Master of Business Administration with a concentration in Marketing online
Learn to use data analysis, research, and strategic decision-making in a way that influences decisions and operations in both the private and public sector.
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Program Overview
Explore WP’s MBA – Marketing online program.
$17,872.50
Total Tuition
As few as 12 months
Duration
30*
Credit Hours
The Master of Business Administration with a concentration in Marketing online program takes a unique approach by overlapping a broad business foundation with closely related fields such as social media, grassroots marketing, public relations, professional sales, data analytics, and global marketing.
Choose from courses with an in-depth focus on research and analytics, entrepreneurship and innovation, global consumerism, and more. The rigorous core curriculum is designed to enrich your understanding and use of financial operations, global economics, business analytics, innovation and corporate sustainability, and persuasion and negotiation strategies.
You can structure the unique capstone course to apply to your professional interests—for example, investigating a specific issue in your own workplace, conducting an independent research project, or writing a proposal for a startup. You also will develop a personal strategic plan that includes goal setting, a SWOT analysis, and a personal branding strategy.
As a graduate of this program, you will be able to:
- Design, interpret, and report market research with an eye toward managerial decision-making
- Use big data as it relates to product analytics, pricing management, customer analytics, and web analytics
- Identify and select opportunities, assess demand, formulate competitive strategies, and design/evaluate marketing plans
- Understand innovation and new product development in a global economy
- Use digital trends and disruptive technologies and their impacts on customer preferences and the competitive environment
- Understand how digital technologies can be used to create value in B2B, B2C, and C2C markets
- Apply practices in the marketing of products and services by a global organization, with emphasis on international culture, the marketing mix, and marketing strategy
- Factor in consumer behavior trends and the influence of psychological, social, and cultural influences on the buyer decision-making process
- Design, interpret, and report market research with an eye toward managerial decision-making
- Use big data as it relates to product analytics, pricing management, customer analytics, and web analytics
- Identify and select opportunities, assess demand, formulate competitive strategies, and design/evaluate marketing plans
- Understand innovation and new product development in a global economy
- Use digital trends and disruptive technologies and their impacts on customer preferences and the competitive environment
- Understand how digital technologies can be used to create value in B2B, B2C, and C2C markets
- Apply practices in the marketing of products and services by a global organization, with emphasis on international culture, the marketing mix, and marketing strategy
- Factor in consumer behavior trends and the influence of psychological, social, and cultural influences on the buyer decision-making process
Career opportunities:
- Marketing Manager
- Market Research Director
- Sales Manager
- Marketing Communications Director
- Public Relations Specialist
- Marketing Manager
- Market Research Director
- Sales Manager
- Marketing Communications Director
- Public Relations Specialist
Also available:
William Paterson University offers a variety of specialized MBA concentrations. Check out all of our online MBA programs.
$17,872.50
Total Tuition
As few as 12 months
Duration
30*
Credit Hours
William Paterson University’s Cotsakos College of Business is accredited by The Association to Advance Collegiate Schools of Business (AACSB International).
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Tuition
Discover how our pay-by-the-course tuition is cost-effective.
MBA online programs from William Paterson University offer affordable, pay-by-the-course tuition. All fees are included in the total tuition.
| Program | Per Credit Hour | Per Course | Per Program |
|---|---|---|---|
| MBA – Marketing | $595.75 | $1,787.25 | $17,872.50 |
Tuition breakdown:
$17,872.50
Total Tuition
$595.75
Per Credit Hour
Calendar
Don’t miss important start dates and payment deadlines.
William Paterson University online programs are delivered in an accelerated format ideal for working professionals, conveniently featuring multiple start dates each year.
| Term | Start Date | App Deadline | Document Deadline | Registration Deadline | Tuition Deadline | Class End Date | Term Length |
|---|---|---|---|---|---|---|---|
| Spring II | 3/24/25 | 3/2/25 | 3/5/25 | 3/14/25 | 3/19/25 | 5/11/25 | 7 weeks |
| Summer I | 5/19/25 | 4/27/25 | 4/30/25 | 5/9/25 | 5/14/25 | 7/6/25 | 7 weeks |
| Summer II | 7/14/25 | 6/22/25 | 6/24/25 | 7/3/25 | 7/9/25 | 8/31/25 | 7 weeks |
| Fall I | 9/8/25 | 8/17/25 | 8/20/25 | 8/29/25 | 9/3/25 | 10/26/25 | 7 weeks |
| Fall II | 11/3/25 | 10/12/25 | 10/15/25 | 10/24/25 | 10/29/25 | 12/21/25 | 7 weeks |
Now enrolling:
4/27/25
Apply Date
5/19/25
Class Starts
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Ready to take the rewarding path toward earning your degree online?
Admissions
Check the qualifications for the online MBA degree at WP.
At William Paterson University, we've streamlined the admission process to help you get started quickly and easily. Please read the requirements for the MBA with a concentration in Marketing online, including what additional materials you need and where you should send them.
The requirements include:
- Undergraduate degree from an accredited institution
- Transcripts from all colleges and universities previously attended
- GPA of 2.75 or higher
- Resume detailing professional experience
You must meet the following requirements for admission to this MBA online program:
- Submit online application and $50 application fee
- Bachelor's degree from an accredited university
- Professional resume detailing educational and work experience
- Cumulative undergraduate GPA of 3.0 or higher OR
- Cumulative undergraduate GPA of 2.75+ with 2 years of work experience in a professional supervisory capacity OR
- Cumulative undergraduate GPA of 2.75+ and a minimum score of 500 on the Graduate Management Admission Test (GMAT) or a minimum score of a 152 verbal and a 152 quantitative on the Graduate Record Examinations (GRE)
- Official transcripts from all colleges and universities attended
Official transcripts, test scores, and other documents should be sent from the granting institutions to:
Email address: [email protected]
Mail address:
Office of Graduate Admissions and Enrollment ServicesWilliam Paterson University
Morrison Hall 102
300 Pompton Road
Wayne, NJ 07470
Courses
Preview the curriculum in WP’s MBA – Marketing online program.
For the MBA with a concentration in Marketing online, you must complete 15 credit hours of core courses (including a capstone course) and 15 credit hours of concentration courses. Students without a “B” or better in pre-requisite undergraduate business foundation courses may be required to take additional leveling courses.
Students who have completed the required foundational business courses with a grade of “B” or better may have the Foundation Courses listed here waived. Students without a “B” or better in pre-requisite undergraduate business foundation courses may be required to complete up to nine additional credits. Students can start the MBA core while taking these courses.
ACCT 6065: Financial Accounting for Decision-Makers
Duration: 7 Weeks weeks
Credit Hours: 1.5
This course provides students with an introduction to basic accounting fundamentals and skills necessary to analyze financial information of firms from a decision-maker perspective. Financial information is presented in the form of financial statements, principally, the income statement, balance sheet, statement of retained earnings, and cash flow statement. We will discuss how accountants organize the results of business transactions and report them to external users who will then use the reports to make decisions.
ECON 6095: Economic Analysis for Decision-Makers
Duration: 7 Weeks weeks
Credit Hours: 1.5
This course will help students to develop a comprehensive analysis of the micro and macroeconomic forces that shape and modify our economy. Supply and Demand, Revenue and Cost, wages, employment, regulations and taxation are discussed as they affect production, consumption, investment, trade, prices, quantities, profits, inequality, and the economy as a whole.
FIN 6075: Finance for Decision-Makers
Duration: 7 Weeks weeks
Credit Hours: 1.5
A study of the basic principles and practices of financial management of private (as opposed to government owned or affiliated) business operations. The principles and models discussed in the course can be equally applied to publicly listed companies as well as privately owned ones. This course includes an operational framework for financial analysis, financial planning including capital budgeting, along with valuation analysis and cost of capital. The basic framework of analysis used is that of risk and return, emphasizing that the objective of the firm is to maximize shareholder return, subject to satisfying societal and other stakeholder concerns.
MBA 6055: Statistics for Decision-Making
Duration: 7 Weeks weeks
Credit Hours: 1.5
The main objective of this course is to introduce the basic statistical concepts and tools in order to form the foundation through which students can analyze data used for decision-making. The course is application-oriented and focuses on topics that are useful in business and industry such as descriptive statistics, probability, conceptual modeling, and problem formulation and decision analysis. The course prepares students to develop an understanding of how to deal with new trends in the industry such as big data and data mining.
MGT 6045: Foundations of Management
Duration: 7 Weeks weeks
Credit Hours: 1.5
This course takes a broad-based look at management and organizations in order to provide students with the building blocks needed for more advanced classes in the program. It exposes students to the history of management thought and to some of the most influential organizational theories. It uses insights from multiple disciplines such as economics, sociology, anthropology, psychology, and political economy and offers frameworks for analyzing modern organizations and current managerial practices. The course concludes with a discussion of contemporary issues in management.
MKT 6085: Marketing for Decision-Making
Duration: 7 Weeks weeks
Credit Hours: 1.5
Marketing is viewed as a system designed to create, capture, distribute, and communicate value to consumers and businesses. The course emphasizes the managerial approach to developing marketing strategy through analyses of business conditions, customers, and competitors. Emphasis is given to understanding buyer motivations, behaviors, and contexts as the basis for marketing decisions.
FIN 6550: Financial and Economic Global Strategy
Duration: 7 Weeks weeks
Credit Hours: 3
This course deals with the environment in which international business is conducted, including economic and financial relations, environmental and strategic factors that affect business operations within different nations. Topics include international trade, the balance of payment, exchange rate determination, hedging of foreign exchange exposure, tariffs and other trade restrictions, economic development, economic integration, and international economic organizations within different nations. Also reviewed are the economic, political and cultural conditions that influence international business.
MBA 6700: Integrated Learning Capstone Experience
Duration: 7 Weeks weeks
Credit Hours: 3
Students may choose to investigate an issue at their place of work, undertake research that will lead them to new fields, or create proposals for business models or start-ups. The capstone experience will provide students with direct exposure into various industries and also serve as a basis for planning and advancement. Finally, the course will also help MBA candidates establish their professional identities through reflective assignments and self-assessments as guided by their instructor. The course is taken in the MBA student’s last semester, or after completing the majority of courses.
MGT 6050: Business Analytics for Strategic Decision Making
Duration: 7 Weeks weeks
Credit Hours: 3
This course explores business analytics concepts and applications aimed at improving business performance. The course focuses on the three facets of analytics: Descriptive Analytics, Predictive Analytics, and Prescriptive Analytics. An integral part of business analytics is the use of IT tools to support the collection and analysis of data, and converting it into actionable knowledge in the context of organization decision-making and problem-solving. As such the students will learn problem analysis and formulation, data modeling, and the application of various spreadsheet tools.
MGT 6570: Innovation, Strategy and Corporate Sustainability
Duration: 7 Weeks weeks
Credit Hours: 3
The course studies strategic management from the perspective of environmental sustainability, with an emphasis on the impact of innovation on corporate social responsibility. Sustainable Strategic Management refers to strategic management policies and processes that seek competitive advantages consistent with a core value of environmental sustainability. Firms that pursue sustainable strategic management base the formulation, implementation, and evaluation of their strategies on an analysis of the ecological issues they face, the values they hold that support sustainability, and the ecological interests of their stakeholders.
RPS 6100: Influence, Persuasion and Negotiation Strategy
Duration: 7 Weeks weeks
Credit Hours: 3
Managers need resources to succeed, and successful managers tend to negotiate well to give themselves the best chance to succeed. They negotiate with customers and suppliers for better prices, and they negotiate with internal functions to get better support and key resources to deliver value to both internal and external stakeholders. As managers move up the corporate ladder, they negotiate with their team members for better commitment and they negotiate with their superiors for domain independence. This course will focus on managers’ need to influence others, manage conflict, and negotiate agreements in a wide range of business scenarios both within and outside the organization. Students will be introduced to basic theories of negotiation, practices and frameworks of negotiation. Students will be provided with opportunities to reshape their understanding of negotiation, discover their own negotiation styles, and apply negotiation principles to critical issues. The course takes a view that negotiation is also a life skill that comes in handy in career growth and addresses the managers need to understand that influencing often occurs without formal power or authority. The course uses a combination of lectures, discussions, role-play exercises, cases, and exams.
Students can choose between ENT 7300 or ENT 7600.
MKT 7850: Business to Business Marketing
Duration: 7 Weeks weeks
Credit Hours: 3
This course emphasizes the marketing that is addressed to firms in the industrial market: profit, nonprofit, and government organizations, as distinct from the public consumer. Included is a comprehensive overview of the marketing of industrial products with particular emphasis on industrial purchasing behavior, strategic planning, evaluations, and control. Specific relevant cases are employed for emphasis.
By the end of this course, students will be able to:
- Understand the unique characteristics of business-to-business marketing (as compared to consumer marketing)
- Utilize their understanding of the organizational buying process to describe the various roles played by different members of the buying center
- Prepare a comprehensive business-to-business marketing strategy consistent with the goals, objectives, and resources of the organization
MKT 7880: Global Marketing
Duration: 7 Weeks weeks
Credit Hours: 3
The emergence of global organizations (companies that view the entire world as their market as opposed to individual countries) is an important recent development in marketing. This course provides a comprehensive overview of the marketing of products and services by a global organization, with emphasis on international culture, the marketing mix, and marketing strategy. Projects deal with the problems of and opportunities for specific products in specific countries and the world.
By the end of this course, students will be able to:
- Compare and contrast the similarities and differences in the marketing of a single product/service/idea between two countries
- Explain the dimensions of standardization/localization and the motives behind it
- Integrate various theories presented in the course into a logical plan for the marketing of a product in another country
- Offer rationale for the decisions made in a situation on the management of international marketing operations
MKT 7900: Consumer Behavior
Duration: 7 Weeks weeks
Credit Hours: 3
The purpose of this course is to provide a foundation for issues related to consumer satisfaction. The major focus of the course is on consumers’ psychological processes. In addition, social, cultural, and sub-cultural influences on behavior are considered. Topics include the processing of marketing information, product knowledge, attitudes, and persuasion; individual, family, and organizational decision-making; group influences; and social marketing issues. Ethical and global dimensions of consumer behavior issues related to consumer satisfaction are embedded within the course content. An emphasis is placed on the student: (1) developing a coherent theory-based view of the consumer’s abilities and shortcomings, and (2) being able to apply this knowledge to alternative marketing scenarios.
By the end of this course, students will be able to:
- Perform a consumer behavior audit for a given product, assessing the nature of the purchase decision process, the deeper meaning that the product has (if any), brand loyalty status, and other relevant considerations that lead to a comprehensive description of how consumers relate to the product/brand
- Apply knowledge of consumer behavior processes to the marketing activities of market segmentation, developing marketing communication strategies, and price-setting
- Integrate the various perspectives and theories that are presented in the course into a personal view of what consumers can and cannot do
ENT 7300: Marketing for Entrepreneurs
Duration: 7 Weeks weeks
Credit Hours: 3
This course addresses market-oriented problems for entrepreneurs, including identification and selection of marketing opportunities and demand for forecasting; formulation of competitive strategies; and designing and/or evaluating marketing plans and programs. Includes marketing in special fields such as services and not-for-profit areas. Various marketing decisions are examined with regard to product planning, channels of distribution, promotion activity, pricing, and aspects of international marketing. Integration of the Internet with marketing techniques is also discussed and examined.
By the end of this course, students will be able to:
- Identify value innovation, value creation, and value appropriation opportunities to guide entrepreneurial marketing strategy
- Apply entrepreneurial thinking to market segmentation, targeting, and positioning planning decisions
- Develop a marketing mix strategy for an entrepreneurial business venture
ENT 7600: Innovation and New Product Development
Duration: 7 Weeks weeks
Credit Hours: 3
This is an overview course that provides both the context of rapid change and means by which we can help guide innovation and entrepreneurship within organizations. By understanding the historical lessons of change, we can minimize potential innovation failures and gear up for disruptive or incremental change. Both entrepreneurs and established firms must respond to multiple changes in their environments to survive. But even more so, these changes that extend from globalization to technology to demographics and beyond provide opportunities for new streams of revenue and competitive advantage. This course will explore a wide range of topics, approaches, and techniques that promote innovation and entrepreneurial behavior in different organizations of all sizes. It will explore how breakthroughs in technologies and markets create opportunities and threats, and how organizations that can master innovation have an advantage over those who lag behind. We will also consider internal structures, processes, core competencies, and cultures of innovation, entrepreneurship, and creativity in different size firms.
By the end of this course, students will be able to:
- Evaluate organizational innovation practices using insights from management theories
- Analyze the role of AI in innovation management
- Conduct research on managing new product development processes using AI tools
MKT 7940: Digital Marketing
Duration: 7 Weeks weeks
Credit Hours: 3
The main objective of the course is to help participants understand and evaluate ecommerce business models and digital marketing methods from a variety of perspectives such as business analysts, consumers, entrepreneurs and investors. The specific objectives for student learning under the broad goals are to understand digital trends and disruptive technologies and understand their impacts on customer preferences and the competitive environment; to comprehend digital business strategy and the lead roles of marketing in implementing digital business initiatives. In this course there will be a specific focus on value creation in B2B, B2C, C2C markets; to understand how digital technologies can be used to create customer value, within the bounds of the ethical and legal environment; to apply key frameworks and methods to solve digital business problems; to utilize a participant centered learning approach to critically analyze technology issues and develop innovative solutions.
By the end of this course, students will be able to:
- Identify major digital trends and technologies with a view to developing new ways to create customer value
- Formulate actionable objectives for digital initiatives and identify appropriate metrics and analytical techniques to monitor and evaluate digital efforts to gauge their success
- Develop a personal code of ethics about AI use and digital marketing practices and assess the role and importance of online trust, privacy, and security in digital marketing efforts
MKT 7960: Marketing Strategy
Duration: 7 Weeks weeks
Credit Hours: 3
Marketing strategy is a top management responsibility that encompasses financial, strategic management, and marketing research and analytics perspectives. The course will provide students the opportunity to develop and refine their analytical skills to make informed marketing decisions. The course will help develop critical reasoning and improve decision-making skills through the case study process. The marketing concept will be utilized to help understand how marketing strategy is developed, implemented, and monitored. Special emphasis will be given to understanding the role and importance of ethics and corporate social responsibility for marketing practice. The course will also examine the role of innovation and its link to profitability and sustainability in today’s intensely competitive business environment.
By the end of this course, students will be able to:
- Analyze the effects of changes in technology, globalization, consumers, and competitors on marketing strategy
- Utilize the strategic planning process to formulate STP strategy
- Develop recommendations for marketing mix decisions to grow brands and businesses
*Students without pre-requisite foundation courses may require additional credits.
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