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Master of Science (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 (31.5 credits instead of 57). Students take a set of required courses and choose electives depending on their area of concentration. See also notes below.

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  is as follows:

Marketing Management Concentration

The Marketing Management concentration allows students to customize their program by choosing elective courses from any 9000-level courses in the Allen G. Aaronson Department of Marketing and International Business. Students may also take selected courses in statistics and computer information systems.

Required Courses (13.5 credits)

Credits
BUS 9551

Business Communication I (see note below)

1.5
MKT 9702 Marketing Research*
3
MKT 9703 Marketing Management
3
MKT 9716 Consumer Behavior
3
MKT 9750 Marketing Strategy
3

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.

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

Digital Marketing Concentration

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.

Required Courses (16.5 credits)

Credits
BUS 9551 Business Communication I (see note below)
1.5
MKT 9702 Marketing Research* 3
MKT 9703 Marketing Management 3
MKT 9716 Consumer Behavior 3
MKT 9780 Digital Marketing  (a hands-on, tactical course) 3
MKT 9785 Digital Marketing Strategy 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 9764 Internet Marketing and Global Business 3
MKT 9782 Search Engine Marketing 1.5
MKT 9783 Social Media Marketing 1.5
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 Analytics Concentration

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.

Required Courses (16.5 credits)

Credits
BUS 9551 Business Communication I (see note below)
1.5
MKT 9702 Marketing Research* 3
MKT 9703 Marketing Management 3
MKT 9716 Consumer Behavior 3
MKT 9737 Marketing Analytics 3
MKT 9750 Marketing Strategy 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 Spreadsheets+ 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

International Business Concentration

In today's global economy, marketing professionals must understand and anticipate the opportunities available throughout the world and incorporate them into their strategies.  A concentration in International Business provides students with the skills to design and implement an organization's global marketing strategy. For example, students will learn how culture, differences in consumer behavior, trade policies and logistics influence business.

Required Courses (15 credits)

Credits
BUS 9551 Business Communication I (see note below)
1.5
IBS 9600 International Business Fundamentals 1.5
MKT 9702 Marketing Research* 3
MKT 9703 Marketing Management
3
MKT 9716 Consumer Behavior
3
MKT 9750 Marketing Strategy 3

Elective Courses (16.5 credits)

Choose a minimum of 10.5 credits from the following:
IBS 9761 Emerging Markets and the International Business Environment
3
IBS 9767 Global Firms, Cultures and Governments+++
3
IBS 9769 International Business Strategy
3
IBS 9791 Special Topics in International Business
1.5
IBS 9793 Special Topics in International Business
3
MKT 9764 Internet Marketing and Global Business
3
MKT 9766 International Marketing Management 3
MKT 9774 International Logistics 3
Choose up to 6 credits from the following:
CIS 9230 Globalization and Technology 3
COM 9656/IBS 9756 International Business Communications 3
LAW 9740 International Trade and Investment Law 3
MGT 9870 International Comparative Management 3

Notes: The Department plans to replace MKT 9750 (and MKT 9785 as a required course for the Digital Marketing concentration) with a required 1.5 credit Marketing Consulting course, which will bring the total minimum degree credits to 30 for students in all MS-Marketing concentrations. With this anticipated change, MKT 9750 and MKT 9785 will become elective courses.

BUS 9551: This requirement is effective for all MS-Marketing students admitted in spring 2016 or later.  Students admitted prior to spring 2016 should consult their preliminary course evaluation and/or waiver exam results as other requirements and conditions may apply.

Students are encouraged to do internships, but they cannot be counted as credits towards the MS degree.

*Requires prior completion of STA 9708 (Applied Statistical Analysis for Business Decisions). This prerequisite can be waived for students who completed one 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 31.5 credits.

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.

+++Change in title effective fall 2016.

For further information, contact:

For questions about courses in Marketing, please contact Prof. Eyuboglu:

Prof. Nermin Eyuboglu
Deputy Chair and Faculty Advisor
(646) 312-3293
Nermin.Eyuboglu@baruch.cuny.edu

For questions about courses in International Marketing or International Business, please contact Prof. Grein

Prof. Andreas Grein
Faculty Advisor
(646) 312-3341
andreas.grein@baruch.cuny.edu

Graduate Admissions (Prospective Applicants)

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 (Admitted/Current Students)

Address: Newman Vertical Campus, Room 13-221
Phone: (646) 312-3140; Fax: (646) 312-3141
E-mail: Zicklin.Graduate.Advisement@baruch.cuny.edu
Website: Graduate Academic Services

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