Marketing

Master of Science in Marketing

Learn more about this degree

STEM Classification

The MSM is a graduate degree program with a STEM (Science, Technology, Engineering, and Mathematics) designation. Due to the demand of graduates with expertise in STEM fields, the Department of Homeland Security permits international students graduating from STEM programs to apply for a 24 month extension of their initial year of Optional Practical Training (OPT). For more detailed information, please visit the ISSO webpage.

MSM Curriculum

11-13 Courses
31-37 Credits

Program Length
Full-time in as few as 9 months
Part-time in as few as 16 months

Required Introductory Course (1 credit)

Must be taken on campus in first semester of program.

Credits:

1

Description:

SBS 700 is the first required course in Suffolk's graduate programs. The course is based on the precepts of experiential learning. Based on the idea that people learn best by participating in meaningful activities, this course provides students with the opportunity to learn about and experience first-hand the many complexities of business and the role of top managers. To accomplish this, students will work in small groups as they take on the roles of top managers in a hands-on behavioral simulation.

Prerequisite Courses (6 credits)

May be waived:

Credits:

3

Description:

At its core, marketing is about providing consumer value. The practice of doing this is changing constantly-driven by rapid and far-reaching changes in technology; globalization; and the evolution of consumer values, practices, and lifestyles. This course will present themes, theories, and trends that are critical for: 1. understanding the business of creating, capturing and sustaining value; 2. introducing students to the global, consumer, and technological realities of marketing in the 21st Century; and 3. providing students with a sound foundation to explore marketing in further depth in upper-level elective courses. This course also contains an experiential component. .


May be waived and substituted with MSM elective:

Credits:

3

Description:

This course introduces students to the concepts and applications of data analytics on large data sets for managerial decision making. Students will learn foundation skills needed to extract valuable information out of data, including various descriptive and predictive analytics techniques. Students develop knowledge of data visualization and interpretation coupled with conveying data, results and insights. Issues on data acquisition, storage and management will be discussed.

Marketing Core Courses (9 credits)

MKT 810 may be waived with MSM elective substitution. 

Prerequisites:

MBA-625, OR SBS-604, OR MBA-622; AND MBA-660

Credits:

3

Description:

This course explores the role of research in marketing decision-making, including the cost and value of information. The course uses cases and problems to explore problem definition, research design, sampling, questionnaire design, field methods, data analysis and reporting.

Prerequisites:

MBA 660

Credits:

3

Description:

This course is designed to provide you with both a sound theoretical and an applied approach to developing and implementing marketing strategy at multiple levels of the organization - corporate, division, strategic business unit, and product. Special emphasis will be placed on dealing with contemporary marketing issues in the highly competitive global environment. The course presentation will combine lectures, case studies, guest speakers, and a semester-long, team-based project.

Prerequisites:

MBA-660 (previously or concurrently)

Credits:

3

Description:

A key to successful marketing is cracking the code of consumer behavior. The scope of this course is analyzing consumer behavior both at home and abroad, particularly contrasting the emergent markets in the East with more established Western markets. This comparison highlights issues such as the role of consumption in negotiating modernity while honoring tradition, responses of consumers to innovations, the role of social class and status in consumption, and value placed on authenticity in different cultural milieus. This course is constructed in three modules. The first focuses on the globalization of consumption, the second on the adoption and consumption of innovations, and the last on special topics in cultural and cross-cultural studies.

Advanced Marketing Core Courses (6 credits)


Credits:

3

Description:

This course is designed to help students better understand, practice, and evaluate qualitative market research. The course introduces established and emerging research techniques which require students to actively engage in the process of conducting qualitative research (e.g., study design, data collection, analysis, reporting and storytelling). Statistical approaches including automated text analysis and content analysis are emphasized.

Prerequisites:

MKT-810 previously or concurrently

Credits:

3

Description:

In this course, students learn how data analytics transforms businesses and industries, using examples and case studies in multiple industries and contexts. Through applied examples, the use of statistical methods such as linear regression, logistic regression, factor analysis, decision trees, cluster analysis, and optimization will be demonstrated. Students will be using the statistical software, such as SPSS and R, to explore patterns in marketing datasets and build predictive models.

Marketing Internship (3 credits)

This course is required for students with no prior relevant work experience, and may be used as an elective for all other students.

May be waived.

Prerequisites:

SBS-700, SBS-604 and Instructor's approval.

Credits:

3

Description:

A semester long internship in a company, non-profit organization, or public agency in the Boston Metropolitan area, usually requiring the equivalent of at least one day per week on site. The internship project is described in a written proposal agreed upon by the company sponsor and faculty members. The intern must complete a mid-semester progress report, a final report and/or presentation.

Capstone Course (3 credits)

Should be taken as late in the program as possible.

Choose one:

Prerequisites:

Take MKIB-819, MKT-810, MKT-814, MKT-860, MKT-870; MS Marketing students only

Credits:

3

Description:

Students apply the social science research process in a marketing consulting project to solve a problem (or explore an opportunity) for a professional client. Students will engage in study design (to include qualitative and/or quantitative methods) data collection, and data analysis. Statistical analysis tools for bivariate analyses (t-tests, ANOVA, chi-square, correlations) and multivariate analyses (regression, factor analysis, cluster analysis, conjoint analysis) will be used. Students create and deliver a professional report and presentation to the client upon completion of the project.

Prerequisites:

Take MKIB-819, MKT-810, MKT-814, MKT-860, MKT-870; MS Marketing students only

Credits:

3

Description:

The thesis is an original research project that makes a contribution to the knowledge base of marketing. The student works individually with an advisor, a member of the Marketing faculty. The student is responsible for choosing a topic, designing the research study (may be qualitative and/or quantitative in nature), collecting and analyzing the data using statistical tools learned in the program, and writing the thesis. The faculty advisor offers guidance throughout the process and evaluates the final written research report.

Approved Electives by Discipline (9 Credits)

Students must complete nine (9) credits of electives, 800-level or higher (exception MBA 740), within the Sawyer Business School and from the approved MSM electives list. All courses listed within each of the concentrations, in addition to select electives, will meet the electives requirement.

Marketing

Prerequisites:

Take MBA 660;

Credits:

3

Description:

In many firms, the brand or portfolio of brands has become the most valuable asset requiring strategic management in order to secure the goals of the organization. Hence, developing strong brands for markets around the world has become increasingly important in today's global economy. This objective of this course is to examine appropriate theories, models and other tools to help make branding and communication decisions for brands globally. The course presentation will combine lectures, case studies, guest speakers and a semester long, team-based project.

Prerequisites:

MBA 660

Credits:

3

Description:

The application of marketing principles and practices to competition in global markets. The course emphasizes the skills necessary for cross-cultural marketing.

Prerequisites:

MBA-660

Credits:

3

Description:

SBS graduate level Global Product Innovation (GMC) offers exciting, valuable, and practical global product innovation experience with international educational and/or corporate partners. This project-based course is organized by the Suffolk Marketing Department and an overseas partner school. Teams, consisting of Suffolk Business students and students from the partner school, work on new product or service development and marketing projects targeting one or multiple international markets. The focus will be on the marketing function's input to the innovation process during the pre-launch and launch stages, covering a wide range of issues (such as global market selection, concept generation and evaluation, design and positioning, test marketing, and product launch and tracking). Students will collaborate via virtual teaming technology throughout the semester and report product or service design and marketing plan to the business clients or entering the SBS New Product Competition in the end of the semester. Through a hands-on product innovation project in the global context, students will develop an understanding of the global market dynamism, the diversity of global consumer needs and business practices, and the challenges and advantages of cross-cultural team collaboration.

Prerequisites:

MBA 660

Credits:

3

Description:

This course addresses the role of the sales manager in today's challenging business environment. As such, the course includes an understanding of direct sales, as well as all facets of sales management such as recruitment, compensation, and management of a sales force. The core of activity is lecture and case study.

Prerequisites:

MBA 660

Credits:

3

Description:

At the dawn of the 21st century, business and society is confronted with a confluence of factors ranging from widespread poverty," untapped business markets and issues of sustainability. The diverse sources of information that point to an uncertain future suggests that a ""business as usual"" approach has to be replaced with more proactive alternatives that address the needs of untapped markets\"

Prerequisites:

SBS-604, MKT-810 and MBA-660

Credits:

3

Description:

This course addresses the practical application of advanced digital marketing techniques. Topics include but are not limited to, advanced search engine optimization (SEO), design of search advertising campaigns across multiple digital platforms in highly competitive markets, analyzing the customer decision journey and, gleaning meaningful insights from user-generated content. Upon successful completion of this program, participants shall be able to independently apply a comprehensive set of digital analytics methodologies, to generate and interpret the actionable insights that enhances a firm's digital campaign and improve the customer experience in the digital space.

Prerequisites:

Take MBA-660

Credits:

3

Description:

This course is aimed to understand how to formulate and formalize effective marketing strategies in a world dominated by exponential technological change, and how to understand the logics of this disruptive change. Some of the questions the course will explore are what exponential technologies are and the impact that they have on industries, customer needs and expectations, and how firms can leverage their position to take advantage of these technologies by formulating agile and proactive marketing strategies.

Prerequisites:

MBA 660

Credits:

3

Description:

The foundational course in the digital marketing track this course focuses on the consumer of digital media and five big picture marketing strategy challenges confronting marketers in the new digital (mobile +social) marketing era. Challenge 1: Marketing to a smarter, more engaged, empowered consumer; Challenge 2: Marketing to a networked, collaborative, and more social consumer; Challenge 3: Marketing to a more distracted and fickle consumer; Challenge 4: Marketing to a unique, individual consumer; and Challenge 5: Marketing to prosumers or producer-consumers. The course takes on these big picture challenges thorough a deep engagement with and critical analysis of readings and cases. Given this focus the course demands thorough preparation for class and active engagement in the class discussion. The evaluation is assignment and project based.

Prerequisites:

SBS-700, SBS-604 and Instructor's approval.

Credits:

3

Description:

A semester long internship in a company, non-profit organization, or public agency in the Boston Metropolitan area, usually requiring the equivalent of at least one day per week on site. The internship project is described in a written proposal agreed upon by the company sponsor and faculty members. The intern must complete a mid-semester progress report, a final report and/or presentation.

Accounting

Credits:

3

Description:

Examines the concepts and practices of cost measurement: variable costing, cost-volume-profit analysis, goal setting and performance monitoring, standard costing, and variance analysis. Students learn how to prepare a financial plan for a business by constructing operating, working capital, and capital budgets. Students study and practice Excel skills and how those are used to build a financial plan, analyze the sensitivity of the financial plan to different changes, examine performance, and measure and control overhead costs. Students study data analytics techniques and perform analyses in support of decisions, such as pricing, setting product line and customer profitability policy, sourcing of products and services, and matching costing systems to strategy. For MSA, GCA, & MST students this is the first managerial accounting course you will take. For MBA students, this potential elective course builds upon concepts learned in MBA 640.

Information Systems and Operations Management

Credits:

3

Description:

Analyzes various real world business problems and explores the full scope of MS Excel's formulas, functions and features to create data models and present solutions. Students analyze data, design custom charts, graphs, PivotTables and Pivot charts, create three-dimensional workbooks, build links between files and endow worksheets with decision-making capabilities. Students conduct What-If Analysis, utilizing Scenario Manager, Solver, Data Tables and Goal Seek. This course provides the skills necessary to pass the Microsoft Office Specialist Certification in Excel.

Prerequisites:

This course was formerly ISOM-815

Credits:

3

Description:

Introduces the importance of information as an organizational resource, role of big data in organizations, and the application of tools to provide high quality information. Students will be able to select the most appropriate data management tool (e.g., SQL vs. non-SQL databases) to business scenarios. Develops the skills needed to succeed in today's big data environment through the application of data management techniques, cases and exercises. Students will become proficient in designing databases using entity relationship modeling and normalization, in building and querying databases of various sizes with Access and SQL (an industry standard), preparing high quality data and applying data visualizing techniques. Students will complete a series of business-oriented hands-on exercises, prepare cases, and complete projects on database design and big data.

Credits:

3

Description:

Predictive analytics make predictions about unknown future events. It is crucial for companies to ask the right questions, perform rigorous analysis, and take actions that will result in the most desirable outcomes. This course develops students' capability in applying the core concepts and techniques of predictive analytics to identify opportunity, recognize patterns, predict outcomes, and recommend optimal actions within the context of organizational decision-making. Topics include: business analytics life cycle, data pre- processing, linear and nonlinear regression, tree-based methods, model assessment and selection, and resampling methods.

Credits:

3

Description:

Introduces the fundamental principles of information and big data security. Security vulnerabilities, threats and risks will be analyzed. Common types of computer attacks and counter-attacks will be identified. Security technologies such as biometrics, firewalls, intrusion detection systems and cryptography systems will be applied in conjunction with human based safeguards. Business continuity and disaster recovery planning will be covered. Students will then learn how to design and build a layered security defense combining several of the above controls to address the different challenges to data security. The managerial concerns of security and privacy of information will be stressed including the legal and privacy issues. Best practices for planning and auditing security and privacy will then be covered.

Credits:

3

Description:

Introduces business intelligence and data analytics. Business intelligence and data analytics help organizations in strategic and operational decision making by improving performance management, optimizing customer relations, monitoring business activity, and improving decision support. On a macro-level, the class will discuss business cases for the adoption of business intelligence and data analytics. We will discuss technologies and processes for gathering, storing, accessing, and analyzing data to provide users with better insights and business decisions. On a micro-level, students will use a variety of tools to build their skills in analyzing data to solve business problems. In summary, this course provides a conceptual understanding of business data resources and the development of capabilities for data preparation, warehousing, selection, description, mining, interpretation, visualization, communication, and innovation.

Credits:

3

Description:

Introduces the fundamental principles and concepts for effective management of supply chains via performance drivers such as procurement, facilities, inventory, transportation, and pricing. No company can do better than its supply chain, a complex network of organizations that collaboratively manage transformation processes to deliver final products/services to customers. Managing a supply chain is a tremendous challenge for most firms which, paradoxically," can also be a crucial source of competitive advantage. This is also a ""how-to"" course with an extensive use of Excel for supply chain managers and analysts who can benefit from experiencing hands-on familiarity with modeling supply chain applications along with data analysis and interpretation."

Credits:

3

Description:

Introduces the basic principles, tools and technique of the Project Management Life Cycle with practical real-life examples and scenarios. The basic concepts will be studied within the framework of the Project Management Book of Knowledge (PMBOK (R)Guide) guidelines set forth by the Project Management Institute (PMI). Other project management framework will be described though not in detail. The course will attempt to help students understand the relationship between good project management and successful software management, development and implementation, and the best practices at each stage of project planning, execution, control and closure. The course will also help build skills to research, analyze and report project management case studies that illustrate the topics covered in this course. PMP(R) and (PMBOK(R)Guide) are registered marks of the Project Management Institute, Inc.

International Business

Prerequisites:

Please email Hillary Sabbagh at hsabbagh@suffolk.edu to register for a travel seminar.

Credits:

3

Description:

The Immersion course provides an opportunity for students to link their program work to hands-on experience and visits to real-life global companies. The highly experiential, intensive course combines classroom learning with a direct business and cultural experience. Students will work in teams directly for a client or several clients, solving real challenges, using their analytical skills, knowledge, and experience to develop feasible solutions. Required for all MBA students, the course will be offered globally or nationally to accommodate a variety of student needs.

Entrepreneurship

Credits:

3

Description:

Corporations place high importance on innovation and new product development for competitiveness and profitability. Since many companies are operating in a global environment," there's a need to find ways to harness the talent of people at multiple locations. This course is designed to teach global innovation and new product development using ""virtual team and connectivity"" techniques involving multiple locations/countries\"

Organizational Behavior

Credits:

3

Description:

Most employees will encounter difficult interpersonal situations at some point in their careers. This course focuses on the high costs of incivility to employee well-being and productivity. Students will reflect on their experiences, learn techniques to improve their communication skills, and experientially practice having difficult conversations. Topics such as abusive supervision, sexual harassment, and abnormal psychology will also be covered. Students will gain insight into how to cope with challenging interpersonal situations, address problematic behaviors, and develop more positive relationships in the workplace.

Strategy

Credits:

3

Description:

This course is designed to provide you the tools to analyze your organization's competitive situation and develop innovative strategies and proposals that disrupt your competition and are game changers for your industry. You will also learn how to develop blue ocean strategies that create new growth opportunities and bring new customers into your industry. Next, you will learn how to assess existing business models and design business models supportive of your overall innovation-based strategy offerings. Lastly, you will learn how to access and leverage external sources of innovative ideas through the processes of open innovation, including crowd sourcing and co creation and their application in diverse industry settings.

Marketing Learning Goals & Objectives

Learning Goals Learning Objectives
Demonstrate ability to apply analytical reasoning skills to marketing problems. (Analytical Reasoning)
  1. Identify the problem and related issues.
  2. Identify key assumptions.
  3. Generate salient alternatives.
  4. Examine the evidence and source of evidence.
  5. Identify conclusions, implications, and consequences.
Demonstrate in-depth knowledge of marketing principles, concepts, theories and frameworks and the role of marketing in business and society. (Depth of Knowledge)
  1. Understand and apply the marketing concept to evaluate marketing projects/programs.
  2. Understand the social science research process and utilize research methods/skills/technologies to solve marketing problems.
  3. Gain a holistic view of strategy and tactics in major areas including global marketing and product management.
  4. Gain an understanding of ethical issues in marketing.
Demonstrate effective oral communication skills. (Oral Communication)
  1. Organize the presentation effectively.
  2. Deliver the presentation with attention to volume, clarity, grammatical correctness and precision.
  3. Communicate with the audience.
  4. Use appropriate technology/communication aids effectively.
    Demonstrate effective written communication about marketing information. (Written Communication)
    1. Develop a topic with supporting details.
    2. Organize written communication effectively and logically.
    3. Use correct word choice and effective sentence structure.
    4. Employ normal conventions of spelling and grammar.
    5. Provide examples and supporting evidence.
    6. Communicate quantitative information in narrative form and with visual displays.

    Waiver & Transfer Policy

    MBA 660 and MKT 920 may be waived. MKT 810 and SBS 604 if waived, need to be substituted with an approved MSM elective. All waiver requests are evaluated upon a student's acceptance into the MSM Program and are waived during the student's first semester. 

    To waive a course, a student must have successfully completed equivalent academic coursework at the undergraduate/graduate level in the seven (7) years prior to MSM matriculation, and earned a grade of "B" or better. To substitute an approved elective for SBS 604 or MKT 810, a student must have successfully completed equivalent academic coursework at the undergraduate/graduate level in the seven (7) year prior to MSM matriculation, and earned a grade of "B" or better. Official transcripts must be provided (with English translation, if applicable). 

    All MSM students must complete a minimum of 31 graduate credits (10 courses and SBS 700) in the Sawyer Business School. 

    Transfer Credit Policy

    Any candidate seeking transfer credits, taken at the graduate level from an AACB accredited graduate program in business, will be reviewed on a case-by-case basis. These credits may be considered for transfer if the credits do not apply to a previously completed degree.

    Transfer credits must have earned a grade of "B" or better and be taken within seven (7) years prior to entering the Suffolk MSM program. However, at the discretion of the MSM program director, MSM required core courses may not be transferred if the subject material has changed significantly since completion. A maximum of six (6) credits of prerequisite, marketing core courses, electives may be considered for transfer.

    Transfer Credits from the Moakley Center for Public Management's Certificate Programs

    Students who have completed a certificate program through the Suffolk University Moakley Center for Public Management may have an opportunity to reduce credit requirements to an SBS graduate degree program (MBA, MMS, MSA, MST, MHA, MSBA, or MSM). All course waivers and/or transfers vary by program and are reviewed on a case-by-case basis by the respective SBS Graduate Programs Office.

    In order for a course to be considered it must meet the following criteria: must have an SBS graduate program course equivalent; received a grade of "B" or better; and successfully completed the certificate prior to enrolling in the SBS graduate degree program.

    Applicants must also meet the admission standards for the SBS Graduate degree program to which they are applying.

    Students Who Leave Boston Before their Degree is Complete

    Occasionally, Suffolk MSM students must leave the Boston area having not yet completed their degree. You may be able to transfer in six credits of elective courses from an AACSB-accredited MSM close to your new place of residence. Courses must be pre-approved by Suffolk’s assistant dean of graduate programs and have a grade of "B" or better.

    Marketing Concentrations

    MSM Concentrations

    Three electives must be taken within the Sawyer Business School and be 800 level or above (exception MBA 740). If a concentration is declared, three electives must be completed in one concentration area. Concentrations include: Global Marketing, Market Research and Customer Insights, or Product Management. The schedule of when courses within a concentration are offered vary by semester.

    Students who declare a concentration must submit an SBS Graduate Program Concentration Request Form. Students are encouraged to meet with their advisor before they declare a concentration.

    The concentration appears on the transcript, not the diploma.

    Global Marketing Concentration

    Learn how to assess foreign market attractiveness, formulate marketing plans for global market entry and expansion, and devise marketing strategies in multiple areas of the world. Experience global marketing first-hand through an international travel course to cap off your MSM program.

    Electives for Global Marketing (3 courses, 9 credits)

    Choose three (3) from the following:

    Prerequisites:

    Please email Hillary Sabbagh at hsabbagh@suffolk.edu to register for a travel seminar.

    Credits:

    3

    Description:

    The Immersion course provides an opportunity for students to link their program work to hands-on experience and visits to real-life global companies. The highly experiential, intensive course combines classroom learning with a direct business and cultural experience. Students will work in teams directly for a client or several clients, solving real challenges, using their analytical skills, knowledge, and experience to develop feasible solutions. Required for all MBA students, the course will be offered globally or nationally to accommodate a variety of student needs.

    Credits:

    3

    Description:

    Corporations place high importance on innovation and new product development for competitiveness and profitability. Since many companies are operating in a global environment," there's a need to find ways to harness the talent of people at multiple locations. This course is designed to teach global innovation and new product development using ""virtual team and connectivity"" techniques involving multiple locations/countries\"

    Prerequisites:

    Take MBA 660;

    Credits:

    3

    Description:

    In many firms, the brand or portfolio of brands has become the most valuable asset requiring strategic management in order to secure the goals of the organization. Hence, developing strong brands for markets around the world has become increasingly important in today's global economy. This objective of this course is to examine appropriate theories, models and other tools to help make branding and communication decisions for brands globally. The course presentation will combine lectures, case studies, guest speakers and a semester long, team-based project.

    Prerequisites:

    MBA 660

    Credits:

    3

    Description:

    The application of marketing principles and practices to competition in global markets. The course emphasizes the skills necessary for cross-cultural marketing.

    Prerequisites:

    MBA 660

    Credits:

    3

    Description:

    At the dawn of the 21st century, business and society is confronted with a confluence of factors ranging from widespread poverty," untapped business markets and issues of sustainability. The diverse sources of information that point to an uncertain future suggests that a ""business as usual"" approach has to be replaced with more proactive alternatives that address the needs of untapped markets\"

    Prerequisites:

    MBA-660

    Credits:

    3

    Description:

    SBS graduate level Global Product Innovation (GMC) offers exciting, valuable, and practical global product innovation experience with international educational and/or corporate partners. This project-based course is organized by the Suffolk Marketing Department and an overseas partner school. Teams, consisting of Suffolk Business students and students from the partner school, work on new product or service development and marketing projects targeting one or multiple international markets. The focus will be on the marketing function's input to the innovation process during the pre-launch and launch stages, covering a wide range of issues (such as global market selection, concept generation and evaluation, design and positioning, test marketing, and product launch and tracking). Students will collaborate via virtual teaming technology throughout the semester and report product or service design and marketing plan to the business clients or entering the SBS New Product Competition in the end of the semester. Through a hands-on product innovation project in the global context, students will develop an understanding of the global market dynamism, the diversity of global consumer needs and business practices, and the challenges and advantages of cross-cultural team collaboration.

    Prerequisites:

    SBS-604, MKT-810 and MBA-660

    Credits:

    3

    Description:

    This course addresses the practical application of advanced digital marketing techniques. Topics include but are not limited to, advanced search engine optimization (SEO), design of search advertising campaigns across multiple digital platforms in highly competitive markets, analyzing the customer decision journey and, gleaning meaningful insights from user-generated content. Upon successful completion of this program, participants shall be able to independently apply a comprehensive set of digital analytics methodologies, to generate and interpret the actionable insights that enhances a firm's digital campaign and improve the customer experience in the digital space.

    Prerequisites:

    Take MBA-660

    Credits:

    3

    Description:

    This course is aimed to understand how to formulate and formalize effective marketing strategies in a world dominated by exponential technological change, and how to understand the logics of this disruptive change. Some of the questions the course will explore are what exponential technologies are and the impact that they have on industries, customer needs and expectations, and how firms can leverage their position to take advantage of these technologies by formulating agile and proactive marketing strategies.

    Prerequisites:

    SBS-700, SBS-604 and Instructor's approval.

    Credits:

    3

    Description:

    A semester long internship in a company, non-profit organization, or public agency in the Boston Metropolitan area, usually requiring the equivalent of at least one day per week on site. The internship project is described in a written proposal agreed upon by the company sponsor and faculty members. The intern must complete a mid-semester progress report, a final report and/or presentation.

    Credits:

    3

    Description:

    Introduces the fundamental principles of information and big data security. Security vulnerabilities, threats and risks will be analyzed. Common types of computer attacks and counter-attacks will be identified. Security technologies such as biometrics, firewalls, intrusion detection systems and cryptography systems will be applied in conjunction with human based safeguards. Business continuity and disaster recovery planning will be covered. Students will then learn how to design and build a layered security defense combining several of the above controls to address the different challenges to data security. The managerial concerns of security and privacy of information will be stressed including the legal and privacy issues. Best practices for planning and auditing security and privacy will then be covered.

    Credits:

    3

    Description:

    Most employees will encounter difficult interpersonal situations at some point in their careers. This course focuses on the high costs of incivility to employee well-being and productivity. Students will reflect on their experiences, learn techniques to improve their communication skills, and experientially practice having difficult conversations. Topics such as abusive supervision, sexual harassment, and abnormal psychology will also be covered. Students will gain insight into how to cope with challenging interpersonal situations, address problematic behaviors, and develop more positive relationships in the workplace.

    Market Research & Customer Insights Concentration

    Demand for market research and analytic skills is high in most industries today. You will develop knowledge and skills to design and implement qualitative and/or quantitative research studies, analyze data, and extract insights to inform high-quality strategic marketing decision-making.

    Electives for Market Research & Customer Insights (3 courses, 9 credits)

    Choose three (3) from the following:

    Credits:

    3

    Description:

    Analyzes various real world business problems and explores the full scope of MS Excel's formulas, functions and features to create data models and present solutions. Students analyze data, design custom charts, graphs, PivotTables and Pivot charts, create three-dimensional workbooks, build links between files and endow worksheets with decision-making capabilities. Students conduct What-If Analysis, utilizing Scenario Manager, Solver, Data Tables and Goal Seek. This course provides the skills necessary to pass the Microsoft Office Specialist Certification in Excel.

    Prerequisites:

    This course was formerly ISOM-815

    Credits:

    3

    Description:

    Introduces the importance of information as an organizational resource, role of big data in organizations, and the application of tools to provide high quality information. Students will be able to select the most appropriate data management tool (e.g., SQL vs. non-SQL databases) to business scenarios. Develops the skills needed to succeed in today's big data environment through the application of data management techniques, cases and exercises. Students will become proficient in designing databases using entity relationship modeling and normalization, in building and querying databases of various sizes with Access and SQL (an industry standard), preparing high quality data and applying data visualizing techniques. Students will complete a series of business-oriented hands-on exercises, prepare cases, and complete projects on database design and big data.

    Credits:

    3

    Description:

    Predictive analytics make predictions about unknown future events. It is crucial for companies to ask the right questions, perform rigorous analysis, and take actions that will result in the most desirable outcomes. This course develops students' capability in applying the core concepts and techniques of predictive analytics to identify opportunity, recognize patterns, predict outcomes, and recommend optimal actions within the context of organizational decision-making. Topics include: business analytics life cycle, data pre- processing, linear and nonlinear regression, tree-based methods, model assessment and selection, and resampling methods.

    Credits:

    3

    Description:

    Introduces the fundamental principles of information and big data security. Security vulnerabilities, threats and risks will be analyzed. Common types of computer attacks and counter-attacks will be identified. Security technologies such as biometrics, firewalls, intrusion detection systems and cryptography systems will be applied in conjunction with human based safeguards. Business continuity and disaster recovery planning will be covered. Students will then learn how to design and build a layered security defense combining several of the above controls to address the different challenges to data security. The managerial concerns of security and privacy of information will be stressed including the legal and privacy issues. Best practices for planning and auditing security and privacy will then be covered.

    Credits:

    3

    Description:

    Introduces business intelligence and data analytics. Business intelligence and data analytics help organizations in strategic and operational decision making by improving performance management, optimizing customer relations, monitoring business activity, and improving decision support. On a macro-level, the class will discuss business cases for the adoption of business intelligence and data analytics. We will discuss technologies and processes for gathering, storing, accessing, and analyzing data to provide users with better insights and business decisions. On a micro-level, students will use a variety of tools to build their skills in analyzing data to solve business problems. In summary, this course provides a conceptual understanding of business data resources and the development of capabilities for data preparation, warehousing, selection, description, mining, interpretation, visualization, communication, and innovation.

    Credits:

    3

    Description:

    Introduces the fundamental principles and concepts for effective management of supply chains via performance drivers such as procurement, facilities, inventory, transportation, and pricing. No company can do better than its supply chain, a complex network of organizations that collaboratively manage transformation processes to deliver final products/services to customers. Managing a supply chain is a tremendous challenge for most firms which, paradoxically," can also be a crucial source of competitive advantage. This is also a ""how-to"" course with an extensive use of Excel for supply chain managers and analysts who can benefit from experiencing hands-on familiarity with modeling supply chain applications along with data analysis and interpretation."

    Credits:

    3

    Description:

    Introduces the basic principles, tools and technique of the Project Management Life Cycle with practical real-life examples and scenarios. The basic concepts will be studied within the framework of the Project Management Book of Knowledge (PMBOK (R)Guide) guidelines set forth by the Project Management Institute (PMI). Other project management framework will be described though not in detail. The course will attempt to help students understand the relationship between good project management and successful software management, development and implementation, and the best practices at each stage of project planning, execution, control and closure. The course will also help build skills to research, analyze and report project management case studies that illustrate the topics covered in this course. PMP(R) and (PMBOK(R)Guide) are registered marks of the Project Management Institute, Inc.

    Credits:

    3

    Description:

    Most employees will encounter difficult interpersonal situations at some point in their careers. This course focuses on the high costs of incivility to employee well-being and productivity. Students will reflect on their experiences, learn techniques to improve their communication skills, and experientially practice having difficult conversations. Topics such as abusive supervision, sexual harassment, and abnormal psychology will also be covered. Students will gain insight into how to cope with challenging interpersonal situations, address problematic behaviors, and develop more positive relationships in the workplace.

    Prerequisites:

    MBA-660

    Credits:

    3

    Description:

    SBS graduate level Global Product Innovation (GMC) offers exciting, valuable, and practical global product innovation experience with international educational and/or corporate partners. This project-based course is organized by the Suffolk Marketing Department and an overseas partner school. Teams, consisting of Suffolk Business students and students from the partner school, work on new product or service development and marketing projects targeting one or multiple international markets. The focus will be on the marketing function's input to the innovation process during the pre-launch and launch stages, covering a wide range of issues (such as global market selection, concept generation and evaluation, design and positioning, test marketing, and product launch and tracking). Students will collaborate via virtual teaming technology throughout the semester and report product or service design and marketing plan to the business clients or entering the SBS New Product Competition in the end of the semester. Through a hands-on product innovation project in the global context, students will develop an understanding of the global market dynamism, the diversity of global consumer needs and business practices, and the challenges and advantages of cross-cultural team collaboration.

    Prerequisites:

    MBA 660

    Credits:

    3

    Description:

    This course addresses the role of the sales manager in today's challenging business environment. As such, the course includes an understanding of direct sales, as well as all facets of sales management such as recruitment, compensation, and management of a sales force. The core of activity is lecture and case study.

    Prerequisites:

    SBS-604, MKT-810 and MBA-660

    Credits:

    3

    Description:

    This course addresses the practical application of advanced digital marketing techniques. Topics include but are not limited to, advanced search engine optimization (SEO), design of search advertising campaigns across multiple digital platforms in highly competitive markets, analyzing the customer decision journey and, gleaning meaningful insights from user-generated content. Upon successful completion of this program, participants shall be able to independently apply a comprehensive set of digital analytics methodologies, to generate and interpret the actionable insights that enhances a firm's digital campaign and improve the customer experience in the digital space.

    Prerequisites:

    Take MBA-660

    Credits:

    3

    Description:

    This course is aimed to understand how to formulate and formalize effective marketing strategies in a world dominated by exponential technological change, and how to understand the logics of this disruptive change. Some of the questions the course will explore are what exponential technologies are and the impact that they have on industries, customer needs and expectations, and how firms can leverage their position to take advantage of these technologies by formulating agile and proactive marketing strategies.

    Prerequisites:

    MBA 660

    Credits:

    3

    Description:

    The foundational course in the digital marketing track this course focuses on the consumer of digital media and five big picture marketing strategy challenges confronting marketers in the new digital (mobile +social) marketing era. Challenge 1: Marketing to a smarter, more engaged, empowered consumer; Challenge 2: Marketing to a networked, collaborative, and more social consumer; Challenge 3: Marketing to a more distracted and fickle consumer; Challenge 4: Marketing to a unique, individual consumer; and Challenge 5: Marketing to prosumers or producer-consumers. The course takes on these big picture challenges thorough a deep engagement with and critical analysis of readings and cases. Given this focus the course demands thorough preparation for class and active engagement in the class discussion. The evaluation is assignment and project based.

    Product Management Concentration

    Gain broad understanding about marketing management in terms of product/service development and delivery, brand strategy, pricing decisions, sales forecasting, and innovative ways in which to communicate and engage with customers.

    Electives for Product Management (3 courses, 9 credits)

    Choose three (3) from the following:

    Credits:

    3

    Description:

    Examines the concepts and practices of cost measurement: variable costing, cost-volume-profit analysis, goal setting and performance monitoring, standard costing, and variance analysis. Students learn how to prepare a financial plan for a business by constructing operating, working capital, and capital budgets. Students study and practice Excel skills and how those are used to build a financial plan, analyze the sensitivity of the financial plan to different changes, examine performance, and measure and control overhead costs. Students study data analytics techniques and perform analyses in support of decisions, such as pricing, setting product line and customer profitability policy, sourcing of products and services, and matching costing systems to strategy. For MSA, GCA, & MST students this is the first managerial accounting course you will take. For MBA students, this potential elective course builds upon concepts learned in MBA 640.

    Credits:

    3

    Description:

    Introduces the fundamental principles of information and big data security. Security vulnerabilities, threats and risks will be analyzed. Common types of computer attacks and counter-attacks will be identified. Security technologies such as biometrics, firewalls, intrusion detection systems and cryptography systems will be applied in conjunction with human based safeguards. Business continuity and disaster recovery planning will be covered. Students will then learn how to design and build a layered security defense combining several of the above controls to address the different challenges to data security. The managerial concerns of security and privacy of information will be stressed including the legal and privacy issues. Best practices for planning and auditing security and privacy will then be covered.

    Credits:

    3

    Description:

    Corporations place high importance on innovation and new product development for competitiveness and profitability. Since many companies are operating in a global environment," there's a need to find ways to harness the talent of people at multiple locations. This course is designed to teach global innovation and new product development using ""virtual team and connectivity"" techniques involving multiple locations/countries\"

    Credits:

    3

    Description:

    Most employees will encounter difficult interpersonal situations at some point in their careers. This course focuses on the high costs of incivility to employee well-being and productivity. Students will reflect on their experiences, learn techniques to improve their communication skills, and experientially practice having difficult conversations. Topics such as abusive supervision, sexual harassment, and abnormal psychology will also be covered. Students will gain insight into how to cope with challenging interpersonal situations, address problematic behaviors, and develop more positive relationships in the workplace.

    Credits:

    3

    Description:

    This course is designed to provide you the tools to analyze your organization's competitive situation and develop innovative strategies and proposals that disrupt your competition and are game changers for your industry. You will also learn how to develop blue ocean strategies that create new growth opportunities and bring new customers into your industry. Next, you will learn how to assess existing business models and design business models supportive of your overall innovation-based strategy offerings. Lastly, you will learn how to access and leverage external sources of innovative ideas through the processes of open innovation, including crowd sourcing and co creation and their application in diverse industry settings.

    Prerequisites:

    Take MBA 660;

    Credits:

    3

    Description:

    In many firms, the brand or portfolio of brands has become the most valuable asset requiring strategic management in order to secure the goals of the organization. Hence, developing strong brands for markets around the world has become increasingly important in today's global economy. This objective of this course is to examine appropriate theories, models and other tools to help make branding and communication decisions for brands globally. The course presentation will combine lectures, case studies, guest speakers and a semester long, team-based project.

    Prerequisites:

    MBA-660

    Credits:

    3

    Description:

    SBS graduate level Global Product Innovation (GMC) offers exciting, valuable, and practical global product innovation experience with international educational and/or corporate partners. This project-based course is organized by the Suffolk Marketing Department and an overseas partner school. Teams, consisting of Suffolk Business students and students from the partner school, work on new product or service development and marketing projects targeting one or multiple international markets. The focus will be on the marketing function's input to the innovation process during the pre-launch and launch stages, covering a wide range of issues (such as global market selection, concept generation and evaluation, design and positioning, test marketing, and product launch and tracking). Students will collaborate via virtual teaming technology throughout the semester and report product or service design and marketing plan to the business clients or entering the SBS New Product Competition in the end of the semester. Through a hands-on product innovation project in the global context, students will develop an understanding of the global market dynamism, the diversity of global consumer needs and business practices, and the challenges and advantages of cross-cultural team collaboration.

    Prerequisites:

    MBA 660

    Credits:

    3

    Description:

    This course addresses the role of the sales manager in today's challenging business environment. As such, the course includes an understanding of direct sales, as well as all facets of sales management such as recruitment, compensation, and management of a sales force. The core of activity is lecture and case study.

    Prerequisites:

    SBS-604, MKT-810 and MBA-660

    Credits:

    3

    Description:

    This course addresses the practical application of advanced digital marketing techniques. Topics include but are not limited to, advanced search engine optimization (SEO), design of search advertising campaigns across multiple digital platforms in highly competitive markets, analyzing the customer decision journey and, gleaning meaningful insights from user-generated content. Upon successful completion of this program, participants shall be able to independently apply a comprehensive set of digital analytics methodologies, to generate and interpret the actionable insights that enhances a firm's digital campaign and improve the customer experience in the digital space.

    Prerequisites:

    Take MBA-660

    Credits:

    3

    Description:

    This course is aimed to understand how to formulate and formalize effective marketing strategies in a world dominated by exponential technological change, and how to understand the logics of this disruptive change. Some of the questions the course will explore are what exponential technologies are and the impact that they have on industries, customer needs and expectations, and how firms can leverage their position to take advantage of these technologies by formulating agile and proactive marketing strategies.

    Prerequisites:

    MBA 660

    Credits:

    3

    Description:

    The foundational course in the digital marketing track this course focuses on the consumer of digital media and five big picture marketing strategy challenges confronting marketers in the new digital (mobile +social) marketing era. Challenge 1: Marketing to a smarter, more engaged, empowered consumer; Challenge 2: Marketing to a networked, collaborative, and more social consumer; Challenge 3: Marketing to a more distracted and fickle consumer; Challenge 4: Marketing to a unique, individual consumer; and Challenge 5: Marketing to prosumers or producer-consumers. The course takes on these big picture challenges thorough a deep engagement with and critical analysis of readings and cases. Given this focus the course demands thorough preparation for class and active engagement in the class discussion. The evaluation is assignment and project based.

    Graduate Certificate in Marketing

    Learn more about this certificate
     


    Curriculum

    5 Courses
    15 Credits

    Program Length
    Part-time in as few at 9 months

    Required Courses (15 credits)

    Credits:

    3

    Description:

    This course introduces students to the concepts and applications of data analytics on large data sets for managerial decision making. Students will learn foundation skills needed to extract valuable information out of data, including various descriptive and predictive analytics techniques. Students develop knowledge of data visualization and interpretation coupled with conveying data, results and insights. Issues on data acquisition, storage and management will be discussed.

    Credits:

    3

    Description:

    At its core, marketing is about providing consumer value. The practice of doing this is changing constantly-driven by rapid and far-reaching changes in technology; globalization; and the evolution of consumer values, practices, and lifestyles. This course will present themes, theories, and trends that are critical for: 1. understanding the business of creating, capturing and sustaining value; 2. introducing students to the global, consumer, and technological realities of marketing in the 21st Century; and 3. providing students with a sound foundation to explore marketing in further depth in upper-level elective courses. This course also contains an experiential component. .

    Prerequisites:

    MBA-660 (previously or concurrently)

    Credits:

    3

    Description:

    A key to successful marketing is cracking the code of consumer behavior. The scope of this course is analyzing consumer behavior both at home and abroad, particularly contrasting the emergent markets in the East with more established Western markets. This comparison highlights issues such as the role of consumption in negotiating modernity while honoring tradition, responses of consumers to innovations, the role of social class and status in consumption, and value placed on authenticity in different cultural milieus. This course is constructed in three modules. The first focuses on the globalization of consumption, the second on the adoption and consumption of innovations, and the last on special topics in cultural and cross-cultural studies.

    Prerequisites:

    MBA-625, OR SBS-604, OR MBA-622; AND MBA-660

    Credits:

    3

    Description:

    This course explores the role of research in marketing decision-making, including the cost and value of information. The course uses cases and problems to explore problem definition, research design, sampling, questionnaire design, field methods, data analysis and reporting.

    Prerequisites:

    MBA 660

    Credits:

    3

    Description:

    This course is designed to provide you with both a sound theoretical and an applied approach to developing and implementing marketing strategy at multiple levels of the organization - corporate, division, strategic business unit, and product. Special emphasis will be placed on dealing with contemporary marketing issues in the highly competitive global environment. The course presentation will combine lectures, case studies, guest speakers, and a semester-long, team-based project.


    Course Substitution Policy

    To substitute a marketing certificate course with an approved elective, a student must have successfully completed equivalent academic coursework at the undergraduate/graduate level in the seven (7) years prior to matriculation ("B" or better) and provide official transcripts (with English translation, if applicable). A maximum of 3 credits of coursework can be substituted.

    Candidates who apply within one year of completing their graduate certificate will have applicable courses applied to Sawyer Business School (SBS) graduate degree programs in the same discipline as the certificate as long a grade of "B" or better was earned in the course.

    Candidates who apply to a degree program, different from their certificate program’s discipline area or beyond one year, will have coursework evaluated on a case by case basis for relevancy, current degree requirements and current Sawyer Business School waiver and transfer policies.

    Graduate Certificate in Marketing Research

    Learn more about this certificate

     


    Curriculum

    5 Courses
    15 Credits

    Program Length
    Part-time in as few as 9 months

    Required Courses (15 credits)

    Credits:

    3

    Description:

    This course introduces students to the concepts and applications of data analytics on large data sets for managerial decision making. Students will learn foundation skills needed to extract valuable information out of data, including various descriptive and predictive analytics techniques. Students develop knowledge of data visualization and interpretation coupled with conveying data, results and insights. Issues on data acquisition, storage and management will be discussed.

    Credits:

    3

    Description:

    At its core, marketing is about providing consumer value. The practice of doing this is changing constantly-driven by rapid and far-reaching changes in technology; globalization; and the evolution of consumer values, practices, and lifestyles. This course will present themes, theories, and trends that are critical for: 1. understanding the business of creating, capturing and sustaining value; 2. introducing students to the global, consumer, and technological realities of marketing in the 21st Century; and 3. providing students with a sound foundation to explore marketing in further depth in upper-level elective courses. This course also contains an experiential component. .

    Prerequisites:

    MBA-625, OR SBS-604, OR MBA-622; AND MBA-660

    Credits:

    3

    Description:

    This course explores the role of research in marketing decision-making, including the cost and value of information. The course uses cases and problems to explore problem definition, research design, sampling, questionnaire design, field methods, data analysis and reporting.

    Credits:

    3

    Description:

    This course is designed to help students better understand, practice, and evaluate qualitative market research. The course introduces established and emerging research techniques which require students to actively engage in the process of conducting qualitative research (e.g., study design, data collection, analysis, reporting and storytelling). Statistical approaches including automated text analysis and content analysis are emphasized.

    Prerequisites:

    MKT-810 previously or concurrently

    Credits:

    3

    Description:

    In this course, students learn how data analytics transforms businesses and industries, using examples and case studies in multiple industries and contexts. Through applied examples, the use of statistical methods such as linear regression, logistic regression, factor analysis, decision trees, cluster analysis, and optimization will be demonstrated. Students will be using the statistical software, such as SPSS and R, to explore patterns in marketing datasets and build predictive models.


    Course Substitution Policy

    To substitute a marketing research certificate course with an approved elective, a student must have successfully completed equivalent academic coursework at the undergraduate/graduate level in the seven (7) years prior to matriculation ("B" or better) and provide official transcripts (with English translation, if applicable). A maximum of 3 credits of coursework can be substituted.

    Candidates who apply within one year of completing their graduate certificate will have applicable courses applied to Sawyer Business School (SBS) graduate degree programs in the same discipline as the certificate as long a grade of "B" or better was earned in the course.

    Candidates who apply to a degree program, different from their certificate program’s discipline area or beyond one year, will have coursework evaluated on a case by case basis for relevancy, current degree requirements and current Sawyer Business School waiver and transfer policies.