University of Management and Technology

School of Business and Economics

Department Of Marketing
MASTER OF SCIENCE IN
MARKETING
(MS/MPhil Marketing)
University of Management and Technology
School of Business and Economics
Department Of Marketing
MASTER OF SCIENCE IN
MARKETING
(MS/MPhil Marketing)
University of Management and Technology
School of Business and Economics
Department Of Marketing
MASTER OF SCIENCE IN
MARKETING
(MS/MPhil Marketing)
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MASTER OF SCIENCE IN MARKETING
MISSION STATEMENT
The Master of Science in Marketing seeks to enhance the frontiers of knowledge and research
in the domain of marketing, by bridging the gap between academia and industry. This program
shall inculcate critical thinking and analytical skills in the students, and enable them to add
value to the ongoing processes and existing systems in public and private sectors.
RATIONALE
In this ever changing world of today and especially the ever increasing volatility of Pakistani
markets, it is extremely important for marketing professionals to specify the information
required to identify marketing opportunities, monitor marketing actions, and evaluate and
improve marketing performance.
The motivation behind Master of Science in Marketing is to enable the students to address
aforementioned issues, by sculpting traditional business operations into competitive tools for
today's economy. With a distinguished faculty and future vision to develop industry-academia
collaborations, UMTs underlying aspiration is to develop a leading program in the region. The
program will train both students and professionals of Marketing to satisfy the increasing job
market needs of local and multi-national firms in Pakistan and beyond. Moreover, MS
Marketing seeks to supplement application of marketing concepts in industry through forming
strong theoretical base in the students.
PROGRAM DESCRIPTION AND OBJECTIVES
The two year program, Master of Science in Marketing, is highly challenging, extensively
focused, and designed to transform the students into market leaders who have the capacity to
generate creative and innovative solutions, and apply their acumen in real-world complex
marketing issues.
The program emphasizes analytical and quantitative decision-making skills besides implanting
the knowledge of marketing concepts, thus preparing the students for todays marketplace.
Students will go through rigorous training and will be exposed to latest concepts, tools, and
techniques in marketing research.
The exposure to latest tools and techniques will polish the technical skills and expertise gained
through coursework. The students shall be given exposure to paradigms of Consumer Behavior,
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Brand Management, Services Marketing, Distribution, Integrated Marketing Communications
and Strategic Marketing.
This program shall provide students with acumen of how to increase an organizations bottom
line by implementing compelling marketing campaigns.
CAREER PROSPECTS
MS Marketing offers broad opportunities to both practitioners who seek rewarding and
challenging marketing positions in public, private, profit and non-profit sectors; and scholars
who seek research and teaching careers in education and social sectors.
ADMISSION REQUIREMENTS
Admission to Master of Science in Marketing requires a minimum of sixteen years of
education. This could be a four-year undergraduate degree or a masters degree with a two-
year undergraduate degree. Participants must have studied basic courses of Marketing. Those
applicants without any prior marketing academia are also most welcome. However they will be
required to take extra foundation courses in their first semester. Applicants without knowledge
and background of business studies shall also be required to take foundation courses in the
respective areas.
Contact: Mr. Mobin ul Haque
Chairman Department of Marketing
mobin@umt.edu.pk
mkt.cod@umt.edu.pk
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CURRICULUM STRUCTURE
The degree requirements include 24 credit hours of course work plus a 6 credit hours thesis. A
core of 12 credit hours and an additional 12 credit hours of elective courses complete the
course requirement.
ELECTIVE
Participants may study any two courses of 700 (PhD) level.
Three elective courses must be of Marketing.
Two electives maybe studied from any other MS Program streams (e.g. Supply Chain,
Management, Economics or Finance).
Program Duration: 1.5 years course work + approx 6 months of thesis
Coursework: 24 + 6 credit hours of thesis
Semesters: 4
Total Credit Hours: 30
Courses: 3 Core Courses, 5 Electives, and Thesis.
CORE COURSES
1. Statistical Analysis for Management Research.
2. Strategy and Policy.
3. Research Methodology.
ELECTIVES
1. Marketing strategy
2. Issues in Consumer Behavior
3. Consumer Behavior Models (with PhD Marketing).
4. Brand Management
5. Marketing Models
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6. Attitudes and Persuasion
7. Services Marketing & CRM.
8. Distribution & Logistics.
9. Integrated Marketing Communications.
10. Product Innovation & Development.
11. International Marketing
THESIS
Students will complete a 6-credit hours thesis (including 1-credit hour research seminar). The
focus of thesis could be academic or applied.
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MS MARKETING
ROAD MAP
Note: Students can take two electives from PhD courses or from any MS/MPhil course
offered at SBE
1
st
Semester 2
nd
Semester 3
rd
Semester 4
th
Semester
Statistical Analysis for
Management Research
Research
Methodology
Elective course 4
IM 799
Thesis
Strategy and Policy
Elective course 2 Elective course 5
Elective course 1 Elective course 3
9 credit hours 9 credit hours 6 credit hours 6 credit hours
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RESOURCE PERSONS
Dr. HasanSohaibMurad (Phd, UK)
Dr. Faheem-ul-Islam (Phd, UK)
Dr. Sarwar M. Azhar (Phd, UK)
Dr. Ahmad F Siddiqui (Phd, Pakistan)
Dr. Rukhsana Kalim (Phd, UK)
Dr. A.R. Kausar (Phd, USA)
Dr. Tashfeen M. Azhar (Phd, USA)
Mr. MobinulHaque (MS, Pakistan)
Mr. Rashid Hussain (MS, Netherlands)
Mr. DawoodIlyas Butt (MS, Pakistan)
Mr. Imran Sadiq (MBA USA)