Master’s in Marketing and Business Marketing Degree Programs

Master’s in Marketing programs may help business and marketing professionals pursue the skills and knowledge they need to enhance their careers in marketing. Whether you are pursuing a career as a marketing manager, public relations specialist, market research analyst, or simply interested in developing your general knowledge in the field of marketing, a masters in marketing degree program may help you learn important theories, concepts, methodologies, and practical applications in business, marketing, and management.

Types of Master’s Degree in Marketing

There are three common types of master’s degree in marketing:

1. M.S. in Marketing
2. Business Administration (MBA) in Marketing
3. M.A in Marketing

Master of Science in Marketing Degree (MS)

MS in Marketing degrees typically help students enhance their skills in a particular niche for their current positions. These degree programs may help students learn advanced knowledge of time-tested and innovative marketing tools, theories, and techniques. Many programs provide students with opportunities to apply marketing theory to common and complex problems.

The core curriculum for a MS in Marketing is typically designed to develop essential marketing competencies in consumer behavior, analytics, research, and strategy. Many programs offer specializations which allow you to customize your degree and tailor to your professional goals.

Master of Business Administration in Marketing (MBA)

The Master of Business Administration in marketing degree, or MBA in marketing degree, typically helps business students pursue or enhance their careers in business, with an emphasis on the area of marketing and internet marketing. In many cases, students complete core coursework in business and pursue a marketing emphasis or concentration through elective coursework. Students might emerge from their programs with the most current and needed knowledge and skill sets in business and marketing.

Marketing MBA programs commonly require one to two years of part time, fulltime, or intensive study. Students might complete their programs by writing and defending a thesis, taking a comprehensive exam, or participating in an internship. Students may also engage with mentors over the course of their programs. In some cases, applicants to MBA marketing programs must have one or more years of experience in business to apply. However, every school is different so be sure to check with your selected program to learn more.

You can find M.B.A. degree programs that emphasize marketing in online or on-campus formats. Carefully consider your goals and needs to choose a perfect program for you.

Master of Arts in Marketing Degrees (MA)

The Master of Arts degree in Marketing helps students interested in marketing communications, with or without academic or professional experience in the field. Usually this degree prepares inexperienced students for a successful career in marketing communications and provides experienced students with the additional theory and application necessary to advance in their careers. Additionally, students may pursue careers in high demand fields or highly specialized fields through elective coursework. You can read more about potential specializations below.

What Might I Study in Marketing Master’s Degree Programs?

MS, MA, and MBA marketing programs typically require students to complete a combination of core and elective coursework.

In MS and MA programs, coursework typically comprises core topics in the field of marketing such as marketing management, business and marketing analytics, digital marketing, marketing theory and models, marketing metrics and assessment, marketing research, consumer behavior and insights, ethics in marketing, and marketing strategy.

In MBA programs, foundational coursework typically emphasizes business and management subjects such as financial accounting, managerial accounting, managerial finance, microeconomics for managers, operations management, business law, business ethics, and marketing management. Students might also find MBA programs that concentrate on internet or digital marketing. These and other subjects may help students gain knowledge in marketing and business management.

The elective coursework in MS and MA programs typically helps students pursue their passions, their interests, and their program-designated concentrations. Some common areas for concentration include marketing communication, marketing strategy, digital marketing, customer experience management, and sports marketing.

Some subjects of general elective courses might include:

• Product development
• Branding strategy
• Pricing strategy
• Global marketing
• Digital marketing
• Entertainment marketing (for celebrities, sports, or events, for example)
• Visual storytelling
• Business intelligence and big data
• Marketing management
• Marketing and public policy or politics
• Organizing and mobilizing communities
• Promotions

These are just some of many areas students might elect to study as they pursue an M.A. or M.S. in marketing.

The elective coursework in marketing M.B.A. programs enables students to study areas of marketing in greater depth. Students might choose from subjects such as:

• Social and nonprofit marketing
• International marketing
• Product management
• Data analysis
• Brand management
• Marketing communications
• Music, sports, or retail marketing
• Marketing analytics
• Visual marketing
• Digital marketing
• Internet marketing
• Multicultural marketing
• Integrated marketing

These are just some of many areas of marketing students might study as they pursue their MBA with an emphasis in marketing.

In MA, MS, or MBA marketing classes, students might do group work, study cases in the field, work on individual and group projects, be mentored by faculty and business leaders, engage with students from PhD or other MBA programs, and participate in other learning activities to develop their knowledge and skills in marketing.

Key Skills Gained in a Marketing Master’s Program

Data analysis and insights

In a marketing master’s program, students may learn how to analyze complex data sets and find actionable insights. Using data to better understand everything from consumer behavior to market dynamics can help inform choices related to market segmentation, targeting, forecasting, product pricing, and more.

Students could also learn how to use software tools and computer-based models to process data in higher volumes more efficiently. These skills could help current and future marketers make informed decisions to optimize their marketing strategies.

Digital marketing and social media

Today, many consumers turn to digital media to learn about new brands and products. To reach them, marketers need to meet them online—and in a marketing master’s program, students could learn the skills and tools necessary to do just that.

In your master’s program, you could discover how to use digital platforms to build a strong social media and digital marketing strategy, as well as how to use analytics to better understand your audience and reach. With these skills, you could be ready to engage consumers and help build brand awareness.

Brand strategy and management

In a marketing master’s program, students may learn about the importance of branding and how to develop and manage effective brand strategies. Brand management is a way of using a brand’s identity and assets to connect with consumers and improve the brand’s value, reputation, and reach. By understanding the elements that contribute to a strong brand, students could be prepared to create and maintain brand experiences that resonate with consumers.

Market research techniques

Market research is a way of learning about consumer behavior as well as economic trends to inform marketing strategies and business decisions. For example, before developing a new product, a company typically performs market research to learn if and where there is demand for such a product, what consumers will pay for the product, how many competitors exist, and more.

Marketing master’s students may learn various research methods used to design a study, gather and analyze data, and draw conclusions that could help drive decisions and guide marketing campaigns.

Communication and persuasion

Skills in communication and persuasion could help marketing professionals reach and inspire audiences more effectively. In a marketing master’s program, you might hone these skills by exploring everything from digital marketing communications to public relations to crisis communications.

In addition, your master’s program may offer many opportunities to practice your writing and speaking skills in your classes, helping you learn to be a more impactful communicator and apply this knowledge in a variety of settings and situations.

Flexible Program Structures for Diverse Student Needs

Full-time, part-time, and accelerated programs

Marketing master’s programs may offer a variety of learning formats to meet diverse student needs. Traditional programs may be perfect if you can commit to your studies full-time, while part-time and flexible options may help students balance their work and study commitments. Hoping to expedite your studies? Accelerated master’s in marketing programs may offer a way for undergraduate students to earn both a bachelor’s and master’s in marketing in less time than it usually takes to earn each degree separately.

Online and hybrid learning formats

To accommodate students with different schedules and preferences, many marketing master’s programs offer online and hybrid learning formats. Online programs typically provide flexibility along with the convenience of learning from home or anywhere with an internet connection. Hybrid programs combine online coursework with in-person sessions and may offer the benefits of both traditional and distance learning experiences.

Global study and networking opportunities

Some marketing master’s programs may include global study opportunities, such as study abroad semesters, exchange programs, or shorter-term international experiences. These experiences could help students gain valuable exposure to diverse markets, potentially expand their network, and develop a global mindset to bring to future opportunities in today’s interconnected business world.

Choosing a Great Marketing Master’s Degree

Aligning program curriculum with career goals

When selecting a marketing master’s program, consider how the curriculum aligns with your career goals. Review the course offerings to see if they match your interests and desired skill set. Finally, see if the program offers concentrations, such as marketing analytics, digital marketing, or global marketing, that could be a good fit for the direction you hope to take your career.

Evaluating faculty expertise and industry connections

The quality of a marketing master’s program is often influenced by its faculty. Choose a program with experienced professors who have relevant industry expertise, as they could provide real-world insights and guidance. Additionally, a program with strong industry connections could offer opportunities that enhance your learning experience—from potential networking and internship opportunities to guest lectures that expand your horizons.

Assessing campus resources and support services

Find out what kinds of support services and resources your marketing master’s program and college or university provides. These resources could include career centers, academic advising, a writing center, alumni networks, and more. Such services may prove useful both during your studies and after you finish earning your degree.

Financing Your Marketing Master’s Degree

Scholarships and grants

Many universities, nonprofits, professional associations, and other organizations may offer scholarships and grants to help students finance their marketing master’s degree. These funding opportunities could be merit-based, need-based, or specific to certain demographics or fields of study.

Assistantships and fellowships

Assistantships typically provide graduate students with financial support in exchange for research, teaching, or administrative duties. Fellowships could also be a way to receive funding for graduate school. These opportunities usually feature a monetary stipend but in many cases do not require the recipient to perform duties such as teaching. Check with your prospective graduate program to learn more.

Student loans and repayment options

Student loans could help you pay for your marketing master’s degree once you have exhausted other options. Graduate students may be eligible for certain federal loan options, such as Direct Unsubsidized Loans and Direct PLUS Loans.

Private loans could be another option. Keep in mind that loans may have varying interest rates and repayment terms. It’s essential to understand the terms and conditions of any loans you take out and explore repayment options, such as income-driven plans, to help minimize your financial burden after graduation.

Career Outcomes and Opportunities for Marketing Master’s Graduates

In-demand marketing roles and job titles

There are many careers you could pursue with a masters in marketing. These positions often require a deep understanding of marketing principles, data analysis, and strategic thinking, making marketing master’s graduates well-suited for these roles. Below are a few popular career options.

• Marketing Manager or Executive
• Advertising & Promotions Manager
• Media Buyer/Planner
• Digital Marketing Manager
• Internet Marketing Manager
• Marketing Analyst
• Public Relations Manager
• Brand Manager
• Product Development Manager

Industry sectors with high demand for marketing professionals

Marketers could work in many industries, but some sectors may have greater demand for these professionals. According to the Bureau of Labor Statistics, the largest employers of marketing managers were in the following fields:

• Professional, scientific, and technical services
• Management of companies and enterprises
• Finance and insurance
• Manufacturing
• Wholesale trade

Expected salary ranges and growth potential

The salary potential for marketing master’s graduates can vary depending on the role, industry, and location. Generally, holding a master’s degree in marketing could lead to higher salaries and career growth compared to professionals with a bachelor’s degree. Following are some typical salaries and job growth projections.

• Marketing Manager
  • Median annual salary, 2023: $131,870¹
  • Projected growth, 2023–33: 8%²
• Market Research Analyst
  • Median annual salary, 2023: $74,680³
  • Projected growth, 2023–33: 8%⁴
• Public Relations Specialists
  • Median annual salary, 2023: $66,750⁵
  • Projected growth, 2023–33: 6%⁶

Is a Masters in Marketing Worth It?

Earning a master’s in marketing could be a great way to learn the skills needed for a career path in this fast-changing, multidisciplinary field. With options ranging from flexible online and part-time learning formats to in-demand concentrations, you could find a master’s in marketing program that fits your life, interests, and professional goals. Start your search today!

GradSchools.com offers 154 Graduate Schools with Masters in Marketing Degree | MS in Marketing Programs

Sources: 1 https://www.bls.gov/ooh/management/advertising-promotions-and-marketing-managers.htm#tab-5 | 2 https://www.bls.gov/ooh/management/advertising-promotions-and-marketing-managers.htm#tab-6 | 3 https://www.bls.gov/ooh/business-and-financial/market-research-analysts.htm#tab-5 | 4 https://www.bls.gov/ooh/business-and-financial/market-research-analysts.htm#tab-6 | 5 https://www.bls.gov/ooh/media-and-communication/public-relations-specialists.htm#tab-5 | 6 https://www.bls.gov/ooh/media-and-communication/public-relations-specialists.htm#tab-6

Based on national data, not school-specific information. Conditions in your area may vary. Accessed 9/16/2023.