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2019-2020 Graduate Catalog [ARCHIVED CATALOG]
Marketing MS
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Program Director: Vicki Lane
Telephone: 303-315-8468
E-mail: Vicki.Lane@ucdenver.edu
The MS in Marketing degree is designed to provide the skill sets necessary for you to succeed in Marketing Management careers. These positions include upper-level positions (e.g., Chief Marketing Officer), middle-level positions (e.g., Brand Manager, Advertising Account Executive) and positions for those who interface with an organization’s markets (e.g., Marketing Analysts). Your MS in Marketing degree from the University of Colorado Denver consists of 10 courses as follows:
- Common Core - 7 courses (21 semester hours)
- Specialization Option - 3 courses (9 semester hours)
Everyone completes the same 7 common core courses and then chooses their Specialization option that consists of 3 courses. For the Specialization, you can choose from three “Signature” Specializations, four Cross-Over Specializations, or customize your program with three graduate marketing courses of your choice.
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Marketing Electives or Specialization: (9 hours)
Students may select any course numbered 6000 or higher with a MKTG prefix OR students may choose from the marketing specializations.
The specializations are areas of focus that will appeal to those who have specific interests or are looking to apply their marketing acumen in particular contexts (e.g., interface with engineering or work in a multinational or nonprofit environment).
Advanced Market Analytics in a Big Data World
Marketing and survey researchers gather information about what people think, measure customer satisfaction and repurchase intentions, help companies decide what goods and services to offer and at what price, and detect up-and-coming trends. Marketing researchers need good quantitative skills, strong analytical skills and a good understanding of marketing and buyer behavior. Many of our alumni got their starts in marketing research positions. According to the U.S. Bureau of Labor Statistics, employment is expected to grow faster than average with the best job opportunities for those with an MS marketing degree (Don’t just take our word for it; check out http://www.bls.gov/oco/ocos013.htm).
Brand Communication in the Digital Era
Are you interested in a career in advertising, promotions or public relations? How about furthering your career in marketing management? Advertising, promotion and public relations managers are creative, highly-motivated individuals who are flexible yet can meet a deadline. They need good verbal and written communication skills and the ability to work well with people. Similar talents are needed by those involved with brand management. This task is central to all marketers, especially those involved with perceptual positioning and the deliverance of positions in a target market (e.g., those working in any phase of market communication and R&D) The U.S. Bureau of Labor Statistics reports that, because of the high visibility of these positions, these managers are often prime candidates for top C-level positions. The job outlook remains promising but competition will be keen, and the best opportunities will go to those with an MS in marketing or an MS marketing /MBA dual degree. (Don’t take our word for it, see http://www.bls.gov/oco/ocos020.htm).
Global Marketing
One of the growing themes of the 21st century economy is the growth of world trade. There is continuing demand for individuals who understand the how to conduct marketing across many different international environments as well as rapidly growing areas such as China and the emerging markets. This specialization prepares you to effectively compete and succeed in this environment. High-Tech/Entrepreneurial Marketing
The American economy was built on a spirit of innovation, hard work and entrepreneurship, and this is surely going to be the path that assures continued American dominance in the technology and business development fields. Most smart innovators know that, in addition to the financial and managerial aspects of a business, it is the marketing function that often makes the difference between success and failure. Whether your interest is in corporate intrapreneurship and the development of high-technology oriented innovations or individual entrepreneurship and the development of a small business with minimal funds, knowing how to create and implement appropriate marketing strategies is fundamental to achieving your goals. This specialization allows you to focus on the type of new business creation path that best suits your aspirations while greatly enhancing your endeavors probability of success. If you aspire to be the next Bill Gates, this is a “must take” degree path for you. Marketing and Global Sustainability
The world has changed. More than ever, companies around the globe need to introduce smart, sustainable brands to lead the way into the future. The strong core of MS marketing courses will give you the skills to become an effective marketing manager, while the specialized set of sustainability courses will give you the knowledge to work toward a better tomorrow. The sustainability courses will focus on the triad of economic, environmental and social sustainable development.
Marketing Intelligence and Strategy in the 21st Century
According to the Bureau of Labor, in 2015 the median salary for Marketing, Advertising, and Promotions Managers was $124,850. This Specialization is designed to prepare students for these careers across various industries, whether services, products, global, or domestic. It provides a balance across strategy and intelligence. Skills, interests, and capabilities that are relevant include the following:
- Savvy in cultivating and maintaining business relationships
- Capacity to communicate effectively
- Interested in understanding how consumer psychology affects market success
- Fascinated with popular culture and its creation of market opportunities
- Captivated by the integration of branding with media, entertainment, and sports
- Intrigued by the “Internet of things” and how this is changing the relationships between organizations and consumers
- Focused on Creative approaches to business challenges
- Ability to think “out-of-the-box” and generate new ideas to solve market problems
- Knack for planning and organization
- Skill in managing people and resources
Sports and Entertainment Business
The sports business industry is one of the largest and fastest growing in the United States. Add to that the burgeoning music, film, theater, television, cable and other entertainment industries and you’ve got virtually limitless choices. Every one of those industries needs good marketers. The strong core of marketing courses in the MS marketing program will give you the skills you need to hit the ground running with the specialized courses to teach you how to tailor your skills to the unique needs of the sports and entertainment industries.
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