Program Overview

Marketing Graduate Program

The Marketing Graduate Program at Fordham University offers a comprehensive curriculum designed to equip students with the knowledge and skills necessary to succeed in the field of marketing. The program covers a wide range of topics, including responsible marketing management, marketing in the digital age, consumer behavior, research methods, and marketing strategy.

Course Descriptions

• MKGB 6710: Responsible Marketing Management (3 Credits) This course discusses the role of marketing in developing responsible business practices to create, communicate, and deliver value for business entities, consumers, and society as a whole.
• MKGB 6711: Marketing in the Digital Age (3 Credits) This course introduces the ways in which marketing creates value in interactions with other business functions, stakeholders, and consumers, emphasizing the need for customer-driven marketing in the digital age.
• MKGB 6720: Understanding Digital Consumer (3 Credits) Consumer behavior is rapidly changing as channels and shopping offer more options and more data points. This course prepares students for marketing to digital consumers.
• MKGB 6730: Contemporary Research Methods (3 Credits) This course provides a fundamental understanding of analytical methods and their application in marketing and communications.
• MKGB 7720: Consumer Behavior (3 Credits) Analyzes the latest social science research and theories to better understand consumer behavior, with special attention to applications in managerial decision-making.
• MKGB 7723: Strategic Branding (3 Credits) Demonstrates the strategic importance of branding by focusing on the various ways brands acquire and sustain value in the marketplace.
• MKGB 7730: Research Methods (3 Credits) Provides a fundamental understanding of research methods and their application in different business functions, offering perspectives from both the provider and user of information needed for managerial decision-making.
• MKGB 7755: Integrated Marketing Communications (3 Credits) This course analyzes the planning, execution, and measurement of advertising campaigns, with a focus on developing ad campaigns and media planning that maximize consumer engagement.
• MKGB 7760: Marketing Technology and Innovation (3 Credits) This course introduces students to the marketing implications of the latest technologies and how these technologies have led to new forms of marketing and customer-related activities.
• MKGB 7765: Sales Management (3 Credits) Focuses on personal selling and salesforce management in the context of large and small organizations, examining the sales process and its relationship to overall marketing strategy.
• MKGB 7775: Marketing of Financial Services (3 Credits) Provides a scientific understanding of tactics and strategies associated with the marketing of financial services, emphasizing the role of industry deregulation, intensified competition, and the emergence of new technologies and products.
• MKGB 7785: Marketing Strategy (3 Credits) Presents an integrated framework on how company marketing decisions can be guided by the environment in which the company is operating, the company's own strengths and weaknesses, and the future prospects in the marketplace.
• MKGB 7792: New Product Development (3 Credits) Provides a sequential methodology for identifying new product opportunities, designing products and services to meet consumer needs, and examines the processes and methods used for managing different stages of product development.
• MKGB 779H: Marketing Decision Models (3 Credits) This course provides students with hands-on training in applying analytical tools and computer programs to assist marketing decisions.
• MKGB 779I: Data-Driven Marketing Decisions (3 Credits) This course provides students with hands-on training in applying analytical tools to data to assist marketing decisions, seeking to fill the gap between managerial needs and technical expertise.
• MKGB 779N: Sports Marketing (3 Credits) It is estimated that the sports industry generates over $200 billion a year in revenue and is still growing. This course is designed to provide the sport business student with an overview of the major marketing issues facing the sports industry.
• MKGB 779T: Marketing Management & Strategy (3 Credits) Introducing the fundamental concepts and processes essential for marketing goods and services in today's competitive environment, presenting an integrated framework on how such strategic decisions should be made.
• MKGB 77AA: Marketing Decision Models (3 Credits) Demonstrates the benefits of using a systematic analytic and modeling-based approach to marketing decision-making and equips students to work on marketing data with a heavily applied approach.
• MKGB 77AH: The Art of Social Business (3 Credits) Social Media is not a technology, a tool, or a trend; it is a fundamentally new way for businesses to connect with all of the people that matter at an unprecedented scale.
• MKGB 77AM: Digital Marketing (3 Credits) Digital Marketing is designed to provide students with a thorough knowledge of the digital marketing process.
• MKGB 77AN: Design Thinking (3 Credits) Design thinking is an iterative problem-solving process of discovery, ideation, and experimentation that, when combined with business models, provides decision-makers with effective tools for innovation and transformation.
• MKGB 77AP: Business Strategy Simulation (3 Credits) The design of this course is built upon a decision-making laboratory (DML) that creates a context-rich simulated business environment in which student teams manage simulated businesses.
• MKGB 77AU: Social Marketing (3 Credits) This course introduces participants to social marketing, the creative use of marketing for the betterment of society.
• MKGB 77AW: Customer Experience Management (3 Credits) This learning-by-doing course introduces participants to customer experience management—the set of practices that companies use to ensure that customers are satisfied at every touchpoint of their journeys with brands.
• MKGB 77AX: Marketing with Cultural Intelligence (3 Credits) The course helps students develop the cultural intelligence needed to serve customers whose experiences, worldview, and lifestyles are different from one's own.
• MKGB 7811: Marketing Internship (1 to 3 Credits) This course is intended for students with a Marketing internship for this trimester that wish to receive academic credit for it.
• MKGB 8701: Marketing Analytics (1.5 Credits) This mini-course seeks to familiarize students with using data in marketing contexts and understand data-driven approaches to marketing decisions.
• MKGB 8703: Revealing Consumer Insights (1.5 Credits) Addresses consumer complexity in the marketplace by using anthropological and other humanistic approaches in market research to uncover qualitative consumer insights for businesses.
• MKGB 8709: Digital Marketing Analytics (1.5 Credits) Provides students with a hands-on experience with using various analytical methods and tools to explore digital marketing, including social media marketing and Google Analytics.
• MKGB 879E: Luxury Marketing (1.5 Credits) This course will provide excellent support for those planning a career in luxury marketing, brand management, retailing and distribution, and communications.
• MKGB 879P: Science of Shopping (1.5 Credits) This course will examine the anthropological dimensions of retail shopping from four interconnected perspectives: practical, relational, socio-economic, and sensory-physical.
• MKGB 879R: Psychology of Pricing (1.5 Credits) When is it better to price a product at $3.99 compared to $4.00? This mini-course brings structure to the issue through explorations of consumers' beliefs, feelings, and behaviors with respect to prices and pricing tactics.
• MKGB 879X: Applied CRM (1.5 Credits) Customer Relationship Management (CRM) is the strategic process of selecting the customers a firm can most profitably serve and of shaping the interactions between a firm and their customers.
• MKGB 879Y: Marketing Analytics Insights (1.5 Credits) This course will help students understand the requirements for implementing an effective data strategy and how to communicate the complexities and insights of these data-focused strategies to all levels of stakeholders.
• MKGB 879Z: Customer Loyalty Programs (1.5 Credits) Customer loyalty is key to growing a profitable brand. This course will explore the drivers of customer loyalty and delve into the program strategy, program structure, marketing communications, and financial implications of running a customer loyalty program.
• MKGB 87AA: Retail Digital Marketing (1.5 Credits) Over the past decade, traditional brick and mortar businesses have been shifting their operating models to fuel digital investments. This course is designed to introduce the fundamental concepts and processes essential to prepare for an executive position in retail digital marketing.
• MKGB 87AB: Measuring Marketing Effectiveness (1.5 Credits) This course provides students with an in-depth analysis of best practices of advertising and branding strategies and the tools used to evaluate and improve brand strategies and campaigns.
• MKGB 87AC: Creating Marketing Visuals Using Generative AI (1.5 Credits) This seven-week intensive course enables graduate students to unlock the power of generative AI to create marketing visuals, including images and videos.
• MKGB 87AD: Marketing with Humanity in an AI-Driven World (1.5 Credits) What does it mean to practice marketing in a world increasingly shaped by artificial intelligence? This course explores how marketing professionals can harness the power of AI while safeguarding the human capabilities that drive innovation and resilience.
• MKGB 87AE: Airline Marketing (1.5 Credits) This course examines the airline industry through the lens of marketing and management principles as they relate to international airlines.
• MKGB 8999: Independent Study (1.5 to 3 Credits) Explore our programs and visit us to learn more about the opportunities available in the Marketing Graduate Program at Fordham University.