Master of Science in Marketing
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.
Students gain the skills necessary to manage a broad range of marketing challenges -- from marketing strategy to digital marketing communications -- via a variety of media channels, including the latest in social media platforms.
Graduates of the program 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.
The program's 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.
Upon successful completion of the program, students will be able to:
- Design, compile, and produce a professional-quality marketing plan
- Design, deploy, analyze, and report a marketing research survey
- Carry out an effective search for secondary information on marketing subjects
- Create the overall structure of an integrated marketing communications plan
- Create a professional-quality competitive analysis
- Compile a marketing budget
- Work effectively in teams
...and be knowledgeable about:
- Marketing strategy and tactical implementation
- Market segmentation, targeting, positioning, and differentiation
- Brand and product management
- Distribution channels and value chains
- The concept of integrated marketing communications and its implementation
- Pricing methods
- Quantitative and qualitative research methods
- Applications of marketing concepts in varied contexts such as for-profit, non-profit, product, service, business to business, business to consumer, Internet, and global.
Ageno School of Business Courses: $2,925 per 3-unit course.
Tuition varies for other courses. See Tuition & Fees for details.
The master of science degree in integrated marketing communications requires completion of 45 semester units in the foundation and advanced programs. Nine of those units are in the foundation program and can be satisfied at Golden Gate University, or through transfer credit from undergraduate or graduate courses completed at other accredited institutions. Students may be admitted to advanced program courses before completion of the entire foundation program, but must complete the foundation program by the time that 12 units have been earned in the advanced program. With the approval of the program director, students with sufficient backgrounds in the subjects covered by required courses may substitute other courses.
Graduate Writing Proficiency Requirement
Students admitted to the master of science in integrated marketing communications degree program must meet the graduate writing proficiency requirement within the first nine units of the program by successfully passing the Graduate Writing Proficiency Exam or by completing ENGL 201, Graduate Writing, with a grade of B or better.
Math Proficiency Requirement
Students admitted to this program are expected to possess a level of mathematical skill at least equivalent to:
TOTAL UNITS -- 45
FOUNDATION PROGRAM -- 12 UNITS
- ACCTG 201
- Accounting for Managers
- ECON 202
- Economics for Managers
- FI 203
- Financial Analysis for Managers
- MATH 240
- Data Analysis for Managers
ADVANCED PROGRAM -- 33 UNITS
CORE COURSES -- 15 UNITS
- MKT 300
- Marketing Management
- MGT 300
- Managerial Analysis and Team Dynamics
- MKT 305
- Integrated Marketing Communications
- MKT 336
- Marketing Research
- MKT 337
- Marketing Strategy and Planning (must be taken as part of the final 12 units of the advanced program)
ELECTIVE -- 3 UNITS
Any 300-level course for a total of 3 units. Consult the advisors in the Department of Marketing and Public Relations for recommended courses.
CONCENTRATION -- 15 UNITS
(one of the following)
The general concentration permits students to choose from among the full array of marketing and public relations course offerings. Students whose career objectives inspire them to a broad sampling of the various specializations of the field, as well as those who are not yet ready to declare a specific career focus, will find the flexibility of this concentration attractive.
REQUIRED COURSES -- 15 UNITS
Any five 300-level courses with MKT or PR prefix.
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 Internet marketing including data analytics for marketing, social media marketing, e-commerce, and search engine marketing.
REQUIRED COURSES -- 9 UNITS
and two of the following courses:
- MKT 322
- Social Media and Marketing
- MKT 323
- Search Engine Marketing
- MKT 324
- Data Analytics for Business
ELECTIVES -- 6 UNITS
Any two 300-level courses with the MKT or PR prefix.
MARKETING AND PUBLIC RELATIONS DEPARTMENT
- Jan Ahrens, Senior Adjunct Professor
- Andrey Aredakov, Adjunct Professor
- Thea Bellos, Senior Adjunct Professor
- Nicole Birdsall, Adjunct Professor
- Vincent Canobbio, Adjunct Professor
- Kerry Curtis, Professor Emeritus
- Anthony J. DeLeon, Senior Adjunct Professor
- Thomas Tad Duffy, Senior Adjunct Professor
- Ali Haris, Adjunct Professor
- Sue Ann Hirschberg, Adjunct Professor
- Mary Jean Koontz, Senior Adjunct Professor
- James Lee, Adjunct Professor
- Sheila McKnight, Adjunct Professor
- Jeff J. Pallin, Senior Adjunct Professor
- Laura Pogue, Senior Adjunct Professor
- Holly Potter, Adjunct Professor
- Henry Pruden, Professor
- John Rooney, Adjunct Professor
- Jack Saunders, Distinguished Adjunct Professor
- Michael Savod, Distinguished Adjunct Professor
- Randy Shandobil, Adjunct Professor
- Ted L. Simon, Adjunct Professor
- Don Surath, Adjunct Professor
- Blodwen Tarter, Chair and Professor of Marketing and Public Relations
- Richard Trutz, Senior Adjunct Professor
- Goldie Viegas, Adjunct Professor
- Susan Walters, Adjunct Professor
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