Marketing, MS

This program will be offered beginning in the Summer 2025 Academic Period pending approval by the WASC Senior College and University Commission WASCUC.

Program Information

The Master of Science in Marketing (MS MKT) degree at GGU is designed for individuals seeking to advance, enhance, or change their careers in preparation for leadership roles in the marketing field and beyond. This innovative, cutting-edge program equips students with advanced skills to navigate the rapidly evolving marketing landscape while providing a strong foundation in fundamental business disciplines. The core curriculum covers best practices in consumer behavior, brand management, product development, and marketing data analytics. Students will engage with global business challenges, management, cultural and ethical practices, and gain hands-on experience with digital platforms and emerging digital tools essential for critical decision-making and creativity. Incorporating the latest industry trends, the program emphasizes the integration of artificial intelligence, communication and storytelling, and partnerships as key strategies for present and future marketing success.

MS MKT program stands out by offering its courses entirely online or through a hybrid synchronous format (HSF), making it accessible to working adults and adult learners. Weekend career development, networking events, and marketing related speaker series/workshops will be open to all Online and HSF students twice a semester. The degree can be completed in less than two years, allowing students to swiftly acquire the expertise needed to excel in various marketing and leadership roles. Graduates are prepared to excel in various marketing roles, from digital strategists to brand managers, product developers as well as CMO and other management leadership positions. With proximity to industry leaders from Silicon Valley and Bay Area and diverse business environments, students gain invaluable insights shared by leading practitioners/faculty, positioning them at the forefront of the dynamic field of marketing. The program emphasizes practical application through interactive courses that foster engagement with peers and faculty.

Student Learning Outcomes

Strategic Application and Planning: Apply marketing theories and frameworks to real-world situations, and design, compile, and produce professional-quality marketing plans that include measurable objectives in global economy.
Market Research and Analysis: Conduct and employ marketing data analytics, qualitative, experimental, quantitative analysis and creative insights to support marketing decisions
Analytical and Problem-Solving Skills: Demonstrate analytical skills for decision-making in marketing, utilizing creativity, emotional intelligence, qualitative and quantitative analysis to support strategies.
Consumer Behavior and Segmentation: Obtain insights into consumer behavior, define customer segments, and identify specific target markets to create meaningful marketing messages.
Integrated Marketing Communications: Develop the structure of an integrated marketing communication plan, selecting appropriate media, platforms and methods for effective outreach.
Brand and Product Management: Understand brand management strategies, product development to that enhance brand value.
Social, Digital Marketing and Innovation: Engage with digital platforms and emerging tools, leveraging modern strategies such as artificial intelligence and influencer marketing. Demonstrate content marketing and storytelling and understanding of SEO/SEM.
Communication and Collaboration: Exhibit strong written, oral and visual communication skills while collaborating effectively with diverse teams on projects.
Ethical, DEIB Awareness: Evaluate ethical, environmental, and economic concerns related to marketing practices.
Career Readiness: Prepare for leadership roles in various marketing positions by developing essential skills in strategic thinking, team management, communication and personal branding.

Requirements for the Master of Science in Marketing

The Master of Science in Marketing requires completion of 27 units, with a cumulative grade-point average of 3.00 or better in courses taken at Golden Gate University that are applicable to the program’s requirements. Courses carry three semester units of credit unless otherwise noted. For further information regarding graduation requirements, see Academic Requirements for Graduate Programs .

Graduate Writing Proficiency Requirement

Students are expected to possess proficiency in writing to ensure they can be successful in their course of study. Students may meet this requirement by satisfying one of the screening criteria listed under the Graduate Writing Proficiency Requirement .

Graduate Mathematics Proficiency Requirement

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

Core Courses - 18 units

MKT 300 Marketing Management 3 unit(s)
MKT 305 Integrated Marketing Communications 3 unit(s)
MKT 336 Marketing Research 3 unit(s)
MKT 337 Marketing Strategy and Planning 3 unit(s) *
MKT 338 Consumer Behavior 3 unit(s)
MKT 352 Digital Marketing and E-commerce 3 unit(s)
*This capstone course must be taken in last 9 units

Elective Courses - 9 units

Select three of the following:

MKT 302 Communications and Presentations 3 unit(s)
MKT 322 Social Media and Marketing 3 unit(s)
MKT 323 Search Engine Marketing - Design, Implementation and Optimization 3 unit(s)
MKT 324 Web and Social Network Analytics 3 unit(s)
MKT 325 Brand and Product Management 3 unit(s)
MKT 335 New-Product Decisions 3 unit(s)
MKT 396A-ZZ Selected Topics in Marketing 3 unit(s) *
MKT 398 Internship: Marketing 3 unit(s)
*Topic expected to change yearly