Program: Marketing Intelligence, MS - University of San Francisco

2020-2021 Catalog

Mar 29, 2025

Program Director: John O’Meara

This 30-unit, 11-month, full-time, cohort-based graduate program is designed to first develop foundational skills then to apply those skills in a functional environment. Each semester will be divided into two seven-week segments. The first semester is a foundational semester learning the theories of marketing and consumer behavior. In addition, students will learn marketing research. The second semester is an application experience whereby students will learn how to apply marketing concepts to skills formation. The program ends with a practicum.

Program Goals

Develop marketing research practitioners
Enhance student academic and applied research in the areas of marketing, research, and analysis

Program Learning Outcomes

Identify and analyze the marketing research process
Identify and understand on how both quantitative and qualitative methods are used and when to employ each method
Develop marketing research design skills to employ with data collection
Demonstrate the ability to analyze data using both quantitative and qualitative tools
Employ effective teamwork and collaboration skills
Demonstrate awareness of ethical practices in marketing research

Major Requirements (30 units)

Fall I

Fall II

Spring I

Spring II

Elective Course

All MSMI candidates will augment their course of study with one approved elective selected from the School of Management’s MBA program.

Marketing Intelligence, MS