Marketing, Individualized Concentration, MS

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Program Information

The MS in Marketing program 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

Requirements for the Master of Science in Marketing

The Master of Science in Marketing degree 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. For further information, refer to our website. https://www.ggu.edu/shared-content/enrollment/proficiency-requirements/#graduate-writing-proficiency

Math 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 the heading “Proficiency in Mathematics, English and Computer Skills Required for Certain Master’s Degrees and Certain Graduate Certificates ”.

Foundation Program - 9 units

BUS 202 Fundamentals of Business 3 unit(s)
BUS 203 Professional Skills for Business 3 unit(s)
MATH 240 Data Analysis for Managers 3 unit(s)

Advanced Program - 30 units

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 338 Consumer Behavior 3 unit(s)
MKT 337 Marketing Strategy and Planning 3 unit(s) (Capstone course; must be taken in the last 9 units of the program.)
MKT 352 Digital Marketing and E-commerce 3 unit(s)

Individualized Concentration - 12 units

Any four 300-level courses with MKT prefix or MGT 300 . An individualized concentration is designed by the student in collaboration with an academic advisor to meet the student’s specific goals.