This course exposes students to the knowledge and skills required of 1) brand managers as they successfully launch and manage branded products/services over time and 2) brand consultants, who consult brand managers on the best strategies and techniques for managing brands. Students will also learn the process for conducting a brand audit through a group semester project.
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M.S. in Commerce | Academics
Marketing & Management Track
In the Marketing & Management Track, you will acquire in-depth knowledge of the principles and practices of modern marketing while cultivating essential professional and managerial skills in project management, business planning, and strategy. Through team projects for sponsoring organizations, you will gain experience leading and working in diverse teams, managing projects, formulating a point of view, and concisely reporting meaningful insights to diverse audiences.
The Marketing & Management Track is designed to give students seeking careers in client- or customer-facing organizations the key frameworks, technologies, and functional skills employers are seeking. For example, students will learn to:
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Conduct a thorough brand analysis for a sponsor company and set forth strategic recommendations and guidance for enhancing customer value and/or revenue performance
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Manage projects effectively and efficiently, including scope, estimation and scheduling, global sourcing, virtual and global teams, and vendors
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Use a business planning model to design, develop, and execute an effective integrated web and social marketing program
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Understand how consumer behavior and consumer response to pricing fit into the formulation of viable marketing strategies
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Market products and services and manage strategic alliances in a business to business environment
Brand Strategy and Integrated Marketing Communication
Product & Project Management
The primary objective of Project Management is to provide a blend of theoretical knowledge and practical skills necessary for the effective management of projects. To this end, the course is closely tied to the Project Management Body of Knowledge (PMBOK, as espoused by the Project Management Institute) and consists of seminars on such topics as planning, stakeholder management, human resource management, global/virtual teams, and risk management. Prerequisites: Restricted to M.S. in Commerce students
Digital Strategy and Analytics
This course examines ways to design, develop, and execute effective integrated, web, and social marketing programs. It uses a business-planning model that allows students to justify, build, and execute social and digital marketing programs with bottom-line ROI. Students learn to identify and measure high-value market segments, use web and social research to evaluate competitors, and convince management of the value of digital and social marketing.
Consumer Behavior and Pricing Strategies
This course integrates our understanding of consumers from research in marketing, psychology, and behavioral economics. We take the perspective of a marketing manager and employ this knowledge to develop, execute, and implement effective marketing strategies.
Developing and Managing Innovative New Products
Developing innovative products is the lifeblood of the firm, yet many product introductions fail due to improper design, unrealistic expectations, or a failure to understand the consumer. This course will dissect the new product development process, including creative ideation, concept testing, prototyping, and entry strategies. Concepts such as open source innovation, disruptive technologies, and the diffusion of innovations are also considered.
Managerial View of AI
This course aims to provide students with a practical understanding of AI technology. It covers key factors for the successful development, deployment, and management of AI; machine learning; and other algorithmic approaches to automated decision making. Students will better understand the societal impacts of AI, ethical considerations in the use of AI, the limitations of AI, and approaches to balance AI risks and benefits.
Data Aggregation and Visualization
Students will learn how to communicate effectively with data and data structures. This includes how to evaluate potential sources of data, aggregate data values from multiple sources, and compile creative, professional, and descriptive visualizations from that data. Students will learn the best type of chart or figure for different situations and how to format those visualizations to maximize the impact to the viewer.
Essentials of Project Management
This course provides students with an introduction in how to effectively fill the role of project manager. It covers a blend of conceptual knowledge and practical skills necessary for the effective management of complex projects.
Consulting
This course provides a broad overview of management consulting and other related advisory services professions while also helping students develop skills that are broadly applicable in these professions as well as in other fields (business, politics, not-for-profit, etc.). Working both individually and in teams, students will gain an appreciation of what makes consulting and advisory services unique from other areas of business.
Entrepreneurship and Technology Commercialization
This course focuses on how to successfully commercialize breakthrough technologies that have high potential to generate social and/or economic value. The course covers issues related to identifying market needs and potential, developing commercialization plans, and understanding business models and entrepreneurial strategy.
Data Management for Decision Making
This course provides an overview of the concepts, technologies, and tools necessary to support and improve electronic commerce, with an emphasis on tools and methodologies for measuring and enhancing digital presence. The two major areas covered are web analytics and search analytics. Through a semesterlong group project, the course focuses on how these concepts can be used to measure, analyze, and improve user experience, web traffic, and conversion rates.
Hiring Companies
A.T. Kearney
Accenture
American Express
Anheuser-Busch InBev
Barneys New York
Bloomberg
Boston Consulting Group
Capital One
Edelman
EY
Hyatt corporation
IBM
Infinity Marketing
IPT Mediabrands
Ketchum
MicroStrategy
New York Yankees
Oracle
PricewaterhouseCoopers
Tesla
Uber
Marketing & Management Track
Alumni Profiles
Jena Al-Barzinji (M.S. in Commerce '19)
Oracle, Business Development Consultant
"The M.S. in Commerce helped me develop strong business acumen and challenged me to think in new ways. It gave me an entirely new skill set that I could immediately use when entering the workforce."
Antonia Hite (M.S. in Commerce '17)
circle S studio, Account Manager
"The project experience at McIntire really prepped me well for client presentations. You have to be able to feel comfortable presenting and owning your presentation. The case studies and client presentations at McIntire gave me a taste of what that’s like. I learned how to make an effective presentation deck to get information across clearly and concisely, as well as how to present data in a meaningful way, which can really make or break a presentation."
Meyrav Levy (M.S. in Commerce '18)
DDC, Creative Project Manager
"One of the most important things I learned during my time in the M.S. in Commerce is how to adapt my communication style to different teams I work with, as well as managing competing priorities effectively."
Evan Sacks (M.S. in Commerce '14)
1001Tracklists, CEO
"Business clicked a lot more for me than biomedical engineering, as I found the concepts to be both more relatable and interesting. I really enjoyed Marketing classes, learning about the psychology of consumer decision-making, and I also gained valuable experience from collaborating with classmates on group projects."