MSM Fall 2023 Curriculum
Our redesigned MS in Marketing curriculum gives students the flexibility and freedom to choose the courses they need to develop their skills, advance their careers, and make an impact in the field of marketing. Students will graduate equipped with a comprehensive and hands-on education in marketing, including required courses in consumer behavior, qualitative methods, and customer-centricity.
In today’s data-driven world, it is imperative that marketers understand how to use leading data analytics tools to inform strategic marketing decisions. That’s why our redesigned curriculum allows students to specialize in their data analytics training in Python, R, or SAS. In addition, MSM students can further curate their degree to align with their career goals by customizing their capstone project and experiential course offering, as well as choose a concentration in Marketing Analytics & Insights, Digital Marketing, or Customer Experience. Students will still have the opportunity to take elective courses offered by our department or across other disciplines to complement their core courses.
MS in Marketing
View Curriculum
| Courses | Credits |
|---|---|
| Marketing Core Courses (12-15 credits) | |
| MKT 810 Marketing Research for Managers* | 3 |
| MKT 815 Marketing Foundations and Strategy* | 3 |
| MKT 819 Global Perspectives in Consumer Marketing | 3 |
| MKT 850 Customer Centricity | 3 |
| MKT 860 Qualitative Methods and Consumer Insights | 3 |
| Marketing Analytics Courses (6 credits), Choose 2 | |
| ISOM 631 Data Analytics with SAS Base | 3 |
| MKT 869 Machine Learning for Marketing | 3 |
| MKT 870 Advanced Marketing Analytics with R | 3 |
| Capstone Course (3 credits). Choose 1 | |
| MKT 898 Consulting Project | 3 |
| MKT 899 Masters Thesis | 3 |
| MKT 818 Global Product Innovation | 3 |
| Marketing Experiential Course* (3 credits). Choose 1 | |
| MKT 910 Independent Study | 3 |
| MKT 920 Internship | 3 |
| MKT 930 Practicum | 3 |
| MSM Electives (9 credits) | |
| Approved MSM Elective 1 | 3 |
| Approved MSM Elective 2 | 3 |
| Approved MSM Elective 3 | 3 |
| Total credits | 30-36 |
*MKT 810, the Marketing Experiential, and MKT 815 may be waived. If waived, MKT 815 must be substituted with an MKT elective.
Want to enhance your skillset even further? Pursue one of our dual degree options and pair marketing expertise with another academic discipline. Dual degrees combine the content of two graduate programs into one accelerated format, saving you time and expanding your knowledge. Complement the MSM with a Master of Business Administration or MS in Business Analytics.
MSBA/MSM Dual Degree
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| Courses | Credit(s) |
|---|---|
| Introductory MSBA Course (1 credit) | |
| ISOM 700 Your Professional Future | 1 |
| Marketing Core Courses (15 credits) | |
| MKT 810 Marketing Research for Managers* | 3 |
| MKT 815 Marketing Foundations and Strategy* | 3 |
| MKT 819 Global Perspectives in Consumer Marketing | 3 |
| MKT 850 Customer Centricity | 3 |
| MKT 860 Qualitative Methods and Consumer Insights | 3 |
| Marketing Analytics Courses (3 credits). Choose 1. | |
| MKT 869 Machine Learning for Marketing | 3 |
| MKT 870 Advanced Marketing Analytics with R | 3 |
| Business Analytics Core Courses (18 credits) | |
| ISOM 631 Data Analytics with SAS Base | 3 |
| ISOM 801 Solving Business Problems Using Advanced Excel (if waived, must be substituted with ISOM elective) | 3 |
| ISOM 821 Data Management and Modeling | 3 |
| ISOM 825 Enterprise Data Management | 3 |
| ISOM 827 Data Warehouse and Business Intelligence | 3 |
| ISOM 835 Predictive Analytics | 3 |
| Capstone Course (3 credits). Choose 1 | |
| MKT 898 Consulting Project | 3 |
| MKT 899 Masters Thesis | 3 |
| MKT 818 Global Product Innovation | 3 |
| MSBA Capstone (3 credits) | |
| ISOM 837 From Data Mining to Business Insights | 3 |
| Marketing Experiential Course* (3 credits). Choose 1 | |
| MKT 910 Independent Study | 3 |
| MKT 920 Internship | 3 |
| MKT 930 Practicum | 3 |
| Total Credits | 46 |
*MKT 810, the Marketing Experiential, and MKT 815 may be waived. If waived, all must be substituted with MSM electives.
MBA/MSM Dual Degree
For candidates with a qualified undergraduate degree in business.
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| Courses | Credit(s) |
|---|---|
| Introductory Courses (8 credits) | |
| MBA 700 Leadership Lab | 1 |
| MBA 701 Values Based Decision Making | 1 |
| MBA 710 Understanding World Class Clusters | 3 |
| MBA 721 Collaborate | 3 |
| Understanding Business Fundamentals (6 credits) | |
| MBA 730 Innovate: Entrepreneurial Thinking, IT & Business Law | 3 |
| MBA 740 Immerse: Travel Seminar | 3 |
| Marketing Core Courses (12-15 credits) | |
| MKT 810 Marketing Research for Managers* | 3 |
| MKT 815 Marketing Foundations and Strategy* | 3 |
| MKT 819 Global Perspectives in Consumer Marketing | 3 |
| MKT 850 Customer Centricity | 3 |
| MKT 860 Qualitative Methods and Consumer Insights | 3 |
| Marketing Analytics Courses (6 credits), Choose 2 | |
| ISOM 631 Data Analytics with SAS Base | 3 |
| MKT 869 Machine Learning for Marketing | 3 |
| MKT 870 Advanced Marketing Analytics with R | 3 |
| Construct the Big Picture (7 credits) | |
| MBA 745 Contextualizing Values Based Decision Making | 1 |
| MBA 750 Building Global Connections | 3 |
| MBA 760 World Class Strategies | 3 |
| MBA Capstone (3 credits) | |
| MBA 770 Leading and Implementing Change | 3 |
| Capstone Course (3 credits). Choose 1 | |
| MKT 898 Consulting Project | 3 |
| MKT 899 Masters Thesis | 3 |
| MKT 818 Global Product Innovation | 3 |
| Marketing Experiential Course* (3 credits). Choose 1 | |
| MKT 910 Independent Study | 3 |
| MKT 920 Internship | 3 |
| MKT 930 Practicum | 3 |
| MSM Electives (6 credits) | |
| Approved MSM Elective 1 | 3 |
| Approved MSM Elective 2 | 3 |
| Total Credits | 51-57 |
*MKT 810, the Marketing Experiential, and MKT 815 may be waived. If waived, MKT 815 must be substituted with an MKT elective.
MBA Business Essentials/MSM Dual Degree
For candidates from a non-business undergraduate program.
View Curriculum
| Courses | Credit(s) |
|---|---|
| Introductory Courses (8 credits) | |
| MBA 700 Leadership Lab | 1 |
| MBA 701 Values Based Decision Making | 1 |
| MBA 710 Understanding World Class Clusters | 3 |
| MBA 721 Collaborate | 3 |
| Business Fundamental Courses (7.5 credits) | |
| MBA 641 Financial Information for Business Management | 1.5 |
| MBA 651 Financial Management for Business Decisions | 1.5 |
| MBA 671 Operations Management in a Competitive Global Environment | 1.5 |
| MBA 715 Integrate Business Fundamentals | 3 |
| Understanding Business Fundamentals (6 credits) | |
| MBA 730 Innovate: Entrepreneurial Thinking, IT & Business Law | 3 |
| MBA 740 Immerse: Travel Seminar | 3 |
| Marketing Core Courses (12-15 credits) | |
| MKT 810 Marketing Research for Managers* | 3 |
| MKT 815 Marketing Foundations and Strategy* | 3 |
| MKT 819 Global Perspectives in Consumer Marketing | 3 |
| MKT 850 Customer Centricity | 3 |
| MKT 860 Qualitative Methods and Consumer Insights | 3 |
| Marketing Analytics Courses (6 credits), Choose 2 | |
| ISOM 631 Data Analytics with SAS Base | 3 |
| MKT 869 Machine Learning for Marketing | 3 |
| MKT 870 Advanced Marketing Analytics with R | 3 |
| Construct the Big Picture (7 credits) | |
| MBA 745 Contextualizing Values Based Decision Making | 1 |
| MBA 750 Building Global Connections | 3 |
| MBA 760 World Class Strategies | 3 |
| MBA Capstone (3 credits) | |
| MBA 770 Leading and Implementing Change | 3 |
| Capstone Course (3 credits). Choose 1 | |
| MKT 898 Consulting Project | 3 |
| MKT 899 Masters Thesis | 3 |
| MKT 818 Global Product Innovation | 3 |
| Marketing Experiential Course* (3 credits). Choose 1 | |
| MKT 910 Independent Study | 3 |
| MKT 920 Internship | 3 |
| MKT 930 Practicum | 3 |
| MSM Electives (6 credits) | |
| Approved MSM Elective 1 | 3 |
| Approved MSM Elective 2 | 3 |
| Total Credits | 58.5-64.5 |
*MKT 810, the Marketing Experiential, and MKT 815 may be waived. If waived, MKT 815 must be substituted with an MKT elective.
Approved MSM Electives by Discipline
Below is a listing of when approved MSM electives are offered. If not used to fulfill the Marketing Analytics Course requirement, ISOM 631, MKT 869, or MKT 870 can be used as an elective. The schedule is meant to be a guide and is subject to change.
View Electives
Marketing
| Course | Typically offered (subject to change) |
|---|---|
| MKT 818 Global Product Innovation | Spring |
| MKT 845 Advanced Digital Analytics | Spring |
| MKT 855 Digital Marketing Challenges | Fall |
| MKT 869 Machine Learning for Marketing with Python | Fall, Spring |
| MKT 870 Advanced Marketing Analytics with R | Fall, Spring |
| MKT 877 Customer Experience: a Neuromarketing Perspective |
Spring |
| MKT 920 Marketing Internship* | Fall, Spring, Summer |
| MKT 930 Practicum* | Fall, Spring |
*by permission only
Advertising, Public Relations, & Social Media
| Course | Typically offered (subject to change) |
|---|---|
| ADPR 727 Brands and Social Responsibility | Summer |
| ADPR 771 Web Design | Fall |
| ADPR 772 Social Media | Fall, Spring |
Graphic Design
| Course | Typically offered (subject to change) |
|---|---|
| ADG S773 UX/UI Design* | Fall |
*by instructor permission. Only open to Customer Experience concentration students.
Information Systems and Operations Management
| Course | Typically offered (subject to change) |
|---|---|
| ISOM 631 Data Analytics with SAS Base | Fall, Spring |
| ISOM 801 Solving Business Problems Using Advanced Excel | Fall, Spring |
| ISOM 821 Data Management and Modeling | Fall, Spring |
| ISOM 835 Predictive Analytics | Fall, Spring |
| ISOM 840 Security and Privacy | Spring |
| ISOM 845 Business Intelligence, Data Visualization, and Storytelling |
Fall, Spring |
| ISOM 861 Project Management | Spring |
International Business
| Course | Typically offered (subject to change) |
|---|---|
| MBA 740 Immerse-Travel Seminar | Spring |
Management & Entrepreneurship
| Course | Typically offered (subject to change) |
|---|---|
| MBA 730 Innovative Thinking | Fall, Spring |
| MBA 920 MBA Student Business Clinic* | Spring |
| MGES 850 Environmental Sustainability Management |
Spring |
*by permission only
Organizational Behavior
| Course | Typically offered (subject to change) |
|---|---|
| MGOB 835 Managing Difficult People at Work | Spring |
| MGOB 855 Conflict & Negotiation | Fall |
Strategy
| Course | Typically offered (subject to change) |
|---|---|
| MGSM 833 Corporate Innovation | Summer |