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Master of Science (MS): Database Marketing Degree Overview

Databases are used in marketing to manage and track customer information, inventory, and business contacts. Students interested in this field commonly pursue a master's degree in marketing with a database specialization.

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Essential Information

Prospective students must hold a bachelor's degree in marketing or a closely-related field of study before applying. Applicants need an official transcript of all postsecondary coursework, as well as a resume and letters of recommendation. A statement of purpose outlining educational and personal goals is also required. International students must submit Test of English as a Foreign Language (TOEFL) scores and have their transcripts evaluated to ensure that it meets university standards. The program can typically be completed in two years if pursued full-time. A capstone project or thesis is usually required.


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Master of Science in Database Marketing

This master's degree program typically consists of core courses, concentrations and electives. These programs focus on business concepts and models of real-world marketing scenarios. Case studies of local companies and class projects can give students the opportunity to develop strategies and campaigns that relate to the business climate. Theories and concepts of digital marketing, database marketing, direct marketing and marketing finance are explored. Courses may include:

  • Integrated marketing
  • Database modeling
  • Statistical research
  • Database marketing strategy
  • Public relations
  • Media planning

Popular Career Options

Graduates of this degree program find career opportunities in public relations, advertising account management, brand management, interactive marketing and account planning. Typical jobs include:

  • Catalog marketing director
  • Catalog circulation director
  • Marketing research analyst
  • Project director
  • Market research director

Employment Outlook and Salary Information

The U.S. Bureau of Labor Statistics reported that employment for market research analysts will increase by 19% from 2014 through 2024. Their median salary for 2015 was $62,150, based on the bureau's research.

Continuing Education Information

Graduates of these programs can continue their education through doctoral programs in marketing. These programs can allow for research in one of a wide variety of specialization options, and typically qualify graduates to work in research or academia.

Given the importance of marketing in contemporary business, a master's degree in database marketing will afford students the qualifications to pursue different types of careers in marketing research and analysis.

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