Marketing (MSM)
Our Master of Science in Marketing (MSM) degree program integrates creativity with analytics and strategy with insight. You'll have the opportunity to accelerate your career in the dynamic fields of 21st century marketing.
Many students with undergraduate degrees in journalism, communications, advertising, and marketing enroll in the MSM program to advance their careers with additional credentials. Others with degrees in finance, economics, medicine, and engineering choose the MSM program as a pathway to career change.
Curriculum
The Masters in Marketing (MSM) program’s strategic and creative curriculum builds the skills needed for strong brand management that addresses global challenges with thoughtful, actionable innovations for today’s marketplace.
Three Tracks
MSM students choose one of the following three tracks:
- Digital Marketing Analytics (STEM-designated)
- Integrated Marketing Communications
- Supply Chain (STEM-designated)
All three tracks have a 12-course curriculum with one prerequisite course.
Digital Marketing Analytics Track
The STEM-designated Digital Marketing Analytics track is devoted to engaging emerging capabilities built on the foundation of creative, digital, and analytical marketing skill sets.
Combining business goals with marketing decisions, this increasingly critical marketing function leverages consumer, retail, and category trend data to help marketers make informed marketing and business decisions through database models, improved sales forecasting, and data-driven tactics that enhance consumer loyalty, market share, and profitability.
Track Curriculum
The Digital Marketing Analytics track’s 12-course curriculum can be completed in 12-16 months.
| Code | Title | Hours |
|---|---|---|
| Prerequisite | ||
| ISSCM 402N | Quantitative Methods II - Statistics Primer | 0 |
| Marketing Core | ||
| MARK 460 | Marketing Management | 3 |
| MARK 461 | Research Methods in Marketing | 3 |
| MARK 464 | Integrated Marketing Communication | 3 |
| MARK 465 | International Marketing (or Study Abroad) | 3 |
| MARK 467 | Consumer Behavior | 3 |
| MARK 468 | Digital Marketing | 3 |
| Ethics Requirement | ||
| MGMT 441N | Business Ethics | 3 |
| or MGMT 446 | International Business Ethics | |
| Track Requirements | ||
| INFS 492 | Database Systems 1 | 3 |
| MARK 562 | Database Marketing Strategy | 3 |
| Track Electives | ||
| Select three of the following: | 9 | |
| Customer Analytics | ||
| Data Mining 1 | ||
| Global Strategy and Data 1 | ||
| Data Visualization 1 | ||
| Data Warehousing 1 | ||
| Forecasting Methods 1 | ||
| Total Hours | 36 | |
- 1
Upon completion of INFS 492 Database Systems, INFS 494 Data Mining, INFS 796 Data Warehousing and any other two annotated courses, the student will earn a Business Analytics Certificate.
Sample Plan of Study
| Year 1 | ||
|---|---|---|
| Fall | Hours | |
| INFS 492 | Database Systems | 3 |
| MARK 460 | Marketing Management | 3 |
| Hours | 6 | |
| Winter | ||
| MARK 464 | Integrated Marketing Communication | 3 |
| Select one Elective | 3 | |
| Hours | 6 | |
| Spring | ||
| MARK 461 | Research Methods in Marketing | 3 |
| MARK 465 | International Marketing | 3 |
| Hours | 6 | |
| Summer | ||
| MARK 562 | Database Marketing Strategy | 3 |
| Select one Elective | 3 | |
| Hours | 6 | |
| Year 2 | ||
| Fall | ||
| MARK 467 | Consumer Behavior | 3 |
| MARK 468 | Digital Marketing | 3 |
| Hours | 6 | |
| Winter | ||
| MGMT 441N | Business Ethics | 3 |
| Select one Elective | 3 | |
| Hours | 6 | |
| Total Hours | 36 | |
- 1
Upon completion of INFS 492 Database Systems, INFS 494 Data Mining, INFS 796 Data Warehousing and any other two annotated courses, the student will earn a Business Analytics Certificate.
Integrated Marketing Communications Track
Track Curriculum
The IMC track’s 12-course curriculum can be completed in 12-16 months.
| Code | Title | Hours |
|---|---|---|
| Prerequisite | ||
| ISSCM 402N | Quantitative Methods II - Statistics Primer | 0 |
| Marketing Core | ||
| MARK 460 | Marketing Management | 3 |
| MARK 461 | Research Methods in Marketing | 3 |
| MARK 464 | Integrated Marketing Communication | 3 |
| MARK 465 | International Marketing (or Study Abroad) | 3 |
| MARK 467 | Consumer Behavior | 3 |
| MARK 468 | Digital Marketing | 3 |
| Ethics Requirement | ||
| MGMT 441N | Business Ethics | 3 |
| or MGMT 446 | International Business Ethics | |
| Track Electives | ||
| Select five of the following: | 15 | |
| Sales and Strategic Leadership | ||
| Comparative Consumer Behavior | ||
| Database Marketing Strategy | ||
| Brand Equity and Marketing Strategy | ||
| Integrated Media Planning | ||
| Customer Relationship Management | ||
| Social Media & Content Marketing | ||
| Special Topics | ||
| Customer Analytics | ||
| Marketing Metrics | ||
| Entrepreneurial Marketing | ||
| Total Hours | 36 | |
Pursuing Internet or Database Marketing
Students interested in careers in Internet or database marketing are encouraged to consider courses in e-commerce, data warehousing, or related areas from the extensive offerings in Loyola's highly respected masters’ degree program in information systems analytics.
Sample Plan of Study
| Year 1 | ||
|---|---|---|
| Fall | Hours | |
| MARK 460 | Marketing Management | 3 |
| MGMT 441N or MGMT 446 |
Business Ethics or International Business Ethics |
3 |
| Hours | 6 | |
| Winter | ||
| Select one Elective | 3 | |
| Select one Elective | 3 | |
| Hours | 6 | |
| Spring | ||
| MARK 461 | Research Methods in Marketing | 3 |
| MARK 465 | International Marketing | 3 |
| Hours | 6 | |
| Summer | ||
| MARK 464 | Integrated Marketing Communication | 3 |
| Select one Elective | 3 | |
| Hours | 6 | |
| Year 2 | ||
| Fall | ||
| MARK 467 | Consumer Behavior | 3 |
| MARK 468 | Digital Marketing | 3 |
| Hours | 6 | |
| Winter | ||
| Select one Elective | 3 | |
| Select one Elective | 3 | |
| Hours | 6 | |
| Total Hours | 36 | |
Supply Chain Track
An efficient supply chain allows for a marketing strategy to be successfully implemented. The STEM-designated Supply Chain track intertwines marketing and supply chain; giving you the skills to move products from supplier to customer while also managing service operations. You’ll learn advanced techniques in inventory management, purchasing management, global logistics, and supply chain analytics.
Track Curriculum
The Supply Chain track’s 12-course curriculum can be completed in 12-16 months.
| Code | Title | Hours |
|---|---|---|
| Prerequisite | ||
| ISSCM 402N | Quantitative Methods II - Statistics Primer | 0 |
| Marketing Core | ||
| MARK 460 | Marketing Management | 3 |
| MARK 461 | Research Methods in Marketing | 3 |
| MARK 464 | Integrated Marketing Communication | 3 |
| MARK 465 | International Marketing (or Study Abroad) | 3 |
| MARK 467 | Consumer Behavior | 3 |
| MARK 468 | Digital Marketing | 3 |
| Ethics Requirement | ||
| MGMT 441N | Business Ethics | 3 |
| or MGMT 446 | International Business Ethics | |
| Track Requirement | ||
| SCMG 480 | Intro to Operations Management | 3 |
| Track Electives | ||
| Select four of the following: | 12 | |
| Project Management | ||
| Forecasting Methods | ||
| Performance Improvement in Business Processes | ||
| Lean Production Concepts and Practices | ||
| Management of Service Operations | ||
| Global Logistics 1 | ||
| Purchasing Management 1 | ||
| Inventory Management 1 | ||
| Supply Chain Analytics | ||
| Total Hours | 36 | |
- 1
Upon completion of this course and one additional supply chain track elective, the student will earn a Supply Chain Fundamentals Certificate.
Sample Plan of Study
| Year 1 | ||
|---|---|---|
| Fall | Hours | |
| MARK 460 | Marketing Management | 3 |
| SCMG 480 | Intro to Operations Management | 3 |
| Hours | 6 | |
| Winter | ||
| MARK 464 | Integrated Marketing Communication | 3 |
| Select one Elective | 3 | |
| Hours | 6 | |
| Spring | ||
| MARK 461 | Research Methods in Marketing | 3 |
| MARK 465 | International Marketing | 3 |
| Hours | 6 | |
| Summer | ||
| Select one Elective | 3 | |
| Select one Elective | 3 | |
| Hours | 6 | |
| Year 2 | ||
| Fall | ||
| MARK 467 | Consumer Behavior | 3 |
| MARK 468 | Digital Marketing | 3 |
| Hours | 6 | |
| Winter | ||
| MGMT 441N | Business Ethics | 3 |
| Select one Elective | 3 | |
| Hours | 6 | |
| Total Hours | 36 | |
Graduate & Professional Standards and Regulations
Students in graduate and professional programs can find their Academic Policies in Graduate and Professional Academic Standards and Regulations under their school. Any additional University Policies supercede school policies.
Learning Outcomes
As a Quinlan MSM student, you will:
- Develop the creative and strategic skills you need to lead and innovate in the diverse, digital, and dynamic field of marketing
- Learn marketing strategies that deliver brand growth and a competitive advantage in a time of sweeping economic, environmental, and social change
- Gain the technical business skills that are essential in today’s global economy
- Learn to ask the questions that are important to humanity as you harness the power of marketing to promote positive social change
You will also build a strong foundation in:
- Marketing finance
- Strategic planning
- Brand leadership
- Digital and social content development
- Leadership and ethics
- Database analytics
- Sustainable business leadership
- Global campaign development