Strategic Marketing

The strategic marketing management concentration allows students to gain insight into the key sub-areas of product and marketing communications, marketing engineering and global marketing strategy. All of the courses in the marketing concentration are designed to give students a solid, well-rounded background in the qualitative and quantitative aspects of strategic marketing.


Within our Strategic Marketing Concentration, we have designated two specializations for students who are looking to direct their focus within a specific area of marketing

  • Social Media Marketing specialization for students who are looking to focus on the strategies and marketing within social media

  • Digital Analytics specialization for students who are looking to analyze big data and the marketing engineering. 

Concentration Courses (select 3 among the following options)

Students may select three courses from the following. If you wish to take one of our designated track options, you will choose the following:

  • Social Media Marketing
    • MKG 632 Communications Strategy
    • MKG 636 Digital Analytics
    • MKG 637 Social Media Marketing

  • Digital Analytics 
    • MKG 633 Marketing Engineering
    • MKG 636 Digital Analytics
    • MKG 638 Big Data Analytics 
  • MKG 636: Digital Analytics

    Credit Hours: 3

    Digital analytics is collection, management, and analysis of data to empower digital transformation of the enterprise. In this class, students learn key concepts of digital transformation, digital metrics, and key performance indicators. Students also complete digital certifications and a search optimization project for a company in the field.

  • MKG 637: Social Media Marketing

    Credit Hours: 3

    Social media marketing comprises a significant part of marketers; communication goals and budgets. In this course, students understand and apply the concepts and best practices associated with social media marketing including technical aspects of strategic planning, content marketing, and social advertising.

  • MKG 638: Big Data Analytics

    Credit Hours: 3

    Big data are datasets too large for traditional processing because of high volume, velocity, and variety. In this course, students learn how to analyze big data for data-driven decision making. Data mining and artificial intelligence approaches are introduced using big data sets. Big data storage methods are also introduced.

  • MKG 632: Marketing Communication Strategy

    Credit Hours: 3

    This course focuses on theory, concepts, and best practices associated with integrating and leveraging communication elements to create, enhance, and maintain winning brand performance for maximum corporate impact. Using a case study approach, the suite of communication elements are assessed for synergy and persuasive impact.

  • MKG 633: Marketing Engineering

    Credit Hours: 3

    An advanced marketing class which integrates concepts, analytic marketing techniques, marketing models, and computer decision models in making marketing management decisions. It applies marketing science methodologies to areas of product strategy, integrated marketing communication, sales force and channel design, consumer choice, and pricing strategy.

  • MKG 634: Global Marketing

    Credit Hours: 3

    This course aims to provide an understanding of the issues, contextual factors, mechanisms and organizational processes central to successfully establishing and maintaining an effective global marketing strategy. It aims to provide students with opportunities to enhance their strategic decision making skills for global market success.

  • MKG 682: New Product Commercialization

    Credit Hours: 3

    **Not offered every semester, may be offered periodically**

    This course, developed and led by a global executive, focuses on developing a comprehensive market analysis, strategy, and implementation of new technology for commercialization. Students experience the critical steps, principles, and best practices in launching innovative and new products and services for market success.