MSc in Marketing & Consumer Studies, University of Guelph

The MSc in Marketing and Consumer Studies at the University of Guelph focuses on understanding consumer behavior and applying that insight to marketing strategy. The program is research-based, with an academic focus on psychological and sociological theories of consumption alongside advanced data analytics. The curriculum includes courses in consumer research methods, experimental design, and marketing theory, leading to a thesis defense. Students have access to the Consumer Insights Lab, which features eye-tracking and facial expression analysis technology. The program builds technical skills in statistical modeling and consumer trend analysis. Graduates pursue pathways as market researchers, brand managers, or marketing analysts in the consumer-packaged goods and tech industries. It is also a well-regarded pathway into doctoral programs in marketing.