MBA - Area Focus Electives - Marketing
Marketing
The required and elective marketing curriculum at Darden helps students develop the skills, tools and concepts required to build an integrated, enterprise-focused approach to marketing.
Beyond basic principles, Darden students also learn marketing metrics and research as well as product innovation and brand management. Many co-curricular activities, like the Marketing Brand Challenge, support the in-class learning as well.
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Courses
Required Course
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.
- Concentrations
- Clubs & Events
- Video
- Contacts
Required Course
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.
Marketing Faculty
Luca Cian
Killgallon Ohio Art Professor of Business Administration
Serena Hagerty
Assistant Professor of Business Administration
Meghan R. Murray
Senior Lecturer
Rajkumar Venkatesan
Ronald Trzcinski Professor of Business Administration
Ronald T. Wilcox
NewMarket Corporation Professor of Business Administration
Kimberly A. Whitler
Frank M. Sands Sr. Associate Professor of Business Administration
