Marketing

The Master of Science in Marketing at the University of Southern California is a comprehensive graduate program designed to equip students with the advanced skills and knowledge necessary to excel in the dynamic field of marketing. This program combines theoretical foundation with practical application, allowing students to develop a deep understanding of core marketing principles, digital strategies, consumer behavior, data analytics, branding, and integrated marketing communications. Through a rigorous curriculum, students gain expertise in analyzing market research, developing innovative marketing strategies, and leveraging emerging technologies to effectively reach target audiences. The program emphasizes experiential learning, offering opportunities for internships, industry projects, and collaboration with leading companies, enabling students to apply their knowledge in real-world contexts. Faculty members are distinguished experts in marketing, providing mentorship and insights drawn from their extensive research and industry experience. The curriculum is designed to be flexible, accommodating the diverse interests and career goals of students, whether they aim to pursue careers in brand management, digital marketing, market research, or entrepreneurial ventures. Graduates of the program are well-prepared to navigate the complexities of modern marketing environments, adapt to evolving digital landscapes, and lead innovative marketing initiatives across various industries. With a strong network of USC alumni and industry partners, students benefit from valuable connections and career development opportunities upon graduation. The MSc in Marketing at USC is ideal for individuals seeking to advance their careers, upgrade their skill sets, or transition into marketing roles from other disciplines. The program fosters critical thinking, strategic decision-making, and a customer-centric approach, ensuring that graduates are capable of making impactful contributions to any organization or entrepreneurial endeavor.

The Master of Science in Marketing requires 30 units including 18 units of required course work and 12 units of electives with a GPA of at least 3.0 for all units applied to the degree. The program may be completed on a full-time or part-time basis.

Students who have taken (at USC or elsewhere) a master's-level introductory marketing course and/or a master's-level statistics course prior to application may petition to waive out of the duplicate required courses, reducing the total number of units required to earn the degree to as few as 24. Waivers must be requested in an attachment to the application for admission. If approved, waivers will be documented in the offer of admission.

Required Courses (18 Units)

• GSBA 528 Marketing Management Units: 3 *
• MKT 543 Market Demand and Sales Forecasting Units: 3
• or
• DSO 510 Business Analytics Units: 3
• MKT 512 Customer Insights and Analysis Units: 3
• or
• MKT 525 Consumer Behavior Units: 3
• DSO 566 Marketing Analytics Units: 3
• MKT 556 Internet Marketing Units: 3
• MKT 560 Marketing Strategy Units: 3 **

Note:

* Must be taken in the first term/semester or prior to admission.
** Must be taken in the final term/semester.

Electives: Complete 12 Units From the Following:

• BAEP 549 The Entrepreneurial Journey Units: 2 or
• BAEP 550 Entrepreneurship and Venture Management Units: 1.5 or
• BAEP 551 Introduction to New Ventures Units: 3 or
• GSBA 550a Entrepreneurship Units: .5
• and
• GSBA 550b Entrepreneurship Units: 1
• BAEP 553 Cases in New Venture Management Units: 1.5, 3
• BAEP 557 Technology Commercialization Units: 3
• BAEP 558 The Entrepreneurial Advisor: Problem Solving for Early-Stage Companies Units: 1.5, 3
• CMGT 549 Case Studies in Digital Entertainment Units: 4
• CMGT 550 Hollywood 3.0 — Entertainment Industry in the Convergence Age Units: 4
• CMGT 552 Visual Storytelling: Production, Management and Culture Units: 4
• CMGT 559 Global Hollywood Units: 4
• CNTV 522 The Television Industry: Networks, Cable and the Internet Units: 4
• CNTV 524 Digital Technologies and the Entertainment Industry Units: 4
• DSO 510 Business Analytics Units: 3 *
• DSO 528 Data Warehousing, Business Intelligence, and Data Mining Units: 1.5, 3
• DSO 530 Applied Modern Statistical Learning Methods Units: 3
• DSO 543 Global Business Issues in the Networked Digital Industry Units: 3
• DSO 545 Statistical Computing and Data Visualization Units: 3.0
• DSO 570 The Analytics Edge: Data, Models, and Effective Decisions Units: 3.0
• DSO 573 Data Analytics Driven Dynamic Strategy and Execution Units: 3.0
• DSO 586 Global Healthcare Operations Management Units: 3
• FBE 557 Business Law and Ethics Units: 3
• GSBA 555 Management and Organization of the Creative Industries Units: 3
• GSBA 556 Business Models for Interactive Digital Media and Services Units: 3
• MKT 5XX - Any 500-level MKT courses (including MKT 512, MKT 525 and MKT 543) not taken as a requirement
• MOR 561 Strategies in High-Tech Businesses Units: 3
• MOR 566 Environmental Sustainability and Competitive Advantage Units: 1.5, 3
• PM 501 Foundations in Health Education and Promotion Units: 4
• PM 547 Public Health Policy and Politics Units: 4
• PM 563 Organizing and Mobilizing Communities for Public Health Units: 4
• PM 585 Child Health Policy Units: 4
• PPD 509 Problems and Issues in the Health Field Units: 4
• PPD 696 Health Care Venture Development Units: 2

• Only students who have completed 4 years of an undergraduate degree are eligible for admission to the Master of Science in Marketing Program. If you hold a 3-year degree, we encourage you to complete a one-year post-graduate/graduate level certificate or degree program before applying to the MS in Marketing program.
• An application fee of $155 will be required of all applicants.
• Applicants must upload unofficial (or self-reported) copies of all academic transcripts with the application in addition to sending official academic transcripts to USC. Official academic transcripts may be sent after application submission.
• Applicants must have taken the GMAT or GRE exam by the time they submit an application. The GMAT or GRE requirement will not be waived under any circumstances. Please upload unofficial copies of GMAT or GRE scores with the application in addition to sending official scores to USC. GMAT scores must be issued directly to USC by the GMAT testing service using the Marshall MBA Full Time school code: 389-9C-23. When searching for the MS in Marketing program on the GMAT site, you can enter "University of Southern California" and choose the Marshall MBA Full Time Program. Alternatively, simply enter the school code 389-9C-23.
• Essays. All required essays must be completed (details available in the online application). An optional essay is available to provide any additional information you wish to convey to the Admissions Committee.
• A professional résumé
• Two letters of recommendation must be submitted online via the online application.
• TOEFL score of at least 600 on the paper-based test, 250 on the computer-based version, or 100 on the Internet- based examination with no less than 20 on each of the four test components,
• IELTS score of 7.0, with no less than 6.0 on each band score, or
• PTE Academic (Pearson Test of English Academic) score of at least 70.

Scholarships

The Master of Science in Marketing Program offers a limited number of partial tuition scholarships to qualified students, both domestic and international. Scholarships are need-based and merit-based. Applicants will have to demonstrate qualifications for scholarships. The online application will include an additional scholarship question and applicants will be able to upload their answers.

Teaching and Research Assistantships

Many professors at the Marshall School of Business hire students for teaching and research assistantships.

Program Administrator Positions

Students interested in supporting the MS in Marketing program administration can apply for these part-time on-campus job opportunities.

The University of Southern California offers comprehensive programs related to Marketing through its Marshall School of Business. The undergraduate program in Business Administration with a concentration in Marketing provides students with a solid foundation in business principles while specializing in marketing strategies, consumer behavior, digital marketing, brand management, and market research. The curriculum combines theoretical knowledge with practical applications, preparing students for dynamic careers in various sectors such as advertising, retail, consulting, and digital media.

Students have access to cutting-edge resources, including state-of-the-art classrooms, marketing labs, and industry partnerships that facilitate internships and real-world project experience. The program emphasizes the development of analytical skills, creative thinking, and ethical business practices, ensuring graduates are well-equipped to meet the evolving demands of the marketing field. Additionally, students can participate in various extracurricular activities, such as marketing clubs, case competitions, and networking events, that enhance learning and career advancement opportunities.

Graduate students pursuing a Master of Science in Marketing at USC benefit from advanced coursework in data analytics, digital marketing strategies, consumer insights, and marketing management. The program’s faculty includes distinguished scholars and industry professionals who bring valuable professional insights and research expertise. USC’s location in Los Angeles, a global hub for entertainment, technology, and commerce, provides students with unique opportunities for internships, collaborations, and employment with leading corporations and startups.

The program also emphasizes global marketing, innovation, and entrepreneurial mindset, preparing students to navigate complex international markets and develop innovative marketing solutions. Career services at USC support students with job placement, resume building, interview preparation, and networking events tailored to marketing careers. The degree programs aim to foster versatile, responsible, and innovative marketing professionals ready to contribute effectively to the global economy.

Graduates of USC’s marketing programs have gone on to work in top marketing agencies, corporations, start-ups, nonprofit organizations, and more, often ascending to leadership roles. The university’s strong alumni network and industry connections further enhance the career prospects of program graduates. Overall, USC’s marketing programs combine rigorous academics, practical experience, and industry engagement to prepare students for successful careers in the dynamic world of marketing.