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Master of Science in Marketing (MSc)

Course descriptions

Required courses

Offered by: Supply Chain and Business Technology Management
Program: MSc

The course focuses on systematic treatments of linear statistical models for regression, analysis of variance and experimental design with special emphasis on applications in business and economics. Topics include regression analysis: inference, model building, diagnostics, remedial measures and validation; single-factor and two-factor ANOVA models, and analysis of covariance. Other statistical tools for specialized applications discussed may include logistic regression, path analysis and time series regression. Case studies are employed to illustrate tools for fitting, checking, validating and interpreting linear models.

Offered by: Marketing
Program: MSc

This course introduces students to core methods in marketing and consumer research. The course exposes students to experimental, quantitative, and qualitative research methods and motivates students to understand why and when each methodology is more suitable to use, how to conduct research based on each methodological approach, and how it is applied in marketing practice with regards to generating managerial insights and making strategic decisions. Students formulate research problems, identify appropriate method(s) for addressing research problems, design a research project, and understand how to collect and analyze data with integrity.

Offered by: Management
Program: MSc

Students are required to attend a minimum of three professional development workshops approved by the Graduate Program Director and offered in collaboration with different partners (e.g. GradProSkills). These workshops complement students' academic training and provide them with technical skills that help them succeed professionally and academically. Component(s): Workshop

Prerequisites & notes

Prerequisite/Corequisite: Permission of the Graduate Program Director is required

This course is assessed on a pass/fail basis.

Offered by: Marketing
Program: MSc

This seminar focuses on how marketing research supports complex decisions that benefit multiple stakeholders. Students gain skills to articulate real-world marketing problems into marketing research questions, identify and critically assess managerial, conceptual, and ethical implications of a marketing research project. Topics such as translating research questions to hypotheses, sampling principles, measurement, ethical guidelines in research and best practices are covered.

Offered by: Marketing
Program: MSc

This course introduces students to essential theories and frameworks in significant substantive areas of marketing. As a foundational course, this course provides students with the groundwork knowledge and analytical skills that are necessary for more specialized courses. Another course objective is to introduce students to key expertise topics within the marketing department to facilitate their supervision selection. Specifically, students critically engage with areas that constitute diverse expertise within the marketing department while getting a big-picture view of the discipline.

Offered by: Management, Finance, Business Analytics and Technology management,Supply Chain Management, Marketing
Program: MSc

Students propose a selected research topic under the supervision of a thesis advisor. The written proposal outlines the thesis topic, its conceptual framework, potential contributions, proposed methodology and completion timeline.

Offered by: Management, Finance, Business Analytics and Technology management, Supply Chain Management, Marketing
Program: MSc

The written thesis requirements include the completion of an independent research-based investigation on a topic outlined in the thesis proposal.


Electives (specialized seminars)

Offered by: Marketing
Program: MSc

The principal objective of the seminar will be to evaluate current empirical and theoretical issues in consumer research, with special emphasis on journal articles with interdisciplinary content. Methodological and review articles will also be discussed. The focus on the seminar is the subset of human behaviour related to the consumption and/or use of goods and services, as well as the processes that lead up to them. Major emphasis will be placed on marketing communication, attitude development and attitude change, information processing, decision-making processes and strategies, as well as the post-purchase process including new findings in the areas of consumer satisfaction and cognitive dissonance.

Offered by: Marketing
Program: MSc

This seminar provides in-depth understanding of research methods used in consumer research. The course improves skills to evaluate and use these methods in addressing academic and applied research questions. Factors important for decisions in research process, such as measurement, sampling, analysis, interpretation, communication, ethics, and implications for affected stakeholders are covered.

Offered by: Marketing
Program: MSc

This seminar will focus on the communication process between a company and its markets and other publics. Theories, findings, hypotheses and techniques from several disciplines, such as social psychology, sociology, political science and marketing, will be studied and evaluated in the context of the design, planning and control of marketing communications programs. More emphasis will be given to advertising decisions than to personal communications decisions.

Offered by: Marketing
Program: MSc

This course explores key theoretical frameworks of consumer psychology and behavioral decision using an interdisciplinary lens. Topics such as behavioral decision theory, hot cognition, evolutionary consumption, consumer wellbeing, and cross-cultural versus human universals in consumer behaviour are covered. Students also: 1) gain an understanding of the multitude of ways that data can be collected and analyzed when conducting consumer research; 2) Learn the theoretical, methodological, and epistemological metrics by which good science is judged, and sound scientific explanations are constructed.

Offered by: Marketing
Program: MSc

This seminar acquaints students with well-known approaches to managerial decision-making and research in the area of Product Innovation and New Product Marketing. Analytical approaches presented in recent publications, combined with some important "classics", will be stressed. The course focuses primarily on new product development/marketing and covers a variety of topics, strategies, phases and analytical approaches relevant to this subject area. Specific topic areas include: innovation and new product development (NPD) strategies, the stages of the NPD process, new service development, and organization for NPD.

Offered by: Marketing
Program: MSc

This seminar is based on the notion that industrial companies, or other economic organizations producing goods and services, demand different marketing strategies from what characterizes marketing addressed to the individual consumer or household. Industrial marketing is a special case within marketing and deserves its own treatment. This theme will be apparent throughout the seminar. Of major initial concern will be a study of the special features of this market and an analysis of key concepts of industrial buying behavior. On the basis of these studies, the seminar will then emphasize a range of problems faced in seeking marketing mix optimization. Areas to be examined include research, design and development, product range decisions, quality policy, distribution and promotional planning. The incorporation of these elements into overall marketing strategy will be emphasized.

Offered by: Marketing
Program: MSc

This course introduces different perspectives to strategic relationship marketing. Students develop critical thinking skills about the complexities of interdisciplinary research. Topics such as design, enhancement, co-creation of service experience, service logic, service systems, and ethics are covered. Students also enhance their communication skills, and understanding of deontology practices, and the social responsibility of teaching and researching.

Offered by: Marketing
Program: MSc

Changes in topic will be indicated by the letter following this seminar number e.g., MSCA 672A, MSCA 672B, etc.

Offered by: Marketing
Program: MSc

Segmentation and positioning are two of the most critical strategic choices in marketing. This course focuses on some statistical models that are used often by researchers in segmentation and positioning. Collectively, these tools aim to (1) understand the nature of consumer perceptions, preferences and choices and (2) examine if they are homogeneous across groups of buyers. The models to be covered include factor analysis, deterministic and probabilistic multidimensional scaling, correspondence analysis, internal and external analysis of preferences, conjoint analysis, choice models and various types of cluster analysis. In addition to providing an understanding of the statistical foundations of these popular models in marketing research, the course will expose the students to "hands-on" data analysis through assignments that require the use of statistical software SAS.

Offered by: Marketing
Program: MSc

This specialized MSc course in marketing aims at providing graduate students in marketing with an in-depth knowledge of consumer, organizational, and societal perspectives on brand management. The first half of the course emphasizes the cultural, personal, and interpersonal meaning of brands, and includes a discussion of the meaning of possessions, sacred and ritual brand experiences, and the role of nostalgia in shaping the meaning of brands. The second half of the course focuses on managerial aspects of branding, such as brand equity, brand extensions, and the elements of the brand mix.

Offered by: Marketing
Program: MSc

This specialized M.Sc. seminar in marketing introduces students to academic research in the domain of retailing. Students develop theoretical knowledge and critical evaluation skills allowing them to pursue research, managerial, or consulting careers that touches upon retailing issues.

Offered by: Marketing
Program: MSc

This course provides an overview of marketing literature on sustainability and corporate social responsibility. The focus is on the impact of marketing decisions and consumer behaviour on consumer and public welfare, firm performance. The course coverage encompassess broad societal concerns, such as environmental, social, and consumer outcomes of consumption. The course provides an overview of literature and helps students develop fundamental understanding of the research in sustainability and social responsibility in marketing.


*Please note that all course listing on this page is subject to change and that the content of the seminars may vary from a year to another. Current students should consult the graduate calendar or refer to their program team at msc.jmsb@concordia.ca for the most updated information. 

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