To better understand the newly launched MS Marketing & Retail Science (MSMRS) program, we sat down with the program’s academic director, Professor Xiao Liu  Associate Professor of Marketing at NYU Stern. Professor Liu shares details about the program development, unique and relevant curriculum, and career trajectories for the students in the program.

Can you tell us about the MSRMS program. What makes it unique from other MS Marketing programs?

The distinguishing feature of our program’s curriculum is its integration of foundational marketing skills with advanced courses focused on harnessing the vast amounts of data available to marketing managers. By combining the latest marketing concepts and frameworks with sophisticated consumer data analytics and artificial intelligence (AI) techniques, the program ensures that students are equipped with cutting-edge tools for data-driven decision-making. Furthermore, the curriculum is designed with a keen emphasis on the business landscape in Asia. This unique blend of marketing expertise, AI-enhanced data analysis, and regional business acumen positions our graduates at the forefront of the marketing industry.

Walk us through the design of the program. How did the curriculum come together? Are there any courses in particular that you think are especially relevant?

A team of marketing faculty from both NYU Stern and NYU Shanghai designed the program's curriculum, considering four distinct categories of courses. First, foundational business and methodology courses were prioritized to ensure a solid base in essential skills. These courses include Business Communications, Statistics and Data Analysis, and Python Programming. Second, core marketing courses were identified to provide students with a comprehensive education in marketing principles. These include Marketing Management, Brand Strategy, Advertising Strategy, Digital Marketing, Consumer Behavior, Pricing, among others. Third, the curriculum was enhanced with courses that incorporate the "big data" aspect of contemporary marketing, such as Data-Driven Decision Making and Marketing Analytics. Lastly, we introduced new courses tailored to the retailing sector and the Asian market. One notable course, Retail Technology and Channel Management, focuses on emerging retail technologies, including augmented and virtual reality, live streaming, online-to-offline, mobile innovations, and internet of things. Another pioneering course, Customer Insights with Artificial Intelligence, equips students with the skills to leverage AI for gaining deep customer insights.

The Capstone project is a hallmark of this program. Can you share an example of what the Capstone projects will look like for this program?

Yes, this is an exciting aspect of our curriculum. Student teams will engage in interesting projects with real-world companies. For instance, one project might involve assisting a company such as Hilton or Unilever in entering a new market segment. Students would analyze purchasing data provided by the company and develop a survey to gauge the potential of this new customer base. Another project example includes analyzing data from a company like Alibaba to evaluate their innovative interactive shopping technologies. Our program's advisory board includes representatives from prominent companies such as Alibaba, Apple, Estee Lauder, Microsoft, McKinsey, Nike, and SoftBank, which allows us to secure impactful projects from these and other leading firms.

This program takes place in both Shanghai and New York. How is the dual location incorporated into the curriculum and program experience?

A significant advantage of this duality is that students will gain exposure to two distinct consumer and business cultures. This global perspective is further enriched by company visits and guest speakers, offering firsthand insights into diverse business practices. Additionally, a substantial portion of the course content will focus on Asia, preparing students for careers in this vibrant and rapidly expanding market, where we anticipate many graduates will secure positions upon completion of the program.

What are some marketing trends you're seeing in the US and/or China that students will explore in the program?

Students will explore key marketing trends such as personalization, AI for content generation, big data analytics, influencer marketing, omni-channel marketing, live streaming and video marketing. These trends are essential for understanding and engaging modern consumers in both the US and China.

What are some of the jobs/positions/industries that you think students may pursue after this degree?

Graduates of this program can pursue careers across a diverse range of industries. Target industries include Technology and Internet, Consumer Goods, Financial Services, Consulting, Manufacturing, Art and Design, and Sports. These fields offer numerous opportunities for graduates to apply their skills in data analytics, marketing strategies, and consumer insights, positioning them for roles such as brand managers, marketing analysts, digital marketing specialists, consumer insight managers, and strategic consultants.