Group of people walking.

MSc Marketing and Consumer Studies

Future You will be a marketing leader.

Lang's MSc in Marketing and Consumer Studies program will equip you with the skills and expertise needed to manage large-scale research projects.

In order for a business to succeed, decision-makers must be able to understand the behaviour and trends of consumers. This program prepares you to pursue a career in marketing, brand management, product development, market research, and consumer protection policy. The program also provides excellent training for the pursuit of a PhD in marketing, consumer behaviour or a related business discipline.

The MSc program draws on a variety of disciplines in marketing theory and research methods. You will complete five core courses, including consumer behaviour and marketing theory, three graduate courses in measurement and analysis, and an elective course exploring theoretical topics in marketing, which will help you develop your thesis.

Gordon S. Lang School of Business and Economics
24 months
Program length
Top 6%
of the world's business schools - AACSB Accredited
Every September
Program start date
commerce students talking to each other in Lang Plaza

MSc Marketing and Consumer Studies program at a glance:

  • Program length: 24 months 
  • Program start date: Every September
  • Program delivery: On-campus 
  • Application deadline: occurs in January

During the first year, you'll focus on your coursework which includes 5 core business courses, 2 research seminars and 1 elective. During this time you will 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. 

Applicants must meet the following requirements to be considered for admission:

  • A four-year honours Bachelor’s degree (or its equivalent) with at least a B average (73-75%) in the final two years of undergraduate study;
    • International applicants should use this guide to compare their academic credentials and determine the grade equivalency needed.
  • 2 references, with an option for a third reference. Our preference is for academic references, but professional ones may be substituted if appropriate;
  • An academic background in consumer studies, the social sciences or humanities, marketing, finance, or real estate.  
  • GMAT or GRE score. The preferred scores are 550 (GMAT), 515 (GMAT Focus) or 55th percentile in all sections (GRE). The GMAT or GRE is a requirement for all applicants. 
    • Applications without GMAT or GRE scores will be considered incomplete and may not be reviewed for admission until a score is provided.  
  • Proof of English proficiency for applicants whose first language is not English. Please note that test scores must be valid for the start of the program.
    • Applicants who completed a post-secondary degree from Canada, the United States, the United Kingdom, Australia, or New Zealand may request that this requirement be waived. This request will be reviewed by the graduate selection committee, who may ask for an interview and/or supplementary documentation in their consideration.

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

Application deadlines for Fall 2025 admission:

  • January 15 -- submission of the online application form
  • February 1 -- submission of all required supporting documents

Graduates of this program pursue careers in a number of unique areas in marketing, advertising and public sector, including; 

  • Marketing research
  • Brand management
  • Marketing management
  • Advertising and communication
  • Quality management
  • Quality control consulting

Students enrolled in the program receive partial funding in support of their studies through scholarships and/or Graduate Teaching Assistant (GTA) positions.

Click here for information regarding tuition of the MSc Marketing and Consumer Studies program.

Click here for more information about graduate student scholarships.

Are you an international student considering applying to Lang's MSc Marketing and Consumer Studies program? The digital international student viewbook provides you with an overview of our programs, admission requirements, and supports available for international students at the University of Guelph and Lang.

View Lang's International Student Viewbook

Please refer to this guide to determine if you meet the equivalent of a four-year Honours degree with an average of 73% or higher.

Meet our students

Students in the MSc Management program are part of a community of leading scholars.

Annette Umoru, MSc Alumna, completed her undergraduate degree in psychology but wanted to go into marketing research. Learn more about her story.

Unlock the Future You

Apply NowContact Admissions


** Corporate Knights