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Areas of Specialization

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

“I became fascinated with marketing analytics after attending a class taught by Professor Ceren Kolsarici, who was a visiting scholar at my institution, Koc University. I decided to change my focus from industrial engineering to marketing and left the PhD program at Koc for the MSc program at Smith. I had the opportunity to work on many different research projects while pursuing my MSc. The program taught me how to really tell a story by looking at data and using it to share the future of what you are investigating. Everything I learned is what was needed when I started my career as a data scientist at Booking.com. Fast forward to today, and I am enjoying working as a data scientist in London, England for Meta.”

Onur İnegöl, MSc (Specialization: Marketing)
Data Scientist
Meta
London, England