COURSE CURRICULUM

The Marketing specialization in the MSc in Management program at Brock University provides students with advanced training in marketing theory, consumer behavior, and research methodologies, preparing them for academic or research-focused careers in marketing. The program begins with two foundational courses—MSCM 5P01 (Research Methodology I) and MSCM 5P02 (Research Methodology II)—which develop students’ skills in qualitative and quantitative research design and analysis. Core marketing courses include MSCM 5P61 (Current Issues in Marketing Theory), which explores contemporary debates and foundational concepts in marketing scholarship, and MSCM 5P62 (Consumer Behaviour and Behavioural Decision Theory), focusing on psychological and behavioral frameworks that influence consumer decision-making. Students further customize their learning by selecting two electives from a range of specialized topics: MSCM 5P63 (Advances in New Product Development), MSCM 5P64 (Selected Readings in Consumer Behaviour), MSCM 5P65 (Advances in Strategic Market Management), MSCM 5P66 (Advances in Business-to-Business Marketing), MSCM 5P67 (Advances in International Marketing), or MSCM 5P68 (Advances in Services Marketing). These courses provide exposure to emerging research areas and practical applications of marketing theory. The specialization is designed to foster critical thinking, academic writing, and analytical capabilities, equipping students to pursue doctoral studies or research-intensive roles in industry, consulting, or academia.