Oct 22, 2020  
2019-2020 Graduate Catalog, Volume 2 
    
2019-2020 Graduate Catalog, Volume 2 [ARCHIVED CATALOG]

Marketing Concentration


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The concentration in Marketing is designed for students who plan a career in which marketing plays a central role and therefore seek an in-depth understanding of the concepts, tools, and practice of modern marketing. A career in marketing may be developed in different settings, such as consumer goods, services, high-technology, business-to-business, consulting, leading to distinct career paths. The courses in the concentration prepare students for these career paths with working knowledge pertaining to capturing the voice of the customer and on that basis delivering value to customers and thus managing the firm’s brand equity, and managing the firm’s relationships with its customers and collaborators in a digital world.

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