The Foundations of the MS Marketing Program: Build & Execution

In marketing, the execution of well-crafted strategies is paramount. The Lindner College of Business’ Master of Science in Marketing online program at the University of Cincinnati offers a specialized focus on Execution, emphasizing the creation and deployment of creative digital content across relevant channels. In this article, we’ll explore one of the four core concepts in the program, Execution.

Build & Execution in Marketing

Execution in marketing involves not only developing creative content but also deploying it strategically on channels where your target audience is most active. The University of Cincinnati’s program delves into this critical aspect, teaching students to build engaging digital content and execute impactful programs where audiences surf, shop, and play.

The Execution focus within the University of Cincinnati Online’s Master of Science in Marketing program serves as a gateway, introducing students to a rich tapestry of key industry concepts that are pivotal in navigating the dynamic landscape of digital marketing. This specialized concentration goes beyond the conventional, providing students with an in-depth understanding of the intricacies involved in successfully executing impactful marketing strategies. This focus introduces students to key industry concepts:

Engagement Channels + Tech Platforms: Learn to distribute conversations and content using relevant digital platforms, channels, and properties. Create interactive dialogues and analyze buying behaviors to guide buyers through digital purchase paths.

Inclusive and Intercultural Engagement: Embrace the importance of inclusivity and intercultural engagement, understanding the diverse digital landscapes where marketing strategies unfold.

Ethics: Navigate the ethical dimensions of digital marketing, ensuring that strategies align with ethical standards in an increasingly connected world.

Build: Understand how to build engagement and influence through digital channels, fostering connections and impacting consumer decision-making.

Cultivating Essential Skills for Execution

The Execution focus within the University of Cincinnati’s online Master of Science in Marketing program is not just about theoretical concepts—it’s a dynamic arena where students hone a comprehensive set of critical skills, equipping them to navigate and excel in the intricacies of executing impactful marketing strategies.

Our program goes beyond theoretical concepts. We provide you with a comprehensive toolkit of practical skills to excel in the dynamic and competitive field of digital marketing:

Analyze:

Master the art of SEO/SEM/PPC to maximize your online visibility and understand how social media platforms work to build brand presence and engage audiences.

Evaluate:

Create compelling multimedia content that resonates with your target audience and learn how to effectively manage customer relationships in the digital realm.

Create:

Develop and execute holistic digital marketing campaigns across multiple channels, leveraging your knowledge of analytics and consumer behavior.

Each of these skills, embedded within the Execution focus, provides a comprehensive toolkit for students, enabling them to navigate the digital landscape and execute impactful marketing campaigns. Mastering these skills ensures that graduates are well-equipped to thrive in the dynamic and competitive field of digital marketing.

Meet the Experts

Dr. Josh Clarkson

Dr. Joshua John Clarkson is a Professor of Marketing and a leading expert in the field of consumer behavior. He holds a Ph.D. in Social Psychology and a Ph.D. in Marketing , and his research focuses on the social and cognitive processes that drive social influence, persuasion, decision-making, and self-control.

Dr. Clarkson’s research has been published in top academic journals such as the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of Personality and Social Psychology. He has received numerous awards for his research, including the Lindner College of Business Emerging Scholar Award for Research Excellence (2016), Dean’s Award for Faculty Excellence (2017), and Research Excellence Award (2022).

Dr. Clarkson focuses on four key areas where social media impacts consumer behavior:

• Brand perception and the choices consumers make
• The influence of social proof and user-generated content
• Building lasting customer relationships through social media
• Measuring the success of social media marketing efforts

Dr. Susan Mantel

Dr. Susan Mantel is a Professor of Marketing at the University of Cincinnati Carl H. Lindner College of Business. She earned her Ph.D. in Business Administration (Marketing) from the University of Cincinnati. Her research interests lie primarily in consumer decision-making, with a particular focus on how social media influences consumer behavior.

Dr. Mantel explores various aspects of consumer decision-making within the context of social media, including:

• The impact of social media on brand perception and purchase decisions
• The influence of social media influencers and user-generated content
• The role of social media in building customer relationships and loyalty
• The effectiveness of social media marketing campaigns

Her research has been published in top academic journals such as the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of Interactive Marketing. Dr. Mantel has also presented her work at numerous academic conferences, including the American Marketing Association Winter Educators’ Conference and the Association for Consumer Research Conference.

Dr. Karen Machleit

Dr. Karen Machleit is a Professor and Department Head of Marketing at the University of Cincinnati Carl H. Lindner College of Business. She has been a dedicated member of the Lindner College of Business faculty since 1989.

Dr. Machleit is a renowned scholar with a strong record of research in consumer behavior and retail marketing. Her research interests lie primarily in:

• Retail atmospherics: This includes the study of the physical environment, such as lighting, music, and scent, and how it influences consumer behavior.
• Crowding in the retail store: This explores how the number of shoppers in a store affects their behavior and purchase decisions.
• Online consumer behavior: This examines how consumers use online platforms for research, shopping, and other activities.

Dr. Machleit’s research has been published in top academic journals such as the Journal of Retailing, the Journal of Business Research, and the Journal of Consumer Psychology.

Course Spotlights

MKTG 7026: Influence Strategy

Influence Strategy, taught by Dr. Josh Clarkson at the University of Cincinnati, explores persuasion and change. It covers key topics like psychological theories of influence, consumer psychology, persuasive communication, influence tactics, ethical considerations, and applied exercises. Students learn through captivating lectures, interactive discussions, case studies, guest speakers, and real-world projects. The course benefits graduate students in marketing, marketing professionals, leaders, and anyone interested in persuasion psychology.

MKTG 7027: Digital Marketing Tools

One of the courses central to the Execution focus is MKTG7027 Digital Marketing Tools taught by Dr. Susan Mantel. This course explores the use of digital technologies for marketing, selling, and distributing goods and services. As the digital landscape evolves rapidly, the course content adapts accordingly. The goal is to develop an understanding of the opportunities and limitations of digital tools for marketing and how these tools support overall marketing strategy.

MKTG 7033: Advertising

Advertising, taught by Dr. Karen Machleit at the University of Cincinnati, explores the creation of persuasive advertising messages. The course covers advertising fundamentals, consumer targeting, creative strategy, media planning, digital advertising, and analytics. Students learn through interactive lectures, case studies, guest speakers, workshops, and individual and group projects. It’s ideal for graduate students in advertising or marketing, professionals wanting to enhance their advertising skills, and anyone interested in the impact of advertising. Benefits include gaining comprehensive knowledge of advertising principles, developing creative and critical thinking skills, learning to leverage various media channels, analyzing campaign effectiveness, and staying ahead of the curve in the evolving landscape.

Career Opportunities

Graduates from the University of Cincinnati Online’s Master of Science in Marketing program with a focus on Execution are well-positioned to embark on diverse and exciting career paths within the dynamic realm of digital marketing. This specialized concentration equips individuals with a unique skill set that goes beyond theoretical knowledge, providing practical expertise that is highly sought after in today’s competitive job market. Here’s a closer look at the exciting career paths for graduates:

Apply:

Omnichannel Analyst

Analyze and optimize membership strategies across diverse channels, enhancing customer engagement and loyalty.

Digital Marketing Strategist

Develop and execute holistic digital marketing campaigns across multiple channels.

Analyze:

Digital Sales Specialist

Optimize e-commerce platforms, enhance conversion rates, and effectively manage customer relationships in the digital realm.

Evaluate:

Product Sales Specialist

Execute sales strategies for specific products, utilizing digital channels for maximum impact.

Social Media Account Manager

Develop and execute comprehensive social media strategies, including content planning and community management.

Create:

Social Media Associate

Assist in executing social media plans, engaging with the audience, and supporting campaigns.

These roles within the Execution focus demand a strategic mindset, technical proficiency, and a keen understanding of digital dynamics. Graduates from this program are well-prepared to excel in these diverse and dynamic career paths, contributing to the evolving landscape of contemporary marketing.

The Execution focus within Lindner College of Business’ Master of Science in Marketing online program at the University of Cincinnati extends beyond its primary domain. It interlaces seamlessly with three other vital focuses: Consumer Psychology & Strategy, Planning and Design, and Analytics. Together, these four pillars sculpt a comprehensive understanding of marketing, molding students into versatile and strategic professionals.

Whether you’re budget-conscious or seeking flexibility to balance your studies with other commitments, our program offers options to suit your needs. Explore the possibility of earning a Graduate Certificate in Marketing or Digital Marketing, allowing you to tailor your learning experience and achieve your specific goals.

Join us and unlock your marketing potential. Apply now to the UC Online Master of Science in Marketing program and embark on a journey of strategic brilliance in the exciting world of digital marketing.