The George Washington University

Global MBA

Graduate Programs > Professional MBA > Academic Program > Marketing

Marketing

The Department of Marketing offers five areas with the Marketing field of concentration:

  • Business to Business Marketing
  • Distribution
  • Marketing of Services
  • Marketing Research and Marketing Information Systems
  • Promotion

Business to Business

Focuses on marketing products/services to organizations, other business institutions and governmental organizations. Examples of product categories are computers, telecommunication equipment, office systems, and factory equipment. Prominent companies in this sector include: IBM, Xerox, AT&T, Boeing, Alcoa, Bechtel, and 3M Company.

Required Coursework

  • MKTG 242: Buyer Behavior
  • MKTG 250: Selling and Sales (focal course)
  • MKTG 253: Marketing Channels
  • MKTG 259: Marketing Strategy

Recommended electives (choose one)

  • MKTG 246: Marketing of Services
  • MKTG 248: Advertising and Sales
  • MKTG 252: Electronic Marketing

Distribution

Focuses on institutional aspects, channel selection, and the logistics and physical distribution associated with moving the product from producer to final customer, including wholesaling and retailing.

Required Coursework

  • MKTG 242: Buyer Behavior
  • MKTG 250: Selling and Sales
  • MKTG 253: Marketing Channels (focal course)
  • MKTG 259: Marketing Strategy

Recommended Electives (choose one)

  • MKTG 243: Marketing Research
  • MKTG 248: Advertising and Sales
  • MKTG 252: Electronic Marketing

Marketing of Services

Directed to both consumers and organizations. Industries providing such services include banking, broker-age, legal, tax, health, hotel, insurance, and associations. Prominent companies/organizations include Prudential, Hyatt Legal Services, H & R Block, Merrill Lynch, Marriott, Blue Shield - Blue Cross, Mayo Clinic, Grocery Manufacturers Association, and the American Marketing Association.

Required Coursework

  • MKTG 242: Buyer Behavior
  • MKTG 246: Marketing of Services (focal course)
  • MKTG 248: Advertising and Sales
  • MKTG 259: Marketing Strategy

Recommended Electives (choose one)

  • MKTG 243: Marketing Research
  • MKTG 250: Selling and Sales
  • MKTG 252: Electronic Marketing
  • MKTG 253: Marketing Channels

Marketing Research and Marketing Information Systems

Focuses on consumer marketing research, sampling, study design, and data analysis. While marketing research is performed within many large companies, some prominent market research firms include Burke, Market Facts, Opinion Research, and National Analysts.

Required Coursework

  • MKTG 242: Buyer Behavior
  • MKTG 243: Marketing Research (focal course)
  • MKTG 248: Advertising and Sales
  • MKTG 259: Marketing Strategy

Recommended Electives (choose one)

  • MKTG 246: Marketing of Services
  • MKTG 250: Selling and Sales
  • MKTG 251: Product Management
  • MKTG 252: Electronic Marketing
  • MKTG 253: Marketing Channels

Promotion

Focuses on marketing products to consumers, such as clothing, automobiles, and groceries. Prominent consumer product companies are Proctor and Gamble, General Foods, The Upjohn Company, Johnson and Johnson, General Motors, Levi Strauss, Gucci, and Estee Lauder.

Required Coursework

  • MKTG 242: Buyer Behavior
  • MKTG 243: Marketing Research
  • MKTG 248: Advertising and Sales (focal course)
  • MKTG 259: Marketing Strategy

Recommended Electives (choose one)

  • MKTG 246: Marketing of Services
  • MKTG 250: Selling and Sales
  • MKTG 252: Electronic Marketing

Possible Job Titles for MBAs in Marketing

  • Product Manager
  • Marketing Services Manager
  • Account Manager
  • Global Marketing Manager
  • Marketing Consultant
  • Marketing Analyst
  • Associate Director of Marketing
  • Director of Marketing

A Selection of Companies Hiring MBAs in Marketing

  • Johnson & Johnson
  • Eli Lilly
  • Proctor & Gamble
  • M&M Mars
  • Sun Star
  • Blue Cross/Blue Shield
  • Washington Redskins
  • Bank One
  • CB Richard Ellis