China Masters in Advertising and Marketing Schools

At Masters in Marketing and Advertising Schools, advertising and marketing masters programs stack courses in marketing theory and buyer behavior with ones in market research and data analytics. Dynamic course plans show graduates how to parlay business intelligence into managerial decisions about creative design, account care, sales, digital marketing, and more.

Masters in Marketing and Advertising Schools: Overview

Masters in Marketing and Advertising Schools offer business-focused programs that explore the ins and out of market research analysis and performance metrics. There are also schools with advertising and marketing masters programs which highlight the creative methods used to craft multimedia campaigns.

Marketing vs Advertising

It isn’t always an either/or choice when it comes to advertising and marketing. Some schools for advertising and marketing offer dual degrees and integrated marketing communications course plans that meld creativity, analytics and strategy. However, there are some key differences between marketing and advertising to watch for, especially when you review course lists.

  • Schools for Masters in Advertising & Public Relations programs typically explore the intersection between creativity and consumption, as advertising is just one component and tactic of the marketing process. Effective communication and PR to get products, services and ideas out to audiences through well thought out campaigns fall under the scope of advertising
  • Schools for Masters in Marketing programs typically bolster skills in strategy, systematic planning, implementation, and ways to bring buyers and sellers together to exchange or transfer products, ideas or services. Public relations, media planning, product pricing and distribution, sales strategy, customer support, market research and community involvement are all parts of holistic marketing efforts

JUST THE FACTS

24% of marketing managers report they have a masters degree, 11% a first professional degree. i

Why Earn a Masters Degree in Marketing and Advertising on Campus?

Research shows that some of the key skills modern marketing managers include perceptiveness, persuasion, negotiation, active listening and client care. i These people and communication centered abilities might be enhanced through interaction. And that is one of the components of many advertising and marketing masters programs.

Campus-based advertising and marketing masters programs may provide students with lots of hands-on experiences mixed in with lectures and case study analysis. Students might have the opportunity to work in teams and may practice collaboration. For instance, they might work with classmates on multi-platform media plans where they could propose market research strategies, create data visualizations, and analyze performance metrics.

When it comes to class times, many of today’s universities offer their programs in the evenings and/or on weekends to make it convenient for at-work students. Masters degrees in marketing, advertising and public relations may also be available in both part-time and full-time formats. One may seek out a grad school that is walkable from work or look into another preferred location (city, state or country) to potentially tap into that community and school resources.

How Long Are Most Masters in Marketing and Advertising Programs?

Some programs are designed to be completed by a full-time student in 12 to 16 months, while others may take 2 years. Program length is a variable as are credit requirements. These could range from 36 to 48 credit hours.

Masters in Marketing Schools

Schools with Masters in Marketing programs may confer Master of Arts (MA) and Master of Science (MS) degrees. While there may be overlap in terms of course topics, MA in Marketing programs generally require less research methodology and business analytics than their MS counterparts. Apart from courses, students in some programs may need to take part in internships and many schools offer a choice of thesis or non-thesis program tracks.

We provide a brief run-down of some of the programs that may be available through Masters in Marketing and Advertising schools. Make sure to review an individual school syllabus to see if it lines up with your goals.

MSIMC - Master of Science in Integrated Marketing Communications

A Master of Science in Integrated Marketing Communications (MSIMC) typically readies students with leadership, technical business and creative skill sets needed to bring data to life.

Integrated marketing communications focuses on how advertising, sales promotion, public relations, personal selling and packaging decisions fuse to generate a coordinated plan of action. MSIMC students might build a strong base of knowledge in the following core areas.

  • Marketing Finance
  • Strategic Planning
  • Digital and Social Content Development
  • Leadership and Ethics
  • Database Analytics
  • Sustainable Business
  • Global Campaign Development

Some students might want to add an area of emphasis in internet or database marketing and so, may take electives in topics such as e-commerce and data warehousing. Other students might select electives to expand skills in customer analytics, entrepreneurial marketing, brand equity, customer care and beyond.

MS-MKT – Master of Science in Marketing

Students in a Master of Science in Marketing (MS-MKT) program could study both theory and how to apply it to the field of marketing. Some schools with MS Marketing programs offer courses to help students prepare for eligibility to take the Professional Certified Marketer™ exam offered by the American Marketing Association™.

Most MS-MKT degrees offer fairly holistic course plans which may include a series of compulsory courses, a student-selected area of emphasis and research techniques. As such, many students could use the MS to design a personalized course of study based on individual goals and interests.

Apart from business courses (E.g. finance, accounting, statistics) students may be required to take the following types of core topics.

  • Marketing Management
  • Business Research Methods
  • Strategic Marketing Research
  • Consumer Behavior
  • Global Marketing

Students may also be able to focus studies in market research, digital marketing or marketing for a specific industry such as the sports industry.

MS – Marketing Analytics

A Masters in Marketing Analytics could help students develop a deeper grasp of customer needs and preferences. Graduates could take away an ability to develop customer profiles, identify target markets, and segment customers.

As with other MS programs, typical curricula are divided into foundation courses, core courses and electives. In foundational courses, students could learn about managerial statistic

  • Online Advertising
  • Email Marketing
  • Social Media Marketing
  • Online Reputation Management

MSDM students might also learn how to optimize web sites to maximize search-engine rankings, as well as interpret click-through analytics to assess online advertising efforts. Some of the potential course topics for a MSDM degree program follow.

  • Analysis of Consumer Decisions
  • Marketing Management
  • Big Data Marketing
  • Digital Analytics in Business Intelligence

MBA Marketing Schools

A Master of Business Administration (MBA) is a first professional degree in which students could pursue a focus in marketing. An MBA in Marketing degree could ready graduates to understand how marketing decisions play a key role in business strategy, operations, finance and management.

Generally, an MBA curriculum is built around core business and management courses. These are intended to help students hone their operational and managerial skills in tandem with the ability to think critically and problem solve. Courses may include:

  • Global Financial Management
  • Business Research – Decisions
  • Managerial Marketing
  • Strategic Management
  • Economic Analysis

Along with the compulsory courses, students who work towards an MBA In Marketing could be fully immersed in topics such as product, brand and strategic management as well as market research methods and international marketing tactics.

Because an MBA is offered through a university business school, some MBA Marketing schools may be regionally accredited and offer programmatically accredited MBA degrees as well. The Accreditation Council for Business Schools and Programs (ACBSP) is one such accreditor.

Masters in Advertising Schools

Schools with Masters in Advertising and Public Relations programs may house their degrees in the communications or humanities and social sciences departments. These programs may highlight current theories and their practical uses the lines blur between media, marketing, technology, entertainment and advertising campaigns.

Advertising masters programs are usually formatted around core required courses in areas such as professional writing, advertising principles and communication research. To these, some Masters in Advertising schools might offer tracks in creative development and advertising management which could be used as the basis for student-selected electives. See below for sample elective topics.

  • Creating Video Campaigns
  • Advanced Copywriting
  • Strategic Brand Solutions
  • Advanced Art Direction

Students may also choose to work on a competitive advertising portfolio.

Applying to Schools for Masters in Marketing and Advertising

To be considered for admission to Masters in Marketing and Advertising Schools, students should first check a university’s list of requirements and standards, as these may vary. Most universities do require applicants to have a bachelor degree, with a school-set minimum GPA (E.g. 2.75 or 3.0).

In terms of undergraduate major, this may or may not be specified. However, in some programs, applicants may need to have completed prerequisite coursework or have prior work experience related to their chosen program. For instance, some MBA schools for marketing require candidates to have about 3 years of experience and knowledge of microeconomics and statistics.

Some business schools may also want to see GRE/GMAT scores though several have policies that may waive these requirements for experienced professionals. Communications and liberal arts-oriented programs may ask to see a digital or hard copy portfolio with work samples. Letters of reference, a resume, statement of goals, and official transcripts may also need to be furnished with completed form and fee.

Choose a Masters in Marketing and Advertising School

Compare sponsored programs from our Masters in Marketing and Advertising Schools to choose the perfect MA, MS, MSIMC or MBA degree. Refine your search with filters for subject and location then browse results and make your choice. We provide the on-page form so you could contact schools directly – and right away.


[i] onetonline.org/link/summary/11-2021.00

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