Page tree
Skip to end of metadata
Go to start of metadata

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.

 

Required for all MS Students*
Business Communication I1.5 credits
or
Program specific, 1.5 credit equivalent business communication instruction approved by the Graduate Curriculum Committee.

Courses in Specialization    (30 credits)

Required    (12 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 (15 credits)
Marketing Research                                             3 credits     
Marketing Management3 credits
Consumer Behavior3 credits
Digital Marketing3 credits
Digital Marketing Strategy*3 credits
*MKT 9785 replaces MKT 9750 effective spring 2016. Students who completed MKT 9750 prior to spring 2016 will receive credit for the course.
Elective Courses (15 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 Analysis3 credits
Multivariate Statistical Methods3 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)

Marketing Research                                                                                                                               

                                                                                   

3 credits       
Marketing Management3 credits
Consumer Behavior3 credits
Marketing Analytics3 credits
Marketing Strategy3 credits
Elective Courses (15 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 Analysis3 credits
Multivariate Statistical Methods3 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)
International Business Fundamentals1.5 credits
Marketing Research3 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
Foreign Markets, Cultures, and Regimes3 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

*Effective spring 2016.
















 




 



 

  • No labels