MBA marketing student smiles
Yaw Sam
Master of Business Administration (MBA), '22

Master of Business Administration with a specialization in Marketing

The Master of Business Administration with a specialization in Marketing deepens your knowledge of market research, consumer behavior, and the latest best practices of marketing. This specialization includes relevant courses such as business research, strategic management, and marketing strategy.

Admission Requirements & Courses

Program Details

Next Start Date
Fall I Module
Application Deadline
Estimated Program Length
Credit Hours
Course Length
Cost Per Credit

About the Program

The concentration in marketing is an MBA specialization to enhance further students’ critical and analytical skills obtained from their undergraduate programs. It provides rigorous training in various market research tools and techniques and applies them to solve existing and emerging problems. The specialization will help students develop a deep appreciation for and understanding of a wide range of marketing topics in the current environment of rapid advancement of technology and fast change in such areas as healthcare and new product development. We are particularly interested in developing skills that help us understand consumer preferences and introduce technologies that help us do so.

The Marketing Department is willing to work with students who have an undergraduate degree in an area other than business and who recognize that an MBA adds needed skills to any other undergraduate degree. Engineers, scientists, and liberal arts graduates may find that a Marketing specialization helps to round out their skill set.

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The objectives of this course are to review certain elements of financial reporting, to develop financial analysis skills, and gain experience in using accounting information for decision-making. Prerequisite(s): ACCT 6301 or ACCT 2301 AND ACCT 2302
This course applies economic analysis to managerial issues in the business world. Specific topics considered include demand analysis, production and costs, pricing policies, and market structures. Extensive use is made of case studies.
The study of advanced topics and cases incorporate managerial finance. The course builds on the foundation finance course; and covers topics including valuation of securities, valuation of the business and investment decisions, capital structure, cost of capital, mergers, and acquisitions, working capital management, international corporate finance, and risk management. Prerequisite: FINA 6303 or FINA 3380 or equivalent.
Alternative approaches to managing the resources (computers, networks, software, data, & people) that organizations utilize in applying information systems. The roles of the user/manager identifying opportunities, obtaining computer applications, and creatively using information technology to improve operational, tactical, and strategic planning and performance. Topics that will be covered include enterprise systems, managerial support systems, decision support systems, e-commerce applications.
This course is an advanced study of marketing policy and decision-making based upon a consumer orientation, innovation and creative adaptation to change, the cultural implication of marketing activities, and the role of theory in marketing. It investigates how marketing affects overall corporate and business decisions and gives students an opportunity to look at high-level strategic marketing decisions in product planning, promotion pricing, and distribution.
An analysis of formal organizational theory and the interrelationship of individuals in organizations. A study of the organization as a system of authority, status, leadership, direction, culture, ethics, communication, and influence.
The study of the role of the production function in the business system and its relationship to marketing and finance. The focus is on the decision-making necessary for productivity improvement in the transformation process of manufacturing and non-manufacturing service organizations. Strategies of production system design, capacity management, quality management; production planning, inventory planning and control, facility location, and supply chain management are explored. Systems studies include Just-in-Time, Total Quality Management, and Flexible Manufacturing Systems.
This capstone course integrates knowledge in functional areas and covers strategy formulation, implementation, and evaluation. Different types of organizations in all kinds of environments and industries are studied. Technology, culture, and ethics are important environmental variables considered.
Business research techniques and methodologies. Topics include scientific method, business information sources, research proposal development and evaluation, research design, scaling and instrument design, sampling design, statistical packages and applications, research reporting and writing, and ethical considerations in business research.
This course provides discussions about a broad range of topics related to the marketing field, its functions, and institutional structure at the macro level, as well as an analysis of marketing strategies and policies at the micro level such as managing the creation, pricing, promotion, and distribution of goods and services, including special attention to consumers? needs while maintaining firms? profitability. In addition, it includes issues related to the psychological, social, cultural, and environmental factors influencing marketing decisions at the business and consumer level.
This course is an advanced study of marketing policy and decision-making based upon a consumer orientation, innovation and creative adaptation to change, the cultural implication of marketing activities, and the role of theory in marketing. It investigates how marketing affects overall corporate and business decisions and gives students an opportunity to look at high-level strategic marketing decisions in product planning, promotion pricing, and distribution.
This course will focus on examining the determinants and motivations in charitable giving with an emphasis on applying the findings in a professional context for fundraisers and other relevant professionals. The course aims to provide students with a clear understanding of the role of marketing in a non-profit setting, including its impact on fundraising, client services, government relations, and volunteer management.
The consumption process is key to understanding motivation, perception and decision making of consumers around the world. This course examines psychological, cultural, social and contextual influences on the consumption process and equips students with tools useful for increasing customer satisfaction.
This multidisciplinary course in the area of business is designed to 1) introduce the student to ethics examination on the basis of a scientific (in the analysis) and managerial (in the decision-making) approach to individual and organizational problems involving ethics; 2) review key ethical concepts and frameworks for the study of morality normative ethics justice and economic distribution, the nature of the business and the corporations, ethical issues in the workplace and the moral choices facing employees, consumers and the environment; 3) examine key ethical problems in business of our time, such as the current mortgage and financial crisis, fraud in online and offline commerce, and emerging problems in international management and cross-cultural marketing.
Topics of this course encompass the entire research process from formulating research problem(s) and determining research design to analyzing and interpreting data to help managers and researchers gain actionable information that will lead to intelligent decisions. Techniques for determining a problem or research issue are examined along with the proper methodologies and techniques for collecting and analyzing data. Computer statistical analysis techniques and programs are explored. Also stressed is the proper use of data in the decision-making process as well as written and oral communication of research output.
This course focuses on the vital role services play in the economy and its future. It shows how the advanced economies of the world are now dominated by service(s), and virtually all companies, including those traditionally known as manufacturers, view services as critical to retaining their consumers today and in the future and surviving in the marketplace. Students will be exposed to state-of-the-art services management and marketing.
Health care is a dynamic industry and continues to undergo dramatic reform and transformation. Within this fast-changing environment, there are several trends that demand organizations to be effective marketers and to provide value to stakeholders, including patients. This course looks at contemporary trends in health care services including the increasing involvement of consumers in the health care process and the access to e-information, the impact of interactive technology, and the emphasis on the need for transparency within the medical professional, but also the privacy of medical records, as well as increasing competition and the shifting and reshaping of the health care landscape. Collectively and independently, these factors reinforce the relevance of marketing theory, practice, and research in the context of health care services.
This course explains how strategic business communication has changed due to the rise of social media and equips students with relevant knowledge and skills to develop business communication strategies that incorporate social media and cutting-edge consumer-to-consumer social interactions. Since social media is heavily technology-driven, the course will also cover related aspects of electronic and mobile commerce and marketing.
The primary objective of this course is to explore the various tools for generating marketing insights from empirical data. This course focuses on measurement and evaluation of marketing assets, identifying patterns within the consumer/market data, and the use of various techniques (such as regression and experiments) to optimize marketing campaigns. Students will be expected to analyze data and draw insights that can be used for taking marketing decisions.
This course aims at enhancing students' learning of international competitiveness theory and practice in order to expand their view of international business and improve their assessment of foreign opportunities and challenges. Thus, the course is designed to 1) provide broad coverage of topics and issues around the concepts and practices in international competitiveness, and 2) enhance students' understanding and application of competitive tools in business through the stages of learning: Information, knowledge, and critical thinking, and 3) utilize the Resource - Advantage theory to integrate knowledge in the area of international competitiveness.
The main objective of the course is to enhance students' knowledge and application of Hispanic marketing theory and practice in order to expand and complete their view of marketing in general and improve their assessment of business opportunities and challenges in Hispanic markets. The course includes 1) a brief overview of the definition of the Hispanic consumer, Hispanic market, and Hispanic marketing; 2) a structured analysis of Hispanic consumers, Hispanic markets and Hispanic marketing, including the role of culture and language, the process of acculturation, cultural drivers of Hispanic marketing, and issues of Hispanic research; 3) a profile of Hispanic businesses, the evolution of Hispanic marketing and the future of Hispanic marketing
A study of historical and current thought in marketing theory and practice. This course has variable content and the course may be repeated for credit.
An examination of financial and managerial accounting theory and concepts and their application in financial and managerial decision making. Does not count towards the MACC degree.
This course introduces fundamental concepts of financial tools and analysis for making effective managerial decisions. Topics include the role of the financial manager in the organization, decisions affecting the internal management of the firm, financial statement analysis, and operational planning and budgeting.
An introduction to statistical methodology to include probability concepts, inference techniques, analysis of variance, regression analysis, chi-square, and other non-parametric analyses. This course focuses on the use of the computer in performing statistical analysis.

Calendar - Fall I Module

Course Start Date

Application Deadline

Payment Deadline

Registration Deadline

Course End Date

Tuition & Financial Aid

UT Rio Grande Valley's 100% online accelerated graduate programs offer affordable tuition, and financial aid is available for those who qualify.

Total Program Cost

Per Credit Hour

Per 3-Credit-Course

*We estimate that tuition and fees will total no more than the rates shown above; however, rates are subject to change.


For more information on our Graduate Scholarships, please visit our Scholarships page.

Financial Aid

UTRGV is an equal opportunity institution in the administration of its financial aid programs. In keeping with this policy, financial aid is extended to students without regard to race, creed, sex, national origin, veteran status, religion, age or disability. For additional information regarding funding please visit our Financial Aid for Accelerated Online Programs page.

Additional Fees

No Application Fee
Graduation Fee: $50


Please review all the admission requirements for the Master of Business Administration with a specialization in Marketing degree program. For specific questions or more details, contact an enrollment specialist at 1-833-887-4842.

Admissions Criteria

Online Application

Submit your application online.

Official Transcript

Submit transcripts from all colleges/universities


3.0 (on a 4.0 scale)


Required for admission. GMAT/GRE waiver available


What our students say about UTRGV's MBA online program

Hear directly from UTRGV alum, Yaw Sam, who graduated with his Master's in Business Administration. Our MBA, which is AACSB accredited, is available both in the traditional campus-based format as well as in the accelerated online program which allows you to complete your MBA in 12 months!

UTRGV Master of Business Administration Accelerated Online Testimonial

Yaw Sam, Master of Business Administration (MBA)