Marketing

The University of Cincinnati offers a comprehensive and dynamic Bachelor of Business Administration (BBA) in Marketing designed to prepare students for successful careers in the ever-evolving world of marketing and business. This program provides students with a solid foundation in fundamental business principles, combined with specialized knowledge and skills necessary to excel in various marketing disciplines, including consumer behavior, digital marketing, branding, market research, and sales strategies. Throughout the course of study, students engage in both theoretical learning and practical application, allowing them to develop critical thinking, problem-solving, and communication skills essential for today's competitive marketplace. The curriculum emphasizes the integration of innovative digital tools and analytics, enabling students to leverage data-driven decision-making in marketing campaigns. Students benefit from a blend of classroom instruction, case studies, group projects, and real-world internships, fostering experiential learning and industry relevance. The program also emphasizes ethical considerations and sustainability in marketing practices, preparing graduates to navigate complex ethical issues and contribute positively to society. With access to the university's extensive alumni network and industry partnerships, students have ample opportunities for internships, mentorship, and employment after graduation. The UC Marketing program is ideal for students passionate about understanding consumer needs, developing creative marketing strategies, and driving business growth. Upon completing the program, graduates are well-equipped to pursue careers in marketing management, digital marketing, brand management, advertising, market research, and sales. The University of Cincinnati's commitment to innovation and excellence ensures that students are prepared to meet the challenges of modern marketing and make a meaningful impact in the business world.

The Master of Science in Marketing is a 32 semester credit-hour program designed to provide a flexible and well-rounded curriculum to accommodate students with diverse educational backgrounds and experiences. Students will receive in-depth training in all areas of marketing, including strategy, innovation, branding, social media, market research, buyer behavior, product management and international marketing. 16 credit hours are completed through required core courses, with the remaining 16 credit hours completed through marketing and marketing-related electives. Full-time students may also elect to complete a self-secured internship or co-op during the summer semester to more fully develop their experiential portfolio.

Basic Business Knowledge

Students enrolling in the MS-Marketing program are expected to have a basic understanding of business through undergraduate or graduate coursework.  The Association to Advance Collegiate Schools of Business (AACSB)  provides a requirement of basic business knowledge (BBK).  Students holding business degrees from AACSB accredited institutions have satisfied this requirement; students who do not have a business degree or a degree from a non-AACSB accredited institution may also have fulfilled much of this requirement.  Advisors at UC can help you determine your fulfillment of this requirement.
The basic business knowledge includes:

• Markets and Organizations (22BA7000) (May be waived if you have taken a marketing course)
• Data Analysis (22BANA7011) (Must be taken Fall Semester)
• Financial Accounting (22ACCT7000)
• Economics (22ECON7000)

BBK courses do not provide any credit for electives within the MS-Marketing degree.  Students may complete BBK's before, during, or after completing marketing course requirements. (Note: course numbers may vary)

Required Core Courses (16 credit hours)

Four content courses are required by the MS-Marketing program and are considered vital for all marketing professionals:

• Marketing Strategy for Managers (22MKTG7035) - 2 credit hours
• Marketing Research for Managers (22MKTG7012) - 4 credit hours
• Buyer Behavior (22MKTG7015) - 2 credit hours
• International Marketing for Managers (22MKTG7031) - 2 credit hours
• Marketing Ethics (22MKTG7028) - 2 credit hours

A 4 credit Capstone (22MKTG7099) is also required and provides students with the opportunity to integrate and apply their academic foundation in an intensive, real-world-oriented project.

Marketing Electives (16 credit hours)

A variety of Marketing electives are offered throughout the academic year to provide MS-Marketing students with flexible options for customizing their experience and background. Electives are offered as either a 2 credit hour or 4 credit hour course.  Any suitable combination of 2 credit hour and 4 credit hour electives can be selected to complete the 16 credit hours. MS-Marketing students may select from numerous Marketing electives, including:

• Qualitative Research
• Innovation Tools
• Professional Sales
• Consumer Insights
• Design Thinking in Business
• Business to Business Marketing
• Advertising
• Applied Social Influence
• E-Marketing (Social Media)
• Influence Strategies
• Direct Marketing
• Branding
• Sales Management
• Retailing

Other marketing electives, including PhD seminars, may also be available to MS-Marketing students.

Additional Electives

To provide a well-rounded and customized experience, students may, upon prior approval from the MS-Marketing Program Director, also select non-marketing courses from other departments, including:

• Other College of Business Departments
  • Accounting
  • Finance & Real Estate
  • Information Systems
  • Management
  • Business Analytics & Operations Management
• Communication
• Economics
• Psychology
• Sociology

• A current resume
• A scanned digital copy of all transcripts from all prior academic institutions 
  • Applicants who have received a degree in China must have their degrees verified by the China Academic Degrees and Graduate Education Development Center (CDGDC).  Be prepared to upload a copy of the CDGCD report.
  • Applicants with a three-year bachelor's degree should visit WES's free Degree Equivalency tool to determine whether their degree is equivalent to a four-year bachelor's degree in the U.S. Email graduate@uc.edu if you have any questions.
• Contact information for letters of recommendation.  You will need letters from two people who are familiar with your ability and accomplishments.  We strongly prefer that at least one reference come from an employer. Please contact your references before starting your online application as once your references are included in the online application system, you will not be able to change them.
• A statement of career goals.
• Transcripts
• GMAT: Can be sent using college/program name
• GRE/TOEFL: Can be sent using school code 1833
• TOEFL Minimum: 90 internet based, 233 computer based, 577 paper based
• IELTS Minimum: 6.5

Scholarships

• Graduate Assistantships
• Graduate Incentive Award

The University of Cincinnati offers a comprehensive Bachelor of Science in Marketing program designed to equip students with the essential skills and knowledge needed for successful careers in the dynamic field of marketing. This program provides a robust curriculum that covers core areas such as marketing principles, consumer behavior, market research, digital marketing, advertising, sales, and strategic management. Students have the opportunity to develop a solid understanding of how to analyze markets, identify consumer needs, and implement marketing strategies effectively.

Throughout the program, students engage in both theoretical coursework and practical experiences. They can participate in hands-on projects, internships, and cooperative education opportunities that provide real-world exposure and prepare them for the competitive job market. The curriculum emphasizes the importance of ethical marketing practices, innovation, and the use of technology in marketing strategies, ensuring graduates are prepared to adapt to evolving industry trends.

The faculty members are experienced professionals and researchers dedicated to providing quality education and mentoring to students. The program fosters critical thinking, creativity, and communication skills, which are vital for success in diverse marketing roles such as brand management, digital marketing specialist, market analyst, advertising manager, and sales director.

The University of Cincinnati's location in a major metropolitan area offers students additional opportunities for networking, internships, and employment within a vibrant business community. The program is suitable for students interested in pursuing careers in global or local marketing organizations, large corporations, or entrepreneurial ventures.

In addition to core coursework, students may have options to specialize or pursue minors related to areas like digital marketing, analytics, or communications, allowing for customized education aligned with individual career goals. The university also provides resources such as career services, workshops, and industry events to aid students in their job search and professional development.

Graduates of the marketing program at the University of Cincinnati are well-prepared to enter the workforce, contribute effectively to organizations, and pursue advanced studies if desired. The program's comprehensive approach ensures students are knowledgeable about contemporary marketing practices and equipped with the skills necessary to succeed in a rapidly changing business environment.