Academic Programs Catalog

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

Department of Marketing

Suman Basuroy, 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, making strategic decisions related to the marketplace, and managing the marketing mix (i.e., products, pricing, distribution channels, and marketing communications).  Instruction 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.

The major 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 International Business and 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 the Minor in Sales Leadership may be found at www.salesleader.msu.edu.

 


Marketing

The Marketing program at Michigan State University is known for producing leaders who can effectively manage the marketing function at for-profit and nonprofit organizations. The marketing program is designed to help students understand business activities that create customer value, such as identifying customer needs through market research, segmenting markets, targeting and positioning products and services, developing and managing new and existing products, making products/services available to customers, communicating the benefits of the product or service to customers, designing outstanding customer experiences, and sustaining mutually beneficial customer relationships. 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, marketing research, and business development/sales.

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 (18 credits):
    (1) All of the following courses (12 credits):
    MKT 302 Consumer and Organizational Buyer Behavior 3
    MKT 313 Consultative Selling 3
    MKT 319 Customer and Market Insights 3
    MKT 460 Marketing Strategy (W) 3
    (2) Six credits from the following courses:
    MKT 355 Entrepreneurship: Strategic Marketing Planning and Launch 3
    MKT 383 Sales Management 3
    MKT 410 Product Innovation and Management 3
    MKT 412 Digital Marketing 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 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.


Minor in International Business

The Minor in International Business will be attractive to students who plan careers with an international orientation and who wish to add breadth to their major. The minor is designed for students who desire to increase their understanding of various regions of the world and the global marketplace.

The Minor in International Business is administered by the Department of Marketing and is available as an elective to students who are enrolled in bachelor’s degree programs in The Eli Broad College of Business.

Students who are interested in the minor must contact The Eli Broad College of Business Undergraduate Academic Services unit.

With the approval of the department and college that administers the student's degree program, the courses that are used to satisfy the minor may also be used to satisfy the requirements for the bachelor's degree.

Requirements for the Minor in International Business

The student must complete the requirements specified below with a grade-point average of 2.0 in all courses taken to fulfill requirements 1. and 2.:

1. Two of the following courses (6 credits):
EC 340 Survey of International Economics 3
FI 451 International Financial Management 3
GBL 460 International Business Law and Sustainability 3
MGT 476 Globalization and International Management 3
MKT 415 International Marketing  3
A course taken to fulfill this requirement may not be used to fulfill requirement 2.
2. Complete an additional 9 credits in courses approved by The Eli Broad College of Business that include international business content. The college’s Undergraduate Academic Service unit maintains an approved list of courses for satisfying this requirement. Any other courses must be approved by the student’s academic advisor prior to enrollment in the course.
3. Completion of a study abroad program (6 credits) or a pre-approved international internship (credit or non-credit) as approved by The Eli Broad College of Business.
4. Demonstrate competency in a foreign language equivalent to four semesters of study at the university-level. The results of the Michigan State University foreign language placement test will be considered in determining whether or not the student has fulfilled this requirement.

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

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

The department welcomes applications from Michigan State University Marketing undergraduate students in their senior year.  Admission to the program requires a minimum undergraduate grade-point average of 3.5 or approval of program, and an approved program of study for the Master of Science degree in Marketing Research and Analytics 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 and Analytics.  This is a specialized program that enables students to build or accelerate careers in marketing research.  A Master of Science degree in Customer Experience Management is available online to prepare individuals for careers in customer service management. The degree can be completed in one calendar year (full-time) or twenty months (part-time).

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.


Customer Experience Management - Master of Science

The Master of Science degree in Customer Experience Management prepares individuals for careers in customer experience management. The degree can be completed in one calendar year (full-time) or twenty months (part-time). The program is specifically designed to develop skills in organizational development and change, understanding customers and employees, experience design and innovation, employee experience and engagement, and data analytics and continuous improvement technical skills. The program is available only online.

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

For admission to the master's degree program in customer experience management on regular status, the student must:

  1. Submit to the Department of Marketing a completed application packet that is available from the department.
  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 Customer Experience Management program. The test must be taken not more than five years prior to the submission of the application for admission to the program. The GMAT score may be waived based on previous work experience.

Admission to the program is competitive, and meeting the minimum standards listed 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 TOEFL scores (for international students). Admission is also subject to space availability.  

Prior to enrollment in the Master of Science degree in Customer Experience Management, the student must have:

  1. a working knowledge of personal computers including word processing, spreadsheets, networking, and database management systems.
  2. a basic understanding of marketing and the management of people.
  3. a lap-top computer.

Students who do not meet the requirements for admission to the program on regular status may be admitted on a provisional basis to remove deficiencies. Collateral course work will not count towards the requirements for the degree.

Requirements for the Master of Science Degree in Customer Experience Management

The Master of Science degree in Customer Experience Management is available only under Plan B (without thesis). A total of 30 credits are required for the degree.

The students must complete the following:

MKT 878 The Customer-Centric Organization 2
MKT 879 Organizational Development and Change 2
MKT 880 Consumer Decision Making and Behavior 2
MKT 881 Qualitative Research 2
MKT 883 Qualitative Data Synthesis and Analysis 2
MKT 885 Experience Analytics 2
MKT 886 Human-Centered Design and Innovation 2
MKT 887 Customer Experience Strategy 2
MKT 888 Customer Experience Design 2
MKT 889 Digital Customer Experience Design 2
MKT 892 The Employee Experience 2
MKT 893 Employee Engagement 2
MKT 895 Customer Relationship Management 2
MKT 896 Measuring the Experience 2
MKT 897 Data Analysis, Integration and Visualization 2

 

Marketing Research and Analytics - Master of Science

Master of Science

The Master of Science degree in Marketing Research and Analytics 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 a 12-month or 20-month format.

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 and Analytics, an applicant must:

  1. Submit a completed application for graduate study to the Master of Science Marketing Research and Analytics program that is available online from the Office of Admissions.
  2. Have a bachelor’s degree from a recognized educational institution.
  3. Have a minimum of a 3.5 grade-point average or a grade-point average in the 3.0-3.49 range with relevant experience, or submit a competitive Graduate Management Admission Test (GMAT) or GRE score to the Marketing Research and Analytics program.

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 a resume, an academic statement, and bachelor's degree transcripts. An English Language test accepted by MSU Admissions is required for international applications only.

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. The admission committee may elect to allow an applicant to take the Marketing Research and Analytics Statistics Refresher course (1 credit) in lieu of this requirement.

Requirements for the Master of Science Degree in Marketing Research and Analytics

The Master of Science degree in Marketing Research and Analytics is available under Plan B (non-thesis). A total of 30 credits is required for the degree. 

1. All of the following courses:
MKT 805 Marketing Management 2
MKT 806 Marketing Research for Decision Making 2
MKT 816 Marketing Analysis 2
MKT 819 Predictive Analytics 2
MKT 831 Communications in Marketing Research 1
MKT 832 Marketing Research Online Communities 1
MKT 833 Social Listening and Text Analytics 2
MKT 834 Consulting in Marketing Research 1
MKT 835 Storytelling in Marketing Research 1
MKT 843 International Marketing Research 2
MKT 856 Consulting Practicum in Marketing 3
MKT 865 Emerging Topics in Business 1
MKT 867 Sampling and Research Design 2
MKT 877 Emerging Research Design and Methods 2
MKT 880 Consumer Decision Making and Behavior 2
MKT 881 Qualitative Research 1
MKT 891 Special Topics in Marketing 1
MKT 897 Data Analysis, Integration and Visualization 2
2. Successfully complete a final examination or evaluation.


Graduate Specialization in Business Concepts for Environmental Sustainability and Conservation (this program is in moratorium effective Spring 2021 through Spring 2024)

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.