Marketing, MS
Program Director: Lawrence F. Cunningham
E-mail: Lawrence.Cunningham@ucdenver.edu
Introduction
The MS in Marketing degree is designed to provide the skill sets necessary for you to succeed in Marketing Management careers. These positions include upper-level positions (e.g., Chief Marketing Officer), middle-level positions (e.g., Brand Manager, Advertising Account Executive) and positions for those who interface with an organization's markets (e.g., Marketing Analysts). Your MS in Marketing degree from the University of Colorado Denver consists of 10 courses as follows:
- Common Core - seven graduate Marketing courses (21 semester hours)
- Elective/Specialization Option - three courses (9 semester hours at the graduate 6*** level)
Everyone completes the same seven common core courses and then can choose either three marketing electives with a graduate MKTG course or a Specialization option that consists of three graduate courses. For the Specialization, you can choose from four "Signature" Specializations, three Cross-Over Specializations, or customize your program with three graduate marketing (MKTG 6***) courses of your choice.
Course Requirements
| Code | Title | Hours |
|---|---|---|
| Required Core Courses | 21 | |
| Marketing Dynamics in the 21st Century | ||
| Marketing Strategy | ||
| Marketing Challenges at the Global Frontier | ||
| Services Marketing for Traditional and Creative Industries | ||
| Market Research Analytics I | ||
| Consumer Intelligence--Psychology and Behavior | ||
| CRM, Big Data, and Marketing Metrics | ||
| Marketing Electives or Specialization | 9 | |
| Students may select any course numbered 6000 or higher with a MKTG prefix or students may choose from the following marketing specializations: | ||
| Total Hours | 30 | |
Specializations
The specializations are areas of focus that will appeal to those who have specific interests or are looking to apply their marketing acumen in particular contexts (e.g., interface with engineering or work in a multinational or nonprofit environment).
Students may choose one specialization.
- The Signature Specializations include: Advanced Market Analytics in a Big Data World; Brand Communication in the Digital Era; and Marketing Intelligence and Strategy in the 21st Century.
- The Cross-Over Specializations include: Global Marketing; High-Tech Entrepreneurial Marketing; and Marketing and Global Sustainability.
Signature Specializations
Courses required for each of the specializations are listed with the specific specializations below:
Advanced Market Analytics in a Big Data World
Marketing and survey researchers gather information about what people think, measure customer satisfaction and repurchase intentions, help companies decide what goods and services to offer and at what price, and detect up-and-coming trends. Marketing researchers need good quantitative skills, strong analytical skills and a good understanding of marketing and buyer behavior. Many of our alumni got their starts in marketing research positions. According to the U.S. Bureau of Labor Statistics, employment is expected to grow faster than average with the best job opportunities for those with an MS marketing degree (Don't just take our word for it; check out http://www.bls.gov/oco/ocos013.htm).
| Code | Title | Hours |
|---|---|---|
| Required: MS MKTG 7 Core Courses | 21 | |
| Choose three of the below courses as available in scheduling | 9 | |
| Market Research Analytics II | ||
| Computing for Business Analytics | ||
| Digital Media Marketing - Tools and Analytics | ||
| Topics in Marketing | ||
| Brand Identity & Marketing Communication Strategy | ||
| Advanced Search Marketing | ||
| Total Hours | 30 | |
Brand Communication in the Digital Era
Are you interested in a career in advertising, promotions or public relations? How about furthering your career in marketing management? Advertising, promotion and public relations managers are creative, highly-motivated individuals who are flexible yet can meet a deadline. They need good verbal and written communication skills and the ability to work well with people. Similar talents are needed by those involved with brand management. This task is central to all marketers, especially those involved with perceptual positioning and the deliverance of positions in a target market (e.g., those working in any phase of market communication and R&D) The U.S. Bureau of Labor Statistics reports that, because of the high visibility of these positions, these managers are often prime candidates for top C-level positions. The job outlook remains promising but competition will be keen, and the best opportunities will go to those with an MS in marketing or an MS marketing /MBA dual degree. (Don't take our word for it, see http://www.bls.gov/oco/ocos020.htm).
| Code | Title | Hours |
|---|---|---|
| Required: MS MKTG 7 Core Courses | 21 | |
| Required Course | 3 | |
| Brand Identity & Marketing Communication Strategy | ||
| Choose two of the below courses as available in scheduling | 6 | |
| Digital Media Marketing - Tools and Analytics | ||
| Hot Topics in Digital Marketing | ||
| Advanced Social Media Marketing | ||
| Total Hours | 30 | |
Marketing Intelligence and Strategy in the 21st Century
According to the Bureau of Labor, in 2015 the median salary for Marketing, Advertising, and Promotions Managers was $124,850. This Specialization is designed to prepare students for these careers across various industries, whether services, products, global, or domestic. It provides a balance across strategy and intelligence. Skills, interests, and capabilities that are relevant include the following:
-
Savvy in cultivating and maintaining business relationships
-
Capacity to communicate effectively
-
Interested in understanding how consumer psychology affects market success
-
Fascinated with popular culture and its creation of market opportunities
-
Captivated by the integration of branding with media, entertainment, and sports
-
Intrigued by the "Internet of things" and how this is changing the relationships between organizations and consumers
-
Focused on Creative approaches to business challenges
-
Ability to think "out-of-the-box" and generate new ideas to solve market problems
-
Knack for planning and organization
-
Skill in managing people and resources
| Code | Title | Hours |
|---|---|---|
| Required: MS MKTG 7 Core Courses | 21 | |
| Choose three of the below courses as available in scheduling | 9 | |
| Brand Identity & Marketing Communication Strategy | ||
| Digital Media Marketing - Tools and Analytics | ||
| Advanced Social Media Marketing | ||
| Topics in Marketing | ||
| Sales and Negotiation | ||
| The Sports and Entertainment Industry | ||
| Marketing and Global Sustainability | ||
| London Calling: Global Sports & Entertainment Management | ||
| Total Hours | 30 | |
No Specialization
Students may also elect to complete the MS in Marketing by completing the seven required core courses and any three of the MKTG electives that fit with their career goals. This is also part of our signature specializations.
| Code | Title | Hours |
|---|---|---|
| Required: MS MKTG 7 Core Courses | 21 | |
| Complete 3: | 9 | |
MKTG Elective 6000 or higher | ||
| Total Hours | 30 | |
Cross-Over Specializations
Global Marketing
One of the growing themes of the 21st century economy is the growth of world trade. There is continuing demand for individuals who understand the how to conduct marketing across many different international environments as well as rapidly growing areas such as China and the emerging markets. This specialization prepares you to effectively compete and succeed in this environment.
| Code | Title | Hours |
|---|---|---|
| Required: MS MKTG 7 Core Courses | 21 | |
| Required Course | 3 | |
| International Entrepreneurship | ||
| Complete 1: MKTG with a Global Perspective Elective | 3 | |
| Brand Identity & Marketing Communication Strategy | ||
| Marketing and Global Sustainability | ||
| London Calling: Global Sports & Entertainment Management | ||
| Complete 1: International Business Elective | 3 | |
Any approved elective from the Global Marketing list | ||
Any approved ENTP 6000 or higher course with a global focus | ||
| Total Hours | 30 | |
High-Tech/Entrepreneurial Marketing
The American economy was built on a spirit of innovation, hard work and entrepreneurship, and this is surely going to be the path that assures continued American dominance in the technology and business development fields. Most smart innovators know that, in addition to the financial and managerial aspects of a business, it is the marketing function that often makes the difference between success and failure. Whether your interest is in corporate entrepreneurship and the development of high-technology oriented innovations or individual entrepreneurship and the development of a small business with minimal funds, knowing how to create and implement appropriate marketing strategies is fundamental to achieving your goals. This specialization allows you to focus on the type of new business creation path that best suits your aspirations while greatly enhancing your endeavors probability of success. If you aspire to be the next Bill Gates, this is a "must take" degree path for you.
| Code | Title | Hours |
|---|---|---|
| Required: MS MKTG 7 Core Courses | 21 | |
| Required Course | 3 | |
| Idea Validation & Concept Development | ||
| Complete 1: HTE Elective | 3 | |
| Business Model Development & Planning | ||
| New Venture Operations and Project Management | ||
| Healthcare Innovation and Entrepreneurship | ||
| International Entrepreneurship | ||
| Complete 1: | 3 | |
MKTG Elective 6000 or higher | ||
| Total Hours | 30 | |
Marketing and Global Sustainability
The world has changed. More than ever, companies around the globe need to introduce smart, sustainable brands to lead the way into the future. The strong core of MS marketing courses will give you the skills to become an effective marketing manager, while the specialized set of sustainability courses will give you the knowledge to work toward a better tomorrow. The sustainability courses will focus on the triad of economic, environmental and social sustainable development.
| Code | Title | Hours |
|---|---|---|
| Required: MS MKTG 7 Core Courses | 21 | |
| Required: | 3 | |
| Marketing and Global Sustainability | ||
| Complete EITHER 2 of the following MGS Electives OR Complete 1 of the following MGS Elective and 1 MKTG Elective 6000 or higher | 6 | |
| Managing for Sustainability | ||
| Transformative Leadership for Sustainability | ||
| The Sustainable Business Opportunity | ||
| Total Hours | 30 | |