What is a Master’s in Marketing?

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Updated August 4, 2020

A Master's in Marketing is a professional-oriented graduate degree geared towards hopeful:

  • Academicians that plan to research and teach the study of marketing,
  • Marketing department employees of private and public companies not specializing in advertising, and
  • Employees of full-fledged marketing agencies.

Like many master's degrees, those in marketing are often classified as Master's of Science degrees, though some programs offer MBA degrees with concentrations in marketing. The only material difference is the latter's orientation towards managerial study and preparation for agency leadership roles.

Related Resource: 10 Most Affordable Master's in Marketing Online

Marketing Degree Focus

One area of focus in a Master's in Marketing degree program is research. As such, it is important for students to gain an understand of the numbers that drive marketing. Whether it be from the perspective of brand research, revenue generation, or product performance, there is a focus on complex mathematics and statistical analysis in a marketing program.

Another area of focus relates to human psychology and sociology. It is important for successful marketers to focus on consumer behavior and psychology and sociology help students to understand individual and community motivations for the things that they do and the products that they buy. These programs teach students how to market products, services, campaigns, and businesses effectively.

Lastly, Master's in Marketing degrees focus on management skills. Master's students learn how to manage projects, campaigns, and people in order to move beyond entry-level marketing positions. This skills are also transferrable to leadership positions in other industries, providing an opportunity to become a well-rounded leader.

Typical Coursework

Considering that the Internet has relatively recently taken over the advertising industry as the most popular advertorial vehicle as chosen by paying advertisers, courses like Internet Marketing are offered by virtually all programs.

Most competent programs will also offer both written and oral communication as it pertains to marketing. The more a student practices communication, the less likely they will experience shyness, nervousness, or a general lack of business-related social skills.

Analytics-heavy course loads will likely feature advanced statistical analysis courses as related to marketing, whereas consumer behavior programs typically contain curriculum concerning the psychology behind consumer decision-making patterns and how marketing influences them.

Career Outlook

Even students that aren't particularly interested in the marketing field can obtain this versatile degree to expand career opportunities. If you're geared towards business or consumer science, a Master's in Marketing is a solid foundation to excel in life.

According to the Bureau of Labor Statistics, advertising management jobs are expected to grow faster than average over the next ten years. These management opportunities exist not only in the traditional advertising space, but also in the development of promotions and programs, as well as product and market development areas. With so many avenues available, career opportunities exist for the creative and analytical individuals looking to be a part of an ever-changing field.

Branded messaging is all around us. The messages on the Internet, television, radio, billboards, vehicles, and print publications – everything under the sun – are all inherently involved in marketing. Those interested in marketing, advertising, or general business all can benefit from a Master's in Marketing.

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