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.
MS in Marketing Program Learning Goals
| Ethics | Students will analyze ethical problems or situations and develop marketing responses that consider relevant ethical issues. |
| Communication Skills: Oral | Students will have the necessary oral communication skills to convey marketing ideas and information effectively and persuasively. |
| Communication Skills: Written | Students will have the necessary written communication skills to convey marketing ideas and information effectively and persuasively. |
| Consumer Behavior Theory | Students will understand and explain how consumer behavior influences key marketing decisions. |
| Marketing Strategy and Planning | Students will devise effective marketing strategies through the use of marketing techniques and tools. |
MS in Marketing - Marketing Management Curriculum 30 - 33 Credits
Preliminary Courses Based on their academic background, admitted students may be required to take a preliminary course. This course is not part of the 30-credit MS in Marketing curriculum and students who required to complete the course will incur additional cost. | ||
| Managerial Statistics | 3 credits | |
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 | |
| Project-Based Marketing Consulting | 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 | |
MS in Marketing - Digital Marketing Curriculum 30 - 33 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.
Preliminary Courses Based on their academic background, admitted students may be required to take a preliminary course. This course is not part of the 30-credit MS in Marketing curriculum and students who required to complete the course will incur additional cost. | ||
| Managerial Statistics | 3 credits | |
| Required Courses (15 credits) | ||
| Business Communication I | 1.5 credits | |
| Marketing Research | 3 credits | |
| Marketing Management | 3 credits | |
| Consumer Behavior | 3 credits | |
| Project-Based Marketing Consulting | 1.5 credits | |
| Digital Marketing | 3 credits | |
| Elective Courses (15 credits) | ||
| Choose a minimum of 9 credits from the following (elective list extended to students who entered prior to Fall 2022): | ||
| 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 | |
| Marketing Analytics with Big Data | 3 credits | |
| Social Media Analytics | ||
| 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 | |
MS in Marketing - Marketing Analytics Curriculum 30 - 33 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.
Preliminary Courses Based on their academic background, admitted students may be required to take a preliminary course. This course is not part of the 30-credit MS in Marketing curriculum and students who required to complete the course will incur additional cost. | ||
| Managerial Statistics | 3 credits | |
| 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 | |
| Project-Based Marketing Consulting | 1.5 credits | |
| Elective Courses (15 credits) | ||
| Choose a minimum of 9 credits from the following (elective list extended to students who entered prior to Fall 2022): | ||
| Media Planning in the Digital World | 3 credits | |
| Web Analytics and Intelligence | 3 credits | |
| Data-driven Marketing Strategy | 3 credits | |
| MKT 9741 | Marketing Analytics with Big Data | 3 credits |
| MKT 9742 | Social Media Analytics | 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 | |
MS in Marketing - International Business Curriculum 30 - 33 CreditsThe 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. | ||
Preliminary Courses Based on their academic background, admitted students may be required to take a preliminary course. This course is not part of the 30-credit MS in Marketing curriculum and students who required to complete the course will incur additional cost. | ||
| Managerial Statistics | 3 credits | |
| 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 | |
| Project-Based Marketing Consulting | 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 | |
| Strategic Management of the Global Company | 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 | |
*STA 9708 is required for all entering MS MKT students. If required, STA 9708 does not apply towards the 30 credits required for your degree. STA 9708 may waived if a student has completed 6 credits of undergraduate statistics with a grade of B- or better.