Online Master of Science in Marketing

The Online Master of Science in Marketing master (OMSM) program has been designed in the heart of Silicon Valley to help students grow into visionary leader conversant in the burgeoning marketing technology field, or “MarTech.” MarTech describes the applications, interfaces, and tracking technologies that leading-edge marketing organizations use to operate with agility and solve the impossible-seeming marketing problems that arise in the contemporary digital world. Coursework for the MS in Marketing emphasizes all aspects of MarTech, from analytics and customer behavior tracking to social media integration and digital content strategy.

Powerful digital marketing tools demand responsible leaders who will use them ethically, with respect for consumer protection and privacy. With help from Santa Clara University's Markkula Center for Applied Ethics, we develop thought-provoking discussions of data collection, customer privacy, and other hot-button marketing issues with global impact today. As a result, students will graduate with a Master's in Marketing instilled with the values and perspective necessary to lead the right way in Silicon Valley and beyond.

Admissions

For admission requirements, please refer to Chapter 2. Admission correspondence also may be sent via email to msadmissions@scu.edu.

Admissions intake twice a year (Fall and Spring Quarter; September or March start)

Online MS Marketing Schedule

The Online MS Marketing Program will be largely asynchronous in learning materials such as readings, lecture videos, individual assignments, discussions, quizzes, and exams. However, courses may also involve a variety of group projects, group discussions, or office hours, requiring students to schedule some synchronous conversations with their groupmates and/or professors. A few elective courses require students to attend live, synchronous learning session. Students are notified at registration if the course requires synchronous sessions.

Residency

The program requires a 3-day on-campus residency at the start, which includes MKTG 3200 and will require coursework before and after the weekend. See Chapter 6 for more information regarding online programs.

Program Outline

The MS Marketing curriculum consists of 36 units across six core courses (18 units) and 16 additional units of electives.  

Students should refer to Chapter 5 regarding additional academic information policies. For course descriptions and prerequisites for core and electives, please refer to Chapter 8.

Curriculum Clusters

1. Core Business Knowledge (3 courses)

It gives students an understanding of the context in which information systems operate. Students acquire a basic knowledge of business and organizational requirements, enabling them to understand how information systems are designed and implemented. Students must complete all of the following courses:

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

2. Core Marketing Knowledge (3  courses) Teaches students about the technical aspects of information systems design and the strategic issues around using such systems. Students must complete all of the following courses:

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

3. Specialization (choice of 18 units)

Offers a variety of electives to help students develop capabilities in a specific area. Students must complete nine of the following courses or course units must equal 18 units total:

  • MKTG 3710 - Product Messaging and Positioning (2 units)
  • MKTG 3712 - Achieving Brand Leadership (2 units)
  • MKTG 3716 - Digital Advertising (2 units)
  • MKTG 3718 - Sales 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 - Marketing Analytics II (2 units)
  • MKTG 3740 - Retail Strategy (4 units)

GBP Anywhere Program

The GBP Anywhere Program allows MBA and MS students to take on-campus or online electives from other Graduate Business Programs. The GBP Anywhere Program will offer greater flexibility and course availability for all Online and Evening students. Online MS Marketing students may take up to 16 units of elective credit in the Evening MBA program and vice versa as long as the student has met the prerequisites. Tuition fees are based on the student’s original program.

Online students taking in-person courses must access all course materials through the Camino tile (not Online Camino) on the My SCU single-sign-on portal. If you encounter technical difficulties, email camino@scu.edu and onlinegradbusiness@scu.edu.

International students can take one online course as long as they  are enrolled in a minimum 8 units of on-campus classes. Additionally please note that international students may not be solely enrolled in an online course in their graduating term. They must be enrolled in at least one on campus course as well. In Summer quarter however they may take only an online course. Please contact ISS if there are any updates, questions or concerns regarding online courses and visa repercussions.

Below are additional Marketing courses available through the Evening MBA program curriculum. Online students should be aware that the courses stated below are synchronous and will require students to attend class on campus.

  • MKTG 3569 - New Business Venture (4 units)
  • MKTG 3588 - The Analytics of Optimal Pricing and New Product Decisions (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 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 3594 - Marketing Technology in a Business-to-Business World  (2 units)
  • MKTG 3713 - Business Model Frameworks (2 units)
  • MKTG 3802 - Mobile Marketing and mCommerce (4 units)
  • MKTG 3803 - Fundamentals of B2B Account Based Marketing (2 units)
  • MKTG 3805 - Healthcare Marketing (2 units)