This is the preliminary (or launch) version of the 2024-2025 VCU Bulletin. Courses that expose students to cutting-edge content and transformative learning may be added and notification of additional program approvals may be received prior to finalization. General education program content is also subject to change. The final edition and full PDF version will include these updates and will be available in August prior to the beginning of the fall semester.
Program accreditation
Association to Advance Collegiate Schools of Business
Program goal
The Master of Science in Business with a concentration in marketing management offers students the opportunity to focus on conceptual and experiential dimensions of the business function of marketing with particular emphasis on branding, analytics, and gaining insights into consumers and the competitive environment.
Student learning outcomes
- Strategic and analytic skills
Students will be able to evaluate marketing programs to identify strategic issues. - Communication skills
Students will be able to make effective client presentations. - Creative problem-solving
Students will be able to create marketing plans and programs that capitalize on market opportunities.
VCU Graduate Bulletin, VCU Graduate School and general academic policies and regulations for all graduate students in all graduate programs
The VCU Graduate Bulletin website documents the official admission and academic rules and regulations that govern graduate education for all graduate programs at the university. These policies are established by the graduate faculty of the university through their elected representatives to the University Graduate Council.
It is the responsibility of all graduate students, both on- and off-campus, to be familiar with the VCU Graduate Bulletin as well as the Graduate School website and academic regulations in individual school and department publications and on program websites. However, in all cases, the official policies and procedures of the University Graduate Council, as published on the VCU Graduate Bulletin and Graduate School websites, take precedence over individual program policies and guidelines.
Visit the academic regulations section for additional information on academic regulations for graduate students.
Degree candidacy requirements
A graduate student admitted to a program or concentration requiring a final research project, work of art, thesis or dissertation, must qualify for continuing master’s or doctoral status according to the degree candidacy requirements of the student’s graduate program. Admission to degree candidacy, if applicable, is a formal statement by the graduate student’s faculty regarding the student’s academic achievements and the student’s readiness to proceed to the final research phase of the degree program.
Graduate students and program directors should refer to the following degree candidacy policy as published in the VCU Graduate Bulletin for complete information and instructions.
Visit the academic regulations section for additional information on degree candidacy requirements.
Graduation requirements
As graduate students approach the end of their academic programs and the final semester of matriculation, they must make formal application to graduate. No degrees will be conferred until the application to graduate has been finalized.
Graduate students and program directors should refer to the following graduation requirements as published in the Graduate Bulletin for a complete list of instructions and a graduation checklist.
Visit the academic regulations section for additional information on graduation requirements.
Other information
School of Business policies and procedures for graduate students are available on the school’s website.
Admission requirements
| Degree: | Semester(s) of entry: | Deadline dates: | Test requirements: |
|---|---|---|---|
| M.S. | Fall | Jul 1 | GMAT or GRE* |
| Spring | Nov 1 | ||
| Summer | Mar 1 |
In addition to the general admission requirements of the VCU Graduate School, applicants must submit an up-to-date resume.
*Test requirements may be waived. Waiver request information can be found on the Graduate Studies in Business webpage.
Degree requirements
The marketing management concentration provides the opportunity to focus on conceptual and experiential dimensions of the business function of marketing. Core courses provide a framework for understanding the role of marketing in a variety of organizations. Electives add knowledge in areas of growing importance to the profession and provide the flexibility for students to consider emerging topics in marketing. Global and domestic client projects and experiential learning opportunities prepare students for marketing careers.
The marketing management concentration may be completed within one year if pursued full-time or two or more years part-time. In addition to the VCU Graduate School graduation requirements, students must complete up to three classes (zero to nine credit hours) of foundation course work. At the time of application, all undergraduate and graduate transcripts will be reviewed to determine if the foundation courses may be waived. Waiver of a foundation course may be awarded when a student demonstrates equivalent knowledge, such as completing the required undergraduate equivalent course with a minimum grade of C or enrollment in an approved program. GMAT/GRE test requirements may be waived.
Prerequisite undergraduate and/or foundation courses
Prerequisite and/or foundation courses may be waived for students who present satisfactory equivalent preparation at either the undergraduate or graduate level. This determination is made by the faculty adviser at the time of admission.
| Course | Title | Hours |
|---|---|---|
| Foundation courses | ||
| 0-nine credits; courses may be waived for demonstrated equivalence. | ||
| ACCT 507 | Fundamentals of Accounting | 3 |
| FIRE 520 | Financial Concepts of Management | 3 |
| SCMA 524 | Statistical Fundamentals for Business Management | 3 |
Curriculum requirements
| Course | Title | Hours |
|---|---|---|
| Core courses | ||
| MKTG 657 | Market Planning Project | 3 |
| MKTG 671 | Marketing Management | 3 |
| MKTG 672 | Influencing Consumer Behavior | 3 |
| MKTG 675 | Digital Marketing | 3 |
| MKTG 679 | Brand Strategy | 3 |
| Approved electives | ||
| Select five of the following: 1 | 15 | |
| Business Policy and Strategy | ||
| Negotiations | ||
| Entrepreneurship | ||
| International Marketing | ||
| Corporate Entrepreneurship | ||
| Marketing Research | ||
| Service Quality Management | ||
| Social Media Research | ||
| Marketing Analytics | ||
| Topics in Marketing | ||
| Field Project in Marketing | ||
| Global Supply Chain Management | ||
| Total Hours | 30 | |
Students may also chose up to two 500- or 600- level courses. These courses should be selected to supplement learning in an area of student interest, and they must be approved by the program adviser.
The minimum number of graduate credit hours required for this degree is 30.
Students who complete the requirements for this concentration will receive a Master of Science in Business.
Accelerated opportunities
The department offers opportunities for qualified undergraduate students to earn both an undergraduate and graduate degree in a minimum of five years by completing approved graduate courses during the senior year of their undergraduate program. See the individual program pages in the Undergraduate Bulletin for details.
Contact
Austen Gouldman
gouldmana@vcu.edu
(804) 828-4622
Additional contact
Graduate Studies in Business
gsib@vcu.edu
(804) 828-4622
Program website: business.vcu.edu/academics/marketing/ms-in-business-concentration-in-marketing-management/