Master's in Marketing: A Guide

Key takeaways

A master’s degree in marketing is a graduate degree focused on advanced marketing strategy, consumer behavior, and data-driven decision-making. 

• On average, a master’s degree costs between $44,640 and $71,140 [1].

• When exploring master’s programs in marketing, you may consider a Master of Science (MS) or a Master of Business Administration (MBA), depending on your career goals.

• You can pursue many careers with a master’s in marketing, including creative director, communications manager, and chief marketing officer.

By earning your master’s in marketing, you can deepen your subject knowledge, elevate your educational credentials, and prepare to take on management roles. Learn what it takes to earn a master’s degree in marketing and explore degree programs from respected universities.

What is a master’s in marketing? The basics 

A master’s marketing degree is a graduate-level degree typically designed to deepen your knowledge of marketing, the strategy a company deploys to promote its products or services. While a bachelor’s degree in marketing often introduces you 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 behavior. 

Interested in earning your MBA but want the flexibility of an online program? Explore the iMBA from the University of Illinois on Coursera. The program features multiple concentrations, including digital marketing. 

MS in marketing vs. MBA with concentration

When you’re interested in advancing your marketing knowledge, there are two degrees to explore: 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.

While there’s no strict rule about which program you can attend, 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, while the MBA is generally intended for professionals who have spent at least four or five years in the workforce. Let’s break that down a little further:

• An MS in Marketing is usually for graduates with one or two years of professional experience. It’s likely better for students who didn’t earn their bachelor’s degree in marketing and are interested in or have already started a marketing career, but desire advanced education.

• An MBA is usually for graduates with a minimum of four or five years of professional experience. It’s likely best for students who earned their bachelor’s degree in business or marketing and want to expand upon that education.

As you think about the best degree program 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. 

Read more: How to Become a Marketing Manager

Coursework and thesis

Master’s courses tend to be more advanced than bachelor’s degree courses because you learn about specialized 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 behavior 

• Visual marketing

• Digital marketing analytics

• Strategic brand management 

• Advertising management

Your master’s marketing program 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. 

How many years is a master’s degree in marketing?

No matter whether you choose to pursue your MS or MBA, you can expect to spend about two years in your graduate marketing program when you’re able to attend full-time. Many schools offer part-time options to accommodate professional students, which 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.

Depending on whether you attend a public or private nonprofit institution, a master’s degree in the United States typically costs between $44,640 and $71,140 [1]. MBAs tend to be more expensive on average, with an average cost of $60,410 [1].

Is a master’s in marketing worth it?

Marketing can be a lucrative and long-lasting career thanks to the number of products and services companies seek to sell. Marketing jobs will likely grow by 6 percent in the next decade [2]. A master’s in marketing is an educational opportunity to deepen your interest in some facet of marketing while refining your transferable skills.

Marketing isn’t limited to one type of work or one set path; there are numerous marketing areas you can explore, 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 wider array of marketing needs.

While it’s possible to grow as a marketer with an undergraduate degree and experience, a master’s in marketing can be an attractive credential on your resume. Companies may prefer a master’s for certain roles, and the degree can show companies the extra time you dedicated to the subject.

How much can you make with a master’s in marketing?

The median weekly earnings for a master’s degree holder are $1,840, compared to $1,543 for bachelor’s degree holders, according to the US Bureau of Labor Statistics (BLS) [3]. 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.

*All salary information represents the median total pay from Glassdoor as of December 2025. These figures include base salary and additional pay, which may represent profit-sharing, commissions, bonuses, or other compensation.

Is a master’s degree 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, since there are educational alternatives. If you want to increase your knowledge in some area of marketing, a Professional Certificate or an individual course may be a strong option. You can list the certificates from either track on your resume, signaling 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. 

No-fluff help for when you’re stuck

For industry updates, tips, and trends, subscribe to our weekly LinkedIn newsletter, Career Chat. Then, explore free, digital resources as you embark on your marketing career journey:

• Watch on YouTube: Can You Go to Grad School for a Different Major?

• Find a course: Which Digital Marketing Course Should You Take? Find Out in 1 Minute

• Learn from experts: Career Advice: How to Become a Marketing Manager at Coursera

Pursue your master’s degree with flexible programs from esteemed university partners on Coursera.