选校定专业之美国大学市场营销专业指南

　　市场营销，从字面上来看是以市场消费者作为研究对象，把握客户的需求，让产品具有独特性，从而便于推广并尽可能的吸引更多的客户最终提升销量。那么美国的市场营销都会涉及哪些课程呢?就业方向都有哪些?录取难度大吗?我们以哥伦比亚大学为例进行解析。

　　课程设置：

　　Prerequisites

　　Prior to commencing the program, admitted students are required to have completed a Probability and Statistics course at the undergraduate level. It is also desirable that admitted applicants have taken a course in Marketing Management and a course in Microeconomics.

　　In addition,it is highly recommended that students develop some knowledge and experience working with SQL, a database programming language, and any one of the statistical packages such as SPSS, SAS, Stata, and Matlab prior to joining the MS program.

　　Core Courses

　　All students are required to complete the following sequence of coursework:

　　Mathematical Methods

　　Marketing Models

　　Multivariate Statistics

　　Note that the Mathematical Methods course begins in mid-August prior to the beginning of the fall semester.

　　They are also required to take or exempt from these two MBA courses:

　　Marketing Research and Analytics

　　Strategic Consumer Insights

　　If desired, students can substitute Strategic Consumer Insights (B8601) with either of the two PhD Consumer Behavior courses (Consumer Behavior I - B9609 or Consumer Behavior II - B9617). However, instructor permission is required before joining each course.

　　MBA Electives

　　Students can take a maximum of two MBA courses in marketing. Students choose the elective classes that are most relevant to their interests. The following table contains a list of potential MBA and EMBA courses to choose from:

　　Students could substitute these courses with other MBA electives subject to availability of seats and with approval from the MS committee.

　　Other Electives

　　Students are required to take a minimum of two electives chosen from courses offered by the Ph.D. program or approved courses offered by other schools at Columbia University. Students choose these electives to sharpen their analytical skills and/or build expertise in their area of interest. The following table presents a list of courses offered by the Ph.D. program to choose from:

　　*These courses are offered yearly. All the other courses are offered bi-annually.

　　Other graduate-level classes offered across the School and University may also be applied toward this requirement, subject to availability and approval of the Master of Science in Marketing Science Degree Committee. The following table presents an illustrative sample of courses:

　　Master Thesis

　　All MS in Marketing Science students are required to complete a master thesis (a 1.5 credit course) under the supervision of a faculty adviser. Students will provide regular progress reports on their work. The project will generally be grounded in an industry-related problem and/or a relevant academic research question.

　　从先修课来看，哥大对于学生的数学能力和编程能力比较看重的。学生需要在本科修过概率论，统计课程。如果学生也修过微观经济学或者市场管理课程会是最理想的状态。学校也希望学生入学前学过或者有过运用数据库编程语言SQL的经历，同时也有过统计软件的使用经历，比如Stata, Matlab。

　　课程学习主要有数学模型、营销模式、多元统计。也会上两门MBA课程，如市场调研与分析和洞悉消费者战略。此外，学生也会修2门博士阶段课程，主要是为了增强他们的分析能力以及在感兴趣的领域里提升专业能力。博士课程可选的有消费行为学，贝叶斯定理模型与计算等。

　　录取要求：

　　一般来讲，前面的学校托福都要100+，GMAT最好是680+。我们可以看下哥伦比亚大学的录取数据。根据2017新生数据显示，成功录取的学生平均托福是109，GMAT平均710，其中Verbal80%，Quantitative81%，平均GRE的Verbal是73%，Quantitative90%。可以说要求还是很高的。

　　市场营销就业：

　　市场营销专业就业还是比较广泛的。根据美国劳工部2016-2017职业前景手册数据显示，市场营销专业会涉及的大致工作范围有：

　　·洽谈合同、广告媒体、产品的广告推广

　　·研究和计划广告宣传

　　·媒体宣传手段选择：收音机、电视、出版物、线上、广告牌

　　·洽谈合同

　　·给上市销售的产品做定价战略，让客户的预算与公司需求保持平衡

　　市场营销领域包含了广泛的职业道路，从创意型到分析型都有。慢慢做到后面，会有几种不同的市场经理职位：

　　·广告经理

　　·公关经理

　　·市场经理

　　·产品推广经理

　　·牌经理

　　·场调查研究院

　　根据美国劳工部2016-2017职业前景手册数据显示，到2024年，市场经理、广告经理和产品推广经理职位招聘会上升9%，比平均工作增长速度快一点。所以市场营销专业也是许多学生的选择。