"The Capstone was a phenomenal experience. I know I can hit the ground running in my new job. I am already building my action plan for when I start."
- Eric Miller, Class of 2010
The MS-Marketing is a 48 credit-hour program designed to provide a flexible and well-rounded curriculum to accommodate students with diverse educational backgrounds and experiences. Students will receive in-depth training in all areas of marketing, including strategy, innovation, branding, social media, market research, buyer behavior, product management and international marketing. 24 credit hours are completed through required core courses, with the remaining 24 credit hours completed through marketing and marketing-related electives. Full-time students may also elect to complete a self-secured internship or co-op during the summer quarter to more fully develop their experiential portfolio.
Basic Business Knowledge
Students enrolling in the MS-Marketing program are expected to have a basic understanding of business through undergraduate or graduate coursework. The Association to Advance Collegiate Schools of Business (AACSB) provides a requirement of basic business knowledge (BBK). Students holding business degrees from AACSB accredited institutions have satisfied this requirement; students who do not have a business degree or a degree from a non-AACSB accredited institution may also have fulfilled much of this requirement. Advisors at UC can help you determine your fulfillment of this requirement.
The basic business knowledge includes:
- Financial Accounting (22ACCT711)
- Financial Economics (22FIN725)
- Finance (22FIN713)
- Business Statistics and Quantitative Methods (22QA711)
and 1 of the following:
- Information Systems (22IS711)
- Leadership and Organizations (22MGMT714)
- Operations Management (22OM711)
BBK courses do not provide any credit for electives within the MS-Marketing degree. Students may complete BBK's before, during, or after completing marketing course requirements.
Required Core Courses (24 credit hours)
Four content courses are required by the MS-Marketing program and are considered vital for all marketing professionals:
- Marketing Strategy for Managers (22MKTG735) - 4 credit hours
- Marketing Research for Managers (22MKTG712) - 4 credit hours
- Consumer and Institutional Purchasing Behavior (22MKTG715) - 4 credit hours
- International Marketing for Managers (22MKTG731) - 4 credit hours
A two-quarter Capstone (22MKTG791 and 22MKTG792 - a total of 8 credit hours) is also required, and provides students with the opportunity to integrate and apply their academic foundation in an intensive, real-world-oriented project.
Marketing Electives (24 credit hours)
A variety of Marketing electives are offered throughout the academic year to provide MS-Marketing students with flexible options for customizing their experience and background. Electives are offered as either a 2 credit hour or 4 credit hour course. Any suitable combination of 2 credit hour and 4 credit hour electives can be selected to complete the 24 credit hours. MS-Marketing students may select from numerous Marketing electives, including:
- Systematic Innovation Tools
- Branding
- Social Media
- Design Thinking
- Qualitative Methods
- Product Development & Management
- Advertising Essentials
- Pricing
- Retailing
- Marketing Ethics
- Business-to-Business Marketing for Managers
- Services Marketing
- Direct Marketing
- Applied Social Influence
- E-Marketing for Managers
- Management of the Sales Function
Other marketing electives, including PhD seminars, may also be available to MS-Marketing students.
Additional Electives
To provide a well-rounded and customized experience, students may, upon prior approval from the MS-Marketing Program Director, also select non-marketing courses from other departments, including:
- Other College of Business Departments
- Communication
- Economics
- Psychology
- Sociology
Summer Quarter 2011 (optional)
22MKTG782 Business-to-Business Marketing
Meets 6/24 and 6/25 8:00am to 5:00pm
22MKTG841 Green Marketing
Meets 7/23 and 7/24 8:00-5:00pm
22MKTG733 Retailing
Meets 8/12, 8/13, 8/26 and 8/27 8:00-5:00pm
Autumn Quarter 2011
