What Is a Master's in Marketing Degree?
Within a Master of Science (M.S.) in Marketing program, students have a chance to gain knowledge of brand strategies and global markets. They may choose to concentrate their program in specific areas through elective courses like service marketing, computational marketing, and brand management.
Students enrolled in a master's program in marketing learn about marketing principles and methodologies, like consumer buying behavior, product development principles, and techniques for targeting specific markets. They also discover how to effectively and accurately collect data about target consumers and create the best marketing strategy to increase revenue. Master of Science in Marketing degree programs aim to prepare students for a demanding career in marketing products and services. Students have a chance to learn essential marketing theories and strategies and have the opportunity to tailor their program to a specific specialization of interest.
The Best Masters Degree Programs in Marketing
| School | Tuition* | Acceptance Rate | Graduation Rate | Financial Aid % | Placement Services | Career Services | Accepts | |
|---|---|---|---|---|---|---|---|---|
| 1 | University of Wisconsin-Madison | $12180 | 54% | 88% | 61% | Yes | Yes | AP Credits |
| 2 | University of Pennsylvania | $40182 | 8% | 96% | 59% | Yes | Yes | AP Credits |
| 3 | CUNY Bernard M Baruch College | $11450 | 43% | 70% | 77% | Yes | Yes | AP Credits |
| 4 | The University of Texas at Dallas | $13874 | 79% | 70% | 78% | Yes | Yes | AP Credits |
| 5 | University of Colorado Denver/Anschutz Medical Campus | $8069 | 67% | 52% | 82% | Yes | Yes | AP Credits |
| 6 | Texas A & M University-College Station | $10173 | 58% | 82% | 76% | Yes | Yes | AP Credits |
| 7 | Fashion Institute of Technology | $12462 | 54% | 80% | 73% | Yes | Yes | AP / NCCRS Credits |
| 8 | Michigan State University | $18858 | 71% | 81% | 70% | Yes | Yes | AP / ACE Credits |
| 9 | Saint Joseph's University | $17334 | 75% | 81% | 98% | Yes | Yes | AP Credits |
| 10 | University of Toledo | $15809 | 96% | 50% | 95% | Yes | Yes | AP / ACE Credits |
| 11 | Thomas Jefferson University | $21978 | 66% | 70% | 99% | Yes | Yes | AP Credits |
| 12 | The University of Alabama | $10780 | 83% | 71% | 79% | Yes | Yes | AP / NCCRS Credits |
| 13 | Stony Brook University | $13558 | 44% | 76% | 79% | Yes | Yes | AP Credits |
| 14 | University of Illinois at Chicago | $16566 | 73% | 61% | 78% | Yes | Yes | AP Credits |
| 15 | Iona College | $21586 | 84% | 64% | 100% | Yes | Yes | AP / NCCRS Credits |
| 16 | North Dakota State University-Main Campus | $7751 | 94% | 60% | 90% | No | Yes | AP / NCCRS Credits |
| 17 | Vanderbilt University | $49124 | 9% | 93% | 68% | Yes | Yes | AP Credits |
| 18 | Temple University | $17846 | 60% | 74% | 90% | Yes | Yes | AP Credits |
| 19 | Rutgers University-Newark | $19967 | 72% | 69% | 87% | Yes | Yes | AP Credits |
| 20 | University of Georgia | $11168 | 45% | 87% | 97% | Yes | Yes | AP Credits |
| 21 | Florida International University | $11106 | 58% | 63% | 90% | Yes | Yes | AP Credits |
| 22 | San Diego State University | $8944 | 34% | 73% | 60% | Yes | Yes | AP / NCCRS Credits |
| 23 | University of Arizona | $13271 | 85% | 65% | 91% | Yes | Yes | AP / ACE Credits |
| 24 | University of Houston | $9372 | 65% | 61% | 87% | Yes | Yes | AP Credits |
| 25 | The University of Texas at Arlington | $10248 | 83% | 51% | 90% | Yes | Yes | AP Credits |
| 26 | Suffolk University | $39477 | 84% | 58% | 95% | Yes | Yes | AP / NCCRS Credits |
| 27 | Florida State University | $11553 | 36% | 83% | 97% | Yes | Yes | AP / ACE Credits |
| 28 | University of Cincinnati-Main Campus | $14468 | 77% | 71% | 75% | Yes | Yes | AP / NCCRS Credits |
| 29 | Southern Methodist University | $47256 | 47% | 81% | 82% | Yes | Yes | AP Credits |
| 30 | University of Minnesota-Twin Cities | $19221 | 57% | 83% | 81% | Yes | Yes | AP / NCCRS Credits |
| 31 | Southern Illinois University-Edwardsville | $9176 | 86% | 51% | 93% | Yes | Yes | AP Credits |
| 32 | Wagner College | $22224 | 71% | 71% | 100% | No | Yes | AP / NCCRS Credits |
| 33 | University of South Florida-Main Campus | $10428 | 48% | 75% | 93% | Yes | Yes | AP Credits |
| 34 | St. Thomas Aquinas College | $18710 | 81% | 58% | 100% | Yes | Yes | AP / NCCRS Credits |
| 35 | Hofstra University | $26134 | 68% | 65% | 97% | No | Yes | AP / ACE / NCCRS Credits |
| 36 | Clemson University | $11796 | 51% | 84% | 92% | Yes | Yes | AP Credits |
| 37 | Pace University | $32400 | 79% | 57% | 97% | Yes | Yes | AP Credits |
To get a more in-depth look at our school ranking methodology, please visit our ranking methodology page.
*Tuition information is based on published tuition and required fees, per data by the National Center for Education Statistics (NCES).
Common Undergraduate Degrees for Marketing
A marketing professional's career path will often start with and lead them to work in business. As such, those who aspire to complete a master's degree in marketing should consider studying business law or business administration. This will familiarize them with the strategic thought implicit in marketing itself and with the corporate environment they will most likely work in.
Marketing involves a deep analysis of trends and shifts in consumer habits to better develop a company's strategy. Therefore, a common undergraduate degree for Marketing is statistics and economics. With such a background, a Marketing major can be at home handling vast amounts of data and harnessing it to suit a company's needs.
With the rise of online shopping and the general public's growing online presence, more and more Marketing professionals start their paths by completing a computer sciences undergraduate degree. This provides them with a better grasp of how best to leverage the digital realm, maximizing site traffic, building consumer-friendly websites that can propel a business forward.
Admissions Requirements for Marketing Master's Programs
The completion of a bachelor's degree in a relevant field is a must for all students interested in enrolling in a marketing master's degree program. The following are some of the most common admission requirements:
- Letter(s) of Recommendation
- Transcript of Records
- Resume
- Interview
To assess a student's grasp of essential concepts, an institution may ask for your GMAT (Graduate Management Admission Test) or GRE (Graduate Record Examination) scores. This can vary quite a bit from school to school, so be sure to check admissions requirements at your target schools.
Why Should I Get a Marketing Master's Degree?
As industry sectors become more and more competitive, effective marketing can help companies stand out and attract more consumers. The field is also growing at a faster pace than the national average (we'll dive into these numbers below). Studying either an MS or MBA in marketing can also help you stand out among other job applicants and prepare you for challenging times as the traditional avenues for marketing shift to online advertising.
Marketing blends the creative with the technical, so if you enjoy that, it may be a path to consider. Marketers are often confident public speakers, love the power of the written word, an advanced aesthetic sensibility, a bit of salesmanship and health analytical skills. If that sounds like you, marketing might be a great fit.
How to Choose a Master's in Marketing Program
Universities offer master's degrees in marketing with a variety of concentrations. A master's degree in marketing is commonly offered as a Master of Science (MS) or a Master of Business Administration (MBA). The former is often more focused on market research, data analysis, and the observation of consumer trends. The latter typically focuses on marketing as it relates to business management, enterprise-costumer relationship, and is often better suited for managerial positions. An MBA may also offer more flexibility, as it can incorporate concentrations such as operations MBA or an international business MBA. Be sure to check with your college or university to see what types of specializations they offer. Other concentrations you might find include:
- Global and Multicultural Marketing
- Advertising and Communications
- Marketing Research
Master's marketing programs often offer accelerated programs, flexible start dates and at least a portion of the curriculum online; all of these factors can play a role in finding the right program for you.
Marketing Master's Degree Courses
In a marketing master's program, students take part in a combination of core subjects and elective courses. Core subjects are mandatory for all students and are usually in foundational subjects such as statistical analysis, market planning, market research, and consumer behavior. To choose their elective courses, students may want to work with a faculty career advisor to find those that best fit their career goals. Most programs will offer either a thesis or a capstone project as the culmination of the graduate program. Be sure to check what options they offer to choose the one that best fits your profile, career goals, and availability.
Marketing Foundational Courses
- Statistical Analysis: A marketing professional's job will often entail gathering conclusions and making keen observations from raw statistical data. Concepts such as probability, distribution, correlation, and confidence intervals are covered in courses with an emphasis on statistics.
- Pricing Strategy: The framework and decision-making that goes into pricing is a complex yet essential one for business. Courses of this nature equip students with a clear understanding of said framework to best develop profitable pricing strategies.
- Marketing Planning and Strategy: A marketing strategy course offers students a look into what the role of marketing officers is within a company and how best to develop a successful marketing plan-of-action. Among the topics covered are branding, segmentation, targeting, and positioning.
- Market Research: As the primary source of information for decision-making, market research is a cornerstone of a company's success. Students will learn to establish effective research guidelines and methods that will best answer the proposed research question.
- Consumer Behavior: Sociology, psychology, and anthropology are the basis for courses focused on understanding consumer behavior. Understanding the motivating factors behind consumers' decision-making informs the company's marketing strategy.
Marketing Specialist & Elective Courses
The following is a sample of elective courses offered to a student while in a graduate program.
- Internet and Interactive Marketing: Marketing in the world wide web carries with it its own unique set of challenges. In this course, students become familiar with website design, digital trends, emerging and existing platforms, and digital positioning among other topics.
- Customer Relationship Management: A company's relationship with their customers strongly determines said company's ability to sell their product or service. This course examines the deployment of databases, key performance indicators, big data, and forecasting within a marketing division.
Licensure & Certification in Marketing
A multitude of certifications is available for those looking to improve their skills in marketing and grow their expertise. These certifications are useful when applying for marketing jobs, as they assure employers that an applicant is proficient in the field. The following are some examples of marketing certification.
- HubSpot Content Marketing Certification
- American Marketing Association Professional Certifications (Professional Certified Marketer, Digital Marketing Certification, Content Marketing Certification)
- Online Marketing Certified Professional (OMCP) Certification
- Hootsuite Social Marketing Certification
- Facebook BluePrint Marketing Certification
- Google Ads Marketing Certification
Post-Graduate Options After Master's in Marketing
Candidates who earn an M.S. in Marketing may pursue doctoral degrees in marketing and related areas, which offers graduates the opportunity to pursue research and teaching positions within colleges and universities. A Ph.D. program may take about five years to complete, which includes original doctoral research, and writing and defending a dissertation under the guidance of a faculty advisor. The work resulting from a doctoral-level research work is expected to be worthy of publication in a peer-reviewed journal.
Marketing Professional Organizations
Professional organizations devoted to marketing and advertising bring together professionals from all over the world. They help set industry standards, practices, host networking opportunities, and provide ongoing education for members. Many will also issue certifications that individuals can use as proof that an industry-recognized organization vouches for their expertise. The following are some of the most prominent professional organizations in the world of marketing.
- American Marketing Association : The AMA offers membership to those working, teaching, or studying within the profession of marketing. As a member, you gain access to a multitude of certification courses and ongoing education opportunities. Additionally, members get special discounts from industry-relevant companies.
- Association of International Product Marketing & Management: The AIPMM is a global non-profit organization founded in 1988 that promotes strategic partnerships between its members, maintains quality standards, and offers training programs. Apart from offering certifications in a variety of subjects, they regularly host conferences and seminars.
What Can I Do with a Marketing Master's Degree?
Upon completing a master's degree in marketing, an individual has a lot of options for employment in marketing positions. The following are some examples.
- Market Research Analyst: Market research analysts work with companies to examine the behavior of a product or service's sales and potential for growth.
- Public Relations Specialist: Work in this field involves managing an institution's public perception, seeking to improve the image they project to consumers and business partners.
- Survey Researcher: A survey researcher compiles and analyzes data obtained through surveys. They then use this information to create client profiles, observe trends, and gauge public opinion.
- Online Marketing Manager : An online marketing manager helps a company develop a marketing strategy for the web, leveraging the data interactions online yield to make informed decisions.
Job Outlook for a Master's in Marketing
Marketing is an essential element in a business' strategy and is highly valued across many industries. As markets across all industries become more and more competitive, effective marketing can help set companies apart and maximize their profits. The US Bureau of Labor Statistics projects that employment opportunities for marketing managers will grow at an annual rate of 7% from 2019 to 2029. This growth outpaces the general employment rate for all occupations, which is estimated to grow 4%. The states with the highest levels of employment for marketing managers are California, Illinois, New York, Massachusetts, and Texas.
How to Become a Marketing Manager
A marketing manager, usually begins their career by getting a bachelor's degree in market research, data, and statistics, computer sciences, or business administration. Most employers expect only a bachelor's degree for entry-level positions in marketing. Some of the most common jobs a marketing major will carry out initially are sales associates, purchasing agents, or PR managers.
For management positions, a master's degree is often preferred, as it further equips the student with more specialized tools for market research. Many companies are interested in candidates that have completed an MBA in Marketing, as it's designed to prepare them to view marketing through the lens of running a business. An MBA typically also help individuals become better leaders. Additionally, obtaining certifications from industry-recognized organizations can help boost a candidate's profile.
The BLS estimates that the median annual income for marketing managers is $135,900 per year. Salary will vary depending on the industry, with finance and insurance companies paying marketing analysts the most.
How to Become a Survey Researcher
To begin a career as a survey researcher, individuals usually get a bachelor's degree in marketing, statistics, social sciences, or mathematics. There, they lay the foundation for their work, designing and implementing surveys to gather opinions and observe sociological patterns.
A master's degree in marketing, statistics or social sciences is usually required to get a job as a survey researcher, though some entry-level positions only require a bachelor's degree. Certification can also provide a big boost, as it helps polling agencies attest to the quality of the surveys produced.
The US Bureau of Labor Statistics estimates that a survey researcher's median annual salary lies between the range of $59,170 per year. The states with the highest levels of employment for survey researchers are Illinois, California, Massachusetts, Maryland, and New York.
Master's in Marketing Financial Aid and Scholarships
For those interested in finding out what kind of financial aid may apply to them, the Free Application for Federal Student Aid (FAFSA) is the best place to start. There, you can complete the application, answer a series of questions, and discover federal and state financial aid programs for you.
Others may consider scholarships as a viable option to help finance their marketing master's degree. Listed below are some scholarships for graduate programs in marketing and related field. Please note that none of these are bound to a specific college or university. Check with your university to find scholarships and grants specifically for your school. Here are a couple of examples of what you might find:
- LAGRANT Foundation Scholarship : The LAGRANT Foundation scholarship is open to African American, Asian American, Hispanic/Latino, or Native American applicants who are U.S. citizens, permanent residents, or DACA recipients. The Scholarship is open to those seeking a graduate degree in advertising, marketing, public relations, or a related field of study.
- Civil Society Leadership Award : The grant is open to individuals from a multitude of countries interested in the betterment of their communities. The scholarship can be used for a variety of graduate programs, including marketing.
