As technology evolves and our world becomes more interconnected, consumers gain greater access to brands and organizations.
As a result, it’s more important than ever that a business shapes and maintains a positive brand identity
to expand its customer base and meet the bottom line.
Each of our marketing concentration courses will deepen your knowledge of marketing strategy and help you translate it into
today’s modern-day digital landscape.
Upon completion of the concentration, you will be able to:
Make data-driven marketing decisions
Identify marketing issues and develop effective strategy for solving them
Track current consumer behavior trends and adapt to them
Communicate the value of marketing to clients and the rest of your organization
Our online MBA’s marketing concentration allows you to choose course options that will tailor your education to your career goals and expertise. In this concentration, you will complete four 4-credit marketing courses toward the end of the MBA program for a total of 60 credits.
Courses are:
Learn to develop and execute communications strategies for any organization—large, small, public or private. Better understand the current ecosystem of digital tools and promotional strategies that hinge upon data-driven decision-making.
Explore the collaborative processes that drive value creation and innovation. Learn to utilize a design-thinking approach and work with different types of data sources in developing innovative solutions and designing consumption experiences.
Study the supply chain strategies of some of the most successful manufacturers (e.g., Apple and Samsung) and retailers (e.g., Walmart and Amazon). Cultivate the baseline knowledge and skill set you need to succeed in the various functions of supply chain management at a managerial level of an organization.
Build upon your understanding of design thinking and learn to think strategically about value creation as it relates to profit and impact. Study the latest trends of values-driven marketing, conscious capitalism and psychology as they relate to marketing for social impact.
Study the underlying principles and theories from brand authorities and apply them to real-world client challenges. Practice creating goal-driven brand strategies, harnessing tactics to build and amplify brands, and fostering brand experiences, conversations and relationships.
Take the first step toward building key marketing strategy skills with the University of Denver’s online MBA program.
Our marketing concentration is led by professors dedicated to furthering your personal and professional development.
Our faculty brings a wide range of experience to the classroom—including doctorates in marketing, positions at top digital marketing agencies nationwide and research projects that are highly cited by a variety of scholarly journals.
Meet your professors:
Associate Teaching Professor
Integrated Marketing Communication
Myers has been in the digital marketing industry for more than 18 years—and has been an industry consultant for well over a decade. Prior to consulting, he worked with digital marketing agencies including Blue Moon Digital, FreshCurrent and SpireMedia, creating value for clients such as Intuit, Tory Burch and Sony.
Myers is a Daniels College of Business alumnus and has been teaching digital marketing at Daniels for nearly a decade.
Associate Professor
Insight to Innovation
Akaka is the co-director of the Consumer Insights and Business Innovation Center (CiBiC) at the Daniels College of Business and teaches topics such as marketing research, introduction to marketing, customer experience design and collaborative innovation.
Her research investigates the co-creation of value in consumer cultures and consumption experiences as well as collaborative innovation and entrepreneurship in dynamic service ecosystems. Akaka holds a PhD from the University of Hawaii.
Assistant Professor
Supply Chain Management
Buffington’s research focuses on the development of the 21-st century supply chain system.
He is responsible for warehousing and brewery fulfillment for MillerCoors, the second-largest beer manufacturer in the United States. This includes developing and implementing a distribution strategy for its U.S. market.
Buffington brings a professional background that spans leadership positions in the supply chain, manufacturing and finance fields across the consulting and consumer products sectors. He holds a PhD from Lulea University of Technology in Lulea, Sweden.
Founder and Executive Director
Leadership Exchange, Marketing for Social Impact
McDougall is an experienced executive director with more than 19 years of international education experience.
She has created and led leadership and social entrepreneurial programs nationally and abroad and holds a PhD from Indiana University, Bloomington.
Adjunct Professor
Brand Management
Broady has been active in academia since 2008, developing and teaching graduate-level courses in both the online and on-campus formats.
Currently, she teaches brand management and digital marketing. Broady comes from a strategy consulting background, having assisted companies in the cable, telecom and financial services industries with bringing new products to market.
She serves as an academic strategist for Pearson Education, supporting the digital transformation of learning in higher education.
Organizations will always need marketing and communications professionals to advance their message—and as technology continues to evolve and the number of digital communications techniques grow, these roles become increasingly crucial.
Develop a cohesive and profitable marketing strategy for a company—including designing digital marketing campaigns and performing market research.
Research and gather data on consumer demographics, preferences, needs and buying habits to help a company market its products or services. Evaluate data using statistical techniques and software.
Develop, implement and manage marketing campaigns that promote a company and its products and/or services. Enhance brand awareness within the digital space and drive website traffic to acquire new customers.
Adapt a brand strategy for a company’s target market. As the “brand guardian,” maintain brand integrity across all company marketing initiatives and communications, and sometimes manage a portfolio of products.
Develop and implement a cohesive marketing plan to increase brand awareness. Set current and long-term goals for internal teams. Design and review the marketing department’s budget.
Chief Marketing Officer
VP Marketing
Senior Marketing Manager
Brand Manager
Digital Marketing Manager
Marketing Communications Manager
Creative Director
Public Relations Manager
Director of Supply Chain Management
Director of Procurement
1
US News & World Report, May 2021 arrow_upwardReturn to footnote reference
2
Bureau of Labor Statistics, May 2021 arrow_upwardReturn to footnote reference
3
CMO Council, 2021 arrow_upwardReturn to footnote reference
4
payscale.com, January 2019arrow_upwardReturn to footnote reference
The marketing department at University of Denver’s Daniels College of Business prides itself on its intimate class sizes, faculty that has real-world industry and agency experience and a curriculum that emphasizes digital skills so that you are prepared for success in a variety of today’s marketing roles.
You will graduate with a rich network of connections inside and outside of the city of Denver.
The marketing industry is quickly evolving. Take the next step in helping shape its future with an online MBA from the University of Denver.
