Master of Science in Marketing

The Master of Science in Marketing (MSM) program has been meticulously designed in the heart of Silicon Valley. The purpose of this program is to help students grow into visionary leaders well-versed in the rapidly expanding field of marketing technology, commonly referred to as, “MarTech.”

MarTech encompasses the various applications, interfaces, and tracking technologies that cutting-edge marketing entities use to navigate swiftly and tackle the challenges of the modern digital landscape. The MS in Marketing curriculum prioritizes extensive coverage of MarTech, spanning from analytics and customer behavior monitoring to social media incorporation and digital content strategy.

Powerful digital marketing tools demand responsible leaders who will use them ethically, with respect for consumer protection and privacy. In collaboration with Santa Clara University's Markkula Center for Applied Ethics, we encourage insightful dialogues on relevant topics like data collection and customer privacy, crucial in today's global marketing landscape. As a result, students acquire a Master's in Marketing infused with the values and perspectives vital for ethical leadership, not just in Silicon Valley but also in broader contexts.

A distinctive feature of the Master of Science in Marketing program is its flexible learning format, designed to meet the evolving needs of today's professionals. Students have the ability to transition between online and in-person course delivery, providing the freedom to adapt their learning experience as personal and professional circumstances change. This approach allows students to maintain academic momentum while benefiting from the collaborative, innovative environment of Silicon Valley and the convenience of online learning.

Admissions

For admission information, refer to Chapter 2.

Program Outline

The MSM curriculum consists of 36 units across 6 core courses (18 units) and 16 additional units of electives.

The MSM program offers both online and in-person course modalities throughout the academic year across core and elective coursework. This flexible structure allows students to select the learning format that best fits their schedules and professional commitments each term, while receiving the same rigorous curriculum, distinguished faculty instruction, and comprehensive student support regardless of course modality.

For additional academic information policies,  refer to Chapter 5.

For course descriptions and prerequisites for core and electives, refer to Chapter 8.

Curriculum Clusters

1. Core Business Knowledge (3 courses)

These courses provide students with a comprehensive understanding of contemporary marketing practices, including the integration of technology, ethical considerations inherent in marketing activities, and the ability to adapt to evolving marketing trends.

  • MKTG 2300          Marketing Trends and Technology (2 units)
  • MKTG 2316         Foundations of MarTech (2 units)
  • MKTG 3200        Ethics for Managers (2 units)

2. Core Marketing Knowledge (3  courses) 

These courses provide students with a solid foundation in marketing theory, consumer behavior analysis, and marketing analytics, equipping them with the skills and knowledge needed to excel in marketing roles across industries. They learn how to develop strategic marketing plans, effectively target and engage customers, and measure the success of marketing campaigns, preparing them for successful careers in marketing management, market research, digital marketing, and related fields.

  • MKTG 3000         Marketing is Everything (4 units)
  • MKTG 3554         Analyzing Customers and Markets (4 units)
  • MKTG 3597         Marketing Analytics (4 units)

3. Electives (18 units)

The program offers a range of electives designed to help students build expertise in specific areas. Please note that not all electives will be available every academic year. Some examples of electives that may be offered include:

  • MKTG 3569         New Business Venture (4 units)*
  • MKTG 3572         Product Management - Concept to Execution (4 units)
    –  Students cannot take MKTG 3572 if they have taken MKTG 3700 (Product Innovation)
  • MKTG 3588          The Analytics of Optimal Pricing and New Product Decisions (4 units)*
  • MKTG 3590         Go-to-Market Strategy (4 units)*
    – Students cannot take MKTG 3590 if they have taken MKTG 3574 (Sales Force Management) or MKTG 3724 (Distribution Channels)
  • MKTG 3592         Internet Marketing and eCommerce (4 units)*
  • MKTG 3592         Marketing Technology in a Business-to-Business World (2 units)*
  • MKTG 3596         Integrated Marketing Communications
  • MKTG 3700         Effective Business Communications**
  • MKTG 3710         Product Messaging and Positioning (2 units)
  • MKTG 3712         Achieving Brand Leadership (2 units)
  • MKTG 3713         Business Model Frameworks (2 units)*
  • MKTG 3716         Digital Advertising (2 units)**
  • MKTG 3718         Sales Force Design and Management (2 units)**
  • MKTG 3720         Product Innovation (2 units)**
  • MKTG 3726         Programmatic Advertising (2 units)**
  • MKTG 3728         Social Media Marketing (2 units)**
  • MKTG 3730         Fundamentals of B2B Account-Based Marketing (2 units)
  • MKTG 3732         MarTech Integration and Challenges (2 units)**
  • MKTG 3734         Distribution Channels (2 units)**
  • MKTG 3736         E-commerce: Challenges and Opportunities (2 units)**
  • MKTG 3738         Introduction to Data Science in Marketing (R) (2 units)**
  • MKTG 3740         Retail Strategy (4 units)**
  • MKTG 3801         Social Media Marketing (4 units)
  • MKTG 3802         Mobile Marketing and mCommerce (4 units)*
  • MKTG 3805         Healthcare Marketing (2 units)*

*Offered in-person only
** Offered online only

Career Requirement

To support your career growth and professional advancement, all MS graduate programs at SCU require students to meet with a career coach at least once as part of the graduation requirements. This engagement is designed to help you foster a relationship with the Graduate Business Career Management Service Team early on in your program, allowing you to take full advantage of the career resources available to you both during and after your time at SCU.

These resources include workshops, career coaching sessions, resume reviews, and career reflections. We want to ensure that you’re well-prepared for your future career and that you have the tools to navigate the job market successfully, both as a student and as an alumnus. While you're enrolled, you can complete these requirements at your convenience, but they must be finished by your final quarter to be eligible for graduation.