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A master's degree[note 1] (from Latin magister) is an academic degree awarded by universities or colleges upon completion of a course of study demonstrating mastery or a high-order overview of a specific field of study or area of professional practice.[1] A master's degree normally requires previous study at the bachelor's level, either as a separate degree or as part of an integrated course. Within the area studied, master's graduates are expected to possess advanced knowledge of a specialized body of theoretical and applied topics; high order skills in analysis, critical evaluation, or professional application; and the ability to solve complex problems and think rigorously and independently.

• Postgraduate/graduate master's degrees (MA/M.A./A.M., MPhil/M.Phil., MSc/M.S./SM, MBA/M.B.A., LLM/LL.M., etc.) are the traditional formal form of master's degree, where the student already holds an undergraduate (bachelor's) degree on entry. Courses normally last one year in the UK and two years in the US.[47][48]
• Integrated master's degrees (MChem, MEng, MMath, MPharm, MPhys, MPsych, MSci, etc.) are UK degrees that combine an undergraduate bachelor's degree course with an extra year at master's level (i.e. a total of four years in England, Wales and Northern Ireland, and five years in Scotland). A 2011 survey of UK Higher Education Institutes found that 64% offered integrated master's course, mostly in STEM disciplines, with the most common degrees being MEng, MSci and MChem. 82% of respondents conferred only a master's degree for the course, while 9% conferred a bachelor's degree at the end of the bachelor's-level stage and a master's degree at the end of the course and a further 9% conferred both bachelor's and master's degrees at the end of the course.[56][57]

The UK Quality Assurance Agency defines three categories of Master's degrees:[59]

• Research master's degrees are primarily research based, although may contain taught elements, particularly on research methods. Examples are the MLitt (usually, but not always a research degree), the Master's by Research, and the MPhil. The Master's by Research (MbyRes, ResM), which is a research degree, is distinct from the Master of Research (MRes), which is a taught degree concentrating on research methods.[60]
• Specialised or advanced study master's degrees are primarily taught degrees, although commonly at least a third of the course is devoted to a research project assessed by dissertation. These may be stand-alone master's courses, leading to, e.g., MSc, MA or MRes degrees, or integrated master's degrees.
• Professional or practice master's degrees (see also professional degree) are designed to prepare students for a particular professional career and are primarily taught, although they may include work placements and independent study projects. Some may require professional experience for entry. Examples include MBA, MDiv, LLM and MSW as well as some integrated master's degrees. The name of the degree normally includes the subject name.

The United States Department of Education classifies master's degrees as research or professional. Research master's degrees in the US (e.g., M.A./A.M. or M.S.) require the completion of taught courses and examinations in a major and one or more minor subjects, as well as (normally) a research thesis. Professional master's degrees may be structured like research master's (e.g., M.E./M.Eng.) or may concentrate on a specific discipline (e.g., M.B.A.) and often substitute a project for the thesis.[48]

Master's programs in the US and Canada are normally two years in length. In some fields/programs, work on a doctorate begins immediately after the bachelor's degree, but a master's may be granted along the way as an intermediate qualification if the student petitions for it.[48] Some universities offer evening options so that students can work during the day and earn a master's degree in the evenings.[63]

Admission to a master's degree normally requires successful completion of study at bachelor's degree level either (for postgraduate degrees) as a stand-alone degree or (for integrated degrees) as part of an integrated scheme of study. In countries where the bachelor's degree with honours is the standard undergraduate degree, this is often the normal entry qualification.[59][72] In addition, students will normally have to write a personal statement and, in the arts and humanities, will often have to submit a portfolio of work.[73]

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The Master of Business Administration (MBA or M.B.A.) degree originated in the United States in the early 20th century when the country industrialized and companies sought scientific approaches to management. The core courses in an MBA program cover various areas of business such as accounting, applied statistics, business communication, business ethics, business law, finance, managerial economics, management, entrepreneurship, marketing and operations in a manner most relevant to management analysis and strategy.

Most programs also include elective courses and concentrations for further study in a particular area, for example accounting, finance, and marketing. MBA programs in the United States typically require completing about sixty credits, nearly twice the number of credits typically required for degrees that cover some of the same material such as the Master of Economics, Master of Finance, Master of Accountancy, Master of Science in Marketing and Master of Science in Management.

The MBA is a terminal degree and a professional degree. Accreditation bodies specifically for MBA programs ensure consistency and quality of education. Business schools in many countries offer programs tailored to full-time, part-time, executive (abridged coursework typically occurring on nights or weekends) and distance learning students, many with specialized concentrations.

Marketing management is the process of developing strategies and planning for product or services, advertising, promotions, sales to reach desired customer segment.

Marketing management employs tools from economics and competitive strategy to analyze the industry context in which the firm operates. These include Porter's five forces, analysis of strategic groups of competitors, value chain analysis and others.[1]

In competitor analysis, marketers build detailed profiles of each competitor in the market, focusing on their relative competitive strengths and weaknesses using SWOT analysis. Marketing managers will examine each competitor's cost structure, sources of profits, resources and competencies, competitive positioning and product differentiation, degree of vertical integration, historical responses to industry developments, and other factors.

Marketing management often conduct market research and marketing research to perform marketing analysis. Marketers employ a variety of techniques to conduct market research, but some of the more common include:

• Qualitative marketing research, such as focus groups and various types of interviews
• Quantitative marketing research, such as statistical surveys
• Experimental techniques such as test markets
• Observational techniques such as ethnographic (on-site) observation

Marketing managers may also design and oversee various environmental scanning and competitive intelligence processes to help identify trends and inform the company's marketing analysis.

A brand audit is a thorough examination of a brand's current position in an industry compared to its competitors and the examination of its effectiveness. When it comes to brand auditing, six questions should be carefully examined and assessed:

1. how well the business’ current brand strategy is working,
2. what the company's established resource strengths and weaknesses are,
3. what its external opportunities and threats are,
4. how competitive the business’ prices and costs are,
5. how strong the business’ competitive position in comparison to its competitors is, and
6. what strategic issues are facing the business.

When a business is conducting a brand audit, the goal is to uncover business’ resource strengths, deficiencies, best market opportunities, outside threats, future profitability, and its competitive standing in comparison to existing competitors. A brand audit establishes the strategic elements needed to improve brand position and competitive capabilities within the industry. Once a brand is audited, any business that ends up with a strong financial performance and market position is more likely than not to have a properly conceived and effectively executed brand strategy.

A brand audit examines whether a business’ share of the market is increasing, decreasing, or stable. It determines if the company's margin of profit is improving, decreasing, and how much it is in comparison to the profit margin of established competitors. Additionally, a brand audit investigates trends in a business’ net profits, the return on existing investments, and its established economic value. It determines whether or not the business’ entire financial strength and credit rating is improving or getting worse. This kind of audit also assesses a business’ image and reputation with its customers. Furthermore, a brand audit seeks to determine whether or not a business is perceived as an industry leader in technology, offering product or service innovations, along with exceptional customer service, among other relevant issues that customers use to decide on a brand of preference.

A brand audit usually focuses on a business’ strengths and resource capabilities because these are the elements that enhance its competitiveness. A business’ competitive strengths can exist in several forms. Some of these forms include skilled or pertinent expertise, valuable physical assets, valuable human assets, valuable organizational assets, valuable intangible assets, competitive capabilities, achievements and attributes that position the business into a competitive advantage, and alliances or cooperative ventures.

The basic concept of a brand audit is to determine whether a business’ resource strengths are competitive assets or competitive liabilities. This type of audit seeks to ensure that a business maintains a distinctive competence that allows it to build and reinforce its competitive advantage. What's more, a successful brand audit seeks to establish what a business capitalizes on best, its level of expertise, resource strengths, and strongest competitive capabilities, while aiming to identify a business’ position and future performance.

Two customer segments are often selected as targets because they score highly on two dimensions:

1. The segment is attractive to serve because it is large, growing, makes frequent purchases, is not price sensitive (i.e. is willing to pay high prices), or other factors; and
2. The company has the resources and capabilities to compete for the segment's business, can meet their needs better than the competition, and can do so profitably.

A commonly cited definition of marketing is simply "meeting needs profitably".

The implication of selecting target segments is that the business will subsequently allocate more resources to acquire and retain customers in the target segment(s) than it will for other, non-targeted customers. In some cases, the firm may go so far as to turn away customers who are not in its target segment.The doorman at a swanky nightclub, for example, may deny entry to unfashionably dressed individuals because the business has made a strategic decision to target the "high fashion" segment of nightclub patrons.

In conjunction with targeting decisions, marketing managers will identify the desired positioning they want the company, product, or brand to occupy in the target customer's mind. This positioning is often an encapsulation of a key benefit the company's product or service offers that is differentiated and superior to the benefits offered by competitive products.For example, Volvo has traditionally positioned its products in the automobile market in North America in order to be perceived as the leader in "safety", whereas BMW has traditionally positioned its brand to be perceived as the leader in "performance".

Ideally, a firm's positioning can be maintained over a long period of time because the company possesses, or can develop, some form of sustainable competitive advantage.The positioning should also be sufficiently relevant to the target segment such that it will drive the purchasing behavior of target customers. To sum up,the marketing branch of a company is to deal with the selling and popularity of its products among people and its customers, as the central and eventual goal of a company is customer satisfaction and the return of revenue.

Marketing management employs a variety of metrics to measure progress against objectives. It is the responsibility of marketing managers to ensure that the execution of marketing programs achieves the desired objectives and does so in a cost-efficient manner.

Marketing management therefore often makes use of various organizational control systems, such as sales forecasts, and sales force and reseller incentive programs, sales force management systems, and customer relationship management tools (CRM). Some software vendors have begun using the term marketing operations management or marketing resource management to describe systems that facilitate an integrated approach for controlling marketing resources. In some cases, these efforts may be linked to various supply chain management systems, such as enterprise resource planning (ERP), material requirements planning (MRP), efficient consumer response (ECR), and inventory management systems.

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BA/MK	Bachelor of Science in Business/Marketing From University of Phoenix
School: University of Phoenix Program: The goal of the Marketing major is to equip you with the necessary skills to successfully manage the marketing functions of an organization. This includes the development of creative, analytical, and leadership abilities. :: Concentration: Marketing :: Online    ::  Location: Online ::  more info

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master of business administration - marketing

Advertising and global marketing with requisite legal and cultural issues will be brought to the fore, as well as core accounting principles to analyze the impact of marketing dollars.

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