MBA - Area Focus Electives - Marketing

Required Course

• Marketing

Electives

BRAND OR PRODUCT MANAGEMENT

The following collection of courses emphasizes brand/product management as found in the traditional consumer packaged goods companies. It would be relevant also for those who wish to bring these skills to non-traditional marketing positions such as those in financial services, health care and other service businesses. Typically, managers are responsible for the overall management of a product over its entire life cycle.

Primary Courses 

• Managing Consumer Brands
• Big Data in Marketing
• Integrated Marketing Communications
• Consumer Psychology
• Marketing Intelligence *
• Developing New Products and Services

Related Courses  

• Interactive Marketing
• Integration & Innovation in Services - The New Economy
• Strategy Seminar
• Valuation in Financial Markets * OR Financial Management
• Management Decision Models
• Competitive Dynamics Seminar
   

BUSINESS-TO-BUSINESS MARKETING

The B2B selection of courses is focused on those who wish to market products/services to other businesses. These firms range from high-tech, to traditional manufacturing companies, to financial services and consulting companies. Business marketers also engage in activities similar to their consumer products colleagues, although the role of advertising has typically been less important and sales-related issues rise to the fore. Although the focus is on B2B marketing issues, the selection of courses takes a very strong position on strategy implementation. 

Primary Courses  

• Marketing Intelligence *
• Business-to-Business Marketing
• Big Data in Marketing
• Interactive Marketing
• Consumer Psychology
• Supply Chain Management
• Strategy Seminar  

Related Courses  

• Innovating and Integrating in Services: The New Economy
• Valuation in Financial Markets * OR Financial Management
• Mergers and Acquisitions
• Management Decision Models
• Competitive Dynamics Seminar
   

MARKET RESEARCH

The market research selection of courses is more technical and emphasizes a more quantitative orientation. This course selection is attractive to those who wish to pursue more analytical careers such as in marketing research or general consulting or work for a manufacturing/service company in marketing planning, pricing or business development. Focus ranges from general strategy consulting to more targeted marketing consulting that addresses specific marketing problems. 

Primary Courses  

• Marketing Intelligence *
• Business-to-Business Marketing
• Managing Consumer Brands
• Big Data in Marketing
• Interactive Marketing
• Management Decision Models

Related Courses 

• Valuation in Financial Markets * OR Financial Management
• Consumer Psychology
• Integrated Marketing Communications
• Operations Strategy
• The Consulting Process *
   

CUSTOMER RELATIONSHIP MANAGEMENT

This selection of courses emphasizes positions that rely heavily on the Internet and addresses both B2C and B2B applications. With a more technical focus, topics include determining the lifetime value of the customer, understanding marketing metrics and performance. Emphasis is on developing go-to-market strategies that reach customers through a broad set of channels. In addition, these courses rely heavily on analytical tools to understand the effectiveness of marketing programs launched via both traditional channels and emerging channels.

Primary Courses 

• Marketing Intelligence *
• Managing Consumer Brands
• Big Data in Marketing
• Interactive Marketing
• Developing New Products and Services
• Strategy Seminar  

Related Courses 

• Consumer Psychology
• Integrated Marketing Communications
• Integration & Innovation in Services: The New Economy
• Valuation in Financial Markets *
• Financial Management
• Competitive Dynamics Seminar
• Management Decision Models

* Courses offered in the First and Second Year. All other courses are offered only in the Second Year.

Please note: courses are subject to change each year. Consult the course directory for the most up-to-date course offerings.

Darden faculty created the following marketing concentration to help Second Year students develop course plans:

Marketing

The marketing concentration prepares students for careers in marketing by helping them understand how to manage customer relationships (e.g. in consumer packaged goods, consumer durables, consumer services, consulting firms, Not for Profits (NEPs), industrial goods and technology products).  Through this series of courses, students will gain insights into how customer-based marketing decisions can create loyal engaged customers.  Faculty Contact: Raj Venkatesan.

Marketing Club

The Darden Marketing Club is committed to helping members understand the varied and exciting professional opportunities in marketing, develop the necessary knowledge and skills to accomplish career goals, build relationships with peers and faculty and network with professionals in organizations with strong marketing opportunities.
 

Darden Brand Challenge

The Darden Brand Challenge brings together more than 400 students, faculty and family members for an evening of blind taste testing and product trials. The Brand Challenge is an educational and entertaining event that excites students about careers in brand management and familiarizes them with issues surrounding product positioning and market research.
 

Darden Marketing Forum

The Marketing Forum is a symposium of marketing managers brought together to explore current issues and trends affecting marketing professionals and to provide the Darden community with additional insights into the various career options within the marketing industry.

View the full list of Darden student organizations

Still have questions? Feel free to contact the following current student and alumni to ask specific questions about marketing at Darden or in their careers. For additional contacts, please visit the Darden Student and Alumni Ambassadors list.

Jason Tilghman (MBA ’12)

Undergraduate education: Florida International University
Undergraduate major: Finance
Company: 3M
Position: Supervisor, Strategic Business Development
Location: Minneapolis, MN

“As a member of the Strategic Business Development group at 3M, it is essential that I be able to absorb large quantities of information quickly, ask well thought-out questions and make key decisions to help move a client initiative forward or solve a client challenge. I believe the case study method at Darden has equipped me with the tools and armed me with the academic foundation that I need to excel at my job. Having worked through hundreds of cases during my two years at Darden, I feel confident about and prepared to taking on broad-ranging projects and challenges at 3M.”
 

Sadie Wieschhoff (MBA ’12)

Undergraduate education: Bowdoin College
Undergraduate major: History
Company: Target
Position: Buyer

“Darden does a great job of bringing top companies on Grounds to get to know students and to educate them about their company and the opportunities they offer. My classmates and the Darden alumni network has been invaluable. People are always willing to talk with you, give career advice, help you learn more about a company, a specific role, etc. I have truly found they help in anyway they can. I feel very lucky to be part of such a supportive and dedicated network and to be headed to Target.”
 

Trisha Bailey (MBA ’11)

Undergraduate education: Duke University
Undergraduate major: Public Policy Studies
Company: PepsiCo (Frito-Lay North America)
Role: Marketing Manager
Current location: Dallas, TX

“As a career-switcher looking to transition from the nonprofit space into a marketing role at a large corporation, I was attracted to Darden’s general management approach. Darden’s rigorous, inter-disciplinary curriculum has given me the analytical tools and enterprise perspective necessary to help me solve problems, make strategic decisions and address complex challenges in the dynamic and fast-paced consumer packaged goods marketplace. The case method has also prepared me to cultivate a clear point-of-view and to think creatively. Most importantly, Darden’s vibrant community and strong emphasis on collaboration have enabled me to build incredible personal and professional relationships and have prepared me to manage cross-functional teams, agency partnerships and collaborative processes, which are a critical part of my marketing role.”
 

Kelly Becker (MBA ’08)

Undergraduate education: Texas Christian University
Undergraduate major: Advertising/Public Relations
Company: Danaher
Role: Product Manager
Current location: Chicago, IL

“I chose Darden's strong general management program to move my career from a single discipline strength to an enterprise-wide skill set. As a global product manager, I am frequently asked to make decisions with imperfect information across the spectrum of business challenges. The program's integrated marketing, operations, finance, leadership and organizational behavior curriculum provide you with the business content; yet it is the analytical skills learned, the teamwork emphasis and professional exposure received going through the program that I am able to draw upon to make those decisions with speed and confidence.”
 

Trevor Winn (MBA ’08)

Undergraduate education: University of California, Riverside
Undergraduate major: History
Company: General Mills
Role: Associate Marketing Manager
Current location: Minneapolis, MN

“Darden faculty teach for the love of teaching! Great personalities and an impressive depth of knowledge they use to engage their students and broaden our skill sets. Even better, the faculty make themselves available outside of the class, for projects or even in the working world.”