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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.

The structure of the MS program is as follows:


Marketing Management Concentration

The Marketing Management concentration allows students to customize their program by choosing elective courses from any 9000-level courses in the Allen G.Aaronson Department of Marketing and International Business. Students may also take selected courses in statistics and computer information systems.

English Language Proficiency*
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 exam. The modules are not required for students who completed a four-year degree in an English-speaking country.

Required    (12 credits)

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BUS 9551*

Business Communication I1.5 credits
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MKT 9702

Marketing Research                                                                               3 credits
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MKT 9703

Marketing Management3 credits
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MKT 9716

Consumer Behavior3 credits
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MKT 9750

Marketing Strategy3 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:

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CIS 9340

Principles of Database Management Systems3 credits
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STA 9700

Applied Regression Analysis3 credits
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STA 9705

Multivariate Statistical Methods3 credits

                                                                                                   

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STA 9750

Software Tools for Data Analysis                                                                    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 (16.5 credits)
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BUS 9551*

Business Communication I (see note below)1.5 credits
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MKT 9702

Marketing Research*                                            3 credits     
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MKT 9703

Marketing Management3 credits
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MKT 9716

Consumer Behavior3 credits
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MKT 9780

Digital Marketing3 credits
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MKT 9785

Digital Marketing Strategy3 credits
Choose a minimum of 9 credits from the following:
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MKT 9726

Direct Marketing I: Strategy and Tactics3 credits
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MKT 9728

Media Planning in the Digital World3 credits
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MKT 9736

Direct Marketing II: Database Marketing and Managing the Creative Process

 

3 credits
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MKT 9737

Analytic Approaches to Marketing Strategy3 credits
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MKT 9738

Web Analytics3 credits
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MKT 9764

Internet Marketing and Global Business3 credits
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MKT 9782

Search Engine Marketing1.5 credits
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MKT 9783

Social Media Marketing1.5 credits
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MKT 9794

Special Topics in Digital Marketing1.5 credits
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MKT 9795

Special Topics in Digital Marketing3 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:

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CIS 9340

Principles of Database Management Systems3 credits
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STA 9661

Multivariate Statistics for Business Analytics3 credits
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STA 9700

Applied Regression Analysis**3 credits
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STA 9705

Multivariate Statistical Methods***3 credits
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STA 9750

                                                                                                   

Software Tools for Data Analysis**

(OPR 9750)                   

                                                                                         

 

3  credits

Concentration in Marketing Analytics

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 (16.5 credits)
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BUS 9551*

Business Communication I (see note below)1.5 credits
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MKT 9702

Marketing Research*                                                                                                                              

                                                                                   

3 credits       
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MKT 9703

Marketing Management3 credits
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MKT 9716

Consumer Behavior3 credits
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MKT 9737

Marketing Analytics3 credits
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MKT 9750

Marketing Strategy3 credits
Choose a minimum of 9 credits from the following:
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MKT 9728

Media Planning in the Digital World3 credits
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MKT 9738

Web Analytics and Intelligence3 credits
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MKT 9740

Data-driven Marketing Strategy3 credits
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MKT 9780

Digital Marketing3 credits
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MKT 9782

Search Engine Marketing1.5 credits
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MKT 9783

Social Media Marketing1.5 credits
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MKT 9785

Digital Marketing Strategy3 credits
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MKT 9796

Special Topics in Marketing Analytics1.5 credits
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MKT 9797

Special Topics in Marketing Analytics3 credits

 

 

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STA 9661

 

 

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:

 

 

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CIS 9467

Business Modeling with Spreadsheets*                                                         

3 credits

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STA 9660

Data Mining for Business Analytics++

(CIS 9660)

3 credits
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STA 9700

Applied Regression Analysis**3 credits
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STA 9705

Multivariate Statistical Methods***3 credits
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STA 9750

Software Tools for Data Analysis**

(OPR 9750)

3 credits

Concentration in International Business

In today's global economy, marketing professionals must understand and anticipate he opportunities available throughout the world and incorporate them into their strategies. A concentration in International Business provides students with the sills to design and implement an organization’s global marketing strategy. For example, students will learn how culture, differences in consumer behavior, trade policies and logistics influence business.

 Required Courses (15 credits)
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BUS 9551

Business Communication I (see note below)1.5 credits
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IBS 9600

International Business Fundamentals1.5 credits
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MKT 9702

Marketing Research*3 credits
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MKT 9703

Marketing Management3 credits
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MKT 9716

Consumer Behavior3 credits
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MKT 9750

Marketing Strategy3 credits
Elective Courses (16.5 credits)
Choose a minimum of 10.5 credits from the following:
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IBS 9761

Emerging Markets and the International Business Environment3 credits
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IBS 9767

Global Firms, Cultures and Governments+++3 credits
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IBS 9769

International Business Strategy3 credits
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IBS 9791

Special Topics in International Business1.5 credits
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IBS 9793

Special Topics in International Business3 credits
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MKT 9764

Internet Marketing and Global Business3 credits
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MKT 9766

International Marketing Management3 credits
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MKT 9774

International Logistics3 credits
Choose up to 6 credits from the following:
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CIS 9230

Globalization and Technologh3 credits
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COM 9656

International Business Communications

(IBS 9756)

 

 
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LAW 9740

International Trade and Investment Law3 credits
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MGT 9870

International Comparative Management3 credits

Notes: The Department plans to replace MKT 9750(and MKT 9785 as a required course for the Digital Marketing concentration) with a required 1.5 credit Marketing Consulting course, which will bring the total minimum degree credits to 30 for students in all MS-Marketing concentrations. With this anticipated change, MKT 9750 and MKT 9785 will become elective courses.

BUS 9551: This requirement is effective for all MS-Marketing students admitted in spring 2016 or later. Students admitted in spring 2016 or later. Students admitted prior to spring 2016 should consult their preliminary course evaluation and/or waiver exam results as other requirements and conditions may apply.

Students are encouraged to do internships, but they cannot be counted as credits towards the MS degree.

*Required prior completion of STA 9708(Applied Statistical Analysis for Business Decisions). This prerequisite can be waived for students who complete one 3-credit undergraduate statistics course with a minimum grade of B-. Students who are not waived from STA 9708 will take this course in addition to the degree's 31.5 credits.

A waiver of the STA 9708 prerequisite for STA courses usually requires satisfactory completion of 6 credits of undergraduate statistics. Please contact the MS programs Office prior to registration of STA electives for prerequisite clearances. If required, STA 9708 does not apply towards the 30 credits required for your degree.

**Requires prior completion of STA 9708 (Applied Statistical Analysis for Business Decisions) or equivalent.

***Requires prior completion of STA 9700(Applied Regression Analysis) or equivalent.

+Requires prior completion of STA 9708 or ACC9110 or equivalents.

++Requires prior completion of CIS 9001 and STA 9708 or equivalents.

+++Change in title effective fall 2016.