Loyola University Chicago

Quinlan School of Business


The MBA with a marketing concentration equips business managers with solid marketing skills to lead and grow brands and companies naturally.

Elective Courses

Choose three of the following courses in order to obtain a marketing concentration.

Courses (3)

Prerequisites: MARK 460 and ISSCM 491
This course develops an understanding of the marketing research process and the role of survey research in this process.
Outcome: Students formulate research problems and a design research study, including the development of a questionnaire, selection of an appropriate sample, and data analysis.

Prerequisite: MARK 460
This course develops an understanding of marketing problems in an international context, with particular attention given to the impact of international factors on consumers, competition, and marketing strategies. 
Outcome: Students apply the principles of marketing to solve marketing problems in an international context. Students analyze cases and identify optimal solutions to international marketing problems.

Prerequisite: MARK 460
This course develops an understanding of the tools and techniques required for developing a sales force and for managing revenue generation within organizations.
Outcome: Students apply processes for hiring and managing sales professionals; tools for successful account management; and skills in solving revenue generation problems facing profit and non-profit organizations.

Prerequisite: MARK 460 (and recommended prior to MARK 464)
This course develops an understanding of consumer behavior before, during, and after the consumption process by exploring both the micro-level mental processes that have an impact on consumer decision-making, as well as macro-level cultural and social influences on consumer behavior. 
Outcomes: Students apply course concepts and theories to develop a consumer analysis and marketing strategies for a firm or nonprofit organization.  

Prerequisites: MARK 460; MARK 467 is recommended
This course develops an understanding of how advertising, sales promotion, public relations, personal selling and, in some cases, packaging decisions form a coordinated marketing communications plan.
Outcomes: Students apply the elements of integrated marketing communications and develop a coordinated marketing communications plan for a project or case study.

Prerequisite: MARK 460
This course develops an understanding of the internet as part of an overall marketing strategy by considering the ways in which the internet has changed marketing and business. The course covers topics such as online consumer behavior, web analytics, online advertising, email, social media, mobile marketing, and search engine marketing (paid and organic). In addition to learning fundamental principles of digital channels, students will apply the learned principles in a class project such as creating a paid search campaign for a client, running a digital marketing simulation, writing a digital marketing plan, or conducting a social media audit.
Outcome: Students develop the power to act effectively by using technology in increasingly complex buying environments.

Independent study is in-depth research or reading, initiated by the student and jointly developed with a faculty member, into a specialized area not otherwise covered by department course offerings. Variable credit. Permission of area coordinator required. Special Topics are scheduled classes; specific titles and content will vary.

Prerequisite: MARK 460
This course develops an understanding of the marketing implications of cultural differences and similarities between the people of two or more nations and considers two opposing views of marketing scholars as to whether the similarities or the differences are the more important factor.
Outcome: Students apply methods of cross-cultural analysis as well as examine frameworks for assessing multinational strategies.

Prerequisite: MARK 460
This course develops an understanding of cross-cultural management and marketing topics, both within the business organization and across the global marketplace.
Outcome: Students will be able to identify and describe how differences in national and ethnic cultures affect the behavior of employees working in organizations, managers making business decisions and consumers making product choices.

Prerequisite: MARK 460
This course develops an understanding of the way firms may increase their share of market and profits by creating, building, and managing strong, unique, and favorable brand equity for their products and services.
Outcome: Students develop a Brand Plan, evaluating the contributions of traditional brand elements, and develop a framework for creating the marketing strategies required for successfully building and managing brand equity.

This course develops an understanding of the development and use of databases for marketing, retrieval of appropriate data and analysis of that data to increase marketing effectiveness.

Outcome: The student will perform database manipulation and analysis of data. Analysis includes at least univariate analysis, cross-tabulation, creation of new variables, regression analysis and recency-frequency-monetary analysis.

The course provides an overall understanding of media planning: basic media concepts, buying and selling of media, development and evaluating effective media strategies and plans, and the role that media plays in an integrated marketing and communications plan. The course is recommended for students with little or no media planning experience.