Learn. Create. Inspire

Always Evolving—Start in Spring or Fall

Business isn’t something that simply stands still. It is a living, growing piece of today’s society, and we believe it should be taught that way. The Daniels College of Business Master of Science in Marketing has six leading-edge tracks that focus on maintaining relevance and innovating new ways to learn the most groundbreaking concepts in the field.

The Department of Marketing faculty set new standards as marketing leaders and help our students make connections in the industry. These experts take their teaching beyond the classroom and into day-to-day practice as they balance tried-and-true thinking with bold new marketing approaches. Plus, our small class sizes, team projects and commitment to experiential learning give students the opportunity to delve even deeper into each lesson and extract how it can apply to their careers.

Program At A Glance

Program CurriculumA 15–36-month, full- or part-time, 54-credit program. Ethics and values-based leadership are integrated throughout the curriculum.
GMAT/GREGMAT or GRE required.
Program Start DatesSeptember and March.
Tuition$1,199 per credit hour plus program fees. Tuition Calculator»
Financial AidGovernment student loans, private loans and GI benefits available. Some merit- and need-based scholarships awarded by Daniels College of Business.
Application DeadlinesFour rounds of admission deadlines for fall entry and three rounds for spring entry.
Recommended Work ExperienceVaries.


My experience provided many opportunities to engage with marketing professionals through classes and through the student-run DU Marketing Association. I was able to apply what I learned through hands-on marketing planning and strategy courses and under the guidance of professors who really cared about my professional success.- Lulu Chen, MS Marketing, 2010
Regional Manager, TOEFL Junior—Shanghai

Points of Pride:

  • Marketing pioneers who teach from experience. Our faculty has far-reaching experience and influence in the industry as leading marketing researchers and practitioners. In the classroom, they’re experts at bridging theory to application and outside the classroom they’ll help you make industry connections and identify opportunities.
  • Innovative and always relevant: Experiential learning and creative class formats are hallmarks of a Daniels education. We invite high-profile executives to the classroom for candid conversations and internships. Team projects give students field-tested experience.
  • Networking events that advance industry discourse: In addition to small classes and team projects that foster collaboration and networking between students and faculty, the department hosts professional development opportunities and roundtables for marketing professionalssupply chain professionals, students and faculty.
  • Six tracks to a brilliant career: Graduate students can select from five concentrations, in addition to a fully customized concentration, to better position themselves for success in their chosen marketing specialty.

Experience a Daniels Marketing Course for Yourself

The Gurus Come to You

Events and roundtables hosted by the department of marketing bring some of the most talked-about marketing experts in the world to campus each year. Our marquee events—the Digital Marketing Summit and Supply Chain Roundtable—attract marketing managers and executives who share a single purpose: to push their effectiveness to higher levels. Marketing professionals, students, faculty and staff are all encouraged to participate in these dynamic events.

Courses & Electives

chart-msmktg-2014The MS Marketing program is a 54-credit degree that combines the in-depth study of marketing practices and principles with values-based leadership and ethical decision making. Your studies span the theoretical to the real world—from an independent study research project of your choosing to internships that will test your marketing mettle.

You can complete your MS in marketing in as little as 15 months or you have the flexibility to pursue your degree part time.

MS in Marketing Degree Plan»

Course Sequence

Full-time, Fall Start



Part-time, Fall Start


Full-time, Spring Start



Part-time, Spring Start


Course Descriptions

Select from one of six tracks:

  • Integrated Marketing Communications
  • Integrated Marketing Strategy
  • Customer Experience Management
  • Supply Chain Management
  • Digital Marketing
  • Customize Your Own Degree

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Daniels Compass Core | 8 Credit Hours

BUS 4610 The Essence of Enterprise | 4 Credit Hours

Today's business environment is increasing characterized by complex questions without clear black and white answers that span well beyond the historically narrow focus on the enterprise. Managers of tomorrow must be equipped with analytical and conceptual skills that allow them to see connections between social and environmental challenges and opportunities from local to global levels and how they interact and influence enterprise-level value creation and innovation in a responsible manner. This course provides a perspective —i.e., a worldview—that appropriately places the enterprise in the context of an interconnected world where success—organizationally and personally—is determined by how well one applies the necessary functional skills and organizational understanding to opportunities and challenges framed by globalization—both shared and disparate values—and the need for creativity, innovation and entrepreneurial spirit. This course draws on the history of business practice and leadership to provide a foundation for personal self-discovery and professional direction.

BUS 4610 The Essence of Enterprise | 4 Credit Hours»

BUS 4620 Ethics for the 21st-Century Professional | 4 Credit-Hours

A fundamental purpose of this course is to engage students in ongoing reflection and dialogue about their responsibilities as managers and leaders. Of particular emphasis are the ethical, professional, social and legal responsibilities of managers and leaders, especially as it relates to numerous stakeholders and communities. This course focuses on the idea of "community" and the ethical and social relationships of business leaders and business organizations in their communities. A particular focus will be the role of the business manager and executive as a professional with unique and special responsibilities. These roles will be examined by analyzing a variety of issues that students will face during their careers. The goal is to provide students with a generalized understanding and skills that can be employed in dealing with other issues that may emerge in their business careers. Prerequisite: BUS 4610.

BUS 4620 Ethics for the 21st-Century Professional | 4 Credit-Hours»

Marketing Courses | 46 Credit Hours

Depending on your concentration, select from the following courses:

MKTG 4100 Marketing Concepts | 4 Credit Hours

Ever wonder what’s behind those Super Bowl ads we love to watch? Or, how Apple decides the price of its newest electronic wonder?  Did you notice you can almost always find what you are looking for at the grocery store, whether it’s in season or out?  How does that happen? This course will provide students with a lens through which they may view the world as a consumer and as a marketer, relating marketing principles and models to consumer and business actions.  The course will investigate marketing strategy and tactics using contemporary examples from the headlines, active class discussion, and a marketing strategy simulation. 

MKTG 4100 Marketing Concepts | 4 Credit Hours»

MKTG 4510 Concepts of Buyer Behavior | 4 Credit Hours

What makes consumers tick?  This course draws on a variety of sources, including concepts and models from psychology, sociology, anthropology, and economics, to offer helpful frameworks for understanding why consumers buy what they buy.  These concepts are applied to real-world situations to give students practice at making better product, promotion, pricing, and distribution decisions based on consumer insights. FALL T/R 4PM, SPRING M/W 6PM

MKTG 4510 Concepts of Buyer Behavior | 4 Credit Hours»

MKTG 4520 Marketing Metrics | 4 Credit Hours

There’s no escape; even marketing managers need to understand financials. This course is designed to introduce MS Marketing students to the principles of financial decision-making and the use of marketing metrics, including customer lifetime value (CLV). Students will learn how to compute marketing ROI and how to make marketing decisions that enhance the bottom line. PREREQ: MKTG 4100. WINTER M/W 6PM.

MKTG 4520 Marketing Metrics | 4 Credit Hours»

MKTG 4530 Marketing Research | 4 Credit Hours

Understanding consumers requires careful observation and thoughtful questions. Marketing research represents a methodology for getting the answers needed to be successful in business. This course introduces students to a broad array of marketing research tools, including focus groups, ethnographic studies, survey research, and experiments.  Students will learn how and when to apply these tools, as well as how to interpret the results to make sound marketing decisions. Prerequisites:  MKTG 4100, statistics highly recommended, SPRING M/W 2PM.

MKTG 4530 Marketing Research | 4 Credit Hours»

MKTG 4540 Product and Service Innovation | 4 Credit Hours

Developing and introducing new products and services are the lifeblood for companies and a primary responsibility of product management. This course focuses on the timeframe beginning with identifying market opportunities for new products and services through to market launch, with particular attention paid to managing project and processes milestones from inception to introduction. The course addresses how marketing managers can overcome the poor success rates for most introductions and increase odds for achieving higher success rates more frequently. PREREQ:  MKTG 4100 or instructor’s permission, SPRING T/TH 4PM.

MKTG 4540 Product and Service Innovation | 4 Credit Hours»

MKTG 4550 Marketing Planning | 4 Credit Hours

It has been said that “planning without action is futile, and action without planning is fatal.” The objective of this course is to enable students to utilize a rigorous planning process to develop action-oriented marketing programs. This activity involves an integrated application of concepts and theories characterized by the logical use of facts—leading to alternatives—leading to actions. By the end of the course students should be able to develop effective marketing programs, and to understand the strength and limitations of the principal planning tools a marketing manager has at his/her disposal. The skills developed in this class are particularly important because many organizations now use the marketing plan as the basis for developing the business plan. In fact, marketing-developed plans often must precede the subsequent decisions in planning production, finance, and other corporate activities. Each student will apply the planning process, develop an action plan, and identify specific marketing outcomes for an existing or prospective enterprise. The course utilizes current practices, contemporary exemplars, and rigorous communication/presentation platforms. PREREQ:  Within one quarter of graduation or instructor’s permission  

MKTG 4550 Marketing Planning | 4 Credit Hours»

MKTG 4560 Pricing Strategy | 4 Credit Hours

This course will provide an overview of all aspects of Pricing, a key driver of growth and profitability. As one of the 4 “Ps” of Marketing, attention and interest in Pricing is growing. This is not surprising, given that Price is the one “P” that drives the topline, with a direct impact on on revenue growth, customer growth, market share, and profitability. This Pricing survey course will examine established and emerging pricing strategies and principles. In addition, students will learn some basic analytical tools that can be applied to pricing strategy decisions and explore approaches to optimize the impact of pricing strategies and tactics, including segmentation, addressing the competition, and communicating value. PREREQ:  MKTG 4100, SPRING M/W 4.

MKTG 4560 Pricing Strategy | 4 Credit Hours»

MKTG 4220 Introduction to Customer Experience Management | 4 Credit Hours

In their best-selling book, The Experience Economy, Pine and Gilmore set the stage for what today’s organizations are facing—customers that connect with brands on the basis of the experiences they receive: products and service are no longer a sufficient differentiator. This course takes the student beyond the ‘better product, better service’ approach to the cutting edge concepts of customer experience management (CEM). It provides an understanding of CEM, its best practices, and the tools for its implementation and evaluation. The course considers the challenges of creating and delivering customer experiences in a variety of settings—in-store operations, branded products, and web-based operations. One of the special features of this course is the use of live, case studies from a variety of companies. Among the companies recently represented by guest speakers are Charles Schwab, Comcast, Cox Communication, Starbucks, 24HR Fitness, Frontier Airlines, eBags, and others. FALL M/W 2PM, WINTER M/W 2PM.

MKTG 4220 Introduction to Customer Experience Management | 4 Credit Hours»

MKTG 4240 Advanced CEM Integration | 4 Credit Hours

A key component of every successful customer experience management (CEM) program is the ability to integrate CEM, marketing, financial, and information systems information, concepts, and processes into a successful operation for the customer and the company. This course provides the student with the tools to evaluate the success of customer experience management systems through conducting the CEM Audit.  He or she will apply the CEM Audit to evaluate the level of company achievement of CEM goals and objectives.  This course builds on Customer Experience Management, MKTG 4220, as well as other courses in marketing and business.  Synthesis is a higher-level form of learning allowing you to combine knowledge from different areas into the CEM audit. Recognizing how one idea may work in another situation is a skill you will use in your management career and one that we will develop in this course. In this sense, it is a capstone course, integrating the knowledge and experience acquired through other courses and your life and business experiences. Developing skills in assessment of an organization against CEM standards is the primary objective of this course.  PREREQ: MKTG 4220 SPRING M/W 2PM.

MKTG 4240 Advanced CEM Integration | 4 Credit Hours»

MKTG 4360 Global Transportation Systems | 4 Credit Hours

Managing a global supply chain involves applying increased discipline to a process with many parts. The key parts of the supply chain over which a company has the least control are the transportation carriers that connect a company with its customers and suppliers in all parts of the world. Global Transportation Systems covers the various modes of transportation including ocean vessel, barge, railroads, truck and air freight. The course will touch on the operating characteristics, service, infrastructure, sustainability, ownership, finances, prices and each mode’s place in the global supply chain both across borders and domestically in several target countries including the U.S. In addition Global Transportation Systems will provide the student with an understanding of how public policy affects transportation infrastructure investment, security, cost and service around the world. The course provides a solid foundation for other supply chain courses. FALL T/TH 6PM.

MKTG 4360 Global Transportation Systems | 4 Credit Hours»

MKTG 4370 Marketing Channels & Logistics | 4 Credit Hours

Of the four Ps (product, price, promotion, and place), MKTG 4370 explores the “place” in a firm’s marketing efforts to gain sustainable competitive advantage. Marketing channels are the routes to market used to sell every product and service that consumers and business buyers purchase everywhere in the world. Logistics is the other half; delivering the right product at the right time to the right place in the right quantities to keep satisfied loyal customers, a crucial element in making the sale.  In this course, students learn the design of marketing channels to deliver sustainable competitive advantage while building channel power and managing channel conflict. Sound strategic and tactical channels decisions are taught via an on-line computer simulation. Logistics design and execution includes best practices for demand management, order management, customer service, inventory strategy, transportation, and distribution, all of which are taught through lecture, hands-on exercises, and case studies of the world’s best supply chains. WINTER T/R 2PM.

MKTG 4370 Marketing Channels & Logistics | 4 Credit Hours»

MKTG 4375 Strategic Sourcing | 4 Credit Hours

Current businesses face relentless pressure to provide additional value in an ever more competitive world. Globalization of world markets has reconfigured supply networks across the globe, causing increasing complexities and challenges in sourcing.  In this course, the student learns about the strategic sourcing process, from the development of a sourcing strategy to establishing, managing, and optimizing the firm’s supply base. A framework for aligning corporate, business unit and functional department objectives with a sourcing strategy for each commodity purchased by the firm will be presented, along with spend analysis, portfolio analysis, and other best practices (supply base optimization, supplier scorecards, supplier development programs, reverse cost analysis, B2B Auctions, learning curves, value analysis, total cost of ownership, and gain sharing) for improving a firm’s cost and financial performance through improved supply chain performance. WINTER T/R 6PM.

MKTG 4375 Strategic Sourcing | 4 Credit Hours»

MKTG 4380 Global Supply Chain Management | 4 Credit Hours

Today’s economy of globally sourced manufacturing, developing markets, synchronized e-commerce, international trade lanes, and intertwined economies demand supply chains of global reach to bring goods and services from around the world to local stores or even the consumer’s front door.  This course addresses the challenges and illustrates the tools required to build, maintain, and expand global supply chains. The course develops the ability to make sound strategic, tactical, and operational supply chain decisions via an on-line simulation tool, and superior supply chain design and performance is taught through in-depth case studies from the world’s top 25 supply chains. Students will be able to connect improvements in supply chain design and performance to the financial performance of a firm.  PREREQ:  at least two of the following:  MKTG 4360, MKTG 4370, MKTG 4375, or instructor’s permission. SPRING M/W 6PM.

MKTG 4380 Global Supply Chain Management | 4 Credit Hours»

MKTG 4630 International Marketing | 4 Credit Hours

The shrinking planet and constant pressure to maintain a firm’s growth mean that global marketing continues to grow in importance. This course introduces the various economic, social, cultural, political, and legal dimensions of international marketing from conceptual, methodological and application perspectives, and emphasizes how these factors should affect, and can be integrated into, marketing programs and strategies. This course provides students with methods for analyzing world markets and their respective consumers and environments, and to equip students with the skills in developing and implementing marketing strategies and decision making in international contexts. It includes a combination of lectures and discussions, case analyses of real global marketing issues, videos and readings from the business press, country snapshots, and a group research project in which student teams launch a discrete product in a foreign country of their choice. PREREQ: MKTG 4100 FALL M/W 6PM, SUMMER ONLINE.

MKTG 4630 International Marketing | 4 Credit Hours»

MKTG 4660 Sports and Entertainment Marketing | 4 Credit Hours

There are few products for which consumers are more passionate than their sports and entertainment expenditures, so this topic is always an exciting one in marketing. This course provides an in-depth look at the processes and practices of marketing sports, concerts, film and other entertainment. The course emphasizes the practical use of advertising, promotion and public relations in creating athlete or entertainer images, providing a quality fan experience, promoting sponsorships or driving event ticket sales. Participation in a current sports marketing project provides context for graduate students to apply the theories to real situations. PREREQ: MKTG 4100 WINTER M/W 6PM, SPRING T/TH 6PM, SUMMER –first 4 weeks, early evening, T/R.

MKTG 4660 Sports and Entertainment Marketing | 4 Credit Hours»

MKTG 4705 Topics: Current Marketing Perspectives | 4 Credit Hours

Like most disciplines, marketing is evolving constantly. One can learn about marketing and its classic terms and notions by reading a textbook. But to familiarize oneself with the current pressing issues, emerging ideas, and innovative applications, one must consult both industry practitioners and academic gurus.  In this course, students and faculty will meet and interview several top business executives in Denver area as well as visit their facilities. Such interaction with the managers and faculty will help the students understand the interface of theory and application. In addition, by identifying the current issues in marketing and learning how to develop strategies to handle them, students add to their preparation for the job market.  Winter and Spring Interterms; daily 8-5 for 1 week.

MKTG 4705 Current Marketing Perspectives | 4 Credit Hours»

MKTG 4705 Topics: International Consumer Behavior | 4 Credit Hours

The focus of this course is to introduce the complex role that consumer behavior and consumption plays within an international context. Knowledge of customers is one of the cornerstones for developing sound business strategies, and there is a need to better understand the diverse aspects of consumer behavior that marketers must cater to in the global marketplace. As the study of consumer behavior draws upon marketing, psychology, economics, anthropology, and other disciplines, the added complexity of understanding it beyond ones’ home market results in additional challenges and opportunities. Consumer behavior attempts to understand the consumption activities of individuals as opposed to markets, and as this course will demonstrate, consumption activities are not universal.

The course will focus on both consumer behavior theory, as well as the integration of regional, global, and cultural variables that marketers must account for in developing marketing programs in strategies. Topics such as global consumer culture, values and consumption, international consumer attributes, international social and mental processes, will be used to help comprehend and explain the convergence and divergence of consumer behavior in the global marketplace. The goal of this course is to provide a more concrete understanding of how marketers account for similarities and differences in the development and implementation of marketing practices, in the field of advertising, product and service development and usage, retailing, and communications. PREREQ:  MKTG 4510. SUMMER ONLINE

MKTG 4705 International Consumer Behavior | 4 Credit Hours»

MKTG 4705 Topics: Professional Development | 4 Credit Hours

This course has been created as a result of consistent feedback from industry professionals that new graduates are lacking many “soft skills” that are essential for success in the current job market. Almost universally these industry professionals are pleased with and recognize the technical “hard skill” capabilities of our graduates, but they also identify consistent “gaps” in the overall individual, and his / her performance, that makes them much less successful than they would otherwise be. This has been reflected in graduates not receiving job offers that they would otherwise be well qualified for, or in failing at job opportunities that they did have. 

While not the primary focus of the class, we will cover everything from resume preparation and interview skills, to personal appearance and deportment, teamwork, leadership, problem solving, critical thinking and effective communication. In short, this class will focus on teaching the student many of the characteristics required for success that are not normally taught in other academic classes. Its goal is to help the student succeed not only in getting a job, but in life. It will, by design, be available to a limited number of students who are within one quarter of graduation.

MKTG 4705 Topics: Professional Development | 4 Credit Hours»

MKTG 4805 Introduction to Digital Marketing | 4 Credit Hours

Knowing how to use digital marketing tools as part of an integrated marketing strategy is critical in today's marketplace. This course provides the knowledge and skills to plan and implement a digital marketing strategy, create and manage digital marketing campaigns, and select and use the most effective tools and technologies to achieve the business’ objectives. The student will learn how to successfully integrate online tools including search engine optimization, pay per click advertising, email marketing, blogs, viral marketing, social media, and online PR within the overall marketing mix. Through team projects and class assignments, students get applied knowledge in developing an e-marketing plan. In addition, students acquire firsthand experience using twitter, blogs, web site graders, keyword research software tools and online media measurement services. Previous guest speakers have included industry leaders and agencies like Theo Mandel, Ph.D, a highly acclaimed author on web site user experience, design and usability, as well as leading email marketing firm, Emma. FALL, M/W or T/R at 6PM, , WINTER, T/R 6, SPRING T/R 8PM, FALL, WINTER, SPRING, SUMMER ONLINE.

MKTG 4805 Introduction to Digital Marketing | 4 Credit Hours»

MKTG 4825 Mobile Marketing | 4 Credit Hours

Due to the explosion of Smartphones, Mobile Commerce, Social Media and Location-based Services such as Foursquare, mobile marketing is the next frontier! Learning to harness this ever-evolving field is essential for business students. This course will enable students to build creative mobile marketing campaigns that complement digital and traditional marketing strategies. This fast-paced course is a must for people interested in marketing and business. WINTER TU/TH 8PM, WINTER ONLINE.

MKTG 4825 Mobile Marketing | 4 Credit Hours»

MKTG 4835 Search Engine Marketing: Google Analytics & AdWorks | 4 Credit Hours

The digital marketing landscape has hundreds of tools that marketers can utilize to increase revenue, execute on strategies and develop deep brands. This course will review the most essential of those tools; Google Analytics and Google AdWords. Our goal is to enable students to attain individual certification. By partnering with the businesses in our internship program, we ensure that you will be mastering these most sought after tools/skills. This course is fast-paced and has a real world focus! SPRING TU/TH 8PM, SPRING/SUMMER ONLINE.

MKTG 4835 Search Engine Marketing: Google Analytics & AdWorks | 4 Credit Hours»

MKTG 4815 Social Media Marketing | 4 Credit Hours

Social media marketing is an evolving field with consumers driving the changes marketers are seeing. Based on your business model, social media may be more than just distribution and prosumers may be a part of your long-term business strategy. We'll illuminate the increasing importance of social media as it relates to consumer behavior and the purchase cycle. We will also develop a strategic model for a diverse range of businesses (B2B, B2C, Product, Service, Online, Online with Brick and Mortar) that will empower you as a marketer to determine your best strategy. WINTER, SPRING TU/TH 6PM, SPRING, SUMMER ONLINE.

MKTG 4815 Social Media Marketing | 4 Credit Hours»

MKTG 4800 Global Integrated Marketing Communications | 4 Credit Hours

The Global IMC class is for graduates who have taken marketing communications classes and want to gain an understanding of how use this knowledge in the global marketplace. It will help students to understand similarities and differences between markets and how to most effectively approach them.  What are the IMC tools that work best and how do you use them with cultural sensitivity? The class will feature a number of guest speakers and at least one off-site agency visit. The finale to this high-intensity class will have competing teams creating a global campaign.  PREREQ:  MKTG 4100, MKTG 4810. 10 ½ day sessions over winter interterm.

MKTG 4800 Global Integrated Marketing Communications | 4 Credit Hours»

MKTG 4810 Integrated Marketing Communication | 4 Credit Hours

Marketers must successfully communicate to consumers to be successful. Integrated Marketing Communications represents the latest approach to this process. This course focuses on how to integrate marketing messages by using brand management as the foundation of creating effective marketing communications. To get a broad perspective on the topic, students will read and discuss both classic and contemporary books on marketing communications. Looking at more than traditional advertising, the class also discusses how social media, outdoor, mobile, product placement, and event marketing are all changing the marketing communications process. The course work focuses on three cases, including a presentation of a proposed advertising campaign. PREREQ: MKTG 4100. FALL T/R 8 PM.

MKTG 4810 Integrated Marketing Communication | 4 Credit Hours»

MKTG 4820 Brand Management | 4 Credit Hours

Brands are valued assets for businesses. Building and maintaining strong, valuable brands represent core responsibilities of brand managers. Brand management encompasses brand audits, elements, attitudes, beliefs, images and equity that customers associate with a company’s branded offerings. This course focuses on concepts, tools, techniques and strategies for creating, building, measuring, maintaining and managing strong, valuable brands in today’s complex marketing landscape. WINTER M/W 8PM, SPRING Online. May also be offered summer 2015 as local travel course, 2 weeks every morning.

MKTG 4820 Brand Management | 4 Credit Hours»

MKTG 4850 IMC Campaign | 4 Credit Hours

This course builds on all of the courses in the IMC program/concentration as well as other courses offered through the Department of Marketing. In this sense, it is a capstone course, integrating the knowledge and experience acquired through these other courses. Integration is the primary objective of this course—that is, to develop skills in integrating content from other courses into a complete IMC campaign for a brand of the student’s choice. IMC Campaign is a major project course with a single significant outcome, the IMC Campaign. The project is conducted in a team environment with the guidance of the instructor. PREREQ:  MKTG 4810 or instructor permission. SPRING T/R 4PM.

MKTG 4850 IMC Campaign | 4 Credit Hours»

MKTG 4900 Advanced Marketing Strategy | 4 Credit Hours

Making sound strategic marketing decisions in the real world is complex and challenging, even for seasoned executives. Determining sound strategies is critical. Implementing them effectively and profitably is essential. How can managers increase their chances for making better strategic marketing decisions leading to more successful outcomes more often? This course applies concepts, constructs and learning acquired in prior marketing courses to complex strategic decisions. Cases are at the heart of the course, challenging teams and individuals to make specific marketing decisions in the context of larger strategic marketing and company contexts, including accounting for top- and bottom-line impact. PREREQ: Student is required to be within two quarters of graduation. 

MKTG 4900 Advanced Marketing Strategy | 4 Credit Hours

MKTG 4980 Marketing Internship | 4 Credit Hours

We learn by doing.  That’s what a marketing internship at Daniels is all about. Recent studies show that one to three internships on a resume go a long way towards landing that first job in marketing. At Daniels, we network with some of the top marketers in Denver and across the US. Our marketing students have worked at National CineMedia, Integer Advertising, Bank of America, Enterprise, Northwestern Mutual Insurance, eBags, Crispin-Porter + Bogusky, Einstein’s, Johns Manville, Ski Magazine, the Pepsi Center, 15 Million Elephants, Flextronics, Merrill Lynch,  Dish Network, AEG Live, Altitude Sports & Entertainment, and the list goes on.  Not only will you earn school credit, you may very well land a paid internship, and eventually a full-time job. Course requirements include an internship report that covers your experience on the job, a study of the industry, and what you learned from your company. It’s a win-win course where you put into practice the marketing concepts you’ve learned at DU, and discover new marketing tactics from your company co-workers. “Thanks to the University of Denver for fostering this partnership and providing such great students.” (NCM Media Networks) PREREQ: at least 3 marketing courses or instructor’s permission 

MKTG 4980 Marketing Internship | 4 Credit Hours

Concentrations & Dual Degrees

The Department of Marketing offers unique opportunities to pursue two master-level degrees simultaneously or to earn an MBA with a marketing concentration.

For more information about any of these options, please contact a graduate admissions manager.


MS Marketing students can select one of the five concentrations listed below or customize their own.

  • Integrated Marketing Communication: The strategic skills you need to implement consistent messaging across all touch points.
  • Customer Experience Management: The tools you need to understand how customers view business.
  • Integrated Marketing Strategy: Marketing from a big-picture perspective, including study of broad-based research, planning and management.
  • Supply-Chain Management: The strategy and tactics behind providing products on time, every time, with less cost, greater service and a shorter cash-to-cash cycle time.
  • Digital Marketing: Gain the knowledge and skills to plan and implement a digital marketing strategy, create and manage digital marketing campaigns, and select and use the most effective tools and technologies to achieve the business’ objectives.

MBA Marketing Concentration Requirements

You can also create a customized concentration with the guidance and approval of the department chair.

Dual Degrees

MS Marketing + MBA Degree

Combine a master of science in marketing with an MBA or IMBA to expand your studies.

MS Marketing + MBA Degree Plan

MS Marketing + Master's in a Specific Business Discipline

Combine two master's degrees to meet your career interests and aspirations.

MS Marketing + MAcc (Accountancy) Degree Plan
MS Marketing + MS Business Analytics Degree Plan 
MS Marketing + MS Finance Degree Plan
MS Marketing + MS Management Degree Plan

Experiential Learning

Learning at Daniels gets you out of the classroom and into the field interacting with business leaders, solving real business problems and using your business skills when the stakes are real. You'll emerge from Daniels business sharp, field tested and ready to lead—adaptable to new situations and well-versed in both big-picture strategic thinking and cross-functional intricacies.

Gain Real-world Experience

Roll up your sleeves and get hands-on, highly relevant business experience through simulations, practicum projects and international trips.

  • Enterprise Solutions: Corporate partners “hire” a team of four to five students to analyze a business issue and make comprehensive recommendations. Students are often involved in implementing their recommendations. Required of all MBA students.
  • Global Opportunities (GO) Program: Students travel abroad to tackle a real-world project for a partner organization. Many projects focus on sustainable development issues; how to balance profit and growth with social, cultural and environmental implications. Fulfills the Enterprise Solutions requirement.
  • Marsico Investment Center: You'll manage part of the University of Denver’s endowment fund using the same investment technology and tools as professional portfolio managers.
  • Deutsche Bank Microfinance Class: As the exclusive educational partner of Deutsche Bank’s Global Commercial Microfinance Consortium, you will work with Deutsche Bank managers to perform due diligence on microfinance loan requests and visit a microfinance institution in a developing country.

Interact with Business Experts and Leaders

At Daniels, our deep connections with business leaders provides ample opportunities for you to meet and learn from the top professionals in your industry of interest.

  • Walk Down Wall Street: Get inside access to Wall Street executives and entrepreneurs during this week-long trip to investigate career opportunities in finance.
  • Voices of Experience: Dynamic discussions with business leaders on the challenges and opportunities in today’s business world.
  • Executive and Alumni Mentoring: Gain insight from an executive and/or alumni mentor in your field of interest.

Push Beyond Your Comfort Zone

Daniels has unique programs that push you beyond your comfort zones, encouraging development in leadership skills and personal growth.

  • Leading at the Edge (Graduate): As part of the required Essence of Enterprise course, you'll travel to the Rocky Mountains to participate in an intensive three-day exercise in outdoor leadership and team-building called “Leading at the Edge.” The intellectually rigorous experience teaches decision making, problem solving, teamwork and how to address ethical issues in times of stress. The weekend aims to establish trust among cohorts and instill the importance of values in leadership. Students find themselves moving from an individual to a collaborative perspective with regard to their future roles in business and the community.

Compete Against the Best

Case competitions provide you with a chance to showcase your critical-thinking, problem-solving and presentation skills—experiencing firsthand the challenges of the business world.

  • Race & Case: Daniels’ signature event that combines an ethics case competition with a ski race.
  • Inclusive Excellence Business Case Competition: Daniels is proud to host one of the country’s few business case competitions focused on diversity. Students tackle a current issue around inclusive excellence, which is a strategic imperative for a participating company.
  • Cable Apprentice Challenge: This unique combination of education and networking with the best and the brightest in the business is a challenge to develop research and analysis tactics to help Comcast Colorado.
  • Association for Corporate Growth Case Competition: A regional business school case competition. The ACG Cup is a case-study competition designed to give students from leading MBA programs invaluable insights into mergers and acquisitions, investment banking, financial advisory and private equity.
  • Aspen Institute's Business & Society International MBA Case Competition: More than 1,000 students from 25 business schools tackle a new case study, authored by the Yale School of Management, requiring innovative thinking at the intersection of corporate profitability and positive social and environmental impacts. You will step into a real-life, time-sensitive scenario demanding integrative decision making—not unlike the challenges that you and your teammates will face as the next generation of business leadership.

Enhance Your Professional Skills

You'll have access to a wide variety of tools and services to hone your skills and polish your craft.

  • Daniels Community Square: A place to meet, learn and connect with other students and faculty. Services provided include: technology coaching, computers with specialized programs (like Crystal Ball financial modeling software) and a Bloomberg terminal. There are also meeting facilities that can accommodate two to 20.
  • The Writing Center: Open to all DU students, the Writing Center at Penrose Library assists students with all types of writing projects: class assignments, professional writing and multimedia presentations.
  • Team Breakout Rooms: A great home for all of the teamwork required here at Daniels, featuring seating for five, a large screen monitor for group presentation preparation and whiteboards to capture great ideas.

International Travel

At Daniels, we understand that all business is international, so we offer several opportunities for students to acquire international experience.

Global Opportunity (GO) Program

The Global Opportunity (GO) program at Daniels immerses graduate students in a foreign culture while studying in-depth, sustainable development issues. By collaborating on real-world projects for an actual organization, you gain invaluable insight into the community you're helping and the complexity of sustainable development.

International Electives

Every year, Daniels Departments and Schools offer electives that provide in-depth study of international issues and travel for firsthand experience. Discuss the opportunities available with your academic adviser.


At Daniels, our faculty members are passionate about teaching. As scholars who are deeply engaged in the business world, they excel at bridging the gap between theory and real-world application. The result is an academically rigorous and highly relevant learning experience that prepares you for business realities.

Daniels faculty delivers a high level of instruction with a personal touch. Here, you'll find teachers who know your name and care about your goals. They'll become inspiring mentors who challenge your assumptions, encourage your best effort and connect you with business leaders in Denver and beyond.

Learn more about the Marketing faculty»

Contact Us

Admissions Questions

Graduate Admissions Manager
Lindsay Hughes
Direct: +1 303.871.4211
General: +1 303.871.3416

Curriculum Questions

Associate Professor and Chair
Marketing Department
Carol Johnson

Learn more about the Department of Marketing