Online Master of Science in Marketing

The Online Master of Science in Marketing (OMSM) program has been meticulously designed in the heart of Silicon Valley. The purpose of this program is to help students grow into visionary leaders well-versed in the rapidly expanding field of marketing technology, commonly referred to as, “MarTech.”

MarTech encompasses the various applications, interfaces, and tracking technologies that cutting-edge marketing entities use to navigate swiftly and tackle the challenges of the modern digital landscape. The MS in Marketing curriculum prioritizes extensive coverage of MarTech, spanning from analytics and customer behavior monitoring to social media incorporation and digital content strategy.

Powerful digital marketing tools demand responsible leaders who will use them ethically, with respect for consumer protection and privacy. In collaboration with Santa Clara University's Markkula Center for Applied Ethics, we encourage insightful dialogues on relevant topics like data collection and customer privacy, crucial in today's global marketing landscape. As a result, students acquire a Master's in Marketing infused with the values and perspectives vital for ethical leadership, not just in Silicon Valley but also in broader contexts.

 Admissions

For admission information, refer to Chapter 2.

Program Outline

The MSM curriculum consists of 36 units across 6 core courses (18 units) and 16 additional units of electives.  

For additional academic information policies,  refer to Chapter 5.

For additional information on online programs, refer to the Online Programs Section in

Chapter 6.

 For course descriptions and prerequisites for core and electives, refer to Chapter 8.

Curriculum Clusters

1. Core Business Knowledge (3 courses)

These courses provide students with a comprehensive understanding of contemporary marketing practices, including the integration of technology, ethical considerations inherent in marketing activities, and the ability to adapt to evolving marketing trends.

  • Marketing Trends and Technology (2 units)
  • Foundations of MarTech (2 units)
  • Ethics for Managers (2 units)

2. Core Marketing Knowledge (3  courses) 

These courses provide students with a solid foundation in marketing theory, consumer behavior analysis, and marketing analytics, equipping them with the skills and knowledge needed to excel in marketing roles across industries. They learn how to develop strategic marketing plans, effectively target and engage customers, and measure the success of marketing campaigns, preparing them for successful careers in marketing management, market research, digital marketing, and related fields.

  • Marketing is Everything (4 units)
  • Analysis of Customers and Markets (4 units)
  • Marketing Analytics I (Excel) (4 units)

3. Electives (18 units)

Offers a variety of electives to help students develop capabilities in a specific area. Students must complete nine of the following courses or course units must equal 18 units total:

  • Product Messaging and Positioning (2 units)
  • Achieving Brand Leadership (2 units)
  • Digital Advertising (2 units)
  • Sales Management (2 units)
  • Product Innovation (2 units)
  • Programmatic Advertising (2 units)
  • Social Media Marketing (2 units)
  • Fundamentals of B2B Account-Based Marketing (2 units)
  • MarTech Integration and Challenges (2 units)
  • Distribution Channels (2 units)
  • E-commerce: Challenges and Opportunities (2 units)
  • Marketing Analytics II (R) (2 units)
  • Retail Strategy (4 units)

GBP Anywhere Program

The GBP Anywhere Program enables MBA and MS students to enroll in on-campus or online electives from various Graduate Business Programs. This program aims to enhance flexibility and course options for Online and Evening students.

Below are additional Marketing courses available through the Evening MBA program curriculum. Online students should be aware that the courses stated below are synchronous and will require students to attend class on campus and in person. This allowance does not apply during the first quarter of attendance or to any core classes required by the program.

  • New Business Venture (4 units)
  • The Analytics of Optimal Pricing and New Product Decisions (4 units)
  • Product Management - Concept to Execution (4 units)
    –  *Students cannot take MKTG 3572 if they have taken MKTG 3700 (Product Innovation)*
  • Go-to-Market Strategy (4 units)
    – *Students cannot take MKTG 3590 if they have taken MKTG 3574 (Sales Force Management) or MKTG 3724 (Distribution Channels)*
  • Internet Marketing and eCommerce (4 units)
  • Marketing Technology in a Business-to-Business World  (2 units)
  • Business Model Frameworks (2 units)
  • Mobile Marketing and mCommerce (4 units)
  • Fundamentals of B2B Account-Based Marketing (2 units)
  • Healthcare Marketing (2 units)

For additional information, refer to the GBP Anywhere Programs Section in Chapter 6.