Program Overview

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Integrated Marketing (MS)

The Master of Science in Integrated Marketing program at the NYU School of Professional Studies prepares students with the theoretical knowledge, the analytical skills, and the most effective methodologies required to become leaders who are able to implement compelling marketing campaigns, to grow market share, and to increase an organization’s bottom line. All courses have a marketing focus with a distinctive breadth and depth of topics in which students are immersed. The program provides a strong curricular foundation through core courses to help students anticipate and to address the needs of this ever-changing and exciting profession. Students also have the opportunity to specialize in key areas, which include digital marketing, brand management, or marketing analytics.

Program Description

The Master of Science in Integrated Marketing program is designed to provide students with a comprehensive understanding of marketing principles and practices. The program requires the completion of 42 credits, comprised of core requirements, concentration courses, and a capstone.

Admissions

Admission to master’s programs at the NYU School of Professional Studies requires the completion of a U.S. bachelor's degree or its international equivalent. Admissions decisions are made through a holistic review process.

Program Requirements

The program requires the completion of 42 credits, comprised of the following:

• Core Requirements:
  • INTG1-GC 1000: Integrated Marketing (3 credits)
  • INTG1-GC 1005: Campaign I: Strategy & Execution (3 credits)
  • INTG1-GC 1011: Competitive Strategy (3 credits)
  • INTG1-GC 1015: Campaign II: Planning & Management (3 credits)
  • INTG1-GC 1025: Database Management & Modeling (3 credits)
  • INTG1-GC 1030: Finance for Marketing Decisions (3 credits)
  • INTG1-GC 1035: Digital Marketing (3 credits)
  • INTG1-GC 1055: Statistical Measurements, Analysis & Research (3 credits)
  • INTG1-GC 1060: The C-Suite Perspective: Leadership & Integrated Marketing (3 credits)
• Concentration Courses:
  • Select one of the following concentrations: Brand Management, Digital Marketing, or Marketing Analytics (12 credits)
• Capstone:
  • INTG1-GC 4000: Capstone (3 credits)

Concentrations

For each concentration, students complete four courses from any one concentration; or three courses from one concentration and one from either of the other concentrations; or may select with advisement, one (3-credit) course in a related field from another NYU School of Professional Studies graduate program.

Brand Management

• INTG1-GC 2200: Brand Strategy (3 credits)
• INTG1-GC 2205: Managing Products & Brands (3 credits)
• INTG1-GC 2210: Consumer Behavior (3 credits)
• INTG1-GC 2015: Internship (3 credits)
• INTG1-GC 2115: Operations Strategy (3 credits)

Digital Marketing

• INTG1-GC 2100: Social Media & The Brand (3 credits)
• INTG1-GC 2105: Search Marketing (3 credits)
• INTG1-GC 2120: E-Commerce Marketing (3 credits)
• INTG1-GC 2015: Internship (3 credits)
• INTG1-GC 2115: Operations Strategy (3 credits)

Marketing Analytics

• INTG1-GC 2300: Business Analytics and Data Visualization (3 credits)
• INTG1-GC 2305: Web Analytics: SEO/SEM, PPC, Email & Clickstream (3 credits)
• INTG1-GC 2310: Advanced Test, Analysis, & Experimental Design (3 credits)
• INTG1-GC 2315: CRM: Managing Customer Experience (3 credits)
• INTG1-GC 2015: Internship (3 credits)

Sample Plan of Study

The sample plan of study is as follows:

• 1st Semester/Term:
  • INTG1-GC 1000: Integrated Marketing (3 credits)
  • INTG1-GC 1005: Campaign I: Strategy & Execution (3 credits)
  • INTG1-GC 1030: Finance for Marketing Decisions (3 credits)
  • INTG1-GC 1055: Statistical Measurements, Analysis & Research (3 credits)
• 2nd Semester/Term:
  • INTG1-GC 1015: Campaign II: Planning & Management (3 credits)
  • INTG1-GC 1011: Competitive Strategy (3 credits)
  • INTG1-GC 1035: Digital Marketing (3 credits)
  • INTG1-GC 1025: Database Management & Modeling (3 credits)
• 3rd Semester/Term:
  • INTG1-GC 2200: Brand Strategy (3 credits)
  • INTG1-GC 2100: Social Media & The Brand (3 credits)
  • INTG1-GC 2015: Internship (3 credits)
  • INTG1-GC 3100: Special Topics (3 credits)
• 4th Semester/Term:
  • INTG1-GC 1060: The C-Suite Perspective: Leadership & Integrated Marketing (3 credits)
  • INTG1-GC 4000: Capstone (3 credits)

Learning Outcomes

Upon successful completion of the program, graduates will:

1. Analyze existing marketing campaigns to devise a strategic direction for a brand.
2. Formulate new solutions to external business needs in multiple media channels.
3. Evaluate financial and human capital management opportunities to address internal business needs.
4. Appraise existing marketing strategies and propose new data-driven marketing efforts.
5. Design data analytics tools and apply predictive and real-time analysis of data to inform marketing efforts.
6. Interpret data to predict consumer behavior.
7. Assemble a traditional and digital marketing effort, utilizing diverse technologies and multiple communications channels.
8. Create new strategies for communications and marketing.
9. Integrate emerging marketing tools and trends into existing marketing practices.
10. Argue the merit and usefulness of an integrated marketing and media campaign from conception to execution to optimization.
11. Compare marketing strategies among various industries and verticals to identify common successes and best practices.
12. Compose a business plan proposal.

Policies

NYU Policies

University-wide policies can be found on the New York University Policy pages.

School of Professional Studies Policies

Additional academic policies can be found on the School of Professional Studies academic policy page.

Internship Policies

Students must complete a minimum of 18 credits and have a minimum GPA of 3.0 to be eligible to apply for the internship course.