Dec 07, 2019  
2019-2020 Catalog 
    
2019-2020 Catalog

Marketing, Digital Marketing Concentration, MS


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Program Information


The MS in Marketing integrates theory and practice to prepare students for a career in an ever-changing yet fundamental discipline of business.  Given the breadth of the marketing field and its diverse professional tracks, the degree gives students a set of core marketing skills along with the flexibility to design a course of study based on their individual career goals. Students can work with an academic program advisor to tailor a program to meet their objectives or select one of the concentrations that provides depth in a specific area of marketing.

Student Learning Outcomes

Upon completion of the MS in marketing, successful students will be able to:

  • Obtain and apply insights into consumer behavior
  • Use primary and secondary research for marketing purposes
  • Define customer and market segments, identify specific target markets
  • Create meaningful and credible messages for selected targets and select appropriate media and methods for cost-effective marketing communications
  • Demonstrate analytical and problem-solving skills for making marketing decisions
  • Develop marketing initiatives for a given organization, including strategy, tactics, and measurable objectives as evidenced by a marketing plan
  • Work effectively in teams with diverse members
  • Communicate persuasively and professionally in writing and in oral presentations

Declaring Program Concentrations

Students may declare concentrations when they have completed the coursework required for their desired concentrations, or after the “Last Day to Drop Course without Tuition Charge” (per the Academic Calendar) for their final terms, if they will be able to complete their concentrations in their final terms.

To be eligible to declare concentrations, students must have already completed the required concentration coursework, or be able to complete it in their final terms without requiring waivers, substitutions, or directed study courses, unless they are approved in advance by the department chair, program director, or dean.

Students may declare up to two concentrations in a given degree program. Students seeking to declare more than two concentrations will be required to appeal to the dean or vice president of academic affairs for approval. Students’ diplomas will list the concentrations that they had successfully completed at the time their degrees were conferred. Students may not declare additional concentrations after their degrees have been conferred.

The following concentrations are available:

Requirements for the Master of Science in Marketing


The Master of Science in Marketing requires completion of 30 units in the advanced program. Individual foundation program courses or undergraduate prerequisites may be waived if the student has previously completed comparable courses at a regionally accredited college or university, or passed the appropriate CLEP exam with an acceptable score. Students may be admitted to advanced program courses before completion of the entire foundation program, but they must complete the foundation program by the time that 12 units have been earned in the advanced program.

Business Proficiency Requirement

Students admitted to this program are required to possess an understanding of U.S. business practices equivalent to BUS 201 Economic and Regulatory Essentials of U.S. Business . This requirement must be completed in your first term, and you must have completed this requirement no later than your first nine units at GGU. A grade of “C-” or better is required for BUS 201 . However, graduate students must maintain a 3.00 “B” cumulative grade point average to remain in good standing.

Graduate Writing Proficiency Requirement

Students admitted to the master of science in marketing program must meet the graduate writing proficiency requirement within the first nine units of the program by successfully passing the Graduate Writing Proficiency Exam or by completing ENGL 201 Graduate Writing  with a grade of “B” or better. Students may meet this requirement by satisfying one of the screening criteria. See Graduate Writing Proficiency Requirement  for more information.

Graduate Mathematics Proficiency Requirement

Students admitted to this program are expected to possess a level of mathematical skill at least equivalent to Intermediate Algebra (MATH 20 ). Students may meet this requirement by satisfying one of the screening criteria listed under Graduate Mathematics Proficiency Requirement .

Advanced Program - 30 units


Core Courses - 18 units

Digital Marketing Concentration - 12 units


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