Is a Master's in Marketing Worth It?

Nov 29, 2017

A master's degree in marketing provides students with the skills necessary to achieve upper-level marketing positions. Current marketers can advance their standing and keep up with the latest changes in the field, while individuals seeking a new career will find an ever-expanding horizon in their grasp.

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Many master's degrees in marketing are associated with schools of business (MBA) or are considered a master's of science degree (MS). These advanced degrees may open up job opportunities for individuals seeking additional training in identifying and analyzing customer needs and global trends, as well as brand-building and marketing campaign management. Marketers with a master's degree can thrive in analytical positions, while working in advertising, politics, sales, and service industries around the world.

Careers With A Master's Degree In Marketing

Job Title Median Salary (2016)* Job Growth (2016-2026)*
Market Research Analyst $62,560 23%
Advertising, Promotions, and Marketing Manager $127,560 9%
Survey Researcher $54,470 1%
Public Relations Specialist $58,020 9%
Public Relations and Fundraising Manager $107,320 10%

Source: *U.S. Bureau of Labor Statistics

What Can You Do With A Master's Degree In Marketing?

Market Research Analyst

Market research analysts use consumer data to assess what products and services the public will and will not buy. They work with companies to closely assess and understand consumer trends as well as to anticipate future developments. Although entry-level spots may call for just a bachelor's degree, some research positions require a master's degree. Market research analysts must have strong math and statistics skills, communication and decision-making expertise, and a strong background in finance and business, all skills which can be acquired with a master's degree in marketing.

Advertising, Promotions, and Marketing Managers

Advertising, promotions, and marketing managers develop campaigns to promote goods and services within a company or an organization. They work with other marketers, art designers, sales workers, and financial personnel to structure successful campaigns. As managers, these individuals also have the ability to work with others in a business environment as supervisors. Although a bachelor's degree may be sufficient for many of these jobs, applicants with master's degrees, especially those involving internships, may be more competitive in the hiring process.

Survey Researcher

Survey researchers work with data from surveys taken by companies, non-profit organizations, political interest groups, and other consumer-based institutions to determine what people want, need, and care about in various spheres. Survey researchers may also give surveys, requiring that they work well with others, can ask questions of varying types, and can record data appropriately. A master's degree in marketing would allow for research positions in this field, and programs with internships or fellowships are highly desirable.

Public Relations Specialist

A public relations specialist emphasizes the positive aspects of a company or organization and often creates campaigns that present visual or audio images to the public. These specialists can work in sales, politics, or in the private sector for public individuals. Although positions may be secured with a bachelor's degree, completing a master's degree program with an internship in public relations may be very beneficial in the job hunting process.

Public Relations and Fundraising Manager

Unlike a public relations specialist, the public relations and fundraising manager is in charge of directing a marketing campaign designed for fundraising and donation activity. Public relations and fundraising managers are still concerned with the public image of an individual, company, or organization and use their campaign to promote this image in their efforts to bring in funds on an entity's behalf. Some positions require a master's degree, and most call for extensive related experience.

What Will You Learn In A Marketing Master's Degree Program?

Master's degrees in marketing emphasize communications, finance, and managerial skills in their curricula. Advanced degree marketers use what they learn in their coursework to better design marketing campaigns, meet the needs of companies and consumers, and engage with the public in the most effective and efficient ways.

Analytics for Marketing

Marking analytics provides students with information about different analytical tools used in marketing, the applicability of various methods, and the ability to assess analytical data. The courses emphasizes the customer and different variables that can factor into marketing preferences and reception by the public. Overall, the course is designed to help students make better marketing decisions.

Consumer Conduct

This course includes information on the many factors that go into consumer decision making. Economic, sociological, psychological, and ethical influences all account for how consumers respond to marketing and to individual products and services. This course covers all of these specific areas, as well as how they can be used when designing marketing campaigns.

Management in Marketing

Marketing management introduces students to marketing theories and strategies and how to use them in practice. Marketing management also provides information about designing and implementing a marketing plan that best assesses and understands market opportunities.

Multicultural Marketing

Multicultural marketing surveys marketing trends around the world and gives students access to diverse groups of consumers and insights into their practices. By looking at different cultures and consumer data, the course includes information on past marketing campaigns, their success and failure, and how marketing may proceed in the future.

Ethics and Marketing

This course is designed to present students with the different types of questions marketers are faced with on a daily basis. Theories of ethics and the subjective nature of the concept are discussed using theories and case-studies. Additionally, marketing rules, laws, and regulations are discussed to provide students with practical, current information.

A master's degree in marketing offers a wide array of information on consumers, their needs, and how to keep up with the ever-changing buyer's market. Career growth in marketing continues to thrive, while giving advanced degree marketers opportunities in several occupational sectors.

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