Lang's MSc in Marketing and Consumer Studies program will equip you with the skills and expertise needed to manage large-scale research and analysis projects, and make you an attractive doctoral prospect or competitive industry hire.
This program offers two flexible options designed to align with your career goals and academic interests:
Thesis-Based Program
If you are passionate about research and envision yourself pursuing a PhD or a research-intensive role, the thesis option will give you the opportunity to dive deeply into an area of interest, supported by strong methodological training and faculty mentorship.
Lang's MSc in Marketing and Consumer Studies is a two-year program, culminating in a thesis that focuses on examining, understanding and influencing markets and consumers.
Course-Based Program
Designed for professionals seeking career advancement and recent graduates eager to deepen their expertise, the Major Research Project (MRP) pathway will help you strengthen your ability to make evidence-based decisions, lead with insight, and contribute meaningfully to your organization or community.
In just one year, you will complete a focused applied research project that connects academic knowledge to real-world challenges in Marketing and Consumer Studies.
The MRP option empowers you to expand your skills while staying connected to industry demands.
Whichever path you choose, the MSc in Marketing and Consumer Studies will help you grow into a thoughtful, informed, and forward-thinking professional.
of the world's business schools - AACSB Accredited
Every September
Program start date
MSc Marketing and Consumer Studies program at a glance:
Program length: 12 - 24 months
Program start date: Every September
Program delivery: On-campus
Application deadline: occurs in April
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 or complete an applied research project.
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 (73-76%) 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.
Applicants are required to submit two letters of reference, preferably including at least one academic reference.
An academic background in consumer studies, the social sciences or humanities, marketing, finance, or real estate.
GMAT, GMAT Focus, or GRE score report. The preferred scores for competitive admission are550 (GMAT), 515 (GMAT Focus) or 55th percentile across all sections (GRE).
Applications without GMAT or GRE scores will be considered incomplete and may not be reviewed for admission until a score is provided.
For highly qualified domestic applicants, exemptions from submitting GMAT, GMAT Focus, or GRE score reports may be considered. Eligible candidates are encouraged to contact the Graduate Program Coordinator, Professor Yuanfang Lin (yuanfang@uoguelph.ca), to discuss whether a test score exemption is appropriate in their case.
Proof of English proficiency, if applicable. Test scores must be dated no later than September 2024 to be valid for Fall 2026 admission.
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.
Applications incomplete following the deadline of April 1, 2026 will be automatically closed.
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
The Department of Marketing and Consumer Studies typically provides funding support to most admitted MSc students in the form of departmental scholarships and graduate teaching assistantship positions. Funding levels vary based on students’ academic achievements, qualifications, and overall merit.
Students are encouraged to plan their finances accordingly.
We strongly encourage all students to apply for additional funding opportunities in advance of joining the program. There are a number of additional resources available for students in the form of loans, bursaries and scholarships, including the Milad Ghasemi Ariani Memorial Scholarship.
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.
