University of Management and Technology School of Business and Economics Department Of Marketing MASTER OF SCIENCE IN MARKETING (MS/MPhil Marketing)
MASTER OF SCIENCE IN MARKETING MISSION STATEMENT The Master of Science in Marketing seeks to enhance the frontiers of knowledge and research in the domain of marketing, by bridging the gap between academia and industry. This program shall inculcate critical thinking and analytical skills in the students, and enable them to add value to the ongoing processes and existing systems in public and private sectors. RATIONALE In this ever changing world of today and especially the ever increasing volatility of Pakistani markets, it is extremely important for marketing professionals to specify the information required to identify marketing opportunities, monitor marketing actions, and evaluate and improve marketing performance. The motivation behind Master of Science in Marketing is to enable the students to address aforementioned issues, by sculpting traditional business operations into competitive tools for today's economy. With a distinguished faculty and future vision to develop industry-academia collaborations, UMT s underlying aspiration is to develop a leading program in the region. The program will train both students and professionals of Marketing to satisfy the increasing job market needs of local and multi-national firms in Pakistan and beyond. Moreover, MS Marketing seeks to supplement application of marketing concepts in industry through forming strong theoretical base in the students. PROGRAM DESCRIPTION AND OBJECTIVES The two year program, Master of Science in Marketing, is highly challenging, extensively focused, and designed to transform the students into market leaders who have the capacity to generate creative and innovative solutions, and apply their acumen in real-world complex marketing issues. The program emphasizes analytical and quantitative decision-making skills besides implanting the knowledge of marketing concepts, thus preparing the students for today s marketplace. Students will go through rigorous training and will be exposed to latest concepts, tools, and techniques in marketing research. The exposure to latest tools and techniques will polish the technical skills and expertise gained through coursework. The students shall be given exposure to paradigms of Consumer Behavior, 2 P a g e
Brand Management, Services Marketing, Distribution, Integrated Marketing Communications and Strategic Marketing. This program shall provide students with acumen of how to increase an organization s bottom line by implementing compelling marketing campaigns. CAREER PROSPECTS MS Marketing offers broad opportunities to both practitioners who seek rewarding and challenging marketing positions in public, private, profit and non-profit sectors; and scholars who seek research and teaching careers in education and social sectors. ADMISSION REQUIREMENTS Admission to Master of Science in Marketing requires a minimum of sixteen years of education. This could be a four-year undergraduate degree or a master s degree with a twoyear undergraduate degree. Participants must have studied basic courses of Marketing. Those applicants without any prior marketing academia are also most welcome. However they will be required to take extra foundation courses in their first semester. Applicants without knowledge and background of business studies shall also be required to take foundation courses in the respective areas. Contact: Mr. Mobin ul Haque Chairman Department of Marketing mobin@umt.edu.pk mkt.cod@umt.edu.pk 3 P a g e
CURRICULUM STRUCTURE The degree requirements include 24 credit hours of course work plus a 6 credit hours thesis. A core of 12 credit hours and an additional 12 credit hours of elective courses complete the course requirement. ELECTIVE Participants may study any two courses of 700 (PhD) level. Three elective courses must be of Marketing. Two electives maybe studied from any other MS Program streams (e.g. Supply Chain, Management, Economics or Finance). Program Duration: 1.5 years course work + approx 6 months of thesis Coursework: 24 + 6 credit hours of thesis Semesters: 4 Total Credit Hours: 30 Courses: 3 Core Courses, 5 Electives, and Thesis. CORE COURSES 1. Statistical Analysis for Management Research. 2. Strategy and Policy. 3. Research Methodology. ELECTIVES 1. Marketing strategy 2. Issues in Consumer Behavior 3. Consumer Behavior Models (with PhD Marketing). 4. Brand Management 5. Marketing Models 4 P a g e
6. Attitudes and Persuasion 7. Services Marketing & CRM. 8. Distribution & Logistics. 9. Integrated Marketing Communications. 10. Product Innovation & Development. 11. International Marketing THESIS Students will complete a 6-credit hours thesis (including 1-credit hour research seminar). The focus of thesis could be academic or applied. 5 P a g e
MS MARKETING ROAD MAP 1 st Semester 2 nd Semester 3 rd Semester 4 th Semester Statistical Analysis for Management Research Research Methodology Elective course 4 Strategy and Policy Elective course 2 Elective course 5 IM 799 Thesis Elective course 1 Elective course 3 9 credit hours 9 credit hours 6 credit hours 6 credit hours Note: Students can take two electives from PhD courses or from any MS/MPhil course offered at SBE 6 P a g e
RESOURCE PERSONS Dr. HasanSohaibMurad Dr. Faheem-ul-Islam Dr. Sarwar M. Azhar Dr. Ahmad F Siddiqui Dr. Rukhsana Kalim Dr. A.R. Kausar Dr. Tashfeen M. Azhar Mr. MobinulHaque Mr. Rashid Hussain Mr. DawoodIlyas Butt Mr. Imran Sadiq (Phd, Pakistan) (Phd, USA) (Phd, USA) (MS, Pakistan) (MS, Netherlands) (MS, Pakistan) (MBA USA) 7 P a g e