Proposal:
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The Robert H. Smith School of Business proposes to establish a Master of Science in Marketing. The program is designed for students seeking in-depth knowledge and skills in core areas of marketing such as strategy, segmentation, targeting, and positioning, as well as marketing research, consumer insights, and analytics. The curriculum also provides practical training in the application of tools and technologies used to analyze customer and firm data.
The proposed program will provide a strong foundation in the fundamentals of marketing management while allowing students to tailor their experience through a wide selection of electives. Topics include brand management, pricing strategy, innovation and product development, and marketing in the age of AI. Graduates of the program will be equipped for roles in marketing management, market research, brand strategy, and digital marketing analytics.
The program aligns with the Smith School’s strategic plan and mission by expanding access to high-quality, specialized business education and by enhancing the School’s graduate portfolio. It also supports institutional priorities of offering innovative, interdisciplinary, and experiential learning
opportunities. The program will be a 30-credit, non-thesis program, consisting of 12 credits of required courses and 18 credits of electives. The program is expected to enroll approximately 25-40 students annually and is structured so that it may be completed in one or two years.
The program will be offered in both in-person and online modalities. The program will be self-supported through tuition revenue. Existing faculty and administrative infrastructure within the Smith School are sufficient to support the program. No new resources are requested. |