Academic Programs Catalog

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.

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.:

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:

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. 

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: