The Master of Science in Marketing is a graduate program designed to develop advanced competencies in strategic marketing, consumer insights, and brand innovation. The curriculum combines theoretical foundations with practical applications, enabling students to analyze market dynamics, craft compelling value propositions, and drive business growth in a data-driven digital economy. With an emphasis on creativity, analysis, and strategic decision-making, the program prepares graduates to lead high-impact marketing initiatives across diverse industries and global markets.
Students can specialize in one of the majors addressing current and future trends in marketing and consumer behavior.
Major in Consumer Neuroscience and Sensory Marketing
This major explores the intersection of neuroscience, psychology, and marketing to understand how consumers make decisions. Students will learn how sensory stimuli, emotional responses, and subconscious processes influence perception, attention, memory, and purchasing behavior. The curriculum integrates neuroimaging techniques, biometric analysis, and experimental design to evaluate the impact of branding and advertising strategies on the human brain. Additionally, students will be trained to apply neuroscience-based knowledge to optimize product design, communication, and customer experience in sectors such as retail, food and beverage, luxury, and entertainment.
Major in Strategic Marketing and Business Development
This major focuses on the formulation and implementation of marketing strategies that drive organizational growth and market expansion. Students will explore competitive analysis, value creation, market segmentation, and business development tactics. Emphasis is placed on aligning marketing objectives with business goals, leveraging innovation, and fostering sustainable customer relationships. Additionally, students will be prepared to assume leadership roles in strategic planning, market analysis, and business development in dynamic, global environments.
Major in Branding and Transmedia
This major prepares students to build and manage powerful brands through integrated storytelling and multiplatform communication. Students will learn to create brand narratives, manage brand architecture, and deliver cohesive experiences across traditional and digital media. The curriculum includes transmedia strategy, audience engagement, and digital content production to create immersive brand ecosystems. Upon completion, students will be able to lead brand initiatives that connect emotionally with audiences, strengthen brand loyalty, and foster long-term brand value in an era of media convergence and digital disruption.
Graduates of the Bachelor’s Degree are able to:
Develop Advanced Marketing Competencies: Equip students with in‑depth knowledge and practical skills in strategic marketing, brand management, consumer behavior, and value creation to drive business growth in competitive markets.
Enhance Data‑Driven Decision Making: Train students to leverage marketing analytics, consumer insights, and digital tools to develop evidence‑based strategies that support innovation, customer engagement, and performance optimization.
Foster Strategic Thinking and Creativity: Promote the integration of creative thinking with analytical rigor to develop compelling marketing campaigns, differentiated brand propositions, and adaptive go‑to‑market strategies across diverse industries.
Prepare for Global and Digital Market Leadership: Empower graduates to design and lead marketing initiatives that align with global trends, digital transformation, and evolving customer expectations in increasingly interconnected and technology‑driven economies.
Promote Expertise in Consumer Behavior and Neuroscience: Enable students to apply principles from neuroscience, psychology, and sensory marketing to understand consumer decision‑making processes and create emotionally resonant, behaviorally informed marketing experiences.
Support Sustainable Business Development and Innovation: Develop the ability to align marketing strategies with business development goals, competitive advantage, and sustainable value creation through market intelligence, customer segmentation, and opportunity analysis.
Train in Branding and Transmedia Storytelling: Prepare students to create and manage brand ecosystems that utilize transmedia narratives and cross‑platform communication to build brand equity, loyalty, and immersive consumer experiences.
Cultivate Leadership and Strategic Execution Skills: Equip graduates to assume leadership roles in marketing strategy, innovation, brand management, and digital transformation through project‑based learning, real‑world simulations, and collaborative initiatives.
Adapt to Emerging Trends and Technologies: Encourage continuous learning and adaptability to integrate emerging tools such as AI, neuromarketing, augmented reality, and social media analytics into forward‑thinking marketing strategies.
| Course Number | Course Title | Credit Hours |
| MKT510 | Financial Management in Marketing | 3 |
| MKT520 | Advanced Strategic Marketing | 3 |
| REM500 | Advanced Research Methodology | 3 |
| MKT530 | Understanding Customers and User Behavior | 3 |
| MKT540 | Marketing Analytics and Consumer Insights | 3 |
| ETH520 | Ethics, Sustainability, and Strategic Decision-Making | 3 |
| LDS510 | Executive Leadership and Team Development | 3 |
| MKT570 | Agile Project Management for Marketing | 3 |
| Sub – Total | 24 |
| Course Number | Course Title | Credit Hours |
| NSC610 | Cognitive Neuroscience in Consumer Decision-Making | 3 |
| NSC620 | Anthropological Perspectives on Consumer Culture | 3 |
| NSC630 | Sensory Branding and Emotional Marketing | 3 |
| NSC640 | Sensory Experiences and Consumer Engagement | 3 |
| MKT650 | Capstone Project – Marketing | 3 |
| Sub – Total | 15 |
| Course Number | Course Title | Credit Hours |
| SMK610 | Business Research and Product Development | 3 |
| SMK620 | Corporate Lobbying and Negotiation Strategies | 3 |
| SMK630 | Advanced Sales Management | 3 |
| SMK640 | Business Plan Development | 3 |
| MKT650 | Capstone Project – Marketing | 3 |
| Sub – Total | 15 |
| Course Number | Course Title | Credit Hours |
| BRT610 | Strategic Brand Development and Management | 3 |
| BRT620 | Strategic Brand Positioning and Corporate Reputation | 3 |
| BRT630 | Brand Narratives and Interactive Storytelling | 3 |
| BRT640 | Transmedia Strategy and Content Integration | 3 |
| MKT650 | Capstone Project – Marketing | 3 |
| Sub – Total | 15 | |
| Total | 39 |
Join a vibrant community that prepares you for the modern business world.
