MS in Marketing
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The Department of Marketing at Clemson University offers a Masters of Science in Marketing degree, intended to advance students’ knowledge and expertise in marketing theory and practice, and prepare them for careers in marketing analysis, research, management and scholarship. A coordinated curriculum of quantitative and analytical skills development, research methods, consumer analysis and strategic marketing analysis provide students with the necessary background to pursue careers in marketing research, analysis, and policy, and/or as a platform for further education to prepare students for careers in academe. This is accomplished through rigorous coursework and seminars, and a major research project. This one-year masters degree is designed to enhance the skills and training of students with prior academic and work experience in business. This creative curriculum will provide students the opportunity to work with companies and faculty. It provides companies and organizations the opportunity to work with students at the cutting edge of marketing analysis, as well as faculty at Clemson University. The Master of Science in Marketing degree requires successful completion of 30 credit hours of graduate marketing and related coursework, following this schedule:
Program Schedule, Fall
| Number | Course | Credits |
| EX ST 801 | Statistical Methods | 4 hrs |
| MKT 861 | Marketing Research | 3 hrs |
| MKT 863 | Buyer Behavior | 3 hrs |
| MKT 865 | Seminar in Marketing Management | 3 hrs |
Spring
| MKT 862 | Quantitative Methods in Marketing | 3 hrs |
| MKT 860 | Marketing Analysis and Strategy | 3 hrs |
| MKT 866 | Selected Topics in Marketing |
3 hrs |
| Analytic Methods | 3 hrs | |
| MKT 870 | Master's Research Project | 2 hrs |
Summer
| MKT 870 | Master's Research Project | 3 hrs |
Core Classes
EXST 801 |
Statistical Methods I (4 hrs): Role and applications of statistics in research; estimation, test of significance, analysis of variance, multiple comparison techniques, basic designs, mean square expectations, variance components analysis, simple and multiple linear regression and correlation, and non-parametric procedures. |
| MKT 861 | Marketing Research (3 hrs): Marketing theory and critical thinking to support decision making; data analysis and advanced marketing models are employed with emphasis on building assessment skills. The primary topics covered in the class are gathering primary and secondary data, questionnaire design, sampling, experimental design, data collection, and data analysis. |
| MKT 862 | Quantitative Methods in Marketing (3 hrs): Introduction to advanced quantitative analytic methods and their use in translating facts into meaningful information. Provides practical understanding of several advanced quantitative data analytic procedures including both predictive and interdependence techniques. Application to case analysis format to broaden analysis skills. |
| MKT 863 | Buyer Behavior (3 hrs): Buyer decision processes in the purchase and consumption of goods and services by both businesses and consumers. Topics include economic, socio-cultural and psychological aspects of buying behavior; decision making processes ad buyer choice; individual and group level influences on consumer behavior; and implications of consumer behavior for marketers. |
| MKT 860 | Marketing Analysis and Strategy (3 hrs): Advanced marketing theory and critical thinking skills applied to support strategic decision making; data analysis and advanced marketing models are employed with emphasis on building analytic and assessment skills. |
| MKT 865 | Seminar in Marketing Management (3 hrs): Current research and practice components of marketing management. In-depth discussion of marketing mix variables, segmentation, targeting and positioning, and budget-related issues. |
| MKT 866 | Selected Topics in Marketing (3 hrs): Current topics in marketing theory and research. May be taken more than once for credit so long as subject matter is not repetitive. |
| MKT 870 | Master’s Project Research (5 hrs): Student development and participation in research. Application to a current business problem or development of new research on marketing theory and practice. A formal presentation and written report are required. May be repeated for a total of five (5) credit hours. |
| MKT | Analytic Methods (3 hrs): extended coverage of analysis methods suited to the goals and background of the individual student. Courses approved to fulfill this requirement include courses in statistics, economics, management, psychology and sociology. |
Research Opportunities
Students in the Masters of Science in Marketing program at Clemson University have the opportunity to work on research teams in the Center for the Advancement of Marketing and Social Science (CAMSS, http://business.clemson.edu/camss ), a collaborative partnership between Clemson University's Departments of Marketing and Sociology. CAMSS is a market-based, customer-focused initiative that seeks to connect business and nonprofit organizations with graduate students, undergraduate students and faculty through a research-focused approach to solving customer-defined problems. CAMSS offers students and companies access to the most sophisticated online survey technology available, developed by Clemson researchers in conjunction with the National Science Foundation and the National Geographic Society (http://camss.clemson.edu/). CAMSS provides unique educational experiences and training opportunities for Master of Science in Marketing students, while contributing to the research needs of partner organizations. Recent clients and partners of CAMSS include Greased Lighting, Marsh and Associates, the Greater Greenville Chamber of Commerce, the South Carolina Department of Insurance and the South Carolina Department of Transportation. Supervisory Board members represent organizations such as the Southern Company, Duke Energy, Willis Risk Management, International Paper, Dow Chemical and Ely Lilly and Co.
Career Opportunities in Marketing
Jobs in marketing and survey research are numerous and expanding, according to the Bureau of Labor Statistics. Positions in this field have increased substantially in the last decade, due to two major forces shaping the US and global economies. First, the information revolution has changed how firms use data to understand and manage customer demand. The use of customer databases, credit cards, grocery cards and online shopping activity have created a wealth of consumer information, and offer advantages to those who can evaluate and assess consumer preferences, sentiments and consumption patterns. In a knowledge-driven economy, the ability to use these kinds of information to better serve customers is a competitive advantage. Second, global competition has placed a premium on jobs that can improve the likely success of new products, more effectively target consumers’ wants and needs, minimize inventory levels, and reduce the costs of advertising. This is what market and survey researchers are charged to do. These jobs will be central to success in the 21st Century economy. Program graduates have taken jobs in marketing research and sales and brand management.
In addition, a growing shortage of qualified faculty in marketing make the Masters of Science in Marketing the ideal preparation for students wishing to pursue Ph.D.s in marketing, a necessary qualification for careers as college or university professors in marketing.
Financial Aid
A limited number of assistantships are available for qualified students. Additionally, there are opportunities to assist in the Center for the Advancement of Marketing and Social Science, and teaching assistance to the Department of Marketing.
Student Profile
Applicants should have an undergraduate degree in business from an accredited college or university. In addition, it is preferred that incoming students have some professional work experience. Students applying to the Master of Science in Marketing program who are not graduates of an AACSB accredited college or school of business administration will be required to demonstrate successful completion of 3 hrs of collegiate microeconomics, 6 hours of calculus and a junior level course in marketing, or equivalent, to be considered for the program. As a point of reference, students entering in Fall 2007 had an average GMAT score of 620, and average undergraduate GPA of 3.4 and two years of work experience.