courses (30 credit hours)
We've designed the core program courses in our MBA to provide you with the fundamentals to make an impact in the business world. See MBA Required Program Courses for a list of required coursework.
Marketing concentration courses (12 credit hours)
The concentration coursework is designed to further focus your MBA curriculum to better prepare you for success in a specific field or industry. To add a concentration to your MBA degree program, you may choose courses totaling 12 credit hours from the following list:
Click on a course name below for its full description.
- Marketing Research (MKTG570) - 3 credit hours
- Marketing Research teaches students how to gather and analyze data to assist in making marketing decisions. The course addresses both quantitative and qualitative research techniques, including written questionnaires, telephone surveys, test marketing and focus groups. Emphasis is placed on examining how marketing research can help managers make better decisions regarding target markets, product features, positioning, pricing, advertising and new product introductions. Students are encouraged to consider ethical implications of specific marketing research activities. Prerequisite: MKTG522
- New Product Development (MKTG572) - 3 credit hours
- This course presents a framework for planning, implementing and evaluating new product introductions. The course addresses the new product development process - from idea generation to commercialization. Emphasis is placed on examining how organizations can manage resources to maximize the opportunity for successful new product introductions. Prerequisite: MKTG522
- Channels of Distribution (MKTG574) - 3 credit hours
- This course teaches students how to make decisions regarding selling channels and the physical distribution of products to businesses and consumers. The course addresses channel structures including retailing, wholesaling and other agency relationships. Designing, implementing, managing and evaluating a channel strategy is emphasized. Prerequisite: MKTG522
- Advertising Management (MKTG575) - 3 credit hours
- Advertising Management presents a structured approach to managing advertising, sales promotion and public relations activities from a corporate perspective. Students are taught how to determine promotional objectives, select campaign themes, choose media, control advertising costs, design sales promotions and evaluate results. The course also addresses agency selection and management. Prerequisite: MKTG522
- Sales Management (MKTG577) - 3 credit hours
- Sales Management teaches students how to design and implement a sales force strategy. The course presents techniques for identifying, recruiting and training sales personnel; monitoring and controlling sales efforts; and forecasting and budgeting sales performance. Issues such as territory decisions, compensation plans and motivation techniques are also discussed. Prerequisite: MKTG522
- Consumer Behavior (MKTG578) - 3 credit hours
- Students in this course examine basic concepts and research results from marketing and the social sciences to better understand customers and their needs. Coursework addresses the decision process of buyers, factors affecting purchasing decisions and customer satisfaction. Implications for marketing strategies (e.g., market segmentation, product design and promotion) are discussed. In addition, basic concepts of buyer behavior - including pre- and post-purchase attitudes and behavior patterns, as well as information processing relating to the functional areas of marketing - are included. Managerial applications to marketing are also emphasized. Prerequisite: MKTG522
- Electronic Commerce Marketing Management (ECOM541) - 3 credit hours
- This course explores the world of e-commerce and its impact on business practices. Topics include opportunities, issues, alternatives and techniques to support development of an e-commerce marketing plan and a related website. Understanding customer needs and concerns is addressed, as is understanding their impact on members of the supply chain. Students evaluate alternative e-commerce websites, plan a site that meets marketing objectives and examine ways to promote the site to target audiences. Prerequisite: MKTG522
Elective courses (6 credit hours)
You can take your electives in a variety of career fields. Students may choose any electives for which they meet the prerequisites. Download the Academic Catalog and view "Course Offerings" for a complete list of courses that could satisfy your elective requirements.
What's the difference between a Master of Business Administration (MBA), a Specialized Master's Degree and a Graduate Certificate?
These offerings are all graduate-level areas of study, but the main differences are the coursework and required number of credits that you'll need to take. Depending on your career interests and goals, one area of study may be best for you. To find out more about our offerings, contact a member of our team.
Do certain programs require more credit hours than others?
Yes, credit hour requirements do vary among degree programs because the course requirements vary among degree programs. Visit the graduate degree program page and click on the degree program that you're interested in to see specific coursework requirements.
Do I need to choose a concentration/emphasis for my MBA or Specialized Master's Degree?
To help you focus your MBA or Specialized Master's Degree, and take coursework that matches your interests and goals, you can choose one of 19 concentrations, but it is not a requirement to graduate. For our Specialized Master's Degree programs that have emphases, you will be required to select one that best aligns with your career goals.