Curriculum

The Master of Science in Marketing and Retail Science consists of a 12-month full-time course of study, taught entirely in English, that commences with a Summer term at NYU Stern in New York City followed by Fall, J-term, and Spring terms at NYU Shanghai.

The four-semester curriculum is 36 credits, including a capstone project that culminates the program and connects students with real-world practice. During the capstone, students work in small teams to apply the analytical techniques they’ve learned in class to solve a case situation presented by a corporate client.

In the classroom, leading faculty from both NYU Shanghai and NYU Stern help students to delve into complex material and attain mastery of principal concepts and methodologies. Integrated throughout are topically relevant discussions, exercises, and simulations that serve to further illuminate course content.

The following is a representative sample curriculum for the 2022-2023 Academic Year. In a given year, individual courses could vary.

SUMMER 2022 (13.5 credits): NYU Stern
Business Communications (1.5 credits)

Persuasive communication is a vital component to many aspects of business life. This course introduces the basics of communication strategy and persuasion: audience analysis, communicator credibility, and message construction and delivery. Written and oral presentation assignments derive from cases that focus on communication strategy. Students receive feedback to improve presentation effectiveness. Additional coaching is available for students who want to work on professional written communication.

Statistics & Data Analysis (3 credits)

This course is designed to achieve an understanding of fundamental notions of data presentation and data analysis and to use statistical thinking in the context of business problems. The course deals with modern methods of data exploration (designed to reveal unusual or problematic aspects of databases), the uses and abuses of the basic techniques of inference, and the use of regression as a tool for management and for financial analysis.

Marketing Management (3 credits)

This course examines challenges specific to entering international markets and conducting marketing operations on an international scale. Topics include identifying and evaluating opportunities worldwide, developing and adapting market strategies to specific national market needs and constraints, and devising and coordinating global marketing strategies. Emphasis is placed on strategic issues relating to international operations rather than on technical aspects of exporting and importing.

Dealing with Data & Introduction to Python Programming (3 credits)

This course provides an introduction to programming languages and to the software design methods. The programming language of choice is Python. However, the course will introduce the students to the fundamental programming concepts appearing in various other programming languages, including Java and C, that go well beyond the specifics of Python. Upon completion of this course, the students will be able to acquire practical programming skills in Python and understand the principles of structured software development. They will also understand the principles of designing large software systems and what it takes to plan, analyze, design, implement and support large Information Systems throughout their entire System Development Lifecycle.

Data-Driven Decision-Making (3 credits)

This course will change the way you think about data and its role in business. Businesses, governments, and individuals create massive collections of data as a byproduct of their activity. Increasingly, decision-makers and systems rely on intelligent technology to analyze data systematically to improve decision-making. In many cases, automating analytical and decision-making processes is necessary because of the volume of data and the speed with which new data are generated. We will examine how data analysis technologies can be used to improve decision-making. We will study the fundamental principles and techniques of data mining, and we will examine real-world examples and cases to place data-mining techniques in context, to develop data-analytic thinking, and to illustrate that proper application is as much an art as it is a science. In addition, we will work “hands-on” with data mining software.

Topics covered:

  • Data mining and data mining processes
  • Introduction to predictive modeling
  • Data fitting and over fitting
  • Model testing
  • Cross-validation and learning curves
  • Model performance analytics
  • Unsupervised learning and clustering
  • Bayesian reasoning and text classification
FALL 2022 (10.5 credits): NYU Shanghai
Advertising Strategy (1.5 credits)

This course covers the basic management principles of the advertising business. Students will learn how to develop, analyze, and invest in integrated communications programs. Classes will be a combination of textbook curriculum and real-world examples presented by advertising industry veterans from different disciplines. There will be particular emphasis on the role of advertising in a marketing plan, the promotional mix, strategy and positioning development, creative development, the evolving media landscape, the client agency relationship, and the overall future of the business.

Research for Customer Insights (1.5 credits)

At the heart of every business is the customer. Without a customer, there is no business. This course will help you gain insight into what consumers want, why they buy, and what influences their choices. Understanding differences among consumers helps managers segment their markets and position their products and services effectively. You will be introduced to classic and contemporary data collection techniques such as focus groups, surveys, and experiments. You will learn to analyze qualitative and quantitative data and draw conclusions from your analyses to help guide important strategic and tactical decisions such as market selection, product design, digital and traditional media selection, advertising messages, and pricing.

Brand Strategy (3 credits)

Brand planners/strategists face many challenges, including how to a) create a comprehensive brand architecture that will provide strategic direction, b) Generate motivating brand identities and value propositions for the key brands, c) develop brand-building programs, and d) leverage new technologies. The goal of this course is to provide concepts, models, methods, and role models that will help address these challenges.

Retail Technology and Channel Management: The Chinese Market (3 credits)

The advances in AI, big data and mobile Internet technologies have been making profound impacts on modern retailing and marketing channel management, as evident by the increasing power of tech giants, such as Amazon and Alibaba, in the global retail industry. This course intends to survey key technologies adopted in the new retailing landscape and their strategic implications on marketing decisions and business models, with discussions on topics such as personalized targeting, search and recommendations algorithms and their applications, mobile technologies in retailing and channel management, customer loyalty programs and subscription-based retailing, selling through social media and livestream media, omni-channel management, Internet of things and channel management, managing e-commerce platform and its ecosystem, etc.

Consumer Behavior (1.5 credits)

This course studies the consumer as a decision maker. It examines social and psychological influences on purchasing decisions, emphasizing their implications for marketing strategy. Topics include the consumer as a decision maker; motivation attitudes and their effect on behavior, information processing, consumer risk, and demographic, social, and cultural influences on purchasing behavior. Applications to advertising, product, and segmentation strategies as well as Web-based applications of consumer behavior are highlighted.

J-Term 2023 (3 credits): NYU Shanghai
Pricing (3 credits)

Pricing is one of the most important but least understood marketing decisions. This course is designed to equip participants with the frameworks, techniques, and latest thinking on assessing and formulating pricing strategies. We will learn the process of making pricing decisions and explore innovative approaches for setting prices. The emphasis of the course is on ways in which you can help firms in diverse industries to improve their pricing. The topics of discussion include pricing of durable goods, pricing of consumer package goods, pricing of service, pricing of informational goods, new product pricing, price promotions, behavior-based pricing, price bundling, nonlinear pricing, targeted pricing, pricing through a distribution channel, and international pricing etc. Upon successful completion of this course, you will (a) gain a solid understanding of pricing practices across different industries, (b) learn state-of-the-art frameworks for analyzing pricing issues, and (c) master the essential techniques for making profitable pricing decisions with strategic thinking.

SPRING 2023 (9 credits): NYU Shanghai
Capstone (3 credits)

The Capstone Project is a for-credit experiential learning course that integrates and weaves together concepts learned from the other constituent courses that comprise the curriculum and links them to practical applications. In small groups, students will work together to solve cases presented by companies.

Marketing Analytics (3 credits)

This course aims to help students understand marketing innovations as well as develop and implement marketing innovations in the rapidly changing environment of technology, competition and consumer behavior. The focus is on how new information technology and data science have driven the innovations in marketing strategies, tactics and methodologies; and how they may change the future of marketing. The topics covered in the course include (but not limited to): (1) the theory of innovation and common approaches towards innovations in marketing, (2) marketing innovations and trends in consumer behavior, (3) innovations in marketing strategies and tactics with examples from U.S., China and around the world, (4) innovations in marketing research and analytics, (5) special topics on marketing innovations (e.g., big data and marketing innovations, mobile technology and marketing innovations, AI and marketing innovations, IoT and marketing innovations, smart retailing), etc.

Digital Marketing (3 credits)

This course focuses on enabling students to analyze and develop sophisticated interactive marketing programs. The primary objectives of this course are a) to introduce students to digital advertising and marketing theories and best practices in digital marketing and b) to give students the opportunity to apply this knowledge to building or improving the marketer’s use of digital media. The course is designed to be a mix of strategic and tactical practice.