Specialization Head: Jane Ebert (jebert@brandeis.edu)
Interest in marketing courses has risen at IBS and we have been able to expand our faculty and course offerings in response to that interest. More students are also pursuing marketing careers. A Specialization in marketing can equip you with valuable knowledge and skills for a marketing career or can strengthen your broader understanding of business.
Marketing comprises a set of strategies that help a business or organization understand and address the needs of its target market. When used properly, these strategies will help create, grow and sustain value, improve customer satisfaction and loyalty, fend off competition, and maximize long-term profitability. Regardless of the products or services they offer, or the industry they are in, all businesses or organizations can benefit from effective marketing.
This Specialization is intended to give you a competitive edge in the marketing job market. You can complete the Specialization with 16 credits (4 semester-equivalent courses).
BUS 252a Marketing Management is a required course for the Specialization. It provides an excellent introduction to marketing that covers important marketing principles and marketing mix strategies.
In addition, you will choose 12 credits out of the six electives to fulfill the requirement for the marketing Specialization. These elective courses will prepare you for a variety of career tracks in marketing, including brand management, marketing consulting, marketing research, and the Internet and marketing communications, both in-house and at an agency.
Coursework
The Marketing specialization can be completed with 4 courses (16 credits).
which must include:
| BUS 252a |
Marketing Management (4 credits) |
and 12 credits of the following:
| BUS 250a |
Global Marketing (4 credits) |
| BUS 253a |
Marketing Research (4 credits)
(unless used towards the Quant Methods requirement)
|
| BUS 254a |
Branding Strategy (4 credits) |
| BUS 255a* |
Consumer Behavior (4 credits) |
| BUS 257f |
Marketing Communications (2 credits) |
| BUS 258f |
Sales and Sales Management (2 credits) |
*Please note that BUS 255a will not be offered in 2012-2013. You may cross-register for an equivalent course at a university in the Boston Consortium to fill this temporary gap in our curriculum or request admission to the undergraduate section of Consumer Behavior (BUS 55a) in Spring 2013.
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