Master of Business Administration in Business Marketing (M.B.A.)

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Program Objectives:

Upon successful completion of the program, students will be able to:

  • Analyze fundamental marketing concepts related to strategic planning and integration of marketing with other business activities and functions.
  • Evaluate the role of marketing research in the development of a strategic marketing plan.
  • Examine the professional research in the areas of management, organizational behavior and business ethics related to marketing management.
  • Compare and contrast issues related to marketing a product or brand locally and internationally.
  • Analyze the evolution of marketing management over time with a focus on classical versus contemporary theories in marketing.
  • Express key concepts and theories related to business marketing, in written form, utilizing prescribed essay criteria.
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Master of Business Administration in Business Marketing (M.B.A.)

The Master of Business Administration online degree program in Business Marketing is designed to provide professionals with the theories and principles integral to the marketing profession in a global economy.

The Master of Business Administration degree program in Business Marketing is:

  • a self-paced learning program;
  • completed off-campus;
  • online learning format;
  • not structured in semesters, quarters or terms; and
  • designed to allow students to begin their online Business Marketing studies at any time of the year.

**Military students and some employers require students to complete courses on a per term basis.  Please contact our Admissions Department for additional information.  

The Master of Business Administration degree requires students to complete a total of 39 semester units comprised of the following:

  • 13 core courses

**Requirements are fulfilled through coursework completed at California Coast University and coursework completed at other recognized educational institutions.  Previously completed coursework will be evaluated to determine all applicable transfer credit.  

Prerequisites to Admission:

An applicant must have earned a Bachelor Degree in Business Administration, Leadership, Management; or a Bachelor Degree in another field may be considered if the Admission Committee evaluation indicates that the applicant has the necessary foundation to succeed in the program.

    Master of Business Administration in Business Marketing (M.B.A.) Core Courses

    Courses required are listed below. Please click on the course to read a description.

    plus-sign BAM 509 Management Information Systems

    3 Semester Units

    Management Information Systems was designed for business students who want an in-depth look at how business firms use information technologies and systems to achieve corporate objectives. Information systems are one of the major tools available to business managers for achieving operational excellence, developing new products and services, improving decision making and achieving competitive advantage.

    Course Objectives

    Upon successful completion of this course, students will be able to:

    • Describe the role that information systems have in businesses today.
    • Review the ways in which businesses store, organize and manage their data.
    • Understand how information systems can help managers at all levels make better decisions.

     

    plus-sign BAM 510 Human Resource Management

    3 Semester Units

    This course examines the concepts, models, procedures, tools, and techniques of human resource management. Aspects of the individual and how the work environment influences people at work is explored, and the emphasis on recent and relevant findings from the behavioral sciences and other disciplines is discussed to help students apply appropriate human resource approaches in their organizational settings.

    Course Objectives

    Upon successful completion of this course, students will be able to:

    • Distinguish the human resources responsibilities of line and staff (HR) managers.
    • Cite specific discriminatory personnel management practices in recruitment, selection, promotion, transfer, layoffs, and benefits.
    • Discern at least three methods of collecting job analysis information including interviews, questionnaires, and observation.
    • Convey at least six factors that affect the usefulness of interviews.
    • Analyze important factors that shape ethical behavior at work.

     

    plus-sign BAM 511 Marketing Management

    3 Semester Units

    This course introduces basic marketing principles and policies and explores various marketing functions with an emphasis on marketing strategy planning and the integration of marketing with other business activities and functions. Price policies and controls are discussed, as well as the various trade channels, merchandising, market research, government regulations, and competitive practices.

    Course Objectives

    Upon successful completion of this course, students will be able to:

    • Analyze the various fundamental marketing concepts.
    • Examine how marketing management has changed over time.
    • Distinguish between the necessary tasks for successful marketing management.
    • Examine what is included in a marketing plan.
    • Evaluate the components of a modern marketing information system.
    • Evaluate branding and how it works.
    • Analyze the steps involved in developing an advertising program.

     

    plus-sign BAM 513 Financial Management

    3 Semester Units

    Financial Management is intended to be a practical guide for students with little to no prior knowledge in financial management. Through the use of real-world examples and case studies, financial concepts are applied and reviewed as they relate to various areas of business. Finally, the course is designed to help aspiring nonfinancial managers and executives to communicate better with financial managers, accountants, and controllers within their organizations.

    Coure Objectives

    Upon successful completion of this course, students will be able to:

      • Provide nonfinancial managers with insight into the various activities of a firm that affect cash flows.
      • Assist current and future managers in developing the analytical skills necessary for evaluating business problems and opportunities from a financial perspective.
      • Help nonfinancial managers better understand key concepts related to some of the major decisions facing financial managers.

     

    plus-sign BAM 514 International Business Management

    3 Semester Units

    This course examines a variety of international business issues. Topics include national economic and cultural differences, international trade policies and institutions, foreign direct investment, global competition, outsourcing and current international business trends and developments. New theories of international trade are explored and the unique challenges organizations face in the global marketplace are discussed.

    Course Objectives

    Upon successful completion of this course, students will be able to:

    • Examine the key concepts in international trade and investment.
    • Assess the societal consequences of market globalization.
    • Evaluate the role of culture in international business.
    • Analyze the role and rationale of government intervention in international business.

     

    plus-sign BAM 515 Organizational Behavior

    3 Semester Units

    This course provides students an in-depth review of available theory and research on the behavior, structure, and process of organizations. Formal organizations and their structure will be critically examined, and human motivations and their constructive application to oneself and others will be discussed. Applicable behavioral science theories will be explored and students will be able to effectively apply the relevant concepts to the management of organizations.

    Course Objectives

    Upon successful completion of this course, students will be able to:

    • Assess how and why organizational behavior determines the effectiveness of an organization.
    • Analyze research areas of organizational behavior such as learning, motivation, leadership, group behavior and communication.
    • Evaluate the nature of power and organizational politics.
    • Consider the relationship between organizational design and an organization’s structure.
    • Critique the various theories and models that explain why and how people and groups behave as they do.

     

    plus-sign BAM 530 Business Ethics

    3 Semester Units

    Business Ethics provides a managerial framework for integrating ethics into strategic business decisions. The framework provides an overview of the concepts, processes, and best practices associated with successful business ethics programs. This course also prepares students for the ethical dilemmas they may face in their business careers.

    Course Objectives

    Upon successful completion of this course, students will be able to:

    • Explore the different types of ethical examinations and frameworks.
    • Evaluate the global complexity of business ethics.
    • Assess the concept of strategic planning with respect to ethics.
    • Explain the ethical issues that arise from relationship marketing.
    • Analyze the role of a code of ethics in organizations.

     

    plus-sign MKT 512 Sales Management

    3 Semester Units

    This course offers an in-depth analysis of professional selling practices with emphasis on the selling process and sales management. The development of territories, determining potentials and forecasts, and setting quotas will all be explored to help students become familiar with the issues and decisions companies face in developing and managing an effective sales force.

    Course Objectives

    Upon successful completion of this course, students will be able to:

    • Examine the basic and essential principles and concepts of personal selling and sales management in the global marketplace.
    • Evaluate the role sales plays within a company’s dynamic micro/macro environment.
    • Develop effective decision-making skills as sales managers.
    • Develop interpretive and investigative research skills.
    • Compare ethical and unethical sales practices both within and outside the U.S.

     

    plus-sign MKT 542 Global Marketing

    3 Semester Units

    The importance of global marketing today can be seen in the company rankings compiled by the Wall Street Journal, Fortune, Financial Times and other publications. Whether ranked by revenues, market capitalization or some other measure, most of the world’s major corporations are active regionally or globally. The size of global markets for individual industries or product categories helps explain why companies “go global”. Global markets for some product categories represent hundreds of billions of dollars in annual sales; other markets are much smaller. Whatever the size of the opportunity, successful industry competitors ?nd that increasing revenues and pro?ts mean seeking markets outside the home country.

    Course Objectives

    Upon successful completion of this course, students will be able to:

    • Categorize the different types of leverage utilized by companies with global operations.
    • Distinguish the major source of information for headquarter executives of global companies.
    • Compare and contrast a local, an international and a global product or brand.
    • Critique the role of public relations in global marketing.
    • Cite the global issues associated with physical distribution and transportation.

     

     

    plus-sign MKT 552 Value Marketing

    3 Semester Units

    This course focuses on essential marketing concepts including creating, planning, strategies, research, consumer behavior, target marketing and evaluation. The role of marketing in the organization and the role of marketing in society are also explored with an emphasis on helping students learn how to develop responsive and effective marketing strategies that meet customer needs.

    Course Objectives

    Upon successful completion of this course, students will be able to:

    • Analyze the evolution of the marketing concept.
    • Examine the big picture of international marketing and the decisions firms must make when they consider globalization.
    • Evaluate consumer behavior and explain the purchase decisionmaking process.
    • Recognize the importance of pricing and how marketers set objectives for their pricing strategies.
    • Explore the various components of advertising.

     

    plus-sign MKT 555 Retail Management

    3 Semester Units

    This course focuses on the exciting and dynamic aspects of retailing.  It was designed to seamlessly meld the traditional framework of retailing with the realities of the competitive environment and the emergence of high–tech as a backbone for retailing.  Key retail management concepts are reinforced with current, real-world examples that bridge the gap between theory and practice.

    Course Objectives

    Upon successful completion of this course, students will be able to:

    • Examine the field of retailing, establishing and maintaining relationships, and the basic principles of strategic planning and the decisions made in owning or managing a retail business.
    • Evaluate the organizational missions, ownership and management alternatives, goods/services categories, and objectives of a broad range of retail institutions.
    • Distinguish various key concepts for retailers to better identify and understand consumers, and develop an appropriate target market plan.
    • Analyze the elements of choosing a store location, managing a business, merchandise management and pricing, and communicating with the customer.
    • Investigate planning and opportunity analysis, productivity, performance measures, and scenario analysis.

     

    plus-sign GRM 597 The Research Process

    3 Semester Units

    This is a required course for Master’s Degree students to develop an understanding of various research methods. The course provides guidance in planning research strategy, documentation of research data and design of a defensible study. It also explores and analyzes examples of research from many different disciplines, development and use of computer-aided research and writing skills and logical argumentation techniques in stating and defending research data.

    Course Objectives

    Upon successful completion of this course, students will be able to:

    • Demonstrate competencies comparable to those achieved within traditional institutions of higher learning that require resident instruction and evaluation.
    • Exhibit a broad comprehension of research methodologies utilized in the social sciences, health sciences, government, business, and other related fields.
    • Analyze, synthesize and evaluate the knowledge acquired in this subject area and apply it in practical situations.

     

    plus-sign BAM 599 Strategic Management: Capstone

    3 Semester Units

    Strategic Management: Capstone is designed to challenge student to integrate knowlege they have acquired across the breadth and depth of the master's program.  Students learn new strategy formulation, implementation, and evaluation concepts and techniques. Utilizing this new knowledge, coupled with knowledge acquired from other courses, students will be able to chart the future direction of different organizations. Knowledge of strategic management will enable students to analyze firms in different industries, make objective strategic decisions for companies, and justify those decisions through oral or written communication.

    Course Objectives

    Upon successful completion of this course, students will be able to:

    • Understand the strategic-management process.
    • Describe the benefits of good strategic management.
    • Write good vision and mission statements.
    • Discuss the value of establishing long-term objectives.
    • Describe a three-stage framework for choosing among alternative strategies.
    • Explain market segmentation and product positioning as strategy-implementation tools.
    • Describe a practical framework for evaluating strategies.

     

Did you know, California Coast University offers affordable tuition payment options to help you get the education you deserve?

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