Faculty and graduate students in the Department of Marketing and Consumer Studies share a focus on the multi-disciplinary examination of consumer behaviour and marketplace phenomena. The fields of emphasis are:

• Consumer Behaviour
• Marketing

Central to the department's research and graduate teaching program is to help key stakeholders (businesses and policy makers) make informed decisions, formulate effective strategies and policies, improve economic welfare, and facilitate sustainable development by advancing their understanding of consumer decision making and consumer well-being. The department's graduate program leads to the Master of Science degree in marketing and consumer studies with a strong focus on theory and advanced methodologies.

Administrative Staff

Chair
Tirtha Dhar (205 Macdonald Institute, Ext. 52023)
tdhar@uoguelph.ca
Graduate Program Coordinator
Juan Wang (202D Macdonald Institute, Ext. 58760)
jwang25@uoguelph.ca
Graduate Program Assistant Team
mcsmsc@uoguelph.ca

Graduate Faculty

This list may include Regular Graduate Faculty, Associated Graduate Faculty and/or Graduate Faculty from other universities.

MSc Program

Admission Requirements

Admission information should be requested directly from the graduate program assistant in the Department of Marketing and Consumer Studies. Offers of admission are granted on a competitive basis and, in part, on the ability of graduate faculty to supervise the student's intended research. Potential applicants are urged to visit the department to discuss their research objectives with graduate faculty prior to applying. Visits should be arranged directly with members of graduate faculty. Please visit our departmental website http://www.uoguelph.ca/mcs/ for graduate faculty phone numbers and e-mail addresses.

All applicants should have completed a minimum of one course in statistics as part of their undergraduate program. Applicants are also encouraged to have completed courses in areas such as marketing, consumer behaviour, marketing research, and related subjects.

Students may be admitted to the graduate program despite deficiencies in certain academic areas. Students admitted with deficiencies will likely be required to address academic weaknesses by enrolling in one or more undergraduate courses at the University of Guelph. Undergraduate courses do not count toward fulfillment of Master of Science graduation requirements.

All applicants are required to submit GRE or GMAT scores. The Department of Marketing and Consumer Studies admits students to the graduate program only in September. Program offices should be consulted for admission deadlines.

Learning Outcomes

Upon successful completion of the Master of Science in Marketing and Consumer Studies program, graduates will have the capacity to:

1. Demonstrate an advanced knowledge of the main theories of marketing and consumer behaviour by identifying and analyzing current trends and topics within the field.
2. Identify opportunities to advance theories and methodologies in the area of marketing and consumer behaviour.
3. Demonstrate the ability to analyze and apply various research methods and analysis techniques to respond to a question in the field of marketing and consumer behaviour.
4. Conceptualize, design and implement a research study in the area of marketing and consumer behaviour.
5. Apply ethical standards when conducting and reporting academic and applied research in marketing and consumer behaviour.
6. Communicate research findings to academic and professional audiences in the form of clear, well-organized documents and presentations. 

Program Requirements

The MSc program draws on a variety of disciplines for theory, concepts, and research methods. Students are required to successfully complete five core courses; consumption behaviour theory, marketing theory, and three courses in measurement and analysis. One elective course is selected by the student in conjunction with the Graduate Program Coordinator and/or their advisory committee and is normally chosen to provide theoretical, conceptual, and/or methodological background for the thesis. Each student is also required to attend the department’s graduate seminar for the duration of their program.

A significant number of graduate students in marketing and consumer studies direct their course work and thesis research toward applications related to marketing within private, public, and non-profit sector organizations. This particular focus is especially appropriate for students with undergraduate preparation in business administration, commerce, economics, or marketing who have career interests in research and analysis in marketing management. The program also provides excellent training toward the pursuit of a PhD in marketing or consumer behaviour or a related business discipline.

The program normally consists of at least six courses (3.0 credits), enrolment in the marketing and consumer studies seminar (MCS*6950 Marketing & Consumer Studies Seminar) for each semester of full-time graduate study, and a successfully defended thesis. Additional course credits may be required by the student's advisory committee depending upon the student's background preparation for their intended area of study and thesis research.

Core Courses

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Chosen by the graduate student with the approval of the Graduate Program Coordinator and their Advisory Committee. Any Social Science Graduate level course may be substituted for the Elective.

Graduate Diploma in Market Research

Admission Requirements

Students who wish to enter the Graduate Diploma in Market Research program will apply to the Department’s Graduate Admissions Committee through the normal University application process.

Candidates will be graduates of a four-year honours degree program (or equivalent) who maintained at least a B average in the final two years of their undergraduate program. They will have an academic background in consumer studies, the social sciences or humanities, or professional or business programs such as marketing, finance, or real estate, and they will submit a discussion paper indicating why they are interested in the Market Research field.

The Graduate Program Coordinator will also act as the primary advisor for Diploma students.

Learning Outcomes

1. Demonstrate an advanced knowledge of the main theories of marketing and consumer behaviour by identifying and analyzing current trends and topics within the field.
2. Critically analyze both theories and empirical findings in a broad range of issues concerning consumer behaviour and marketing.
3. Evaluate and interpret research findings and make connections to current issues in market research.
4. Develop an ethical and professional approach when working in a marketing research context.
5. Communicate market research to professional audiences through well-written documents and presentations.

Program Requirements

The Graduate Diploma in Market Research serves the needs of students who want to extend their knowledge of market research beyond the level they obtained while taking their undergraduate degree, but do not want to undertake a thesis-based degree.

Students are required to take courses in the Fall and Winter semesters. Students will complete a minimum of 6 half credits (3.0 full credits) in total, and enrolment in the marketing and consumer studies department seminar (MCS*6950 Marketing & Consumer Studies Seminar) each semester. The program consists of:

Courses

For courses without a semester designation the student should consult the Graduate Program Coordinator.