2016–2017 2016–2017

MARKETING AND
COMMUNICATION PROGRAMS
MASTER OF SCIENCE IN MANAGEMENT
SPECIALIZATIONS IN
Marketing
Public Relations
Compete for today’s—and tomorrow’s—jobs with a careerfocused
master’s degree in management.
The master’s degree program in management allows you
to combine a broad management education with specific
knowledge for your field or industry. We design our graduate
management degree program with input from today’s top
employers to provide you with decision-making skills, real-world
experience, and a firm foundation for career advancement.
Degree Requirements
Specific course requirements are detailed under
each specialization.
MS IN MANAGEMENT: A
MENT
MARKETING
SPECIALIZATION
I
A
I
Required Core Courses 12
Required Specialization Courses 21
Required Capstone Course 3
Total Credits 36
Develop your marketing expertise and gain leading-edge
management skills by pursuing a master’s degree in management
with a specialization in marketing.
The specialization in marketing can help you move toward a
senior position with leadership skills essential to the core function
of every organization, public or private. Whether you’re
new to marketing, looking to move up, or changing careers,
you’ll learn the latest marketing strategies, as well as the foundations
of solid management practice, to gain an edge in the
job market.
What You’ll Learn
Through your coursework, you will learn how to
Develop effective marketing strategies and plans
Implement marketing research strategies
Understand the dynamics of brand positioning and developing
brand equity
Develop strategies to maximize customer satisfaction
Assess the effectiveness of direct marketing programs
Develop creative strategies to effectively communicate value
Careers
Marketing managers
Market research analysts and marketing specialists
Your Coursework
The curriculum for the marketing specialization includes
courses in brand management, consumer behavior, direct
marketing, international marketing, legal and ethical issues
in global communication, marketing management, and marketing
research.
Coursework Examples
In past projects, students have had the opportunity to
Prepare a marketing plan for a real-world product
or solution
Complete a consumer experience project focused on ethical
marketing tactics
Perform consumer market research with real consumers to
collect primary data and make strategic recommendations
for a company
Calculate direct marketing metrics such as response rate,
profit, ROI, and break-even for a direct marketing program
Course descriptions are found on pp. 92–128. Before enrolling, check www.umuc.edu/catalogs for possible updates to program offerings.
More information about certificates, including gainful employment disclosures, is available at
www.umuc.edu/graduateprograms 79