KOGODMS MARKETING

KOGOD

PUBLIC

PRIVATEKOGOD GRADUATES KNOW the interconnectedness of business, government, and nonprofits, and possess a strong global awareness of the impact of business on individuals and cultures around the world.

THE MASTER OF SCIENCE IN MARKETING

American University’s Kogod School of Business Master of Science in Marketing (MSMKTG) program gives a competitive edge to students seeking careers in marketing and related fields. It provides specialized training that prepares graduates to stand out from their peers, contribute value from their very first day on the job, and accelerate their advancement in the industry.

Students enter the MSMKTG program with very diverse educational and professional backgrounds, yet the program’s cohort structure is designed to strengthen all students’ knowledge and skills in several critical aspects of campaign development. Classes are specifically designed to move beyond theory and to engage students with more practical hands-on experiences. The culmination of learning is the Kogod Signature Marketing Experience: the Applied Client Project. Unique to the MSMKTG program, the project enables students to work on all aspects of a real-world marketing campaign in partnership with an award-winning marketing firm. Students take a project from strategic planning through creative implementation, media planning, budgeting, and campaign measurement. Through this process students gain familiarity with the entire process, while having the ability to strengthen their skills in specific areas of interest.

MSMKTG graduates will be ready to hit the ground running in a variety of specialized marketing areas including brand management, nonprofit marketing, advertising, social marketing, direct marketing, marketing research, and more.

YOU MIGHT LIKE TO KNOW » American University’s Kogod School of Business is

accredited by The Association to Advance Collegiate Schools of Business; this represents the highest standard of achievement for a business school worldwide.

30GRADUATE CREDIT HOURS

CORE COURSES » Understanding the Marketplace and the Consumer » Integrated Marketing Communication » Research for Marketing Decisions » Brand Strategy » Applied Segmentation Analysis » Digital Marketing » Nonprofit Marketing » Entertainment Marketing » Applied Client Project

ELECTIVE COURSES » Sports Marketing Management » Marketing for Social Change » Customer Relationship Management

DEGREE REQUIREMENTS

YOU MIGHT LIKE TO KNOW » The MSMKTG program is offered exclusively in a full-

time format and requires students to have completed introductory marketing coursework prior to enrolling.

» American University undergraduates admitted to the combined BS/MS Marketing program may apply up to six approved credit hours towards fulfillment of the requirements for both degrees.

COMPANIES THAT HAVE PARTICIPATED IN THE EXECUTIVE SPEAKER SERIES INCLUDE:

VOLKSWAGEN, HORIZON MEDIA, SMASHBOX COSMETICS, ROCKET FUEL, AND BRAND INTERSECTION GROUP, INC.

The MSMKTG program features three distinct experiential learning components: the Applied Client Project, Executive Speaker Series, and Agency Visits.

The Applied Client Project requires students to plan a real marketing campaign for a real client. Students develop a strategic marketing plan based on primary market research; produce creative materials, messages, and media recommendations; and identify key marketing metrics to evaluate the effectiveness and ROI of the campaign.

EXPERIENTIAL LEARNING

This past year, MSMKTG students developed a marketing campaign for GEICO in partnership with RedPeg Marketing, a full-service marketing and promotions agency specializing in the design and execution of effective brand-building experiences.

“RedPeg has had great success in working with American University grads and interns in the past. We’re excited to work with such a forward-thinking faculty, and proud to help create an initiative that will immerse students in a one-of-a-kind experiential learning environment, giving them the opportunity to work with some of the world’s biggest brands. From developing presentations and crafting brand messaging, to writing proposals and conducting site visits, students will learn valuable skills that will set the stage for a flourishing career.”

- BRAD NIERENBERG, PRESIDENT & CEO REDPEG MARKETING

STUDENTS HAVE RECENTLY VISITED:

REDPEG MARKETING, THE MARTIN AGENCY, MXM, MERKLE, AKQA, ISTRATEGY

LABS, QUAD GRAPHICS, NATIONAL GEOGRAPHIC SOCIETY, AND WEB

DEVELOPMENT GROUP

The Kogod Center for Career Development (KCCD) is committed to helping MSMKTG students meet their career goals. Students benefit from KCCD’s one-on-one coaching, customized industry and networking events, and on-campus recruiting. Additionally, Marketing Day, Consulting Day, and the Kogod Marketing Club give students a valuable edge.

CAREER DEVELOPMENT

SOCIAL MEDIA

MSMKTGCAREERS

CONTENTSTRATEGY

MARKET ANALYSIS

BRANDMANAGEMENT

ADVERTISING

DIRECTMARKETING

CORPORATECOMMUNICATIONS

AGENCY ACCOUNT

MANAGEMENT

INTERNAL AND ORGANIZATIONAL

COMMUNICATIONS

MICHAEL CLAYTON, MSMKTG Faculty Program Director, Professorial LecturerWith a PhD in Mass Communication from the University of Florida, and an MA in Advertising from Michigan State University, Clayton is passionate about teaching and mentoring. His teaching interests include marketing management and integrated marketing communications. He has decade-long work experience in account management and account planning in Detroit with Campbell-Ewald and BBDO. His professional experience in the Motor City included overseeing marketing communications for iconic brands such as Chevrolet, Corvette and Dodge, as well as strategy and research for Michelin.

WENDY BOLAND, Associate ProfessorBoland’s research focuses on consumer decision making, behavioral choice, information processing, and marketing and public policy issues involving children and adolescent consumers. In addition, she serves as the faculty advisor to the Graduate Marketing Club. Prior to receiving her PhD, Boland worked as an auditor for a large public accounting firm.

MICHAEL CARBERRY, Executive-in-ResidenceCarberry has had a long and distinguished career in advertising. He has an MBA from Columbia University and has worked for SSC&B/Lintas. He was a founding partner of Porter, Novelli & Associates, CEO of Shandwick’s Henry J. Kaufman & Associates, and President of CARMA International. In June 2006, he was inducted into the National Capital Hall of Fame of the Public Relations Society of America. His teaching interests include principles of marketing and integrated marketing communications.

SONYA GRIER, Associate ProfessorWith a PhD in Marketing from Northwestern University, Grier has worked in market research, brand management, and marketing consulting, and has gained policy experience at the Federal Trade Commission. Her research examines

targeted marketing, the social impact of commercial marketing, and social marketing. Her current research investigates the relationship between marketing activities and consumer health, with a focus on obesity.

SANAL MAZVANCHERYL, Assistant ProfessorMazvancheryl’s teaching interests include marketing management, brand management, and marketing research. He has several years of work experience in advertising, market research, and brand management at leading global firms. He has a PhD from the University of Michigan, and his research examines the impact of customer satisfaction on a firm’s financial performance.

ANU MITRA, Marketing Department Chair, Associate ProfessorMitra teaches courses in marketing management and marketing research. Before pursuing a PhD at the University of Florida, she worked as Account Executive at SSC&B/Lintas Worldwide. Her research focuses on consumer perceptions of advertising, nutritional labeling, and other mandatory information disclosures, and their public policy implications. She has served as a Visiting Scientist at the U.S. Food and Drug Administration, and on an expert panel that made recommendations to the U.S. Government on front-of-package nutrition rating systems and symbols.

JACK SWASY, Associate ProfessorSwasy teaches courses in principles of marketing and brand strategy. He has a PhD from the University of California, Los Angeles, and his research interests include consumer behavior and information processing with a focus on direct-to-consumer advertising (DTCA) for prescription drugs. For more than a decade he has served as consultant to the Division of Marketing, Advertising and Communications at the U.S. Food and Drug Administration.

DISTINGUISHED FACULTY

Kogod Graduate AdmissionsAmerican University’s Kogod School of Business4400 Massachusetts Avenue, NWRoom 115Washington, DC 20016-8044

Michael Clayton, MSMKTG Faculty Program Director, Professorial LecturerPHONE 202 885 1938E-MAIL clayts@american.eduWEBSITE kogod.american.edu/marketing

E-MAIL kogodgrad@american.edu OFFICE OF ADMISSIONS 202 885 1913DIRECTIONS kogod.american.edu/visit

CONTACT INFORMATION

MAY 1FINAL SCHOLARSHIP CONSIDERATION DEADLINE

FEB 20INTERNATIONAL & SCHOLARSHIP PRIORITY DEADLINE

FALL 2015 DEADLINESMS admissions decisions are made on a rolling basis

FOR INFORMATION REGARDING THE ACCREDITATION AND STATE LICENSING OF AMERICAN UNIVERSITY, PLEASE VISIT WWW.AMERICAN.EDU/ACADEMICS

Submit your online application and view application requirements at kogod.american.edu/apply

All applicants are required to submit a GMAT or GRE score. Individual degree programs may offer test optional admission or waiver of the examination per the requirements detailed on the individual program webpages. Visit kogod.american.edu/admissions for more information.

KOGOD GRADUATE ADMISSIONS

APPLICATIONS FOR THE MSMKTG PROGRAM SHOULD BE SUBMITTED BY JULY 15.

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4400 MASSACHUSETTS AVENUE NW, WASHINGTON, DC 20016 WEBSITE: KOGOD.AMERICAN.EDU TELEPHONE: 202 885 1913