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Gain Unparalleled Depth To Transform Marketing

Impact business at its core with the expertise of a top-ranked marketing MBA.

Become one of tomorrow’s top marketing leaders by further specializing your expertise in one of three future-focused career pathways.

3

in the U.S. for Best Marketing MBA

Princeton Review, 2022

Three Ways To Specialize Your Marketing MBA

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Brand & Marketing Management

Lead a top brand.

Learn the skills to build brand strength strategically and drive growth.

Gain a competitive career advantage with the program’s deep industry connections and national reputation. Prepare to manage a brand’s marketing or start your path to the C-suite.

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Marketing Analytics & Insights

Drive strategy with insight.

Earn the industry-leading MBA in marketing analytics and insights.

Capture, analyze, and apply consumer insights to shape business strategy for bottom-line results—a sought-after skill set that drives Fortune 500 companies to seek Wisconsin graduates.

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Technology Product Marketing

Guide tech marketing.

Gain in-demand expertise to take the lead in marketing the next tech innovation.

New to the marketing curriculum in Fall 2022, this innovative career pathway will prepare you to market emerging tech products.

Get to Know Marketing Students

Hear from marketing students about the advantages of Wisconsin’s specialized marketing pathways.

Wisconsin’s True Differentiator

A general management curriculum provides a strong business foundation for career versatility.

Specialization gives you a deep dive into marketing through courses, applied learning, and internship experience.

Career pathways allow you to build your expertise in a specific area of marketing, giving you a further competitive advantage.

Unique Curriculum Depth

Wisconsin offers unique flexibility and depth in one MBA. Start with the MBA general management curriculum and a specialized Marketing MBA core. Where other MBAs end here, at Wisconsin you have the opportunity to explore different career paths in your first semester before choosing how to further specialize and customize your marketing expertise – in brand and marketing management; marketing analytics and insights; or technology product marketing.

Marketing MBA Core

(19 credits)

  • Marketing Research
  • Applied Learning: Current Topics in Marketing
  • Marketing Analytics
  • New Product Innovation
  • Marketing in the Digital Age
  • Marketing Consulting Practicum

Brand & Marketing Management

Courses in your chosen career pathway are designed to help you build additional marketing expertise.

  • Strategic Brand Management
  • Marketing Communications
  • Strategic Pricing
  • Applied learning

Marketing Analytics & Insights

Courses in your chosen career pathway are designed to help you build additional marketing expertise.

  • Qualitatively Based Marketing Insights
  • Data Visualization
  • Experiments & Causal Methods
  • Data Technology
  • Applied learning

Technology Product Marketing

Courses in your chosen career pathway are designed to help you build additional marketing expertise.

  • Technology Product Marketing Management (new course)
  • Experiments & Causal Methods
  • Data Technology
  • Applied learning

Electives

(9-10 credits)

  • All WSB classes 700 or above can be taken as electives

Marketing Consulting Practicum

In this class, which is required in each marketing career pathway, you will consult on a project for a company, gaining valuable real-world business knowledge. You are able to:

  • Solve problems a company wants answers to, creating actionable recommendations
  • Practice consulting frameworks
  • Conduct primary research or analyze data to discover insights
  • Develop corporate communication techniques for impact
  • Work directly with marketing professionals at major companies

Global Perspectives

Program trips, both global and domestic, take you to hotbeds of marketing and expose you to different consumer perspectives. Past trips include:

  • Silicon Valley. Visited the offices of LinkedIn, Facebook, and eBay to learn how tech companies manage, interpret, and act upon the huge amounts of data produced in the digital age.
  • China. During a trip to Guangzhou, China, conducted primary research for Dell by interviewing businesses on their technology needs, and saw firsthand how the differences in culture and infrastructure play a role in international business.
  • India. Trip to New Delhi, India. Performed in-home primary ethnographic research to learn a cultural perspective on how Indians snack.

World-Class Faculty

Learn from the best. Our faculty members know marketing—academically and in the real world. They are well connected to industry so you can be as well.

Faculty Member Spotlights

Page Moreau

Page Moreau

Professor, Marketing; John R. Nevin Chair in Marketing
Faculty Director of the Center for Brand and Product Management

Page Moreau’s research marries marketing, creativity, and business. In one study, she used LEGOs to test the effect on creative thinking when subjects are asked to follow well-defined instructions, which led to more creative thinking and implications for the workplace.

Learn more about Moreau
Ishita Chakraborty

Ishita Chakraborty

Assistant Professor, Marketing

Ishita Chakraborty’s research interests are in digital marketing, online platforms, text and video analytics, and mobile apps. Ishita aims to develop algorithmic market research tools to derive richer, more accurate, real-time insights from unstructured data.

Learn more about Chakraborty
Neeraj Arora

Neeraj Arora

Professor, Marketing; Arthur C. Nielsen Jr. Chair in Marketing Research and Education
Executive Director of the A.C. Nielsen Center for Marketing Analytics and Insights

Neeraj Arora’s current research interests include online experimentation, effectiveness of digital advertising, and machine learning tools for marketing analytics. Past research has focused on marketing problems that require statistical models of consumer choice.

Learn more about Arora

Expert Support and Career Connection

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Dedicated knowledge centers—the Center for Brand and Product Management and the A.C. Nielsen Center for Marketing Analytics and Insights—are backed by industry professionals and are unique pillars of the Wisconsin MBA. You gain a strong network in your marketing interest and close ties to alumni working in your ideal career path.

Participating industry experts and alumni:

  • Guide curriculum
  • Teach applied learning
  • Contribute to the classroom
  • Mentor students
  • Assist with recruiting and placement

Coming Soon: Marketing Leadership Institute

Marketing Leadership Institute launching July 2022

The A.C. Nielsen Center for Marketing Analytics and Insights and the Center for Brand and Product Management are merging to create the new Marketing Leadership Institute, launching in July 2022. Students will now have further opportunities to expand their marketing knowledge and have increased possibilities for recruiting and experiential learning projects with influential companies.

Learn more about the new institute

Program Voices

Camille Clark
“The specialization model at Wisconsin was the perfect way to experience and take advantage of large-school opportunities and still get the personalized touch of a curated curriculum and active advisors. To switch careers to marketing, I saw how Wisconsin’s model would accelerate my knowledge in the field and connect me with positions and companies.”
Camille Clark (MBA ’18)
Senior Analyst–Corporate Development, American Airlines
Bailey Hackbarth
“The (Marketing Consulting Practicum) not only rounded me out as a marketer, but it’s honed my presentation, analytic, and persuasion skills. With tangible business outcomes (not just case study assessments) hinging on my ability to deliver sound, data-driven recommendations, I’ve relished this opportunity to step outside the classroom and into the business world.”
Bailey Hackbarth (MBA ’20)
Associate Brand Manager, General Mills
“I find my job as a Product Marketing Manager for Microsoft particularly appealing due to the ability to see the products through end-to-end. I get to influence product development and product storytelling. I use different skill muscles every day. The industry moves extremely fast so I learn something every day.”
Sydney Hung Dowdell (MBA ’15)
Senior Product Marketing Manager, Microsoft
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Your MBA. Your Career Success.

High staff-to-student ratio means you get unlimited support—and exceptional connections—as you step into your ideal career.

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