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 work completion consists of the following:
Behavioural Stream
| Course | Credits | |
|---|---|---|
| Introduction to Research Methodology (MGMT 801) | 1.5 | |
| Experimental Research Method Design (MGMT 803) | 1.5 | |
| Statistics I (MGMT 800) | 3 | |
| Marketing Strategy & Management I (MGMT 840)* | 1.5 | |
| Research Development I (MGMT 847) | 3 | |
| Consumer Behaviour I (MGMT 842)* | 1.5 | |
| Survey Research Method Design (MGMT 804) | 1.5 | |
| Qualitative Research Method Design (MGMT 802) | 1.5 | |
| Consumer Culture Theory I (MGMT 844)* | 1.5 | |
| Quantitative Models for Marketing I (MGMT 945)* | 1.5 | |
|
Major Research Project (MGMT 898) |
||
Analytics Stream
| Course | Credits | |
|---|---|---|
| Applied Statistics and Econometrics (MGMT 988) | 3 | |
| Marketing Strategy & Management I (MGMT 840)* | 1.5 | |
| Research Development I (MGMT 847) | 3 | |
| Consumer Behaviour I (MGMT 842)* | 1.5 | |
| Consumer Culture Theory I (MGMT 844)* | 1.5 | |
| Econometric Methods (MGMT 890) | 3 | |
| Quantitative Models for Marketing I (MGMT 945)* | 1.5 | |
|
Elective |
3 | |
|
Major Research Project (MGMT 898) |
||
*Offered in rotation
“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