MS in Marketing
The Fox School of Business’ Master of Science in Marketing Program trains individuals as marketing professionals in any one of three specific areas; management, research or communication. This program addresses the career needs of those individuals who may be currently employed in marketing fields as well as those who have little or no experience in marketing through either employment or classroom instruction. Students acquire the knowledge and credentials needed to advance their careers through focused classroom instruction conducted by proven academic researchers with extensive industry experience.
PREREQUISITES
A basic understanding of business principles in the key areas of business is required before much of the courses of the MS in Marketing can be taken. These areas are:
- Financial and Managerial Accounting (3 credits in each)
- Finance
- Marketing
- Operations Management
- Macroeconomics and Microeconomics (3 credits in each)
- Statistics
Prior undergraduate or graduate courses in which a grade of B- or higher was attained can be used to meet the prerequisites of the program. Areas in which the student does not have prior coursework can have the requirements met by taking the following foundation courses:
- Accounting 5001 – Financial and Managerial Accounting
- Economics 5001 – Managerial Economics
- Finance 5001 – Financial Analysis and Strategy
- Management Science/Operations Management 5001 – Operations Management
- Marketing 5001 – Marketing Management and Strategy
- Statistics 5001 – Quantitative Methods in Business
The MS in Marketing Program consists of 10 courses comprising 30 credit hours of study. Fundamental skills are built through required courses with further knowledge acquisition through specialized course work targeting the management, communications or research tracks. Electives add a degree of customization to the educational experience.
Marketing Management track seeks to train students to develop and implement marketing strategic plans and programs. To meet this objective, students must develop an understanding of: (1) the practice of marketing management and the role of marketing in the firm; (2) principles of marketing strategy planning and development, with particular emphasis on middle-level strategic management issues (product development and management, pricing, promotion, sales, distribution and logistics); and (3) quantitative support available for strategic marketing planning.
Furthermore, students must demonstrate proficiency in the written and oral communication of plans and programs. The Temple program is appropriate for students who wish to work in strategic marketing planning and related areas (sales management, brand management, product/product line management, and so on), either for a large scale corporation, a small business, a startup company, or an agency or consulting house.
Management Track Curriculum Sheet
Marketing Research track is a research degree. The objective is to train students to do independent research in any facet of the practice of Marketing. To meet this objective, students must develop an understanding of: (1) the practice of marketing management and the role of marketing in the firm; (2) principles of research methodology with particular emphasis on sampling, survey construction, theory of measurement and various approaches to collecting data; and (3) quantitative analysis and interpretation.
Furthermore, students must demonstrate proficiency in the written and oral communication of results. The Temple program is appropriate for students who wish to develop their own research practice or who aspire to manage large scale research projects. Marketing Research Students are encouraged to take STAT 5001 early in the program. Students are also required to be IRB (Institutional Review Board) Certified by the end of the first semester of their program or before proposing any research activities. Additional information about IRB certification can be found at http://www.research.temple.edu/irb/index.html.
Research Track Curriculum Sheet
Marketing Communications track seeks to train students to plan, implement and control marketing communications and promotional programs. To meet this objective, the student must develop an understanding of: (1) the practice of marketing management and the role of marketing in the firm; (2) principles of marketing communications and promotion management, with particular emphasis on communications processes, promotion planning and promotional mix development; and (3) quantitative support available for marketing communications and promotion management.
Learning Goals
The four main learning goals for students in the MS in Marketing program will be to:
1. Understand concepts and processes that are critical to business and marketing.
2. Demonstrate ability to analyze marketing problems in specific aspects of marketing.
3. Understand application of concepts and processes in marketing decision making.
4. Demonstrate effective oral and written communication.
Specific learning objectives include:
1. Understand concepts and processes that are critical to business and marketing.
a. Apply market analysis and strategic marketing planning.
b. Recognize the role of marketing intelligence in marketing decision making.
c. Apply research techniques in marketing decision making.
2. Demonstrate ability to analyze marketing problems in specific aspects of marketing.
a. Develop a marketing problem for an actual organization.
b. Analyze the market for an ongoing organization.
c. Conduct original research that addresses a specific marketing problem.
3. Understand application of concepts and processing in marketing decision making.
a. Apply market analysis to strategic marketing.
b. Apply market intelligence to strategic marketing.
c. Use various multivariate techniques in market analysis and decision making.
4. Demonstrate effective oral and written communication.
a. Develop a written strategic plan for an ongoing organization.
b. Develop a written research report for an ongoing organization.
c. Develop a summary research report pertaining to a specific marketing problem.
Advisor
Dr. James Hunt
Tel: (215) 204-1620
E-mail: james.hunt@temple.edu