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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)

Business Communication I1.5 credits
Marketing Research                                                                               3 credits
Marketing Management3 credits
Consumer Behavior3 credits
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:

Principles of Database Management Systems3 credits
Applied Regression Analysis3 credits
Multivariate Statistical Methods3 credits

                                                                                                   

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)
Business Communication I (see note below)1.5 credits
Marketing Research*                                            3 credits     
Marketing Management3 credits
Consumer Behavior3 credits
Digital Marketing3 credits
Digital Marketing Strategy3 credits
Choose a minimum of 9 credits from the following:
Direct Marketing I: Strategy and Tactics3 credits
Media Planning in the Digital World3 credits

Direct Marketing II: Database Marketing and Managing the Creative Process

 

3 credits
Analytic Approaches to Marketing Strategy3 credits
Web Analytics3 credits
Internet Marketing and Global Business3 credits
Search Engine Marketing1.5 credits
Social Media Marketing1.5 credits
Special Topics in Digital Marketing1.5 credits
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:

Principles of Database Management Systems3 credits
Multivariate Statistics for Business Analytics3 credits
Applied Regression Analysis**3 credits
Multivariate Statistical Methods***3 credits

                                                                                                   

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)
Business Communication I (see note below)1.5 credits

Marketing Research*                                                                                                                              

                                                                                   

3 credits       
Marketing Management3 credits
Consumer Behavior3 credits
Marketing Analytics3 credits
Marketing Strategy3 credits
Choose a minimum of 9 credits from the following:
Media Planning in the Digital World3 credits
Web Analytics and Intelligence3 credits
Data-driven Marketing Strategy3 credits
Digital Marketing3 credits
Search Engine Marketing1.5 credits
Social Media Marketing1.5 credits
Digital Marketing Strategy3 credits
Special Topics in Marketing Analytics1.5 credits
Special Topics in Marketing Analytics3 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

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)
Business Communication I (see note below)1.5 credits
International Business Fundamentals1.5 credits
Marketing Research*3 credits
Marketing Management3 credits
Consumer Behavior3 credits
Marketing Strategy3 credits
Elective Courses (16.5 credits)
Choose a minimum of 10.5 credits from the following:
Emerging Markets and the International Business Environment3 credits
Global Firms, Cultures and Governments+++3 credits
International Business Strategy3 credits
Special Topics in International Business1.5 credits
Special Topics in International Business3 credits
Internet Marketing and Global Business3 credits
International Marketing Management3 credits
International Logistics3 credits
Choose up to 6 credits from the following:
Globalization and Technologh3 credits

International Business Communications

(IBS 9756)

 

 
International Trade and Investment Law3 credits
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.

 
















 




 



 

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