Master's Degree in Marketing | Admissions, Courses & Career Paths

A master's degree in marketing equips professionals with advanced skills in market research, consumer behavior, digital marketing, and brand management.

Below, we explain how to get into a marketing graduate program, the courses you will take, and the different careers you can pursue.

If you just graduated with your bachelor's degree or are trying to go back to school to better your career, this page will help you make an informed decision.

What Is a Master's Degree in Marketing?

A master's degree in marketing provides students covers a wide range of topics, including consumer behavior, digital marketing, brand management, market research, and analytics. It aims to equip students with the skills necessary to create, implement, and manage effective marketing campaigns in a variety of industries.

Students in a master's marketing program learn to analyze market trends, understand consumer needs, and develop strategies that drive business growth. The curriculum often includes a mix of theoretical knowledge and practical applications, allowing students to gain hands-on experience through case studies, projects, and internships.

Some programs may also offer specializations in areas such as digital marketing, international marketing, or marketing analytics, enabling students to tailor their education to their specific career goals.

Graduates with a master's degree in marketing are prepared for a variety of roles in the marketing field, including positions as marketing managers, brand managers, digital marketing specialists, and market research analysts.

Master's Degree in Marketing Admissions Requirements

To apply for a master's degree in marketing, prospective students typically need to meet the following requirements:

• Bachelor's degree: a bachelor's degree from an accredited institution, often in marketing, business, communications, or a related field
• GPA requirements: a minimum undergraduate GPA, usually around 3.0 on a 4.0 scale, though some programs may accept lower GPAs with relevant work experience
• Standardized tests: GRE or GMAT scores may be required, although some programs offer waivers for applicants with significant work experience or strong academic backgrounds
• Professional experience: some programs prefer or require applicants to have relevant work experience in marketing or a related field
• Application materials:
  • Resume: detailing professional experience and relevant skills
  • Letters of recommendation: typically from academic or professional references who can attest to your qualifications
  • Statement of purpose: a personal essay explaining your career goals, reasons for pursuing the degree, and how the program aligns with those goals (may be a video submission)
  • Transcripts: official transcripts from all previously attended institutions
  • English proficiency: international students may need to provide TOEFL or IELTS scores to demonstrate English proficiency.

Each program will have its own admission requirements, so be sure to check out what the programs you are interested in need you to submit.

Types of Master's Programs in Marketing

There are several types of marketing master's degrees, which we explain below.

• Master of Science in marketing (MSM): focuses on in-depth marketing theory and practice, preparing students for advanced roles in marketing strategy, research, and analytics
• Master of Business Administration (MBA) with a concentration in marketing: combines general business management education with specialized marketing coursework, ideal for leadership roles
• Master of Marketing (M.Mktg): emphasizes practical marketing skills, with a focus on the application of marketing principles in real-world settings
• Executive master's in marketing: designed for experienced professionals seeking advanced knowledge in marketing, often offered in part-time or hybrid formats
• Online master's in marketing: offers flexibility for working professionals, allowing them to complete coursework remotely

Specializations in Master's Programs in Marketing

Many master's programs in marketing offer specializations that allow students to focus on specific areas of interest:

• Digital marketing: focuses on online marketing strategies, including social media, content marketing, SEO, and email marketing
• Brand management: emphasizes building and managing strong brands, including brand strategy, equity, and consumer loyalty
• Marketing analytics: specializes in the use of data and analytics to drive marketing decisions and measure campaign effectiveness
• International marketing: concentrates on global marketing strategies, including cross-cultural communication, international market entry, and global brand management
• Consumer behavior: explores the psychological and social factors that influence consumer decisions, helping marketers tailor their strategies to target audiences

Master's Degree in Marketing Coursework

Specific course titles will vary among programs, but the common topics that you will study in a marketing master's program include:

• marketing fundamentals
• marketing communications for advertising and social media
• statistics for marketing
• advanced marketing management
• new product development
• consumer insights for marketing decision-making
• pricing strategies
• retailing
• digital marketing strategy
• consumer behavior
• quantitative methods for marketing decision-making
• selling strategy: promotions, persuasion, and public relations
• developing the marketing plan
• brand management
• marketing strategy

Many programs also include a capstone project or an internship that gives you real-world experience before you graduate.

Cost of a Master's Degree in Marketing

The cost of a master's degree in marketing can vary widely depending on the institution, program format, and location. Here's a look at some tuition rates for the whole program:

• Michigan State University: $30,500 (in-state) and $37,500 (out-of-state)
• Rutgers University: $37,440
• University of Florida: $16,000 (in-state) and $37,663 (out-of-state)
• American University: $57,660
• John Hopkins University: $83,750

How To Pay for a Master's Degree in Marketing

Financing a master's degree in marketing can be managed through various financial aid options:

Scholarships

Scholarships are a valuable form of financial aid that do not require repayment. They are often awarded based on merit, academic achievement, or specific criteria related to marketing.

Universities, professional organizations, private companies, and government agencies all award scholarships to marketing students.

Federal Student Loans

Federal student loans, such as the Grad PLUS loan, have lower interest rates and more flexible repayment options compared to private loans. You can access these loan options by completing the Free Application for Federal Student Aid (FAFSA) form online.

Private Student Loans

Private student loans are offered by banks, credit unions, and other financial institutions. Try to use these loans as a last resort since they have higher interest rates.

Employer Tuition Reimbursement

If you already work in marketing, your employer may help pay for your degree. Check out your benefits package and contact HR to see if this is an option for you.

Careers With a Master's Degree in Marketing

You can pursue the following careers with a master's degree in marketing:

• Marketing manager: oversees marketing campaigns and strategies, ensuring that they align with business objectives and target the right audience
• Brand manager: manages the development and implementation of brand strategies to maintain and enhance brand equity
• Digital marketing specialist: focuses on online marketing channels, including social media, SEO, content marketing, and email marketing
• Market research analyst: analyzes market trends and consumer data to inform marketing strategies and product development
• Product manager: oversees the development and marketing of products, ensuring they meet consumer needs and market demand
• Advertising manager: plans and directs advertising campaigns to promote products, services, or brands

How To Choose the Right Master's Program

Keep the following key points in mind when trying to choose the best marketing master's program.

• accredited by the Association to Advance Collegiate Schools of Business (AACSB) or the Accreditation Council for Business Schools and Programs (ACBSP)
• experienced faculty
• flexible learning options
• comprehensive curriculum with specialization options or beneficial electives
• affordable cost

FAQs About a Master's Degree in Marketing

Check out the frequently asked questions about earning a master's degree in marketing below.

Is Getting a Master's Degree in Marketing Worth It?

Yes, earning a master's degree in marketing is worth it for those looking to advance their careers, gain specialized knowledge, and take on leadership roles in the marketing industry.

The Bureau of Labor Statistics projects a 6% growth for advertising, promotions, and marketing managers, meaning 34,000 jobs open up each year.

Can I Earn a Master's Degree in Marketing Online?

Yes, you can. In fact, many marketing master's programs are online instead of in person to give current marketing professionals the ability to earn this degree without having to put their career on pause.

Do I Need Work Experience to Apply for a Master's Degree in Marketing?

To get into competitive programs, having work experience will make you a better candidate. However, it is not required.