Master's in Marketing: A Guide

Whether you’ve been working in marketing for several years and are interested in higher-level advancement, or you work in a related field and are interested in pivoting to marketing, there may come a point in your career when it makes sense to explore a master’s degree in marketing. 

Many marketing roles do not require a graduate degree, but it can be an advantageous step to build on your undergraduate education. By earning your master’s in marketing, you can deepen your subject knowledge, elevate your educational credentials, and prepare to take on management roles. Read more to learn what it takes to earn a master’s degree in marketing and whether it’s the best choice for you. 

Master’s degree in marketing: The basics 

A master’s marketing degree is a graduate-level degree typically designed to deepen your knowledge of marketing—or the strategy a company deploys to promote its products or services. Whilst an undergraduate degree in marketing often introduces students to several fundamental topics about market research, social media strategy, and effective messaging, a master’s degree typically focuses on more niche topics. These might include applying data analytics to market research, digital messaging strategies, and consumer behaviour. 

Degree types 

When you’re interested in advancing your marketing knowledge, you can explore two degree options: the Master of Science (MS) in Marketing or the Master of Business Administration (MBA) with a concentration in marketing, such as marketing management, brand marketing, or product marketing. 

You can opt for either programme. The difference between the two largely comes down to experience. The MS in Marketing is geared toward recent graduates who have some—but not much—work experience. At the same time, the MBA is generally intended for professionals who are currently in the workforce.

• An MSc in marketing is usually for undergraduates with a business-related degree. Work experience is not required but may increase your chances of acceptance.

• An MBA is usually for graduates who work in marketing professionally. It’s designed to help professionals advance their skill set. 

As you think about the best degree programme for you, take time to review the outcomes and coursework you’ll be expected to complete and the job placement support or professional development each one offers. Consider how those factors align with your larger reasons for earning a master’s degree. 

Interested in earning your MBA but want the flexibility of an online programme? Explore the iMBA from the University of Illinois on Coursera. The programme features multiple concentrations, including digital marketing, and you can try out a course first to see if it’s a good fit before applying. 

Coursework and thesis

Master’s courses tend to be more advanced than undergraduate degree courses because you learn about specialised topics. In your marketing master’s program, you may take classes on aspects of business, finance, sales, advertising, and communications, as well as targeted marketing classes such as: 

• Market research

• Market strategy

• Consumer behaviour 

• Visual marketing

• Digital marketing analytics

• Strategic brand management 

• Advertising management

Depending on the university, your master’s marketing programme may also require that you complete a thesis or capstone project before graduating. Often, this is an opportunity to conduct original research and apply what you’ve learned to an area of marketing that most interests you. 

Time and costs

No matter whether you choose to pursue your MS or MBA, you can expect to spend about two years in your graduate marketing programme when you’re able to attend full-time. Many schools offer part-time options to accommodate professional students that can add to the amount of time you’ll spend earning your degree. Some options, such as accelerated MBA programs or dual degree programs, may speed up your timeline. 

A master’s degree in the United Kingdom typically costs between £6,000 and £19,000, depending on the university [1,2]. Some can go much higher, like Imperial College of London, where it costs £42,500. 

What can you do with a master’s in marketing? 

Marketing can be a lucrative—and long-lasting—career thanks to the number of products and services companies seek to sell. According to Statista, 48 per cent of surveyed businesses intended to add marketing professionals in permanent roles [3]. A master’s in marketing is an educational opportunity to deepen your interest in some facet of marketing whilst refining your transferable skills. 

Marketing isn’t limited to one type of work or one set path. You can explore numerous marketing areas, including research, strategy, events, and content. You may start in one aspect of marketing before eventually moving into another. For example, you may start as a social media marketer before becoming a marketing manager and applying your skill set to a broader array of marketing needs. 

Whilst growing as a marketer with an undergraduate degree and experience is possible, a master’s in marketing can be an attractive credential on your resume. Companies may prefer a master’s for some positions, and the degree can show companies the extra time you dedicated to the subject.

Marketing salaries 

The median annual earnings for a master’s degree holder is £47,500 [4]. With a master’s in marketing, you can explore a number of management roles, including higher positions such as creative director and chief marketing officer. Check out a few jobs and their corresponding salaries as sourced from Glassdoor in October 2024.

Is a master’s in marketing right for you?

Whether a master’s in marketing is right for you largely depends on your experience and career goals. Those two factors can help you determine whether an MS or an MBA makes more sense. 

It can also be worthwhile to think about why you’re interested in earning a master’s degree in the first place or if educational alternatives might align more closely with your goals. For example, you can increase your knowledge in a marketing area with a Professional Certificate or an individual course. You can list the certificates from either track on your CV, signalling to a potential employer the work you’ve invested to stay up to date. You can also highlight what you learned in your cover letter and job interviews.

• Professional Certificates are shorter programs (typically less than a year) designed to help you develop or improve your career-ready skills. 

• Individual courses boost your subject knowledge with focused education.

Earn a Professional Certificate from industry leaders like Meta and Google in social media marketing, digital marketing, or marketing analytics on Coursera.  

Prepare for a master’s in marketing with Coursera 

A master’s in marketing is an effective way to develop skills and potentially advance your career. Earn your Master of Business Administration from the University of Illinois on Coursera, and enjoy the flexibility of taking classes remotely and at your own pace. Or, if you’re looking for a shorter, comparably career-focused program, explore Professional Certificates in high-demand marketing areas such as Meta’s Social Media Marketing or Marketing Analytics programmes.