Marketing graduate programs may cover advanced topics in marketing management, marketing research and marketing communications through coursework in theory and best business practices. While for entry-level occupations an undergraduate degree may suffice, current trends point to a more favorable outlook in certain sectors for those with a graduate degree, whether in market research, marketing, statistics or business administration.[i] Students may approach a graduate degree in marketing from an interest in analytics, marketing campaign management or understanding how consumers think and buy products. As a fairly comprehensive field, there is more than one type of program or reason to consider taking your education to the next step.
Types of Marketing Graduate Programs
Marketing graduate programs are offered by some universities as business certificates, masters and doctorate degrees. Since students may be currently working in the industry, some marketing programs incorporate practical skills that individuals can take right into their current career. With diverse concentrations, students may also be able to tailor their graduate marketing degree to their own interests through coursework and electives.
FACT: 33% of Market Intelligence Analysts report having a Master’s degree[ii]
Potential Concentration Areas Within Marketing Programs
As a broad field, there are different perspectives that marketing graduate programs can take, which means that being a ‘marketing major’ may entail different courses depending on the emphasis. Some of the common concentration areas could be considered as:
Market research: understanding consumer behavior to develop improved marketing strategies through statistics, analysis and forecasting[iii];
Marketing Management: estimating demand for products and services to develop pricing strategies through collaborative efforts with sales, public relations and product development;[iv]
Integrated Marketing Communications: incorporates both traditional and contemporary marketing practices such as digital marketing, social media and the approach of incorporating consumer needs and niche marketing[v].