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Curriculum

This 36-credit hour, 10-month program utilizes cutting edge curriculum to address the changing landscape of businesses and career opportunities. It develops foundational skills in information systems and technologies and problem solving.

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MSM
MSM

  • Coursework That Launches Your Career

    The MSM program offers core courses a number of electives in emerging technologies. A Capstone class is required of all students and is an opportunity to work with real world companies to build systems utilizing technologies learned in the MSM program. With approval from the Program Director, you have the opportunity to take up to six credit hours outside of your course offering.
    Explore Core Courses View Your Elective Options

MSM Courses Per Term

Summer Term | 6 Credit Hours | July – August

Marketing Methods

BA S 381T | 3 credits | core course

 

Marketing is the business function that addresses the design and implementation of strategies that serve to create, build and sustain value for the firm’s customers, and to capture a portion of that value for the firm. Successful design and implementation of marketing strategies involves the identifying and measuring customers’ needs and wants, selecting and targeting appropriate customer segments, and developing an appropriate mix of products, pricing, promotion and distribution to attract, retain, and develop customers that help achieve the firm’s performance goals. Learning objectives in this course include developing a structured and disciplined approach to the analysis of marketing problems; sharpening decision-making skills by making and defending marketing decisions in the context of realistic problem situations; appreciating how the elements of a successful marketing program fit together.

Financial Management

BA S 385T | 3 credits | core course

 

Financial management provides an introduction to fundamental concepts in finance. These concepts provide a framework for analyzing capital budgeting decisions (the investment decision). Examples of investment decisions could include whether a firm should start a new product line or offer a warranty with a product. In order to understand capital budgeting, we must also study several underlying topics such as the goal of the firm, time value of money, financial statements, cash flows, and the cost of capital. This course introduces students to these concepts and their application through a combination of lectures and problems.

 

Statistics for Marketing

MKT S 382 | 3 credits | core course

 

This course engages with real-world data using the language of statistics to build models and apply analytical techniques that facilitate business decision-making. You will learn tools and approaches to address a fundamental question: understanding relationships between variables. Linear (and generalized linear) models will be applied in determining the existence of such relationships and in quantifying the strength of the relationship. Particular emphasis will be given throughout the course to enhancing your skill-set with software that facilitates the organization and visualization of data as well as the estimation and interpretation of statistical models.

Fall Term | 15 Credit Hours | August – December

Product & Brand Management

MKT 282 | 2 credits | core course

 

Products (and services) are at the heart of marketing and managing the balance between successful introduction of new products while continuing to market current products is often the key to a firm’s sustained growth. This course will expose students to the principles of product management including assessing the health and profitability of a product portfolio, developing go-to-market strategies for new products, and positioning and repositioning of current products. In addition, the course will address the basic building blocks of growing and managing a brand while integrating it seamlessly into the overall marketing activities of the firm.

 

Data Visualization & Storytelling

MKT 182 | 1 credit | elective course

 

Data visualization is becoming an increasingly sought-after skill set in the workforce and a core component to the Business Intelligence processes. This course will introduce data visualization best practices and expose students to Tableau as a tool for visualizing data. Students will develop skills in graphically representing complex data for the purpose of summarizing, interpreting, and deriving business decisions. 

 

The Role of Marketing in Societal Bias, Stereotyping, & Social Justice

MKT 182 | 1 credit | elective course

 

Bias and stereotypes are everywhere, and they’ve been around since the beginning of time. Therefore, it should not be a surprise that they exist (and in some cases flourish) in the field of marketing. In this course we will examine the origins of bias and how it works its way into brands – be it through internal marketing, external agencies, or the media. We will also explore the secret weapon companies are using to combat bias day-to-day, and how it’s changing the way we do business. 

Spring Term | 15 Credit Hours (7 Elective Hours) | January – May

Marketing Intelligence Capstone

MKT 382 | 3 credits | core course

 

The marketing intelligence capstone course is a hands-on learning experience aimed at pulling together all of the different tools and frameworks learned across the MSM curriculum. Students work in teams with an organization on a real marketing problem. This gives students the opportunity to tackle a problem with imperfect data, uncertainty, a constantly changing environment, and real deliverables. Students will work under the advisement of the faculty member, as well as with individuals from the “client” organization. In addition to a deep hands-on experience, the course includes workshops and case studies with practitioners from several different organizations providing students with exposure to cutting edge techniques and best practices.

 

Marketing Analytics II

MKT 382 | 3 credits | core course

 

The effectiveness of marketing decisions highly depends on the information obtained through marketing analytics. Marketing analytics allows companies to gain an advantage by serving customers better than competitors do. The course Marketing Analytics II builds upon Marketing Analytics I and will cover a number of advanced analytics problems focusing on methodologies and their implementations.

Students will enhance their knowledge and understanding of how marketing analytics is applied in practice and can benefit marketing decision-making. There is a high level of “hands-on” knowledge and active learning involved, so that students will be able to implement the techniques in their future careers. Teamwork is an important part of this course as well. Students collaborate with team members on projects covering an array of practical business settings and communicate findings and recommendations in written reports and in-class presentations. Different research designs, methods of model estimation (Bayesian and frequentist), marketing models and analyses are discussed and applied in individual and team projects. The course helps students to gain hands-on knowledge of marketing analytics and how to use and interpret the information it provides. The scope will range from qualitative to experimental and quantitative analyses used to support marketing decisions. Projects focus on topics such as experimental design, conjoint analysis for new product development, resource allocation in the context of customer satisfaction, market segmentation, brand positioning, pricing, new customer acquisition, and customer retention.

 

Consumer Behavior & Experimental Design

MKT 382 | 3 credits | core course

 

This course will introduce behavioral marketing, both as a topic and a way of thinking and gathering data. We will both read about research and conduct our own experiment, including gathering data and analyzing the results.

 

Digital Marketing & Measurement

MKT 382 | 3 credits | core course

 

In today’s world, it is difficult to imagine running a business without an online presence. Consumers spend a significant portion of their time online, and, when buying a product, they may collect information from the web, make a purchase on the web, or both. For many companies, the web has become a crucial component of their marketing strategy. This course is designed to provide students with knowledge pertaining to these strategies. This course has three main objectives. (1) Students will gain background knowledge to navigate Internet Marketing topics including online advertising, search, social media, and online privacy. (2) Students will learn to design, implement, and evaluate an experiment to measure the effectiveness of online business decisions. (3) Students will become certified users of HootSuite, a social media management platform. Additionally, students will learn and apply best practices for social media marketing.

 

Market Data & Demand Modeling

MKT 182 | 1 credit | elective course

 

This course exposes students to industry data that are used by marketers to understand consumer demand from both an aggregate (retail outlet) and disaggregate (individual household) perspective. Students will gain experience developing insights from data that are used to guide business decision making. Specific emphasis in the class will be given to building demand models that incorporate elements of the marketing mix for the purpose of attribution analysis. The course will be taught using the R statistical computing environment. Both project-based and individual performance assessment will be aspects of the course. This course is useful for individuals seeking careers in brand management, retail analytics, management consulting, and product management.

 

SQL

MKT 182 | 1 credit | elective course

 

Advanced SQL for data analysis. This course builds on material introduced in Data Analysis & Visualization. Topics include advanced SQL SELECT techniques, joins, index use, transactions, database schemas, and data modeling. Emphasis is on practical queries and navigating schemas.

Academic Calendar

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A Peek Into the MSM Classroom

Closeup of MSITM students listening in class

Explore the Classes You'll Take

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  • Starfield Library in Seoul, Korea

    Explore how to turn emerging technology into XXX

    MSM Class Name taught by First and Last Name

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  • Tower Stone Detail (Seal)

    Learn how to do XYZ that translates into the real world.

    MSM Class Name taught by First and Last Name

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  • Discover cybersecurity and how to keep XXX from XXX.

    MSM Class Name taught by First Name Last Name

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  • Professor Kishore Gawande Teaching

    Take an idea and look at the analytics behind it.

    MSM Class Name taught by First Name Last Name

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