MSc – Marketing and Consumer Studies

Become a master marketer

In order for a business to succeed, decision makers must be able to understand the behaviour and trends of consumers. Our MSc in Marketing and Consumer Studies focuses on examining, understanding and influencing consumers and will equip you with the skills and expertise needed to manage large research projects. It will also prepare you to pursue a career in marketing, brand management, product development, market research, and consumer protection policy as well as provide excellent training towards the pursuit of a PhD in marketing, consumer behaviour or a related business discipline.


Program timeline

You'll complete your MSc degree within two years. During the first year, you'll focus on your coursework and collaborate with faculty and fellow peers on research projects. You'll then be given guidance from an advisory committee to complete your research and develop a strong thesis.


MSc Marketing and Consumer Studies typical timeline


Meet our MSc students and alumni

Graduates of this program are well-rounded researchers, focused on solving complex challenges within their chosen field.

Link to YouTube video for MSc Marketing and Consumer studies

MSc Marketing and Consumer Studies video

MSc student Annette Umoru and professor Tanya Mark talk about the program.

Video transcript (pdf)


Link to Youtube video with Tyler Hummel

Alumni profile: Tyler Hummel

MSc alumnus Tyler Hummel reflects on his experience in the program and how it helped advance his career.

Video transcript (pdf)

Meet our faculty

Our faculty are a vibrant, engaged group of researchers, who have conducted industry-changing research within their chosen field. They are supportive and committed to your learning. 

Tim Dewhirst
Timothy Dewhirst
Expertise: Branding
Brent McKenzie
Brent McKenzie
Expertise: Retail service quality and management
Sunghwan Yi
Sunghwan Yi
Expertise: Compulsive consumer behaviour

Full faculty and staff list for the Department of Marketing and Consumer Studies.


Course topics

Students in the MSc in Marketing & Consumer Studies gain exposure to a wide range of course topics that help to develop their research.


Career paths

Graduates of this program often pursue roles in organizations or academia related to marketing and consumer behaviour.


Admission requirements

  • A four-year honours degree program (or equivalent)
  • At least a B average in the final two years of your undergraduate program
  • An academic background in consumer studies, the social sciences or humanities, or business programs such as marketing, finance, or real estate
  • Acceptable GRE (minimum requirement 60th percentile) or GMAT scores (minimum requirement 600) 

Applicants with considerable experience in a business or management role, who meet the minimum grade requirements but are lacking in the required academic areas may be required to complete one or more recommended undergraduate courses in order to comply with program standards.

Application deadline is February 1.


More information

Graduate calendar | Courses | Tuition | Application checklistDepartment of Marketing and Consumer Studies


Contact us

Cori Wells
Graduate Program Assistant
mcsmsc@uoguelph.ca 
519-824-4120 x 52143