Marketing

Admissions | Program Structure | Marketing Seminars | Recent Thesis Topics

The MSc in Marketing is designed for those who wish to enhance their expertise in the most up-to-date marketing theories and in the tools and methods used to conduct advanced marketing research. The program provides graduates with the skills and expertise to manage large research projects and prepares them to pursue successful careers as marketing specialists in fields such as brand management, new product development, communications and marketing research. Those who wish to pursue their studies at the doctoral level will find that the program provides a solid theoretical base for advanced research and consulting work.

The full-time program is typically two years long. Most course work is completed in the first year and provides students with the theoretical basis and research techniques necessary to undertake their thesis research. Throughout the program, students also acquire solid analytical skills, which they will apply during the thesis stage.

A JMSB MSc in Marketing prepares students for careers as marketing specialists in various fields, including brand management and marketing research. It is also provides an invaluable foundation for those who wish to pursue doctoral studies and a career as a business professor or consultant.

Admissions

We welcome applications from business majors, as well as from those who have majored in psychology, sociology, economics, or other non-business disciplines.

Program Structure

The MSc program is a 45-credit program.

Recommended MSc Program Plan for Marketing Students

Year 1

Fall	Winter	Summer
2 core courses (MSCA 602 & MSCA 615)	4 specialized seminars (electives)	Preliminary thesis work
2 specialized seminars (electives)		Thesis proposal and data collection

MSc Program Structure (Year 2)

Fall	Winter	Summer
Thesis work-	Thesis defence	-
	Graduation

Marketing Seminars

MSCA 662 - Consumer Research
MSCA 665 - Marketing Communications
MSCA 668 - New Product Innovation
MSCA 672E - Psychology of Decision Making
MSCA 672G - Segmentation and Positioning in Marketing
MSCA 672T - Brand Management
MSCA 672 U - Research in Retailing

Recent Thesis Topics

• Critical Success Factors in the Design of Customer Experiences
• Advertising Skepticism among Adolescents: An Extension into the Social Marketing Arena
• Consumers' Reactions to Service Failures: The Intervening Roles of Anger and Gender
• How Product Intangibility and Its Moderators Affect Perceived Risk in Online Shopping Setting
• Exploring the Growth of the Television Audience for the Olympic Winter Games in 'Non-Traditional' Markets
• An Empirical Investigation of Price Rigidity in the Grocery Retail Sector
• The Sweet Sound and Smell of Success: The Interactive Effects of Music and Scent on Consumer Perceptions and Behavior