IX. Graduate Programs

Marketing and Consumer Studies

MSc Program

The MSc program is offered in two field: 1) consumer behaviour; and 2) marketing and draws on a variety of disciplines for theory, concepts, and research methods. Students are required to successfully complete five departmental core courses; consumption behaviour theory, marketing theory, and three graduate courses in measurement and analysis. One elective course is selected by the student in conjunction with the Graduate Program Coordinator and/or his/her advisory committee and is normally chosen to provide theoretical, conceptual, and/or methodological background for the thesis. Each student is also required to attend the department’s graduate seminar for the duration of his or her program.

A significant number of graduate students in marketing and consumer studies direct their course work and thesis research toward applications related to marketing within private, public, and non-profit sector organizations. This particular focus is especially appropriate for students with undergraduate preparation in business administration, commerce, economics, or marketing who have career interests in research and analysis in marketing management. The program also provides excellent training toward the pursuit of a PhD in marketing or consumer behaviour or a related business discipline.

Admission Requirements

Admission information should be requested directly from the graduate program assistant in the Department of Marketing and Consumer Studies. Offers of admission are granted on a competitive basis and, in part, on the ability of graduate faculty to supervise the student's intended research. Potential applicants are urged to visit the department to discuss their research objectives with graduate faculty prior to applying. Visits should be arranged directly with members of graduate faculty. Please visit our departmental website http://www.uoguelph.ca/mcs for graduate faculty phone numbers and e-mail addresses.

All applicants should have completed a minimum of one course in statistics as part of their undergraduate program. Applicants are also encouraged to have completed courses in areas such as marketing, consumer behaviour, marketing research, and related subjects.

Students may be admitted to the graduate program despite deficiencies in certain academic areas. Students admitted with deficiencies will likely be required to address academic weaknesses by enrolling in one or more undergraduate courses at the University of Guelph. Undergraduate courses do not count toward fulfillment of master of science graduation requirements.

All applicants are required to submit GRE or GMAT scores. The Department of Marketing and Consumer Studies admits students to the graduate program only in September. Program offices should be consulted for admission deadlines.

Degree Requirements

The program normally consists of at least 6 half credit (3.0 full credits) graduate courses, enrolment in the marketing and consumer studies seminar (MCS*6950) for each semester of full-time graduate study, and a successfully defended thesis. Additional course credits may be required by the student's advisory committee depending upon the student's background preparation for his/her intended area of study and thesis research.

Departmental Core Courses

The departmental core is required of all graduate students in the Department of Marketing and Consumer Studies. It contains a minimum of 6 half credits (3.0 full credits) in total, and enrolment in the marketing and consumer studies department seminar (MCS*6950) for each semester of full-time graduate study. The program consists of:

Fall Semester:
MCS*6000 [0.50] Consumption Behaviour Theory I
MCS*6050 [0.50] Research Methods in Marketing and Consumer Studies
MCS*6100 [0.50] Marketing Theory
MCS*6950 [0.00] Marketing & Consumer Studies Seminar
Winter Semester:
MCS*6060 [0.50] Multivariate Research Methods
MCS*6080 [0.50] Qualitative Research Methods
MCS*6950 [0.00] Marketing & Consumer Studies Seminar
* 1 of the following restricted electives


MCS*6010 [0.50] Consumption Behaviour Theory II
MCS*6120 [0.50] Marketing Management

*Chosen by the graduate student with the approval of the Graduate Program Coordinator and his/her advisory committee. Any Social Science Graduate level course may be substituted for the Elective.


MCS*6950 is taken during each semester of full-time graduate study until graduation

University of Guelph
50 Stone Road East
Guelph, Ontario, N1G 2W1