How about choosing a marketing major in an American university? What is marketing?
The marketing of American universities is mostly set under MBA, and the former 100 is less than 10, so applicants have little choice and fierce competition. Every school offering marketing in the United States has its own characteristics. Some emphasize academic research, and the courses offered are mainly theoretical research. However, in recent years, more and more schools have increased the application of MS in marketing, and some schools have specially set up practical courses to make up for the lack of work experience of learners. There are also some schools that link marketing and media majors. For example, the integrated marketing course offered by Northwest University is a unique project.
Marketing research office
Strategic Marketing: The major of strategic marketing is to formulate a long-term effective long-term market development strategy for the company according to the company's development goals, development needs and other factors, and finally realize the company's development goals in a profitable way.
Brand management: the research direction of brand management is how to maximize the brand effect of the company, which is to maximize the brand value of the company and make profits for the company through various effective ways or methods. There is great room for development in this research field.
IMC (Integrated Marketing): It is to analyze the relationship between all links in the sales process and communicate by means of communication, so that all links in the whole marketing process can cooperate more tacitly and give full play to the maximum value of marketing.
Data Mining: This research direction requires students with computer science and statistics background, and mainly studies how to use data and other information to analyze the market in time, set market goals and accurately locate the market.
International Marketing: The major of international marketing is to train international market professionals for the international market, make market plans for different regions and countries with different policies, different cultural backgrounds and different needs in the world, and promote the prosperity of the international market.
Professional content
1. Professional details:
The main responsibility of marketers is to undertake the research and analysis of market investigation and market consultation. The employment destination of graduates is generally: management, scientific research and technical consulting companies, retail trade, advertising or related service industries.
1.2 Typical core courses:
Brand marketing, marketing analysis, digital marketing, customer insight, etc.
The main research fields of 1.3 include:
Brand and advertising strategy, marketing analysis, marketing analysis, marketing management, marketing communication, media management, corporate communication and public relations.
2. Marketing professional direction
Master of Science in Marketing
2. 1 professional details:
Most of the projects are located under the business school, paying attention to the organic combination of marketing and management, and choosing a wide range of schools. Generally speaking, the requirements for students' background are not high, and there is no restriction on students' liberal arts background, so they can apply across majors.
The setting of marketing projects is relatively balanced, focusing on qualitative analysis such as market research and user psychological insight, as well as quantitative research such as market analysis, data analysis and digital marketing. The marketing industry of many schools will combine emerging technologies such as big data and AI. Generally, such projects will require students to have statistics, mathematics, programming and other related courses.
Representative institutions: Johns Hopkins University, University of Rochester, University of Denver, University of Alabama.
3. Professional direction of market analysis
Master of Marketing Analysis
3. 1 professional details:
Many schools in the United States have marketing analysis majors, which are more mathematical and quantitative, and some are branches of business analysis majors. Students who choose this major generally have a higher degree of acceptance of courses with higher requirements for programming or mathematics, and have relevant learning foundations. This kind of project has some advantages over ordinary marketing projects in terms of employment, because it requires higher technology, such as quantification, which is not suitable for everyone. Moreover, this kind of project has another advantage: it belongs to STEM, and OPT can be used to find a job or internship for three years (only 12 months for non-STEM majors), so there is more time for internship after graduation, and there are more opportunities for H 1B lottery. If you can't win in the first year, you will fight for character in a few years.
Representative organizations: Fordham University, University of Maryland at Park, Worcester Institute of Technology.
4. Marketing communication direction
Master of Marketing Communication
4. 1 professional details:
This project is mostly located under the School of Journalism and Media, which attaches importance to students' comprehensive ability and activity experience, and tends to unify the means of communication, thus serving the optimization and integration of marketing channels. The most famous is Northwest University, which offers integrated marketing communication. Other schools also have their own specialties, such as marketing communication, applying communication theory to formulate marketing strategies, digital marketing communication, focusing on digital media marketing and integrated marketing. Each school's professional setting also has its own emphasis, and many will focus on the application of data science for user analysis and market analysis. Students with news media, marketing and data analysis background will have an advantage.
The project has outstanding characteristics, strong practicability, obvious interdisciplinary application and wide employment direction.
Representative institutions: Northwest University, University of Southern California and new york University.
5. Market research direction
Master of Market Research
5. 1 professional details:
Market research is also a hot direction of marketing. The research object can be a company or an individual. If a company wants to seize this market opportunity, it must first understand this market. The most important thing in market research is to understand consumers, their needs and their desires. What are their consumption habits and how do they view the world? Through data analysis, or customer feedback analysis, draw scientific conclusions.
Also known as the School of Marketing Economics, it aims to help enterprises make strategic plans through macro-control of the market economy and micro-analysis and integration of consumer behavior, which is suitable for applicants who tend to do macro-market research and strategic analysis. Employment direction generally includes market research companies.
Representative institutions: Michigan State University, University of Georgia.