Master of Science in Marketing (MSM)

The Master of Science in Marketing is a two-year graduate program designed to develop advanced expertise in global and digital marketing. Delivered fully online in IDC’s Sequential Block Format (6-week courses, year-round), the program blends strategic marketing theory with applied skills in analytics, branding, consumer behaviour, and campaign design. Graduates are prepared to lead marketing initiatives in multinational corporations, consulting firms, and entrepreneurial ventures.

Program Overview

The MSM program requires 36 credit hours for completion, typically over two years of full-time study. The curriculum integrates advanced research, statistical analysis, and strategic communication with specialised courses in marketing. Students explore both theory and application in areas such as:

1. Consumer Behaviour and Market Psychology
2. Brand Management and Innovation
3. Global and Cross-Cultural Marketing
4. Digital Marketing Strategy
5. Marketing Analytics and Data Visualization
6. Integrated Marketing Communications

Graduates complete the program through one of two culminating options:

1. Capstone Project (application-focused): Development of a comprehensive marketing plan for a real or simulated client.
2. Master’s Thesis (research-focused): Original research contributing to the scholarly field of marketing.

Skill Development

The MSM program emphasises the development of high-level competencies, including:

1. Strategic Marketing Analysis: Ability to design and evaluate global marketing strategies.
2. Consumer Insights and Behaviour: Expertise in understanding buyer decision-making and cultural influences.
3. Data Analytics and Visualisation: Proficiency in research methods, statistical tools, and marketing dashboards.
4. Digital and Social Media Strategy: Skills to design campaigns across online and mobile platforms.
5. Brand Leadership: Managing and innovating brand identities in competitive markets.
6. Communication and Professional Ethics: Strong written, oral, and ethical decision-making skills.

Practical Experience

The MSM program integrates applied learning and industry-focused practice:

1. Capstone or Thesis: Applied project or original research integrating program outcomes.
2. Case Studies and Simulations: Real-world marketing scenarios and campaign modelling.
3. Industry Engagement: Opportunities to collaborate with businesses or attend marketing conferences.
4. Teaching/Assistantship Roles: Optional academic development for students considering doctoral study.

Career Opportunities

Graduates of the MSM program are equipped for diverse roles in the global marketing sector.

Potential career paths include:

1. Marketing Manager / Director – Leading marketing strategy for corporations.
2. Brand Manager – Building and maintaining strong global brand identities.
3. Digital Marketing Specialist – Designing and executing online and social media campaigns.
4. Marketing Analyst – Applying data-driven insights to guide business decisions.
5. Advertising and Communications Manager – Overseeing integrated marketing communications.
6. Market Research Consultant – Conducting research for agencies, consultancies, or corporations.
7. Doctoral Preparation – Progressing to PhD-level study in marketing or business.

Key Areas of Study

Students gain advanced knowledge across core and specialised domains, including:

1. Consumer Behaviour and Market Psychology – Understanding buyer motivations and decision-making.
2. Global and Cross-Cultural Marketing – Adapting strategies across diverse international markets.
3. Digital Marketing Strategy – Leveraging online platforms, e-commerce, and mobile marketing.
4. Marketing Analytics and Data Visualisation – Using data tools to evaluate campaigns and forecast trends.
5. Brand Management and Innovation – Building, positioning, and renewing brand equity.
6. Integrated Marketing Communications – Coordinating advertising, PR, and digital outreach.
7. Research Methods and Statistics – Applying rigorous analytical methods to marketing problems.