The Lazaridis School’s Master of Science (MSc) in Management: Marketing is a one-year program that will train you to become a marketing researcher with highly desirable skills in marketing research and analytics. Our program is ideal if you are seeking a career as a marketing research analyst in industry and government or as a first step towards a PhD in business.

The program provides rigorous training in research methodology and data analytics, as well as in core marketing fields such as marketing strategy, consumer studies, services marketing and branding.

The Lazaridis School’s marketing area consists of world-class faculty with PhDs from leading universities including: Alberta, Auckland, Cambridge, Cornell, McGill, McMaster, Michigan, Toronto and York. Our faculty have published and hold editorial positions at a number of premier marketing journals, such as Journal of Marketing, Journal of Marketing Research, Marketing Science, Journal of Consumer Research, International Journal of Research in Marketing, Journal of Consumer Psychology, Journal of Retailing and Quantitative Marketing and Economics.

The Marketing area also boasts a state-of-the-art Consumer Research Lab, equipped with 20 computer terminals and software for controlled experimental studies or survey-based, online data collection. The lab is also equipped with specialized software tools for data collection and advanced data analytics (e.g., R, SAS, SPSS).

Program Overview

Term 1

• MS700: Univariate and Multivariate Statistics
• BU800: Fundamentals of Behavioural Research
• One approved elective course (e.g., Marketing Theory, Social Psychology, Advanced Multivariate Analysis, Business Analytics, Econometrics, etc.)

Term 2

• Two of the following four:
  • BU822: Marketing Strategy
  • BU842: Consumer Behaviour
  • BU852: Service and Relationship Marketing
  • BU862: Research in Brand and Product
• One approved elective course (e.g., Marketing Theory, Social Psychology, Advanced Multivariate Analysis, Business Analytics, Econometrics, etc.)

Term 3

• MS795: Major Research Paper

Admission Requirements

• An undergraduate degree (or equivalent) in business/commerce, economics, mathematics, statistics, psychology, sociology, communications, journalism, or other related disciplines with a minimum B+ (77%) GPA.
• Prior work experience in marketing or in a related area is not required but desirable.
• An official score on GMAT (a score in the 75th percentile or higher is recommended). An equivalent GRE score may be accepted in lieu of GMAT scores.
• Applicants whose native language is not English, or language of instruction during their undergraduate/graduate degree is not English, must provide evidence of English proficiency (TOEFL/IELTS score).

Marketing Faculty

Prospective MSc students will work under the supervision of one or more of our marketing faculty members with graduate supervisory status on a Major Research Paper (MRP).

Nicole Coviello
Professor
Lazaridis Research Professor

• marketing strategy
• international marketing
• entrepreneurship
• innovation management

Tripat Gill
Associate Professor
Canada Research Chair (Tier 2) in Market Insight and Innovation

• consumer behaviour
• innovation adoption
• branding
• evolutionary psychology

Hae Joo Kim
Assistant Professor

• consumer behaviour
• nonconscious processes
• social marketing

Kalyani Menon
Associate Professor
Area Coordinator, Marketing

• consumer behaviour (consumption emotions, interpersonal interaction, word of mouth)
• services marketing
• consumer welfare

Chun (Martin) Qiu
Associate Professor

• retailing management
• competitive strategies
• pricing
• online and mobile marketing

Chatura Ranaweera
Associate Professor

• customer service provider interactions
• customer loyalty and engagement
• word of mouth behaviour
• consumer well-being
• value creation and destruction
• B2C and B2B relationships
• and survey research

Fang Wang
Professor

• marketing strategy
• long-term marketing productivity
• e-commerce
• big data analytics

Sarah J. S. Wilner
Associate Professor
Laurier Chair in Brand Communication

• product development
• innovation and design
• marketing and brand management
• consumer culture
• consumer experience
• qualitative methods

Ammara Mahmood
Assistant Professor

• digital marketing
• social media
• consumer behaviour
• branding and crowdfunding

Ping Zhao
Assistant Professor

• customer relationship management
• social network
• internet and mobile marketing
• customer analytics

Applying to the PhD Program from the MSc Program

In the second term of the MSc in Management program, you may apply to the PhD in Management program with a concentration in Marketing. Should you be accepted, you will be given course credit for successfully completed courses cross-listed in both the master's and PhD programs.