Apr 20, 2024  
2012-2013 CU Denver Catalog 
2012-2013 CU Denver Catalog [ARCHIVED CATALOG]

Marketing MS

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Program Director: David Forlani
Telephone: 303-315-8420
E-mail: David.Forlani@ucdenver.edu



Lawrence Cunningham, DBA, University of Tennessee
Susan Keaveney, PhD, University of Colorado
Clifford Young, PhD, University of Utah

Associate Professors:
David Forlani, PhD, University of Minnesota
Vick Lane, PhD, University of Washington
Madhavan Parthasarathy, PhD, University of Nebraska

Senior Instructor:
Mary Lee Stansifer, PhD, Northwestern University

Peter Miller, MA, Farleigh Dickenson University

The MS in Marketing degree is designed to provide the skill sets necessary for you to succeed in middle (e.g., brand manager, advertising account executive) and upper level (e.g., CMO) positions in marketing and for those who interface with an organization’s markets (e.g., customer service or operations).

Your MS in Marketing degree from the University of Colorado Denver consists of 30 hours:

  • 18 semester hours of marketing core courses
  • 12 semester hours of graduate electives

We highly recommend that one of the electives include a marketing-related internship, especially for those making a career change or without prior experience in marketing.  Further, as has been our policy, if you feel that you would benefit by substituting a one or two graduate electives for a marketing elective, the marketing program director will help to work out a plan designed to meet your specific career needs. You must complete the following 18 hours of marketing core courses and then you can choose from two paths to complete the remaining 12 hours. You can select the “build your own MS marketing degree” option or one of the eight specializations.

Graduate Core in Marketing

Marketing Electives

Build Your Own MS Marketing Degree with 9 semester hours of MKTG electives

Total: 30 Hours

…or complete one of the following marketing specializations (listed alphabetically).

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). A 3-semester-hour internship can be substituted for an elective in any area of specialization with the approval of the marketing program director.

Brand Management and Marketing Communications

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 endeavor’s probability of success. If you aspire to be the next Bill Gates, this is a “must take” degree path for you.

Internet Marketing

Are you interested in a degree that blends Web development and application strategies with marketing?  This, then, is the specialization for you.  This specialization covers all aspects of Internet marketing including the functions associated with Web sites for marketing communication and customer support, one-to-one communication to many different receiving devices, marketing via social networks, consumer behavior insights based on offline and online data combination, inventory optimization through CRM-SCM integration, and a focus on ROI and associated performance metrics.  With Internet marketing poised to take off globally, especially in developing countries where consumers may not have access to the latest products in local stores, this is indeed the wave of the future.

Marketing for 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 Research

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).

Sports and Entertainment Marketing

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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