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M.Sc. and Ph.D. Marketing and Consumer Studies University of Guelph Guelph , Canada

M.Sc. and Ph.D. Marketing and Consumer Studies University of Guelph Guelph , Canada . Agenda. Introductions Program Details M.Sc. and Diploma Real Estate and Housing Option Ph.D. (Management) Application Procedures Questions? http://www.uoguelph.ca/mcs/. Research is Exciting.

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M.Sc. and Ph.D. Marketing and Consumer Studies University of Guelph Guelph , Canada

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  1. M.Sc. and Ph.D.Marketing and Consumer StudiesUniversity of Guelph Guelph, Canada

  2. Agenda • Introductions • Program Details • M.Sc. and Diploma • Real Estate and Housing Option • Ph.D. (Management) • Application Procedures • Questions? • http://www.uoguelph.ca/mcs/

  3. Research is Exciting • “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 Seosocialmedia.net

  4. Examples of Research • 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 violation • Effects of nutritional cues and menu labelling in food choices • Why 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 • Other • Impact of different auction formats: A field experiment • How fear affects evaluation of new and status quo solutions

  5. Counter-Examples • 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 unresolved • Academics can afford to use wrong theory but, in business, .....

  6. M.Sc. Program Details • 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.

  7. M.Sc. Program Details • Emphasize marketable skills in research and analysis • Fall Semester Consumption Behaviour Theory Research Methods in Marketing and Consumer Studies Marketing Theory • Winter Semester Qualitative Research Methods Multivariate Research Methods Elective (Marketing or Consumer Behaviour) • Plus Research Seminar and Thesis • Design, execute and report on your experiment • Work with a supervising committee

  8. M.Sc. With Real Estate Course selection may be altered • “Introduction to Econometric Methods” might replace “Multivariate Research Methods” • Reading course in field of real estate or housing • Thesis related to real estate or housing

  9. Ph.D. (Management) • 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 Theories • Comprehensive Exams • Thesis X ? ? ? Y Z

  10. University and Department • A first class University • Top 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 Department • Caring 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.

  11. Application Procedures • Complete Application Form • available 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 $100 • For more info: http://www.uoguelph.ca/mcs/

  12. Thank you • Questions? • http://www.uoguelph.ca/mcs/

  13. Exciting Research • 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 violation • Effects of nutritional cues and menu labelling in food choices • Why 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 • Other • Impact of different auction formats: A field experiment • How fear affects evaluation of new and status quo solutions

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