Master of Science in Marketing Tracks
Please note that Tracks or Concentrations do NOT appear in your Master of Science in Marketing and/or MBA diploma. They are recommendations based on industry feedback to get expertise in a certain area. We can provide a letter after you graduate, stating you completed a specific track if in fact you followed the track course recommendations.
1 – Advertising & Branding Track
The world of advertising is undergoing significant changes with the shift of ad spending from traditional media such as television to digital media (i.e. search engines and social media). While traditional media spending is forecasted to grow 2.9% per year between 2010 and 2014, digital media is projected to grow at over 10% per year during this same period. The core courses offered in this track, such as advertising & promotional strategy, advertising research, brand management and digital marketing, emphasize principles applicable to both traditional and digital media. Frequently, digital media practitioners are adept at using the tool of the day but lack the necessary marketing and strategic framework to ensure that their efforts are profitable and/or integrate with the rest of the marketing mix. This track also offers electives in areas such as social media, digital marketing lab and web analytics.
2 – Digital Advertising & Marketing Track
A 2011 report by Forrester Research forecasted that the U.S. interactive marketing spend would reach $76.6 billion by 2016, equal to TV spending in 2011 accounting for 35% of all advertising.(vs the current 19% digital spending today).
Search and display advertising will continue to be the biggest pieces of the interactive spending pie, at 44% and 36%, respectively, mobile paid advertising and search will experience astronomic growth and are surpassing email and social this year, according to the report. Due to these trends and resulting hiring opportunities for marketing professionals, we have added this track which consists of 4 highly specialized courses and numerous digital marketing and ecommerce electives. The track contains a course in digital and interactive marketing, a foundation Advertising and Promotions course, a Web Analytics course (Google Analytics) and a digital lab course where our students can obtain hands on experience creating a WordPress site with plugins, using social media listening platforms, data visualization software for management and client presentations, YouTube, Augmented Reality, Mobile QR codes & apps, Paid Search campaigns (i.e. Google AdWords) and many more.
3 – Marketing Analytics & Market Research Track
Companies have witnessed an exponential growth in customer data generated from store scanners and from web transactions, navigation, search, and more recently, social media. Companies are therefore seeking trained professionals who have the skills to analyze the data to help managers make better marketing decisions. There is a shortage of qualified candidates with the right combination of marketing and analytical skills. Often companies hire students trained in the statistical or quantitative side who use different packages such as SAS or SPSS to create marketing decision models. Such hires often lack an understanding of marketing decision making and of the key drivers of consumer purchase behavior.
The Marketing Analytics & Market Research track seeks to fill this void by offering core courses that provide an introduction to basic marketing principles such as consumer behavior, segmentation, targeting, positioning, market research and digital marketing along with quantitative courses in marketing analytics using SAS and database marketing. Numerous and highly relevant electives such as new technology forecasting, data warehousing, spreadsheet modeling, business intelligence, web analytics or more SAS based courses are available for this track, including an optional data mining certificate.
Student testimonial on Marketing Analytics
4 – Product Management Track
The Product Management discipline or profession is one that involves both product specific knowledge and a highly specialized set of marketing and business skills. The product specific knowledge is often either learned on the job (i.e. for consumer packaged goods such as potato chips) or attained in some industries and products by having a technical background or degree (i.e. engineers for telecommunications, scientists and pharmacists in drug companies, etc). In the technical field, many managers are often promoted into a product management role and are unfamiliar with the business and marketing skill sets this new role entails. Often they attend seminars and short courses which vary in quality and duration.
Product managers involved with consumer or other non–technical products often come from a very diverse set of educational backgrounds. While some have a business/ marketing degree many others have a liberal arts or some other non–business degree. However, even those with bachelor’s degrees in business who took marketing courses probably did not take courses in product management because they are not commonly offered in undergraduate programs.
We are excited to offer this track which contains a set of highly specialized core courses critical for product management success: new product development, product management (managing the product throughout the different stages of its lifecycle), pricing and brand management. Among the electives for this track are highly relevant courses such as new technology forecasting, competitive strategy, channels and retailing, marketing engineering and project management.
5 – Marketing Management Track
This track is designed for those students who are either undecided about the functional area they wish to specialize in within marketing or who might be performing a broad range of marketing functions or are in general marketing management. It is also a good option for students pursuing a dual MBA or master’s degree who wish to leverage some of their previous coursework. Please check with the advising office for the requirements for dual degrees. For these students, we offer this general and balanced track that gives them exposure to numerous areas such as market research, advertising, sales, channel/distribution management, strategy and a broader range of electives to choose from. For example, if a marketing professional works for a small or medium sized company and is responsible for many different functional areas, this might be the best track for their professional environment.