Our Master of Marketing Research (MMR) program at the Terry College of Business was the first Master of Marketing Research program in the U.S. and is internationally regarded as the standard of comparison for such programs.

MMR students pass high entrance requirements to be admitted and are then immersed in a rigorous academic program with hands-on use of the same analytics tools and research methods used by marketing research industry to guide business decisions. In addition to the research tools, our program emphasizes business applications and students acquire a solid grounding in marketing strategy.

As a result, our MMR graduates are highly sought after by both the marketing research industry and market research departments of major corporations. Our program maintains ties with many partner corporations who, acting as Advisory Board members, guide the program content for standards and relevancy. With almost 600 MMR alumni, the program’s graduates hold many leadership positions in marketing research and consumer insights.

The MMR program curriculum focuses on challenging, cutting-edge coursework and hands-on projects which are sponsored by the MMR Advisory Board and companies such as Microsoft, IBM, Coca-Cola, and Home Depot.

Our curriculum allows students to obtain an understanding of knowledge development tools and strategic applications, data acquisition, and insight extraction and dissemination. MMR students gain skills for designing intelligent marketing research solutions to specific business problems, analyzing data using sophisticated statistical tools and packages, preparing and presenting high-impact reports, and serving as a market intelligence consultant to managers.

The program is structured to encompass the tools & techniques, business acumen and ‘soft’ skills necessary to succeed in the industry.

Tools + Techniques

• Qualitative Research
• Statistics - Econometrics - Multivariate Statistics
• Sampling & Survey Research
• Experimental Design
• Conjoint - Data Mining - Web Analytics
• SAS - SPSS - Qualtrics - Sawtooth Software

Business Acumen + Context

• Business Fundamentals
• Marketing Strategy
• Consumer Behavior
• Advertising & Promotion Management
• Databased Marketing & Customer Relationship Strategy

Soft Skills

• Consultative Skills
• Presentation Skills
• Writing Skills
• Critical Thinking and Insights Development
• Story Telling

Coursework

The MMR coursework is completed in only 11 months, beginning in the summer semester (June) and ending the following spring semester. Students take approximately 13.5 credit hours per semester (40.5 hours overall) as follows:

Typical Course Sequence

Please note that the curriculum and coursework are continuously evolving to address the dynamic needs of the market research community. Thus, specific courses and content may change from time to time.

Marketing Research Projects

Students design and complete research projects in the area of marketing research under the supervision of a faculty member. The projects involve actual problems/issues in corporate supplier or client firms who serve as sponsors. Recent sponsors have included Coca-Cola, dunnhumbyUSA, Michelin, Eli Lilly, Walmart, PepsiCo, Johnson & Johnson Vistakon, Altria (St. Michelle Winery), The Home Depot, United States Postal Service, Rubbermaid, and MeadWestvaco.

Altria Executive Seminar Series

This series brings marketing professionals into the classroom to discuss their experience and expectations in marketing research as well as the current state of the industry. Seminars are followed by a formal question-answer session and reception.

• 1 Unofficial transcript from institutions you’ve attended (submit official transcript if admitted) [1]
• GMAT or GRE scores
• 3 letters of recommendation[2]
• Résumé (1 page)
• Statement of Purpose
• 2 proofs of degree
• TOEFL scores[3]
• Certificate of Finances form
• You must submit a one-time application fee via credit card online in order to complete your application — $75 for domestic applicants, $100 for international applicants.

Scholarships

• Graduate Assistantships
  A limited number of assistantships are available to highly qualified applicants and are competitively awarded on the basis of merit. The stipend is $6,000 and includes a tuition waiver. Assistantships require that students work approximately 13 hours per week under the faculty member. Past assistantships with faculty members have included research opportunities and positions with the Coca-Cola Center (webmaster, newsletter editor).
   
• Out-of-State Tuition Waivers
  Non-resident admitted students can seek to have a portion of their tuition waived for one academic year. These awards are based upon academic records and recommendation of the department. Candidates must have a 3.30 undergraduate GPA or a 3.50 graduate GPA and 550 GMAT and plan to be enrolled for a minimum of 12 hours each semester to be eligible for nomination. Decisions are typically made in late March/early April.