Program Requirements

General Program Requirements:
Number of Credits Required Beyond the Baccalaureate: 30

Required Courses:1

Core Courses
ADV 5501Advertising Research and Strategy3
ADV 5502Media Planning and Analysis3
ADV 5504Visual Communication and Branding3
ADV 5505User Experience Design and Strategy3
ADV 5506Advanced Strategies in SEO and SEM3
MKTG 5001Marketing Management/Strategy 23
MKTG 5101Consumer and Buyer Behavior3
MKTG 5104Marketing Strategy3
STAT 5602Visualization: The Art of Numbers and the Psychology of Persuasion3
Capstone Course
MKTG 5118Marketing MS Capstone 33
or MKTG 5182 Independent Study
Total Credit Hours30

Culminating Event:
Capstone Experience:
Through MKTG 5118 Marketing MS Capstone, students collaborate on a real-world business challenge in the marketplace. Each student plays a critical role in developing a comprehensive strategic marketing plan. Collaboratively, students own responsibility for accurate segmentation, targeting, positioning, value generation, and feasibility for a brand company, product, or product line. Students in the MS/STAM degree program assess the effectiveness of the brand’s current advertising and communication strategies while guiding students in the Marketing Research and Insights M.S. program on research objectives that are actionable. In turn, those students guide MS/STAM students on sound research planning, survey development, execution, and data analysis while identifying strategic outcomes. All students work together to finalize a commercial-grade marketing strategy and plan of tactics worthy of business management approval. All students learn to apply team leadership practices while developing a strategic marketing plan and gaining hands-on experience that can help accelerate a career in their respective fields. Success in this course requires playing an active role through a field research project that facilitates knowledge, skill, and competency in developing a company’s product line and robust communication strategy and plan for implementation.

Alternately, MS/STAM students may request approval to take MKTG 5182 Independent Study as their culminating course.