Why Study Marketing Management?
Successful organizations understand their customers. In today's digital marketplace, marketing leaders use data, creativity, technology, and strategy to build brands, strengthen customer relationships, and create competitive advantage.
The Marketing Management concentration prepares you to understand consumer behavior, develop marketing strategies, evaluate market opportunities, and lead initiatives that drive organizational growth. You'll explore digital marketing, brand management, marketing analytics, customer engagement, and strategic communications while learning how marketing influences every stage of the customer experience.
Located in New York City, one of the world's leading centers for marketing, media, advertising, and business, Tobin gives students access to global brands, innovative companies, industry professionals, and valuable networking opportunities that help bring marketing to life.
- Degree Type
- M.B.A.
- Area of Interest
- Communications, Marketing & Media
- Associated Colleges or Schools
- Program Location
- Queens Campus
- Online
- Required Credit Hours
- 36
Is This Concentration Right for You?
This concentration may be a great fit if you want to:
- Develop marketing strategies that drive business growth
- Build and manage successful brands
- Better understand consumer behavior
- Lead digital marketing and customer engagement initiatives
- Combine creativity with business strategy
Which Marketing Graduate Program Is Right for You?
Not sure which marketing graduate program is right for you? Compare Tobin's three marketing graduate programs to find the degree that best aligns with your career goals.
| M.B.A. in Marketing Management | M.B.A. in Marketing Analytics | M.S. in Marketing Intelligence | |
|---|---|---|---|
| If you want to... | Lead marketing teams, build brands, and drive business growth. | Use analytics to measure marketing performance and optimize business decisions. | Understand customer behavior, generate insights, and leverage AI to shape marketing strategy. |
| Primary Focus | Marketing strategy, brand management, leadership, and business growth. | Marketing analytics, campaign performance, ROI, and data-driven decision making. | Customer intelligence, consumer behavior, market research, AI, and predictive analytics. |
| Degree Style | Broad business degree with a marketing concentration. | Broad business degree with a marketing analytics concentration. | Specialized STEM master's degree focused on customer intelligence and analytics. |
| Ideal Careers | Brand Manager Product Marketing Manager Marketing Director | Marketing Analytics Manager CRM Manager Director of Marketing Analytics | Consumer Insights Analyst Marketing Intelligence Analyst Director of Consumer Insights |
| Career Progression | Chief Marketing Officer | Vice President of Marketing Analytics | Chief Customer Officer |
Career Opportunities
Marketing leaders are in demand across virtually every industry, including consumer products, technology, healthcare, financial services, media, consulting, sports, luxury brands, and nonprofit organizations.
Potential career paths include:
- Director of Marketing
- Director of Brand Strategy
- Director of Digital Marketing
- Director of Growth Marketing
- Director of Customer Experience
- Vice President of Marketing (career progression)
- Vice President of Brand Strategy (career progression)
- Chief Marketing Officer (career progression)
- Chief Growth Officer (career progression)
Career paths vary based on prior experience, industry, language skills, and professional goals.
MBA Curriculum
Every MBA student completes a comprehensive business core covering accounting, analytics, economics, finance, management, marketing, law, ethics, and business strategy before completing specialized coursework in Marketing Management.
- ACC 602: Global Financial and Managerial Reporting
- BUA 602: Business Analytics
- ECO 606: Industrial Economics
- FIN 607: Financial Management
- LAW 600: Law, Ethics and the Principled Path in Business
- MGT 601: Managing for Global Success
- MKT 600: Decisions in Marketing Management
- RMI 601: Risk Management
- MGT 700: Seminar in Business Policy
Required course:
- MKT 601: Marketing Research Seminar
Select two courses:
- MKT 603: Dynamics of Consumer Motivation and Behaviors
- MKT 623: Contemporary Marketing Strategies
- MKT 624: Global Brand Marketing
- MKT 626: Global Marketing Management Seminar
- MKT 630: Marketing of Services
- MKT 699: Marketing Internship
- MKT 700: Marketing Seminar on Special Interest Topics
- MKT 645: Management of Creativity and Innovation
Experience Business Before You Graduate
Marketing is best learned by solving real business challenges. Through experiential learning opportunities, you'll develop marketing strategies, analyze consumer insights, collaborate with organizations, and strengthen the leadership skills employers value.
Featured Experiences
- Consult with real organizations through Tobin Strategic Consulting (TSC).
- Analyze data to support strategic decisions in the Collins Analytics Lab.
- Develop AI-powered solutions to real business challenges through the EMPIRE Initiative.
- Launch and pitch innovative business ideas in the James & Eileen Business Plan Competition.
- Turn entrepreneurial ideas into action through the Venture & Innovation Center (VIC).
Global Business Experiences
Today's brands compete across borders, cultures, and digital platforms. Through Global Destination Courses, study abroad opportunities, and an internationally focused MBA curriculum, you'll explore how organizations adapt marketing strategies for global audiences while developing the perspective needed to lead in an increasingly interconnected marketplace.
Frequently Asked Questions
The Marketing Management concentration combines graduate business education with specialized coursework in marketing strategy, brand management, consumer behavior, digital marketing, market research, and customer engagement.
Marketing Analytics focuses on analyzing data to support marketing decisions across organizations. Marketing Management focuses on understanding customers, developing marketing strategies, building brands, and driving business growth. Students also learn how to use analytics to measure marketing performance and improve decision making.
Students strengthen their skills in strategic marketing, brand management, consumer behavior, market research, customer experience, digital marketing, and data-informed decision making.
No. Marketing skills are valuable across leadership roles in business development, consulting, entrepreneurship, product management, nonprofit organizations, and corporate strategy because every organization must understand customers and communicate value.
Yes. The flexibility of the Interdisciplinary Business concentration makes it an excellent choice for professionals whose careers span multiple business functions or evolving industries.
Yes. Admission to the MBA program is on a rolling basis. You may start in the Fall, Spring, or even in the summer semester.
Complete the online graduate application and submit the required application materials. Graduate Admissions counselors are available to guide you through the admissions process.
Ready to Apply?
Develop the strategic, analytical, and leadership skills to build brands, strengthen customer relationships, and drive organizational success. An MBA with a concentration in Marketing Management prepares you to lead marketing initiatives in today's rapidly evolving business environment.
All applicants must possess a baccalaureate degree from an accredited institution or the international equivalent before enrollment at the graduate level. In addition to the application form and non-refundable application fee, candidates should submit the following:
- Statement of professional goals and resume, which can be uploaded as part of the application for admission.
- Official transcripts from all undergraduate, graduate, and professional schools attended.
- One letter of recommendation, obtained from professional or academic references.
- Official TOEFL, IELTS, or Duolingo scores are required for applicants whose native language is not English.
- Students with international credits must also submit a course-by-course foreign credit evaluation with GPA calculation from a NACES member.
- Applicants to The Tobin College of Business Graduate programs will automatically be considered for GMAT/GRE waivers. Submitting a strong GMAT/GRE score may strengthen applications with a less competitive GPA.
For additional information, please contact:
Office of Graduate Admission
The Peter J. Tobin College of Business
8000 Utopia Parkway
Suite 114
Queens, NY 11439
718-990-1345
[email protected]
Department Faculty
K. Matthew Wong, Ph.D.
Director of M.B.A. Programs and Professor of Finance
Tobin Room 345
