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Home > Programs >
Graduate > Master of Science Degree in
Customer-Centric Innovation and Marketing Research
The M.S. in Customer-Centric Innovation and Marketing Research examines the practice of marketing research as it pertains particularly to an organization’s new product/new service development process. Its specific goal is to instruct students in marketing research techniques particularly useful for bringing the voice of customers into the new product/new service/innovation process and in brand development. Graduates will be prepared for jobs in marketing research, new product development, and brand management.
This graduate degree program consists of 30 credit-hours of course work for those students who have undergraduate degrees in business (any business sub-field e.g., accounting, finance, marketing, economics, management). For students who have undergraduate degrees in fields other than business, up to 18 additional hours of undergraduate course work in business may be required. This specialized master’s degree provides program participants with instruction in a focused business field with depth of topic coverage.
The coursework will include 9 required classes and 1 course from a choice of business electives offered within the SGML. Students will also participate in small projects and cases and a culminating project that goes beyond the classroom to give the students real-world experience in innovation and marketing research.
Foundation Courses:
| QBA 525 |
Applied Regression Models |
3 credits |
| MKT 510 |
Understanding Buyer Behavior |
3 credits |
| MKT 530. |
Creativity and Innovation in Marketing |
3 credits |
Methods Courses:
| MKT 513 |
Marketing Research for Product Development I |
3 credits |
| MKT 514 |
Marketing Research for Product Development II |
3 credits |
| MKT 515 |
Marketing Research for Product Development III |
3 credits |
Marketing Management Courses:
| MKT 550 |
Innovative Brand Management and Marketing Communications |
3 credits |
| MKT 560 |
Customer Relationship Management |
3 credits |
Practice Course:
| MKT 593 |
Innovation and Marketing Research Capstone Project Course |
3 credits |
Total: 30 credits
Students can pursue this degree either full-time or part-time. Full-time students with undergraduate degrees in business can complete the program in 3 or 4 semesters (including one summer semester). The program is accredited by AACSB International, the same accrediting agency that accredits ASU’s MBA program and the business programs at all the top universities.
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