Business Marketing
Master of Business Administration (MBA)
Online Degree Program

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.

Designed For You

The California Coast University online Master of Business Administration in Business Marketing program was designed for complete flexibility for the student. All courses are self-paced and completed 100% online.

  • Low tuition with interest-free payment plans as low as $100/month.
  • Flexible programs designed to fit into your busy schedule. Self-paced study with no group projects, set meeting times, or exam dates.
  • The program is not structured in semesters, quarters, or terms. It is designed to allow students to begin their online studies at any time of the year.
  • CCU offers a tuition discount for Active Duty Military, Veterans, Law Enforcement, Firefighters, Government Employees, and CCU Graduates.
    We also offer a 10% discount for Corporate Partner employees. For more information on how to become a Corporate Partner, see our Corporate Partnership Information Page.
    *Employment verification is required. Offer good for students who enrolled after April 2018 and were offered discount at time of enrollment. Offer is not retroactive for students already enrolled. Discount and/or prices subject to change and/or cancellation at any time without notice. This offer cannot be combined with any other discount(s).
View Program Outcomes:

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

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Explore The Program

The Master of Business Administration in Business Marketing degree program consists of 13 total courses, followed by a final Comprehensive Examination.
The required courses are comprised of: 13 Core Courses .
There are 39 total semester units in this program.

13 Core Courses

For the online Master of Business Administration in Business Marketing (M.B.A.) degree program, the following 13 courses must be fulfilled. Click on course title to expand and read more.

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ID Course Name Units
BAM 509 Management Information Systems  3

Management Information Systems is 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:

  • Analyze the academic disciplines used to study information systems and how each contributes to an understanding of information systems.
  • Assess the challenges posed by strategic information systems and how they should be addressed.
  • Assess how the Internet and Internet technologies work and how they support communication and e-business.
  • Examine the major factors that are driving the internationalization of business.
BAM 510 Human Resource Management  3

Human Resource Management 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.
BAM 511 Marketing Management  3

Marketing Management explores various marketing theories and practices with emphasis on four key dimensions of holistic marketing: internal marketing, integrated marketing, relationship marketing, and performance marketing. We will also discuss today’s economic, environmental, and technological changes in marketing, as well as address the topics of corporate social responsibility, business ethics, sustainability, and the importance of growth to organizations.

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.
  • Evaluate the components of a modern marketing information system.
BAM 513 Financial Management  3

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.

Course 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.
BAM 514 International Business Management  3

International Business Management 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.
BAM 515 Organizational Behavior  3

Organizational Behavior provides students with an in-depth review of various theories 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 explored. Applicable behavioral science theories will be analyzed 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.
  • Examine the various theories and models that explain why and how people and groups behave as they do.
BAM 530 Business Ethics  3

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. The 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.
BAM 560 Strategic Management  3

Strategic Management explores new strategy formulation, implementation, and evaluation concepts and techniques in business organizations. Utilizing this new knowledge, coupled with knowledge acquired from other business courses, students will be able to chart the future direction of different organizations.

Course Objectives

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

  • Assess the strategic management process.
  • Analyze the benefits of good strategic management.
  • Consider the value of establishing long-term objectives.
  • Determine a three-stage framework for choosing among alternative strategies.
  • Evaluate market segmentation and product positioning as strategy implementation tools.
  • Determine a practical framework for evaluating strategies.
MKT 512 Sales Management  3

Sales Management provides a thorough, up-to-date and integrated overview of accumulated theory and research relevant to sales management. The course highlights how real managers apply this knowledge in their own organizations, to the issues and decisions companies face in developing and managing an effective sales force in the real world. The course covers the formulation, implementation, evaluation and control of a sales program. We will examine a range of topics including the strategic role of information in sales management, the recruitment, training, and development of a sales force, the vital role of customer relationship management (CRM), the development of territories, determining potentials and forecasts, and setting quotas.

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.
MKT 542 Global Marketing  3

Global Marketing takes an environmental and strategic approach to exploring business marketing on a worldwide scale. Topics of discussion include social and cultural environments, global information systems and market research, importing, exporting and sourcing, global market-entry strategies, pricing decisions, and the digital revolution. By the end of this course, students should have a better understanding of the scope of global marketing, its impact on most—if not all—businesses, and how to strategize and work through the challenging and ever-changing landscape of global marketing.

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.
MKT 552 Value Marketing  3

Value Marketing 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.
MKT 555 Retail Management  3

Retail Management focuses on the exciting and dynamic aspects of retailing. The course is designed to seamlessly meld the traditional framework of retailing with the realities of the competitive environment and the emergence of high technology as a backbone for retailing in the twenty-first century. 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.
  • Examine planning and opportunity analysis, productivity, performance measures, and scenario analysis.
GRM 597 The Research Process  3

The Research Process is a required course for all of the master’s degree programs offered at the University. This course provides an overview of the various research methods, research design, guidance in planning research strategy, and documentation of research data. It also explores and analyzes examples of research from many different disciplines, the development and use of computer-aided research, writing skills, and logical argumentation techniques required in the research field.

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.
MKT 598 Final Comprehensive Examination  0

Students enrolled in the M.B.A. in Business Marketing degree program will complete a Final Comprehensive Examination. The final examination is a combination of essay, short answer and multiple choice examination questions, requiring students to integrate knowledge acquired across the educational program. The Final Comprehensive Examination is graded on a pass/no pass basis. Students may repeat any portion until they receive a passing score.

Prerequisites to Admission:

An applicant must have earned a Bachelor Degree in Business Administration, Leadership, and/or Management. 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.

FAQ About Coursework

Required units may be satisfied in the following ways:

  • California Coast University has developed comprehensive Study Guides, for each course, that are designed to coordinate and sequence the learning materials within the required textbook. The following points will help to illustrate how the Study Guides are designed:

    • Study Guides are based on specific college level textbooks, which may be obtained from local bookstores, the publisher, or the University's Rental Library.
    • Each Study Guide is organized with a complete syllabus, along with instructional materials to guide the student chapter by chapter through the corresponding textbook.
    • Each Study Guide contains an overview and summary of all textbook chapters, along with a listing of important keywords (with definitions), and self-tests (with answers) on key points.
    • Study Guides include 4 unit exams equally spaced throughout the instructional materials, one writing assignment per unit, and the final examination.
    • Examinations are designed to test the student on the information contained within the preceding chapters.
    • All tests have no time limit and may be completed as open book tests.
  • Transcripts of previously completed master's level academic work are evaluated and credit may be transferred to meet existing coursework requirements. The following guidelines are utilized when accepting transfer credit for a master's degree program:

    • Master's degree students may receive transfer credit for up 6 semester units of previously completed coursework.
    • Courses must have been completed at a college or university accredited by an agency recognized by the United States Department of Education or its foreign equivalent.
    • Transfer grades earned must be equivalent to a letter grade of B (3.0 GPA) or higher.
    • No specialized training or experiential learning credit can be awarded at the graduate level.
  • During the admissions process, all professional experience is reviewed to determine if an applicant has sufficient occupational experience to warrant completing a Challenge Examination in lieu of a Study Guide for a particular course. The following factors are considered:

    • An applicant may be offered an opportunity to complete a Challenge Examination if the candidate's occupational expertise appears to be comparable to the objectives identified for a particular course.
    • Successfully passing a Challenge Examination will demonstrate an acceptable level of competence for that course.
    • If a student does not pass a Challenge Examination they are assigned a Study Guide for completion.
    • The maximum amount of Challenge Examinations allowed for each program level are: Associate 4; Bachelor's 10; Master's 2; Doctorate 0; and Certificates 1.