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Master the essentials of managing captivating campaigns across traditional and digital channels

From social media to mobile advertising, the marketing landscape is evolving at a lightning pace. Our online marketing degree program can prepare you to be at the forefront of this dynamic field, introducing you to both the fundamentals of the discipline and the innovations and strategies that are redefining the way brands reach, engage, and influence consumers.

Whether you have a background in traditional marketing and are looking to bring your skills into the digital age or you are a specialist seeking a broader understanding of the discipline, this master’s degree in marketing program can help you become a well-rounded marketing expert with the knowledge to impact your organization’s bottom line.

VARIED LEARNING TOOLS

Examine a variety of traditional and digital tools and platforms and how they integrate into the marketing mix.

CONSUMER RETENTION

Explore the key principles of consumer behavior and the importance of relationship marketing in customer retention.

CONTENT DEVELOPMENT

Gain an understanding of persuasion and storytelling in content developing, ways to leverage the power of social media, and brand and product management.

Marketing Metrics

Discover how to analyze marketing metrics as a way to inform strategic decision making.

Marketing Strategies

Devise creative marketing strategies that are relevant to real-world business needs.

Hands-on Experience

Develop a comprehensive, three-year marketing plan for a real or fictional business through a capstone project. 

Career Management

Define your career objectives and professional development plan with CareerBoost®, Walden’s signature career management tool.

Embedded Graduate Certificate

Earn a Graduate Certificate in Digital Marketing after completing the following courses: MRKT 6110, MRKT 6120, and MRKT 6130.

Program Savings

Receive your first course at no cost or a 10% tuition reduction for the life of the program if you reside in the U.S. and start this program on September 7, 2020. Contact one of our Enrollment Specialists to learn more.

Get Started Now

Curriculum

Completion Requirements

  • 30 total semester credits
    • Core courses (27 sem. cr.)
    • Capstone course (3 sem. cr.)

This sequence represents the minimum time to completion. Time to completion will vary by student, depending on individual progress and credits transferred, if applicable. For a personalized estimate of your time to completion, call an Enrollment Specialist at 855-646-5286.

Courses

Course Code Title Credits

CORE COURSES

MRKT 6100

Integrated Marketing in the Digital Age

Marketing strategies continue to change as a result of new and innovative digital opportunities. To remain competitive in today's fast-paced environment, organizations must have an integrated strategy. Students in this course explore a variety of marketing tools and platforms—both traditional and digital—and the role they play in a strategic marketing mix. Students will examine the role of marketing within an organization and learn how consumer insights and online behavior can influence product, price, distribution, and promotion. Course content also includes the coordination of mass, direct, and online marketing activities and channels; market analysis; and the challenges and opportunities that marketing technologies bring.

(3 sem. cr.)
MRKT 6110

Digital Marketing

Through the use of digital marketing tools and strategies, organizations can assess how digital campaigns are performing and can respond in real time. The response may be content change, keyword search modifications, or even budget allocations across channels. Digital marketing, however, relies on the marketer knowing advanced concepts and best practices for emerging media platforms to reach and influence consumers. Students can learn to assess online analytics and interpret performance results to determine campaign return on investment (ROI). Insights are provided about the best website design practices, as well as about the ways in which web-based tools support digital marketing, search engine optimization (SEO), online advertising, and the integrations of channels such as mobile, display, video, and social media.

(3 sem. cr.)
MRKT 6120

Relationship Marketing

Discover how to foster consumer loyalty and increase customer retention through the application of relationship marketing. Throughout this course, students can explore ways to leverage Internet communication channels and technologies to engage, convert, and retain customers in both business-to-business (B2B) and business-to-consumer (B2C) markets. Additionally, students examine how to plan, design, and execute fully integrated customer relationship management (CRM) systems to get insight into customers' preferences, provide personalization, and provide targeted messaging automation. Other relationship marketing topics include database marketing across traditional and digital media, digital/social CRM, and customer experience management (CEM).

(3 sem. cr.)
MRKT 6130

Communicating Using Social and Digital Media

While some companies may still be asking, "Why should we care about social media?" most are now asking, "How can we leverage the power of social media?" In this course, students examine how social media has changed the way consumers interact with brands and apply elements of storytelling to develop a social media strategy for an organizational scenario. In addition, students explore issues of ethics, privacy, and media law that are heightened by social media and digital communication distribution. Topics include types of social media, audience appropriateness, reputation management, social media strategy, evaluation methods, and the communications regulatory environment, including media law and privacy.

(3 sem. cr.)
MRKT 6140

Market Research and Customer Insights

Understanding consumer behavior is essential for developing and effectively marketing products and services. In this course, students can learn how to use customer data and insights to improve strategic marketing decisions and improve performance. Students have the opportunity to analyze factors that influence buyer behavior during all stages of the purchasing process and to consider how learnings can be translated into product strategy and related marketing decisions. Additionally, students will study market segmentation and targeting practices as key means of differentiation.

(3 sem. cr.)
MRKT 6150

Marketing Communications, Storytelling, and Persuasion

Whether one is addressing a customer, an audience, or a jury, the aim is to use the tools of persuasion to influence individuals to take action. Especially in social media, it is critically important to establish an appropriate tone, voice, and personality. Tying these strategies to the overall brand positioning is even more important. It has been found that storytelling is one of the most effective tools of persuasion. Rather than simply stating the facts, the story puts facts into a meaningful context, so that the consumer can understand and empathize with the characters in the story and, therefore, identify with the brand's social media personality. In this course, students explore the elements of the story and the approaches used to develop content. Understanding the impact of individual channels on a strategy for integrated marketing communications and positioning allows the marketer to allocate budgets more effectively and efficiently.

(3 sem. cr.)
MRKT 6160

Design Thinking: Strategy and the Creative Process

The ability to marry creative artistry with the strategic business needs of the client is essential for success. In this course, students explore the concepts of design thinking, strategy, and the creative process as tools to solve business problems. Topics covered in this course include an overview of the design business landscape, understanding the creative brief, audience insight, and cultural awareness as foundational to the creative process. Students focus on developing creative, problem-solving approaches that are relevant to real-world business needs.

(3 sem. cr.)
MRKT 6170

Brand and Product Management

Key differences exist between brand and product management, and, yet, both are crucial to the success of a product or service. In this course, students will explore the many elements of brand management, including brand architecture, the development and sustainability of the brand, brand positioning, and the perceived value of the brand. Students will analyze competitive information, and can learn to apply that knowledge in areas such as product differentiation. Throughout the course, students also will examine the critical business skills, tools, and techniques necessary for effective product management. Students will focus on the stages of a product's lifecycle, consumer demand and pricing, multichannel product management, and the fundamentals of profit and loss management.

(3 sem. cr.)
MRKT 6180

Optimizing Marketing Performance

How does one know which marketing channel is contributing to new sales? How does one optimize the online marketing spend to decrease acquisition costs and improve conversion? In today's budget-conscious corporate environment, marketing professionals are tasked not only with optimizing their marketing dollars, but also with being accountable for performance associated with each activity. In this course, students can learn how to determine relevant metrics, analyze and interpret performance data, forecast results, calculate return on investment (ROI), optimize marketing performance, and present campaign results.

(3 sem. cr.)
MRKT 6900

From Marketing Strategy to Execution

How can a marketing plan help a business meet its goals and objectives? How can a marketing plan help capitalize on consumer insights and trends? How can the latest innovations and communication strategies be used to reach the target audience? In this course, students will be immersed in all aspects of developing a comprehensive 3-year marketing plan that aligns with an organization's business strategy and helps marketers make better decisions about their products, services, customers, brand, and competition. Students can learn to apply best practices for market segmentation, consumer insights, competitive analysis, brand positioning and strategy, and consumer acquisition and retention strategies, as well as developing tactical ideas for each strategy, and providing financial justification for the plan.

(3 sem. cr.)
VIEW ALL COURSES Less Courses

Tuition and Fees

Curriculum Component Requirements Cost Total *
Tuition 30 total semester credit hours $955 per semester hour $28,650
Technology Fee Per semester $210 $1,050


TOTAL $29,700


Transfer up to 15 credits $14,745


Total with Maximum Transfer Credits† $14,955

The tuition reflects the minimum credits to completion. Program completion varies by student, depending on individual progress and credits transferred, if applicable. For a personalized estimate of your time to completion, call an Enrollment Specialist at 855-646-5286.

*Tuition and fees are subject to change. Books and materials are not included and may cost between $1,000 and $1,400.

Maximum transfer credit total includes reduction in technology fee as related to reduced number of courses over time

FINANCIAL AID

Many Walden degree-seeking students—67%—receive some form of financial aid.* Create a customized plan that makes sense for you.

*Source: Walden University’s Office of Financial Aid. Data reports as of 2018.

Find Ways to Save

Program Savings

Receive your first course at no cost or a 10% tuition reduction for the life of the program if you reside in the U.S. and start this program on September 7, 2020. Contact one of our Enrollment Specialists to learn more.

Get Started Now

Admissions Requirements

Program Admission Requirements: A bachelor's degree or higher.

General Admission Requirements: Completed online application and transcripts. Please note that the materials you are required to submit may vary depending on the academic program to which you apply. More information for international applicants.

Learning Outcomes

Graduates of the MS in Marketing program will be able to:

  • Formulate statements of marketing opportunities to facilitate dialogue among stakeholders.
  • Make ethically and socially responsible decisions.
  • Collaborate with others from diverse perspectives in a business environment.
  • Apply current trends to analyze marketing problems.
  • Communicate professionally with stakeholders.
  • Evaluate marketing decisions in a business environment.

Career Impact

Whether you have a background in traditional marketing and are looking to bring your skills into the digital age or you are a specialist seeking a broader understanding of the discipline, this master’s degree in marketing program can help you become a well-rounded marketing expert with the knowledge to impact your organization’s bottom line.

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