The Master of Science (MSc) in Marketing is designed for those who wish to enhance their expertise in the most up-to-date marketing theories and in the tools and methods used to conduct advanced marketing research. The program provides graduates with the skills and expertise to manage large research projects and prepares them to pursue successful careers as marketing specialists in fields such as brand management, new product development, communications and marketing research. Those who wish to pursue their studies at the doctoral level will find that the program provides a solid theoretical base for advanced research and consulting work.
The MSc program is a 45-credit program offered on a full-time or part-time basis.
Program structure: Year 1
Program structure: Year 2
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.
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.
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.
One of the most pervasive actions that humans engage in is making decisions. Individuals choose which products to purchase, universities to attend, careers to pursue, mates to marry, among countless other decisions that they will make in their lifetimes. How does a consumer decide which product to purchase? How much information will an executive use prior to deciding whether to launch or abort a new product? What are the attributes that men and women look for in their ideal mates? How do individuals allocate their gift giving expenditures to the various recipients? The purpose of this course will be to introduce the student to two areas of inquiry that can help us understanding how individuals make decisions. The first part of the course will focus on the vast behavioral literature in judgment and decision making in an attempt to better understand how individuals arrive at a final judgment and/or choice. The second part of the course will shift focus to a recently developed Darwinian framework namely evolutionary psychology, to show that many behaviors, cognitions, emotions, preferences, and choices that we make are steeped in our Darwinian heritage.
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 and preferences 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 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 such as BMDP, SPSS, SAS, and other software shared by researchers and academicians.
This specialized MSc seminar in marketing emphasizes theoretical and methodological knowledge necessary to conduct marketing research in a retailing context and is targeted toward MSc students who consider working (1) in retail management, (2) in marketing research, or (3) as consultants in the retail sector. The first half of the seminar emphasizes research on retail consumers and their responses to retail environments and retail offerings. The second half of the seminar focuses on strategic issues in retailing, such as pricing, sales promotions, and loyalty programs.
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.
This seminar is designed to introduce students to several multivariate analysis techniques with emphasis on the practical use of these tools in business research. Techniques that will be covered in this course include MANOVA, discriminant analysis, principal components and factor analysis, canonical correlation analysis and multidimensional scaling. The objective of the seminar is to provide a fundamental understanding of the nature, power, and the limitations of multivariate statistical techniques.