Master of Science in

Marketing

Cutting-Edge Marketing

A cutting-edge graduate marketing program designed to provide knowledge in all aspects of the field, Golden Gate University's Master of Science in Marketing program comprises courses taught by leading professors and practitioners. Offered in-person or online, the program integrates theoretical and practical knowledge that prepares students for a professional marketing environment.

Request Info

Apply

Online
San Francisco
Hybrid

1,050 /unit

39 Total Units

Students in the Master of Science in Marketing program gain the skills necessary to manage a broad range of marketing challenges — from marketing strategy to digital marketing communications — through a variety of media channels, including the latest in social media platforms.

The degree is designed and taught by practicing marketing professionals with extensive industry experience. Career and networking opportunities are available through internships and the student chapter of the American Marketing Association.

Graduates will be equipped to design and execute a professional marketing plan, position a brand, create a budget, and conduct market research in a range of organizations including for-profit businesses, non-profit organizations, or marketing and advertising agencies.

MS in Marketing alumni are successful marketing professionals working in sectors ranging from health care to financial services to technology, with both business-to-business and business-to-consumer companies, in both the traditional and digital worlds.

PROFICIENCY REQUIREMENTS

Business Proficiency

Students will need to have an understanding of United States business practices to be successful in our graduate programs. Learn More

Math Proficiency

Students admitted to this program are expected to possess a level of mathematical skill at least equivalent to Intermediate Algebra (Math 20). Learn More

Writing Proficiency

Graduate degree programs require proficiency in writing to ensure that students are successful in their course of study. Learn More

TOTAL UNITS — 39

FOUNDATION PROGRAM — 9 UNITS

BUS 202: Fundamentals of Business
BUS 203: Professional Skills for Business
MATH 240: Data Analysis for Managers

ADVANCED PROGRAM — 30 UNITS

CORE COURSES — 18 UNITS

MKT 300: Marketing Management
MKT 305: Integrated Marketing Communications
MKT 336: Marketing Research
MKT 338: Consumer Behavior
MKT 337: Marketing Strategy & Planning (capstone, must be taken in the last 9 units of the program)
MKT 352: Digital Marketing & eCommerce

CONCENTRATIONS — 12 UNITS

Choose one of three concentrations

Digital Marketing Concentration
Individualized Concentration
Marketing Analytics Concentration

PLAN YOUR SCHEDULE

Projected Schedule

CONCENTRATIONS

DIGITAL MARKETING CONCENTRATION

The digital marketing concentration prepares students for roles in digital marketing, one of the fastest growing areas of marketing globally. Learn to engage your audience online and optimize their digital experience. Students have an opportunity to study search engine marketing, web and social network analytics, social media marketing, and e-commerce.

REQUIRED COURSES — 6 UNITS

Two of the following:

MKT 322: Social Media & Marketing
MKT 323: Search Engine Marketing
MKT 324: Web & Social Network Analytics

ELECTIVES — 6 UNITS

Any two 300-level courses with the MKT prefix or MGT 300.

INDIVIDUALIZED CONCENTRATION

An individualized concentration is designed by the student in collaboration with an academic advisor to meet the student's specific goals. These might include integrated marketing communications, brand management, or public relations.

REQUIRED COURSES — 12 UNITS

Any four 300-level courses with MKT prefix or MGT 300.

MARKETING ANALYTICS CONCENTRATION

REQUIRED COURSES — 6 UNITS

MSBA 320: Advanced Statistical Analysis with R & Python
MKT 324: Web & Social Network Analytics

ELECTIVES — 6 UNITS

Two of the following:

MSBA 326: Predictive Analytics & Machine Learning
MSBA 327: Text Analytics
MSBA 328: Data Visualization & Communication Through Storytelling

ADMISSION REQUIREMENTS

FOR ADMISSION TO THE MS MARKETING PROGRAM YOU MUST:

Hold an earned bachelor's degree from a regionally accredited US institution or the equivalent from a recognized foreign (outside the US) institution;
Demonstrate academic and professional capability to study at the graduate level;
Possess quantitative, writing, and computing skills needed to succeed in a competitive and dynamic environment.
Meet the proficiency requirements for the degree program.

LEARNING OUTCOMES

Obtain and apply insights into consumer behavior
Use primary and secondary research for marketing purposes
Define customer and market segments, identify specific target markets
Create meaningful and credible messages for selected targets and select appropriate media and methods for cost-effective marketing communications
Demonstrate analytical and problem-solving skills for making marketing decisions
Develop marketing initiatives for a given organization, including strategy, tactics, and measurable objectives as evidenced by a marketing plan
Work effectively in teams with diverse members
Communicate persuasively and professionally in writing and in oral presentations