Master of Science in Marketing

• BUSN 5000 Business
  (For students starting Summer 2019 or later)

The Master of Science (MSc) in Marketing requires successful completion of 36 US credit hours. Students who require prerequisite courses may have to complete more than the minimum required U.S. credit hours for this degree.
(Fall 2018 intake or later.)

The following courses are required for the MSc in Marketing:

• MRKT 5000 Foundations of Marketing Strategic Thinking (formerly 'Marketing'; 3 hours)
• MRKT 5610 Marketing Channel Management (3 hours) (formerly MRKT 5920 Marketing Channel Management)
  Prerequisite: MRKT 5000
• MRKT 5720 Promotional Management (3 hours) (formerly MRKT 5940)
  Prerequisite: MRKT 5000
• MRKT 5730 International Marketing (3 hours) (formerly MRKT 5980)
  Prerequisite: MRKT 5000 or permission of the instructor
• MRKT 5740 Management of Digital Marketing (3 hours)
  Prerequisite: MRKT 5000
• MRKT 5850 Marketing Research (3 hours) (formerly MRKT 5970)
  Prerequisites: MRKT 5000 and MRKT 5890 or BUSN 5760
• MRKT 5890 Marketing Statistics (3 hours) OR BUSN 5760 Applied Business Statistics (3 hours)
  Prerequisites: MRKT 5000
• MRKT 5895 Marketing Analytics (3 hours)
  Prerequisites: MRKT 5000 and BUSN 5760 or MRKT 5890
• MRKT 5960 Marketing Management (3 hours)
  Prerequisites: MRKT 5000, MRKT 5610, MRKT 5720, MRKT 5730, MRKT 5740, MRKT 5850 and MRKT 5895
• MRKT 6000 Integrated Studies in Marketing (3 hours)
  Prerequisite: completion of all of the required courses above
• MRKT 6250 Master Thesis (6 hours)

Note: Program prerequisites are to be completed before beginning MSc in Marketing coursework. BUSN 5000 Business is required for students who have not completed an accredited undergraduate degree in business or management within the five years prior to entering the MSc in Marketing program. If the appropriate undergraduate program was completed more than five years prior to entering the program, the department will allow a waiver if the student demonstrates command of the content area by successfully completing a waiver examination. If you are interested in taking a prerequisite waiver examination, please see the department coordinator.

Purpose and Scope

This document lays out the specifications of the program Master of Science in Marketing (MSc), including the profile and learning outcomes, the structure of the curricula, program development, and the criteria for admission and conferment of a degree.

This study plan and regulations is applicable to all students pursuing the Master of Science in Marketing starting on or after Sept. 1, 2021. This study plan and regulations pertains to the degree (MSc) offered by WVPU which is accredited by the Agency for quality Assurance and Accreditation Austria in accordance with the Private Universities Act §2 and §3. The requirements for US-accredited degrees conferred by Webster University based in Saint Louis, USA may vary slightly. Students are encouraged to consult with their advisor for details. 

Overview Table

 Profile and Learning Outcomes 

WVPU’s Master of Science in Marketing program examines the dynamic impact of the business environment and human behavior on marketing endeavors. Students gain advanced knowledge about effective marketing practices, procedures and analytical techniques required to produce impactful marketing decisions. Holders of a Master of Science in Marketing degree typically make careers in advertising and public relations agencies, nonprofit organizations, and the marketing departments of large corporations, all of whom seek out professionals who understand the fundamentals of marketing research, analytics, and statistics as well as channels and promotional management and digital marketing.

Graduates of the Master of Science in Marketing program are able to explain important terminology, facts, concepts, principles, theories, and methods of analysis used in the field of marketing and apply these when analyzing complex and unpredictable marketing situations. They are particularly sensitive to the role digital platforms and social media take in formulating comprehensive marketing plans and able to synthesize their knowledge gained through the program in clear terms, demonstrated through individual and team exercises, development of a marketing plan, and the successful submission and defense of a thesis.

The Master of Science in Marketing program focuses on preparing students to take on positions of responsibility and leadership in the private sector thereby keenly matching WVPU’s profile and objectives. Its strong focus on and integration of real-life cases ensure that graduates are fully qualified for the degree they earned and are critical and adaptive thinkers capable of succeeding in a complex and changing labor market.

Learning Outcomes

Students who complete this program will be able to:

1. Evaluate and analyze relevant information in order to make impactful strategic marketing decisions
2. Effectively manage value creation by developing and evaluating marketing strategies and objectives to foster long-term success and promote meaningful relationships
3. Demonstrate personal skills (e.g., communication, personal brand management, ethics) which are important keys to success as a marketing manager

The Master of Science in Marketing program’s learning outcomes align closely with those of NQF Level VII in all areas of knowledge, skills and competency. 

Master of Science in Marketing Learning Outcomes 

Curriculum Overview and Workload

The Master of Science in Marketing curriculum is organized into one Core Module (CM) consisting of 10 core courses (75 ECTS) that must be successfully completed prior to undertaking the thesis (15 ECTS). The total required workload for students seeking a Master of Science in Marketing is 90 ECTS. 

Full-time students working toward the Master of Science in Marketing will usually carry a course load of four courses per semester. For each course in the Master of Science in Marketing program with the exception of the thesis, students attend 36 hours of courses and conduct approximately another 151.5 hours of self-learning. Students working toward the Master of Science in Marketing (MSc) can complete the program in a minimum of 3 semesters.

Each of the core Competency Courses (CC), Discipline Courses (DC), and Enrichment Courses (EC) is offered at least once a year. Full course descriptions, individual learning outcomes, details about ECTS, weekly study schedules, and assessment criteria are available in each course syllabus, available via WVPU’s publicly accessible course schedule. 

 

Curriculum Overview

Prerequisite (7.5 ECTS)*

Students seeking to begin the Core Module must demonstrate advanced knowledge in business prior to beginning the CM or successfully complete a related prerequisite course of 7.5 ECTS. While the credits earned for the prerequisite courses are recorded in the Diploma Supplement, they do not count toward the degree. 

^{*Students with an accredited undergraduate degree in business or similar focus, or students who pass a waiver exam are not required to take this course.}

^{**Types of courses include: Competency Courses (CC), Discipline Courses (DC), and Enrichment Courses (EC)}

^{***[IL] – Interactive Lecture, [SE] – Seminar, [PT] – Practical Training, [CO] – Colloquium, and [TH] – Thesis}

^{****AT/SL = Attendance (in-class hours)/Self-Learning (time devoted on subject out of the classroom)}

Core Module (75 ECTS)

 

Thesis (15 ECTS)

 

Roadmaps and Course Sequencing

Students working toward an MSc in Marketing can complete the program in a minimum of 3 semesters. Curriculum in this program develops as students progress through their studies. For that reason, adhering to prescribed course sequencing is an essential component to success. The course syllabus or WVPU’s publicly accessible course schedule both list course prerequisites, if any. 
 
Advisors are available to assist students with degree planning to help ensure proper course sequencing. Though most students will adhere to their respective program roadmap, advisors can help develop individualized degree plans when the situation warrants deviation from the roadmap. Advisors must approve all course registration requests before they are processed. Advisors also consult on issues related to academic and career goals, and university resources. 
 
The Business & Management Department reserves the right to waive or adjust course prerequisites as necessary.

 

Program Development and Enhancement

The Master of Science in Marketing program is subject to WVPU’s systematic Internal Quality Management System that incorporates continuous measures and involves the Executive Board, academic department heads, and the University Senate. This ensures that its learning outcomes and the content of its curriculum impart advanced knowledge in the discipline while delivering the skills and competencies requisite for a master’s degree. WVPU’s quality management processes include a triannual program review and assessment of learning outcomes, course evaluations, an annual review of academic polices and processes, semi-annual performance reviews with units and employees and collected stakeholder feedback through semi-annual meetings and surveys supported by the university’s internal information systems. 

All incoming Master of Science in Marking candidates are interviewed by Business and Management Department faculty, allowing the department to directly assess the quality of candidates and thereby ensure that the high standards of the program are sustained. At the course level, each syllabus (including criteria and methods of assessment) is reviewed and approved by the department at least one semester prior to being published on the university’s course offerings, ensuring that learning outcomes are clearly stated and appropriately paired to the course’s content and assessment criteria. All students have access to the syllabus before the course begins, and in addition, faculty are required to review the syllabus on the first day of class. During the running of any course students interact with both the faculty member and the department’s administration alerting them to any problems that might arise and triggering procedures based on academic policies and procedures, particularly with reference to disputes between students and faculty.

The base selection of course offerings for any academic year is determined two years in advance through regular planning sessions. The process includes consultation with representatives of student government and incorporates additional student feedback through face-to-face meetings, town halls, and anonymous course evaluations. Teaching assignments pairing faculty to courses are completed one year in advance. Prior to assigning a course to a faculty member, the department head verifies the individual’s qualifications and experience as an instructor. Students evaluate all first-time instructors in the third week of their course to provide feedback and allow for corrective measures if necessary. 

Other continuous processes also play an important role in sustaining and enhancing the integrity of the program. The university solicits semiannual student feedback on degree programs through student focus groups involving 30-minute structured dialogues at the start of selected courses. Additionally, the head of the department takes part in monthly video conferences with global partners to evaluate Business & Management programs, adding and shaping curricula and course content to meet WVPU student needs and national regulations while also integrating partner experiences from around the world. Department representatives participate in on-going process evaluation measures providing suggestions on how to improve subject relevancy, program competitiveness, research components, and technology to align with those used in international business, management, and marketing sectors.

Admission to the Study Program

In addition to the General Admission Requirements for Graduate Programs, applicants to the Master of Science in Marketing program must fulfil the following requirement:

Applicants who have not completed undergraduate or graduate degrees within the last five years from an accredited business, financial accounting, or economics program, must take the following prerequisite prior to taking core graduate courses or satisfactorily pass waiver examinations.

^{*Students with an accredited undergraduate degree in business or similar focus who pass a waiver exam are not required to take this course. BUSN 5000 may be waived with proof of a completed business degree from an ACBSP, AACSB, IACBE, EQUIS, or AMBA accredited business program, official transcripts documenting prior successful completion of the required professional competencies, or a successfully passed BUSN 5000 waiver exam offered through Peregrine Academic Services, covering the Common Professional Components(CPC) as defined by ACBSP standards. A passing score is 60% or higher.} 

 

Supplementary Requirements for Conferment of the Degree 

WVPU confers the academic degree of Master of Science in Marketing following the successful completion of all modules as stated in the Curriculum Overview and Workload and in accordance with the following rules:

1. Candidates must complete all modules (90 ECTS) as stated in the Curriculum Overview;
2. Students must successfully earn 75 ECTS in residence;
3. Students must complete and defend a master thesis (15 ECTS);
4. All courses must be completed with a grade of B- or better. 

The university reserves the right to approve and assign transferred credits as equivalencies to courses  which could result in fewer than 75 overall ECTS completed in residency. 

WVPU Policies and Student Obligations

WVPU policies support and maintain the highest quality of education and service level for students. All students attending WVPU are obliged to adhere to university academic policies, including the Study and Examination Guidelines and the Code of Conduct. Students are solely responsible for familiarizing themselves with all applicable university policies and procedures including those dictating academic standards. 

Students are also fully responsible for managing their degree progress in compliance with the curriculum. This includes, but is not limited to: ensuring schedule accuracy each semester, adhering to all registration and payment deadlines, proactively addressing any issues that may interfere with degree progress, exclusively using the university assigned email address for all academic-related correspondence, and observing course-specific deadlines and policies. 
WVPU retains the right to update policies and procedures. Students will be informed of any such changes in a timely manner. 

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