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FORM RR

UNIVERSITY OF MASSACHUSETTS AMHERST


OFFICE OF THE SECRETARY
THE FACULTY SENATE
PROGRAM REVISION APPROVAL FORM
35 COPIES REQUIRED
PROGRAM TITLE: Master in Business Administration (MBA) with a Focus1 in Marketing
PLEASE CHECK:

GRADUATE

DEPARTMENT: Graduate Programs

XXX

UNDERGRADUATE
HEAD/CHAIR: Alan G. Robinson, Associate Dean for Full-Time MBA

SCHOOL OR COLLEGE: Isenberg School of Management


Submission Date: 05/04/12

I.

DEAN: Mark Fuller, Dean

Proposed Starting Date 09/04/2012

PROPOSAL DEVELOPMENT
A.

Describe the Proposal.

The proposed Full-Time MBA with a Focus in Marketing entails the completion of 13 required courses (for a total of 42
credits), 4 credits of general electives and 9 credits of electives in the field of marketing resulting in a 55-credit degree.
(See attached proposal for a more detailed description of the Full-Time MBA with a Focus in Marketing.)
B.

Provide a brief overview of the process for developing the Proposal.

The Graduate Programs Office in the Isenberg School of Management met with Professor Easwar Iyer, the Marketing
Department Head, for an initial discussion of what marketing electives would be appropriate. Professor Iyer consulted
with the other marketing faculty to refine the specific courses involved and to ensure faculty buy-in. As part of this
process, we prioritized selection of a significant number of electives that will be offered on an ongoing and consistent
basis. Before submitting the proposal for Faculty Senate approval, it was sent to Professor Iyer and the marketing faculty
for review.
II.

PURPOSE AND GOALS


Describe the Proposals purpose and the particular knowledge and skills to be acquired.
The MBA with a Focus in Marketing can be targeted toward any student with an interest in acquiring advance marketing
knowledge, skills and expertise. Specific knowledge and skills include (but are not limited to): Consumer Behavior,
Brand Strategy, Personal Selling, Product Management and Promotional Strategy.

III.

RESOURCES
If this proposal requires no additional resources, say so and briefly explain why. If this proposal requires
additional resources, explain how they will be paid for. For proposals involving instruction, indicate how many
new enrollments are expected and whether the courses have room to accommodate them.
The proposal requires no additional resources as all of the courses are already currently offered by the Marketing
Department within the Isenberg School of Management. As a result, we anticipate little or no additional teaching load on
our faculty. Expected enrollment is difficult to predict as the MBA program is currently committed to growing its
enrollment across the board; however, when surveyed regarded course interest, approximately 30 percent of the class
indicated marketing. Conservatively, we are expecting an initial enrollment of 8-10 students in 2012, but as overall
program enrollment increases, so will the number of student electing to focus in marketing.

In the interest of consistency, we would like to use the term Focus in lieu of Concentration as we already have three areas of
Focus that we offer.

Curricular Comparison Chart: Full Time MBA vs. Full-Time MBA with a Focus in Marketing
Full-Time MBA

MBA with Focus in Marketing


Required Courses
SCH-MGMT 797FR Financial Reporting for Decision
SCH-MGMT 797FR Financial Reporting for Decision
Makers (4-Credits)
Makers (4-Credits)
SCH-MGMT 632 Information Management (3-Credits)
SCH-MGMT 632 Information Management (3-Credits)
SCH-MGMT 640 Financial Analysis and Decisions (3SCH-MGMT 640 Financial Analysis and Decisions (3Credits)
Credits)
SCH-MGMT 650 Business Data Analysis (3-Credits)
SCH-MGMT 650 Business Data Analysis (3-Credits)
SCH-MGMT 660 Marketing Management (3-Credits)
SCH-MGMT 660 Marketing Management (3-Credits)
SCH-MGMT 670 Production Operations Management (3- SCH-MGMT 670 Production Operations Management (3Credits)
Credits)
SCH-MGMT 697BB Managing Organizations and People SCH-MGMT 697BB Managing Organizations and People
(3-Credits)
(3-Credits)
SCH-MGMT 689 Organizational Planning and Strategy
SCH-MGMT 689 Organizational Planning and Strategy
(3-Credits)
(3-Credits)
SCH-MGMT 770 Human Resource Management (3SCH-MGMT 770 Human Resource Management (3Credits)
Credits)
SCH-MGMT 783 Business and Its Environment (3SCH-MGMT 783 Business and Its Environment (3Credits)
Credits)
SCH-MGMT 640 Managerial Economics (3- Credits)
SCH-MGMT 640 Managerial Economics (3- Credits)
SCH-MGMT 698 Practicum (6- Credits)
SCH-MGMT 698 Practicum (6- Credits)
SCH-MGMT 691F Professional Development Seminar
SCH-MGMT 691F Professional Development Seminar
(2- Credits)
(2- Credits)
Electives
13 Additional Elective Credit Hours
4 Additional Elective Credit Hours
9 Marketing Elective Credit Hours

Proposal: Full-Time MBA with a Focus in Marketing


Note: Prepared for Faculty Senate Review
Overview
This proposal outlines a new focus in marketing that will be a part of the existing Full-Time Master in
Business and Administration (MBA) degree offered through the Isenberg School of Management. This
proposed concentration represents a new non-thesis concentration in our existing MBA program. The goal of
the Marketing Focus is to provide students with opportunity to acquire advanced knowledge, skills and
expertise that will allow them to understand and address key issues in marketing. Specific knowledge and
skills include (but are not limited to): Consumer Behavior, Brand Strategy, Personal Selling, Product
Management and Promotional Strategy.
The MBA program has a long-standing history of attracting students with an interest in marketing. The
recruiting efforts of the MBA program will be strengthened by offering students an opportunity to focus,
which will help increase revenue for the University.
Program Details
Admission: A minimum of a bachelors degree.
Format: Courses are offered in either in person, online or both.
Required Curriculum: To satisfy the requirements for earning a Full-Time MBA with a Focus in
Marketing, students must take the required Full-Time MBA curriculum (42 credit hours), including SCHMGMT 660- Marketing Management,2 as well as 4 credit hours of general electives and 9 credit hours of
marketing electives for a total of 55 credit hours.
Marketing Focus Electives3 (9 Credit Hours Required)

MARKETNG 591A Consumer Behavior ~ Examines the application of behavioral science


theories and marketing theories to an understanding of the behavior of consumers. Includes
consumer decision making and involvement as well as psychological and social factors that
influence the consumer. (3-credit course)

MARKETNG 591T International Marketing ~ Explores cultural, economic, social, legal,


political, or organizational forces that influence multinational marketing operations. (3-credit
course)

MARKETNG 591M Marketing Management ~ Investigates the nature and problems of marketing
management and the environment facing marketing managers. Introduces the tools available for
analysis and control of marketing activities and decision making. (3-credit course)

SCH-MGMT 591C Sustainable Marketing ~ Introduces students to marketing through the


sustainability lens. Both experienced marketers and those new to the field will benefit from

SCH-MGMT 660 Marketing Management- Course covers marketing concepts of planning, organization, control, and decision
making from the viewpoint of the business executive.
3
This is not an exhaustive list of electives. Any courses offered by the Marketing Department within the Isenberg School of
Management with an appropriate marketing focus would be eligible to count as elective credit towards a Full-Time MBA with a
Focus in Marketing. These electives will of course change over time as the field continues to develop.

approaching the development of a marketing plan with the triple bottom line (economic,
environmental and societal) as the guiding principal. The demand for innovation and solutions to
sustainable problems, from environmental degradation to societal inequities across supply chains,
is increasing quickly. Those who want to succeed in the future business world need the savvy and
experience of examining these issues and applying new models for growth.

SCH-MGMT 597BI ~ Provides an introduction to Business Intelligence, including the processes,


methodologies, infrastructure, and current practices used to transform business data into useful
information and support business decision-making. Business Intelligence requires foundational
knowledge in data storage and retrieval, thus this course will review logical data models for both
database management systems and data warehouses. Students will learn to extract and manipulate
data from these systems and assess security-related issues. Data mining, visualization, and
statistical analysis along with reporting options such as management dashboards and balanced
scorecards will be covered. Technologies utilized in the course include SAP Business Warehouse
and Crystal Reports.

SC-MGMT 697IM Interactive & Multichannel Marketing ~ Reviews the rules of the old-style
direct marketing and then turns to interactive marketing and multichannel marketing.

SCH-MGMT 713 Services Marketing Management ~ Addresses the essentials of marketing


management as applied to service industries such as health care, hospitality, financial,
technology, consulting, and other service providers. Such topics as service quality, segmentation,
positioning, consumer expectations, service recovery, internal marketing and relationship
marketing are presented, discussed, and analyzed. (3-credit course)

SCH-MGMT 762 Marketing Research Methods ~ Prepares students for the applicability and
utilization of quantitative research techniques to marketing problems and processes. (3-credit
course)

SCH-MGMT 767 Management of Marketing Communications ~ Explores the development of


effective marketing communication strategies based on understanding of characteristics of
audiences. Integration of conceptual material from communication theory as applied to
advertising and other promotional problems.

Faculty: For information on our marketing faculty, please visit


http://www.isenberg.umass.edu/marketing/Faculty/.
Degree Requirements: The Full-Time MBA degree is awarded to students completing the required courses
and credit requirements with an average grade of a "B" or better. All courses must be taken through UMass
Amherst and/or Continuing & Professional Education.
Degree Process: Upon meeting the degree requirements, the student must submit a degree eligibility form to
have their transcript audited by the Graduate Programs office in the Isenberg School of Management.
For more information:
Dedicated Advisor for MBA with a Focus in Marketing: Bobbi Hopkins, Student Support Coordinator
Phone: 413-577-3305
Email: bhopkins@isenberg.umass.edu