Master's in Marketing: A Guide

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

Many marketing roles do not require a postgraduate degree. Still, it can be an advantageous step to build on your undergraduate education or a necessary one if you want to pursue an executive-level role. By earning your master’s in marketing, you can deepen your subject knowledge, elevate your educational credentials, and prepare to take on management roles. Discover what it takes to earn a master’s degree in marketing and whether it’s your best choice. 

Master’s degree in marketing: The basics 

A master’s marketing degree is a postgraduate-level degree typically aimed at deepening one's knowledge of marketing—or the strategy a company deploys to promote its products or services. Whilst a bachelor’s degree in marketing often introduces learners to several fundamental topics about market research, social media strategy, and brand management, 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’ll find two main postgraduate degree options to explore: the Master’s (MA) in Marketing or the Master of Business Administration (MBA) with a specialism in marketing. 

Whilst there’s no strict rule about which programme you can attend, the difference between the two largely comes down to what you want to cover. The main difference between an MA in Marketing and an MBA is that an MA is more niche, usually focusing on something specific, such as an MA in digital marketing or marketing analytics. In contrast, an MBA looks at business and leadership in regards to marketing in a more general capacity. 

Another possible option is a postgraduate diploma in management (PGDM) in marketing. This is another postgraduate qualification that combines academic study with hands-on industry learning. 

As you think about the best degree programme for you, take time to review the outcomes and coursework you’ll 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 program? 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.

Course syllabus

Master’s courses tend to be more advanced than bachelor’s degree courses because you learn about specialised topics. In your marketing master’s programme, you may take classes on aspects of marketing strategy, management, branding, advertising, consumer behaviour, and communications, as well as choosing from specialists such as: 

• Marketing analytics

• Managing luxury business

• Sports marketing

• Business-to-business marketing

• Consumer technology

• Pricing

• E-business

The modules you take will depend on the title of your master’s programme and whether it is niche or more general. Your master’s in marketing programme might also include hands-on experience and projects and time in the industry through internships. 

Time and costs

Whichever master’s degree in marketing you choose to pursue, you can expect to spend about two years in your postgraduate marketing programme when you can attend full-time. Many universities 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 online MBA programmes, may speed up your timeline, allowing maximum flexibility. 

Depending on whether you attend a public or private non-profit institution, an MBA in any specialism in India typically costs between 2 lakhs and 20 lakhs, with private institutions often charging the highest costs [1].

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 research from 6Wresearch, India's digital marketing landscape will continue growing at a rate of 38.9 per cent from 2024 through 2030 [2], offering ample potential for growth as you seek to create a thriving career in this dynamic space.

Marketing isn’t limited to one type of work or one set path—you’ll find numerous marketing areas you can explore, including research, strategy, 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 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.

Marketing salaries 

Marketing salaries are generally good, and 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. Find marketing roles and corresponding average annual salary below:

*All salary information based on data from Glassdoor, October 2024; it represents the median base salary exclusive of any additional compensation like bonuses or commissions.

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 a master's in marketing 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 because you’ll also find 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, 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. 

Explore your master’s in marketing options further with Coursera

Getting a master’s in marketing or an MBA can prove to be advantageous as you advance or pivot 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 from Meta in high-demand marketing areas such as Social Media Marketing or Marketing Analytics.