MBA-Marketing Specialization
Credit Hours
Month Completion
Class Type
Next Start Date
May 15, 2023
Placement Tests
GMAT/GRE not required for admission

Influence customer behavior with an MBA in marketing online

Customers hold a great deal of influence on organizational success. Understanding their behavior and building relationships to acquire and maintain their business are steps that pay short and long-term dividends. Franklin’s online accredited MBA with a Specialization in Marketing provides hands-on experience with digital marketing tools, marketing communication strategies and analytics. While your MBA will help you build your management skills, you’ll also be well equipped with the know-how to effectively lead marketing communication functions.

Program Availability

On Site

1-Year Online MBA

Finish your MBA in Marketing faster.

Leading Industry Strategies

Gain experience with paid advertising, SEO & social media.

IACBE Accredited

Our program follows best-practice standards for business education.

Real-World Experts

Learn best practices from in-field professionals.

No GRE/GMAT Required

Bypass expensive, time consuming tests and get started sooner.

MBA-Marketing Specialization Program Overview

Develop, implement and evaluate a digital marketing plan

The ability to create integrated promotions that span traditional existing and emerging channels creates a seamless experience for your audience and boosts campaign effectiveness for your organization. Hands-on coursework will provide the opportunity for you to develop, implement and evaluate a digital campaign. You’ll determine how digital marketing strategies fit within an organization’s overall marketing strategy. You’ll also learn how major digital tools - paid ads, search engine optimization and social media - are used and measured.

Boost your knowledge of marketing communication fundamentals

Effective communication contributes to the achievement of business goals in many ways - from creating relationships to building brand awareness. You’ll analyze the process of formulating marketing communication goals, objectives, strategies and tactics within the broader marketing plan to emerge with the ability to demonstrate your understanding of each of the tools in the marketing mix.

Prove your competency with a hands-on project

You’ll learn by doing as part of Franklin’s theory-to-practice MBA-Marketing. You’ll exhibit your competencies by creating a marketing communication plan for a non-profit organization. You’ll begin with a strategic analysis of the organization’s existing plan as well as environmental scanning. You’ll use your findings to formulate marketing goals, objectives, strategies and tactics within the context of the organization’s business, mission and goals. 

Learn from in-field experts in instructor-led online sessions

If you’re looking for the flexibility of online learning alongside personalized attention from faculty, you’ll find it at Franklin. Online synchronous meetings provide the opportunity to ask questions, dig into assignments, work through problems, and discuss course topics with the instructor as a class. While the interactive sessions are regularly scheduled in advance, they are optional and are recorded for students to access at a later time if they choose to. In addition to accessible faculty, who are in-field practitioners, some courses include industry experts as guest speakers. 

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Future Start Dates

Start dates for individual programs may vary and are subject to change. Please request free information & speak with an admission advisor for the latest program start dates.

Summer 2023
Recommended Register By:
May 5
Summer 2023
Recommended Register By:
Jun 16
Fall 2023
Recommended Register By:
Aug 4
Fall 2023
Recommended Register By:
Sep 15
Fall 2023
Recommended Register By:
Oct 27

Your MBA degree, your way with Franklin’s FlexFIT Online MBA

Earn your master’s in business without throwing your life, budget and schedule into chaos. Franklin’s FlexFIT MBA degree program was designed specifically to help you avoid the typical roadblocks that stop others from finishing by giving you the flexibility you need to stay on track.
Here’s how FlexFIT empowers you to complete your master’s in business in the way that fits your:

Finances: Schedule as many or as few classes to accommodate your budget.

Interests: Pick your path. Choose from a general track for a broad-based business perspective or follow your interests with a focused specialization.

Time: Start, study and finish at your pace because with FlexFIT, you decide how much time to devote to your coursework.

Your Best Value MBA

Choose Franklin's accredited MBA and get a high-quality degree that fits your life and your budget.  

Fastest Finish


Realize your career goals sooner and reap the benefits.

Take 2 classes at a time and finish in 12 months.


Take One Class at a Time

Balance your education with your life and finish in 14 months.

Partner? Pay Less.

Search below to see if you could save tuition through an employer or professional organization partnership.

Total Tuition
(After Partner Discount)

Highly Recommended


97% of graduating students would recommend Franklin to their family, friends and/or colleagues.

Source: Franklin University, Office of Career Development Student Satisfaction Survey (Fall 2021)


MBA-Marketing Specialization Courses & Curriculum

36 Semester Hours
Major Area Required
MGMT 707 - MBA Foundations (4)

More than ever before, the ability to understand and be understood is critical for success in the corporate world. Communication is no longer limited by the narrow definitions of the past. Achieving a business leadership position today means not only being adept at both oral and written communication, but also understanding communication from a strategic point of view and knowing how to effectively organize and present information to audiences of all sizes. In this course, you will develop and refine these capabilities. What you gain from this course will be of value throughout your MBA program, as well as in the workplace.

ECON 723 - Managerial Economics (4)

This course surveys the fundamental concepts and methods of economic analysis for managers. Real-world decision making is emphasized. Application of key economic concepts such as market demand, market supply, market equilibrium, marginal analysis, production, costs, revenue, profit, and market structure constitute the core material of the course.

MKTG 721 - Marketing Management (4)

In today's business world, success can often be attributed more to the genius of a company's marketing efforts than to the genius of its products or services. A clear understanding of the importance of marketing, as well as a grasp of effective marketing practices, is essential for anyone who wishes to achieve a position of leadership. You will gain a working knowledge of both marketing theory and the practical application of innovative marketing strategies. You will come to understand how product, price, place, and promotion contribute to the marketing mix as you explore research-based insights into consumer behavior. As your final course assignment, you will prepare and present a marketing plan of your own.

ACCT 729 - Financial & Managerial Accounting (4)

Effective leadership in today's complex and highly regulated business environment demands more than a working knowledge of basic accounting practices. Managers must fully grasp sophisticated financial and managerial accounting concepts and be able to apply them with ease in handling day-to-day responsibilities. Managers must also be well versed in the intricacies of corporate governance and asset protection. In this course, students will develop a clear understanding of these critical functions and issues. Students will study the foundational aspects of financial accounting, including professional structure, the interrelationships of financial statements, and multiple forms of financial analysis. Additionally, the functional aspects of managerial accounting will be covered, including planning, decision making, and performance evaluation.

HRM 713 - Human Resource Management (4)

Organizations are composed of groups of people who work together to achieve defined outcomes. Experience has proven time and again that the key factor which differentiates successful companies from those who struggle to survive is people who make up the employee base. While the human resources function is given the specific task of planning for and resolving many employee-related issues and needs, individual managers have direct responsibility and accountability for motivating and leading employees to achieve sustained organizational success. The purpose of this course is to provide students with the knowledge and skills needed to work effectively with human resources to enhance the contributions of all employees to organizational effectiveness. Students will learn about the elements which drive business success, theories of motivation, and methods for creating a plan for maximizing the human capital of an organization.

MGMT 741 - Strategic Management (4)

One of the keys to success for today's organizations is their ability to develop, implement, and accurately evaluate effective business strategies. In this course, you will integrate the knowledge you have gained from your prior MBA courses to develop and sharpen your skills for formulating, deploying, and assessing an organization's strategy for achieving competitive advantage in the marketplace. This course will enable you to merge your knowledge of all of these individual disciplines into a comprehensive and meaningful whole.

MBA or MBA with Specialization


MGMT 711 - Business Environment (4)

This course systematically explores the external environment in which businesses operate - legal and regulatory, macroeconomic, cultural, political, technological, and natural. Additionally, the course will examine the critical opportunities and threats that arise from an analysis of external business conditions. Students will apply scenario planning to a selected industry and synthesize trends in the external environment in the presence of risk and uncertainty.

OSCM 731 - Operations Management (4)

In today's business environment, the success of organizations depends on the effective and efficient management of operations. Methods to select, plan, and improve organizational processes will be examined. The application of optimal capacity decisions in supply chains, development production, and inventory plans and schedules will be performed. The student will learn quality management and improvement process to increase the efficiency of a process.

FINA 737 - Corporate Finance (4)

Financial decisions made at the higher levels of a business organization can have far-reaching effects. Intended to achieve firm operating goals and create shareholder value, they must be made judiciously, with a thorough understanding of all the factors involved. In this course, you will learn to apply the analytical techniques required for developing effective and workable financial solutions at the executive level. You will gain an overall understanding of the workings of the U.S. financial system. In addition, you will study the concepts of financial risk, return, and the valuation of bonds, common and preferred stock, cost of capital, capital budgeting, capital structure, and the evaluation of investment opportunities.


Organizational Leadership Specialization:

MGMT 780 - Organizational Leadership Theories (4)

This course provides and overview of the historical and current leadership concepts, theories and constructs. Application and assessment of the individual leadership style will enable the student to develop their leadership voice. This course will provide a construct that will enable the student to identify transferrable skills that align with the organization that they are serving in. This course will also challenge students to assess their own leadership strengths and weaknesses and produce an in-depth plan of action to develop and refine leadership competencies. Students will conduct substantive scholarly research to address and capture relevant and cutting-edge leadership theoretical work for application in course assignments.

MGMT 785 - Change Management for Organizational Leaders (4)

This course focuses on research and evaluation of the key theoretical concepts and practices central to the leading of organizational change initiatives. Students will evaluate real-world situations in a manner that supports the ability to initiate, implement and sustain major change. The management of change is a dynamic process. This course focuses on understanding how to plan and implement change in various organizations and other settings.

PSYC 603 - Managerial Psychology (4)

This course will explore the psychological influences on the development and behavior of managers and organizational leaders. Topics include: follower influences, nature vs. nurture in the development of leaders, relationship of personality to leadership style, behavioral decision- making biases, tactical, operational, and strategic decision-making , group think, and scenario planning.


Finance Specialization:

FINA 737 - Corporate Finance (4)

Financial decisions made at the higher levels of a business organization can have far-reaching effects. Intended to achieve firm operating goals and create shareholder value, they must be made judiciously, with a thorough understanding of all the factors involved. In this course, you will learn to apply the analytical techniques required for developing effective and workable financial solutions at the executive level. You will gain an overall understanding of the workings of the U.S. financial system. In addition, you will study the concepts of financial risk, return, and the valuation of bonds, common and preferred stock, cost of capital, capital budgeting, capital structure, and the evaluation of investment opportunities.

FINA 750 - Advanced Investment (4)

This course provides students with advanced knowledge of the capital markets, financial institutions, financial products, and analytical tools and skills needed for investments portfolio management. The objective is to provide students with a solid foundation of advanced concepts, tools, and techniques for making informed decisions in the highly dynamic investment environment. Students will utilize computer software, simulations, and internet tools to understand the viewpoint of professional investors more fully. The course will adopt an application-oriented approach so that students will be able to explain their financial decision under conditions of uncertainty. The course will provide students with a framework that will be useful in business settings where such analyses are routinely made.

FINA 773 - Global Finance (4)

No longer are only mammoth corporations concerned with the complexities and nuances of multinational financial operations. Today the leaders of companies of even moderate size often must have at least a fundamental knowledge of the global financial environment. In this course, you will be introduced to the workings of international finance as it relates to business operations. You will gain an understanding of such international macroeconomic topics as the balance of payments and models of exchange rate determination, while at the same time focusing on institutional issues such as the choice of exchange rate regime and growth of offshore currency markets. You will examine business and investor decisions involving exchange rate risk management, cross-border investment strategies, and participation in international money and capital markets.


Business Analytics Specialization:

MATH 601 - Introduction to Analytics (4)

This course provides an introductory overview of methods, concepts and current practices in the growing field of Data Analytics. Topics to be covered include data collection, analysis and visualization as well as statistical inference methods for informed decision-making. Students will explore these topics with current statistical software. Some emphasis will also be given to ethical principles of data analytics.

DATA 605 - Data Visualization & Reporting (4)

This course focuses on collecting, preparing, and analyzing data to create visualizations, dashboards, and stories that can be used to communicate critical business insights. Students will learn how to structure and streamline data analysis projects and highlight their implications efficiently using the most popular visualization tools used by businesses today.

COMP 630 - Issues in Database Management (4)

This course focuses on the fundamental design considerations in designing a database. Specific topics include performance analysis of design alternatives, system configuration and the administration of a popular database system. The course also offers an in-depth analysis of the algorithms and machine organizations of database systems. Note, this course has proctored exam(s). This exams requires additional technology, if student uses online proctoring.


Operational Excellence Specialization:

GRAD 770 - Lean Six Sigma (4)

The purpose of this course is to train individuals in Lean Six Sigma skills and strategies to improve processes and provide safe, effective care environments. The learner will demonstrate the practical application of tools utilized with Lean Six Sigma methodologies. Students will have the opportunity to apply the knowledge learned during this course concurrently with a case study designed specifically to use Six Sigma methodologies. Students will develop a Lean Six Sigma project plan that can serve as the foundation for completing a major project for Lean Six Sigma certification following the completion of the course. Interested students would need to apply for Lean Six Sigma certification and complete the major project with Franklin University's Center for Professional Training & Development.

OSCM 731 - Operations Management (4)

In today's business environment, the success of organizations depends on the effective and efficient management of operations. Methods to select, plan, and improve organizational processes will be examined. The application of optimal capacity decisions in supply chains, development production, and inventory plans and schedules will be performed. The student will learn quality management and improvement process to increase the efficiency of a process.

OSCM 780 - Introduction to Operations Excellence (4)

Operational excellence can provide an important competitive advantage for firms in today?s marketplace. This course presents the concepts in quality. It builds upon the responses of six sigma and lean principles. This course also blends qualitative and quantitative information so that organizations can capitalize on opportunities and data driven management.


Business Psychology Specialization:

PSYC 601 - Introduction to Business Psychology (4)

A brief history and overview of the fields of business and psychology as well as a discussion of the issues and opportunities related to their integration. Topics include brain organization and dominance, neuroethics, neurolinguistic programming, multiminds, mindmapping and the application of positive psychology to work settings. Includes the application of recent discoveries in cognitive psychology and neuroscience to resolve contemporary issues in the workplace.

PSYC 602 - Individual & Organizational Intelligence (4)

This course focuses on the application of systems theory, social psychology concepts, organizational lifecycles, and biological principles to the understanding of business operations. Includes a review of basic business principles, multiple intelligences, organizational intelligence, organizational culture, emotional intelligence, biomimicry and organizational DNA.

PSYC 607 - Psychology of Creativity, Innovation And Change (4)

This course provides a study of the relationship between creativity, innovation and change from a psychological perspective. Areas of interest include: social-technical change waves, change facilitation, unintended consequences, Appreciative Inquiry, creativity enhancement, and diffusion of innovation.


Marketing Specialization:

MCM 711 - Digital Marketing Strategies (4)

The integration of existing and emerging technology with marketing and communication strategies has become a major marketing and societal force. Topics explored in this course will range from social media strategies to the metrics used to analyze the impact of integrated digital marketing campaigns.

MCM 713 - Marketing Communication Essentials (4)

The ability to develop communication strategies has never been more important for business leaders than in today's complex digital marketing environment. In this course, you will develop a broad knowledge of the fundamentals of effective marketing communication planning and implmentation.

MCM 733 - Marketing Communication Planning (4)

In this course, students will demonstrate their marketing competencies by developing marketing strategies and tactics for a live client, including market analysis, target marketing, branding, and message development.


Human Resources Specialization:

HRM 702 - Employee Rights, Responsibilities, Discp (4)

The primary purpose of this course is to introduce the principle theories and practices in the area of employment and workplace law. Topics include the federal and state laws associated with hiring, firing and discipline, medical leave (including FMLA, ADA and worker's compensation), discrimination, harassment, immigration, labor law, unemployment compensation, workplace privacy. Additional topics may include workplace investigations, workplace violence and employment-related legal processes, including EEOC Charges and lawsuits.

HRM 706 - Organizational Development/Intervention (4)

This course addresses the need for planned change focused on an organization's ability to compete strategically. The framework of consultation as helping organizations reach a level of optimum performance will be applied. Topics addressed include individual, team, and organization-wide interventions that can raise productivity/quality, improve competitiveness, increase skills, morale, and commitment.

HRM 708 - Strategic Human Resource Planning (4)

The course will introduce students to the field of strategic human resource management (SHRM). Current topics in SHRM that have resulted from environmental and organizational challenges, e.g., technology, globalization, legislation, restructuring, work/life balance, changing labor markets, are discussed Emphasis will be placed on problem solving issues, policies, and practices affecting HR specialists, practitioners, and managers.


NOTE:  The MBA with a specialization in Business Analytics contains a program requirement, MATH 601, which has a prerequisite of MATH 215 Statistical Concepts, or equivalent.


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MBA-Marketing Specialization Program Details

MBA-Marketing Specialization Career Opportunities

Advertising Director

Advertising directors work in-house or in agencies to oversee advertising operations including strategic planning, implementation and budgeting.

Digital Marketing Director

Digital marketing directors increase brand awareness and website traffic by creating, implementing and managing digital marketing campaigns that include paid advertising, SEO and social media.

Corporate Communications Director

Corporate communications directors oversee internal and external communications by developing comprehensive communication plans that are aligned with organizational growth strategies.

MBA-Marketing Employment Outlook


From 2021-2031 jobs related to Marketing are expected to increase by 14%

All Occupations

2,251,609 jobs
2,571,846 jobs
Show Details >

Advertising and Promotions Managers

40,846 jobs
46,328 jobs

Marketing Managers

392,491 jobs
435,011 jobs

Sales Managers

555,524 jobs
613,422 jobs

Market Research Analysts and Marketing Specialists

931,353 jobs
1,123,605 jobs

Survey Researchers

19,682 jobs
21,398 jobs

Public Relations Specialists

312,341 jobs
345,938 jobs

Source information provided by Lightcast.

MBA-Marketing Knowledge & Skillsets

Gain in-demand skills sought by employers with curriculum that teaches you:

MBA with a Marketing Specialization or M.S. in Marketing + Communication?

Find the Masters Program That Fits Your Goals

If you’re interested advancing your business career, Franklin has several great options. The best fit for you depends on your interests and goals. Compare programs and identify your perfect match.

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MBA Marketing Specialization
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M.S. in Marketing + Communication

Grow your expertise in the foundational areas of business while increasing your familiarity with digital marketing tools, marketing communication strategies and analytics. 
Build management and leadership skills alongside marketing communication capabilities in existing and emerging channels.
Use your MBA-Marketing to lead strategic marketing communication functions in any industry.
How many courses are in the program?
 Nine 6-week courses

How quickly can I complete the program?
 12 months

Leverage customer insights to create products, packaging and promotional strategies that drive market share, volume and ROI.  
Gain in-demand skills in marketing strategy, brand management and market research and analytics.
Put your M.S. in Marketing + Communications to work on in-house or agency teams developing and implementing marketing strategies.
How many courses are in the program?
Nine 6-week courses

How quickly can I complete the program?
14 months 

Learn More >

MBA-Marketing Specialization Frequently Asked Questions

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