MS in Marketing
The Master of Science (MS) in Marketing
The Master of Science (MS) in Marketing program is shorter and more focused than an MBA (30 credits instead of 57). Students take 4 core courses providing a solid basis of consumer decision making/insights and the strategic process. Then, they can concentrate in an area of interest.
The 12-Month MS option
Students who enroll full-time in the MS-Marketing can complete their degree in 12 months if they follow our recommended course sequence. The two MS Concentrations in Marketing Analytics and Digital Marketing can also be completed in 12 months. See this page for the recommended course sequences.
The structure of the MS program (30 credits) is as follows:
Required Courses (12 credits)
MKT 9702 Marketing Research*3 MKT 9703 Marketing Management3 MKT 9716 Consumer Behavior3 MKT 9750 Marketing Strategy3
Elective Courses (18 credits)
Choose a total of 18 credits from any 9000-level courses in the Department of Marketing and International Business (MKT/IBS). Students can also choose the following STA/CIS courses.
Credits CIS 9340 Principles of Database Management Systems 3 STA 9700 Applied Regression Analysis** 3 STA 9705 Multivariate Statistical Methods*** 3 STA 9750 Software Tools for Data Analysis** 3
Starting Fall 2015, two concentrations for the MS-Marketing will be available: Digital Marketing and Marketing Analytics. To qualify for a Concentration, students need to take the Required Courses listed above (12 credits) plus 18 credits as follows:
Advances in Internet technologies, digitization and social networking are transforming business interactions with customers and partners. The MS concentration in Digital Marketing provides students with cutting-edge strategic and analytical skills to thrive in a digital environment. Students learn the necessary technical foundations to lead digital marketing efforts in their organizations.
MKT 9780 Digital Marketing (a hands-on, tactical course) 3
Choose a minimum of 9 credits from the following:
MKT 9726 Direct Marketing I: Strategy and Tactics 3 MKT 9728 Media Planning in the Digital World 3 MKT 9736 Direct Marketing II: Database Marketing and Managing the Creative Process 3 MKT 9737 Analytic Approaches to Marketing Strategy 3 MKT 9738 Web Analytics and Intelligence 3 MKT 9782 Search Engine Marketing 1.5 MKT 9783 Social Media Marketing 1.5 MKT 9785 Digital Marketing Strategy 3 MKT 9794 Special Topics in Digital Marketing 1.5 MKT 9795 Special Topics in Digital Marketing 3
Choose up to 6 credits from any 9000-level courses in the Department of Marketing and International Business, including the following STA/CIS courses.
CIS 9340 Principles of Database Management Systems 3 STA 9661 Multivariate Statistics for Business Analytics 3 STA 9700 Applied Regression Analysis** 3 STA 9705 Multivariate Statistical Methods*** 3 STA 9750 Software Tools for Data Analysis** 3
Marketing depends on good analytical skills but also on the ability to develop actionable insights from data. The Marketing Analytics concentration in the MS program provides students with the tools to handle data from traditional and digital sources and then use them to make sound strategic decisions.
MKT 9737 Marketing Analytics 3
Choose a minimum of 9 credits from the following:
MKT 9728 Media Planning in the Digital World 3 MKT 9738 Web Analytics and Intelligence 3 MKT 9740 Data-driven Marketing Strategy 3 MKT 9780 Digital Marketing 3 MKT 9782 Search Engine Marketing 1.5 MKT 9783 Social Media Marketing 1.5 MKT 9785 Digital Marketing Strategy 3 MKT 9796 Special Topics in Marketing Analytics 1.5 MKT 9797 Special Topics in Marketing Analytics 3 STA 9661 Multivariate Statistics for Business Analytics** 3
Choose up to 6 credits from any 9000-level course in the Department of Marketing and International Business. Students can also choose from the following:
CIS 9467 Business Modeling with Spreadsheet+ 3 STA 9660 / CIS 9660 Data Mining for Business Analytics++ 3 STA 9700 Applied Regression Analysis** 3 STA 9705 Multivariate Statistical Methods*** 3 STA 9750 Software Tools for Data Analysis** 3
Students interested in other areas of marketing can choose electives from a variety of courses:
Credits IBS 9600 International Business Fundamentals 1.5 IBS 9761 Emerging Markets and the International Business Environment 3 IBS 9762 The Global Competitiveness of the U.S. Economy 3 IBS 9767 Foreign Markets, Cultures, and Regimes 3 IBS 9769 International Business Strategy 3 MKT 9701 Advertising and Marketing Communications 3 MKT 9730 Channels of Distribution 3 MKT 9739 Global Advertising 3 MKT 9751 New Product Design and Development 3 MKT 9764 Internet Marketing and Global Business 3 MKT 9766 International Marketing Management 3 MKT 9774 International Logistics 3
The Marketing Analytics concentration (and related new courses) is pending final approval by the Board of Trustees and the New York State Education Department.
*Requires prior completion of STA 9708 (Applied Statistical Analysis for Business Decisions). This prerequisite can be waived for students who completed a 3-credit undergraduate statistics course with a minimum grade of B-. Students who are not waived from STA 9708 will take this course in addition to the degree’s 30 credits.
Note: A waiver of the STA 9708 prerequisite for STA courses usually requires satisfactory completion of 6 credits of undergraduate statistics. Please contact the MS Programs Office prior to registration for STA electives for prerequisite clearances. If required, STA 9708 does not apply towards the 30 credits required for your degree.
**Requires prior completion of STA 9708 (Applied Statistical Analysis for Business Decisions) or equivalent.
***Requires prior completion of STA 9700 (Applied Regression Analysis) or equivalent.
+Requires prior completion of STA 9708 or ACC 9110 or equivalents.
++Requires prior completion of CIS 9001 and STA 9708 or equivalents.
For further information, contact:
For questions about courses in Marketing, please contact Prof. Eyuboglu:
Prof. Nermin Eyuboglu
Deputy Chair and Faculty Advisor
For questions about courses in International Marketing or International Business, please contact Prof. Grein
Prof. Andreas Grein
Address: 151 E. 25th St. Room 820 (between Lexington and Third Avenues)
Phone: (646) 312-1300
Fax: (646) 312-1301
Website: Graduate Admissions
Office of MS Programs