Specializations
MSc in Marketing
Designed for students wishing to pursue PhD studies, this specialization provides a foundation in marketing strategy and management and consumer behaviour, as well as an opportunity to conduct research in their areas such as branding, brand management, consumer persuasion, consumer fairness, consumer activism, and the impact and use of social media.
Is this Specialization for you?
Discover how this program aligns with your academic or research oriented career goals. Request a virtual one-on-one meeting with a member of our program team.
Recommended Undergraduate Degrees
- Business or Commerce
- Sociology
- Psychology
- Economics
- Anthropology
- Engineering
- Media/Cultural Studies
Program Structure and Content
This is a 12-month program beginning in September. Each student is required to complete the following courses and a research project of publishable quality.
Course offerings change from year to year. This sample stream is not reflective of a guaranteed curriculum but is instead an example of what a curriculum could look like in a given year.
With supervisor approval, students can select MGMT specialization courses from other area groups. Electives can be any other MGMT course or a course from another department at the supervisor’s discretion.
Course descriptions are available on the School of Graduate Studies and Postdoctoral Affairs website. Any non-MGMT courses are linked below.
Sample Marketing - Analytics Stream MSc Curriculum
| Course | Credits |
|---|---|
| Core | |
| MGMT 801 Research Foundations | Pass/Fail |
| MGMT 898 Major Research Project | Pass/Fail |
| Specialization – MGMT | |
| MGMT 840 Marketing Strategy and Management I | 1.5 |
| MGMT 842 Consumer Behaviour I | 1.5 |
| MGMT 844 Consumer Culture Theory I | 1.5 |
| MGMT 945 Quantitative Models for Marketing I | 1.5 |
| Electives – Supervisor Approved MGMT or Other Department | |
| ECON 850 Econometrics I (or other elective) | 3 |
| STAT 862 Statistical Learning I (or other elective) | 3 |
| Methods/Related Field | |
| MGMT 988 Applied Statistics and Econometrics | 3 |
| MGMT 890 Econometrics Methods | 3 |
| Total Credits | 18 |
Sample Year 2 PhD Curriculum
| Course | Credits |
|---|---|
| Core | |
| MGMT 993 Teaching and Learning in Management and Business | Pass/Fail |
| MGMT 994 Upper Year Research Presentation | Pass/Fail |
| Specialization – MGMT | |
| MGMT 941 Marketing Strategy and Management II | 1.5 |
| MGMT 943 Consumer Behaviour II | 1.5 |
| MGMT 946 Consumer Culture Theory II | 1.5 |
| MGMT 948 Quantitative Models for Marketing II | 1.5 |
| Methods/Related Field | |
| MGMT 800/900 or Methods sub (supervisor's discretion) | 3 |
| Total Credits | 9 |
Examples of possible electives from other departments for the Marketing - Analytics specialization include:
- ECON 846 Industrial Organization II
- STAT 855 Stochastic Processes and Applications
- STAT 856 Bayesian Analysis
- CISC 867 Deep Learning
Sample Marketing - Behavioural Stream MSc Curriculum
| Course | Credits |
|---|---|
| Core | |
| MGMT 801 Research Foundations | Pass/Fail |
| MGMT 898 Major Research Project | Pass/Fail |
| Specialization – MGMT | |
| MGMT 840 Marketing Strategy and Management I | 1.5 |
| MGMT 842 Consumer Behaviour I | 1.5 |
| MGMT 844 Consumer Culture Theory I | 1.5 |
| MGMT 945 Quantitative Models for Marketing I | 1.5 |
| Electives – Supervisor Approved MGMT or Other Department | |
| PSYC 802 Introduction to Multivariate Analysis (or other elective) | 3 |
| PSYC 944 Attitudes and Attitude Change (or other elective) | 3 |
| Methods/Related Field | |
| MGMT 800 Statistics I | 3 |
| MGMT 802 Qualitative Research Method Design | 1.5 |
| MGMT 803 Experimental Research Method Design | 1.5 |
| MGMT 804 Survey Research Method Design | 1.5 |
| Total Credits | 19.5 |
Sample Year 2 PhD Curriculum
| Course | Credits |
|---|---|
| Core | |
| MGMT 993 Teaching and Learning in Management and Business | Pass/Fail |
| MGMT 994 Upper Year Research Presentation | Pass/Fail |
| Specialization – MGMT | |
| MGMT 941 Marketing Strategy and Management II | 1.5 |
| MGMT 943 Consumer Behaviour II | 1.5 |
| MGMT 946 Consumer Culture Theory II | 1.5 |
| MGMT 948 Quantitative Models for Marketing II | 1.5 |
| Methods/Related Field | |
| MGMT 900 Statistics II | 3 |
| Total Credits | 9 |
Examples of possible electives from other departments for the Marketing - Behavioural specialization include:
“The MSc in Management program (specialized in Marketing Analytics) from Smith at Queen’s University has been pivotal in my career advancement. Since graduating, I’ve been promoted twice within GSK’s global organization and recently relocated to our headquarters in London. The program equipped me with advanced analytical skills that weren’t widely used in my field before. I’ve introduced methods like difference-in-differences analysis and panel data regression to evaluate discount efficiency across brands and markets – tools that have led to measurable improvements in decision-making and company performance. There is often a gap between academia and corporate practice, and I’m proud to help close that gap by applying science and rigorous methods to real-world business challenges. Beyond the promotions, I find great fulfillment in the impact I’ve been able to create, and this program played a key role in that journey.”
Lifecycle Management and Strategy
GSK
London, England