A master's degree in marketing can catalyze your career advancement, taking you from an operational role into a leadership post. Choosing the best school for your degree is critical to making your education work for you.
In terms of a master's degree, a good school holds institutional accreditation, has programmatic accreditation for business, receives national or local recognition, and provides education at a price you can afford.
Once you've chosen your program, you may need to pick a focus, such as digital marketing, brand strategy, or marketing analytics. Your focus will influence the transferable skills you learn in school. Theory, analytics, and consumer psychology courses will likely have longer-lasting value than how-to courses in digital media or advertising.
No matter your curriculum track, a master's in marketing can position you for a high-paying career as an advertising executive, nonprofit fundraiser, market research analyst, or chief marketing officer.
Popular Online Programs
Learn about start dates, transferring credits, availability of financial aid, and more by contacting the universities below.
Best Colleges With Master's in Marketing Programs
These rankings include sponsored results from our partners. We use publicly available provisional datasets from Integrated Postsecondary Education Data System (IPEDS) to inform the data for these schools. All data is current as of the date this article was published. Program-specific information may vary.
Why Get a Marketing Master's Degree?
Earning a master's in marketing can make graduates competitive in the job market. The Bureau of Labor Statistics (BLS) projects jobs for marketing managers to grow 6% from 2022-2032. Professionals with a master's also typically earn more than those with only a bachelor's.
Students who pursue a master's in marketing degree online benefit from flexibility. Many online programs run asynchronously. This format lets students earn a degree while continuing their careers or raising a family. An online format also lets degree-seekers attend top programs without relocating.
Popular Master's in Marketing Courses
Top master's in marketing degrees emphasize brand building, social media, and target audiences. Students complete core classes and choose a concentration. Options may include digital marketing and marketing research and analytics. New media and communication is another concentration.
See below for common classes in a marketing degree's core curriculum. Class names, topics, and academic expectations vary by school. Some of these differences affect learners' career paths. Students should research their prospective program in depth before applying. A school's admissions department can provide more information.
Brand Management: Students explore the art and science of building, developing, and maintaining successful brands with an emphasis on marketing strategy and decision-making. The course discusses techniques for conducting brand audits and enhancing brand equity, sustainability, and management strategies.
Effective Social Media: This course presents engagement, content creation, and analytics strategies to maximize a company's competitive advantage across social media platforms. Students learn to differentiate between a poorly or underdeveloped social media strategy and an effective strategy.
Consumer Behavior: Students delve into the psychological and sociological aspects driving consumer decisions. This course covers the theories behind which factors influence purchasing behaviors, along with best practices for forecasting and analyzing consumer demand.
Media Technologies and Communication Strategies: This course covers the role of new and traditional media in contemporary society. Students discover how to communicate effectively in modern media technology's complex and interconnected world.
Ethical and Legal Issues in Marketing: Students learn to recognize potential ethical or legal problems in marketing, navigate complex regulatory landscapes, and foster ethical decision-making. This course emphasizes developing strategies for responsible marketing that align with legal standards and consumer expectations.
How Much Does a Master's in Marketing Cost?
According to the National Center for Education Statistics (NCES), the average annual tuition for a master's degree in business, management, or marketing is $16,120. Students may reduce that price through scholarships, fellowships, or employer reimbursements.
Online learning can cost less than the national average, and students who attend accelerated programs may also be able to cut their total costs, simply by attending school for a shorter period of time.
Although most master's programs accept only a few transfer credits, these could also help shrink the total cost of your education.
How Much Do Marketing Graduates Make?
Many factors impact salary, including workers' roles and geographic locations. As of May 2022, advertising and promotions managers in Texas, California, and New York earn average annual salaries of $108,070-$194,240.
Higher education helps salary potential in many ways. For example, coursework and internships can improve graduates' resumes. This advantage may qualify them for raises or high-paying positions. Other benefits include mastering the latest industry best practices. This knowledge may make applicants more attractive to employers.
What Can You Do With a Master's in Marketing?
Graduates with a degree in marketing can explore many jobs. University career centers help learners by providing interest inventories, resume guides, and job boards. Advisors also offer advice during one-on-one sessions.
See below for possible careers for master's degree-holders. Note that job responsibilities and titles vary by employer.
Advertising, Promotions, and Marketing Managers
These high-level leaders work with other staff to develop and implement programs that generate consumer interest in a company's products or services. Modern marketing managers often emphasize digital communication and advertising.
Art Directors
Art directors take responsibility for the layout, design, and images in publications, packaging, websites, or TV. They may work for production firms, publishers, or marketing departments or firms. Many art directors are also experienced artists or designers.
Communications Manager
Communications managers manage their organization's public face and voice. They may work in business, manufacturing, healthcare, education, nonprofit, government, or another sector. These professionals often give interviews and speeches, attend public meetings, and host events. Publicists also publish press releases and engage with the media.
Public Relations | Publicist
Public relations managers are like communications managers, but for a person instead of a corporate entity. Publicists enhance their employers' public image. Said enhancement might sometimes place an emphasis on creating materials and coordinating campaigns.
Fundraising Managers
Similar to public relations managers, this role is about campaigning to generate funds. Fundraising managers often work for nonprofits. People in this role may need grant-writing skills, as well as proficiencies in networking and general marketing. This role may require certification.
Market Research Analysts
Market research analysts use data to identify consumer preferences, economic conditions, and other factors that affect consumer behavior. These professionals may forecast sales conditions, analyze data with statistical software, or determine potential pricing.
Advertising Sales Agents
Advertising sales agents sell advertising space in publications, digital spaces, or other locations. Now that the digital media landscape has self-service advertising platforms, the role of sales agent gets absorbed into executive duties.
Nevertheless, the role remains active. Ad sales agents still sell large high-end marketing packages to large clients, and curate advertising avenues for those who can afford it.
| Career | Median Annual Salary | Projected Growth Rate (2022-2032) |
|---|---|---|
| Advertising, Promotions, and Marketing Managers | $138,730 | +6% |
| Art Directors | $105,180 | +6% |
| Public Relations Specialists | $67,440 | +6% |
| Public Relations and Fundraising Managers | $125,620 | +6% |
| Market Research Analysts | $68,230 | +13% |
| Advertising Sales Agents | $58,450 | -7% |
Source: BLS, May 2022
More Questions About Graduate Degrees in Marketing
A master's degree in marketing trains learners to improve their employer's brand. Graduates may work as brand managers or account managers.
