Master of Science in Marketing (MSc)

The MSc in Marketing program is designed to train specialists to perform high-level analytical thinking, data-based decision-making and to develop rigorous research skills. Core courses in the program lay out the fundamentals of research methods, data analysis and Marketing theory, while our range of elective seminar courses dive deeper into particular aspects of Marketing. All these courses build a foundation upon which students can launch their respective thesis projects.

Our students learn how to:

• explain core Marketing theories and their own specific area of research;
• describe substantive advances in Marketing;
• identify research problems and formulate research questions with rationales;
• identify and apply appropriate research methods and analysis;
• effectively convey findings and visually present data;
• effectively respond to questions and incorporate feedback;
• develop recommendations;
• consider applications and implications of those recommendations for stakeholders – managers, consumers, employees, and the broader society – as well as for the research community

The curriculum helps students develop skills for research, data collection and analysis. In addition to critical and analytical skills, our students learn the crucial elements of how to effectively present their findings and communicate business recommendations.

Flexibility to develop your research interests and ideas

The program has been deliberately designed to broadly encompass the field of Marketing while allowing students to refine their particular area of interest within the field. Although you need to have a good idea of what you might like to research in the program, you do not need to have a thesis proposal or a thesis supervisor to apply. Our flexible program gives you the freedom to develop your research interests and ideas.

Producing a thesis

The thesis component of John Molson’s research-based Masters builds upon what is learned during the courses component in the first half of the program. The thesis is an in-depth, academic paper that provides candidates with the opportunity to explore and investigate their particular area of interest, all while contributing to knowledge in that field. Research methods are various and can be cross-sectional, longitudinal, based on case studies or experimental in design. It measures data gathered on survey questionnaires, interviews, archives and field observation.

Managing a thesis project is an excellent way for candidates to demonstrate their passion and to hone their specialization in preparation for either PhD studies or careers as industry experts in their respective fields. Producing a thesis helps to develop time management, research and writing, critical thinking, communication and presentation skills. These skills, combined with the passion, dedication and effort required to undertake a thesis project, are highly sought after by top employers, who may also be interested in the research and findings generated.

Developing practical research skills

Through the thesis, each candidate takes a deep dive into their thesis topic. By building on a solid theoretical foundation, they stand to produce the type of relevant and practical research that is becoming increasingly necessary in business, government, and industry.

Whether it be through consumer psychology, segmentation, positioning and branding, pricing management, or retailing, among others, our candidates develop an expertise in the field of Marketing and contribute to business and marketing knowledge.

Producing graduates for today's business needs

We want our graduate to apply relevant research findings to solve organizational problems. We aim to produce graduates that will respond to today’s need for specialists who understand the latest trends and developments in marketing in a post-pandemic business landscape.

John Molson’s MSc in Marketing has partnered with GradProSkills to incorporate professional development workshops as a non-credited degree requirement. These workshops align with the program’s learning objectives to optimize the students’ graduate school experience and equip them to realize their professional and academic goals. Some examples may include effective reading and writing strategies, business research essentials, presentation skills, project management fundamentals, French conversation group, crafting strong thesis statements and introductions, how to prepare data for publication, Python and R Programming languages, student health, and many more!