"The Master of Science in Marketing program incorporates hands-on learning better than any program I've been in.  In less than a year I've had the opportunity to work with clients such as P&G, The Brandery, and The Freestore Foodbank.  Through this work, it's become apparent that the skills and tools learned in the program can quickly add value to any organization."                                                    - Jason, Master of Science in Marketing Graduate

The Master of Science in Marketing program provides a flexible and well-rounded curriculum to accommodate students with diverse educational backgrounds and experiences. Students receive in-depth training in all areas of marketing. Students may elect to complete a self-secured internship or co-op during the summer semester to more fully develop their experiential portfolio.

Scheduling guidelines and information regarding when various classes are typically offered is available for download


  Course No. Course Title Credits
Basic Business
Knowledge (BBK)
 7 credits*
22MKTG7000 Marketing Foundations
22BANA7011 Data Analysis 2
22ACCT7000 Financial Accounting 2
22ECON7000 Economics 2
* BBK courses are required for students without an undergraduate business degree from an AACSB accredited school. BBK classes can not be counted as elective credits within the Master of Science in Marketing degree.


16 Credits

MKTG7035 Marketing Strategy 2
MKTG7012 Marketing Research 4
MKTG7015 Buyer Behavior 2
MKTG7031 International Marketing 2
MKTG7028 Marketing Ethics 2
MKTG7099 Capstone 4
BA 7077 Career Management

Electives Options

Choose 16 Credits

Qualitative Research 2
Systematic Innovation Tools 2
Consumer Insights 2
Design Thinking in Business 2
Advertising and Marketing 2
E-Marketing Strategy
Influence Strategies 2
Branding Strategy 2
Sales Management Strategy 2
Retail Strategy 2
Marketing for Managers
Professional Sales


Additional Electives

To provide a well-rounded and customized experience, students may, upon prior approval from the Master of Science in Marketing Program Director, also select non-marketing courses from other departments, including:

Other marketing electives, including PhD seminars, may also be available to Master of Science in Marketing students.




  Course Title Description
Core Courses Marketing Strategy Introduces a rigorous, end-to-end marketing strategy and planning framework, including segmentation, targeting, and positioning, that will be used in the Capstone program.
Marketing Research Explores the role of marketing research in marketing management. Involves hands-on activities to perfect student understanding of methods for collecting, analyzing, and summarizing data pertinent to solving marketing problems. Effective oral and written communication of research results is stressed.
Marketing Ethics Refines analytical and managerial decision-making skills through the application of ethical principles.  Develops an understanding of the subjective biases to which individual human judgments and group decisions are prone.
Buyer Behavior Emphasizes behavioral science concepts in an application-oriented environment as they relate to the process of consumption.
International Marketing Covers marketing opportunities abroad and development of appropriate marketing structure and process.
Capstone Program Creates opportunity for each graduate student to "own" a marketing problem for a twenty week time period. Students map out the project charter, delineate all necessary actions, and provide an agreed-upon deliverable that will impact the client's business.
Elective Courses Product Design Studio Engages students from various disciplines (business, design, engineering and others) in multi-disciplinary teams to complete new product design field projects. Assignments vary depending on the client needs.
Qualitative Research Covers qualitative marketing research methods (e.g., focus groups, depth interviews) and response interpretation.
Innovation Tools Focuses on how to create value and growth through innovation in new and existing markets, using a method known as Systematic Inventive Thinking (SIT).  Students will learn how to apply SIT skills within the context of a marketing strategy framework. 
Professional Sales Presents the role of professional selling within the context of the marketing and promotional mix of the firm. Guides students in their understanding of the principles of professional selling.
Consumer Insights This course covers cutting-edge research on topics including consumer information search, pricing, advertising, brand effects, consumer inferences, persuasion, decision making, social contagion and word-of-mouth, consumer identity, and messages that promote consumer health and well-being.
New Product Development Discusses product mix, development and strategy; product-market integration and new product development.
Design Thinking for Business This course introduces design thinking as a business problem solving approach. It overviews design thinking techniques and has hands on practice applying these to classic business challenges. It fosters creativity and teamwork in the increasingly ambiguous business world in which today's business leaders must compete.
Business to Business Marketing Covers analysis, planning, and strategy for marketing to business customers.
Advertising Provides an overview of the components of an integrated marketing communications plan, including setting objectives, message strategy, media strategy, and measuring effectiveness.
Applied Social Influence Introduces the principles of social influence and their applications in marketing.
E-Marketing (Social Media) Considers electronic technologies used for the marketing, selling, and distribution of goods and services. Students develop an understanding of opportunities and limitations and how to use these technologies to improve marketing practice.
Direct Marketing Examines the principles of direct marketing (precise targeting, segmentation, and promotion) and their application.
Branding Covers the art and science of branding, providing students with the concepts and models that are fundamental for building strong brands. Students will apply the concepts in case work and a “brand building” project.
Sales Management Investigates the theory and practice of sales management, including the determinants of sales performance and how sales and marketing executives can take actions to direct, influence, and control sales results.
Retailing Analyzes the retailing process, the environment in which it operates, and the functions that are performed.
Marketing for Managers Provides a thorough appreciation for the benefits and pitfalls of executing a customer orientation, and develops an appreciation of market segmentation as a process for opportunity analysis and prioritization in organizations. Major emphasis is given to those practices and procedures that yield long-term customer relationships.
Contemporary Issues in Marketing Deals with different topics each semester. See department for current topics.
Special Topics in Marketing Provides in-depth study of selected topics in marketing. Special offerings will be publicized on bulletin boards.
Individual Study Provides opportunity for student to pursue (independently) marketing topics of individual interest. Student secures a faculty supervisor and approval prior to registration.
Field Project in Marketing Introduces student teams to real marketing problems supplied by various organizations.


Today's Problems Solved by Tomorrow's Leaders

"UC’s Capstone project identified areas for growth, helped refocus our brand and reinforced our mission both internally and externally.” 

                                                                                                                       - Matt Kornau, CEO,Kaleidoscope

The Capstone experience is the culmination of the Master of Science in Marketing program. Unlike traditional classroom learning where the problem is identified in advance and students work through the solution, the Capstone requires students to diagnose the problem and then solve it using their academic foundation. Capstone projects simulate the business environment students will face as graduates of this elite masters program.

The Marketing Capstone program has helped organizations such as Procter & Gamble, United Way and GE Aviation by developing strategies for global expansion, innovation, competitive differentiation, brand building and more.

Prospective Capstone clients may select from among five distinct engagements depending on the needs of their company.  These client engagements vary in length, focus, program modules, and student effort.

1.  The “Explosive Growth” Engagement:   This program is for successful corporations seeking high growth through innovation and global market expansion.

2.  The “Competitive Differentiation” Engagement:  This program is for companies who want to regain or defend their marketplace position to achieve profitable growth.   

3.  The “Market Insights” Engagement:  This program is for non-profit and for-profit organizations needing deep insights about their current markets and customers.

4.  The “Brand Equity” Engagement:  This program is for non-profit and for-profit firms needing to clarify or establish its brand in the market place.

5.  The “Tactical Execution” Engagement:  This program is for companies seeking a quick fix or analysis to enhance their “go-to-market” effectiveness.

If you would like to have your organization's marketing issue considered as a capstone project, contact Professor Drew Boyd at (513) 556-4587 or


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About Marketing Capstone Project