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Join us at Laurier

Being a Golden Hawk means more than just cheering on our (really good) varsity teams – it means being a student who cares about your community, who works hard in the classroom, and who takes advantage of all the learning opportunities that can happen outside the classroom, too.

The Lazaridis School’s Master of Science (MSc) in Management: Marketing is a 12-month program starting in September that will train you to become a skilled marketing researcher. Our program is ideal if you are seeking a career as a marketing research analyst in the public or private sectors, or as a first step towards a PhD in Marketing.

The program provides rigorous training in research methodology and in core topic areas of marketing such as marketing strategy, consumer behaviour, services marketing, advanced marketing research and branding.

The Lazaridis School’s marketing area consists of world-class faculty with PhDs from leading universities including: Alberta, Auckland, Cambridge, Cornell, McGill, McMaster, Michigan, Toronto and York. Our faculty have published and hold editorial positions at a number of premier marketing journals, such as Journal of Marketing, Journal of Marketing Research, Marketing Science, Journal of Consumer Research, International Journal of Research in Marketing, Journal of Consumer Psychology, Journal of Retailing and Quantitative Marketing and Economics.

The Marketing area also boasts a state-of-the-art Consumer Research Lab, equipped with 20 computer terminals and software for controlled experimental studies or survey-based, online data collection. The lab also includes a small breakout room (with a one-way mirror) for focus groups, interviews and other research activities.

Program Overview

Term 1

  • MS700: Univariate and Multivariate Statistics
  • BU800: Fundamentals of Behavioural Research
  • One approved elective course

Term 2

  • Two of the following four:
    • BU822: Marketing Strategy
    • BU842: Consumer Behaviour
    • BU852: Service and Relationship Marketing
    • BU862: Research in Brand and Product
  • One approved elective course

Term 3

  • MS795: Major Research Paper

Admission Requirements

  • An undergraduate degree (or equivalent) in business/commerce, psychology, economics, sociology or other related disciplines with a minimum B+ grade-point average.
  • Prior work experience in marketing or in a related area is desirable.
  • An official score on GMAT (a score in the 75th percentile or higher is recommended). An equivalent GRE score may be accepted in lieu of GMAT scores.
  • Applicants whose native language is not English, or language of instruction during their undergraduate/graduate degree is not English, must provide evidence of English proficiency (TOEFL/IELTS score).

Marketing Faculty

Prospective MSc students will work under the supervision of one or more of our marketing faculty members with graduate supervisory status on a Major Research Paper (MRP).

Nicole Coviello
Lazaridis Research Professor

  • marketing strategy
  • international marketing
  • entrepreneurship
  • innovation management

Tripat Gill
Associate Professor
Canada Research Chair (Tier 2) in Market Insight and Innovation

  • consumer behaviour
  • innovation adoption
  • branding
  • evolutionary psychology

Hae Joo Kim
Assistant Professor

  • consumer behaviour
  • nonconscious processes
  • social marketing

Zhenfeng Ma
Associate Professor

  • consumer behaviour
  • social media
  • marketing of innovation and new products

Kalyani Menon
Associate Professor
Area Coordinator, Marketing

  • consumer behaviour (consumption emotions, interpersonal interaction, word of mouth)
  • services marketing
  • consumer welfare

Grant Packard
Assistant Professor

  • consumer behaviour
  • language
  • motivation
  • perception
  • persuasion
  • self-concepts

Chun Qiu
Assistant Professor

  • retailing management
  • competitive strategies
  • pricing
  • online and mobile marketing

Chatura Ranaweera
Associate Professor

  • customer service provider interactions
  • customer loyalty and engagement
  • word of mouth behaviour
  • consumer well-being
  • value creation and destruction
  • B2C and B2B relationships
  • and survey research

Fang Wang
Associate Professor

  • marketing strategy
  • long-term marketing productivity
  • e-commerce
  • big data analytics

Sarah J.S. Wilner
Assistant Professor
Laurier Chair in Brand Communication

  • product development
  • innovation and design
  • marketing and brand management
  • consumer culture
  • consumer experience
  • qualitative methods

Ping Zhao
Assistant Professor

  • customer relationship management
  • social network
  • internet and mobile marketing
  • customer analytics

Applying to the PhD Program from the MSc Program

In the second term of the MSc in Management program, you may apply to the PhD in Management program with a concentration in Marketing. Should you be accepted, you will be given course credit for successfully completed courses cross-listed in both the master's and PhD programs.


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