Master’s Program Prepares Haslam Students to Tackle Real-World Marketing Challenges

Companies face assorted and evolving challenges when working to stand out in today’s complex marketing landscape. The Master of Science in Marketing program at the University of Tennessee, Knoxville’s Haslam College of Business is preparing the next generation of marketing professionals to meet those challenges head on.

The program welcomed a 28-student cohort this fall after graduating the first cohort in May. Program director Mark Collins says feedback gleaned from that inaugural group is helping to sharpen the focus of the Haslam Master of Science in Marketing.

“The first cohort was amazing,” Collins says. “Their energy and commitment were palpable.”

Readying Students to Master the Marketplace

The 32-credit, in-person program begins with a career planning and professional development course and culminates 10 months later in a capstone consulting project in which students work to solve a real client’s marketing concerns. The rigorous curriculum is designed to prepare students for the job market from day one.

Led by expert marketing faculty, the program features partnerships between the department and actual firms, providing Haslam students with the hands-on experience that will put them at an advantage in the job market.

“The marketing faculty work almost every day with corporate partners, using advanced modern marketing strategies and tactics, and leveraging data, marketing technology and artificial intelligence to master the marketplace,” Collins says.

That expertise and collaborative spirit, coupled with a modern approach to marketing, sets Haslam’s MS in Marketing apart from similar graduate programs at other institutions. The curriculum includes forward-looking courses found nowhere else, including marketing technology and data visualization and storytelling.

“Our students learn how to do actual marketing that immediately makes a difference for their company,” Collins says. “They understand the underlying conceptual models, but they also know how to take on marketing tasks while still thinking strategically.”

Throughout the program, Haslam marketing graduate students develop the advanced qualitative research skills needed to capture detailed consumer insights. They learn to collect, analyze and visualize data to tell a compelling strategic story. With those skills in place, students plan, create and execute a complete digital marketing campaign and build in metrics to gauge its effectiveness.

With this well-rounded set of skills, Haslam students graduate from the program ready to hit the ground running. Firms don’t need to rely on outside experts or consultants for effective marketing solutions, Collins says. Instead, “you just hire a Haslam marketing grad.”

The Haslam MS in Marketing program is now accepting applications for the 2024 cohort. Visit the program’s website to learn more.

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Haslam College of Business - Master’s Program Prepares Haslam Students to Tackle Real-World Marketing Challenges