Introduction

This concentration prepares Lamar University MBA students for careers in which they will establish customer relationships, build loyalty and increase profits through effective service delivery. This will include the unique challenges involved in marketing and managing services. Students will consider the sources of competitive advantage in service businesses such as managing supply and demand, relationship management, customer satisfaction and loyalty, and the overlap in marketing/operations/human resource systems. (Available to all MBA students)

Sample Degree Plan

1st Fall Semester (9 hours)
ECON 5380 Environment of Business and Ethics (3)
FINC 5310 Financial Management (3)
MKTG 5340 International Marketing (3)

Spring Semester (9 hours)
BUAL 5380 Managerial Decision Making (3)
ECON 5370 Managerial Economics (3)
MGMT 5350 Strategic Cases in Services Marketing and Management (3)

Summer I (6 hours)
ACCT 5370 Managerial Accounting (3)
MKTG 5350 E-Marketing (3)

Summer II (3 hours)
MGMT 5360 Human Resource Management (3)

2nd Fall Semester (9 hours)
MGMT 5340 International Business (3)
MGMT 5380 Strategic Management (3)
MKTG 5310 Marketing Management (3)

Course Descriptions

MKTG 5340 International Marketing (3)
Analysis and planning of marketing mix on an international scale. The course focuses on the aspects of international marketing such as the international market, the identification of global opportunities and threats, the formulation of international marketing strategy, and the organization and control of global markets.

MKTG 5350 E-Marketing (3)
This course is a comprehensive review of marketing strategies that are enabled and enhanced by rapidly-evolving electronic and interactive media and communication methods. Analysis of current events and business cases involving online marketers is an integral part of the course.

MGMT 5360 Human Resource Management (3)
Review of basic elements of employed performance, with analysis of the factors involved in employment, placement, and personnel planning. This course blends theory and practice so the student may better understand the policies and procedures required for recruitment selection and personnel planning.

MGMT 5350 Strategic Cases in Services Marketing and Management (3)
The course focuses on the unique challenges of managing services and delivering quality service to customers. The attraction, retention, and building of strong customer relationships through quality service (and services) are at the heart of the course content. The course is equally applicable to organizations whose core product is service (e.g., banks, transportation companies, hotels, hospitals, educational institutions, professional services, telecommunication, etc.) and to organizations that depend on service excellence for competitive advantage (e.g., high technology manufacturers, automotive, industrial products, etc.). Classroom sessions may consist of a mixture of short lectures, student discussions of material and assignments, case discussions, media presentations, active learning exercises, and guest speakers.

Downloadable Degree Plan

MBA - Marketing and Management (Microsoft Excel Format)