Guide to earning your online master’s in marketing
Table of Contents
What is an online master’s in marketing? | What to expect | Career paths | Salary and job outlook | Future trends | Choosing the right program
Why earn your master’s in marketing online
If you’ve been looking for a career where you can use your creative talents to make an impact, marketing might be the perfect fit for you.
No two marketer’s jobs are the same, but they all have a shared goal: to make companies and the products they sell attractive and memorable. Those catchy jingles that get stuck in your head, the slogans that really grab you, even the packaging that catches your eye in a crowded grocery aisle are all perfect examples of marketing in its natural habitat.
Until this century, marketing was a very niche field. But as new technology has emerged, the scope and skills required to be successful in this industry have changed. There are so many moving parts that make up a marketing department, and the range of work that it takes to create a really compelling campaign is much wider than most people might think.
Whether you’re an analyst at heart or hope to make a living off your artistic talents, there’s a place for you in this diverse industry. But to stand out in a competitive, skills-driven job marketplace, earning an online graduate degree could give you an edge over other candidates.
If you’re curious about how, let’s look at some of the reasons you should—or maybe shouldn’t—pursue an online master’s degree in marketing.
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What is an online master’s in marketing?
An online master’s in marketing is a specialized postgraduate degree. Students usually pursue this two-year degree after completing a four-year bachelor’s degree. In many instances, an online program fits the bill for people who already have a bachelor’s, are working in marketing or a related area, and decide to return to school to earn a master’s so they can advance in their career.
There are many different areas of focus available for marketers—graphic design, digital, business or research, for example. Whatever the specialty, this degree delves deeper into advanced industry topics that you mastered in your undergraduate studies.
Completing a master’s in marketing can provide students with up-to-date insights on trends and technology. It can also help set you apart in a jam-packed job market and demonstrate your expertise.
Master of Science (MS) or Master of Arts (MA) in Marketing?
There are many career tracks for a marketing professional, so it’s no surprise that there are just as many specialties or concentrations. However, most online master’s degrees in marketing will focus on either the science of marketing or take a more experience-oriented approach. These two degree types are called a Master of Science in Marketing and a Master of Arts in Marketing.
Below is a comparison of the major differences between each degree pathway. Not all MS and MA programs will follow these distinctions strictly. As you search for programs of interest to you, be sure to check the specific curriculum of each program you’re interested in.
| Master of Science in Marketing (MS) | Master of Arts in Marketing (MA) | |
|---|---|---|
| Focus | Data-driven analysis, strategy, technology, strategic marketing execution | Creativity, communications, consumer psychology |
| Coursework emphasis | Market research, analytics, optimization | Branding, storytelling, content, consumer behavior |
| Skills developed | Analytical thinking, data interpretation | Persuasive writing, creative campaigns, messaging |
| Career paths | Marketing analyst, Strategist, Researcher | Content strategist, Social media manager, Copywriter |
If you’re interested in a broad range of business-focused careers but have a particular interest in marketing, you might also consider an online Master’s of Business Administration (MBA) with a marketing concentration. This degree combines elective marketing coursework with broader business management education.
Some of the special areas of focus for marketing degree can include:
- Market research & analysis
- Consumer behavior
- Strategic brand management
- Digital marketing strategies
- Advertising and communications
- Data analytics for marketing
Earning a degree in any of these concentrations opens opportunities for leadership roles and higher earning potential. It can help you master specific in-demand marketing skills such as digital marketing, analytics or brand strategy. Furthermore, it demonstrates a strong commitment to advancing your knowledge in this ever-evolving field.
What to expect in a master’s of marketing curriculum
In order to decide if an online master’s degree is right for you, it’s important to understand your options first—especially if you’re starting from scratch.
When it comes to education requirements, most marketing roles require either a marketing associate’s or a bachelor’s degree. A Bachelor of Science or Bachelor of Arts takes roughly four years to complete from start to finish; a master’s degree typically takes six years. If you’ve already earned your bachelor’s degree, a master’s degree will most likely take two years to complete online.
In a bachelor-level marketing curriculum, some of your education will consist of required general education credits—subjects like English, math and science. You’ll also learn about fundamental marketing concepts such as consumer psychology, brand management, marketing research, advertising, promotions and digital marketing.
An online master’s-level marketing program, in comparison, emphasizes advanced marketing theory and practices. At this stage, your perspective on marketing will zoom in and take a closer look at industry-specific topics. Some of the core areas of study typically include:
Because every program caters to a particular focus, it’s impossible to say which courses you’ll be able to take. However, here’s a sampling of some popular online courses you might be required to enroll in, along with a little detail about what you’ll learn in each:
- Global marketing: A look at marketing in diverse international markets that includes cultural sensitivity training and considers how to adapt marketing strategies for different regions.
- Marketing strategy: An exploration of core marketing frameworks, strategic planning and implementing marketing initiatives that align with business goals.
- Digital marketing analytics: How to use prevailing web analytics tools, measure campaign performance, interpret data and successfully implement SEO/SEM optimization strategy.
- Pricing strategies: An analysis of pricing models, psychological factors in pricing and an introduction to developing profitable pricing strategies.
- Consumer psychology: An exploration of how psychological principles influence consumer behavior, including motivation, persuasion and decision-making.
- Integrated marketing communications: How to develop cohesive marketing campaigns across various channels and platforms for maximum impact.
Experiential learning
Hands-on experience is critical in the marketing world. Employers want to hire creators and analysts who can hit the ground running. You can’t do that, however, without an understanding of the software businesses use to execute their marketing strategies. Businesses will expect you to have a working knowledge of data management, email management systems and customer relationship management software.
That’s why a master’s degree program in marketing provides students an opportunity to demonstrate what they’ve learned along the way. Many of the individual courses will require a completed project that showcases your mastery of the topics you’ve learned. This can come in the form of:
- Projects and case studies: Hands-on application of theory to real-world marketing scenarios
- Thesis or capstone projects: Some programs culminate in a major research project or a comprehensive marketing plan
- Internships or consulting experiences: Opportunities to gain practical experience in the field
- Professional development: Networking events, career workshops and industry speaker panels
Jason Davis, owner and founder of the marketing company, Makarios Marketing, says in his program, his cohort was able to work with a local business in the area and build an entire marketing plan. “That was the best part of the program,” he recalls. “We looked at all the ways they had budgeted for marketing and what the ROI was. Then we gave them a full plan on how to execute going forward with a better ROI.”
TIP: Any time that you’re looking into an online degree program, it’s important to do your research. Look at the course catalog, which is usually available to browse on the university website. How do the offerings at College A compare to College B? Does the program include experiential learning? If so, what type? Ask yourself questions to make sure you’re getting the best value for your educational investment. Next, check the school website for its accreditation status. This will ensure you’re choosing a quality program endorsed by professional credentialing, and may allow you to receive federal financial assistance.
Prerequisites
Some programs, especially those offered online or part-time, might have more flexibility when it comes to prerequisites. If you lack certain prerequisites, some schools offer bridge courses or the option to take prerequisite courses alongside your master’s degree.
Here’s a quick look at some of the most common admission requirements for an online master’s in marketing degree program:
Bachelor’s Degree
- Major: While a background in business or marketing is preferred, some programs accept degrees from any background. Others will only consider undergraduates with degrees in a closely related field such as communications, psychology or data science.
- GPA: Many programs require a minimum undergraduate GPA, often around 3.0 or higher.
- Courses: Some universities require a B or higher in specific subjects such as math, science or English. An example might be: A grade of “B” or higher in undergraduate calculus (equivalent to MATH 121 or higher)
Standardized Tests
- GMAT or GRE: Some programs require these standardized tests to assess your quantitative and verbal reasoning skills.
- TOEFL or IELTS: For international students, proficiency in English might need to be demonstrated through these exams.
Work experience
While not always required, many programs prefer applicants with some relevant work experience in marketing, sales or business-related fields.
Additional Requirements
- Resume / Curriculum Vitae (CV): A resume of your profession and academic experience that outlines your background and existing skills.
- Letters of recommendation: Often abbreviated LOR, these letters usually come from professors or past employers and attest to your academic or professional abilities.
- Statement of purpose: This is, in essence, a cover letter in essay format. In it you’ll explain your motivation for choosing to pursue this degree and speak to your career aspirations.
Beyond your online degree’s general education requirements, students usually must fill up the rest of their schedule with elective courses. As the name implies, these can be in whatever you want, from an accounting specialization to something else entirely.
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Career paths
A master’s in marketing may open doors to a wide range of exciting and in-demand professional pathways. You’re eligible to work with virtually any company or agency, but you can also go into business for yourself. That’s exactly what Jason Davis did. His SEO agency helps e-commerce brands increase revenue through targeted campaigns and site optimization.
He says his master’s degree program definitely opened doors for him. “It will provide students with a wide range of options when it comes to their marketing career,” explains Davis. “It allows you to see what area works best for your skillset, or to explore what kind of marketing work you find fun or interesting, and it can help you pivot into that field.”
Here’s a breakdown of some traditional marketing and digital marketing roles that might be a good fit for you. These positions are for someone with an advanced degree or several years of experience:
Marketing
- Marketing managers oversee strategy development, campaign execution and the overall marketing direction for a company or product line.
- Brand managers are responsible for establishing and maintaining a brand’s image, messaging and positioning in the market.
- Market research analysts gather, analyze and interpret market data to guide marketing decisions, product development and identify consumer trends.
- Public relations (PR) manager: Develop and manage a company’s reputation through media engagement, crisis communications, and building relationships with the public.
- Product marketing managers focus on market positioning, launch and ongoing promotional strategies for specific products or services.
Digital marketing
- Digital marketing strategists design and implement holistic digital marketing plans across various channels, including search engines, social media and email.
- SEO/SEM specialists optimize website content and implement paid advertising campaigns to improve search engine rankings and drive traffic.
- Social media managers develop and manage a company’s social media presence, create engaging content and build online communities.
- Content marketing managers oversee the creation and distribution of valuable content (blogs, videos, infographics) to attract and retain target audiences.
- Marketing analytics specialists collect, analyze and report on marketing campaign performance, using data to optimize strategies and drive ROI.
- Sales managers lead and motivate sales teams, set sales targets and develop strategies to increase revenue.
- Marketing consultants offer expertise and guidance to businesses on marketing strategy, branding and market analysis on a freelance or consulting basis.
- E-commerce managers are responsible for all aspects of a company’s online sales, from website design and user experience to marketing and fulfillment.
There is some overlap in responsibilities for many of these positions. It’s not uncommon, for instance, for a web editor to also manage social media engagement and site analytics on a small team. Titles in marketing can have different meanings depending upon the organization, the industry or the size of the team.
How much can you make with a master’s in marketing?
While entry-level salaries vary, marketing professionals may be able to advance to well-paid positions as they gain experience and credentials. Let’s look at some job outlook and salary data from the U.S. Bureau of Labor Statistics (BLS) for some marketing positions. Keep in mind that these are national median figures. Factors like location, experience and industry can significantly impact earning potential in any field, and marketing is no exception.
Marketing manager | Median annual salary: $161,030 | Job growth through 2034: 6.6%
Digital marketing specialist | Median annual salary: $171,200 | Job growth through 2034: 15.2%
Market research analyst | Median annual salary: $76,950 | Job growth through 2034: 6.7%
Public relations specialist | Median annual salary: $69,780 | Job growth through 2034: 4.8%
When it comes to marketing salaries, specialization matters. Highly skilled SEO/SEM specialists or marketing analytics experts, for instance, can command salaries well above the median. Jason Davis’s success reflects this. “I currently run an SEO agency specifically for e-commerce brands,” he tells us. “I’ve used what I’ve learned to focus mainly on social media and content, and I’ve found my niche there.”
Future trends
In order to understand that marketing is a mainstay in our economy, you need only look to the past. It’s been around, in one form or another, since the beginning of recorded history. Early Mesopotamians used brands to mark their mass-produced goods. Technology may change, the way we reach audiences will change but there will always be a need for brands to tell consumers about their product.
Davis echoes this sentiment. “Marketing will only continue to be the focus as businesses need to stand out,” he explains. “The rise of AI will play a major role and businesses need to adapt. I didn’t have this available to me but it will be the future of marketing without question. Learn everything you can with AI to help hone skills or find what you may think is interesting and then use the degree to go deeper and learn more about how to be an asset in 2024 and beyond.”
Some trends and things to look out for? Here are just a few, but only time will tell what innovations are yet to come:
Data fluency: The ability to analyze, interpret and leverage data will be even more critical. Masters programs should equip students with strong data analysis skills and familiarity with marketing analytics tools.
Personalization and automation: Marketing will become even more targeted and personalized. Understanding automation tools and customer relationship management (CRM) platforms will be essential.
The rise of AI: Artificial intelligence (AI) will continue to play a larger role, automating tasks, optimizing campaigns and personalizing content delivery.
Omnichannel marketing: Consumers expect a seamless experience across all touchpoints. Marketers need to create cohesive campaigns that integrate online and offline channels.
Focus on customer experience (CX): Creating a positive and memorable customer experience (CX) will be key to brand differentiation and loyalty.
Emerging technologies: Understanding and applying new technologies like voice search, augmented reality (AR), and virtual reality (VR) will be advantageous.
Evolving consumer behavior: Staying ahead of ever-changing consumer behavior patterns will be key. The ability to adapt campaigns and strategies quickly is essential.
Ethical marketing practices: With growing consumer privacy concerns, understanding ethical marketing practices and data privacy regulations will be crucial.
How to choose the right online marketing program for you
How do you know if your program is the right fit? Consider factors like these as you consider if a marketing master’s degree program is the right path for you:
- Does the program offer online courses and electives in your desired area of focus?
- Do the professors have real-world experience in your areas of interest?
- Does the program have partnerships or alumni networks in relevant industries?
- Do you need the flexibility of online learning so you can keep working or tend to family matters?
- Does the program have a strong reputation and accreditation, especially from your target industry?
- Is there an internship or externship if you aren’t already working?
- How active is the alumni network, and could it provide opportunities post-graduation?
Insight can also come from the online schools you’re considering. Contact the admissions departments of programs you’re interested in. They can answer specific questions and connect you with current students or alumni. Choosing a program can be an involved process, but investing the time to learn about all your options now will pay off in the future.
Take action toward your master’s in marketing degree
In the thriving world of traditional and digital marketing, competition for top roles may be fierce. A master’s degree can give you the advanced knowledge and strategic expertise that makes you stand out to employers—factors that may provide you with a significant advantage in the job market.
If you’re ready to start the search for the online master’s in marketing program for you, there’s no better time than right now. Our search tool can kickstart your journey and help you get the information you need to make an informed decision.
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All Online Schools is an advertising-supported site. Featured or trusted partner programs and all school search finder, or match results are for schools that compensate us. This compensation does not influence our resource guides, or other editorially-independent information published on this site.
All Online Schools is an advertising-supported site. Featured or trusted partner programs and all school search finder, or match results are for schools that compensate us. This compensation does not influence our resource guides, or other editorially-independent information published on this site.