Academic Programs Catalog

The Eli Broad College of Business and The Eli Broad Graduate School of Management

Department of Marketing

Douglas E. Hughes, Acting Chairperson
 


Undergraduate Programs

The Department of Marketing provides undergraduate education in marketing, which involves the selection of target markets and the development of strategies and tactics that create, deliver, and communicate value to customers and in so doing generate profitable revenue for the firm. This includes generating consumer and competitive insights through market research and managing products, pricing, distribution channels, and marketing communications.  Introduction in this field is designed to provide an understanding of the concepts necessary for performance in both managerial and entry-level positions in profit and non-profit organizations.

Each program of study is structured to offer sequential study useful for broad personal and professional development.  The required courses are designed to provide necessary understanding, integration, and skill development in marketing fundamentals, while specialty courses offer students the opportunity to apply concepts and gain additional knowledge in accordance with student interests and career paths. Emphasis is placed on the integration of critical thinking, quantitative analysis, and broad communication skills.

The department also offers a Minor in Sales Leadership.  This program affords students the opportunity to acquire and develop skills needed to effectively engage with customers in a consultative fashion and to thrive as value-added sales and business development leaders.  More information about this program may be found at www.salesleader.msu.edu.


 


Marketing

The Marketing program at Michigan State University is known for producing managers who can manage and lead the marketing function at for profit and nonprofit organizations. The marketing program is designed to help students understand business activities such as identifying customer needs through market research, segmenting markets, targeting and positioning products and services, new product management, making the product or service available to customers, and communicating the benefits of the product or service to customers. The marketing program provides an opportunity for students to develop the analytical, planning, implementation, and process control skills necessary for rewarding careers in marketing management , marketing strategy and marketing research.

Requirements for the Bachelor of Arts Degree in Marketing

  1. The graduation requirements of the University as described in the Undergraduate Education section of this catalog; 120 credits, including general elective credits, are required for the Bachelor of Arts degree in Marketing.

    The completion of Mathematics 103 and 124 [referenced in item 2. below] may also satisfy the University mathematics requirement.

    The University's Tier II writing requirement for the Marketing major is met by completing Marketing 460.  That course is referenced in item 3. a. (1) below.
  2. The requirements of The Eli Broad College of Business for the Bachelor of Arts degree in the majors that comprise the Business Administration Programs.
  3. The following requirements for the major:
    a. Major Field of Concentration:  A minimum grade–point average of 2.00 in the courses that are listed below (15 credits):
    (1) All of the following courses (9 credits):
    MKT 302 Consumer and Organizational Buyer Behavior 3
    MKT 319 Marketing Research 3
    MKT 460 Marketing Strategy (W) 3
    (2) Six credits from the following courses:
    MKT 313 Personal Selling and Buying Processes 3
    MKT 351 Retail Management 3
    MKT 383 Sales Management 3
    MKT 410 Product Innovation and Management 3
    MKT 412 Marketing Technology and Analytics 3
    MKT 415 International Marketing Management 3
    MKT 420 New Product Design and Development 3
    MKT 430 Key Account and Customer Relationship Management 3
    MKT 490 Independent Study 1 to 3
    MKT 490H Honors Independent Study 1 to 3
    MKT 491 Special Topics in Marketing 3

Students may elect to complete more than 6 credits from the courses that are listed in item 3. a. (2) above with the understanding that the grades  earned in such courses will be included in the computation of the grade–point average of courses in the Major Field of Concentration.


Linked Bachelor's-Master's Degree in Marketing Research

Bachelor of Arts Degree in Marketing
Master of Science Degree in Marketing Research

The department welcomes applications from Michigan State University Marketing undergraduate students in their junior and senior year.  Admission applications must be made during the prior spring semester for an anticipated spring graduation or the prior fall semester for an anticipated fall graduation to allow admission before the final semester as a Marketing undergraduate.  Admission to the program requires a minimum undergraduate grade-point average of 3.5, completion of the required prerequisites for the master’s program and an approved program of study for the Master of Science degree in Marketing Research at the time of admission. Admission to the Linked Bachelor’s-Master’s program allows the application of up to 9 credits toward the master’s program for qualifying 400-level and above course work taken at the undergraduate level at Michigan State University or an external accredited institution. The number of approved credits, not to exceed 9, are applied toward the credit requirement of the master’s degree. Credits applied to the Linked Bachelor’s-Master’s program are not eligible to be applied to any other graduate degree program.



Graduate Study

The Department of Marketing offers Master of Business Administration degree programs with a concentration in Marketing.  For information about this program, refer to the Master of Business Administration statement in the Broad College section.

The department also offers a Master of Science degree in Marketing Research.  This is a specialized program that enables students to build or accelerate careers in marketing research.  The program is available in two formats: 1) 12-month full-time program that includes an internship period or real-life marketing research projects; 2) 20-month online program designed for working professionals.

In addition, the department offers a Doctor of Philosophy degree program with a major in Marketing.  For information about this program, refer to the Doctor of Philosophy statement in the Broad College section.

Students may also pursue a Graduate Specialization in Business Concepts for Environmental Sustainability and Conservation.


Marketing Research - Master of Science

Master of Science

The Master of Science degree in Marketing Research prepares individuals for careers in marketing research and is designed  to develop consulting, research strategy, and marketing analysis skills. This degree program is  available under Plan B (without thesis) and may be  completed in one calendar year including course work and a summer-session  internship (or company project), or in a 19-month hybrid part-time format. Students must complete the internship or company project in the summer session.

In addition to meeting the requirements of the University and of the Eli Broad College of Business and Graduate School of Management, students must meet the requirements specified below.

Admission

To be considered for admission to the Master of Science degree in Marketing Research, an applicant must:

  1. Submit to the Department of Marketing a completed application for graduate study that is available online from the Office of Admissions.
  2. Have a bachelor’s degree from a recognized educational institution.
  3. Have a grade-point average of at least 3.00 in the last two years of undergraduate work.
  4. Take the Graduate Management Admission Test (GMAT) and have the scores submitted to the Master of Science in Marketing Research program. The test must be taken within the time frame specified by GMAT. For students with a science or social science background, the GRE may be substituted. 
  5. Have some marketing or research experience.

Admission to the program is competitive and subject to space availability. Meeting the minimum standards above does not guarantee admission. The applicant’s overall record is considered including letters of recommendation, the student’s statement of objectives, work experience, extra-curricular activities, and Test of English as a Foreign Language (TOEFL) scores for international students.

Prior to enrollment in the Master of Science degree in Marketing Research, the student must have:

  1. Completed, with a grade of 3.00 (B) or higher, college-level courses in statistics, covering probability theory and distributions, descriptive   statistics, sampling, estimation, and hypothesis testing.
  2. A working knowledge of personal computers including word processing, spreadsheets, networking, and database management systems.
  3. A basic understanding of accounting, finance, marketing, and the management of people.
  4. A laptop computer.

Requirements for the Master of Science Degree in Marketing Research

The Master of Science degree in Marketing Research is available under Plan B (non-thesis). Students must complete an internship or company project in the summer session. A total of 34 credits is required for the degree. The student’s program of study must be approved by the program director.

1. All of the following courses:
MKT 805 Marketing Management 3
MKT 806 Marketing Research for Decision Making 3
MKT 807 Consumer Insights 3
MKT 819 Advanced Marketing Research 3
MKT 829 Marketing Technology and Analytics 3
MKT 843 International Marketing Research 2
MKT 856 Consulting Practicum in Marketing 3
MKT 861 Marketing Research Strategy and Analysis 2
MKT 864 Data Mining in Marketing 3
MKT 867 Sampling and Research Design 3
MKT 871 New Product and Service Research 3
MKT 891 Special Topics in Marketing 3
2. Successfully complete a final examination or evaluation.


Graduate Specialization in Business Concepts for Environmental Sustainability and Conservation

The Graduate Specialization in Business Concepts for Environmental Sustainability and Conservation provides graduate students the opportunity to explore and understand the relationship between principles and practices of business and environmental sustainability and conservation of our natural resources. The specialization provides students with an awareness of the challenges of environmental sustainability in today’s complex world as well as an understanding of appropriate business management tools needed to address these issues.

The specialization is available as an elective to students who are enrolled in master’s or doctoral degree programs at Michigan State University. With the approval of the department and college that administers the student’s degree program, the courses that are used to satisfy the specialization may also be used to satisfy the requirements for the masters’ or doctoral degree. The students program of study must be approved by the advisor for the specialization.


Requirements for the Graduate Specialization in Business Concepts for Environmental Sustainability and Conservation


The student must complete 12 credits from the following:

               
1. All of the following courses (12 credits):  
  FW 885 Leadership in Natural Resources and Environmental Management 3
  MKT 805 Marketing Management
3
  MKT 859 Venture Management Practicum 3
  SCM 800 Supply Chain Management 3
  Course substitutions are possible with approval of the advisor for the specialization.