Unlocking Career Potential with Practical Learning in the Schulich Master of Marketing Program

York University’s Schulich School of Business offers a 12-month Master of Marketing (MMKG) degree program with a curriculum steeped in marketing theory and practical learning experiences. It is a program meticulously crafted to ensure graduates are at the forefront of the fast-paced marketing sector.

In short

The Schulich Master of Marketing Program

The Master of Marketing (MMKG) program at York University’s Schulich School of Business ushers graduates into marketing by teaching them the fundamentals and giving them practical, real-world marketing experience. 

The Schulich School of Business prides itself on the comprehensive nature of its Master of Marketing program. Grant Packard, the Schulich Master of Marketing Program Director, elaborates on the MMKG’s in-depth curriculum.

Packard shares, “I love to talk about the depth of learning in our program. The traditional marketplace thinks of a marketing expert as someone who has taken three or four marketing courses because those were the electives they took when they were in undergrad or an MBA. Our students take 10 marketing courses, plus they do hands-on experiential learning and things like a work placement in the field project.” (10:04)

Furthermore, the Schulich MMKG program boasts a reputation for excellence. According to the 2024 QS World University Rankings, it stands as the number one master of marketing program in Canada. Canada’s welcoming atmosphere, high standard of living, and plentiful job prospects make it an ideal setting for pursuing a master’s degree.

MMKG students find themselves immersed in a dynamic environment that prepares them for the multifaceted world of the marketing industry.

The program caters to individuals fresh from undergraduate studies in any field or those with professional experience but limited marketing education. For example, Kourosh Cyrus Adeli earned a Schulich marketing master’s degree even though his academic background was in molecular biology.

Additionally, after gaining the required work experience, MMKG graduates are eligible for advanced standing in a Schulich MBA program.

Take Deep Diving into Marketing: Practical Learning at the Schulich

Packard explains the practical learning experience baked into the curriculum of the Schulich MMKG. He highlights three key practical experience elements: the professional development hives, the capstone Field Project course, and the workplace placement program.

Professional Development Hives

Starting in the first term, the curriculum includes a distinctive feature known as Professional Development Hives. 

During these hives, students immerse themselves in a transformative environment where recruitment and development experts mentor them in essential skills for professional success. Networking, interviewing, meeting management, and organizational communication are key skills developed throughout the professional development hives. (01:08)

Capstone Field Project Course

After two semesters, marketing master’s students begin the capstone Marketing Field Project. 

Packard explains that this is a course “where students apply what they’ve learned in the first two semesters of the program to help a real-world organization develop and advance their marketing. It’s basically a guided consulting project for small to mid-sized organizations that could really use our student’s help.” (01:42)

The Marketing Field Project is an opportunity to tangibly contribute to a real organization. The course bridges classroom theory with real-world application. It also helps hone students’ consulting skills.

Workplace Placement Program

A third way Schulich Master of Marketing students get practical experience is by doing real marketing work through Schulich’s workplace placement program.

Packard explains, “In the last few years, about half of our students worked part-time in real marketing roles with major organizations in the summer term of the program, which is the last term. We even schedule our coursework around that.” (02:01)

This workplace placement provides course credit and gives students real experience to put on their CVs. For some students, the placement can even lead to post-graduation employment with the same organization.

The Future Marketing Institute: Staying Ahead in the Digital Race

Packard notes the Future Marketing Institute gives the Schulich School of Business an edge in the digital marketing arena. The Institute is a leading global forum for education, research, and dialogue on the latest marketing themes. It fosters a collaborative environment, uniting tech firms, industry leaders, and academic experts.

Packard highlights the active participation of Schulich marketing master’s students in the Future of Marketing Institute. “Students are directly involved with the Future of Marketing Institute. For example, five of them each term serve as editors of an online magazine, an E-zine, that has over 50,000 regular readers and over a million page views annually.” (03:26)

Within the Future of Marketing Magazine, students combine original articles with a summary of the latest academic research and developments in marketing from industry sources. It covers cutting-edge topics like AI, augmented reality, web 3.0, hyper-personalization, GPT and language models, neuromarketing, and influencers.

This practical involvement with the newest trends in the marketing world ensures that Schulich’s MMKG students are at the forefront of marketing innovations.

Are you interested in learning more about the Schulich Master of Marketing program? Reach out to one of Schulich’s master’s ambassadors and ask about their personal experience at the Schulich School of Business.

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