M.Sc. and Ph.D.

Marketing and Consumer Studies

University of Guelph Guelph, Canada

IntroductionsProgram Details

M.Sc. and Diploma Real Estate and Housing OptionPh.D. (Management)

Application Procedures Questions?http://www.uoguelph.ca/mcs/

Agenda

“I don’t want to sit in a classroom any more!!!” (OK, but you still have lots to learn.)

Thesis focuses on market research New Questions New Techniques

Qualitative and quantitative Debating answers

Did you think of …? Managerial, Social and Methodological Implications

Thesis Defence shows quality of implementation Able to Differentiate Yourself

Research is Exciting

Seosocialmedia.net

Recent students have written about Gambling: Activation of gambling outcome expectancies

The effects of message framing, involvement, and end-state on gambling

Food: Coping with shame and guilt following diet violationEffects of nutritional cues and menu labelling in food choicesWhy is organic food an enigma to consumers?

Brands: Netnographic study of iPhone users Cause-related marketing Private labels& national brands: Case study of Canadian Tire The role of super-users in a virtual brand community

OtherImpact of different auction formats: A field experiment How fear affects evaluation of new and status quo solutions

Examples of Research

Why do all of this research work? Isn’t it just a matter of applying what is already known? No.

Current theories established by earlier research

Recent Examples Textbooks vs. Evidence-Based Advertising (Armstrong, I.J.Adv., 2011) Are Pigeons more Rational (Herbranson, Schroeder J.Compar.Psy., 2010) False Positive Psychology (Simmons et al, Psych. Sci., 2011) Many mistakes in intercultural or international marketing due to not asking the right question

Some questions are unresolvedAcademics can afford to use wrong theory but, in business, .....

Counter-Examples

An advanced Marketing degree Distinct focus, broad application A proven alternative to an M.B.A.

Graduates have 100% success in finding career-related jobs

Employers contact us when they have openings to fill

Students present their research at major national and international conferences Students have published their work in major academic journals

Excellent preparation for a Ph.D.

M.Sc. Program Details

Emphasize marketable skills in research and analysis Fall Semester

Consumption Behaviour TheoryResearch Methods in Marketing and Consumer StudiesMarketing Theory

Winter Semester Qualitative Research MethodsMultivariate Research Methods Elective (Marketing or Consumer Behaviour)

Plus Research Seminar and Thesis Design, execute and report on your experiment Work with a supervising committee

M.Sc. Program Details

Course selection may be altered

“Introduction to Econometric Methods” might replace “Multivariate Research Methods”Reading course in field of real estate or housingThesis related to real estate or housing

M.Sc. With Real Estate

New Program (since 2009) Three streams Marketing and Consumer Behaviour Services Management Organizational Leadership

1 year coursework, e.g. Philosophy of Social Science Research Theory of Management Courses in Research Methods and TheoriesComprehensive Exams Thesis

Ph.D. (Management)

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A first class UniversityTop marks in the Globe and Mail for “overall student satisfaction and quality of education” Canada's top comprehensive research institution

in the annual “Top 50 Research Universities” list Regularly ranked highly by Maclean’s

A first class DepartmentCaring and intimate study environment 10-15 students accepted per year Extensive student/faculty interaction Financial support available

Scholarships, R.A., T.A. Reasonable living costs Small city environment near T.O.

University and Department

Complete Application Formavailable on Graduate Studies website http://www.uoguelph.ca/registrar/graduatestudies/

Official Transcript(s) Two Reference Letters GRE or GMAT scores TOEFL (or equivalent) Statement of Research Interest

Demonstrate your skills Demonstrate your interests and curiosity

Application Fee $100For more info: http://www.uoguelph.ca/mcs/

Application Procedures

Questions? http://www.uoguelph.ca/mcs/

Thank you

Recent students have written about Gambling: Activation of gambling outcome expectancies

The effects of message framing, involvement, and end-state on gambling

Food: Coping with shame and guilt following diet violationEffects of nutritional cues and menu labelling in food choicesWhy is organic food an enigma to consumers?

Brands: Netnographic study of iPhone users Cause-related marketing Private labels& national brands: Case study of Canadian Tire The role of super-users in a virtual brand community

OtherImpact of different auction formats: A field experiment How fear affects evaluation of new and status quo solutions

Exciting Research