Are Master’s Degrees in Marketing and Digital Marketing Worth It?

If your dream is to manage a marketing department—and to eventually step into the role of CMO—you should consider pursuing a Master of Science in Marketing. The MS marketing master’s degree (or MSM) is for students who want to learn more about not only the theories and principles of marketing, but also the profession’s most up-to-date best practices and strategies. The best Master of Science in Marketing programs also have a technology component, because so much of marketing today is digital and analytics-based.

When you pursue this degree, you’ll take classes in subjects like:

• Branding: Study of brand creation, development, and management, focusing on building strong brand identities, positioning, and maintaining brand equity.
• Marketing Strategy: Examination of strategic planning in marketing, including market analysis, competitive positioning, and the development and implementation of comprehensive marketing plans.
• Consumer Behavior: Analysis of the psychological, social, and cultural factors that influence consumer decision-making processes and purchasing behaviors.
• Digital Media: Exploration of digital marketing channels and tools, including social media, email marketing, SEO, and online advertising, to engage and reach target audiences.
• Market Research: Techniques and methods for gathering, analyzing, and interpreting data to inform marketing decisions, including surveys, focus groups, and data analytics.

You’ll also have a chance to network with other marketers, undertake project work in a real-world setting, and earn beneficial graduate certificates or certifications. Depending on which Master of Science in Marketing program you choose, you may end up picking a concentration like product management, digital marketing, consumer insights, or branding.

Keep reading for a comprehensive guide to a Master of Science in Marketing and Master of Science in Digital Marketing, from prerequisites to graduation requirements. In this article, we’ll cover:

• Possible fields and career paths for a Master of Science in Marketing
• Prerequisites for a Master of Science in Marketing
• The commitment required for a Master of Science in Marketing
• What MSM students study
• Exams and certifications to complete a Master of Science in Marketing
• Is a master’s degree in marketing worth it?
• What are the different kinds of digital marketing degrees?
• Which universities offer digital marketing master’s degrees?
• What you’ll study when you get a master’s in digital marketing
• What are the advantages of having a digital marketing master’s degree?
• Are there disadvantages to getting a digital marketing master’s degree?
• What are the alternatives to getting a master’s in digital marketing?
• Is a master’s in digital marketing worth it?

Possible fields and career paths for a Master of Science in Marketing

Marketing is a big field that continues to grow, according to the Bureau of Labor Statistics. Between 2018 and 2028, the profession is poised to add nearly 22,000 jobs, increasing the ranks of marketing managers to over 300,000. That shouldn’t be surprising. Every company, small business, non-profit, and community organization depends on visibility to succeed, and so there are always jobs for those who have skills in:

• Communications
• Research
• Product development
• Analytics
• Public relations

You’ll study all of these you pursue an MSM, and that should pay off. Graduates from the University of Southern California Marshall School of Business’ Master of Science in Marketing program, for example, have gone on to work at companies like Netflix, ESPN, LinkedIn, Disney, and Hyundai.

Here are some job titles that Master of Science in Marketing degree holders are qualified to fill:

Marketing managers

Marketing managers are responsible for developing marketing strategies and overseeing the marketing department. They:

• Determine the best markets for products and services
• Help set prices
• Monitor marketing trends
• Research competitors
• Assist as needed on campaign creation while also hiring, training, and supporting staff

A marketing manager might specialize in one area, such as brand development or digital marketing, but marketing managers need to be familiar with all aspects of modern marketing when developing strategies. As a marketing manager, you can expect to earn about $132,620 per year, or more than $60 per hour if you work as a consultant.

Market research analysts

Market research analysts look closely at market conditions and take a data-driven approach to such tasks as estimating potential sales figures or finding the right area in which to launch a service. They help companies determine:

• What customers want
• Where those customers are
• How much they’re willing to pay
• What advertising channels they’ll respond to

They also measure the effectiveness of campaigns, strategize new ways to analyze audiences, and measure the ROI of existing strategies. Market research analysts earn at last $63,120 per year, though you’ll likely earn more after you’ve earned your master’s degree.

Advertising managers

Advertising managers perform general managerial tasks (like hiring employees and creating budgets). They also work on traditional advertising campaigns. At marketing firms, media organizations, and companies large enough to have their own advertising and marketing teams, they often serve as a bridge between departments.

The advertising manager will work closely with creatives, finance, sales, and other departments to create campaigns that will appear on or in TV, radio, newspapers, magazines, radio, billboards, and the internet; the role varies from one company to another. According to Payscale.com, advertising managers earn an average income of $62,000 per year, not including bonuses ($4,300), commissions ($3,900), and profit-sharing income ($4,200).

Promotion managers

Promotion managers have the same goals as marketing managers and advertising managers, but they’re focused less on driving awareness and more on getting people to take specific action through incentive programs involving coupons, contests, rebate programs, and sales. In collaboration with the marketing department, promotion managers help their teams develop and launch promotions and giveaways designed to get consumers to:

• Try a new product
• Switch brands
• Use a product for the first time
• Spend more

Salary.com reports an average salary for promotion managers of $87,600, plus incentives.

PR managers

PR managers are responsible for crafting a company or organization’s public image through curated communications. Unlike marketers, PR managers don’t necessarily have to demonstrate that their campaigns result in boosted sales figures or increased awareness. That doesn’t mean data don’t come into play; we’re in the big data age, after all. PR managers have to do a lot of research and polling to show that communications campaigns are having the desired effect.

PR managers also need to think ahead and create strategies for not just maintaining, but also enhancing an employer’s public image. Sometimes that involves spreading information or promoting ideas that benefit the organization via media interviews, speeches, press releases, events, and published articles. A PR manager earns about $114,800 per year.

Prerequisites for a Master of Science in Marketing

Each university has its own requirements that applicants to MSM programs must meet, and these can vary significantly. Always read program requirements carefully to make sure you qualify.

Most people work a few years after earning their bachelor’s degree before pursuing a master’s in marketing. Many schools expect—and often require—students to have some real-world work experience before entering their programs. There are programs specifically designed for students who have no professional experience, so it is possible to pursue this master’s immediately after earning a bachelor’s degree. Conventional wisdom is that some work experience will give your graduate work necessary context.

Nearly all master’s degree programs require applicants to have earned a bachelor’s degree. Many—like Florida International University—don’t specify a required undergraduate degree major. The students in the Master of Marketing class of 2020 at Vanderbilt University majored in:

• Advertising
• Business/management
• Communication
• Educational studies
• Fashion merchandising
• Food science and technology
• History
• Marketing
• Psychology
• Public policy
• Public relations

As you can see, it’s not necessary to major in business or marketing to get into a marketing master’s program (not even as one as competitive as Vanderbilt’s).

To apply for MSM programs, you’ll also typically need:

• Letters of recommendation (from colleagues or managers if you have work experience, from professors if you don’t)
• Up-to-date transcripts
• A résumé
• Recent Graduate Management Admission Test (GMAT) or Graduate Record Examination (GRE) scores

Always be sure you read each university’s admissions requirements carefully before submitting any applications.

The commitment required for a Master of Science in Marketing

Master of Science in Marketing programs generally require two to three years to complete. There are accelerated programs that can be completed in as little as 12 months of full-time study, as well as self-paced online master’s degree options. The University of Texas at Austin and the Owen Graduate School of Management at Vanderbilt University, for example, both offer 10-month programs. Part-time marketing MS and flex programs take the longest to complete.

It’s best to think of the commitment required for a Master of Science in Marketing in credit hours rather than in months or years. MSM programs typically require students to complete 30 or more credit hours of work. Whether you attend full-time or part-time will impact the duration of your studies, as will your willingness to attend classes in the summer.

What MSM students study

The average Master of Science in Marketing program curriculum consists of classes in core subjects like:

• Accounting: Provides a foundational understanding of financial statements, budgeting, and cost analysis, which are crucial for making informed marketing decisions and managing marketing budgets.
• Finance: Equips students with knowledge of financial principles, including investment analysis, capital budgeting, and financial planning, essential for assessing the financial impact of marketing strategies.
• Brand management: Focuses on creating and maintaining strong brands, understanding brand equity, and developing brand strategies to enhance brand recognition and loyalty.
• Consumer insights: Teaches methods for gathering and interpreting data about consumer preferences, behaviors, and attitudes, which are critical for creating targeted and effective marketing campaigns.
• Market intelligence: Involves the collection and analysis of data on market trends, competitors, and industry conditions to support strategic marketing planning and decision-making.
• Social media strategy: Covers the development and implementation of marketing strategies using social media platforms, essential for engaging with customers and building online brand presence.
• Customer analysis: Focuses on understanding customer needs, preferences, and behaviors through data analysis, helping marketers to tailor their products, services, and communication strategies.
• Leadership: Develops skills in leading and managing marketing teams, projects, and initiatives, which are vital for driving successful marketing campaigns and achieving organizational goals.
• Customer relationship marketing: Emphasizes building and maintaining long-term relationships with customers, using strategies and tools to enhance customer loyalty and lifetime value.

Most programs offer a wide variety of electives, though some schools offer more than others. In year one, the focus of coursework may be mainly on the basics of marketing and management. In year two, you’ll spend the majority of your time immersed in specialized marketing theory and practice.

University of Southern California Marshall School of Business has a particularly rich menu of electives for its master’s of marketing graduate students, including:

• Advertising and Promotions
• Fashion
• Luxury and Lifestyle Marketing
• Branding Strategy
• New Product Development
• Data Warehousing
• Business Intelligence
• Data Mining
• Statistical Computing and Data Visualization
• Technology Commercialization
• Business Models for Digital Platforms
• Marketing Channels
• Data Analytics Driven Dynamic Strategy and Execution

Most MSM programs give students the opportunity to take part in:

• Team-based projects
• Networking events
• Hands-on experiential learning projects
• Capstone projects

Some programs require a master’s thesis, typically on field work completed as part of the curriculum. As you think about which master’s degree programs to apply to, give priority to those that will let you conduct research in real world settings and build a portfolio before graduation.

Exams and certifications to complete a Master of Science in Marketing

While no specialty exams and certifications beyond classroom examinations are typically required to complete a Master of Science in Marketing, there are many certifications for marketing professionals—nearly all of which can be completed while students are still in school. As busy as you’ll be pursuing your degree (possibly while continuing to work full time), it’s worth completing at least a few skill-based certification exams. These will look great on your resume, and many marketing certification exams cost little or nothing to take.

Digital marketers may want to earn the Google Analytics Individual Qualification or the Google AdWords Certification. Social media marketers can go to Twitter Flight School or become a Facebook Blueprint certified professional. HubSpot has many certification options for marketers, including:

• HubSpot Inbound Certification
• HubSpot Content Marketing Certification
• HubSpot Email Marketing Certification

Various professional organizations offer certifications and learning opportunities for marketers. The American Marketing Association (AMA) is one of the oldest organizations for marketers in the US. It hosts networking and educational events, and offers the two-track American Marketing Association Professional Certified Marketer program. The Interactive Advertising Bureau (IAB) offers four certification programs: Digital Marketing, Sales Management, Content Marketing, and Marketing Management.

None of these certifications will ever be more valuable than your master’s degree, but having earned them demonstrates your commitment to growing as a professional—and that alone may be enough to impress some hiring managers.

Exploring the Value and Variety of Digital Marketing Degrees

Brands are now spending more on digital advertising than on traditional marketing, and for good reason. Digital marketing lets companies deliver ultra-personalized messaging directly to potential customers’ personal devices for a fraction of what it costs to create and broadcast a 20-second commercial or blanket a city in fliers.

In the past, marketers could identify only a relative handful of audience segments potentially receptive to their efforts. Today, they can track customers’ online activities easily and use data science and predictive analytics to isolate increasingly specific customer profiles (e.g., women, ages 30 to 35, with two or more cats, who drive hybrid vehicles and are passionate about environmental concerns). They can then use that information to figure out which customers are on the verge of making big life decisions.

Marketing master’s degree programs have scrambled to keep up with a rapidly changing marketing landscape evolving in parallel with new developments in computing. Some colleges and universities have launched digital marketing master’s degree programs in a bid to attract students who aspire to be not just marketers, but marketers on the forefront of technology. If you’re fascinated by the changing tools and techniques digital marketers use to reach their audiences, these programs can look like a great fit. Don’t start sending out applications just yet, though, because online marketing, digital marketing, e-marketing, and internet marketing master’s degree programs aren’t necessarily keeping up.

What are the different kinds of digital marketing degrees?

Because these programs are so new, master’s degrees in digital marketing come in a lot of different flavors, with a lot of variation among programs. That can make choosing a program—or even just researching programs while finishing up a bachelor’s degree—tough. Digital marketing degrees go by many names, including:

• Master of Science (MS) in Integrated Marketing Communications
• MS in Digital Marketing Communications
• MS in Digital Marketing and Design
• MS in Digital and Social Marketing
• MS in Digital Communication
• MS in Digital Innovation in Marketing
• MS in Marketing Analytics
• MS in Social Media Marketing
• Master of Mass Communication with a specialization in Digital Strategy
• MBA in Digital Marketing
• Master of Arts (MA) in Marketing and Digital Media

You’ll notice that some appear to be more broad in their focus, while others seem to be more concentrated on specific areas of digital marketing, such as social media or analytics. Sometimes the name of the degree will give you a clue to the topics covered in the curriculum. For instance, an MA program may focus more on the creative side of digital marketing and include courses in digital design. MS programs may be more technical and include more courses focused on data analytics and coding. MBA programs will usually dive deeper into the business side of marketing. Not always, though! The only way to know what you’ll actually study in any given master’s in digital marketing program (whether you’re looking into online master’s degrees or on-campus programs) is to read the program description and course list.

Which universities offer digital marketing master’s degrees?

Quite a few colleges and universities have launched digital marketing master’s degree programs, but most haven’t been around long enough to rank conclusively. Making your own list of available digital marketing programs can be worthwhile, however, because it will give you a better idea of how schools are presenting these degrees and who they’re designed for. To get started, check out these programs:

• Brandeis University’s MS in Digital Marketing and Design
• Georgetown University’s MS in Integrated Marketing Communications
• Northwestern University’s MS in Integrated Marketing Communications
• Pace University – New York’s MS in Social Media and Mobile Marketing
  Sacred Heart University’s MS in Digital Marketing
• Southern New Hampshire University’s Master’s in Digital Marketing
• Temple University’s MS in Digital Innovation and Marketing
• University of Florida’s Master of Mass Communication specialization in Digital Strategy
• University of North Carolina at Chapel Hill’s MA in Digital Communication
• University of Washington – Seattle Campus’s Master of Communication in Digital Media

What you’ll study when you get a master’s in digital marketing

Students in digital marketing master’s degree programs study a lot of the same concepts taught in traditional marketing master’s degree programs, like consumer psychology and sales research. They also take courses in topics like:

• Brand Strategy: Involves developing a plan to create and maintain a strong brand identity, including positioning, messaging, and differentiation in the marketplace.
• Content Marketing: Focuses on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience, ultimately driving profitable customer action.
• Data Visualization: Teaches the skills to represent complex data in visual formats like charts, graphs, and dashboards to facilitate better understanding and decision-making.
• Digital Assets Management: Covers the organization, storage, and retrieval of digital content, ensuring efficient management and utilization of digital assets such as images, videos, and documents.
• Digital Marketing Strategy: Encompasses planning and executing marketing campaigns using digital channels to achieve business objectives, including market analysis, target audience identification, and campaign measurement.
• Electronic and Social Commerce: Examines the principles and practices of buying and selling goods and services through electronic channels and social media platforms, focusing on user experience and transaction efficiency.
• Email Marketing: Involves creating and managing email campaigns to engage with customers, build relationships, and drive conversions through targeted and personalized communication.
• Influencer Marketing: Focuses on partnering with influential individuals to promote products or services, leveraging their credibility and reach to enhance brand awareness and trust.
• Integrated Marketing Communications: Teaches how to coordinate and integrate various marketing communication tools and channels to deliver a consistent and cohesive message across all platforms.
• Link Building: Involves acquiring hyperlinks from other websites to your own, improving search engine ranking and increasing site authority and traffic.
• Multicultural Marketing: Examines strategies to effectively market to diverse cultural groups, considering cultural nuances, preferences, and behaviors to create inclusive marketing campaigns.
• Paid Ads: Covers the creation and management of paid advertising campaigns across various digital platforms, including budgeting, targeting, and performance analysis to maximize ROI.
• Search Engine Marketing (SEM): Involves promoting websites through paid advertising on search engines, focusing on keyword research, ad creation, and campaign optimization.
• Search Engine Optimization (SEO): Teaches techniques to improve a website’s visibility in organic search engine results, including on-page optimization, link building, and content strategy.
• Social Media Marketing: Focuses on using social media platforms to promote products or services, engage with customers, and build brand loyalty through targeted content and campaigns.
• Sponsored Content: Involves creating content that is paid for by advertisers but designed to be informative and engaging, blending seamlessly with the platform’s editorial content.
• Tools like Google Analytics and Google Ads: Provides training on using industry-standard tools to track, analyze, and optimize digital marketing efforts, including setting up campaigns, monitoring performance, and making data-driven decisions.
• UX Design: Teaches the principles of user experience design, focusing on creating intuitive, user-friendly digital interfaces that enhance the overall experience and satisfaction of users.
• Web Analytics: Involves collecting, measuring, and analyzing web data to understand user behavior, optimize website performance, and inform strategic decisions.
• Writing for Digital Media: Focuses on creating compelling and effective written content for various digital platforms, considering SEO, audience engagement, and platform-specific requirements.

What are the advantages of having a digital marketing master’s degree?

Having a master’s degree in digital marketing is absolutely worth it when employers value it. The biggest advantage of having a digital marketing master’s degree right now may simply lie in the fact that many hiring managers still don’t know much about how digital marketing works. All they know is that the CEO or CMO said they should be doing it, and that may make your master’s degree in digital marketing more impressive than another job seeker’s traditional MS in Marketing. One LinkedIn survey found that the skills employers want most in applicants are all related to digital technology. If you round out your digital marketing degree with self-taught coding or a data analytics certification, you may find yourself fielding multiple job offers.

Your choice to get a master’s degree in digital marketing may be driven by your curiosity, not your career aspirations, and that’s okay, too. In digital marketing master’s degree programs, you’ll have the opportunity to learn about the latest innovations and technologies in marketing, marketing research, business intelligence, data science, and AI while also acquiring the skills and knowledge necessary to become a marketing manager, market research analyst, brand manager, or promotion manager.

You’ll also be able to put theory into practice in most master’s programs in digital marketing. Whether through internships, externships, group projects, or cohort projects, the best digital marketing degree programs will put you in a position to gain hands-on experience in real marketing campaigns.

Are there disadvantages to getting a digital marketing master’s degree?

Considering that you don’t necessarily need an advanced degree to work in, or even to advance in, marketing, the investment required to earn a digital marketing master’s degree is an obvious downside. A quick search is all it takes to find marketers calling this degree a waste of both time and money. In one Quora thread, commenter Mehdi Zare said as much outright, adding, “As a person with over 10 years of experience and a managerial position in this field, I should tell you that I never look for someone with a university degree in ‘digital marketing.’ Instead, a master in marketing, MBA, management, software programming or statistics would be something I care about.”

There are other disadvantages to getting this degree—like the fact that some of what you learn will likely be out-of-date by the time you graduate—but the biggest is that employers who really get digital marketing might not see this degree as an asset.

What are the alternatives to getting a master’s in digital marketing?

Provided you’re sure you want to stay in marketing for your entire career, the best alternative is probably the classic MS in Marketing. You’ll learn all the marketing management fundamentals in school, and you can take online courses in digital marketing tools and techniques on Coursera and EdX for free in your spare time.

On the other hand, if your goal is to transition into digital marketing from traditional marketing and then boost your earning potential as quickly and as cheaply as possible, you should look into free digital marketing courses and explore professional digital marketing certifications. You’ll learn the most up-to-date strategies, skills, and best practices in search engine optimization (SEO), pay-per-click (PPC), content marketing, social marketing, and other facets of digital marketing in just a few months. Plus, you’ll walk away with a respected credential that’s proof of your expertise in specific techniques and channels. Most professional certificates take just one to six months to earn (compared to the two to four years it can take to get a master’s degree).

Is a master’s degree in marketing worth it?

To answer that, consider your long term plans. The coursework in Master of Science in Marketing programs is highly specialized and the networking you’ll do in an MSM program will be largely with other professionals in the field. If connecting consumers to products and services gives you a real rush and you can’t imagine spending your career anywhere other than in the marketing department, then definitely consider pursuing a marketing MS.

But if you think you might want to change careers one day, or you’re dreaming of transitioning from CMO to CEO, a marketing MBA might be the better choice. You’ll still learn a lot about marketing, but that degree will give you a stronger leadership foundation and a better understanding of core business concepts that will be useful to you in other fields and in the c-suite.

Is a master’s in digital marketing worth it?

It’s clear that digital marketing isn’t going anywhere, which suggests that earning a master’s in digital marketing is worthwhile. Compared to traditional advertising, digital marketing is cheaper, easier to time and track, more engaging, easier to tweak, and highly measurable. Proving ROI is a lot easier when brands invest in digital marketing. For all these reasons, companies today focus their marketing efforts on SEO, social marketing, email marketing, PPC, and companies’ efforts to go viral. Print, broadcast, and other traditional channels are becoming afterthoughts or the domain of small businesses catering to niche audiences.

That said, there’s no telling what digital marketing will look like in ten or even five years. By the time you complete a two-year master’s degree in digital marketing, everything you learned could be out-of-date. It sounds hyperbolic, but rapid changes in technology are driving equally rapid changes in marketing, and colleges and universities typically can’t update their programs that quickly. In a Reddit thread exploring the same question we’ve asked here, user Bluehairdave writes: “As someone who has been in this field successfully for over 11 years, I’m not even sure how a digital marketing degree would be relevant. I literally have a complete sea change in my business model at least once a year.”

Your best bet is probably to think carefully about whether you’re more drawn to the techy elements of digital marketing or the human side. If it’s the former, look at master’s degree programs in web development, data analytics, marketing analytics, and digital innovation, or MBA programs that offer a digital marketing concentration.

If it’s the latter, traditional master’s in marketing programs can still teach you a lot about the psychology of advertising and how and why people respond to marketing. And if you’re not sure, there’s one other path you can pursue—one that doesn’t involve getting a master’s degree at all. Getting a job in digital marketing and racking up a few years of experience can help you figure out where your interests truly lie. Once you know that, whatever degree you choose will be worth it.

(Updated on July 15, 2024)

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