For additional program information see the Zicklin School website
The Master of Science in Marketing allows you to advance to the next level within the marketing function, in fields like media planning, communications strategy, account management, corporate (digital) marketing, and marketing research and analytics. The 30 credit program combines theoretical and practical approaches, left and right brain skills, to educate and connect the most talented and forward-thinking marketing executives of the future. Students take four core courses providing a solid basis of consumer decision making / insights and the strategic process and can then specialize in an area of choice. Students can choose a formal concentration in Marketing Analytics, Digital Marketing or International Business, or can choose electives offered by the Department of Marketing and International Business from other areas of interest based on their objectives. The MS in Marketing can also be completed in one calendar year of full-time study, whether it is begun in fall or spring.
| English Language Proficiency Requirements | ||
| Students who completed their undergraduate education in a non-English speaking country will be required to take non-credit bearing modules in Grammar Troubleshooting and American English Pronunciation offered by the Division of Continuing and Professional Studies. These modules may be waived based on a waiver exams. The modules are not required for students who completed a four-year degree in an English speaking country. | ||
Courses in Specialization (30 credits) Required (12 credits) | ||
| Business Communication I | 1.5 credits | |
| Marketing Research | 3 credits | |
| Marketing Management | 3 credits | |
| Consumer Behavior | 3 credits | |
| Marketing Consulting Practicum | 1.5 credits | |
Electives (18 credits) Choose a total of 18 credits from any 9000-level courses in the Allen G. Aaronson Department of Marketing and International Business. Student can also choose from the following: | ||
| Principles of Database Management Systems | 3 credits | |
| Applied Regression Analysis | 3 credits | |
| Multivariate Statistical Methods | 3 credits | |
| Software Tools for Data Analysis (cross-listed as OPR 9750) | 3 credits |
Concentration in Digital Marketing (30 credits)
Advances in Internet technologies, digitization and social networking are transforming business interactions with customers and partners. The MS concentration in digital marketing provides students with cutting-edge strategic and analytical skills to thrive in a digital environment. Students learn the necessary technical foundations to lead digital marketing efforts in their organizations.
| Required Courses (15 credits) | ||
| Business Communication I | 1.5 credits | |
| Marketing Research | 3 credits | |
| Marketing Management | 3 credits | |
| Consumer Behavior | 3 credits | |
| Marketing Consulting Practicum | 1.5 credits | |
| Digital Marketing | 3 credits | |
| Elective Courses (15 credits) | ||
| Choose a minimum of 9 credits from the following: | ||
| Direct Marketing I: Strategy and Tactics | 3 credits | |
| Media Planning in the Digital World | 3 credits | |
Direct Marketing II: Database Marketing and Managing the Creative Process
| 3 credits | |
| Analytic Approaches to Marketing Strategy | 3 credits | |
| Web Analytics | 3 credits | |
| Internet Marketing and Global Business | 3 credits | |
| Search Engine Marketing | 1.5 credits | |
| Social Media Marketing | 1.5 credits | |
| Digital Marketing Strategy | 3 credits | |
| Special Topics in Digital Marketing | 1.5 credits | |
| Special Topics in Digital Marketing | 3 credits | |
Choose up to 6 credits from any 9000-level course in the Department of Marketing and International Business. Students can also choose from the following: | ||
| Principles of Database Management Systems | 3 credits | |
| Multivariate Statistics for Business Analytics | 3 credits | |
| Applied Regression Analysis | 3 credits | |
| Multivariate Statistical Methods | 3 credits | |
| Software Tools for Data Analysis (OPR 9750)
| 3 credits |
Concentration in Marketing Analytics (30 credits)
Marketing depends on good analytical skills but also on the ability to develop actionable insights from data. The Marketing Analytics concentration in the MS program provides students with the tools to handle data from traditional and digital sources and then use them to make sound strategic decisions.
| Required Courses (15 credits) | ||
| Business Communication I | 1.5 credits | |
Marketing Research
| 3 credits | |
| Marketing Management | 3 credits | |
| Consumer Behavior | 3 credits | |
| Marketing Analytics | 3 credits | |
| Marketing Consulting Practicum | 1.5 credits | |
| Elective Courses (15 credits) | ||
| Choose a minimum of 9 credits from the following: | ||
| Media Planning in the Digital World | 3 credits | |
| Web Analytics and Intelligence | 3 credits | |
| Data-driven Marketing Strategy | 3 credits | |
| Digital Marketing | 3 credits | |
| Search Engine Marketing | 1.5 credits | |
| Social Media Marketing | 1.5 credits | |
| Digital Marketing Strategy | 3 credits | |
| Special Topics in Marketing Analytics | 1.5 credits | |
| Special Topics in Marketing Analytics | 3 credits | |
| Multivariate Statistics for Business Analytics
| 3 credits |
Choose up to 6 credits from any 9000-level course in the Department of Marketing and International Business. Students can also choose from the following:
| Business Modeling with Spreadsheets | 3 credits |
Data Mining for Business Analytics (CIS 9660) | 3 credits | |
| Applied Regression Analysis | 3 credits | |
| Multivariate Statistical Methods | 3 credits | |
Software Tools for Data Analysis (OPR 9750) | 3 credits | |
Concentration in International Business (30 credits) The development and implementation of marketing strategies in a rapidly globalizing world requires today’s marketing professionals to first have a broad and holistic knowledge of the international business environment and then be able apply basic marketing principles to create specific products and/or service strategies. To understand this environment, marketers must be aware of how a country’s culture, trade policies, politics, logistics, etc., interacts with the focal product or service. | ||
| Required Courses (13.5 credits) | ||
| Business Communication I | 1.5 credits | |
| International Business Fundamentals | 1.5 credits | |
| * | Marketing Research | 3 credits |
| Marketing Management | 3 credits | |
| Consumer Behavior | 3 credits | |
| Marketing Consulting Practicum | 1.5 credits | |
| Elective Courses (16.5 credits) | ||
| Choose a minimum of 10.5 credits from the following: | ||
| Emerging Markets and the International Business Environment | 3 credits | |
| Foreign Markets, Cultures, and Regimes | 3 credits | |
| International Business Strategy | 3 credits | |
| Special Topics in International Business | 1.5 credits | |
| Special Topics in International Business | 3 credits | |
| Internet Marketing and Global Business | 3 credits | |
| International Marketing Management | 3 credits | |
| International Logistics | 3 credits | |
| Choose up to 6 credits from the following: | ||
| Globalization and Technologh | 3 credits | |
International Business Communications (IBS 9756)
| ||
| International Trade and Investment Law | 3 credits | |
| International Comparative Management | 3 credits | |
*MKT 9702 requires prior completion of STA 9708 (Managerial Statistics). This prerequisite can be waived for students who completed a 3-credit undergraduate statistics course wit ha minimum grade of B-. Students who are not waived from STA 9708 will take this course in addition to the 30-credit program.
A waiver of the STA 9708 prerequisite for STA courses usually requires satisfactory completion of 6 credits in undergraduate statistics. Please contact the MS Programs Office (ZicklinMSPrograms@baruch.cuny.edu) prior to the registration of STA electives for prerequisite clearances. If required, STA 9708 does not apply towards the 30 credits required for your degree.