MS in Marketing
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Achieve on your terms. Earn a graduate degree in marketing—while continuing your career.
- Fall matriculation only. Application deadline July 1, 2014. Apply now.
- Fall matriculation only. Application deadline June 2, 2014. Apply now.
View our academic calendar.
Whether you are a marketing professional looking to advance your knowledge or want to add a marketing edge to a different skill set, earning a Master of Science in Marketing from the Kelley School of Business can help you achieve your goals.
In our 30 credit-hour program you’ll build a deep understanding of the multiple facets of marketing—researching and analyzing consumer data and applying those insights to marketing strategies in a variety of contexts, including new product development.
Upon graduation, you’ll receive a Master of Science from the Indiana University Kelley School of Business—the same degree students studying on the IU campus receive—but you can take one to five years to complete your degree with the flexibility of our online program.
As a graduate of the MS in Marketing program, you will:
- Have a foundation in marketing management and quantitative analysis
- Know how to use consumer research and data to inform marketing decisions
- Be able to develop marketing strategies in view of the global marketplace
- Understand brand, advertising, and promotion management
- Stay ahead of consumer trends and the impact of social media and digital marketing
While in the MS in Marketing Program, you can opt to add an MBA for a dual degree—adding general management to your skill portfolio in less time than it would take to pursue both degrees alone. For more information about the MS in Marketing Program, please contact firstname.lastname@example.org or (877) 785-4713.
|C570||Strategic Marketing Management||3|
|Winter||C521||Managing Accounting Information for Decision Making||3|
|X575||Performance Driven Pricing||3|
|Spring||C571||Marketing Strategy Simulation||3|
|C572||Applied Marketing Research||3|
|Summer||X521||Marketing Strategies for Emerging Markets||3|
|X501||Advanced Learning Clinic - Marketing in the Era of Digital Technology||1.5|
|X503||Topics in Directed Business Interaction - Kelley Connect||1.5|
|Winter||C574||Business Marketing Strategy and Management||3|
|TOTAL FOR PROGRAM||30|
In this course, we enhance the student’s statistical and mathematical modeling skills covering the following topics: (1) probabilistic decision making, (2) regression analysis, (3)forecasting (4) simulation with @RISK (5) optimization modeling with the EXCEL Solver, (6) making decisions when multiple objectives are involved, and (7) using neutral networks to improve forecasting. Applications from all major functional areas will be discussed.
Provides a user-oriented understanding of how accounting information should be managed to ensure its availability on a timely and relevant basis for decision making. The first part of the course reviews financial accounting and reporting while the second part of the course focuses on cost-benefit analysis for evaluating the potential value-added results from planning, organizing and controlling a firm’s accounting information. The use of cases, forum discussions and computer support is used extensively.
In developing the foundations of the entrepreneurial mindset, this course describes tasks such as: making sense of opportunities in the context of changing goals, constantly questioning one's 'dominant logic' in the context of a changing environment, and revisiting 'deceptively simple questions' about what we think to be true about markets and the firm.
An introduction to the process of creating a market-driven organization. Specific topics include marketing strategy, market research and analysis, and the development of products and services, pricing, distribution and promotion. The course employs lecture, classroom discussion through threaded discussion forums, case analysis and field research projects.
Teams of students apply the principles of marketing strategy by competing against one another in Markstrat, a complex, dynamic and remarkably realistic market simulation. This exercise requires students to draw on everything they have learned in previous marketing (and other) classes: Reading and interpreting marketing research; anticipating competitors’ actions; making accurate market forecasts; and making sound decision about which markets to enter, what new products to launch, and how to price, advertise and distribute your brands. In all of this, each team’s goals is to maximize the long-term profitability of its firm.
The basic objective of this course is to develop the student’s understanding of marketing research as it applies to marketing decision making. The course covers principles of qualitative, experimental and survey research designs, secondary and syndicated data sources, questionnaire designing, and basic analysis. The major focus will be on the tools used to properly collect market research information. Students will also be expected to carry out a marketing research project based on these principles.
Problems, activities and decision methods involved in the marketing of goods and services to non-consumer markets. Estimation of demand, pricing, promotion distribution systems and roles of non-consumer buyers.
This course is based on the premise that marketing is undergoing profound and rapid change in the digital era. The course will deal with the way that marketing has leveraged technology to facilitate exchange between buyers and sellers and among customers themselves new ways. Topics that will be covered in this course include online retailing (or e-tailing), behavioral targeting based on buyer profiles, integrated advertising strategy that capitalizes on digital capabilities, the pricing function in a digital era, the role of social networking, and the rapid emergence of smart phones and their role in mobile marketing. The course will involve readings, online discussion forums, and a required project. Examples of possible projects include the creation of an integrated advertising and promotion campaign, defining the basis for a social network and related interactions, devising an online retailing site, or designing a customized sales program aimed at key clients. The course is designed to create an in-depth understanding of a wide range of digital concepts and to develop related capabilities in the digital world of marketing.
Students will be introduced to a variety of practical business analysis tools. The material will be team-taught by Kelley School faculty members from key functional areas so students will be better prepared to integrate their learning. Topics covered include: Problem/issue framing; basic strategic analysis (understanding trends in the marketplace and situation analysis); how to retrieve and use data effectively, basic financial analysis for evaluating business decisions, marketing analysis (positioning and pricing a product); supply chain and inventory management; negotiation/persuasion; contracting; intellectual property; and critical thinking/decision making. Student teams will prepare and present product launch plans to a team of faculty judges. After leaving the campus, they will individually prepare and submit reflection papers.
*This course is the new course for the Kelley Connect Week (formally known as in-residence)
Emerging markets produce more than half of world output based on purchasing-power parity and account for more than half of annual increase in global GDP. The biggest emerging economies show steady growth. Corporate giants enter markets from the high end and tend to be involved in marketing only to the world’s richest economies. This will change. Companies must be prepared for the opportunities that exist in emerging markets. This requires an understanding of the key factors and differences between entering emerging markets versus established markets. This course will aid students in understanding how to best develop strategies for emerging markets. Students will discover key facts about emerging markets as a whole as well as how to develop a strategy for marketing in a particular developing nation.
Marketing in the digital age is markedly different than in the past. Students get a hands-on experience with critiquing and creating digital marketing strategies
This course is concerned with strategic approaches to managing advertising and sales promotion programs. Topics include selecting target audiences; setting program objectives; developing and implementing creative strategies, and judging creative media; use of sales promotion tools; testing, evaluating, and revising advertising and promotion programs. The marketing management context of advertising and sales promotion: roles and objectives of promotion programs; agency/client relationships; the strategic focus of promotion programs; appropriating, budgeting, and allocating resources; the advertising/sales promotion planning process Analyzing target audiences and setting communication and action objectives Developing creative strategies: strategic considerations in creative development; strategy research for assessing efficiency Media strategy, scheduling, and vehicle selection: reach & frequency relationships; selection of primary and secondary media; the concept of minimum effective frequency; evaluating media vehicles; scheduling media; adapting media plans to specific geographic settings The strategic use of sales promotion: setting action and communication goals; the interaction of sales promotion with advertising, distribution, and price; target audiences and objectives for sales promotion; interactions among trade, retail, and consumer sales promotion; techniques and tools of trial and loyalty in consumer sales promotion Learning Outcomes for the Course Upon successful completion of the course: Students are able to develop competitive marketing strategies and persuasive messages, as well as how to select the appropriate media vehicles for delivering them. Students are able to comfortably discuss the activities of professionals in advertising and promotion management and Students are able to demonstrate your knowledge of relevant terms, concepts, principles and popular theories through a variety of activities and “real world” projects.
The first part of the pricing course examines conceptual and analytical issues in buyer price sensitivity. Knowledge of buyer price sensitive must underlie every pricing decision. We will learn a variety of techniques for measuring buyer price sensitivity and use this knowledge to drive pricing decisions. The second portion of the pricing course examines approaches how firms can improve performance through realizing higher prices. Gaining pricing power is of paramount importance to most marketers as rising raw material costs and enhanced competitive pressures are placing tremendous pressure on gross margins. We will establish when conditions are favorable for greater price realization and learn techniques for raising prices that do not alienate the customer (too much). The third component of the pricing course examines approaches that enable firms to build their performance through lower prices. In many situations lower prices are effective tools for increasing sales, revenue, and share. Plus, lower prices can create barriers to entry in markets and build customer loyalty. However, price reductions are the most abused practice in pricing and can devastate a firm’s Value Proposition, segmentation effort, and profitability if not handled correctly. Analytical tools are offered to help you assess and manage the price reduction process. The fourth component of the pricing class pertains to setting prices for new products. Because historical data does not exist for new products, different approaches must be employed. We will discuss several practical approaches for setting prices for new products, including Value-based pricing. Value-based pricing argues that customers who value our products more should pay more than customers who value our products less. The issues in value-based pricing are twofold: 1) how to assess customer value and 2) how to link value to price. An analytical value-based tool will be employed in class to help us pursue a value-based pricing approach. The pricing knowledge and tools you will gain from the class are applicable to both B2C and B2B contexts. Channel issues complicate the pricing picture but we will gain some insights on how to price throughout the channel.