Twin Cities campus

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Twin Cities Campus

Marketing M.MKTG

Marketing
Curtis L. Carlson School of Management
Link to a list of faculty for this program.
Contact Information
Carlson School of Management 321 - 19th Avenue South, Suite 1-110 Minneapolis, MN 55455 Phone: 612-625-5555
  • Program Type: Master's
  • Requirements for this program are current for Fall 2021
  • Length of program in credits: 32
  • This program does not require summer semesters for timely completion.
  • Degree:
Along with the program-specific requirements listed below, please read the General Information section of this website for requirements that apply to all major fields.
The Marketing M.MKTG program provides a strong foundation in marketing by combining a year of intentionally designed course work, an experiential project with a real client, the opportunity to gain professional work experience through an internship, and industry connections and job interview preparation through the Carlson School Graduate Business Career Center. Students who graduate from this full-time 9-month, 32-credit program will have substantial marketing capabilities including understanding interactions (e.g., social media, individual profiling, web site traffic), as well as the depth of knowledge of consumers (e.g., customer experience, big data, web site personalization) and will be able to successfully contribute to marketing functions in both small and large organizations.
Accreditation
This program is accredited by Carlson School of Management is accredited by AACSB International.
Program Delivery
  • via classroom (the majority of instruction is face-to-face)
Prerequisites for Admission
Applicants must have a bachelor's degree from an accredited college or university.
Special Application Requirements:
Applicants must submit all application materials through the University's admissions system. Application materials include: - Online Application & application fee - Transcripts from all colleges/universities previously attended. Non-English transcripts must be accompanied by an English translation. - A GMAT or GRE General Test that is not more than five years old, with an acceptable score. A GMAT/GRE waiver is available for qualified candidates. - For international students, an acceptable score on the Test of English as a Foreign Language (TOEFL) International Language Testing System (IELTS). - Two letters of recommendations need to be submitted through the online application. - A personal statement of career goals, and objectives for pursuing a M.MKTG degree. The personal statement questions are the following: Briefly describe your short-term and long-term career goals. Why are you choosing to pursue a M.MKTG degree at this time in your career, and what are you hoping to accomplish by doing so? Why are you interested in pursuing a M.MKTG degree at the Carlson School of Management? What do you feel makes you a strong candidate for the program? How will you contribute to the M.MKTG overall? - Applicants must submit a current resume that includes job responsibilities and accomplishments in the online application. - Video Essay. - Interview (by invitation only).
Applicants must submit their test score(s) from the following:
  • GRE
  • GMAT
International applicants must submit score(s) from one of the following tests:
  • TOEFL
  • IELTS
Key to test abbreviations (GRE, GMAT, TOEFL, IELTS).
For an online application or for more information about graduate education admissions, see the General Information section of this website.
Program Requirements
Plan C: Plan C requires 32 major credits and up to credits outside the major. There is no final exam. A capstone project is required.
Capstone Project: Guided by faculty, MSMK 6950 is like a capstone experience that enables students to integrate all their skills into an applied deliverable project for an actual organization.
This program may not be completed with a minor.
Use of 4xxx courses towards program requirements is not permitted.
A minimum GPA of 2.80 is required for students to remain in good standing.
Fall Semester (16 credits)
MSMK 6051 - Marketing Intelligence (2.0 cr)
MSMK 6055 - Buyer Behavior (2.0 cr)
MSMK 6078 - Advertising and Promotion (2.0 cr)
MSMK 6086 - Digital Marketing (2.0 cr)
MSMK 6205 - Business Fundamentals for Marketing (3.0 cr)
MSMK 6211 - Marketing Management (3.0 cr)
MSMK 6281 - Customer Experience Management (2.0 cr)
Spring Semester (16 credits)
MSMK 6052 - Marketing Analytics:Decision Making (2.0 cr)
MSMK 6076 - Customer Relationship Management (2.0 cr)
MSMK 6082 - Brand Strategy (2.0 cr)
MSMK 6088 - Strategic Marketing (3.0 cr)
MSMK 6053 - Marketing Analytics:Insights (2.0 cr)
MSMK 6901 - Project Management (0.0-2.0 cr)
MSMK 6505 - Enterprise Project (4.0 cr)
 
More program views..
View college catalog(s):
· Curtis L. Carlson School of Management

View future requirement(s):
· Fall 2023
· Fall 2022
· Spring 2022

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MSMK 6051 - Marketing Intelligence
Credits: 2.0 [max 2.0]
Grading Basis: A-F only
Typically offered: Every Fall
Methods for collecting/analyzing data to solve marketing problems. Survey research techniques. Research design, secondary/primary data collection, sample design, data analysis. Application of techniques to marketing problems, marketing research projects.
MSMK 6055 - Buyer Behavior
Credits: 2.0 [max 2.0]
Grading Basis: A-F only
Typically offered: Every Fall
Application of behavioral sciences to understanding buyer behavior. Perceptions, memory, affect, learning, persuasion, motivation, behavioral decision theory, social/cultural influences, and managerial implications. Emphasizes class discussion.
MSMK 6078 - Advertising and Promotion
Credits: 2.0 [max 2.0]
Grading Basis: A-F only
Typically offered: Every Fall
Managing communication. Advertising, sales promotion, public relations, direct marketing. Setting communications objectives and budgets, media selection, creative strategy, sales promotion techniques.
MSMK 6086 - Digital Marketing
Credits: 2.0 [max 2.0]
Grading Basis: A-F only
Typically offered: Every Fall
Marketing practices have dramatically shifted with the rise of social media and the proliferation of devices, platforms, and applications. This rapidly changing environment presents new opportunities and challenges for marketers. Through a combination of case studies, best practice examples, current news items, and assignments, students learn how the elements of a digital strategy work together with traditional media to attract prospective customers. Specifically, students learn best practices for social media marketing, content marketing, organic and paid search, search engine optimization, e-mail marketing, landing pages, and display advertising. Students discuss strategies for reputation management in a world where information is disseminated virally and discover how social media monitoring and data analysis can be used to improve marketing and product development activities. The importance of establishing digital marketing goals and analytics is covered as well as how to measure return on investment for digital activities.
MSMK 6205 - Business Fundamentals for Marketing
Credits: 3.0 [max 3.0]
Grading Basis: A-F only
Typically offered: Every Fall
This course focuses on fundamental business topics and knowledge central for marketers. These include understanding the fundamentals of finance, accounting, management, and operations. After taking this course students will understand business financials and the role of marketing with a larger business organization.
MSMK 6211 - Marketing Management
Credits: 3.0 [max 4.0]
Grading Basis: A-F only
Typically offered: Every Fall
Management of the marketing function; understanding the basic foundational marketing concepts and skills in strategy development and planning of operational and strategic levels pertaining to product offering decisions, distribution channels, pricing and communication.
MSMK 6281 - Customer Experience Management
Credits: 2.0 [max 2.0]
Grading Basis: A-F only
Typically offered: Every Fall
This course focuses on qualitative marketing research. Skills include strategic observation, interviewing, focus groups, and customer journey mapping. After taking this course, students will be able to understand how to effectively gather information to understand customer experience.
MSMK 6052 - Marketing Analytics:Decision Making
Credits: 2.0 [max 2.0]
Grading Basis: A-F only
Typically offered: Every Spring
This course focuses on learning how to use quantitative analysis tools to solve real-life problems in business. Rather than developing complicated mathematical models, the course aims at learning how to apply analytic techniques to a typical business decision problem, obtaining business management insights, and developing recommendations. The lecture and group activities will be topic-driven and sample topics include market analysis, targeting, customer value assessment, and new product development. Considering the popularity and convenience of it in business decisions, Excel will be the main software for the course, with occasional application of SPSS for a few specific functions.
MSMK 6076 - Customer Relationship Management
Credits: 2.0 [max 2.0]
Grading Basis: A-F only
Typically offered: Every Spring
Management of personal selling. Sales force organization, effort allocation, personnel selection, motivation, compensation, performance evaluation.
MSMK 6082 - Brand Strategy
Credits: 2.0 [max 2.0]
Grading Basis: A-F only
Typically offered: Every Spring
Management of brands/brand equity in modern business enterprises. Measuring brand equity. Building brand equity. Leveraging brand equity through brand extensions/alliances. Lectures, case studies, group brand projects.
MSMK 6088 - Strategic Marketing
Credits: 3.0 [max 3.0]
Grading Basis: A-F only
Typically offered: Every Spring
Determining product-markets where organization should compete. Sustainable competitive advantage. Matching marketing strategy with environment. Coordinating marketing, other business functions. Organizing marketing function/management. [with Simulation]
MSMK 6053 - Marketing Analytics:Insights
Credits: 2.0 [max 2.0]
Grading Basis: A-F only
Typically offered: Every Spring
Customer Analytics addresses how to use data to learn about and market to individual customers. Marketing is evolving from an art to a science. Many firms have extensive data about consumers' choices and how they react to marketing campaigns, but few firms have the expertise to intelligently act on such information. In this course, students will learn the scientific approaches to analyze and act on customer information. While students will employ quantitative methods in the course, the goal is not to produce experts in statistics; rather, students will gain the competency and working experience to interact with and manage a marketing analytics team. The course uses a combination of lectures, cases, and exercises to learn the material. This course takes a hands-on approach with real-world databases and equips students with tools that can be used immediately on the job.
MSMK 6901 - Project Management
Credits: 0.0 -2.0 [max 2.0]
Grading Basis: A-F only
Typically offered: Every Fall & Spring
This course focuses on effective project management skills. Skills include working in groups, managing tasks and timelines, and effective communication. After taking this course students will be prepared to effectively work in groups on business projects.
MSMK 6505 - Enterprise Project
Credits: 4.0 [max 4.0]
Grading Basis: A-F only
Typically offered: Every Spring
This course centers on doing a real marketing project for a real company. Guided by faculty, this hands-on course is like a capstone experience that enables students to integrate all their skills into an applied deliverable project for an actual organization. After taking this course, students will be prepared to work effectively in an organization in a marketing function.