The Executive MS in Marketing comprises 10 course modules, each of which runs approximately one month. All modules are three credits. Zicklin’s renowned business faculty and industry experts teach two consecutive Saturday-Sunday weekends in the classroom in New York City. Every module is offered once per year in New York City. All additional coursework takes place before and after the classroom sessions, supported by an online platform that allows faculty-supervised individual and group work. See the Program page for the pending option to complete modules in São Paulo, Brazil.
The curriculum reflects the current state and outlook of the global marketing industry. The first module must be taken in New York City. The remaining modules build on the first but do not require a specific sequence. Depending on when and where you choose to complete a module, you can tailor the sequence of your curriculum and your pace of study.
See the Curriculum information below for course titles and descriptions, location schedules, and conditions of mobility.
The program reserves the right to amend, modify, and change the curriculum, specific courses offered and/or the sequence of modules.
EMSM Program Curriculum
Foundations courses focus on building your fundamental marketing knowledge, as well as consulting and communication skills.
MKT 9703 Marketing Management
*This is the first module and must be completed at a student’s program home before any other modules can be taken or any mobility options chosen.
This examination of marketing management will include discussion of consumer behavior; market research; market segmentation, targeting, and positioning; and the management of key elements in the marketing mix: product, brand, price, promotion, and placement. Some of the sessions in this course follow a lecture format, others a case-method discussion format that sharpens your decision-making abilities and requires you to be an active participant in resolving a marketing problem.
MKT 9716 Consumer Behavior
Marketing begins and ends with the consumer. This course introduces you to the study of consumer and buyer behavior and provides you with the knowledge and understanding of theories in psychology, sociology, and anthropology that are essential to its study. Students adopt the perspective of a marketing manager who relies on knowledge of consumer and buyer behavior to develop, implement, and evaluate effective marketing strategies. The course examines many concepts and theories from the behavioral sciences (such as psychology and sociology) and analyze their usefulness for marketing strategies.
MKT 9702 Marketing Research
This course is experiential and participative. It is designed with distinct learning steps that culminate in a research report where students address the needs of a real business, nonprofit, or government agency. The research report will be informed by interactive lectures about the fit between business needs, specific research questions, and research methods. Students read business cases and analyze the methods used to generate marketing knowledge within specific business contexts. Participants carefully review the elements of good research design, including the choice of research subjects, different sampling techniques, and cost-effective research methods. Finally the course examines the role that consumer behavior and identity play in marketing research.
MKT 9701 Advertising and Marketing Communication
A study of the relationship between marketing communication and business management, this course’s lectures and discussions emphasize the management of a complete, integrated marketing communications (IMC) program. This includes traditional and digital media and their coordinated application. The objectives of this course are to:
- Understand consumers and how to effectively communicate with them;
- Understand the role of marketing communication in contemporary marketing;
- Examine the role of the IMC tools in the marketing process;
- Learn how to plan, implement and evaluate IMC programs by understanding the overall marketing process, consumer behavior, communications theory, and the use of media;
- Evaluate the regulatory, social and economic factors that may influence an organization's advertising and promotional program.
These courses address the latest developments in more technical areas that are key drivers of future business performance.
MKT 9780 Digital Marketing
The marketing landscape has changed. The question is no longer about whether your company, product, or brand needs to engage in digital marketing, but rather how you can create the most impact by leveraging a range of digital marketing tools, tactics, and techniques. The course provides students with a solid foundation in traditional advertising marketing fundamentals — from segmenting a target market to developing customer insights — and combines those basics with knowledge of critical digital marketing tactics and strategies required to create a successful multichannel marketing campaign.
MKT 9738 Web Analytics and Intelligence
This course provides the conceptual and technical foundations of various aspects of web analytics and web intelligence. The purpose is to help executives develop a foundation in web analytics, which can be used to further their organization’s presence on the web, resulting in increased in revenue and market share. Upon completion of the course, students should be able to understand web and mobile analytics (components, terminology, and tools), create actionable insights using these tools, manage digital publishing, and appreciate the content life cycle.
MKT 9737 Marketing Analytics
Using quantitative marketing cases and related exercises, students will learn and apply key analytical techniques in various decision contexts. Specifically, this course will introduce a wide variety of quantitative metrics and models to improve marketing decision-making in areas such as sales forecasting, customer segmentation/targeting, product/brand positioning, price, and promotion. The course is particularly valuable to students planning careers in marketing management, marketing research, or consulting. This is a math-oriented course that analyzes data and interprets analytical results. It should be understood that data analysis and result interpretation are two primary ways to understand marketing phenomena and solve marketing problems.
MKT 9740 Data-Driven Marketing Strategy
This course will focus on developing marketing mix and resource-allocation decisions driven by quantitative analysis. Students will specifically focus on building quantitative models of pricing, channels of distribution, branding, and promotions. Topics covered include market response models, conjoint analysis techniques, resource allocation models, forecasting models, customer profitability analysis, value pricing, product line decisions, and other significant strategic-marketing issues facing today’s managers.
MKT 9793 Special Topics: Branding
This course gives students a fundamental understanding of how to build, measure, and manage a brand and its equity. A brand name, and its associated brand equity, is one of the most valuable assets any firm has. Building brand equity involves managing brands within the context of other brands, as well as managing brands over multiple categories, time, and across multiple market segments. Students learn important branding decisions organizations face when planning, implementing, and evaluating brand strategies. Participants are also exposed to the most relevant theories, models, and tools for successful decision-making when building and managing a brand.
The Marketing Practice module of the program combines two 1.5-credit courses that will hone your professional communication skills while engaging in a consulting practicum that addresses a real-world marketing challenge faced by today’s industries and organizations.
BUS 9551 Business Communication
In today’s professional job market, it is essential to have excellent written and oral communication skills. In this course, students will gain the skills and strategies needed to enhance their business communications. Students will learn advanced techniques for writing clear, concise, and effective emails and other business documents. Participants will also build the oral communication skills needed to lead effective meetings and conference calls, negotiate with colleagues and clients, and give successful presentations. Students will learn how to organize their messages; choose appropriate language for informing, persuading, and influencing audiences in different professional contexts; and deliver interactive and engaging formal and informal presentations
MKT 9759 Marketing Consulting Practicum
The focus of this course is on corporate-level strategy for multidivisional firms. Topics include diversification strategies, business models (bundling and unbundling), and structural alternatives to support growth. Emphasis is placed on integrating functional plans for implementing strategy at the corporate level while taking into account classic marketing issues including product decisions, pricing, distribution, and promotional implications. Students will collaborate in teams to develop a comprehensive strategic plan and work independently, using case studies of real-world companies as the primary learning modality.
EMSM Program Schedule
Virtual coursework starts approximately 10 days before the first classroom day.
|Module||New York Classroom Dates (2018-19)|
|1||Marketing Management||May 5, 6, 12, 13|
|2||Consumer Behavior||June 2, 3, 9, 10|
|3||Marketing Research||July 7, 8, 14, 15|
|4||Advertising and Marketing Communication||August 4, 5, 11, 12|
|5||Digital Marketing||September 8, 9, 15, 16|
|6||Web Analytics and Intelligence||October 6, 7, 13, 14|
|7||Marketing Analytics||November 3, 4, 10, 11|
|8||Data-Driven Marketing Strategy||December 1, 2, 8, 9|
|9||Special Topics: Branding||January 5, 6, 12, 13|
|10||Marketing Practice||February 2, 3, 9, 10|